MAKING VISIBLE: Transcultural Dialogues Spring 2013

Irmeli Huhtala's artwork of a milk advertising. How is subjectivity constructed in the image, and whose subjectivity is constructed? In the Valio's original add blond Finnish woman advertises milk in a same position. It represents traditional and stereotypical picture of milk's advertising: clean nature, raw material, beautiful woman etc. Irmeli Huhtala challenges this view by chancing the Finnish woman to Romanian woman. Romanians have been linguistic and cultural minority for 500 years so why Romanian couldn't be the face of Finnish milk. What prior knowledge is assumed? The advertisement assumes that the spectator knows Valio's value of Finnish brand and its strong heritage in our country. In the traditional advertising, Valio's milk has been advertised by young blond girls surrounded by cows in the field. Spectators are also assumed to know the Romanian's position in Finnish culture. Making visible in visual art (what does that mean in contemporary art)? The contemporary art tries wake people up to see the differences of many cultures. Concentrating on global matters, for example women's status and meaning in developing countries, could bring more publicity to contemporary arts. Combining different techniques, humor and irony also reflects the phenomenon and the contemporary art.

Hello, My name is Laura, and I am a fourth year student at University of Helsinki. I will be teacher of lower degree. I come from Joensuu and I moved to Helsinki this autumn. I like to spend time with my friends and family.  My metaphor could be "Be yourself, everyone else is already taken", by Oscar Wilde, which means in Finnish: "Ole oma itsesi, kaikki muut ovat jo käytössä"  My picture:  http://sani-valoakohti.blogspot.fi/2011/03/huhtikuun-teema-ole-oma-itsesi.html  It is okay to be different, it is okay to be you:) that is what I would like to say in my metaphor and picture.

Idiom: "Head in the Clouds" Meaning: To daydream; Not being fully aware or in the present moment; Being distracted by inner thoughts I'm definitely a dreamer. I can easily be inspired by something that presents itself in my everyday life, which makes me want to stop whatever I'm doing to write or create. However, this tendency to satisfy my creative urges have left me with unfinished projects and a bit of a procrastinator. Now that I'm a new mom, I'm learning to be fully attentive to my daughter's needs at a given moment. Through motherhood (and also prayer and yoga), I'm becoming more aware of my mindset and I'm striving to live "out of the clouds" and in the present moment.

Daydreaming is something that inspires you in life and creates your own world but unfortunately not helpful to start work. I think everyone finds their own way to be set on the ground again. In my case I meet friends that bring me back to life. But still, daydreaming is necessary to just cut off your mind of the world.

We have a exactly same idiom in Finnish language: "Pää pilvissä". I think that having your head in the clouds is also rather admirable ability. Sometimes it's so hard to stop worrying about all the things you need to do, when all you need is to just think about something nice for a while. Children are a good example. Is there anything more admirable (maybe a bit enviable as well?) than a child who is clearly in a whole other world while playing, or drawing ect.? I think we should be more tolerable when it comes to dreaming. After all it's dreaming that all the real good things start with. :)

So true. Dreaming is a relevant part of humanity. I think that is what makes us happy. Without dreams and visions life could be grey and depressing. Dreams helps us keep going. Dreams are also very important to arts and that is one factor where I scoop topics. Even now, in my university's art project my subject is one of my biggest dreams, leaving to Africa to help children and women to have better life. Lifting women's status would help many societies because women are in most cases the supporting pillar that keeps everything together.

How is subjectivity constructed in the image, and whose subjectivity is constructed? Subjectivity is constructed through the language used in the text, the photo of the woman, her style of dress, and what she holds in her hands. I would say that both male and female subjectivity is constructed in the image. However, it would be from a traditional, heterosexual perspective that it is constructed. One that portrays femininity, motherliness, youthfulness, and abundance. What prior knowledge is assumed? I think that one's prior knowledge of the language and culture are assumed. Also the style of traditional dress is assumed and that one could be able to decode its meaning. Making visible in visual art (what does that mean in contemporary art)? Making visible in visual art means that we can identify the codes and conventions used to construct and image and text and navigate its meaning. It also means that when one is able to make the invisible visible, that one is able to identify the normalized meaning within a certain text.

A translator like http://translate.google.com/ is helpful to get an idea of the text if not your familiar spoken language. Indeed, Mike, there are other cultural codes that will be easily read by Finnish students. What do you see that differs in this milk advertisement image from those in the USA?

What associations do you have with milk advertisement? Finnish students might be familiar with a well-known, respected, and beloved ice-skater who is currently featured in milk advertising. Finnish current milk advertisement at http://ammattilaiset.valio.fi/portal/page/portal/Valioyritys/Ajankohtaista/Uutinen?p_id=5521 Young people in the United States might not be familiar with the 1958 milk advertisement linked below they are likely familiar with the current version. USA 1958 version of USA Milk advertisement at http://www.etsy.com/listing/98011435/vintage-pinup-milk-1958-advertisement USA current version of milk advertisement at http://www.ebay.com/itm/Gisele-Bundchen-GOT-MILK-advertisement-clipping-/160780568227

How is subjectivity constructed in the image, and whose subjectivity is constructed? The subject is definetly a Roma woman who wears her National gown. In Western Countries it's usually blonde and good looking women who advertise. A stereotype of women symbolises health. For a product like milk, that should keep people healthy and make them strong this stereotype would be the first choice of a common advertiser. A Roma woman does in most people's eyes not stand for health and strenght, more for poverty. Irmeli Huhtala took this picture to change the common stereotypes. What prior knowledge is assumed? Roma is the name of a group of gypsies and a minority. They were excluded from society and even chased during the time between 1939-1945. Roma are in many people's eyes seen as poor people who steel and don't take jobs. This woman wears the national gown of Roma, so it is obvious what the woman represents. Making visible in visual art (what does that mean in contemporary art)? I think it's kind of a revolution in order to show people it is not always the strong and the good-looking who are used for advertising that is made visible in this picture. In contemporary art it means making people's eyes open for new advertises. Advertises which use stereotypes rule our society, so Irmeli Huhtala took the opposite like a poor woman. People might pay attention to this advertisment more that to some kind of advertisement, they are already used to.The opposite of a stereotype might get more attention than a conventional idea. Irmeli Huhtala gives people the question: Can a Roma woman advertise? Do people pay attention to this advertisement?

I find your posting very interesting and insightful about Roma! Thanks!!

Hello Johanna, Since I am unfamilair with the culture, I didn't feel that I could assume the ethnicity and the alternative viewpoint of the image. From my perspective, this could be a perfectly acceptable image within certain codes of patriarchy as an advertisement. We typically get movie and tv stars with a milk mustache advertising milk in the US.

Patriarchy is a very interesting point of view, which the photographer tries to get rid of people's minds. But yes, there are mostly good looking people used in advertisements, that's why I really appreciate the artist's work, interpreted with revolution.

Michael, you had such an interesting point. You see heterosexuality, feminity, traditional values and abundance in the picture. However to the Finnish person this picture is a bit confusing, we might see just ethnicity. Those things you mentioned are there, but the person is "wrong" because she represents the discriminated minority. As Johanna pointed out, milk is usually advertised by very different kind of people and identities than Irmeli Huhtala represents. The perfect stereotype is the Finnish Dairy Queen. Since 70's, the new queen (or sometimes king) has been selected yearly. http://www.maitojaterveys.fi/www/fi/maito_ja_terveys_ry/maitotytto/index.php In Finland the ideal person advertising milk is blond, young woman, who is active and independent. She usually wears a national dress and a garland or at least there is something that points out that she comes from the countryside. Maybe some Finnish students remember the 10 years old ad about milks amazing "healing" power. The girl discovers that his boyfriend is cheating her. She drinks some milk (that she pulls up from the very picturesque well) and suddenly everything is good again. Huhtala's image makes the gypsy minority visible in the culture. Usually minorities are not seen in commercials. Placing a gypsy in an unexpected context, we can learn something about our attitudes and prejudices.

As Iina assumed about Finnish people's reactions, I immediately see the Roma ethnicity made visible. People on milk advertisements are always very traditional and all references are highly conservative. Roma people are considered outside of society and they are rarely shown visually on any media. Rant: I think these classic milk advertisements on schools are propaganda. There are even "milk ambassadors" who tour around schools praising everyone should drink milk like it's a necessity to a healthy body.

I can see the photographer's aim of making Roma minority visible and provoke conversation. I think that's one of the "missions" contemporary art has. As Iina and Santeri already wrote, the portrait of Finnish Milk Maid has traditionally been something else than this. Typically we have seen blonde, young, beautiful young people in milk advertises (very often they have been athletes). Yet, I'm not sure I would pay attention to the ethnic minority of the model if this were a real advertisement. The model is young, beautiful and healthy, and as it is, a perfect person for a milk advertisement.

As Pirjo said, the model looks like a perfect person for a milk advertisement. In my eyes advertisement is made to look very finnish and like stereotypical finnish milk advertisement. I think the picture is not very provocative as a single picture, but as a part of the whole exhibition it maybe has a stronger message. I think its funny how a National gown of the Roma woman looks like a dress of Finnish Milk Maid in this context.

As Prijo, and Henna stated, from a western point of view this women is a great candidate for a milk ad. As Prijo said the aim of contemporary art is to create conversation or debate, and I feel this ad does nothing of the sort for a westerner. When I think of milk in general I think of the word strong: eg.bones and body. Defining this as a Finnish milk ad, I would then assume the colors of the dress correlate to the finnish flag, and the style of dress to the traditional garb. Not knowing typical finnish milk ads I would find nothing amiss. Once told of its true political statement, its quite baffling to me. As depictions of western "Gypsies" are not deemed a lesser group of people. They have their own TV shows, and have had their culture highlighted in many different areas. Stating that, my depiction of a gypsy is completely different than the one depicted. The only correlation is darker hair and brown eyes Yet that could also be an Italian, Jewish, or Parisian person to me. The fact that Roma people, or gypsies, are considered poor, they steel and dont take jobs also differs from my notion of gypsies. (Take note: my only association with that group is through the TV) Gypsies are depicted ( at least in the TV shows ) as skinny and self sustaining. Correlating this ad to a typical US Milk ad I would assume the woman is important politically, or socially. Now understanding the woman depicted and how she differs from Finnish milk ads, I do understand her apparent contrast. I feel this piece has more impact knowing the context, and relevance to Finnish culture, and how it could create controversy. From a US standpoint I dont think this ad would make me want to drink milk, only due to the fact i dont want to be a robust milk maid.

I think that Irmeli Huhta's image shows two colliding subjectivities; a traditional Finnish one and a Rom perspective. The picture is full of things that represent traditional, good Finnish way of life; The colors blue and white, the familiar Valio-logo, flowers and a glass of milk. The whole settings is from our traditional "milk girl -comercials" that have encouraged Finnish to drink milk, by showing a healthy young blond woman in a national outfit for a long time. But in the picture it is not a young blond girl in a Finnish traditional outfit, but a Rom girl in a Roma traditional outfit. These are vital things for understanding the meaning of this picture. The viewer should also know the status that Rom people have in our society and what kind of preconceptions are held towards them. I think this is a powerful picture that shows us that even those how think themselves liberal people can suddenly feel anxious within this picture. It forces people to question their thinking.

Irmeli Huhtala is trying to bring forward the problem of rasism and discrimination of minority people in Finland. She is wondering why are all the faces in ad's are caucasian and why are the romanian people left aside. I think that the artist is trying to emphasize the subjecitivty of romanian people. In contemporary art making visible means that something that's normally silenced is being brought into the open. The subjects are usually sensitive or difficult. They often evoke passionate emotions.

Working makes life sweet. I heard that idiom several times in my childhood because my parents thought work is the most important thing in life. When I came to visit China, I found out, that it's necessary to find a balance between work and freetime. Work is definetly necessary, but there should be time to relax too.

What did you experience in your visit to China that changed your perceptions? How would you change the idiom?

Well, I saw that people's only target in life is work. There is no time for sitting down and relax, there is only time for their job. In Europe we are used to have a cup of coffee, and a small chat with our friends when we are tired, but in China people connect everything with work. In China I would change the idiom to: Working makes life work and working makes people survive.

I believe that the work should never be more important to your family and friends. Money and income are important in life, but they do not ever go over the family. Difficult moments in life family support you, the job is not.

I like this idiom. I understand this as working is something that's not especially fun, but necessary economically and globally. In doing work the moments that truly make you happy in life will be so much better knowing you could be working. Just like you wouldn't know how well the good times are in life without the bad. As depicted with the guys frustration and the enjoyment of talking with others.

The early bird gets the worm. It's something that my grandfather, Joseph, said quite often. He meant that if you get up and get going and get it done that you'll succeed in life. Don't wait around, get up and get going. Don't wait to be told what to do, get up and do what you need to do. I thought about finding images of sunrises, birds, and such but it just doesn't fit for me. So I chose a photo of my dog. My dog's name is Malachi. We get up and do it everyday. Rain or shine. Sick or in good health. There's no design by committee. There's no pontification. It's get up and get going. Lead or be lead. Results are immediate.The early bird gets the worm says to me that you get right to the heart of he matter. It's not about being first or getting up at the crack of dawn. It means that you're laser beam focused on the task at hand and that task ay hand deserves your attention.