gnovis [nō'vĩs], n., Georgetown University’s peer-reviewed Journal of Communication, Culture & Technology (CCT) gnovis rss feed Like gnovis on Facebook Follow gnovis on Twitter

Multimedia

Manufactured Diversity

“Manufactured Diversity” is a blunt interrogation of outdoor advertising in the Columbia Heights neighborhood of DC in early 2007, in the midst of a complete redevelopment of the intersection of 14th NW & Irving NW. The racial makeup of the neighborhood is changing rapidly, with very real (but often ignored) socioeconomic consequences for all residents. Nonetheless, much of the advertising in the area uses “diversity” as a selling point, with little regard for the complexity of the changes in the area.

The film treats the urban landscape as a text, to be read and interpreted, and attempts to force the viewer to cycle through the various reader positions described by Stuart Hall: dominant-hegemonic, negotiated, and oppositional. A series of advertisements are interpreted both from a very literal perspective (the dominant-hegemonic reading) and from a skeptical, sarcastic perspective (the negotiated reading), and then juxtaposed against gloomier images of homelessness and graffiti (the oppositional reading).

The developments featured in this piece were all completed by the end of 2008, and several additional major development projects continue in the area.

The soundtrack is “Mouths To Feed”, by the Epochs.

Posted under: Blog, Multimedia
Brad Weikel

About Brad Weikel

Brad Weikel received his MA in Communication, Culture & Technology (CCT) from Georgetown University in 2009. His thesis, "From Coding to Community: Iteration, Abstraction, and Open Source Software Development" argued that programming practices, particularly iterative workflows and abstraction models, can help explain both the success and struggles of open source software. His work was a technocentric complement to prior explanations from economists, lawyers, and political and cultural theorists. While writing his thesis, Brad blogged about his topic at OpenCulture.cc, where he has since continued blogging, more broudly, about collaborative production and the commons at large. Brad was Managing Editor of gnovis during the 2007/2008 and 2008/2009 school years, and Creative Director in 2006/2007. He is currently the Web & Communications Coordinator for EarthRights International.

More   Multimedia

  • icon
    gnovis Podcast Season 3 Episode 5
  • icon
    gnovis Podcast Season 3: Episode 4
  • icon
    gnovis Podcast Season 3 Episode 3
  • Digitized Nostalgia
    Digitized Nostalgia
  • Podcast Icon
    gnovis Podcast Season 3: Episode 2