Embedded Files
The film is not only a commentary on the pervasive nature of the media in modern life but also a critical look at materialism. This idea of life being superficial or inauthentic is introduced by the actor who plays Marlon when he speaks to the camera and claims 'It's all real, nothing you see here is fake...it is merely controlled'. However this is instantly juxtaposed with imagery of the idyllic Seahaven Island presented through an overhead shot, revealing its perfection and uniformity which suggests the valuing of superficial appearances in the community.
The show's inclusion of frequent product placements, particularly by Meryl reinforces the centrality of advertising to modern society and commodification - the idea that everything is for sale. Meryl represents the ideal wife and woman with her 'perfect' hair and make-up and her constantly chirpy façade. Weir uses dark humour to criticise the omnipresence of marketing in our lives, seen in the mid-shot and slow zoom -in on Meryl as she tells Truman about the latest product she has bought - 'Look what I got at the supermarket, it's a chef's pal' - and then rattles off its features like in an infomercial.
Weir uses these scenes in the film to criticise the invasive nature of advertising in our capitalist society. Everywhere we look we are bombarded with advertising: public billboards and bus shelters are plastered with ads; the TV shows, podcasts and music streaming services contain ads; marketing is even creeping into our schools with things like the Dollarmite accounts set up for children by the big banks.
Marlon is similarly a vehicle for product placement, as seen when he promotes his beer when Truman is trying to speak to him about his feelings of unhappiness. Marlon looks to the camera and, holding up his beer, says "That is a beer". Ultimately Weir criticises the dominant belief of modern life - that happiness can be bought - through his satirical representation of a world in which product placement and advertising jargon is normalised.
Truman as Commodity
Truman as Commodity
Ultimately, Truman himself has become a commodity in this alienated world that Weir has depicted. The TV talk show host informs us that Truman 'became the first human to be adopted by a corporation'. The company producing the show effectively gained ownership of him, highlighting the commodification of human beings in capitalist societies.
Every aspect of Truman's life has been stolen from him by the corporation and has been used to maximise their profits. His popularity has been harnessed in order to sell products from the Truman Show catalogue. Costumes that he or the actors wear can be purchased by viewers. Everything in his house can be purchased. Viewers are encouraged to go to bed watching him, and in effect are encouraged to 'own' him the way the corporation does.
By introducing this element of Truman being commodified, Weir is critically commenting on the way capitalist societies create alienation between the individuals within them, because they foster a transactional attitude to relationships. People are encouraged to compete with one another and also to be concerned about how they can personally benefit from relationships - both professional and personal ones.
Culture Jamming as a form of Resistance
Culture Jamming as a form of Resistance
Watch the short film below.
What is the purpose of culture jamming? What is it trying to do?
How effective do you think it is as a form of resistance
How has the nature of public space changed under capitalism?
How might we reclaim public space?
What is the Truman Show saying about resistance to advertising and consumerism?
Task
Task
1.What are some ways that people are commodified and encouraged to have 'transactional relationships' in our contemporary context? Write down 3-4 examples.
2. How does advertising impact on your life? How does it relate to the important relationships in your life?
Analysis Table
Analysis Table
Task
Task
Write a PEEL paragraph (250 words) in response to:
"Analyse how Weir uses film techniques to critique the insidious role of advertising in capitalist societies."
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