The Coffee Cup Illustrations of @yoyoha

The Instagram account titled ‘yoyoha‘ is run by Josh Hara and involves a series of illustrations made on the back of a coffee cup. These illustrations are usually topical and focus on popular culture and the digital age, for example the quote from his Instagram profile: ‘Don’t forget to stop and Instagram the roses’. This account, whilst extremely creative and apparently positive, is also a critical commentary on society. However this critique appears to be a good natured attempt at reminding viewers how reliant they are on technology. In addition to this, Hara takes the typical Western activity of getting a coffee from a well known international coffee chain and uses it in a creative critical way, perhaps to also remind the viewers of how prominent capitalism and consumerism is in the daily rituals of our lives.

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Here Hara comments on the idea that technology is as central to our lives as the umbilical cord is to the baby in the womb, that we are completely dependant on it to be able to function. This perhaps tries to make the point that we should aim to loosen our dependancy on our technology and consider the other aspects of life.

Likewise in the image below, Hara comments on a similar sort of idea but specific to the mobile phone, the way that individuals can’t seem to leave the phone along. Many individuals are constantly checking on their phones, unable to live life without the distraction of notifications.

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In the image below Hara references the music video from the song Hot Line Bling from the artist Drake, in which he performed some unusual dance moves, which the whole Internet took joy in ridiculing. There were a multitude of memes and short videos mocking the music video. However this may have been Drake’s original plan, because as the song and music video went viral, it meant that a massive amount of people were aware of his music. Hara uses this viral phenomenon and shapes it to the concept of the coffee cup in this topical illustration.

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Continuing with the music theme, Hara uses lyrics from the popular Adele song Hello, to describe the feeling of seeing a mobile coffee order from the side. Here Hara again is using music from the socially renowned Adele and shaping it to make a comment on coffee culture, most specifically the involvement of the mobile phone to make orders. The helpless situation Hara describes in this image would most likely be referred to as a ‘third world problem’, which refers to the fact that many Western, affluent individuals don’t actually have to worry about the basic elements of survival and often take this for granted.

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Lastly Hara also uses the popularity of the musical icon Taylor Swift and her lyrics in this image to make a clever reference to coffee culture. Hara uses play on words to create a pun, using the ‘Tau’ from Taylor to create a word that sounds like the coffee ‘latte’. He has also changed the lyrics to relate to coffee, which further addresses the concept of coffee culture. However there may have been another reason why Hara changed the lyrics, as Taylor Swift has been trade marking many of her lyrics from her songs, making them unavailable for free use on the sale of other products. Perhaps what Hara is really referring to here, is the threat to his freedom of expression from Taylor Swift’s need to earn any and all money from what she perceives as her intellectual and creative money, despite the fact that she is extremely wealthy and perhaps wouldn’t necessarily benefit hugely from the additional money this trademarking would generate.

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I chose to research and look at the profile of Josh Hara (yoyoha) because it is a really good example of someone using Instagram and visual images creatively in order to make critical comments on topical concepts. Although Hara’s commentary on these different social phenomenons could be viewed as generally positive, he is still drawing awareness to concepts that many would perhaps take for granted. In addition to the illustrations, Hara also uses text creatively to contribute to the visual statements the images make. I can learn a lot from this account in how to make a creative visual statement and I hope to gain inspiration from the activity from this account in relation to my own research idea.