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Unit 2 2

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Information about Unit 2 2
Education

Published on January 24, 2009

Author: JasonSWrench

Source: slideshare.net

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Unit 2-2 Pop Culture: Cultural Influence in America and Beyond

Folk Culture (high) Traditional and non-mainstream cultural activities that are non financially driven.

Pop Culture (low) Those systems or artifacts that most people share and that most people know about (TV, music, videos, magazines, etc. . . .)

Consuming Pop-Culture

 

TELEVISION Kids influence over $130 billion of their parents money Kids spend $8 billion of their own

Channel One – Costs the US $1.8 billion in lost education time annually

Magazines

Radio

Advertising

Why Study Advertising in Intercultural Communication?

1) Pervasive Function

 

 

 

 

You see over 3,000 Advertising messages per day. - Dr. Jean Kilbourne (1999)

You see over 5,000 Advertising messages per day. - Advertising Age (2000)

This number will increase ten fold in the next five years because of the new Internet advertising

 

 

$200 Billion on Advertising 1) $250,000 to make a commercial 2) $250,000 to air a commercial 3) $1 Million to air a commercial during the Academy Awards 4) $1.5 Million to air a commercial during the Super bowl (Victoria’s Secret)

What do Advertisers Sell?

YOU!!! 

 

 

 

 

1998 Mike Cameron Was suspended from school because he wore a Pepsi shirt on a school sanctioned “Coke” day in Evans, GA.

Top Ten Most Advertised Corporations (1999) Chevrolet AT&T Dodge Ford McDonalds Toyota Sears Sprint Chrysler Nissan Source: Advertising Age Magazine

Chevrolet

AT&T

Dodge

Ford

McDonalds

Toyota

Sears

Sprint

Chrysler

Nissan

According to a 2006 study by Bolt Media, Only One in Four 2- to 34-year-olds Can Name Broadcast Networks. ABC, NBC, CBS and Fox

So what do 12-34 year olds do? 84% surf the net during idle periods. 75% hang out with friends. 71% watch movies. 69% watch TV.

84% surf the net during idle periods.

75% hang out with friends.

71% watch movies.

69% watch TV.

Five Most watched Networks 18-34 year old market Fox Comedy Central ABC MTV Cartoon Network

Fox

Comedy Central

ABC

MTV

Cartoon Network

Abercrombie And Fitch Experiment

 

 

 

 

 

 

 

 

 

OBJECTIFICATION Turning a human’s body into an “object among other objects in the world” – Dr. Jean Kilbourne

 

 

 

 

Objectification & Sex $EX $ELL$

 

 

Michael Pfau (1994) Men need more intensive messages for the persuasion to be as strong as weaker messages are for females.

 

 

Many Advertisers take Culturally Oriented Political Stances as well

Why Might You Ask? 1. African Americans spend more than $446 billion more than the GNP of Switzerland 2. Gay and Lesbian Markets – Virtually untapped with a lot of expendable income

3. The Elderly – Over 50 - Spend $60 Million Annually on Grandchildren - Spend $30 Billion on Travel - More likely to be On-line than any other sub-population in the US - By 2020 there will be 96 million over the age of 50 – 43% of all adults in the US

 

 

 

 

Advertising’s True Effects We live in a Toxic Culture

 

 

 

 

 

 

 

 

 

 

Representing Cultural Groups A. Foreigner’s Perceptions of US Culture B. Popular Culture and Stereotyping

Cultural Imperialism (Tomlinson, 1991) As cultural domination Media Imperialism National Discourse As a critique of Global capitalism A critique of modernity Electronic Imperialism

As cultural domination

Media Imperialism

National Discourse

As a critique of Global capitalism

A critique of modernity

Electronic Imperialism

Effects of Consumerism Fill out the Body Dysmorphia Scale on pages 72-74.

Body Dysmorphia An inaccurate, unrealistic, and pathological appraisal of one’s physical appearance.

Factors of Body Dysmorphia Avoidance of Life Muscle Dysmorphia Propensity Towards Eating Disorders

Avoidance of Life

Muscle Dysmorphia

Propensity Towards Eating Disorders

Anorexia Nervosa When an individual is at 85% of what their normal weight should be for someone their height and age.

Bulimia Tendency to over eat (binge) followed by some form of purging: self-induced vomiting, diuretics, emetic abuse, excessive exercise, fasting, and/or laxatives.

Binge Eating Disorder Eating, in a discrete period of time (e.g., within any 2-hour period), an amount of food that is clearly larger than what most people would eat in a similar period of time under similar circumstances. i

Females & Males 0.5-3.7% of females suffer from anorexia nervosa 1.1-4.2% of females suffer from bulimia nervosa 2-5% of males and females suffer from binge eating disorder

0.5-3.7% of females suffer from anorexia nervosa

1.1-4.2% of females suffer from bulimia nervosa

2-5% of males and females suffer from binge eating disorder

Females & Males, cont. 4.5% females, 0.4% males report bulimia in first year of college Males represent only 5-10% of eating disordered individuals

4.5% females, 0.4% males report bulimia in first year of college

Males represent only 5-10% of eating disordered individuals

Factors of Body Dysmorphia Avoidance of Life Muscle Dysmorphia Propensity Towards Eating Disorders Pathological Self-Consciousness

Avoidance of Life

Muscle Dysmorphia

Propensity Towards Eating Disorders

Pathological Self-Consciousness

Barbie the Culprit? Berger-Cross (1996) 7’6” (or two feet taller than your average female) Would weigh 101 pounds Wears a 4 dress size Have a 39” bust 14” waist Barbie would have only around 10% body fat

7’6” (or two feet taller than your average female)

Would weigh 101 pounds

Wears a 4 dress size

Have a 39” bust

14” waist

Barbie would have only around 10% body fat

GI JOE (Pope, Olivardia, Gruber, and Borowiecki, 1999) 6 feet tall 31.7” waist 44.4” chest 12.2” biceps

6 feet tall

31.7” waist

44.4” chest

12.2” biceps

GI JOE (Pope, Olivardia, Gruber, and Borowiecki, 1999) 6 feet tall 36.5” waist 54.8” chest 26.8” biceps

6 feet tall

36.5” waist

54.8” chest

26.8” biceps

What Does this All Mean?! America ™ is no longer a country. It’s a multi-billion dollar brand. American ™ culture is no longer created by the people. A free, authentic life is no longer possible in America ™.

America ™ is no longer a country. It’s a multi-billion dollar brand.

American ™ culture is no longer created by the people.

A free, authentic life is no longer possible in America ™.

What Does this All Mean?! American ™ cool is a global pandemic. The Earth can’t support the life style of the cool hunting American ™ style consumer.

American ™ cool is a global pandemic.

The Earth can’t support the life style of the cool hunting American ™ style consumer.

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