Changing American Icons in Popular Culture - Essay Example

Changing American Icons in Popular Culture Introduction The changing American icons in popular culture are seen through various advertisements and magazines. When comparing different time frames, this can be seen through images, content and different ideals of American life. Better Homes and Gardens is one of the magazines that represent the changing American icons over time, specifically in terms of popular ideas, representations of being American and gender values. This leads to changing themes in gender, social identity, popular culture and changes in representation of home life. Identifying changes that have been made in culture, as well as how this represents the icons of America in popular culture, leads to a different understanding of identity in different social areas. The concept of modern culture and the icons that represent them is integral to defining how one creates an identity not only from personal values, but also from the surrounding social concepts. The modern consciousness of any given time frame is one that changes according to what one would believe is personal belief. However, when looking at different aspects from mass media and common culture, it can be seen that there is a change in general consciousness. This leads to the modern views of the time, as well as how one identifies with the individual beliefs according to this culture. Personal identity and social identity are then noted as the same concept when looking at ideas of culture (Scruton, 2 – 5). In looking at both Better Homes and Gardens issues, it can be seen that the American icon is one that defines cultural identity by making a statement of personal identity within the home. Gender Values The changing gender values in American culture are one of the common icons that have been noted throughout time. The concept of the gender code by a changing society is one that has been pushed, specifically through the use of media and mass communication. In the time frame of the 1950s, this was represented by the house wife that was responsible for the upkeep and affairs of the home. The gender code of men during this time was just as relevant, specifically defined as the business man and the ‘bread winner’ of the home. In the present time, this has changed to the independent and self – sustaining woman of America. Single women are now defined as independent and with the ability to overcome different problems without the help of men, are one of the current gender codes in society. The idea of the housewife has been replaced by the working and contemporary woman who is self – sufficient. However, the gender values, while promoting these specific actions, still are defined by the same values through time. For instance, the concept of beauty and what defines beauty is one that is consistent through time. While the ideal woman has changed in certain looks from the 1950s to the present day, the concept of beauty being an integral part of the gender code remains a dominant factor of a woman’s role in society. The changing roles, as well as the continuous code, continue to be defined through specific mass media concepts in society (Maasik, 437-505). The representation of gender values is one that can be seen in the “Better Homes and Gardens” editions from various time periods. The June 1953 issue is one that presents this specific ideology through the ads and pictures presented, as well as the content that is used. The main cover shows a small girl with a dress in a garden picking roses. The content that is surrounding this is based on taking care of the outdoors and landscaping of the home to make a more comfortable home. Other main articles are based on how to call on a handyman to do the extra lifting while the husband is gone. The gender identity is furthered with the women that are all wearing traditional housewife outfits, such as aprons and dresses popular in the 1950s. This helps to define the beauty and role of the housewife, while presenting the ideal way of living as a woman during this time period (Better Homes and Gardens, 1953). The concept of gender role in the 1950s is one that is reflected in this specific issue of Better Homes and Gardens because of the domestic life and ideals of the married woman. This combines with concepts of beauty that were known to be popular during this time. The particular images that are seen define gender not as a difference between the women’s and men’s roles within the home. Instead, it moves into a code that defines what gender means with the daily life in which individuals live. The sex roles move beyond the biological basis and into accepted lifestyles of the time that are either masculine or feminine. For instance, the idea of calling on a handyman is one that defines the feminine role of being able to support the household. The masculine role is one that is in charge of the hard labor and which helps the feminist role, which is not capable of these types of duties. The picture on the front, in which the girl is reflecting the gender role by wearing a dress and picking flowers, moves into a statement of how women should be educated to carry on this identity of beauty and gender identity. The debate during this time, especially among feminists, was whether this was the correct role to carry. The statement through the mass media is one that carries the ideal that girls should maintain the domestic house role that was acceptable at this time in society (Nelson, Miller, 350-355). The conflict of gender role is one that is then seen as changing with the current issue of Better Homes and Gardens. The gender identity that is seen in the 2010 issue of this magazine focuses on gender identity that is independent, single and which defines the household in a contemporary manner. For instance, the main picture on the current edition shows a workplace that is decorated with flowers and lighter colors. This shows the identity of the working woman with the desk space that is in the home. However, the gender value still has the lighter colors of flowers which express the identity that is a part of the contemporary woman. The content used on this front area is based on getting organized within the home. However, beneath this are top beauty secrets for women (Better Homes and Gardens 2010). It can be seen through the contemporary ideals that there are specific gender codes. This includes the working woman that is independent in society. At the same time, the working woman still holds the same beauty myths that are required to keep a certain status and look within society. Popular Culture The second American icon that is seen in the Better Homes and Gardens issues is through the concepts of popular culture. The main way in which this is presented is through the idea of consumption that is a part of culture. The items’ in which one holds is designed to reflect the identity that one holds. This immediately categorizes one into a specific pop culture that shows their true identity and association with actions and beliefs. The consumerism behaviors is designed to become symbolic of what one believes and how this is a part of their complete makeup. In terms of home décor, the items that are placed in a room represent how one lives, what they believe, and the concepts that are closest to them in the work that they do (Maasik, 45-105). The consumption of the 1950s is one that can then be said to reflect the surrounding environment and popular cultures of the time. The magazine of Better Homes and Gardens displays images that show the idea of identity through home décor and what this meant to those living in a specific time frame. One of the ways that this is presented is through the images from the five star home of June article. The images that are presented show a larger home that looks like the “American dream,” popular from the 1950s. The new home furnishings that follow this are ornate and are comfortable for those living in the area. The colors and the shapes further present this, which have more subtle colors and designs that set into the background of the picture. This shows a more conservative culture, which presents the home as one designed for comfort and ‘family time’ that was a part of the 1950s icon (Better Homes and Gardens, 1953). When looking at the Better Homes and Gardens current edition, a different approach is taken. For instance, one of the articles focuses on the concept of decorating. Instead of subtle colors and designs, the colors are outgoing and brighter, such as with purples and pinks. This shows a sense of a liberal identity with the American icon. The symbolism of the brighter colors can then be associated with ideals of popular culture carrying a sense of independence and creating a statement with identity. The contemporary use of space and the designs that are presented all show this specific image, specifically related to those that are interested in the decoration of home. The popular culture that is targeted with this includes independent, working women. The secondary target group is shown with the images of children rooms, each which have the contemporary look that creates a statement of independent personalities (Better Homes and Gardens, 2010). The concepts that are seen in both of these magazines are used to represent ideals of value. The value of the 1950s is one that is based on the American family and the home as a place of comfort. The value of the 2010 edition one is one of unique expression and identity as an individual. The perspective of both is one that has come from the political, environmental and social references that have led to popular culture identities. The social group and construction of the groups into popular culture are represented because of the idea of identity and as a development of what an individual wants to identify with. The Better Homes and Gardens specifically focuses on this identity in the home and what one represents as a cultural identity within the home. When looking at popular cultural icons of both times, such as through political leaders or issues of the time, it can be seen that the same values are seen in mass media. The culture forms from the perspective of the mass media and what each individual decides to value according to this cultural icon (Miller, 161-164). Interpreting the Built Environment Another popular representation of both of the Better Homes and Gardens issues is based on the built environment that is used. The spaces that are used in this magazine are integral to defining how one is supposed to live, while presenting a popular icon of what it means to live in a house and to carry a specific identity. The spaces that are used within the home are defined by the activities that are acceptable when one has a specific lifestyle. For instance, some spaces have closer designs which represent the ability for one to be close to another individual. Others have more room and are designed to keep distance and a sense of individuality among those in the environment. Using the sense of environment within the home, as well as with the general landscapes presented outside of the home then create a different image of the families and households of each time frame (Maasik, 733-784). In the Better Homes and Gardens editions of 1953, it can be seen that the space and designs represent the icon of the American family and what it means to belong to a family. The spaces that are used inside the home are designed with very little space. The interpretation is a room that is ‘cozy’ and which is closer. The family and the closeness of the family can then be interpreted as the ideal lifestyle (Young, 50-72). The target of women holding the family together in a domestic role is further defined with specific ads. For instance, there are several articles focused on how to make your house look like it is family oriented. This is combined with décor, such as adding flowers and decorations that the family will love. The several images that are seen represent different parts of the family, such as the daughter picking flowers. These all create an icon of the family focus and domestic life that holds together the family (Better Homes and Gardens, 1953). The Better Homes and Gardens edition of 2010 differs with the use of space and designs that represent domestic life. The home designs that are seen have more space in a room. Having a bigger area is then combined with designs that don’t have more than one piece of furniture in each room. For instance, the image of a bedroom has a single bed, desk and a reading chair to one side. These are designed with independent themes and colors, as well as room in between the furniture. The idea of space as a representation is one that shows independence and provides a cultural icon that moves away from the family and into the idea of independence. The modern look and interpretation then links to one having a specific status because of space, designs that have more space and trends that are independent in nature (Better Homes and Gardens, 2010). The concept of architecture in both magazines is related to architecture that is a growing trend with popular culture, each which is used to represent an identity of the American icon. The concept of personal style and cultural style are known to intertwine within different time frames among architects. This is combined with the changes in which individuals make, each which combines the personal with the cultural. Self – presentation, as seen in both magazines, is one that did not represent individual expression. Instead, each become cultural icons of the time, which is defined first by the architects of the time frame and the home improvements in which those in the household can make to be a part of the cultural trends of the time (Upton, 273-276). Conclusion The changing American icons in popular culture show differences between the 1950s and the current time frame. The ideals held in the 1950s culture include gender codes, family values and belief systems based on the trends from this time frame. This coincides with the popular trends noted through Better Homes and Gardens, specifically which represent new gender codes, ideas of independence and beliefs that are defined as modern and contemporary. The different advertisements and concepts in both magazines show a specific relationship to not only personal values, but also how this reflects the cultural and social consciousness that is a part of each time frame. The idea of showing identity in both magazines can then be said to be a representation of the popular culture and the American icons of each time frame. This creates a specific identity that is associated with each magazine. Bibliography 1. Butler, Gayle (ed). Better Homes and Gardens. (January issue), Meredith Corporation: Iowa, 2010. 2. Better Homes and Gardens. (June issue), Meredith Corporation: Iowa, 1953. 3. Maasik, Sonia. “Signs of Life in the U.S.A.” (6th ed). Bedford: New York, 2008. 4. Miller, Daniel. “Material Culture and Mass Consumerism.” Wiley – Blackwell: New York, 1997. 5. Nelson, Deborah, Nancy Miller (ed). “Gender and Culture in the 1950s.” The Feminist Press at Cuny: New York, 2005. 6. Scruton, Roger. “Modern Culture.” Continuum: New York, 2007. 7. Upton, Dell. “Architecture in the United States.” Oxford University Press: USA, 1998. 8. Young, William, Nancy Young. “The 1950s. (American Popular Culture Through History)”. Greenwood: New York, 2004. Read More