By: Carly Zagaroli. Research Questions Based on product placement in the show Gossip Girl (2007), what are the underlying themes and messages being promoted.

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Presentation transcript:

By: Carly Zagaroli

Research Questions Based on product placement in the show Gossip Girl (2007), what are the underlying themes and messages being promoted to young female viewers? What kinds of products are Gossip Girl (2007) characters promoting to viewers? How are Gossip Girl (2007) characters promoting products to audience members?

Thesis The product placement in Gossip Girl (2007) promotes the values of the dominant culture to young females; the main value promoted is the consumption of high culture and upper-class goods.

Literature Review Advertising and Product Placement Smythe (1954) Audiences act upon program content Miller (1988) TV as an effective corporate tool to push consumption Andersen (1995) Advertisers lead viewers to a specific product Stern and Russell (2004) Studied individuals with high marketing knowledge

Literature Review Youth and Consumption Maccoby (1951) Investigated effects of television on children Hartley (1970) Television is passively learned by children Braun (2000) Greater recall of products if placed within a show Quart (2004) Media exposes teen females to a life a luxury

Literature Review Attitudes About Consumption Alper and Leidy (1970) Television as a tool to shape viewers’ attitudes Weigel and Jessor (1973) Children’s behaviors and attitudes in relation to the conventional norms and values of the time Shrum and O’Guinn (1997) Viewers’ perceptions of reality in relation to time watching television Heckler, Russel, and Norman (2004) Viewer/character relationships on the show Friends (1994)

Consumption Theory Veblen (1899) and Bourdieu (1979) Veblen’s “Conspicuous Consumption” Lavish spending on goods and services Purpose of displaying socio-economic status Appear in higher classes-filters down to lower classes

Consumption Theory Bourdieu’s “Taste as a Sense of Distinction” Social class is revealed by one’s preferences and tastes Economic Capital Cultural Capital Embodied Capital Objectified Capital Institutionalized Capital

Methodology Quantitative Content Analysis Random sample of episodes 20 Episodes coded-2 seasons (10 per season) Name of episode, season, and episode number Product count Name of product Type of product Location of product Character(s) in scene with product Age of character(s), gender, and attitude toward product Any phrases from the characters that are relevant to research

Strengths/Weaknesses Strengths Coding can be easily replicated Inexpensive research method Large number of episodes coded Weaknesses Limited to one show Not able to generalize to men Unable to identify the effect of product placement on the viewer at home

Findings 241 total products placed in 20 episodes coded 97 products in first season, 144 in second season Males-55 products Females-139 Products No character-33 Products Positive attitude towards 30 products Neutral attitude towards 200 products Negative attitude towards 11 products

Season 1 vs. Season 2 Product Types

Adults vs. Teens Product Types

Teen Males vs. Teen Females in Percentages Findings

Discussion Teen females promote majority of products Largely female audience Technology, clothing Most products promoted with neutral attitude Veblen’s argument on who constructs “High Culture” Young Females viewing the consumption of high culture goods as a sense of normalcy on the show

Thank you! Questions?