Did Apple help pay for this Photo Shoot?
At this point most everyone is aware of Bruce Jenner’s
transition into Caitlyn Jenner. It’s old news.
But it’s worth asking, why do you know about it? Why does
everyone know about it, and why was everyone talking about it?
Transexual people have been making gender transitions for
decades, why the fuss over a former track star whose fame peaked before all
millennials were born? (Yes, his gold medal was in 1976. For anyone under the
age of 40 who doesn’t know what that’s about, Bruce Jenner was an Olympic Track
athlete before he married a Kardashian.)
So, why Bruce Jenner? Simple reason, he hired a really skilled
Hollywood PR Firm. This piece at Vulture
about the PR Firm and the media plan of the transition is worth reading.
To be clear, there is nothing wrong with hiring a PR firm,
and I’m not criticizing Jenner for doing so. As she said herself, “If I can make a dollar, I certainly am not
stupid.” - can’t fault that. But the success of this PR Firm lends some
insights into American culture that are worth exploring.
PR firm Rogers & Cowan built a very specific narrative
in regard to the Bruce to Caitlyn transition. And it used some very specific
media to do it. Remember, often, themedium is the message.
Jenner’s transition to Caitlyn had been obvious to
tabloid/gossip readers for some time. And obvious to Family guy as far back as
2009.
So why was it new/news in 2015?
In the internet social media age, Bruce Jenner could have
officially declared his desire to become Caitlyn at any point. He could have
done it himself, without the help of a PR Firm. He could have taken his iPhone,
sent a text message to Twitter, and boom, done. But he didn’t.
And the reason he didn’t says more about the American public
than it does about him.
Jenner and Rogers & Cowan understood that the American public
holds one medium above all others. Despite having the sum total of human
knowledge contained on a small piece of glass we keep in our pockets, - Americans
think that REAL mainstream information comes from Television; particularly
network television.
A tweet? Someone could have stolen his phone. A tweet can be
deleted. A blog post? Who reads those? A
press release? Those can be faked. No. Jenner and Rogers & Cowan knew that
Americans are most likely to accept things they see on ABC, which incidentally
is owned by Disney. So the official announcement had to come there.
It also couldn’t just be an announcement; it had to be 2
hours of excessive emotion. And it had to have advertising support. If
advertisers (real ones, not click-bait internet shenanigans) support it, then
it’s definitely something everyone should accept and talk about. Thanks Coca-Cola, I’m unable to interpret
information on my own, so I defer to you! (Note to future propagandists, if
you want a group to believe a message, get a big brand to sponsor the message.
That lends credibility.)
Once Bruce Jenner declared his trans-sexuality on Television,
on ABC, then it was officially a thing that could be discussed by everyone. And Jenner did
so in that medium, because he, and his PR Firm, knew that was the medium Americans
rely on as an arbiter of what is mainstream/important. It’s not that Network TV
is more trustworthy, (though it is to some people) it's that it is the decider of the
mainstream nationwide zeitgeist.
Example: a meme like ‘Alex from Target’ can be shared
millions of times online but he’s only ‘arrived’ when he shows up on
Ellen.
Bruce Jenner’s transsexuality can be discussed/seen by
millions on TMZ, Perez Hilton, etc. for years - but it’s only officially
part of mainstream culture when it’s on Network TV. Jenner and his firm knew
this about the American public and acted accordingly.
And yet, Bruce didn’t become Caitlyn during the ABC special.
He could have put on some woman’s clothing and declared his Caitlyn-ness to the
world. But he didn’t. He didn’t
become a she officially until a bit
later, and in a different medium. Why?
She needed a medium that was the undisputed expert on what it
takes to be a woman in America.
And despite years of feminism and changing gender roles, the
key determinant of Womanhood in America is….. looks. You achieve womanhood in
mainstream America by your style of dress, your looks, your make-up, etc. And
what medium decides what looks ‘good’ to WOMEN (not to men) in America?
Print Magazines.
Bruce Jenner had to officially become Caitlyn Jenner on the
cover of Vanity Fair. Because the American public accepts Vanity Fair (or women’s
print magazines in general) as the arbiter of what a woman should look like. If Vanity Fair says Caitlyn Jenner is a woman, it
is now a fact that, indisputably, Caitlyn Jenner is a woman.
While I accept that Caitlyn Jenner should be able to declare
her gender identity on her own, note carefully that Caitlyn Jenner also knew
that the best way to get the American public to agree to that gender identity was
to use a print magazine.
Despite the fact that no-one under the age of 30 has ever read
a print magazine, they are accepted as the universal outside entity that gets
to decide what a woman should look like. (The
under 30 crowd were probably taught this by their parents.) For proof, there
are still constant discussions about magazines that photoshop/airbrush their photos
and how this is ‘bad’. The people doing that talking, saying the magazines should not
photoshop/airbrush, are giving the magazines power. If the magazines had no
power, they could be ignored, who cares if they photoshop? But no, the offended
parties accept that the magazines are
the arbiter of ‘beauty’ and ‘looks’ and therefore want the magazines to change adopt
the ‘no-photoshop’ rule so they can feel better about themselves. Note
carefully that since they’re still relying on the magazine for their
self-esteem/self-image they, therefore, don’t have self-esteem. Win for the
make-up and weight-loss industry!
Caitlyn Jenner and Rogers & Cowan knew this about the
American public; which is why the full reveal was in Vanity Fair and not the
upcoming Caitlyn reality show.
The American public grants these mediums this power. The American
public does this intentionally, because it cannot handle the existential dread
of not having a final outside arbiter of things like beauty and identity. Caitlyn
Jenner can see behind the curtain of the system, why can’t you?
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