America's Next Top Model and the effects of Discourse Analysis
Caridee-Winner Cycle 7
Examining discourse reveals the underlying ideals that are present in our cultural mediums. Discourse can be seen in speech, thoughts, and images. These different discourses revolve around and reveal what is deemed valuable in our society. Discourse in the case of America's Next Top Model (ANTM) is aimed toward women and homosexual men. It elludes to the ideals that both groups should adhere to in today's society.
Discourse is defined by Foucault as "groups of statements which structure the way a thing is thought, and the way we act on the basis of that thinking" (142). Discourse delivers the words, images, attitudes, and expressions needed to communicate dominant beliefs to the masses. It is through the cycle of discourse that the public learns what is acceptable and then reproduces what they see. In the popular television show ANTM, women learn what it is okay to look like and gay men learn how they should look and behave in our culture.
According to Rose, "the most powerful discourses, in terms of the productiveness of their social effects, depend on assumptions and claims that their knowledge is true" (144). To truly influence the reader's perceptions the magazine utilizes what Foucault calls "truth claims" or what Foucault refers to as a regime of truth. These are how mediums go about getting the reader to believe and value the information that is being presented (144). This idea can be seen in the barrage of expert stylists, photographers, makeup artists, and of course the esteemed panel of judges. The panel is currently: Tyra, the supermodel; Miss J. Alexander, runway coach; Nigel Barker, former male model and photographer; Paulina Porizkova, former model. Prior to Paulina Porizkova the other supermodel judges were Janice Dickinson (Cycles 1-4) and Twiggy (Cycles 5-9). Their opinions and suggestions are held in high esteem because of their experience in the modeling field. Therefore, the public takes what they say as truth. One prevalent example of truth claims on the show are the models and makeup artists talking about how great the Covergirl makeup line products are. These clear examples of product placement are seen as true statements to the members of the television audience.