LUNG, LIDWINA DEANG (2023) THE POPULAR CULTURE CHARACTERISTICS AND AMERICAN VALUES OF GLOBALIZED STARBUCKS COFFEE. Other thesis, Universitas Katholik Soegijapranata Semarang.
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Abstract
Starbucks' popularity as a coffee company from the United States of America makes them the center of attention among coffee lovers. This it is not surprising because the most prominent coffee company has become one of the most widespread cultural phenomena in the world. Through a qualitative research and data collection from photo documentation and interview session with a Starbucks barista, manager, and some customers from Kota Lama, Semarang, this research found that the Starbucks coffee shop fulfills nine out of the ten characteristics of popular culture. The nine characteristics of popular culture that Starbucks fulfil are (1) giving satisfaction to customers; (2) being easy to obtain, (3) being eager to please, (4) reflecting society, (5) being temporary, (6) being practical, (7) creating a global-local lifestyle, (8) making profit, and (9) fulfilling popular culture’s themes. While popular culture characteristics that are not fulfilled by Starbucks is (10) manipulation. Through discussing the characteristics, thirteen dominant American values are also found. The values consist of (1) controlling the environment, (2) change, (3) the essential of time, (4) equality, (5) individualism and privacy, (6) self-help, (7) competition, (8) future orientation, (9) action and work orientation, (10) informality, (11) directness, openness and honesty, (12) practicality and efficiency, and the last is (13) materialism and acquisitiveness. Through understanding the American values, this research finds that the American Starbucks does indeed describe its hegemonic nature to support itself as the most globalized and popular coffee shop in the world
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | 400 Language |
| Divisions: | Faculty of Language and Art > Department of English Literature |
| Depositing User: | mr AM. Pudja Adjie Sudoso |
| Date Deposited: | 04 Oct 2023 01:50 |
| Last Modified: | 04 Oct 2023 01:50 |
| URI: | http://repository.unika.ac.id/id/eprint/33048 |
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