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HOW HOLLYWOOD BECAME THE NEW AMERICAN DREAM
by
Savannah Renae Haspel
A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS)
December 2011
Copyright 2011 Savannah Renae Haspel
Object Description
| Title | How Hollywood became the new American dream |
| Author | Haspel, Savannah Renae |
| Author email | haspel@usc.edu;savanny@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-11-14 |
| Date submitted | 2011-11-14 |
| Date approved | 2011-11-14 |
| Restricted until | 2011-11-14 |
| Date published | 2011-11-14 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
LeVeque, Matthew Ross, Steven |
| Abstract | The American Dream is being Subjugated by The Nation’s Growing Celebrity Worship and Replaced by the Hollywood Dream. ❧ Almost everywhere one looks, celebrities now dominate the American culture. From television shows to household products, Hollywood has burrowed itself into nearly every aspect of people's lives. Many people not only want to emulate celebrities, but more and more want to actually become celebrities, too. This growing trend has impacted the attitudes and aspirations of the nation's youth, shifting from the once-revered hard-working American Dream to the ego-driven Hollywood Dream. This change did not happen overnight; it has been hundreds of years in the making, but has accelerated with a series of events in the last two decades. ❧ History shows that societal and cultural attitudes tend to shift over time. While humans all share the same basic biology needs, major occurrences like wars, economic conditions and technological advancements shape each generation's view of the world. This is now evident as many of the Baby Boomers (age forty-seven to sixty-five), who lived the American Dream, share a vastly different view of success than the majority of their children, the Millennials (age fifteen to thirty-one) do now. Many of the Millennials find it difficult to associate with their parents' aspirational views of America, where hard work brought prosperity, and have therefore sought a convenient shortcut: The Hollywood Dream. ❧ From the burgeoning middle class to the invention of movies to the Internet, much of society's ambitions have move from the family to the individual and the ego. Therefore, it is crucial to understand the different attitudes and motivational drivers for two of the nation's largest and most influential age groups: The Baby Boomers and the Millennials. Because of their enormous presence and buying power, and vast attitudinal differences, knowing how to craft messages and “speak” to these groups will be highly beneficial for public relations practitioners. ❧ This paper will compare celebrity fascination across generations and determine the underlining causes of how the Hollywood Dream replaced the American Dream. Additionally, it will identify key messages and tools that public relations professionals can use to effectively connect with this group. |
| Keyword | celebrity; worship; obsession; fascination; gen Y; millennials; hollywood; american dream; attitudes; beliefs; baby boomers; work ethic; expectations; entitlement; narcissism; psychology; fame; reality; television; family structure; parenting; childhood development; alternatives; history; stars; mental health; imaginary audience; emerging adults; theory; extended adolescence; escapism; mirror effect; schadenfreude; gossip; tabloids; paparazzi;entertainment; movies; society; generation me; sociology; consumer; luxury; lifestyle; aspirational; United States; America; shrinking; middle class; debt; technology; unhappiness; hopelessness; twitter; facebook; social media; new media; public relations; marketing; over consumption; banana republic; wealth; disparity; income; fans; fanatic; sycophantic; Internet; youtube; young adults; teens; tweens; tools; communication; strategies; tactics; workforce; workplace; differences |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Haspel, Savannah Renae |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume71/etd-HaspelSava-402.pdf |
Description
| Title | Page 1 |
| Full text | HOW HOLLYWOOD BECAME THE NEW AMERICAN DREAM by Savannah Renae Haspel A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) December 2011 Copyright 2011 Savannah Renae Haspel |
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