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Consumption and Mass Media
What is conspicuous consumption? How does conspicuous consumption influence purchasing decisions? Think about a high-priced item (Rolex) that you would like to buy. To what extent could conspicuous consumption affect your decision?
Conspicuous consumption is consumption for the sake of impressing observers. Most consumers buy Rolex watches not because of Rolex's quality, but because the brand signifies that the purchaser is wealthy enough to afford a Rolex. Although an extremely cheap watch and an expensive watch may vary in terms of their quality, the expense of a Rolex cannot be justified by quality alone. Someone who wishes to signify his social class and economic status to friends and associates 'in the know' buys a Rolex; without these signifiers the Rolex means nothing.
Q2. What is conspicuous leisure? In what ways are leisure activities informed by social and economic class? Provide an example of a popular leisure activity (cruising). What assumptions can you make about the participants in this activity?
Certain leisure-time activities require a specific level of income to participate in, such as golf and yachting. Regardless of someone's level of athletic talent, it is impossible to participate in these activities if someone is not wealthy. In contrast, basketball is a very cheap sport and only requires a hoop, ball, and sneakers for someone to practice. Cruising likewise requires a certain amount of money on the part of the participant, if it is to exotic places. However, 'downscale' cruising often suggests a popular budget form of travel frequented by senior citizens.
Q3. Define the term globalization. What effect does globalization have on popular culture? Provide an example of how American popular culture has influenced other countries.
Globalization may be defined as the...
One example of this is how thinness is increasingly becoming the ideal female body type, even in cultures where thinness historically was not prized. Valuing thinness is correlated with the dissemination of American media images abroad.
Choose an advertisement (BMW). Analyze the ad for its media message.
Q1. Who created this media message? Why?
BMW created this media message to sell its new Sports Coupe. The advertisement was designed to be disseminated through magazines and online.
Q2. Who is the intended audience? What do we know about this intended audience -- age, race, ethnicity, gender, socioeconomic background, hobbies, and profession? What type of lifestyle is presented? Is it realistic? Why or why not?
BMW is a high-cost vehicle and traditionally markets its product at an upscale consumer demographic. This particular advertisement is designed to sell a sporty car, and seems directed at a younger consumer, likely male, because of its slogan: "street legal, pretty much." This suggests that driving the car gives one a 'legal high' on the road. The lifestyle projected is one of a fast car-driving thrill ride, in a sleek, expensive sexy vehicle.
Q3. What is the text of the message, either verbal, written, or some other form? What do you see and hear: written or spoken, photos, logos, design, music, sounds, etc.
The unspoken subtext of the print advertisement is this is a sexy, fast sports car that will make the driver feel powerful when he is driving it. The power projected is economic (driving an expensive label like a BMW) and also the powerful speed the vehicle can produce on demand. The words "Street legal, pretty much," against the image of the car draws the focus to the car and…
Mass Media and Ontological Security "Despite the fact that crime rates in most U.S. cities have been in steady decline for a decade, local newscasts still operate under the mantra, 'If it bleeds, it leads'." Gross, et al., 2003, p. 411. Does the mass media threaten society's sense of ontological security more than it contributes to society's ontological security? This paper delves into and analyzes this question from the perspective of peer-reviewed,
The variables were in some instances, however, a bit too general and limited -- for example, in terms of social activity assessment both external and internal factors were measured, but this was too general to bring about any truly definitive results. The measurement of acculturation was also felt to be too general and did not include enough criteria and variables to be very effective. Nevertheless, the results of this
In a democracy like American where freedom of speech is enshrined in the Constitution, this view takes on a certain reality in that the news and views disseminated by the media may not always be factual or true and the reader or viewer has to be very discerning in what they read or watch. A study on this subject entitled Mind control and the media states that while the invention
Media Communications Representation of characters and role models in different media outlets is based on perceptions and preconceived notions held by the producer, co-producers, and audiences at large. Only those representations are drawn that largely resonate with current meanings given to people, characters, places, and objects.The paper presents two theoretical approaches to study media and its impact at large. Theory of social constructivism provides framework to assess the meanings given to
Media Violence The potential relationship between media violence and actual aggression comes to the forefront of public discussion, but unfortunately this discussion rarely takes into account the science related to the relationship between media violence and aggressive behavior. In particular, there is a widespread assumption that media violence directly causes aggression and aggressive behavior, and this assumption has become so common that even secondary scholarly discussions of the evidence have taken
Consumption Conspicuous consumption is unapologetic, unrestrained, and unabashed consumerism: buying things for the sake of buying them without actually needing them. It is conspicuous because of the social status one perceives when buying certain products. Conspicuous consumption as a social norm fuels marketing, and influences purchasing decisions. A brand name item costs ten times more than a generic, but the logo has status and the consumer is willing to pay more