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Postmodern" is a popular term, but difficult to define. Instead of summing up the various perspectives of scholars and the variety of ideas to which the term postmodernism has been assigned, this text lets this diversity speak for itself.

About the Author Arthur Asa Berger is the author of more than one hundred articles and more than seventy books on pop culture, media, cultural studies, humor and tourism. If you count second, third, fourth and fifth editions of books, he has published more than ninety books. His books have been translated into ten languages, with fourteen of his books translated into Chinese and five into Farsi. One of his favorite articles was titled "The Eva...

Are Americans obsessed with shopping? Shop 'til You Drop is a lively look at our consumer culture and its role in our everyday lives and society. Arthur Asa Berger considers the sacred roots of consumer culture, the demographics of consumption, theories about competing cultures, and the semiotics of shopping. Accessibly written and entertaining, this book is ideal for courses in cultural studies, advertising, and American studies, as well as f...

This brief, practical guide illustrates the most common kinds of business correspondence that a university professor is required to produce and offers useful advice to make these communications as effective as possible. The author also offers general suggestions on effective writing, including brainstorming and collaborating, persuasion, outlining and revising, and designing documents.

This book, written in an accessible style and illustrated with drawings by the author and with many other images, discusses the basic principles of discourse theory and applies them to various aspects of popular culture, media and everyday life. Among the topics it analyzes are speed dating, advertising, jokes, language use, myths, fairy tales and material culture.Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communicatio...

This book offers a cultural studies approach to marketing and advertising and shows readers how scholars from different academic disciplines make sense of marketing’s role in American culture and society.  It is written in an accessible style and has numerous drawings by the author to give it more visual interest.Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He ha...

Southwest literary humor and Yiddish humor collided in the ever-popular comic strip "Li'l Abner, " From 1936 to 1977, when it ceased publication, this comic strip entertained, annoyed, riled, and amused legions of readers. Li'l Abner, Daisy Mae, Mammy and Pappy Yokum, Moonbeam McSwine, Marryin' Sam, and Sadie Hawkins became pillars in American popular culture, and Dogpatch became a symbol, an emblem, and a community in mainstream U.S.A.The den...

Offers a semiotically informed ethnographic study of contemporary culture in Rajasthan and India. This book adapts the methodology of analyzing cultures found in Roland Barthes' semiotic portrait of Japanese culture, "Empire of Signs". It considers tourism from both an anthropological and sociological level.

The average person in America watches four hours of television per day and spends the equivalent of nine years of his or her life in front of the television set. This is a study of how the mass media broadcast or spread various popular arts, further how the media and popular arts play a major role in shaping our everyday lives.

Just as a distinctive literary voice or style is marked by the ease with which it can be parodied, so too can specific aspects of humour be unique. Playwrights, television writers, novelists, cartoonists, and film scriptwriters use many special technical devices to create humour. Just as dramatic writers and novelists use specific devices to craft their work, creators of humorous materials--from the ancient Greeks to today's stand-up comics--h...

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People experience humour daily through television, newspapers, literature, and contact with others. The author of this work attempts to analyze humour and determine what makes it such a dominating force in our lives.

Offers discussions of the main concepts found in semiotic, historical, anthropological, psychoanalytic, Marxist, and sociological analysis. This title provides practical descriptions of the working methods of each discipline and demarcates their special areas of investigation.

Deals with tourism, popular culture and everyday life in Japan. This title is of interest to tourists considering visiting Japan, Japanophiles, social scientists and humanities scholars with interests in Japan, and students taking courses in tourism, Japanese culture and cultural studies.

Uses case histories to show how scholars from different disciplines and scholarly domains have tried to describe and understand humor. The author reveals not only the many approaches that are available to study humor, but also the many perspectives toward humor that characterize each discipline.

This book deals with tourism, popular culture and daily life in Japan. It is written in an accessible style and will be of interest to tourists considering visiting Japan, Japanophiles, social scientists and humanities scholars with interests in Japan, and students taking courses in tourism, Japanese culture, cultural studies and consumer culture.

Arthur Asa Berger elucidates narrative theory and applies it to readers' everyday experiences with popular forms of mass media. This unique book demonstrates how to interpret narratives while presenting the analysis in an accessible manner.

An introduction to genre analysis, this highly readable volume presents key concepts in an accessible manner for undergraduate courses in film, TV, media criticism and cultural studies. The texts are representative of horror, science fiction, spy, classic detective, and tough guy detective genres, and readers may make their own analyses of texts based on the methods explained and the examples offered.