Evaluating [bare] objects

A marketing campaign, including an airplane safety video from a New Zealand airline implements a strategy in hopes that passengers have a positive response and more importantly pay attention. A safety video presents a purportedly formally dressed flight crew. However a closer look reveals that the crew—presenting safety instructions—is wearing only body paint, nametags included. And while the crew delivers the safety information they playfully hint at the viewer to “take a closer look”.
To an unsuspecting observer the video is meant to add shock value while portraying a literal representation of the airlines marketing campaign. Additionally the video speaks to the evaluation of stimulus that may be appealing or demanding one’s attention.

Read more: Link to Reuters article

YouTube video

De Houwer, J. (2009) How People Evaluate Objects? A Brief Review

Individual’s influence on culture: What does Michael Jackson’s story tell us

Five days after the death of Michael Jackson the on-going worldwide discussion and mourning fully demonstrated the influences of an individual, especially a culture icon, on cultures in the context of globalization today.

As the speed of globalization accelerates, world cultures are more closely connected to each other than ever before. Traditional research in both cultural and cross-cultural psychology has focused on culture-based effects by identifying the influence of culture on the individual. However, the reverse relationship has attracted increasing attentions over time: individuals influence culture by the creation of institutions, symbols, and practices that carry and validate particular cultural meaning systems. Icons have been called “magnets of meaning” in that they connect many diverse elements of cultural knowledge (Betsky, 1997). Particularly, cultural icons demonstrate an incredible individual influence on culture – an influence stretching across boundaries of race, class, gender and nationality.

Michael Jackson is the best case. His music and clothes, his dance moves, and his massive live concert tours not only significantly influenced the pop music, but also “projected to the world the sense and the promise of a multicultural and tolerant United States”. Like him or not, a cultural hero or a freak, for a long time this singer was considered as the “face of America” and the defining figure of the global pop culture.

The article about “America’s global face”

Learn more about cross-cultural psychology and globalization

Icons: Magnets of meaning

Learn more about social psychology research on culture