Journal Article Analysis

HUMN341-F2WW

Assignment 1-3: Journal Article Analysis

Tynisha Handley

Professor: Jennifer Krasno

Date: March 24, 2011

For the Love of Joe: The Language of Starbucks

     As a coffee consumer, though not avid, I found this article very informative and interesting all the while. Rather than being written to a specialized audience of subject experts, this article is written to a general audience. The article is written in terms easily understood by all. The article does not contain specialized vocabulary that would be understood only by those knowledgeable in this particular industry. The terms and subject-specific vocabulary used throughout the article are written in laymen’s terms. For instance, the article goes into great detail in the history of coffee houses. It mentions that 2,000 coffeehouses were born in London in the eighteenth century and were nicknamed “penny universities”. Common sense might lead you to a general understanding of the term, but that was not necessary as the article described the term for you. “Penny universities” was the price that men paid for a cup of brew and the accompanying conversation. The article further indicated that during this time period women were barred from the communal gathering place.

     The article was written in an effort to examine the ways in which Starbucks’ use of language appeals to more than our craving for caffeine. Simply put, it is not just the coffee that has made them successful. “Starbucks Corporation has associated coffee with the language of love: self-love, romantic love, and philanthropic love” (Ruzich, 2008, para. 1). According to Ruzich, however, coffee production, consumption, and advertising has less to do with love, however, than with conspiracy, colonialism, and capitalism (Ruzich, 2008, p. 428).

     Starbucks’ association with the unexpected, offbeat, and clever, and with the language of love is a distinct break from traditional ways in which coffee has been advertised (Ruzich, 2008, p. 433). In previous years, coffee was most always advertised by giving focus to the taste and effects of caffeine. In its appeal to self-love, Starbucks sells comfort, self-indulgence, and relaxed affluence. Starbucks’ offers a place for people to hang out, a place for them to wind down from the whirlwinds of life itself. The successful chain encourages its customers to view their drinks as extensions of their personalities, as ways of communicating their uniqueness.

     History suggests that the people who have controlled coffee production and distribution have improved their own lives, often at the expense of those who actually grow the crops and harvest the beans (Ruzich, 2008, p. 429). It is thought that the wealthy manage coffee plantations while the indigenous people labor on the plantations for bare survival. Starbucks’ “Commitment to Origins” campaign describes the company’s “Role in the Global Coffee Community” as one that has “built enduring relationships with coffee growers,” while promoting “cultivation methods that protect biodiversity” (Ruzich, 2008, p. 438). The company has also partnered with “Jumpstart”, an organization dedicated to developing the literacy and social skills of at-risk children. So, Starbucks’s customers are not just drink coffee, but supporting causes as well.

     The article was organized in a manner by which it was easily understood and followed by various groups of individuals. The main ideas were very clear and very well versed. The text was easy to read and was written to a general audience. The reasoning and arguments provided were valid and logical and were backed up by numerous citations. There were many different angles taken in this article, which gave the reader an understanding of where coffee originated the history behind its popularity, and the successes of Starbucks.

     The key ideas in this article, in my mind’s eye, were this: the language of Starbucks and its efforts to make a difference in the lives of others. I found it particularly interesting that they, as a corporation, are doing their part to enrich the lives of others. Secondly, I was surprised to learn that they spend little in the way of advertisement. They have created a language all their own to promote their products, their service, and their atmosphere.

References

Ruzich, C. (2008). For the Love of Joe: The Language of Starbucks. The Journal of Popular 

     Culture, 41, 3. doi: 10.111/jpcu.2008.41.issue-3.

Video games: Wii Game Console (Assignment 5-1)

The Wii video game console is brings fun to all ages. Nintendo released this game in 2006 with a wider demographic audience in mind. It contends with the Xbox 360 and PlayStation 3. A distinguishing feature of the console is its wireless controller, the Wii Remote, which can be used as a handheld pointing device and detects movement in three dimensions. Another distinctive feature of the console is WiiConnect24, which enables it to receive messages and updates over the Internet while in standby mode (www.wikipedia.org).

            Some interesting features include: online capability, the ability to create Mii characters, use of Netflix, and easy to install Wii Parent restrictions. The Wii console is easily connected to the Internet with a broadband internet connection. Once connected, you have the opportunity to shop for Wii games, watch TV shows or movies via Netflix, and play selected games online with friends whether they are your neighbor or thousands of miles away.

            My family enjoys playing Wii Sports, which allows us to create our own caricatures using the Mii character feature. With this you can choose the body type, height, hair, skin color, etc. This is fun to play around with. There are other games as well that will allow you to employ the Mii character features.

            There are hundreds of games now available for this particular console. Created for the avid gamer to the newbie, the young and the old, and anywhere in between. We particularly like the Wii because it allows us to have family night filled with lots of laughter and competition at very little cost. We visit Game Stop occasionally to buy “new to us” games, which are sold at a fraction of the original selling price. Game Stop also gives you the option of trading in your old games toward the purchase of a new one, which is very attractive seeing that kids grow bored of these games rather quickly.

If you haven’t played, I encourage you to do so. You won’t regret it J

Weekly Analysis 4: Reality TV

     Reality television has become a staple in the homes of many Americans, including myself. Such shows give us a chance to view the lives of others from the outside looking in. In many cases, the shows focus on issues that many families contend with on any given day; thus, the name “reality”.  Reality television is a genre of television programming that presents purportedly unscripted dramatic or humorous situations, documents actual events, and usually features ordinary people instead of professional actors (www.wikipedia.org).

     Some of the latest reality shows include Teen Mom, Hoarders, and Intervention. Teen Mom, as you might imagine, depicts the life of a teenage mother and her struggles. This show hits home with many because it is a prevalent issue in our society, teenage pregnancy. I think the shows gives hope to teen moms around the globe but also may prevent some teens from engaging in sexual activity or even encourage those who are sexually active to employ safe sex measures.

     Hoarders’ showcases the lives of those individuals, young and old, who are addicted to collecting things. Those things range from things of little to no value to very valuable items, family treasures, junk, and even animals. It is frightening to see the living conditions in which some of the people live. Many times the house is so filthy that it is a hazard for anyone to occupy the home. Other times the house is an organized mess, filled to the ceiling with ‘things’. There are times when the individual is aware of the hazards in which they live and there are other times when the individual is naïve to the danger or risks the living conditions pose.

     My favorite reality show is Intervention. This show revolves around addiction; drugs, alcohol, or any other addiction considered to be damaging. The addict is filmed engaging in their addictive behavior over a certain period of time. The show’s counselors meet with the family and friends to get a better understanding of the depth of the problem, the underlying issues, etc. In doing so, they are able to devise a plan of treatment. However, it is up to the addict as to whether or not they accept the treatment being offered. Intervention brings awareness to the possibilities of recovery. It also gives hope to families that feel helpless. Lastly, it shows families that they are not alone in their struggle.

References

www.wikipedia.org

Weekly Written Analysis 3. Topic: Music

Music comprises a large part of our popular culture. Whether it is pop, jazz, rock, R&B, rap, or classic. As artists gain and lose popularity at soaring speeds, what is popular today may not be popular tomorrow. Growing up, Michael Jackson, Prince, and M.C. Hammer were all part of our then popular culture. Remember those guys? Michael Jackson, even in his passing, remains a part of our pop culture. Prince, I suppose, does so as well, depending on who you ask. M. C. Hammer, on the other hand, has become a name of the past.

     As time passes, music evolves. Today, we are surrounded by some wonderfully creative artists. Take for instance, Stefani Joanne Angelina Germanotta, better known by her stage name Lady Gaga. She is an American pop singer-songwriter. She began performing in the rock music scene of New York City's Lower East Side in 2003 and enrolled at New York University's Tisch School of the Arts. She soon signed with Streamline Records, an imprint of Interscope Records. During her early time at Interscope, she worked as a songwriter for fellow label artists and captured the attention of Akon, who recognized her vocal abilities, and signed her to his own label, Kon Live Distribution (www.wikipedia.org).

     Gaga is well-recognized for her outré sense of style as a recording artist, in fashion, in performance and in her music videos (www.wikipedia.org). You might recall her “meat-dress” she wore to the Video Music Awards for her hit “Bad Romance”. She says and does what she wants and encourages everyone else to do the same. Her latest hit “Born This Way” challenges us all to accept who we are as God made us this way. This song is popular in my household right now. We love her music and what she represents.

     Some other popular artists include: Justin Bieber, Katie Perry, Usher, Drake, Tao Cruz, Mike Posner, Lil Wayne, TI, etc. Whatever your taste or preference in music, you are sure to find pleasure in the lyrics/tunes.