Measuring Social Values
A Content Analysis of Sunday Comics and Underground Comix
Bibliographic Data
| ID | 3018852 |
|---|---|
| Authors | Susan Spiggle (corresponding author) |
| Year | 1986 |
| Volume | 13 |
| Issue | 1 |
| Pages | 100 |
| Publication date | 1986-06-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/209050 |
| OpenAlex | W2015550749 |
| Language | EN |
| Citations received | 12 |
| References cited | 18 |
This research seeks to document the social distribution of materialism as a value in American society by content-analyzing character and commercial symbols in Sun-day comic strips and underground comix books. Unexpectedly. underground comix showed more concern with and more positive portrayal of materialism and more endorsement of wealth and material comfort as goals. The findings indicate the pervasiveness of a consumer culture in the mid-twentieth century and suggest that the baby boom generation. reared in material abundance. may be unabashedly materialistic. Content analysis of media such as comic art is advocated as a technique for measuring the distribution of social values of concern to consumer researchers. C onsumer researchers view values-widely shared, general guidelines for action-as one of the driving forces in product and brand choices and other con-sumption behaviors (Gutman 1982; Henry 1976; Ni-cosia and Mayer 1976; Vinson, Scott, and Lamont 1977). Their pivotal role in consumption choice suggests the importance of conceptualizing and measuring val
Advertising · Aesthetics · Art · Boom · Business · Comic strip · Comics · Content (measure theory) · Content analysis · Distribution (mathematics) · Epistemology · Literature · Materialism · Media studies · Social science · Sociology · Value (mathematics) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Engineering · Fashion and Cultural Textiles · Media, Gender, and Advertising · Philosophy · Psychology
Material Values in the Comics
A Consumer Values Orientation for Materialism and Its Measurement
Analysis and Interpretation of Qualitative Data in Consumer Research
How does online news curate linked sources? A content analysis of three online news media
The Service Encounter
Assimilation of anti-ideological motifs from Underground Comics into mainstream media
Similarities and Differences in Affective and Cognitive Origins of Food Likings and Dislikes
The semiotics of ethnicity
Mr. Siniestro
Consumer Consumption and Advertising Through Sport
Realistic Representations of Companion Animals in Comic Art in the USA
Semiotic Structure and the Legitimation of Consumption Practices
Collective search for identity
The Image of American Society in Popular Music
Ecstasy and Holiness
The Americans
Icons of the Alternate Culture
Comics and Culture
Trina, Queen of the Underground Cartoonists. An Interview
Propagandistic Aspects of Modern Comic-Books
The Flowering of the Hippie Movement
The Changing Social Base of the American Student Movement
Ecstasy and Holiness
Images of Ourselves
Toward a Sociology of Consumption
Content Analysis in Consumer Research
The Changing Language of a Consumer Society
Whither the Self-Made Man? Comic Culture and the Crisis of Legitimation in the United States
Social and Cultural Meanings of Student Revolt
Hippie Values
| Unique citing works | 12 |
|---|---|
| Citations per year | 0,31 |
| Citation span | 1987 - 2024 (38) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 9 |