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, ma...
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 commer...
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) <ul><li>Chevrolet </li></ul><ul><li>AT&T </li></ul><ul><li>Dodge </li></ul><ul...
According to a 2006 study by Bolt Media, Only One in Four 2- to 34-year-olds  Can Name Broadcast Networks. ABC, NBC, CBS a...
So what do 12-34 year olds do? <ul><li>84% surf the net during idle periods. </li></ul><ul><li>75% hang out with friends. ...
Five Most watched Networks 18-34 year old market <ul><li>Fox </li></ul><ul><li>Comedy Central </li></ul><ul><li>ABC </li><...
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...
3. The Elderly – Over 50 - Spend $60 Million Annually on Grandchildren - Spend $30 Billion on Travel - More likely to be O...
 
 
 
 
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)  <ul><li>As cultural domination  </li></ul><ul><li>Media Imperialism  </li></ul><u...
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 <ul><li>Avoidance of Life  </li></ul><ul><li>Muscle Dysmorphia  </li></ul><ul><li>Propensity To...
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, e...
Binge Eating Disorder  Eating, in a discrete period of time (e.g., within any 2-hour period), an amount of food that is cl...
Females & Males <ul><li>0.5-3.7% of females suffer from anorexia nervosa  </li></ul><ul><li>1.1-4.2% of females suffer fro...
Females & Males, cont. <ul><li>4.5% females, 0.4% males report bulimia in first year of college  </li></ul><ul><li>Males r...
Factors of Body Dysmorphia <ul><li>Avoidance of Life  </li></ul><ul><li>Muscle Dysmorphia  </li></ul><ul><li>Propensity To...
Barbie the Culprit? Berger-Cross (1996)  <ul><li>7’6” (or two feet taller than your average female)  </li></ul><ul><li>Wou...
GI JOE (Pope, Olivardia, Gruber, and Borowiecki, 1999)  <ul><li>6 feet tall  </li></ul><ul><li>31.7” waist  </li></ul><ul>...
GI JOE (Pope, Olivardia, Gruber, and Borowiecki, 1999)  <ul><li>6 feet tall  </li></ul><ul><li>36.5” waist  </li></ul><ul>...
What Does this All Mean?! <ul><li>America ™ is no longer a country. It’s a multi-billion dollar brand.  </li></ul><ul><li>...
What Does this All Mean?! <ul><li>American ™ cool is a global pandemic.  </li></ul><ul><li>The Earth can’t support the lif...
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Unit 2 2

  1. 1. Unit 2-2 Pop Culture: Cultural Influence in America and Beyond
  2. 2. Folk Culture (high) Traditional and non-mainstream cultural activities that are non financially driven.
  3. 3. Pop Culture (low) Those systems or artifacts that most people share and that most people know about (TV, music, videos, magazines, etc. . . .)
  4. 4. Consuming Pop-Culture
  5. 6. TELEVISION Kids influence over $130 billion of their parents money Kids spend $8 billion of their own
  6. 7. Channel One – Costs the US $1.8 billion in lost education time annually
  7. 8. Magazines
  8. 9. Radio
  9. 10. Advertising
  10. 11. Why Study Advertising in Intercultural Communication?
  11. 12. 1) Pervasive Function
  12. 17. You see over 3,000 Advertising messages per day. - Dr. Jean Kilbourne (1999)
  13. 18. You see over 5,000 Advertising messages per day. - Advertising Age (2000)
  14. 19. This number will increase ten fold in the next five years because of the new Internet advertising
  15. 22. $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)
  16. 23. What do Advertisers Sell?
  17. 24. YOU!!! 
  18. 29. 1998 Mike Cameron Was suspended from school because he wore a Pepsi shirt on a school sanctioned “Coke” day in Evans, GA.
  19. 30. Top Ten Most Advertised Corporations (1999) <ul><li>Chevrolet </li></ul><ul><li>AT&T </li></ul><ul><li>Dodge </li></ul><ul><li>Ford </li></ul><ul><li>McDonalds </li></ul><ul><li>Toyota </li></ul><ul><li>Sears </li></ul><ul><li>Sprint </li></ul><ul><li>Chrysler </li></ul><ul><li>Nissan </li></ul>Source: Advertising Age Magazine
  20. 31. 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
  21. 32. So what do 12-34 year olds do? <ul><li>84% surf the net during idle periods. </li></ul><ul><li>75% hang out with friends. </li></ul><ul><li>71% watch movies. </li></ul><ul><li>69% watch TV. </li></ul>
  22. 33. Five Most watched Networks 18-34 year old market <ul><li>Fox </li></ul><ul><li>Comedy Central </li></ul><ul><li>ABC </li></ul><ul><li>MTV </li></ul><ul><li>Cartoon Network </li></ul>
  23. 34. Abercrombie And Fitch Experiment
  24. 44. OBJECTIFICATION Turning a human’s body into an “object among other objects in the world” – Dr. Jean Kilbourne
  25. 49. Objectification & Sex $EX $ELL$
  26. 52. Michael Pfau (1994) Men need more intensive messages for the persuasion to be as strong as weaker messages are for females.
  27. 55. Many Advertisers take Culturally Oriented Political Stances as well
  28. 56. 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
  29. 57. 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
  30. 62. Advertising’s True Effects We live in a Toxic Culture
  31. 73. Representing Cultural Groups A. Foreigner’s Perceptions of US Culture B. Popular Culture and Stereotyping
  32. 74. Cultural Imperialism (Tomlinson, 1991) <ul><li>As cultural domination </li></ul><ul><li>Media Imperialism </li></ul><ul><li>National Discourse </li></ul><ul><li>As a critique of Global capitalism </li></ul><ul><li>A critique of modernity </li></ul><ul><li>Electronic Imperialism </li></ul>
  33. 75. Effects of Consumerism Fill out the Body Dysmorphia Scale on pages 72-74.
  34. 76. Body Dysmorphia An inaccurate, unrealistic, and pathological appraisal of one’s physical appearance.
  35. 77. Factors of Body Dysmorphia <ul><li>Avoidance of Life </li></ul><ul><li>Muscle Dysmorphia </li></ul><ul><li>Propensity Towards Eating Disorders </li></ul>
  36. 78. Anorexia Nervosa When an individual is at 85% of what their normal weight should be for someone their height and age.
  37. 79. Bulimia Tendency to over eat (binge) followed by some form of purging: self-induced vomiting, diuretics, emetic abuse, excessive exercise, fasting, and/or laxatives.
  38. 80. 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
  39. 81. Females & Males <ul><li>0.5-3.7% of females suffer from anorexia nervosa </li></ul><ul><li>1.1-4.2% of females suffer from bulimia nervosa </li></ul><ul><li>2-5% of males and females suffer from binge eating disorder </li></ul>
  40. 82. Females & Males, cont. <ul><li>4.5% females, 0.4% males report bulimia in first year of college </li></ul><ul><li>Males represent only 5-10% of eating disordered individuals </li></ul>
  41. 83. Factors of Body Dysmorphia <ul><li>Avoidance of Life </li></ul><ul><li>Muscle Dysmorphia </li></ul><ul><li>Propensity Towards Eating Disorders </li></ul><ul><li>Pathological Self-Consciousness </li></ul>
  42. 84. Barbie the Culprit? Berger-Cross (1996) <ul><li>7’6” (or two feet taller than your average female) </li></ul><ul><li>Would weigh 101 pounds </li></ul><ul><li>Wears a 4 dress size </li></ul><ul><li>Have a 39” bust </li></ul><ul><li>14” waist </li></ul><ul><li>Barbie would have only around 10% body fat </li></ul>
  43. 85. GI JOE (Pope, Olivardia, Gruber, and Borowiecki, 1999) <ul><li>6 feet tall </li></ul><ul><li>31.7” waist </li></ul><ul><li>44.4” chest </li></ul><ul><li>12.2” biceps </li></ul>
  44. 86. GI JOE (Pope, Olivardia, Gruber, and Borowiecki, 1999) <ul><li>6 feet tall </li></ul><ul><li>36.5” waist </li></ul><ul><li>54.8” chest </li></ul><ul><li>26.8” biceps </li></ul>
  45. 87. What Does this All Mean?! <ul><li>America ™ is no longer a country. It’s a multi-billion dollar brand. </li></ul><ul><li>American ™ culture is no longer created by the people. </li></ul><ul><li>A free, authentic life is no longer possible in America ™. </li></ul>
  46. 88. What Does this All Mean?! <ul><li>American ™ cool is a global pandemic. </li></ul><ul><li>The Earth can’t support the life style of the cool hunting American ™ style consumer. </li></ul>
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