______________ __________ 2%-______
The Clackanjas Print J“'***V
Wednesday, FeWaary ÌM, 199W
.
....................... * 1
X *
Opinion
Changing image of cowboys
Laney Fouse
Staff Writer
It’s the American way. It’s
the way the West was won. It’s
my all time hero, the cowboy,
turned spokesman for cigarettes.
Thanks, Phillip Morris for the
Marlboro Man, that strong silent
type, reminiscent of days long
gone, who changed as the years
went by. As a child of the fifties
and sixties, I remember him as
more of the John Wayne type. In
the seventies and eighties, he was
rather like the guy next door. The
nineties version, seen on t-shirts
and billboards across the country,
doesn’t even have a face. He’s
basically cast as a black and white
shadow figure. My heroes have
always been cowboys, but they
didn’t include the Marlboro Man.
Besides, he’s not real. He’s not
John Wayne or Clint Eastwood.
Or is he?
They will probably be best re
membered as America’s all-time
cowboy heroes, due to the popu
larity and success of westerns. It’s
no wonder the makers, Phillip
Morris, of Marlboro cigarettes de
cided to cash in on the image of
these cowboy heroes. We were a
young America, still unsophisti
cated and unsuspecting. The ad
vertising geniuses preyed upon
our adolescent minds, thereby
roping us into thinking smoking
was okay. After all, look how
great the Duke looked sitting
astride his horse or going after
some bad guy with a cigarette in
his mouth.
Let’s talk about a smoke
screen. Or better yet, how many
bad guys did Eastwood gun down
without once getting smoke in his
eyes from the cigarette dangling
from his lips? These cowboy he
roes made fending off the bad
should
have been
canceled
Karin Redston
Staff Writer
guys look so simple. Just light up,
take a puff, sit back and look cool,
you could be a hero, too. At least
that’s what the Marlboro people
would like for us to think. Unfor
tunately, some of us fell for it.
American teens of the fifties
and sixties grew up and moved
away from home. It was time for
the Marlboro Man to move on too.
All that smog in LA was getting
to him. Besides, he wanted to find
himself. So where does he relo
cate? Montana, of course, Big Sky
country, clean air, cattle ranches,
where a man can be a man. He
doesn’t need a nine-to-five, a
mortgage or a three-piece suit. He
is free to roam the countryside on
his faithful horse and breathe the
clean mountain air. Did you ever
notice the commercials never
showed us the poor man hacking
and coughing each morning? The
only time we ever saw him was
out riding the range or branding
the cattle, all the while cigarette
smoke was whirling about his
cowboy hat.
These two earlier images of
the Marlboro man appealed to an
older and whiter (yes, whiter)
Corrections:
February 7 issue, Bassett: The name of the belief
was supposed to be Baha’i Institute.
January 24 issue, Manufacturing program
expands '.Brian Newton was the designer of the
nozzle.
The Clackamas Print Staff
Editor-in-Chief: Chad Patteson (Ext. 2576)
Managing Editor: Amy K. Hanson (Ext. 2576)
Feature Editor: Jon Roberts (Ext. 2578)
Sports Editor: Jesse Sowa (Ext. 2578)
Photography Editor: Josh Kehler (Ext. 2578)
Copy Editor: Vicki Welch (Ext. 2578)
Opinion Editor: Brendon Neal (Ext. 2576)
Business Manager: Cori Kargel (Ext. 2578)
Assistant Opinion Editor: Ryan Humphris (Ext. 2309)
Assistant Feature Editor: Brad Zimmerman (Ext. 2309)
Assistant Photo Editor: Lora Wahrgren (Ext. 2309)
News Editor: Pamela Sirianni (Ext. 2309)
, Staff Writers/Photographers:
Eric Eatherton, Megan Friedow,
Paul Ulmen, Andrew Beck, Laney Fouse, Damon Fouts,
Joel Gunderson, Tarah Nimz,
Karin Redston, Joel Shempert
Secretary: Joanne Gale (Ext. 2309)
Advisor : Linda Vogt (Ext. 2310)
The Clackamas Print aims to report the news in an honest, unbi
ased, professional manner. The opinions expressed in The Clackamas
Print do not necessarily reflect those of the student body, college adminis
tration, its faculty or The Clackamas Print's advertisers. Products and
services advertised in The Clackamas Print are not necessarily endorsed
by anyone associated with The Clackamas Print. The Clackamas Print
is a weekly publication distributed every Wednesday except for finals week.
The advertising rate is $4.50 per column inch.
All signed letters to the editor will be considered for publication and
must be submitted by 1 p.m. the Friday prior to the next issue.
Clackamas Community College, 19600 S. Molalla Avenue, Oregon
City, Oregon, 97045; Barlow 104; (503) 657-6958, ext. 2309.
E-mail: cccprint@clackamas.cc.or.us
America, unlike Joe Camel, who
brings to the party an invitation
for members of the younger and
hipper generation to light up.
As noted in Wanda
Coleman’s essay, “Say It Ain’t
Cool, Joe,” Joe Camel’s life-style
appeal for the younger generation
is that he’s rich and famous no
matter what he does. The Joe
Camel ads make it appear that
this goal can be achieved just by
smoking. With the success of Joe
Camel, the ad people decided that
the Marlboro Man needed a
change in image with a broader
audience appeal. They accom
plished this task by getting rid of
the real person, who portrayed the
Marlboro Man. What you see
gracing the billboards today is not
a real person but merely a black
and white shadow of a guy sport
ing a Stetson. He has a broader
appeal because you don’t know
whether he’s black or white,
brown or yellow, young or old.
Why should the tobacco com
panies be prejudiced and exclude
anyone from the opportunity to
get hooked on cigarettes? Not
only does this new “shadow” fig
ure of the Marlboro Man appeal
to different races and ages, but he
bears a striking resemblance to
one of country music’s favorite
performers—George Strait. Is it
any wonder that Phillip Morris
went after this audience too? The
popularity of country music has
grown tremendously during the
past 10 years and people from all
walks of life now claim to be fans.
A lot of country-and-western con
certs, as well as rodeos, are spon
sored by Marlboro.
I agree with Coleman’s as
sessment that Joe Camel is offen
sive, but so is the Marlboro Man.
The plain and simple fact is ciga
rette smoking is slow death. Per
haps the tobacco companies feel
it their duty to help control over
population. Or maybe, all the
clean air was just too much to
handle. They couldn’t possibly
be thinking only of their bottom
line. Hats off to you, Phillip
Morris, for destroying the image
of my hero, the American cow
boy. Now, along with Willie and
Wayion, I’ll be singing, “Mamas,
Don’t Let Your Babies Grow Up
To Be Cowboys.”
The recent decisions on
Clackamas school closures due
to weather, have been distinctly
confusing.
When we had the threat of
freezing rain, the college was
closed. When our county, one
of 13, was under a state and fed
eral disaster emergency, the col
lege was still open.
After speaking with Gary
Dirrim, dean of college services,
the decision-making process on
when to close CCC has now
gone totally above this writer’s
head. The fact is that 13 coun-
ti e s in Ore go n, Clackamas
County being one were declared
federal disaster areas by Presi
dent Bill Clinton. We were
asked not to be on the roads and
not to be on the phones. As of
Monday, we were asked to con
serve water unless we wanted to
boil water contaminated with
sewage. Our college was still
open.
For the students whose
grades are affected by not at
tending classes, not cancelling
was a hardship. Many whom I
talked to were worried about
getting home. As it turned out,
their concerns were justified.
Many were unable to get home.
The call for volunteers
through 13 counties was unher
alded. From what this writer
saw, the high schools had a
strong volunteer effort. The Or
egon City Shopping Center had
many volunteers sandbagging
and directing traffic. As did all
of the flood affected areas.
Many students and employ
ees, myself included, were not
happy with the decision to keep
CCC open. Hopefully, the ad
ministration will review the de
cision-making process for clos
ing the school in a federal state
emergency.
Exposing small town reality
Joel P. Shempert
Staff Writer
In the column, “Making par
ents take responsibility for their
children’s criminal actions,”
which appeared in the Jan. 31 is
sue of the Print, Eric Eatherton
conveyed, as a major point in his
argument regarding juvenile
crime, the idea that small towns
and communities are close-knit,
friendly and uncorrupted. I
would like to take issue with this
erroneous idea, through the voice
of personal experience.
I submit that the myth of the
Typical American Small Town is
a stereotypical concept fostered
by ignorance; That the denizens
of small communities suffer from
the same human flaws, immorali
ties and sources of corruption as
anyone else in our country, or
indeed, our planet.
Let me tell you a story. It’s
a true story, one that marks a
turning point in my life and one
about which I could write a thou
sand columns. It is the story of
shattered innocence, of corrup
tion and betrayal and of thè un
just fall of a noble man. It is the
story of Logan.
Logan is a small commu
nity—as small as they come, in
fact, in the Estacada area. It is a
sprawling vista of rolling hills,
winding roads and scattered
houses and farms. Nestled in this
landscape is historic Logan Com
munity Church, a modest, pictur
esque white building set off by
mammoth pines. It is here in the
very house of God that the con
flict of good and evil was played
out, where ambition and petty
guile crumbled a congregation’s
very foundation, where siege was
laid against the office of Pastor.
That pastor was my father.
My dad pastored at Logan for
nine years, and in all that time, I
never suspected the two-faced
church politics that existed be
neath the congregation’s cheery
surface. The corruption was
there, however. It was present in
enough members, some possess
ing positions of power in the
church, to devastate the lives of
my family and those who stood
by us.
I’ll probably never know the
full extent of the hidden corrup
tion, and I’m not sure I want to.
But I do know that it all came
bubbling up to the surface when
my father attempted to make a
public apology for some griev
ances expressed by a church
leader.
The response was less than
ideal. The man and his wife be
came fiercely indignant and
stormed out of the service. You
see, they didn’t want things out
in the open. They preferred to
gossip and complain in secrecy,
and my father’s attempt to get
matters resolved only enhanced
their concept of him as an upstart
and troublemaker.
In any case, the angry couple
left the church and it seemed that
the crisis had passed. However,
a few months later, the deacon
board surprised my father with the
recommendation that he resign,
TOWN on Page 3
The faculty,
staff and stu
dents of CCC
extend their
condolences
to Lisa Garza
and family for
the recent
loss of her
father.