In a world where technology is shaping and adapting and superseding in the cliched expression “blink of an eye”, it is on the broader sense of existence, permissible to allow many of the things around us become out of sight out of mind, or over our head. However within the media around us, especially when studying it one needs to stop, in the brink of this mess and evolution to take in and pay attention to whats going on around us, what people are doing and why we are drawn to certain things and not others. As referenced in Mason’s (2002) reading this week philosopher Immanuel Kant presents the idea that “a succession of experiences does not add up to an experience of that succession and indicates why intentional noticing is necessary.” Regardless of philosopher personal preference aside (if it’s not Nietzsche it’s not fo’ me) Kant presents an idea which can be applicable to our modern day approach to our inundation as a human race by media.

In this weeks readings both Mason and Merrin, acknowledge the same idea to which is pivotal to studying the world in which we live within, noticing. It is important to take in whats around us whether it be a trending on Facebook, a burst in clothing wear, or an outstanding movement in music. In order to have some comprehension of the world around us, it (unfortunately) takes slowing down and learning the art of Intentional Noticing.  For some of us, this comes as a second nature. Analytical of mind, many beings amongst us will see a media artefact and spot it’s correlation within a society or subculture.

Take a burst in Nike the clothing brand, an emphasis from Vans and Converses have been shifted more and more toward the American sporting giant who with some careful marketing, a formation of a sub-brand (Nike SkateBoarding), and more recently a partnership with professional skateboarder Stefan Janoski, you can take a leisurely stroll through any high youth populous area of Melbourne, and without fail spot a signature pair of “Janoski” sneaker, in place of where Converse may have been 7 years ago.

However in light of cultural trends we are also always offered an oppositional. Realising there is an oppositional trend in media consumption only comes with the idea of “intentional noticing”, for example. One may not notice I am different to others of my age and demographic. Assuming, I am the same, they form their notion of my peers upon general observations,things which are easily seen and easy to group without much greater thought.  Assuming I am the same (a standard height, 19 year old, caucasian female, living in a university apartment complex) upon going home to work on my uni work, I turn on some lyrically enticing Nicki Minaj (or various other top 40 artist), and set to work on my mediocre assessed blog, doing so grudgingly and with haste, as I would rather be getting ready for Cheers Tuesdays, at the club around the corner from my place. Re-assessing my night, with an “intentional noticing” filter, one would see that I am a rather reserved person, without much care for mainstreamed music (displayed by my stapled attire band shirt), one would also notice if taking a fly on the wall perspective, that I, in reality went home to listen to the Tony Hawk Pro Skater Four soundtrack, and further, rather than smashing out this submission out in 5 minutes, to create the illusion of me doing work. I took on board the ideas expressed in both of this weeks Lectorial readings, and applied them to anecdotes from my day to day life.