Introduction In an attempt to understand the impact media for example, television has on influencing behaviour of people different researchers approached the subject from a variety of angles. This research is no different; however, emphasis is placed on television shows’ impact on young adult females behaviour…
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With more access to social media and exposure to advertisements, today’s youth are receiving overwhelming amount of information. Besides leisure choices, Television is moulding their day-to-day preferences and trying to influence them to adopt a certain unrealistic lifestyle as they view in their favourite TV series. Another major theme is unhealthy influence of media on the health and personality building decisions. Be it an attempt to follow an unhealthy lifestyle, acting like an adult or having an access to recent branded goods, there is a constant comparison between real lives and what is being portrayed on the TV (Toffoletti 2008, pp.72-5; McRobbie 2008, pp.534-42). On the contrary, these TV shows provide an opportunity to view how certain characters exhibit an ideal behaviour in difficult situations which can be learned by the audience (Hill 2011, pp.354- 357). Consumerism has affected spending patterns and buyer’s behaviours significantly all around the globe. The era’s prominent brands occupy major market share by strategizing techniques that appeal to the youth. This is in spite of buyers’ prior awareness of the fact that advertisements only show the brands that they want viewers to buy. The effort to induce positive perception in the consumers is so overwhelming that it has a tendency of affecting decisions of even the most knowledgeable buyers (Romeo 2009, pp.18-25). The Television sector is not far behind in this race and they also strive to increase their viewership. Television is a powerful medium that reaches billions of viewers on a daily basis (Turow 2005, pp.105-113). Trends introduced through this medium affect millions of young viewers on daily basis (Spalding, 2010). An upcoming trend that continues to gain prominence over traditional television commercials is marketing brands in television series or movies; whereby, big corporations avail their products to actors in a television series as part of costume and decor as a marketing strategy as is the case in the TV series Gossip Girl. The TV series is based on a best-selling series of novels written by Cecily von Ziegesar about the tumultuous life of Manhattan's Upper East Side's elite young adults. The main themes in the TV series revolve around the love life, relationships, deceit, rivalry, power, and money together with luxury lifestyle of the main characters. The series, created by Josh Schwartz and Stephanie Savage, was first premiered on The CW in late September, 2007 (Spalding, 2010, p.3-67). Although, researches done by Turow (2005, pp. 105-113) and Saplding (2010) illustrate how TV, especially sitcoms, affect behavior and preferences of consumers; Keum et al. (2004, pp. 372-391) present a different opinion by saying that media creates social consciousness and status consciousness which leads to spurring an awareness of the social responsibilities associated with consuming and a pursuit of status-oriented lifestyles. These researchers were of the opinion that the shift in social and status consciousness occurs as a result of viewers’ obsession with emulating the behaviours and attitudes portrayed with the characters they hold in high esteem. This approach infers that TV series such as Gossip Girl plays a role in influencing viewers’ social and status consciousness, which in turn affects their attitudes and behaviours with regard to lifestyle and consumer choices. For example,
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The very idea of gossip is negative, for it implies a kind of destructive communication where rumor and innuendo rule, and reputations get tattered as a result. That said, there are numerous scholars that state that gossip actually has a function. For Wert & Salovey (2004), gossip’s function is in making social comparisons.
Normally people would live according to their capability with less strain on how the society would look at their lifestyle or their behavioural adaptation towards the economy. The greatest pinch has been felt among the economically unstable families, and the middle-income earners who place effort in completing the desire found in luxury fulfilment.
American TV Series and sitcoms play a crucial role in the development and shaping up of the opinions, choices, and ideals of teenage girls. Gossip Girl is an American teenage drama TV series based on the popular young adult book series titled the same, written by Cecily Von Ziegesar.
The author states that the program’s primary target is any adult most preferably a family man or woman. This gives the developer a great opportunity to expand the viewership of his show as much as he is best capable. The program runs a parental guidance warning an indication of the producer’s attempt to safeguard the interests of the society.
Consumerism has affected spending patterns and buyer’s behaviourssignificantly all around the globe. Theera’s prominent brands occupy major market share by strategizingtechniques that appeal to the youth.
Consumerism mainly focuses on the consumer’s inclinations towards certain products and brands. In other words, it seeks to answer the question- why are consumers inclined to purchase a particular product? An intricate look into this will reveal that most research in this area deals with goods of ostentation otherwise termed as luxurious goods.
A gossip may take place between a number of individuals. For gossip to occur there must be at least two individuals engaged in the discussion (Pietila, 2007). Therefore, it is of critical importance to acknowledge that gossips have their places in the society.
This paper is designed to critically assess contemporary youth, who are recognized by various professionals as building alternative lifestyles through the process of consumerism. Today's young people are inundated by a variety of media which promotes building self-identity through product consumption, while at the same time these youths are building a sense of personal satisfaction from modern consumerism.
This paper focuses upon before his intelligence and fame is an attitude that makes other characters afraid of or hate him. Dr. Lisa Cuddy, the hospital administrator and dean of medicine, admires the intelligence and skills of Dr. House that she considers him as an asset of the hospital despite Dr. House’s ridiculous attitudes. For this reason, she always fights for the doctor, trying to protect him from the dangers he faces as he goes on with his callous nature.
It is also apparent that the manner of consumption in America is an emerging one. A deeper understanding of the American consumer would therefore be useful in an analysis of the consumption rates and behavior. The
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