Wednesday, December 9, 2009
Friday, November 20, 2009
Friday, November 6, 2009
PART C: Consumer Behavior
A. Consumer Demographics
SURVEY:
We conducted a survey to get a better understanding of the current consumer behavior and social mood. The link to our survey is as follows:
http://www.surveymonkey.com/s.aspx?sm=KKjobToRhP8L_2fpAMz1r3sA_3d_3d
By clicking this link, you can see the various questions that were asked. A total of 97 individuals completed the survey and gave us a general understanding of the current consumer behavior. Although demographics were not assessed, college students are assumed because the survey was performed at Washington State University. The survey results are as follows:
1) How are you currently spending your extra cash?
2) How do you feel the current economic conditions will change over the next two years?
3) Rank the level of importance when purchasing a new product.
4) What is your household yearly income?
5) When buying a new product, what factor is the most important basis of your purchase?
6) What color are you most likely to purchase during the Fall? (Choose Two)
Based on that data, it is apparent that there are very similar trends among the consumers. For example, 50% of the survees are most concerned about price when purchasing a product. When ranking the level of importance, price and quality were most frequently ranked as 'Extremely Important'. Quality was ranked at 49.4% (39 people) and Price was ranked at 55.1% (43 people). To our surprise, 71% (49 people) ranked ec0-friendly as 'Doesn't Matter Much'. With the rising concern of global warming and other environment-conscious movements, we assumed eco-friendly would be an important factor. Eco-friendly products often come with a higher price tag and when money is scarce, it may be put on the back burner in the eye of the consumer. We were happy to see that 67% of the survees have a positive attitude about the economy and expect a slight improval within the next two years. Our data may be biased due to the small demographic and number of people that were surveyed, however, we feel that these trends are a good basis to understanding the entire population.
B. Consumer Psychographics
(Image courtesy of http://www.sbcimpact.net/2009/08/06/consumer-debt-sucking-the-life-out-of-ministry/)
(Cash for Clunkers, courtesty of http://autocareinsurance.com/articles/2009/08/27/cash-for-clunkers-facts-and-figures/)
"First, you want stuff because other people seem to have it. It becomes a necessity only after you've come to depend on it. We have become a lot less self-sufficient about things and rely more on machines and technology to do stuff for us. The cellphone is the perfect example of how a gadge infiltrates the culture. When cellphones first came out, they were a novelty and there weren't that many uses for it. Who would you call? The more an item penetrates the culture, the more applications it has and the more we rely on it."-Dr. Pauline Wallin, Clinical Psychologist
(Chart courtesy of http://www.endoftheworld2012.net/2012sitepoll.htm)
(Chart courtsey of http://www.endoftheworld2012.net/2012sitepoll.htm)
D. Relating Current Consumer Behavior to Similar Times in History
(Image courtesy http://blurblawg.typepad.com/.a/6a00e54f87 1a9c88330120a5197bda970b-500wi)
(Art courtesy http://www.lemetropolecafe.com/img2009/Wellman/ Wellman0809_files/image003.gif)
This current recession, similar to the one in the early 1990s, was in part caused by the reckless and sustainable lending practices resulting from the deregulation and securitization of real estate mortgages in the U.S.
SURVEY:
We conducted a survey to get a better understanding of the current consumer behavior and social mood. The link to our survey is as follows:
http://www.surveymonkey.com/s.aspx?sm=KKjobToRhP8L_2fpAMz1r3sA_3d_3d
By clicking this link, you can see the various questions that were asked. A total of 97 individuals completed the survey and gave us a general understanding of the current consumer behavior. Although demographics were not assessed, college students are assumed because the survey was performed at Washington State University. The survey results are as follows:
1) How are you currently spending your extra cash?
2) How do you feel the current economic conditions will change over the next two years? 3) Rank the level of importance when purchasing a new product. 4) What is your household yearly income? 5) When buying a new product, what factor is the most important basis of your purchase? 6) What color are you most likely to purchase during the Fall? (Choose Two)Based on that data, it is apparent that there are very similar trends among the consumers. For example, 50% of the survees are most concerned about price when purchasing a product. When ranking the level of importance, price and quality were most frequently ranked as 'Extremely Important'. Quality was ranked at 49.4% (39 people) and Price was ranked at 55.1% (43 people). To our surprise, 71% (49 people) ranked ec0-friendly as 'Doesn't Matter Much'. With the rising concern of global warming and other environment-conscious movements, we assumed eco-friendly would be an important factor. Eco-friendly products often come with a higher price tag and when money is scarce, it may be put on the back burner in the eye of the consumer. We were happy to see that 67% of the survees have a positive attitude about the economy and expect a slight improval within the next two years. Our data may be biased due to the small demographic and number of people that were surveyed, however, we feel that these trends are a good basis to understanding the entire population.B. Consumer Psychographics
- What Consumers Are Buying:
(Image courtsey of http://www.marketoracle.co.uk/)
As depicted on the graph above, unemployment rates have drastically increased due to a lack of hiring and job layoffs as an effect of the faltering economy beginning around 2008. The peak in April 2009 was 9% of the population. Therefore, people will spend less and save more because they are making less money to support themselves. In effect, the economy suffers more because consumers are not making as many purchases. As seen from the survey we conducted earlier, our target market (college female students) focuses on buying basic needs rather than apparel. In the future, if the social mood of consumers increases, consumers will spend more causing businesses to prosper more and in return, will offer more jobs for people. This can decrease the unemployment rates and help consumers gain more money to spend on things other than essential needs.
- Price Inflations:
- Cash for Clunkers:
Cash for clunkers was a program initiated by the U.S. government in order to stimulate auto sales and promote a healthier "green" environment. Cash for clunkers lasted approximately a month during the summer of 2009 and gave consumers the option to trade in their old cars or trucks for a more fuel efficient vechile. The dealerships were offering $3500 to $4500 for old "clunkers" in order to get the poor emission vehicles off the road. This bill not only stimulated auto sales, but also promoted a step towards a green environment.
Cash for clunkers was a success because it took 690,114 older vehicles off the roads, replacing them with more fuel efficient vehicles. This cash value was an incentive for consumers to purchase new vehicles. The high demand created more jobs and stimulated the economy during a hopeless time of the recession. Toyota, Honda, General Motors and Ford were the main vehicle retailers that had the highest number of transactions.
Although the cash for clunkers had many positive influences, it has has also developed a false interpretation of the current economic circumstances. During the summer months and into September, there was a peak in the consumer spending, but that spending has unfortunately been slowed tremendously as we approach the winter seasons.
(Image courtesy of http://www.sbcimpact.net/2009/08/06/consumer-debt-sucking-the-life-out-of-ministry/)(Cash for Clunkers, courtesty of http://autocareinsurance.com/articles/2009/08/27/cash-for-clunkers-facts-and-figures/)
C. Consumer Behavior
According to a Consumer Behavior survey conducted by the Pew Research Center in 2009, the number of items that Americans consider as 'necessities' has increased dramatically within the past decade. A Clinical Psyhologist by the name of Pauline Wallin, Ph.D. also found that consumers base what they consider 'necessities' and what they consider 'luxuries' by their lifestyle and other group pressure influences. For further information refer to http://www.rkma.com/2009ConsumerBehaviorSAMPLE.pdf or http://www.pewresearch.org/.
This is a chart that the Pew Research Center formed based on what consumers consider to be necessities.
"First, you want stuff because other people seem to have it. It becomes a necessity only after you've come to depend on it. We have become a lot less self-sufficient about things and rely more on machines and technology to do stuff for us. The cellphone is the perfect example of how a gadge infiltrates the culture. When cellphones first came out, they were a novelty and there weren't that many uses for it. Who would you call? The more an item penetrates the culture, the more applications it has and the more we rely on it."-Dr. Pauline Wallin, Clinical Psychologist - Concerns about global warming/sustainability:
Global warming is a great concern for many individuals as the consequences are becoming more relevent. Greenhouse gases that we have become extremely dependent upon, such has carbon dioxide, are being trapped around our earth causing a "blanket". If we maintain our current lifestyles and carbon dioxide usuage, we will not being only dealing with heat rise but many other consequential catastrophes such has drought and flooding. Sea levels may also rise and the ice caps are at risk for melting as well as the spread of desert land. (Courtsey of http://www.environmentcity.org.uk/article.asp?ParentID=4&ArticleID=65
- Hidden Current: 2012 uncertainty about "end of world":
With the current uncertainties concerning the "end of the world" on December 21, 2012, many people worldwide are unsure whether to believe these allocations. There are several predicitions from the Mayan calender to other biblical sources that support these claims. Worries about world catastraphes are on the rise, including global warming and other consequential factors(drought, famine, floods, hurricanes, tsunamis, earthquakes, volcanic eruptions, disease, terrorist attacks, wars and human suffering). Following, are two surveys that were conducted by an outside source in order to gain a better perspective on how individuals are currently feeling about these circumstances. It is apparent that a high majorty of individuals are skeptical or unsure what to think during these uncertain times.
(Chart courtesy of http://www.endoftheworld2012.net/2012sitepoll.htm)(Chart courtsey of http://www.endoftheworld2012.net/2012sitepoll.htm)D. Relating Current Consumer Behavior to Similar Times in History
- Recession of the Early 1990s:
After a short-lived economic crisis in 1987 America rebounded slightly before falling back into a recession with the savings and loans crisis. (Mason, David L. (2001). From Building and Loans to Bail-Outs: A History of the American Savings and Loan Industry, 1831-1989. Ph.D dissertation, Ohio State University, 2001.)
The result was $124.6 billion loss for the U.S. government and the financial wellbeing of millions of Americans. (Mayer, Martin (1992). The Greatest Ever Bank Robbery : The Collapse of the Savings and Loan Industry. New York: C. Scribner's Sons.)
By 1990, the beginning of the Gulf War and resulting spike in oil prices increased inflation. Several years of high unemployment rates, government budgetary deficits and low consumer confidence affected the U.S. population until late 1992, while banks continued to suffer well into the mid-1990's. ("Savings and Loan Industry, US". EH.Net Encyclopedia, edited by Robert Whaples. June 10, 2003", "Lessons of the Eighties: What Does the Evidence Show?" (PDF). FDIC. September 18, 1996.)
- Relation the 1990s Recession to Economic Recession of the late 2000s:
We are currently experiencing the same lack of consumer confidence as seen in the early 1990s. Similar to the Gulf War spiking oil prices, American has seen the War on Terror cause an enormous spike in oil prices. "How Should We Measure Consumer Confidence?",
"consumer confidence is now down to the same level as when American went into
recession in the early 1990s" (Dominitiz and Manski, 2004).
The economy in the early 1990s suffered the consequences of the 1987 stock market crisis and the savings and loans scandal, putting Americans in debt and adding to the unemployment rates. (Dominitiz and Manski, 2004).
In 2008, America experienced a similar financial crisis which increased unemployment rates and put Americans into debt, also causing several banks such as Washington Mutual and well-established companies, especially in the U.S. auto industry to go bankrupt.
(Image courtesy http://blurblawg.typepad.com/.a/6a00e54f87 1a9c88330120a5197bda970b-500wi)
In the above graph, you can see that the number of failed banks and trusts is much lower in the current recession that in the recession of the early 1990's yet we are only in the second year. In addition the banks that have failed are generally much larger in size than those that failed in the savings and loans crisis as can be seen in the graph below.
(Art courtesy http://www.lemetropolecafe.com/img2009/Wellman/ Wellman0809_files/image003.gif)
This current recession, similar to the one in the early 1990s, was in part caused by the reckless and sustainable lending practices resulting from the deregulation and securitization of real estate mortgages in the U.S.
"Then, as now, the government created tazpayer-funded enterprise to absorb the fallout from bad real-estate investments." (Keehner, Jonathan. " Originally published Saturday, October 11, 2008 at 12:00 AM Comments (0) E-mail article Print view Wall Street bailout harkens back to S&L crisis." Seattle Times 11 Oct 2008.: Real Estate. Print.)
Taxpayers not only found themselves carrying the burden of the economy they also found themselves out of work.As of November 2009, the U.S. unemployment rate reached 10.2 percent.("Employment Report: 190K Jobs Lost, 10.2% Unemployment Rate." CalculatedRisk , Finance and Economics 11 June 2009: n. pag. Web. 8 Nov 2009.
We are currently experiencing the same effects in reduced consumer buying as we have seen in the early 1990s but on a larger scale. We can also see this in the social mood of the eras. For example, the social mood in the early 1990s was negative as seen in Grunge music and minimalism in fashion. The social mood today is negative as well as seen in the unwillingness to spend and uncertainty of the future. Due to low consumer buying and increased saving due to financial hardships, the economy has suffered. It is also interesting to note that retail stores have suffered as well, so much so that holiday season hiring has shrunk by almost half since 2007. (https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFXMrxQx0-3cO3LHgL8D7Lh2G_2-ai0VCOiBwMrHuv9wgH1PEtkAlhLbmIb3bVCS5EkGDQGYHykebGVdqBoBv6BraPHjegFWG6KtqfE_8Trzrdj1PZdlGIsA7ptZS4P9DUviQrMp2f07I/s1600-h/RetailHiringOct.jpg)
Monday, November 2, 2009
Images of Key Styles/Designs in 1990s Sportswear
The Nike Air Jordon athletic shoe shown above is one of the several renditions of the original 1985 red and black Air Jordon I shoe. The 1990s technology brought the shoe brighter colors and a cushion air sole. N0t only was it a major trend for athletes in the 90s, but a popular fashion statement for men and boys as well.
The classic white Adidas shoe with three stripes is demonstrated by the hip-hop music group, Run DMC. This shoe was a 1990s sportswear staple often worn without laces as seen above.
Full body Adidas tracksuits were popular in sportswear in the 1990s. As shown above, most tracksuits were windbreaks worn in the same color head to toe. 
Above is an example of the popurity of Adidas sportswear in women's fashion and in the pop scene in th '90s. Sporty Spice from Spice Girls was one of the female pioneers who popularized wearing Adidas windbreakers with cropped tops as an everyday style.
Starter jackets were a trend from hip-hop musicians to athletes to everyday men and boys in the 1990s. These jackets were worn as a fashion statement as well as showing pride for a favorite sportsteam, such as the Chicago Bulls basketball team shown above.
Click on the following link to view popular athletic shoes during the 1990s:
The Nike Air Jordon athletic shoe shown above is one of the several renditions of the original 1985 red and black Air Jordon I shoe. The 1990s technology brought the shoe brighter colors and a cushion air sole. N0t only was it a major trend for athletes in the 90s, but a popular fashion statement for men and boys as well.The classic white Adidas shoe with three stripes is demonstrated by the hip-hop music group, Run DMC. This shoe was a 1990s sportswear staple often worn without laces as seen above.Full body Adidas tracksuits were popular in sportswear in the 1990s. As shown above, most tracksuits were windbreaks worn in the same color head to toe. Above is an example of the popurity of Adidas sportswear in women's fashion and in the pop scene in th '90s. Sporty Spice from Spice Girls was one of the female pioneers who popularized wearing Adidas windbreakers with cropped tops as an everyday style.Fila was another popular athletic shoe as well as workout brand in the 1990s. The woman shown above is adorned in classic black Fila shoes as well as spandex Fila workout clothing.
Starter jackets were a trend from hip-hop musicians to athletes to everyday men and boys in the 1990s. These jackets were worn as a fashion statement as well as showing pride for a favorite sportsteam, such as the Chicago Bulls basketball team shown above.Although hip-hop sportswear and lycra activewear were popular throghout the 1990s, the latter half of the decade was dedicated to more preppy sports brands, like Tommy Hilfiger. Shown above is a classic polo shirt inspired by Tiger Woods and other golf players. It was implemented into everyday fashion as well.
Images of Key Styles/Designs for Women, Men, and Children's Apparel in the 1990s
Images of Key Styles/Designs for Women, Men, and Children's Apparel in the 1990s
The Grunge music movement, started by bands like Nirvana, sparked the Grunge fashion trend around 1992. It was influenced by street fashion and minimalism, popularizing dark and muted colors, flannel shirts, and Doc Marten boots.
The Spice Girls inspired a Mod or "Girl Power" trend adopted by women and young girls. Platform shoes, cropped shirts, babydoll dresses, knee-high stockings, and short skirts all became popular trends in the 1990s.
Parachute pants (or MC Hammer pants) became a nation-wide trend in young men, boys, and some women's fashion due to the music star's popularity and influence in the early 1990s.
Bright, neon colors colors were popular for men, women, and children during the 1990s due to leftover fashions from the 1980s.
By the mid-1990s the preppy "school-girl" look became a major fashion trend for women, as seen on characters in such movies as Clueless. Popular clothing items of this trend included plaid, knee-high stockings, short skirts and faux fur.
This image represents some popular fashion trends throughout the 1990s. These include acid-washed jeans, combat/chunky shoes, plaid, knee-high stockings, converse shoes, and short skirts.
The above image is of the characters from Dawson's Creek, a popular 1990s sitcom. The focus here is on the men's clothing. Sweater vests and khakis or boot cut jeans were popular for a typical man to wear in the 1990s as well as short-sleeved button-up shirts with patterns.
Above is a picture of a pre-teen Olsen twins wearing children's fashion trends of the 1990s such as choker necklaces, simple spaghetti-strap tanktops and hair clips.
Brightly-colored overalls and backwards hats were a typical children's outfit during the 1990s as shown above in the Olsen Twins' clothing.
Three of the female character from the hit 1990s TV show, Saved by the Bell, is shown above wearing basic 1990s fashion trends. The trends include high-waisted white denim, bright colors, tye-dye, scrunchies, mini-skirt, oversized sweater, and a blazer.
The oversized blazer was a leftover fashion staple from the 1980s, but continued to stay consistently popular in 1990s women's fashion. However, unlike the 1980s blazers, 1990s blazers lost the heavy shoulder pads and opted for a more subtle, baggy approach. Sharon Stone, above, is seen here sporting the blazer.
Baggy Clothes, Doc Martens, neon colors, bandanas and overalls were popular clothing items in the 1990s, inspired by hip-hop street fashion. TLC, above, demonstrated this popular urban style.
Sources:
Nike Shoes: blog.ctc.com
Run DMC in Adidas Shoes: streetball.com
Various Adidas Tracksuits: cdn2.ioffer.com
Sporty Spice Adidas: wiw.org
Fila Shoes/Activewear: pzrservices.typepad.com
Starter Jackets: 4.bp.blogspot.com
Tommy Hilfiger Polo Shirt: images.footballfanatics.com
Grunge Collage: photobucket.com
Spice Girls: blogtown.portlandmercury.com
MC Hammer: a.abcnews.com
Neon Colors: perfectnika.files.wordpress.com
Clueless: jennifermorrill.files.wordpress.com
Born in the 90s Collage: polyvore.com
Dawson's Creek: pub.umich.edu
Pre-teen Mary Kate & Ashley Olsen: images.movieeye.com
Younger Olsen Twins: imnop.blogs.com
Saved by the Bell Girls: images2.fanpop.com
Sharon Stone Blazer: upload.wikimedia.org
TLC Hip-Hop: myspace.com/nsr4deep
Key Styles/Designs for Sportswear in the 1990s
- 1990s marked the point when sportswear became everday clothing; major fashion trend of the '90s
- Popular Sports Brands: Nike, Adidas, Reebok, Tommy Hilfiger
- Nike: Endorsed by Michael Jordon and known for Nike Air Jordans
- Adidas: Endorsed by David Beckham and known for windbrakers and hip-hop styles
- Tommy Hilfiger: Polos and Tiger Woods-inspired preppy sportswear
- Starter Jackets
- Sports Team Jerseys
- Basketball Shorts
- Lycra and Spandex Fibers: Improved the stretch and comfort of work-out garments for women and men
- Fubu: Hip-Hip-Inspired Sportswear
Key Styles/Designs for Women, Men, and Children's Apparel in the 1990s
Click on the following link to view images of 1990s fashion trends from Life.com:
Fashion Trends of the 90's
Women:
- Preppy "Clueless" Look: Plaid, Knee High Tights, Faux Fur
- Denim Overalls
- Mod "Spice Girls" Look: Platform Shoes, Mini-Skirts
- "Hip-Hop" Look" Neon Baggy Jeans and Oversized T-Shirts
- Chunky Shoes: Doc Martens, Platform Sneakers
- Office Wear Goes Casual
- Oversized Blazer (without '80s shoulder pads)
- Bell-Bottoms
- Lycra Mini-Skirts
- Cropped Shirts
- Low-Waisted Jeans
- Acid Wash Jeans
- Bandanas
- Choker Necklaces
- Babydoll Tops
- Scunchies
- High-Waisted Jeans
- Petticoat Dresses
- Black Leather
- Camo/Army Print
Men:
- "Grunge" Look: Flannel Shirts, Loose-Fitted Clothing, Converse, Combat Boots
- Starter Jackets
- Parachute Pants (MC Hammer Pants)
- "Hip-Hop" Look: Neon Baggy Clothes and Backward Baseball Caps
- "Gangsta Rap" Look: Hooded Sweatshirts, Extremely Baggy Jeans
- Boot-Cut Jeans
- "Preppy" Look: Sweater Vests, Cargo Pants, Tommy Hilfiger Polos, Doc Martens
- Simple Work Wear (compared to '80s formal 3-piece suits)
Children:
- Scrunchies
- Stirrup Leggings
- Bright Neon Colors/Oversize T-Shirts
- Jelly Shoes
- Doc Martens
- Denim Overalls
- Fanny Packs
- "Spice Girls" Look: Bell-Bottoms, Platform Sneakers, etc.
- Bandanas
Sources:
Monday, October 19, 2009
Sunday, October 11, 2009
Dominating Cultural Factors:
- Spice Girls/"Girl Power"
- TV portraying untraditional families i.e. Roseanne
- Kurt Cobain/Nirvana
- Grunge music/Fashion
- Obsession with Media
- Plastic Surgery
- Rebellion of Youth Culture
- Brand Names
- Millennium/Futuristic Fashion
- “Anything Goes” Fashion
- Street Styles
- Women in the Work Force
- Crime/Violence
- Casual Wear
- MTV
- Internet Boom
- Cell phones/Technological Advancements
Hidden Currents:
- Uncertainty for upcoming Millenium
- Influence of teenage rebellion on society (Grunge)
- Society's dependence on technology
Wild Cards:
- Y2K
Cultural Analysis from 1990-1992
Music:
Technology:
Music:
- The energy and optimism of the 1980s was still fresh as the 1990s rolled around.
- These positive attitudes were reflected in 1990 with popular hits such as “U Can’t Touch This” by MC Hammer, Mariah Carey’s “Vision of Love,” and Madonna's “Vogue.”
- Nirvana emerged onto the scene with their hit “Smells Like Teen Spirit,” it unexpectedly sparked the Grunge movement, a subgenre of alternative rock that was characterized by apathetic and angst-filled song lyrics and heavily distorted electric guitars.
- Stemming from Seattle youth culture, Grunge was cynical and minimalistic, rebelling against the materialism and flashiness of the 1980s.
- The popular music in the bulk of 1992 ranged from Grunge (Nirvana, Pearl Jam); to Alternative Rock (Korn, Rage Against the Machine, Sublime)
- Pop Hip Hop acts such as TLC and Fresh Prince began gaining popularity, inspiring bright neon outfits, baggy pants, and baseball caps.
- 1) "Hold On" - Wilson Phillips
- 2) "It Must Have Been Love" -Roxette
- 3) "Nothing Compares 2 U" - Sinead O'Connor
- 4) "Poison" - Bell Biv Devoe
- 5) "Vogue" - Madonna
- 1) "(Everything I Do) I Do It For You" - Bryan Adams
- 2) "I Wanna Sex You Up" - Color Me Badd
- 3) "Gonna Make You Sweat" - C+C Music Factory
- 4) "Rush Rush" - Paula Abdul
- 5) "One More Try" - Timmy T
Top 5 Songs on the "Billboard Top 100" in 1992:
1) "End of the Road" - Boyz II Me
2) "Baby Got Back" - Sir Mix A-lot
3) "Jump" - Kris Kross
4) "Save The Best For Last" - Vanessa Williams
5) "Baby-Baby-Baby" - TLC
Fashion:
- The beginning of the nineties saw a transition from the flamboyant, bright colored eighties to a more relaxed “less is more” style.
- Brand names and logos became very prominent because people demanded more instant gratification and wanted to be defined as successful.
- With the dominating recession, street fashions became a major factor in the way people dressed because they had less money to spend on couture designers.
- Seinfeld (1990-1998):
Seinfeld is an American television sitcom that redefined the sitcom genre by containing pointless plots and unwavering characters. Seinfeld was a popular comedy throughout the 90’s and lasted a whole nine seasons. - The Simpsons (1989-current):
The Simpsons is an American animated television sitcom which consists of a satirical middle-class family, which consists of Homer, Marge, Bart, Lisa, and Maggie. The series is still continuing today and has a big cultural influence on society. Bart, the only son in the family, has influenced particular phrases that became popularized in the 90’s; “Outta my way, man”, “Eat my shorts”, “Don’t have a cow”, “No way, man”, and “Cowabunga.” Bart has also been labeled as the “heart of the family” and “busting through T.V.’s archaic sense of propriety." - Fresh Prince of Bel Air (1990-1995):
Fresh Prince of Bel Air is an American television sitcom that starred Will Smith as “street-smart” teenager from West Philadelphia that was sent to live with his wealthy relatives in a mansion in Bel Air. This comedy and heart warming television series provided life learned lessons that many teenage and young adults may go through. - The Cosby Show (ended 1992): The Cosby Show is an American television situational comedy show about an upper-middle class African-American family living in Brooklyn, New York. The Cosby Show was one of the first successful standup comedian sitcoms that paved the way for others such as; Roseanne, Home Improvement, The Drew Carey Show, Seinfeld, and Everybody Loves Raymond. The show gives examples of ethics, respect, morality, success, warmth, and high ideals for its viewers.
Technology:
- Development and Growth of World Wide Web (1991):
The World Wide Web (www) can be defined as a global information medium which is used to connect and operate over to the internet. The internet was not a new concept during the 90’s, however, browsers and websites would become more easily operated and inexpensive and growth of World Wide Web would continue to grow. This allowed the world to communicate faster and more efficiently and affected culture immensely which has lead to a more globalized and computerized world. - Microsoft Launches Windows 3.0 (1990):
During the 1990’s, Microsoft goes from a small beginner market position to a market dominant position. Microsoft has shaped technology because it has given more advanced computer programs to allow the lives of its customers to become more efficient.
Cultural Analysis from 1993-1994
Music:
Music:
- In 1993, musical motifs of aggression and rebellion were still prevalent, seen in the consistent popularity of Alternative Rock, Pop Hip Hop, and Grunge.
- Around 1994, Gangsta rap emerged onto the scene with artists such as ICE-T, Tupac, Missy Elliot and Notorious B.I.G.
- Rather than rapping about trivial topics and wearing bright, neon colors like several Pop Hip Hop acts did, Gangsta Rap was more aggressive with overtones of crime and violence in their lyrics.
Top 5 Songs on the "Billboard Top 100" in 1993:
- 1) "I Will Always Love You" -Whitney Houston
- 2) "Whoomp! (There It Is)" - Tag Team
- 3) "Can't Help Falling In Love" - UB40
- 4) "That's The Way Love Goes" - Janet Jackson
- 5) "Freak Me" - Silk
Top 5 Songs on the "Billboard Top 100" in 1994:
- 1) "The Sign" - Ace of Base
- 2) "I Swear" - All-4-One
- 3) "I'll Make Love To You" - Boyz II Men
- 4) "The Power of Love" - Celine Dion
- 5) "Hero" - Mariah Carey
Fashion:
- With the rise of the band Nirvana, the “grunge” look became very popular including baggy jeans, sneakers, flannel shirts, and dirty hair.
- Dress codes began to become more relaxed with the introduction of casual Friday’s and as blue jeans became more acceptable for both sexes virtually anywhere.
- Black was the dominating color along with neutrals such as olive, khaki and taupe.
Television/Movies:
- Friends (1994-2004):
Friends is an American sitcom about a group of friends that live in the area of Manhattan, New York, who occasionally live together and share similar living experiences. The series became one of the most popular sitcoms of all time and won many awards. Friends has made a huge cultural impact and many of its characters became idolized, i.e. Jennifer Aniston. - Jurassic Park (1993):
Jurassic Park is a science fiction thriller, directed by Steven Spielberg, and based on the novel by Michael Crichton. The movie was considered to be an important milestone for computer-generated imagery. - Forrest Gump (1994):
Forrest Gump is an American comedy/drama based film based on the 1986 novel by Winston Groom. The film is about a man’s journey through life while pertaining to meeting important historical figures, influences of popular culture, and historical events in the late 20th century. Forrest Gump was a prominent film that came out of the 90’s and is still popular today.
Technology:
- Netscape released (1994):
Netscape is a computer services company that is known for its web browser. It began as a dominant web browser but later lost most of its share to Internet Explorer. Web browsers and search engines allow the internet to be accessible to anyone, which has become very important during the 1990’s. - The Rise of Cell Phones:
During the 90’s cell phones became more sophisticated and popular. For one, cell phones shrank down in size as compared to the big bulky accessory of 80’s. Towards the end of the decade, even children started owning their very own cell phones as this technology started to grow. - Innovations in Video Games:
Video games were extremely popular in the 1990’s, while moving away from arcade games to video game consoles such as; Super Nintendo Entertainment System (1990), Play station (1994), Sega Saturn (1994), and Nintendo 64 (1996). As graphics became more enhanced video game providers would put out new consoles to provide new and more realistic video games.
Cultural Analysis from 1995-1996
Music:
Music:
- 1995 and 1996 pinpointed the emergence of Pop music geared towards a pre-teen and adolescent audience as a result of the popularity of MTV music videos.
- Some of these pop acts included boy bands such as Backstreet Boys and N*SYNC and the Spice Girls, who were pioneers of the “girl power” movement.
- In 1996, "The Macerena" by Los Del Rio became a wide-spread phenomenon, combining a catchy song with a dance and becoming an instant classic at weddings and other social events.
- Other female singers who inspired the movement of independent women included Sheryl Crowe, Alanis Morissette, Tori Amos, and Sarah Mclachlan.
- Along with the popularity of Pop music came high-energy Pop-Punk and Ska bands with such acts as No Doubt and Green Day.
Top 5 Songs on the "Billboard Top 100" in 1995:
- 1) "Gangsta's Paradise" - Coolio
- 2) "Waterfalls" - TLC
- 3) "Creep" - TLC
- 4) "Kiss From a Rose" - Seal
- 5) "On Bended Knee" - Boyz II Men
Top 5 Songs on the "Billboard Top 100" in 1996:
- 1) "Macerena" - Los Del Rio
- 2) "One Sweet Day" - Mariah Carey & Boy II Men
- 3) "Because You Loved Me" - Celine Dion
- 4) "Nobody Knows" - Tony Rich Project
- 5) "Always be My Baby" - Mariah Carey
Fashion:
- The mix-and-match stage was originated by consumers and started a “rebellion” against the former ‘rules’ of fashion when contrasting or clashing prints were paired together.
- Plunging necklines and revealing midriffs were popular when women wanted to show off as much skin as possible and we see a rise of low-cut jeans.
- “Girl power” began a trend of confident young women who were staying single longer and finding careers for themselves. Spice Girls and Madonna were a major influence for young women to continue wearing more revealing clothing.
- Women began embracing being young by obsessing over body image and taking advantage of plastic surgery options.
Television/Movies:
- Buffy the Vampire Slayer (1996-2003):
Buffy the Vampire Slayer is a popular American television series under the genre of supernatural drama. This show won great reviews and ratings and inspired hundreds of tie-in products to be sold such as; novels, comics, video games, and ext. That has also influenced the direction of other television series to come. - Mission: Impossible (1996):
Mission: Impossible was an action thriller film that follows the main character’s mission to uncover the mole within the CIA that has framed him for murders of his entire IMF team. This film received great revenues and was based off the late 60’s early 70’s television series. This film is one example of the popular trend of “television regurgitation,” other examples would be the Star Trek series and A Very Brady Sequel.
Technology:
- Yahoo! Is Introduced (1995):
Yahoo! Is an American public corporation that provides internet services world-wide. It is most prominently known for its search engine, directory, e-mail, news, and mapping services. Yahoo! and other internet services such as Google, provide a new way of life for internet users. Essentially, allowing internet use to be more efficient and easier for its users. - Cloning/Dolly (1996):Dolly was a female domestic sheep that was the first mammal to ever be cloned using the process of nuclear transfer. Cloning and other medical science issues such as stem cell research and genetic engineering has caused many moral and political questions to ask.
Cultural Analysis from 1997-1998
Music:
Music:
- The motif of catchy hooks and Pop music remained consistent between 1997 and 1998, however the lyrics became more about romance and heartbreak.
- The arrival of Britney Spears, Destiny’s Child and Shania Twain all promoted the “girl power” and “liberation of women” movement in popular music.
Top 5 Songs on the "Billboard Top 100" in 1997:
- 1) "Candle In the Wind" - Elton John
- 2) "Foolish Games/You Were Meant for Me" - Jewel
- 3) "I'll Be Missing You" - Puff Daddy & Faith Evans
- 4) "Un-Break My Heart" - Toni Braxton
- 5) "Can't Nobody Hold Me Down" - Puff Daddy
Top 5 Songs on the "Billboard Top 100" in 1998:
- 1) "Too Close" - Next
- 2) "The Boy Is Mine" - Brandy & Monica
- 3) "You're Still the One" - Shania Twain
- 4) "Truly Madly Deeply" - Savage Garden
- 5) "How Do I Live" - LeAnn Rimes
Fashion:
- Fashion accessories, body piercings, and tattoos became very trendy among the youth, as they were showing that every part of the body can be “improved”.
- Punk became very dominant in that latter years, including combat boots, black accessories and makeup. This encouraged “cliques” of similar dressed people to hang around one another.
Television/Movies:
- Titanic (1997):
Titanic is an American romantic/drama film based on the true story of sinking RMS Titanic and a forbidden love story because of different class/social upbringings. The film became the highest-grossing film of all time and was popular world-wide. - Saving Private Ryan (1998):
Saving Private Ryan is an American war film directed by Steven Spielburg, which was set during the Normandy invasion in World War II. The movie was popular amongst audiences and critics winning several awards for the film, cast, and crew. - Men in Black (1997):
Men in Black is a science fiction/comedy/action film which was based on the Men in Black comic series. This show is about members of a top secret organization created to monitor and police alien activity on Earth. This movie is another example of creating movies based on other works such as novels, television series, comic books, and ext.
Technology:
- DVDs First Released (1997):
Movie companies began to realize how successful the digital medium of CDs was to the music consumer, so the invention of DVD’s for motion picture films was created. However, VCR’s were still mainly used in many households during the 90’s; the switch over from VHS to DVD’s was just beginning.
Cultural Context Graph from 1990-1998
Graph Analysis
This graph demonstrates the four major factors that shaped culture between 1990 and 1998: fashion, movies/TV, technology, and music. It is organized by every two years on the X-axis and by level of positivity on the Y-axis. The level of positivity ranges from 1 to 6; 1 symbolizes that the specific factor has a negative connotation and 6 depicts a positive connotation.
This graph demonstrates the four major factors that shaped culture between 1990 and 1998: fashion, movies/TV, technology, and music. It is organized by every two years on the X-axis and by level of positivity on the Y-axis. The level of positivity ranges from 1 to 6; 1 symbolizes that the specific factor has a negative connotation and 6 depicts a positive connotation.
The bulk of nineties fashion was recognized for it's “anything goes” style, youthful rebellion, and mixture of retro and brand names. The beginning of the decade for fashion is placed at a 3 on the positivity scale, demonstrating the transition from the power-dressing of the eighties into a more toned-down, minimilstic way of dress. However, as 1991 approached and bands such as Nirvana became more popular, we begin to notice the “grunge” style and street style of dress becoming more popular as well. Thus, music affected fashion due to their negative correlation on the graph. The positivity increased between 1992 and 1994 as bold, bright colors inspired from the Hip Hop scene came into fashion. It hit a peak of 5 in 1994 due to positive and fun styles, such as platform boots, knee highs and short skirts which were influenced by The Spice Girls and "girl power" theme. Consumers also become more confident with the good economy and fun nature of the mid-nineties, which inspired them to wear shirts that exposed their midriffs, plunging necklines and low-cut jeans. From this point on, the positivity of fashion gradually declines to a middle ground. The rise of technology throughout the nineties correlating with the sudden declination of fashion at the end of the nineties shows how the upcoming millenium influenced the uncertainty of dress as well as more futuristic designs.
Movies and television were on the rise in the early nineties with comedies such as Seinfeld, The Simpsons, Wayne’s World (1992), and Coneheads (1993). The mid-90s hit a maximum peak with numerous animated Disney movies such as The Lion King (1994) and Toy Story (1995). Teenage comedies gained popularity, such as Clueless (1995), which also correlates with trendy pop music during the time, like The Spice Girls and The Backstreet Boys. As Friends gained popularity in the mid-nineties, so did fashion influences by the characters, such as "the Rachel" hair-cut. We can see the positive correlation between the influence of celebrities in TV with fashion on the graph. At the end of the nineties, there was another drop in TV and movies as reality TV emerged and science fiction and action movies like Mission Impossible (1996) became prominant due to the advancing technologies in cinema. As previously stated, the uncertainty of the future promoted a slightly less positive influence on TV and movies as shown on the graph.
Technology begins between 2 and 3 on the graph as advancing technology showed promise for the future with the production of MTV music videos, Microsoft's Windows 3.0, and advances in discovering the origins of AIDS. Throughout the nineties, the graph shows a consistant increase in positivity due to technological advances in computers (such as the internet becoming a world-wide phenomenon), the introduction of CDs instead of casette tapes, the graphics of video games, and the continuous upgrading of cell phones, especially in youth culture. As stated above, the upcoming millenium inspired a futuristic approach to fashion, music, and television/movies.
The music of the nineties started at a high 5, coming from the high energy of the 1980s with acts such as MC Hammer. However, music drastically plummeted to a low plateau when Grunge entered the scene. The fashion followed, portraying a rebellious Grunge style. Television also followed as more broken homes were airing, such a Roseanne in replacement of cookie-cutter families like The Cosby Show. The music continued to express aggression and violence with the success of Gangsta Rap, however, fashion during that time was more influenced by the bright colors of the lighter Hip Hop music scene, showed on the graph by the rise in fashion before the rise in music. Music peaked again during the mid-nineties as pop music became trendy, such as NSYNC and The Spice Girls. Pop-punk also became mainstream with acts like No Doubt and Green Day. From 1996-1998, female acts were on the rise portraying their independence and importance in society. Some of these performers included Shania Twain, Destiny's Child, and Britney Spears. They all contributed to the rise in the liberation of women dressing and acting according to their own agendal, which is expressed in their music.
Therefore, as shown in the graph, the various aspects of culture all influence each other. Fashion is directly affected by music, technology, television, movies, and the celebrities of the nineties. When the music was negative, like the Grunge scene, fashion followed. When technology was advancing, so was futurustic connotations in music, science fiction movies, and fashion. People followed the example of television characters, such as Rachel from Friends as previously stated. From this graph, we are able to envision the reasons for the popularity of certain cultural trends of the 1990s.
Sources
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Greenwood Press.
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Rose, Cynthia. (2004). American Decades Primary Source: 1990-1999. New York: Thomas/Gale.
Stern, Jane & Michael. (1992). Encyclopedia of Pop Culture. New York: Harper Perennial.
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Stone, Elaine. (2008). The Dynamics of Fashion. New York, NY: Fairchild Publications.
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Thomas, Pauline Weston. (2009). Fashion-Era: The 1990s Mood of the Millennium Part 1. Retrieved 27 September, 2009, from <http://www.fashion-era.com/the_1990s.htm>.
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