Cosmopolitan, Allure, Muscle and Fitness, College Basketball

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For my fieldwork assignment I viewed and analyzed four magazines: Cosmopolitan, Allure, Muscles and Fitness, and College Basketball. Two of the magazines were for women and two were for men. I have concluded the American culture is revolved around money and our image. It seems like the white American culture is ethnocentric and limits the amount of appearances of other races in the media. According to the textbook, “Ethnocentrism is the tendency to judge other cultures using one’s own standards” (Newman 113). Based on my observations it doesn’t seem like our culture even remotely tries to include other cultures or races into our media. The purpose of this project was to learn about our society and cultural norms. Norms are “culturally defined standard or rule of conduct” (Newman 36). Our norms of advertising seem to be based off of wealth and ways to improve our image.
I observed many interesting things in the female and male magazines based on race and social class. “Social class is a group of people who share a similar economic position in a society, based on their wealth and income” (Newman 321). The majority of the women’s magazine advertisements conveyed white females that were “upper class”; this could be because women want to be seen as glamorous, superior, and attractive. On the other hand, the men’s magazines seemed to be less about social status and race; and more about sports and working out. This could be because men want to be seen as masculine. The common theme of all the advertisements was focused on how to improve your appearance by using materialistic items. In the male magazine “College Basketball”, there was an advertisement with a white successful handsome male cruising in his beautiful 2014 BMW. According to ...

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...d raise awareness about the homeless. Something I have notice is the cost of living is becoming more and more expensive. In Redmond Washington, I don’t ever remember seeing homeless people there until about ten years ago. If more people are becoming homeless, why doesn’t the media mention the homeless or people in need?
In conclusion, the advertisements in these magazines were mostly about upper class white individuals. Leading me to believe that because whites are the still seen as the dominant race they are portrayed more in these magazines. Based on my observations, I have concluded Americans feel they have the power if they have the money to buy things that then in turn make them “attractive”. We seem to be consumed by the notion that money is the power to buy our beauty. The idea that beauty comes from within is not a popular notion in the American culture.

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