Creating a New Meaning

      Since everyone views images from a different time, place, and with different tastes, the meanings each person can derive from a piece of visual media can be very different. The ideas of cultural appropriation and re-appropriation reflect the constant fluidity of values in society. Appropriation, refers to the process through which a person or group who represent the oppositional reading of an image or symbol impose their own values on that image. For example, my friend Gabi tattooed the Hebrew symbol for "life" on her hip.  That symbol, which is used in Jewish culture to literally mean the state of being alive, took on different meanings for Gabi. When I asked her, it said it reminded her of her heritage, her faith, and her desire to become a mother one day. I assume when she looks at it, inspires feelings of empowerment, independence, and reminiscence to her 18th birthday when she painted it under her skin. She appropriated those feelings and values into the symbol, and when it is read through the medium of her skin, it is easy to understand her point of view. 

     Re-appropriation is the process through which the hegemonic culture reclaims certain symbols or icons that are used against the dominant ideologies by rebellious subcultures. Unlike the example of Gabi's tattoo, many times appropriation results in interpretations that deprecate their subjects. For example,  I have spent a lot of time this summer and fall conducting voter registration. For students in my age demographic, the push to register to vote is in style. Normally, teenagers who have an interest in politics are tagged as political science or international relations majors. However, since receiving mass media coverage, the connotations that voting and politics reflect the values of an older, activist demographic have been re-appropriated into popular culture. The political process, covered by gossip sources like MTV and Perez Hilton, has taken on a celebrity like persona.  As our nation's election is absorbed into the mainstream entertainment culture through skits on SNL, and pictures of the candidates and their families are seen in the tabloids, more demographics are persuaded to join in the movement.  The re-appropriation of the political process into mass culture increases voter turn out by appealing to a wider audience on a variety of cultural levels.