American Ways (1)

the heritage of abundance思维导图，有兴趣的可以看看哟。

the heritage of abundance

• a history of abundance
  • the small population used up a great number of energy, generated a great number of garbage
    • be criticized as a "throw-away "country
• From Producers to Consumers
  • the emphasis on producing wealth and maintaining a high standard of living developed over a period of time
    • 1700s,1800s
      • think of themselves more as producers than consumers
    • 20th century ~ present
      • begin to think of themselves more as consumers than producers
    • cause
      • the coming of mass advertising(1920s), radio broadcasts(1920s), television programming(1950s)
        • advertising
          • scholars had begun to study the effect of mass advertising on American society
            • first effect
              • sponsors had some control over the content of television programs
            • second effect
              • the advertising techniques are used to change America's attitudes,behavoir,and beliefs
          • advertising money follows the consumer as well as the voter and mass advertising are out of control
            • television,radio,magazines, newspapers,marketers
            • internet
              • computers,laptops, tablets, smartphones
              • individual users(target marketing)
  • a history of abundance
    • the small population used up a great number of energy, generated a great number of garbage
      • be criticized as a "throw-away "country
• What American Consumers like
  • comfort
    • goes back to the frontier experience
    • can be seen in the way they (furnish their homes,design their cars,and travel)
  • cleanliness
    • perhaps their Puritan heritage has played some role in their desire for cleanliness
      • stressed the need to cleanse the body of the dirt and of all evil tendencies
    • “cleanliness is next to godliness"
    • marketing to American consumers requires an awareness of their desire for cleanliness
      • example of a spray, P & G
  • novelty
    • new and different
    • maybe this love of novelty is reinforced by their pride in their inventiveness
    • advertisements encourage to get rid of old products and try new ones
      • if cannot afford, advertisers encourage consumers to charge it on a credit card
  • convenience
    • labor-saving devices
    • fast-food,convenience foods
    • however,these do not cause Americans to be less busy
      • a curious paradox in the American character
        • Americans are so busy working to acquire comforts and conveniences that they were unable to relax and to enjoy enjoy leisure time when they had it
• An Abundance of Technology
  • increased the space of life , changed the way we receive and exchange information
  • there are so many informations and various ways
    • the result:the TV audience has become more fragmented ; most large companies are doing target marketing
    • reason 2:more and more Americans are online instead of watching TV at all
  • many big city papers have gone out of business
    • some news magazines have gone to online publishing only
      • much of the advertising money went to support the covering of new events; it is sometimes difficult to get in depth coverage and analysis..
  • instant report and explanation of new events
    • sometimes can be superficial and even silly
    • though the Internet can also be a source of valuable newsreports by eyewitnesses
• An abundance of Knowledge:Big Data
  • Big Data
    • the first time:the 2012 presidential election
      • Obama's campaign
    • a large "coffee"table book
      • define it as more information than can fit on a personal computer
      • others says that it's more than just information---also tools
  • an extraordinary knowledge revolution
    • digital record of our lives
      • important personal questions, being debated
      • concern
        • criminals and terrorists having access to knowledge about us
      • how human uses all this new information(limitless supply)
        • double-edge sword
          • positive: enable us to solve ..
          • negative: make poor decision
  • has to be managed
    • one way:exports tell us what is important
    • new ways of processing data:"crowdscience"
• Redefining American Abundance
  • the US always come from a culture of abundance
    • redefine:use the enormous sources "not just to build a modern society but also supply the world"
  • the scarcity of sources is a matter of perspective and accessibility
    • the example of "tracking"
  • shared abundance
    • definitions of poverty and abundance
    • unniversal agreement about the basics that everyone needs
      • clean water
      • enough food
      • adequate shelter
      • the share of technology gives us the tools to meet the needs and bring "a life of abundant plausibility"to all
    • obstacles
• brief conclusion:this passage began by explaining where it came from and how it affected the US
  • the ever-expanding pie would continue to expand to provide large pieces for everyone
    • the belief made them confident and optimistic
    • support the basic national values
    • some worries it will not continue to expand