Graham, Lyotard

I felt very confused by this reading, but I hope that I have grasped a few of the main points that Lyotard was trying to convey. I believe that he was saying that cinematographic processes are great ways to get information to people, quickly and efficiently, without giving them time to think about what they are seeing right away. I believe they use movies, commercials, and other quick media mediums to “reproduce the syntax and vocabulary which enable the addresse to decipher images and sequences quickly, and so to derive easily at the consciousness of his own identity as well as the approval which he thereby receives from others” (41). I believe that this is a manipulative way of getting information out to others, in order to have them agree with a way of thinking.
He also mentions that some people recognize what is going on, and they refuse to buy into what is being said. The artists and producers must not focus on the needs of that specific group of individuals. If they do, then these people will begin seeing them as liars who will say anything to get people to be on their side. “Soon these rules must appear to them as a means to deceive, to seduce, and to reassure, which makes it impossible for them to be ‘true’ (41). If they have a plan to gain popularity and respect, then they need to stick with that, and not change it every time that people do not agree, or they will be seen as weak and unreliable.
He also discusses the idea that a lot of times, “anything goes”, people do not have a preference on specific brands and restaurant chains, they just like what they like. However, the “higher-ups” in society do like the things that show that they are wealthy, and they can afford the nicer brands and such. I believe that this just shows that advertisers can appeal to anyone, and they have obviously realized this, which is why the advertising in our society has become so manipulative. The companies will do whatever they have to do to get and keep your business.