Matching Items (12)

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Sneaker Life: The Critical Analysis of Marketing Strategies Administered by Nike and Under Armour

Description

My thesis will revolve around the ideology and sociology of the sneaker brand and in particular, basketball sneakers. The mega sneaker superpower Nike and underdog Under Armour have shoes they

My thesis will revolve around the ideology and sociology of the sneaker brand and in particular, basketball sneakers. The mega sneaker superpower Nike and underdog Under Armour have shoes they want to sell and consumers they want to buy them. I will discuss how the advertisements are used and implanted by both Nike and Under Armour. The two points of reference from each company will be LeBron James, Nike, and Stephen Curry, Under Armour. Both basketball players have signature shoes and undoubted the NBA's most relevant players this past season. The two players just so happened to face off against each other int eh NBA finals, which enhanced the marketing potential for both companies. Thus, the advertisements for these and their shoes would have been at its peak trying to sway consumers to either side. Nike and Under Armour both ploy attempts in creating marketing material to attract their consumer base. The thesis will look at why sneakers have become a social trend and high commodity. I will look at how pop culture and psychological diseases play a role in the consumers' choice to purchase either shoe. The work as a whole will attempt to bring forth some revitalizing information on today's sneaker culture. Research was limited, however with the information to conduct this thesis, the thesis should spark interest in new research related fields. Thus, bring forth a new renaissance in today's culture: Sneaker Life.

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Agent

Created

Date Created
  • 2017-05

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Understanding Jewish Humor and Its Role in Popular Jewish Films From Argentina

Description

It is very difficult to construct an explicit definition of Jewish humor and, thus, even harder to identify examples of the use of this type of humor. In this paper,

It is very difficult to construct an explicit definition of Jewish humor and, thus, even harder to identify examples of the use of this type of humor. In this paper, I use a literature review to set forth a list of characteristics of Jewish humor to aid in its identification and I explain the common reasons for the use of this humor. I use the characteristics of Jewish humor to aid in my identification of Jewish humor in five popular Jewish films from Argentina. I examine what aspects I believe to be exemplifying this type of humor and what this type of humor adds to the films in question. The films that I have chosen to analyze are: El abrazo partido directed by Daniel Burman, Cara de queso—mi primer gueto directed by Ariel Winograd, Relatos salvajes directed by Damián Szifron, Sol de otoño directed by Eduardo Mignogna, and Anita directed by Marcos Carnevale. Judaism is central to the plots of these five films and three of the directors (Burman, Winograd, and Szifron) are Jewish themselves. I show how the directors’ experiences with the Argentinian-Jewish community inform their use of Jewish humor. Lastly, I demonstrate how these examples of Jewish humor help to bring Judaism into Argentinian popular culture and, by doing so, allow Jewish stories and history to be told on a large scale.

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Created

Date Created
  • 2018-05

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Iconography of Bubble Tea as an Asian-American Cultural Identity

Description

This thesis examines the emerging significance of bubble tea as a part of a larger cultural identity of second generation Asian-Americans and how it has transformed between generations in the

This thesis examines the emerging significance of bubble tea as a part of a larger cultural identity of second generation Asian-Americans and how it has transformed between generations in the United States. From a seemingly simple drink to the global phenomenon that has shifted in connotation to a highly sophisticated crafted drink that has led to the “third-wave coffee shops” and a “third place” for many Asian-Americans today. Specifically, I analyze the ways that bubble tea has become almost synonymous with the Asian-American youth culture due to a shift in globalization, migration, and cultural power. Through a qualitative analysis as well as a social observation of the audience and targeted groups of consumers as each local shop, I will examine the influence of bubble tea. With this work, I show how bubble tea reflects a sense of “home” and an identity rooted in immigration to Asian-American pop culture today.

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Agent

Created

Date Created
  • 2020-05

Eye of the BeholdHer

Description

Language is powerful. The words we use define our perceptions. They label what we see and paint a picture for those with whom we are communicating. Words serve as heuristic

Language is powerful. The words we use define our perceptions. They label what we see and paint a picture for those with whom we are communicating. Words serve as heuristic when assigning value to an object, experience, or person. My thesis, Eye of the BeholdHer, focuses on the language used in American pop-culture to describe women. I comment on the dehumanization of women through the use of animal names used to describe personality, appearance, and genitalia, as well as the way the English language implies domestication and inferiority of women through the use of the certain words. Examples include, but are not limited to: bitch , chick, pussy, beaver, cougar, catty, heifer, old bat, mousy, foxy, and vixen. Eye of the Behold(her) reflects upon my observations and calls for social change. Eye of the BeholdHer is a call for action. It is time to make conscious word choices and realize the impact words have on shaping our society. It is time for us to empowHer through words.

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Agent

Created

Date Created
  • 2014-05

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"Nobody leaves paradise": Testing the Limits of a Multicultural Utopia in Deep Space Nine

Description

This paper analyzes the television show Star Trek: Deep Space Nine within the context of the other Trek series, especially the original series and Star Trek: The Next Generation, with

This paper analyzes the television show Star Trek: Deep Space Nine within the context of the other Trek series, especially the original series and Star Trek: The Next Generation, with a particular focus on multiculturalism. Previous Trek series present an image of the United Federation of Planets that has evolved into a peaceful, cooperative, post-scarcity, multicultural utopia, but gloss over the difficulties the Federation governments must have faced in creating this utopia and must still face in maintaining it. I argue that DS9’s shift in focus away from exploration and towards a postcolonial, multicultural, stationary setting allows the show to interrogate the nature of the Federation’s multicultural utopia and showcase the difficulties in living in and managing a space with a plurality of cultures. The series, much more than those that precede and follow it, both directly and indirectly criticizes the Federation and its policies, suggesting that its utopian identity is based more in assimilation than multiculturalism. Nonetheless, this criticism, which is frequently abandoned and even undermined, is inconsistent. By focusing on three of the show’s contested spaces/settings—the space station itself, the wormhole, and the demilitarized zone—I analyze the ways in which DS9’s ambivalent criticism of the success of multiculturalism challenges the confidence of the Trek tradition.

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Agent

Created

Date Created
  • 2016-05

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Exploring Panem: Teaching Issues of Violence and International Development within the Context of The Hunger Games

Description

This project created a teaching curriculum resource guide for using the popular series, The Hunger Games, in 6th-8th grade classrooms to introduce cultural issues such as child soldiers and international

This project created a teaching curriculum resource guide for using the popular series, The Hunger Games, in 6th-8th grade classrooms to introduce cultural issues such as child soldiers and international development to students. Studies have shown that literature can cultivate empathy and encourage youth to act. This combined with the expanding phenomenon of participatory culture and fandom activism as outlined by Henry Jenkins demonstrate the potential for youth to learn and act when given the opportunity and resources to do so. The curriculum is composed of three units: The first is a three-week reading of the books with various activities for students to really understand the narrative and source text. The second and third units address the issues of child soldiers and international development using The Hunger Games as a framework and a keystone to build connections so that these complex issues are accessible to youth. This project is a first step in the development of a curriculum that spans the full trilogy and covers a variety of current event topics.

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Agent

Created

Date Created
  • 2014-05

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The Presence of Rape Culture in Social Media Through an Examination of Internet Memes

Description

Social media is an increasingly pertinent facet of popular culture. Research has found that a rape culture, a culture that tolerates and condones sexual assault, is evident in many forms

Social media is an increasingly pertinent facet of popular culture. Research has found that a rape culture, a culture that tolerates and condones sexual assault, is evident in many forms of pop culture. This study looks at the way sexual assault is discussed in social media through an examination of Internet memes, trends and images that go viral online. The study found that there is evidence to belief a rape culture exists online. It offers solutions for decreasing incidences of gender-based attacks online.

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Created

Date Created
  • 2014-12

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Pop culture and course content: redefining genre value in first-year composition

Description

Despite its rich history in the English classroom, popular culture still does not have a strong foothold in first-year composition (FYC). Some stakeholders view popular culture as a “low-brow” topic

Despite its rich history in the English classroom, popular culture still does not have a strong foothold in first-year composition (FYC). Some stakeholders view popular culture as a “low-brow” topic of study (Bradbury, 2011), while others believe popular culture distracts students from learning about composition (Adler-Kassner, 2012). However, many instructors argue that popular culture can cultivate student interest in writing and be used to teach core concepts in composition (Alexander, 2009; Friedman, 2013; Williams, 2014). This dissertation focuses on students’ perceptions of valuable writing—particularly with regards to popular culture—and contributes to conversations about what constitutes “valuable” course content. The dissertation study, which was conducted in two sections of an FYC course during the Spring 2016 semester, uses three genre domains as a foundation: academic genres, workplace genres, and pop-culture genres. The first part of the study gauges students’ prior genre knowledge and their beliefs about the value of academic, workplace, and pop-culture genres through pre- and post-surveys. The second part of the study includes analysis of students’ remix projects to determine if and how students can meet FYC learning outcomes by working within each domain.

Through this study, as well as through frameworks in culturally sustaining pedagogy, writing studies, and genre studies, this dissertation aims to assist in the reconciliation of opposing views surrounding the content of FYC while filling in research gaps on the knowledge, interests, and perceptions of value students bring into the writing classroom. Ultimately, this dissertation explores how pop-culture composition can facilitate student learning just as well as academic and workplace composition, thereby challenging course content that has traditionally been privileged in FYC.

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Agent

Created

Date Created
  • 2017

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Rhapsody in Red: Jazz and a Soviet Public Sphere Under Stalin

Description

This dissertation describes the public sphere that coalesced in the Soviet jazz scene during Josef Stalin’s reign. Scholars debate the extent to which Soviet citizens, especially under Stalin, were coerced

This dissertation describes the public sphere that coalesced in the Soviet jazz scene during Josef Stalin’s reign. Scholars debate the extent to which Soviet citizens, especially under Stalin, were coerced into cooperating with the regime through terror; willingly cooperated with the regime out of self-interest; or re-aligned their speech, behavior, and thoughts to conform to Bolshevik ideology and discourse. In all cases, citizens were generally unable to openly express their own opinions on what Soviet society should look like. In this dissertation, I attempt to bridge this gap by analyzing the diverse reactions to jazz music in Josef Stalin’s Soviet Union. I argue that audience engagement with jazz and discussions about the genre in the Soviet press and elsewhere were attempts to grapple with bigger questions of public concern about leisure, morality, ethnicity, cosmopolitanism and patriotism in a socialist society. This jazz public sphere was suppressed in the late 1940s and early 1950s because of Cold War paranoia and fears of foreign influences in Soviet life. In its place, a counterpublic sphere formed, in which jazz enthusiasts expressed views on socialism that were more open and contradictory to official norms. This counterpublic sphere foreshadowed aspects of post-Stalinist Soviet culture. To support my arguments, I employ archival documents such as fan mail and censorship records, periodicals, memoirs, and Stalin-era jazz recordings to determine the themes present in jazz music, how audiences reacted to them, and how these popular reactions overlapped with those of journalists, musicologists, bureaucrats, and composers. This project expands our understanding of when and where public spheres can form, challenges top-down interpretations of Soviet cultural policy, and illuminates the Soviet Union and Russia’s ambivalent relationship with the West and its culture.

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Agent

Created

Date Created
  • 2017