An Ironic Fad: the Commodification and Consumption of Tattoos
Leigh Kinyon
HUMN 341 Popular Culture
Assignment 1-3
Professor Denise Schottenstein
October 23, 2008
An Ironic Fad: The Commodification and Consumption of Tattoos
In reading and analyzing this article, it appears as though this article is intended for tattoo aficionados and anyone else who would be interested the art of tattooing. The article could also appeal to individuals who have an interest in art or the study of popular culture. The article focuses on how tattoos are being popularized by the media and how that popularization has led to an entirely new demographic being tattooed according to Kosut (2006).
In seems that tattoos have gained an enormous amount of attention due to the fact, so many television personalities are tattooed. Tattoos are showing up everywhere in the entertainment industry which would include TV, reality shows, movies and sports. Kosut (2006), goes on to say that movie characters such as XXX, is covered with tattoos and he is seen as the hero of the movie and portrayed as cool and rugged.
Celebrities in general seem to be very willing to get tattoos and publically display them. Since tattoos have become so engrained into the celebrity culture several books have been written to document who has been tattooed and where on the body that tattoo is located. Professional athletes are also becoming heavily tattooed, with an estimated 50 percent of the National Basketball Association having a tattoo according to Kosut (2006).
Kosut figured that because so many celebrities have been tattooed it has lead to people who have a fascination with celebrity trends to follow suit and also get tattooed. With the vast amount of public figures that have openly displayed their tattoos it appears that tattoos are now being viewed differently and are being understood on a whole new level. There have also been some people that feel since tattoos are so popular and they are being seen on everyone that they may start to seem not hip or cool and they will start to lose their popularity.
The article also discusses the music industry’s obsession with tattoos and talks about how many performers are sporting tattoos. Kosut (2006), states that due to the overwhelming number of performers that are tattooed it is hard to find a genre of music that is not represented by a tattooed artist. It is also theorized that if we see our favorite star with a tattoo we feel the need to also get tattooed. A 25 year old aspiring rock star stated, that all of the stars he looked up to were tattooed, so since he wanted to be like them, he too wanted to be tattooed.
Tattoos are also being used in the world of advertising to sell products and services. It is noted in the article by Kosut (2006) that tattoos are being utilized to sell products and they themselves are also products that can be consumed. Many advertisements that are targeting a younger consumer are also using tattooed individuals to help sell the products because advertisers feel they appear to be cool and hip. In addition to a younger target audience, advertisers are using tattooed individuals to market to a more mature consumer who can afford to purchase more expensive luxury items. With the proliferation of tattooed bodies appearing everywhere we look, it seems as though the tattoo is gaining a valid reputation as being a product for consumers of all socio economic levels.
As a consumable item it appeared as though the tattoo would be a passing fad but the popularity did not wear off as predicted. Since tattoos are not like clothing worn temporarily on the body, and they are a permanent adornment is, was stated that tattoos are an ironic fad. An ironic fad is defined as a “popular cultural trend that, due to its permanent nature cannot be as easily discarded as a pair of jeans” according to Kosut (2006). Tattoos are also seen as being unlike any other type of fashion since they cannot be discarded. Given that tattoos may come and go in their popularity, many people who are tattooed find that due to their permanent nature they are more significant and bear more meaning.
The process of tattooing was also examined in the article and it looks like tattooing has evolved into a highly complex procedure. Due to the differences in size and placement being tattooed can be very time consuming. Kosut (2006) also looked at the fact that in most cases, the person who will be receiving the tattoo also invests time into deciding on the design and placement of the tattoo. After the decisions have been made and the tattoo is completed there is also the after care of the tattoo that the consumer must spend time and money on such as cleaning, applying anti bacterial ointment, and bandaging. Because tattooing is such an involved process it doesn’t even come close to other mundane purchases consumers make. The article gets into how the person being tattooed not only is a consumer; they are also a producer and a canvass for the product.
With tattooing becoming gaining popularity, it has been elevated to an art form that appeals to a whole new class of people. Tattoos are no longer seen as signs of rebellion from society since there has been such a shift in thinking. Tattoos are now viewed as being acceptable and respected.
I thought this article was well written and followed a logical order. The article was presented in such a way that it was easy to follow and understand and did not use a lot of jargon. I feel that the author was trying to get everyone to understand that tattoos are no longer just a passing fad; they are here to stay, so to speak. She was also saying that tattoos are a consumable item and that due to the fact there has been a change in how tattoos and tattooees are viewed it has made them more appealing to a broader segment of society.
References
An Ironic Fad: The Commodification and Consumption of Tattoos
The Journal of Popular Culture, Volume 39, Issue 6 (December 2006)
p.1035-1048
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13 comments:
It is funny that you chose an article on tattoos since several people I know have went and got tattoos. Cultures obsession with them is quite funny. I think tattoos need to be taken seriously and not done just to keep up with a fad. You do not want to get something on your body you are going to regret because it is costly and expensive to get it taken off and basically with you for the rest of your life. Friendship tattoos are okay, however, I don't agree with sports tattoos because you never know if the team will be there in 10 to 20 years. There are other tattoos that aren't quite a good idea, but I won't go through them all.
Excellent job on breaking down the article, starting out with the fascination of celebrities having tattoos and ending with the popularity of tattoos tapering off. I agree the media has defiantly helped with the popularity of people getting tattoos. I think anyone that is planning on getting a tattoo should really consider the long term effects. People still stereotype tattoos, for example: it would be a factor in getting a job or taking a loan. Personally, I do not like them at all and I think they are a waste of money, that’s just my opinion.
Good job! I found this article very interesting because I have noticed that most of the females around my age have some sort of a tattoo. Usually on the ankle or the lower back. I myself have a tattoo which has significant meaning to me. Sometimes I see people with Winnie the Pooh or some other cartoon character or something of that same nature tattooed on themselves and I wander why people would ever do that. I guess people probably wander why I have the one I have as well. I myself would not want to be covered in tattoos but it is a personal choice and if someone wishes to do that it doesn't bother me at all. I just find it interesting that if I look at my moms friends and people of her age I do not see very many females with tattoos and the men who have them seem to be somehow related to war. It seems if I saw someone my moms age with a tattoo I would generally classify them as a biker chic and today most of the women my age have them and the girls younger than me seem to have multiple tattoos. I agree that tattoos are here to stay.
Leigh,
I found this article to be very interesting. Tattoos are definitely more popular today than ever before. Tattoos are even popular enough in today’s culture to have it’s own reality show. There are also several shows on medical channels that discuss tattoos. Angelina Jolie’s tattoos are a prime example of how popular they have become and our society’s interest in what her tattoos mean and where they are on her body. Athletes are also good examples that prove tattoos are accepted in mainstream instead of being a sign of rebellion or criminal activity. Great analysis!
I would have never thought of a analysis on tattoos. This makes a good pop culture topic. I agree that many more people are getting tattoos these days. Some people have way too many though, my brother for one. He has wing, so to say, down his arms and back. I personally do not have any tattoos and probably never will, but I do know whatever is the popular thing many people go along with.
It is apparent that tattoos have gained a lost of popularity over the last several years. This article represents this popularity. You did a good job of analyzing the article. I can remember a time not so long ago when it was taboo to get a tattoo. My parents would have never allowed it. Now it seems like common place and almost odd if you don't have one. As a parent, I don't like the way tattoos are portrayed as glamorous in the media from celebrities to advertising. This glamourization is sending the wrong message to today's youth. Thanks for your analysis.
Good job on analyzing this article. I thought it was a really interesting choice. I agree and disagree with parts of it. I do think that the media has popularized tattoos somewhat- especially for girls. However, I also think that this is a sort of lifestyle for some people and that the media plays no part in their tattooing whatsoever. I think that this is a good choice for your article analysis and you did a great job.
I thought you did a great job explaining the article. I do agree with most of the article but disagree when it comes to tattoos just becoming another fad that once was. I see most tattoos as a way of someone wearing their heart on their sleeve. They are expressing themselves and their life through art. Personally I will not be joining in on the fad but do suppost those who decide to make art a part of themselves. I think the way someone expresses themself is there choice and I have no right to judge them for it. I will not have one because in the back of my mind I see myself an 80 year old woman with this crazy tattoo the probably means nothing to me now!
I found this to be very interesting. I know many people who could run around with now shirt and at a distance you wouldn't know it because of the tatoos. I agree that the long term consequences should be considered before being allowed to get a tattoo. Tramp Stamps and the big visible tattoos on women are discusting in my opinion. If a person is planning to be a professional manager or banker tattoo placement is important because they need to be covered all the time at work.
Nice job.
You did a good job of picking out the main ideas that were presented throughout the article. I also feel like you did a good job of picking out the main idea of the article as a whole. I even enjoyed reading your article because I thought it was interesting to think about tattoos being a fad seeing as how they are permanent. I never really thought of it that way.
I wanted to do my assignment on tattoos as well but couldn't find a different one. I really liked this article. Tattoos are only getting popular. Personally, I have 3 tattoos. 2 Japanese symbols on my chest that mean "Warrior", a celtic cross on my upper back, and a half sleeve that continues onto my right pec. All of my tattoos have deep meaning behind them and personally I feel one should only get a tattoo if it truly has a deep, personal meaning behind it. Many say that tattoos are becoming more accepted by the population but I still believe there is hesitation in the business world. This is something I really hope to see change.
I liked this article on tattoos. I have several of them all in spots that can be covered up by clothing for my professtion. All of my tattoos however have meaning to me. I know some people will get one because they think its cool or they like the design or character. That is defintely something that I wouldn't do in thinking when I am older would I want something that is a fad permnant on my skin, no probably not. I think tattoos make people unique and some can look great as it expresses ones emotions. Many shows have gained the popularity since tattoos have grown to a a new trend but I think it won't go away only the designs will change.
I enjoyed reading your article,it was very interesting because I have a tattoo myself. I didn't want to get to many because it takes away from my look, but it is not always noticeable. On the other hand my husband has tatoos and they are ridiculous. He covered up a few tatoos but one of them did fad and it looks crazy. He says he want to put another in the place of the one that faded, but I say thats not going to happen. I made a mistake by getting one tatoo and I think that people should look into tatoos instead of trying to be like the in crowd. Its just a waste of time getting a tattoo especially when it hurts.
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