Robert Schools proves how distorted and conceiving people construe the world through the “Lottery’, proving his idea of cultural reinforcement. In “The Lottery by Shirley Jackson, the small town of 300 people consists of a very suave community, which Is very routinely. The children go off to school, the mothers are the primary caregivers of their homes and the fathers are the workingmen. In this town, everyone enjoys the tradition of picking a name out of a raggedy, old box for a name. However, what is so strange about the town Is they assemble a “lottery, which is when everyone In the town selects who Is to be stoned to death.

As something they see as normal, to them it is an ethical and traditional event. From a reader’s point of view, one may say to themselves, “are you kidding me? ” or “how could they all agree that this is ethical? ” _ Robert Schools explains the villager’s point of view through cultural reinforcement. “By cultural reinforcement, I mean the process through which video texts confirm viewers in their ideological positions and reassure them as to their membership in a collective cultural body” (620). Robert Schools cultural reinforcement could be defined as how a person develops their morals and beliefs through the social world.

For example, the Budweiser commercial in “On Reading a Video Text”, reinforcement is shown through the myth of America we are known for. Although the myth of America being we have completely equal and respectful races is seemingly untrue, commercials try to coax us that the world we live in is successful in equality and respect. In the Budweiser commercial, a black man Is under an Immense about of pressure to make the right call In our Americanizes sport, baseball, It allows its’ viewers to develop d sense of hope and encouragement for the black referee making the call.

As the commercial ends, It is shown that he actually makes the right call and enjoys a cold beer with friends as a celebration of respect in the game. As well as the “Lottery’, the people In this story crowd on the day of the assembled lottery blurts out that other villages have stopped performing the annual event, the eldest villager, Old man Warner, replied, “pack of crazy fools, listening to young folks, nothings good enough for them… Next thing you now they’ll be wanting to go back to living in caves, nobody work anymore, live that way for a while…

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There’s always Ben a lottery’ (997). Old man Warner is so stuck on what he believes is ethical and traditional that those who participate in the lottery are persuaded to think the same way as him. The ideological position demonstrated in the lottery is that if they do not perform the lottery, they will eventually encounter overpopulation, resulting in lack of enough food for everyone. As barbaric as it sounds, these individuals see the lottery as a positive thing, being coaxed by the society they live in, rather than recognizing their actions.

Jackson’s story presents collective cultural body because the small village of 300 people has a similar routine everyday. They are an active community of which all engage in the same ritual. Although the ritual is unethical, it is safe to say that all types of people in this town work together, creating a similar culture amongst everyone. Also, this particular town creates a cultural body, as referred to as Schools, based on their households. A family in this village consisted of a mother, father, and couple of children.

The mother was the caregiver, cooker and cleaner, the father was the workingman, and the children went to school and came home. The boys would help their fathers with house work involving tools and the girls would learn from their mothers the ways of caregivers and so on. What is so important in Jackson’s story is Tees Hutchinson is reassured, in a sense, that she is apart of this collective body because when she is chosen from the lottery, she becomes rebellious and disagreeing of what the lottery is.

It reassures her that she has been engaging in his horrific event every year and has now Just realized that she feels the town is corrupt and unfair. The lottery also demonstrates ideological criticism. Tees makes a joke at the end of the passage, Just before she is aware that she is chosen, exclaiming why she was late by saying, “Wouldn’t want me to leave m’ dishes in the sink now would you, Joe? “(965). This sarcastic remark is mocking her Job as a spouse and the typical hereditary family she has been living in.

Schools explains this scene as a ideological criticism due to the Joke Tees Hutchinson had made about her own ender role as a female. As said by Robert Schools explains this ideological criticism made by Tees, “we would do well to pause and consider the necessity of ideological criticism… The greatest patriots in our time will be those who explore our ideology critically, with particular attention to the gaps between mythology and practice” (633). Tees proves the critical analysis of societies practices such as the female role in a household.

Shirley Jackson presents this type of critique because with Tees mocking her own gender, she is agreeing with her Job as a wife and mother. It is analyzing the way a female thinks of her own gender to by one type of role in a household. Robert Schools quote of “cultural reinforcement” could be elaborated as a “relief of boredom”. In my opinion, Schools “cultural reinforcement” from Reading a Video Text, Commercials aired on T. V. “, means that commercials overstretch and exaggerate what is being advertised by putting the actors and actresses in a more “real life” situation. By commercial, Schools refers to it being a videotape.

It is a form of people to relate to. Jackson “Lottery’, shows reinforcement by the active community the village consists of and the family style. A theme of School’s “Video Text” in Jackson “Lottery’ are the effects of commercials. Like most commercials in Schools piece, it is non realistic of how towns and families actually are. The theme being explained by Schools through the Lottery is things aren’t always as they see. In this particular village, families seem to be perfect and all have specific routines. Neighbors seem so kind with each other and children actively attend school.


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