Written Analysis 5 – Outcome

Starbucks

I chose Starbucks for our written analysis assignments. Starbucks was a humble coffee roaster in Seattle back in 1971 (What, n.d.). The first coffee house was opened in 1985, when Starbucks’ director of retail operations became inspired after he experienced the coffee drinking and café culture of Italians (What, n.d.). All of the pop culture theories seem to apply to Starbucks in some way – popular beliefs, icons, rituals, stereotypes, cult of celebrity, and formulas. However, the theory of stereotypes and heroes best relates to the Starbucks brand.

The stereotypes surrounding Starbucks involve their patrons. The stereotypical Starbucks patron is a white soccer mom, 25-45 years old, and college students. After doing a lot of research, I found that 58% of Starbucks customers are male, not female (Sponder, 2010). The stereotypical age is spot on, with 55% of customers ranging in age from 25-44 (Sponder, 2010).

Personally, I believe that is a hero. The company’s main focus is obviously making a profit, but they also have used their popularity to highlight global issues and have taken steps to do their part in rectifying the problems. Starbucks lead the charge for fair trade, which ensures that farmers are paid fairly for their products and the farming practices are safe for the environment (Ethical, n.d.). Starbucks also focuses on alternative energy and recycling. Starbucks gives a discount to anyone using a non-disposable cup/mug, they aim for their cups to be 100% reusable or recyclable by the end of this year (Goals, 2012), and the company is on track to use renewable energy for 100% of its electricity needs (Goal, 2011).

These popular culture class allowed me delve deeply into why Americans are so obsessed with Starbucks. So why has Starbucks become so recognizable? Because they have a calm atmosphere, free WiFi, easily accessible locations, excellent customer service, and an efficient operation. The main finding I was surprised by was the demographics of Starbucks patrons. I, like most people, have always thought women were the primary customers. I was surprised by the number of changes Starbucks has made to become environmentally responsible. The Starbucks name elicits the wonderful smell of brewing coffee and the iconic white cup with their green logo; and after the discovery of their environmentally conscience practices, I like Starbucks even more.

Reference

Ethical sourcing: Coffee. (n.d.) Starbucks. Retrieved June 27, 2015 from: http://www.starbucks.com/responsibility/sourcing/coffee

Goals & progress: Cup recycling. (2012). Starbucks. Retrieved from: http://www.starbucks.com/responsibility/global-report/environmental-stewardship/cup-recycling

Goals & progress: Renewable energy. (2011). Starbucks. Retrieved from: http://www.starbucks.com/responsibility/global-report/environmental-stewardship/renewable-energy

Sponder, M. (2010). PeekYou – Starbucks case study using peekdata reverse URL identity lookups. Web Metrics Guru, Inc. Retrieved from: http://www.webmetricsguru.com/archives/2010/09/peekyou-starbucks-case-study-using-peekdata-reverse-url-indentity-lookups-social-media-monitoring-platforms-will-improve-when-using-this-data/

What is the secret behind Starbuck’s growth and success? (n.d.). MWEB. Retrieved May 30, 2015 from: http://www.mweb.co.za/Entrepreneur/ViewArticle/tabid/3162/Article/6880/What-is-the-secret-behind-Starbucks-growth-and-success.aspx

Written Analysis – Formulas: Starbucks

Coffee is a staple for the majority of Americans to start their day.  I can’t even count the number of times I have heard, ‘Don’t talk to me until I’ve had a cup coffee’. Prior to personal health issues, this was definitely me! I would make a run for my iced vanilla skinny latte with 3 extra shots immediately following the morning med pass at the Alzheimer’s Assisting Living community I worked in 3-4 days a week. The CNA’s would have their orders waiting on my med cart, because they knew I would not skip my Starbucks run.

This popular culture class has forced me to examine why America is so obsessed with coffee, namely Starbucks. When I hear ‘Starbucks’, the wonderful smell of brewing coffee fills my nose and I see the iconic white cup with their green logo. So why has Starbucks become so recognizable? Because they have a calm atmosphere, free WiFi, easily accessible locations, excellent customer service, and an efficient operation.

In most urban areas, you can find a Starbucks within 5 blocks of wherever you are and outside of downtown, there is a Starbucks on every major roadway through town. This makes accessibility very easy and brand exposure very prominent. These is a formula for every drink, so that they taste the same every time, and formula for staffing, making sure you receive your drinks quickly. Starbucks has a created a formula for every aspect of their business and in so doing Starbucks has become a household name.

Journal Article Review

HUMN240: Pop Culture

Franklin University

Professor McCown

June 17, 2015

 

Article

The new American hero: Dexter, serial killer for the masses by Ashley M. Donnelly.

Background about Dexter

Dexter is a serial killer, who is a blood spatter analyst at the Miami Police Department. He was forced to watch the brutal murder of his mother as a toddler, prior to being adopted by a policeman. His adoptive father identified Dexter’s predilections for killing at an early age and established a code for Dexter to follow. “For example, child molestation and the murder of the innocent are Unacceptable, [however] the torture, murder, and dismemberment of their perpetrator is Acceptable. The murder of prostitutes is Unacceptable, but the murder of their murderer is Acceptable” (Donnelly, 2012, p. 23). Analysis

This article is not written for the lay public, but rather for the academic side of popular culture. The author gives an in-depth comparison between the character Dexter and the characters in classic Gothic literature, the mythology of the American Adam, and John McNaughton’s Henry: Portrait of a Serial Killer, just to name a few. She also examines the political and global climates at the time of these literary works, focusing primarily on the time frame 1970’s-present.  Donnelly believes that the serial killer, in horror films and novels, “used this new human monster figure as a way of expressing the fears of Americans who could not identify their source of anxiety” (p. 19) after the 1970’s oil crisis, recession, and impending nuclear war had resolved. 

This article contains a lot of comparisons, which was a bit difficult keep all of them straight. However, the content was well written and flowed logically from point to point. The main point the author is trying to convey, is the popular television shows, movies, and books we choose to watch and read are a way for us to reinforce the line between us/the Others and right/wrong. Popular culture seeks explanations of why the Other behaved wrongly to further highlight the differences between us and them and reassure our selves in our normalcy. Dexter has a clear set of guidelines he follows and although his actual deeds are heinous, in a lot ways they are righteous and just.

The author notices the reason society has become enamored with Dexter, and characters like him, is that we are forced to see ourselves in them. These characters are not inherently evil, but a flawed human being who commits occasional offenses. Even though Dexter’s ‘occasional offenses’ are murders; the audience still find him loveable. Donnelly (2012) believes the Dexter character reinforces conservative moral ideals; providing a clear demarcation between good and evil. According to Donnelly (2012), our love for the deviant Other can only last as long as he kills those that do not resemble ‘us’ – “(Dexter) He’s clearly Other…He threats those that ‘deserve’ it and poses no threat to those of us who are ‘normal’.” (p. 25).

 I do agree with the author’s view of our society constantly trying to differentiate ourselves from those who we view as abnormal or immoral. We all want to appear ‘normal’ to those around us – there by insuring that we are able to hold down a job, have friendships, and make a comfortable live for ourselves. I believe this article provides an important viewpoint not typically considered by most. It illustrates how even the smallest action, such as watching a television show, can influence or reinforce our beliefs.

Reference

Donnelly, A. M. (2012). The new American hero: Dexter, serial killer for the masses. The Journal of Popular Culture, 45(1), pp. 15-26.

Written Analysis 3: Heroes and Celebrities – Starbucks

Celebrities are just as enamored with Starbucks as the rest of the country.  At least once a month I see a celebrity, in an entertainment magazine, carrying a cup of Starbucks coffee/tea. Personally, see these famous people walking around with Starbucks does not influence we like or dislike of the company or drinks.  For some, however, Starbucks starts to look more appealing to them because ‘so-and-so’ drinks their coffee. I would imagine that celebrities visiting their establishments make the brand even more popular, because if a celebrity chooses to go to Starbucks over a pricey, trendy coffeehouse must mean their coffee is superior. I don’t believe this to be true; but I do enjoy their drinks and baked goods very much!
               

When it comes to heroes, I believe that Starbucks is the hero. Starbucks has brought the importance of ethically sourced products to the forefront of America’s attention. They have lead the charge for fair trade coffee; which ensures that farmers and their workers are paid fairly for their product and that the farming is safe for the environment. Not only does Starbucks make sure its coffee and tea are better for the planet and farmers; it also promotes recycling and alternate energy. Starbucks gives a discount to anyone using a non-disposable cup/mug, they aim for their cups to be 100% reusable or recyclable by the end of this year (Goals, 2012), and the company is on track to use renewable energy for 100% of its electricity needs (Goal, 2011). Starbucks has set forth goals to create solutions and bring attention to problems that are affecting the world around us; thus inspiring us to do the same in our homes.

Reference

Goals & progress: Cup recycling. (2012). Starbucks. Retrieved from: http://www.starbucks.com/responsibility/global-report/environmental-stewardship/cup-recycling

Goals & progress: Renewable energy. (2011). Starbucks. Retrieved from: http://www.starbucks.com/responsibility/global-report/environmental-stewardship/renewable-energy

Written Analysis 2 - Starbuck Rituals and Stereotypes

        Over the years Starbucks has acquired stereotypes involving the customers who frequent their establishments. The main stereotypical patrons are white soccer mom’s between the ages of 25 and 45 or college students.  I started doing some digging and found that some of these stereotypes were correct. The gender stereotype is incorrect, with the majority of Starbucks consumers being male (58%) (Sponder, 2010). However, the age range is correct, with 55% of Starbucks patrons being between the ages of 25 and 44 (Sponder, 2010). According to Sponder (2010), men (26-34) were the largest demographic on the west coast, but men (35-44) in North Dakota were the smallest group. I also discovered that the demographics were greatly influenced by geographical location, socioeconomic status, and even political leaning (See Chart 1 & Chart 2).

        Stereotypes are much more varied compared to rituals. Either a place or active is a ritualistic stop or it is sporadic.  Personally, I am a sporadic Starbucks patron; primarily because I cannot drink coffee. Several of my friends, on the other hand, stop daily before coming to work. They do not have time to stop in and spend 30+ minutes enjoying the atmosphere, but rather use Starbucks a coffee pit-stop to get their mornings started off right. When asked why they stop routinely every morning, the responses where fairly unanimous across the board. Even a quick trip in for a cup of coffee feels like a treat or reward for getting out of the house on time. They also like having the ability to choose a different drink if the moods strikes them.

        I believe that any ritual has an emotional connection for that person. For whatever reason, this activity or place elicits a feeling of calm, joy, or luxury. A stereotype is generally influenced by a person’s environment, whether familial or friendships or a combination of the two. Some stereotypes are harmless, even humorous; while other stereotypes are the fuel for hatred. Whatever the reason for the stereotype, I would advise conducting some inquiry into the matter prior to passing judgment.

References

McDonald’s and Starbucks: 43% Yin, 35% Yang. (2009). Pew Research Center. Retrieved from: http://www.pewsocialtrends.org/2009/02/10/mcdonalds-and-starbucks-43-yin-35-yang/

Sponder, M. (2010). PeekYou – Starbucks case study using peekdata reverse URL identity lookups. Web Metrics Guru, Inc. Retrieved from: http://www.webmetricsguru.com/archives/2010/09/peekyou-starbucks-case-study-using-peekdata-reverse-url-indentity-lookups-social-media-monitoring-platforms-will-improve-when-using-this-data/will-improve-when-using-this-data/

Written Analysis 1 - Starbucks

Each of us has been tasked with choosing a topic for our Pop Culture class. I chose to analyze Starbucks and the influence it has on our society. Starbucks started out as a coffee roaster in Seattle in 1971 (What, n.d.). The first Starbucks coffee shop opened in 1985 after Howard Shultz, director of retail operations, returned from an inspiring trip to Italy where he experienced the coffee drinking and café culture of Italians (What, n.d.).

Coffee shops have been around for decades, but Starbuck was the first chain coffee house. Starbucks provided a place for people to enjoy coffee in a comfortable ‘home-like’ atmosphere without the pressure to interact with the other customers. Starbucks has also be come a hub for younger adults to hang out with friends, connect to Wi-Fi internet, or compose school/work research projects. My fiancé and I seek out a Starbucks at least once a week, almost daily if we are on vacation, in order for me to complete homework assignments and allow him to email construction proposals or design plans.

Most people believe that Starbucks has superior coffee, me included. In blind taste tests, Starbucks was beat by both Dunkin Donuts and McDonald’s (Dada, 2014). Starbuck’s coffee has become an addiction to many Americans and according to Dada (2014), there are three reasons for this ‘addiction’.

1. The coffee buying experience – the atmosphere of relaxing music, delicious coffee aromas, friendly baristas, and exclusive names make the experience memorable (Dada, 2014).
2. Personal reward (Dada, 2014) – A Starbucks coffee is daily splurge that is affordable and gives the consumer a feeling of being ‘treated’ before or after a long day. 
3. Familiarity –Starbucks in the default answer to a morning cup of coffee or latte, primarily due to marketing and their multiple convenient locations. 

Starbucks has become a household name, with numerous consumers purchasing Starbucks coffee beans to brew in their own home. Starbucks has not only influenced how we view coffee, but they have also influenced coffee pricing and how coffee is purchased. Vishwanath et al (2000), found that “ten years ago, only 3% of all coffee sold in the United States was priced at a premium—at least 25% higher than value brands. Today, 40% of coffee is sold at premium prices.” (para 3). Fifteen years ago, Starbucks shed light on the unfair conditions coffee farmers were facing and entered into a licensing agreement with Fairtrade to sell only certified Fairtrade coffee (What, n.d.). As of this year, Starbucks uses 100% Fairtrade coffee and has many organic options. Now I can enjoy a delicious latte in a serene atmosphere and feel good about the source of the coffee beans; even if the coffee isn’t of ‘the best’ quality.

Icon Analysis

The icons I selected are all literature. While people are my main source of inspiration, literature is both a way to ‘exercise’ my imagination and form friendships with other bookworms. The 3 literature collections I chose are – the Harry Potter Series, the Hunger Games Triology, and the Twilight Saga. J.K. Rowling (2007), author of the Harry Potter series, views “words are our most inexhaustible source of magic, capable of both inflicting injury and remedying it.”

The Harry Potter series is what really turned me into the avid reader I am today. I read the first book in my mid-20’s, at the urging of one of my co-workers. I sat down to read a few chapters on a cold winter afternoon and ended up finishing it at 1 am. I was hooked! Every year we would fly out to Washington state to go backpacking for 10 days. I was sitting there reading one of the Harry Potter books, when the kid next to noticed the book. The child, his mother, and I ended up talking the entire 4-hour plane trip.

 

http://images.popmatters.com/features_art/p/potter-composite.jpg

 

In Hunger Games, Panem is a representation of the US in the distant future. There are no longer states, but districts; and the costal areas of today are underwater.  Although the Hunger Games is completely fictional, it made me stop and think. Could, at least, part of this fictional tale come to fruition? Global warming is threatening our ice caps, glaciers, and polar snow pack. If these melt, there is very real chance that the same underwater states/areas of Panem will be submerged in the near future. This book series was a fast read, very entertaining, and planted little seeds of possibility of what the future may hold.

http://popculturegalaxy.com/wp-content/uploads/2012/02/the-hunger-games-poster1.jpg

The last icon I chose, is the Twilight Saga. For any of you who do not know, Twilight is set in Washington State on the Olympic peninsula and is about vampires and werewolves. Obviously this is a fictional creation. However, the way the characters are described, they seem real. The books made you almost believe that maybe they are real and you never noticed. This series was a great escape for me and continued to feed my voracious appetite for books. The unfortunate part, in my boyfriend’s opinion, is it opened eyes to another genre of literature for me to explore and many more books to buy!

http://cdn2-b.examiner.com/sites/default/files/styles/image_content_width/hash/97/4e/1349384499_6501_0a.jpg?itok=_Z5k_sQ0

 

Reference:

Rowling, J. K. (2007). Harry Potter and the Deathly Hallows. New York: Scholastic.