Andrea Response Five

In her article "Lest We Think the Revolution is a Revolution" (1999) Cynthia Selfe
holds the view that thinking only of how great our future is looking because of technology
and the internet, only puts our heads in one direction. She urges that it is not good to be
ignorant of another powerful, but not so popular view that not too many of us (Americans
in the 1990s) are holding. She feels that we should look into it as well. She feels that we
should look into this not so popular view, to realize that maybe the fantastic change in
technology we think is pushing us forward, may not be helping us do so as much as we
think. She believes that as an English teacher, it is important and responsible to look into
inviting students into a world of change. She writes on her belief that we tend to hold onto
the older beliefs we are use to living with. Selfe wants us to be aware of and to look beyond
this supposedly ever productive, changing future we have because of technology lies the
opposite of change. She believes that because advertisements are so influential with their
tempting happy stories, it is these comforting archetypes that are preventing us from
reaching real social change. Ads for technology show us change, but lack being able to
show culture change. Certain old narratives of our culture are set and reinforced within
these advertisements. She pushes teachers to realize that they need to be teaching students,
to be ready for this change, so that they are able to identify what needs to be worked on
when they enter into the workforce. The power that internet and technology hold is major.
It is looked to as change.
Cynthia Selfe's theory of the importance of attacking this static social change is
extremely useful because it sheds insight on the difficult problem of getting caught up in
the hype of technological change. Most of us like to see how far we've come, and advertisements edge us on to this ideal and confirms it for us. When we look at an advertisement for new software, for example, we are easily influenced by it, not only because advertisements hold a tempting narrative, but because technological change is looked up to as productive social change. Advertisements for technology are almost a celebration of our great accomplishments. While trying to sell us new tech products we are given good feelings. These feelings are a review of our accomplishment of holding our true American values of a hard days honest work and the good things that happiness that comes with it. Cynthia Selfe calls this the Land of Equal Opportunity narrative. But advertisements aren't truthfully exposing their audiences to American values. This change in American that we have to came to realize is truly American, that everyone is able to live in opportunity no matter what your race is. This is known as what Selfe names the Land of Difference narrative. When talking about the lack of different American backgrounds in some advertisements she mentions that we can't accurately advertise America. She says If citizens of all kinds are to have access to technology and the opportunities it provides, we do not see such a narrative imagined in the Land of Difference narrative.
Because of Selfe's theory, I'm now aware that there is a need for a change in approach when it comes to exposing the world to technology. Although I agree with Selfe that different races in commercials seem to be neglected, compared to the years of the 1990s, we must have made more of a lean toward change. I have been noticing races other than the Caucasian in advertising. The Caucasian race still may be the main racial background I see dominating commercials today, but because of the existence of these ads, I’m given a feeling that we are getting there. I feel that this move of including actors of different skin color in the media reflects the Land of Opportunity narrative. When I see someone with a different skin color on television, I think of his or her heritage. He or she may have been born in the USA, but her parents or grandparents may not have. These commercials make me think of the American dream that is available to immigrants. Seeing people of other racial backgrounds in commercials makes me think of the social change we have made. It makes me think of the change TV is applying in making sure that America is holding its true American values (the Land of Opportunity value) that all persons have the right to succeed no matter what their backgrounds are.
What I haven’t seen, though, (and there may be some that have yet to come across) are people of different backgrounds other than racial. People with different views are rarely seen in advertising. Other political backgrounds or views and gay marriage are rarely seen to sell you a product. If advertising like this were shown on TV or in magazines, the idea that people of all backgrounds are able to enjoy the comforts of opportunity in America then America would be better represented. The lack of advertising like this gives people of certain sexual orientation or other views, that they aren’t welcome.
In her article, Cynthia Selfe has shown that the narrative of the Land of Equal Opportunity is very influential, and when being exposed to the media, we need to be exposed to true American values that aren't always being held and need to be addressed.