Consumer Behavior Term Paper
TABLE OF CONTENTS
Page #
- Name of Movie, Year of release, Genre (drama, comedy, etc.) & 2
- Movie Plot Description & Themes 2-3
- Demographic description for EACH main character 3-4
- Psychographic/Personality description for EACH main character 4-5
- Music’s relationship to characters and actions 8
- Products & Services Purchased, Used, or Disposed of 9
- Sacred vs. Profane Consumption examples in movie 9-11
- Characters’ Transformations & Self-image 11
- Cultural values, Trends 11-12
- Characters’ Heroic or Non-heroic Qualities & Stereotypes 12-13 References List (use APA style – see Citations file to be
Don't use plagiarised sources.Get your custom essay just from $11/page
1a) Name of Movie, Year of release, Genre (drama, comedy, etc.)
Insider
1999
Detective and action
2) Brief description of the movie plot and critical themes (taken from the back of the video tape or DVD case, the TV guide, or a movie review).
The movie is based on a true story revealing malpractice in a tobacco company. The movie was acted basing on the CBS 60 Minutes in 1994. The episode was not aired because the CBS mother company opposed the act. The movie tells the true-life story of Jeffry.
In Lebanon, one of the characters Lowell, convinces Hezbollah to accept being interviewed by the journalist Mike Wallace for CBS show 60 Minutes. In Louisville, the main character Jeffery Wigand takes all his belongings from his office in Brown and Williamson. He goes back to his wife and children and informs the wife that he was fired. Another actor Bergman gets a piece of anonymous luggage containing papers relating to Tobacco Company. The information refers him to Jeffry Wigand, but Wigand refuses even to talk to him on the phone. Bergman requests Wigand to meet at the hotel in Louisville. They agree to translate the document, but Wigand stresses not to mention anything else because of his privacy agreement. After leaving the hotel, Jeffrey and CEO Thomas Sandefur show at the meeting. Wigand is forced to sign the expanded privacy documents under threat. He is threatened of his severance pay being revoked and medical coverage terminated. Wigand relates the threats to their meeting with Bergman.
Bergman refuses to reveal anything to Brown and Williamson. Wigand tells Bergman about the seven CEOs of the big Tobacco forswearing themselves to the United States. This is because Congress was aware of the nicotine addictiveness. As a result, CEOs need to fear Wigand. Wigand was the one to blow the whistle. Bergman goes back to New York to discuss the cost Wigand would bring to the big Tobacco. A lawyer at the conference lamented that the confidentiality of Wigand inclusive of Tobaccos’ unlimited chequebook would claim his life. That Wigand should be given protection against Brown and Williamson if he accepts to do the interview.
Wigand leaves for a new house with his family and begins teaching at Louisville high school.
While sleeping, he is alarmed by his daughter. He discovers a fresh shoe mark in his garden and becomes fearful. He feels that Big Tobacco is after him. Wigand uncovers several incriminating incidences. Big Tobacco is asked to refund the state money used to treat victims of smoking-related diseases. Meanwhile, Wigand gets threat text on his email and also finds and an implanted bulletin mailbox. The threats prompt to report Wigand to FBI, who will confiscate his laptop for evidence. Wigand flies to New York and tape interviews with Wallace. He reveals that Brown and Williams of manipulating nicotine to increase the addictive of the users. That Brown and Williamson Company does not consider public health to get profit. While in Louisville, Wigand discovers that Bergman has given him security personnel. His wife lives under pressure and reports to Wigand. He travels to Mississippi, where he receives a warning order issued by Brown and Williams. He is threatened that if he testifies, he will be imprisoned. Despite the order, Wigand goes to court proves. This testimony raises a legal concept called tortious interference.
The confession of Wigand results in many issues where the two parties disagree on their business agreements. They suggest to edit the interview, Bergman disagrees the edited news would interrupt with the sale of CBS to Westinghouse. Wallace and Don Hewitt decide to modify the meeting and Bergman is left to air the unrestricted news. Big Tobacco hires a PR firm to conduct the editing. The firm is expected to dredge details. Wigand informs Bergman that Big Tobacco has altered and exaggerated many claims. They have convinced the news journalist from Street Journal to hold the story and wait for them to push the deadline. As a result of these administrative disagreements, Bergman is forced to go on vocation.
After a while, the interview is aired. Bergman calls Wigand, but he doesn’t respond. He calls the hotel manager who conducts Wigand. The manager notices Wigand, who is lost in the daytime dream alone in the hotel room. He is convinced to talk to Bergman; Wigand shouts at him on the phone, blaming him for luring him into trouble. But Bergman informs him that it was essential to the public. He calls him one of the few heroes that ever existed. Bergman goes ahead by contacting The New York Times and reveals all scandal that took place at 6o Minutes. The New York Times releases the scornful document that blames CBS of betraying the bequest of their valued journalist Edward R. Also, the Wall Street Journal forgives Wigand and uncovers his deposition in Mississippi condemning Big Tobacco edited interview. The 60 minutes lastly airs the whole interview with Wigand.
The themes that I have learnt from watching the movie are, the will of people cannot be overturned. There will rise people who will fight for the rights of the oppressed. Wigand stood and revealed the manipulation of Brown and Williams Company. The company management tried to press him so that he doesn’t tell the truth, but finally, the truth is revealed. Additionally, doing ills to the public does not exist forever, a day comes when everything is uncovered, and legal actions are taken, as the case of Brown and Williams.
*3) Demographic description for EACH main character.
3a) DEMOGRAPHIC DESCRIPTION
Jeffry Wigand
- His gender is male
- His age is unknown but appears to be between 30-40 years
- He is an American citizen
- Middle class, but he later upgrades because he shifts from where he was living to a better and affordable hose after getting a job as a high school teacher.
- His first place of residence is not revealed, but after being fired at Brown and Williams company, Wigand and his family shift to a better and affordable house in Louisville, where he begins working as a high school teacher. While processing the issues of confession, Wigand travels to New York. Finally, the last scene shows that Wigand lives in South Carolina.
- He is a Ph.D. holder because he is referred to us as a doctor.
- He is a Mississippi native
- Wigand is married to Liane, and they have two children. One of their children has acute asthma.
- Before beginning to work as a high school teacher at Louisville high school, where he teaches chemistry and Japanese, Wigand was working as a chemical engineer at Brown and Williams Company. He was fired because the company felt he was a threat to its behavior manipulating nicotine in their products to increase user addictiveness to make a profit.
- In the year 1996, Dor. Wigand won the Sallie Mae First Class Teacher of the year award. He received national recognition for his teaching skills.
- Wigand did not reveal any religion he followed, but from his actions, he seems to be a God-fearing man who always stands with the truth. He explicit characters of a religious affiliate.
Bergman
- The movie has not revealed his exact age. But he seems to be in late 40s ar early 50s
- His gender is male
- He is a Lebanon citizen
- The film has not mentioned if he ever married or not. Also, it has not shown if he has a child.
- His social income is middle to high class because he worked for as a militant escort producer before joining the teaching profession to teach the Graduate school of journalism at the University of California.
- His religion was unknown
- His education level is a Ph.D. holder because he teaches at the University Graduate school of Journalism.
- Bergman resides in Berkeley, California
- His life cycle experience is facing management fights at the CBS Company where he was working. We later sent on a forced vacation. He engaged many legal activities to help Wigand reveal the behavior of nicotine addictiveness by the Brown and William Company and the selling of CBS Company.
Mike Wallace
- His age has not been mentioned in the movie.
- His gender is male
- He is an American citizen
- The movie has not mentioned whether mike was once married or not, neither has it revealed if he ever had children
- Mikes income class is high because he works for a big media company as a journalist
- His religion was not known
- His education level has not been mentioned, but he seems to be a learned fellow because he works for a big firm
- His lifestyle has not been mentioned nor shown in the movie
- Psychographic/Personality description for EACH of the 3 main characters
*4a) Explain which motivation levels from Maslow’s Hierarchy of Needs that seem to be influencing the three main character(s) the most and reasons why Use a separate paragraph for each character.
Jeffry Wigand’s motivation is high fighting for the truth. He is a well-determined fellow. Despite the threats he received from the Big Tobacco, he still fought for what is right. Wigand was fired from the company because he was seen as a threat to what the company was doing. The Big Tobacco though firing Jeffry Wigand, will stop him from confessing the ills of the company. He is accepted to tape an interview acknowledging the ills of the company, which should be broadcasted. His family is threatened, which brings fear in him, but he still does not stop the fight. Moreover, Jeffry Wigand flies to New York and engages the interview where he confesses the evils Brown and Williams Company.
Though his evidence is threatened, manipulates and even edited to hide the truth, Wigand does not give up. His determination motivates Bergman to partake in his fight. Together they push the confession until it reaches the media despite the efforts of the Big Tobacco to destroy him. Wigand’s motivation is also seen in his new job, where he won the Sallie Mae First Class Teacher of the year and received national recognition. Concerning Maslow’s theory, Wigand fights for the health security of the public, especially in Mississippi, who are the main customers of Brown and Williams Tobacco Company. Wigand spends most of his time at school teaching his students, and when he is not at school, he always at home attending to his family.
Lowell Bergman’s motivation was belongings and truth. When the Bergman and Wallace meet the CBS management about the emergence of Tortious interference that rose from Wigand’s confession, they agree to edit the interview. However, Bergman disagrees with them. He claims that the CBS Company fears the prospect of a multi-billion dollar lawsuit may interrupt the sale of CBS to Westinghouse. Du to this, Lowell Bergman is forced to go on a vocation because he was standing with the truth. The company management continued with its plan to edit the interview. At the same time, Bergman joined Wigand to reinforce the airing of the original interview that revealed the actual truth about the company.
Mike Wallace’s motivation is in
*4b1) Explain how Freud’s theory or Karen Horney’s Neo-Freudian Theory reflects the three main characters in the movie.
Jeffry Wigand is reflected by the theory where he seems to partake in all the situations resulting around him. Immediately he is fired. Wigand goes to his wife and his children, and one is asthmatic. His involvement in all issues surrounding Brown and Williams results in the broadcasting of the company ills. He coordinates with Bergman and goes through hard times resulting from the confession he ore the public relating to Brown and Williams Tobacco Company. Additionally, he partakes with determination at schools where wins the award of being the Sallie Mae First Class Teacher of the year. He is also revealed in his recognition as the best teacher nationally. Finally, of all the mentioned main character, he is the only one with a family.
The theory also reflects Lowell Bergman as someone who is detached from others. One aspect that shows her detachment is that Lowell spent much of his at the beach and in the hotels. The movie has not revealed whether he had a family. When he was calling Jeffrey Wigand, he was at the beach in Louisville. Throughout the entire movie, he shows less interaction with other people.
The theory reveals Mike Wallace. He shows great need for material acquisition. He engages in illegal plans with Big Tobacco officials (ÖZÇELİK, 2017).
*4b2) – Assign one or two appropriate Archetypes to each of the 3 main characters and explain the reason why they apply to each character using p psychology theory of Archetypes characters.
Jeffrey Wigand
The archetypes of Jeffrey Wigand is determination. Through the entire movie, Wigand shows the character of commitment. He is determined to fighting the ills of the company he was working for. Despite the threats that Wigand receives to drop his confession, he still pushes on to perform the interview and uncover the evils of Brown and Williams Company. While at home sleeping, Wigand’s daughter wakes him up only to find a fresh show print in his garden. He becomes fearful, but he does not drop his urge for confession (Jung, 2014).
Additionally, Wigand is receiving threat messages from the Big Tobacco, and he even finds a bullet in his email box. All these threats are to warn him to stay away from the company. But since the company’s products affect the public, Wigand fights to reveal to the public. Wigand provides to the society the character of a real hero who always stands with the truth. He aimed at uncovering the company ills to the public by accepting the 60 minutes interview.
Lowell Bergman
The archetypes is standing for what is right and teamwork. Throughout the movie he has the zeal stand with what is right. At the meeting with CBS management and Mike Wallace, they decide to edit the interview to avoid multi-million dollar lawsuit from Westinghouse. Lowell Bergman disagrees with their decision claiming that it is not the truth. Following this disagreement he is forced to go for a vocation. While outside their office he collaborates with Wigand. They join their efforts to fight and uncover the ills of the Big Tobacco and CBS companies.
Mike Wallace.
Archetypes mike Wallace exhibits are betrayers and hypocrisy. Mike is the journalist who was supposed to interview Wigand on 60 minutes. But during their meeting with Lowell Bergman and the officials of CBS Company, he agrees with them to edit and manipulate with the claims of the interview by Jeffry Wigand. Instead of helping Bergman to stand for truth. He agrees to help the CBS management to conduct the manipulation of the interview recorded by Wigand to kill evidence.
RELATED HW 2
*4c) Explain the 3 main characters in the movie using Consumer Personality Trait Theory – in terms of at least 2 different consumer personality traits. Use a separate paragraph for each character.
Jeffry Wigand
The use of the Neo-personality inventory can measure the personality of this character. Wigand has emotional stability and rarely gets upset. He knows how to manage stress and had conditions. After he was fired, Wigand copes up with new life. It works hard to ensure survival for his family. He opened a new to earn a living after the company terminated his job because of truthfulness. He opens a new way at school, where he began teaching in a high school. He also exhibits Adopters process personality, where he formulates new teaching methods at school. By working there, he shifts his family to a better affordable house. He also wins the award of the best teacher of the year. According to (Fleeson & Jayawickreme, 2015).
Lowell Bergman
The personality of This character can be measured by the use of the Type Adopters process. He initiates proper methods in his mode of teaching at the university.
Mike Wallace
There is no personality of Mike Wallace exhibited in the movie that can be measured by the personality trait theory.
* 4D) Lifestyle of EACH main character
Jeffry Wigand
- When he was not at work, Wigand spent most of his time with his family taking care of his asthmatic child.
- When he wanted to tape the interview, Wigand travelled to New York where he spends some of his time
- While in New York he was always lonely in his hotel room daydreaming because of the troubles that were surrounding him. He was paranoid about the security of his family. The Big Tobacco was after silencing because of his decision of confession
- Sometimes he could join Lowell Bergman at the hotel to spent time and discuss the problem of the interview and confession
- He always attends to his students at Louisville high school, where he teaches chemistry and Japanese. His determination at school made him win the award of the teacher of the year.
Lowell Bergman
- The movie has not elaborated on the lifestyle of this character. However, he was seen at the beach when he was calling Jeffrey Wigand to inform him about the 60 minutes interview.
- However he would spend some of his time in hotels attending meetings with Wigand, CBS officials and Mike Wallace
- He also spends most of his time at his home in Berkeley, California
Mike Wallace
- Just like Lowell Bergman, the movie has not mentioned the significant social life of Mike Wallace
- However, Mike is a journalist, and for that reason, he spends most of his time conducting interviews
- He also attended meeting in hotels where he used to mete Lowell Bergman and the CBS officials
4d1) briefly explain how AIOS influence the 3 characters pp.242-243AIOS, p. Table Activities Interests & Opinions (examples)
Jeffry Wigand
The character is interested in helping and caring for other people. Wigand understands that nicotine added to the products of the company is easily absorbed in the lungs affecting the brain the central nervous system of the consumers; he initiates a fight to help stop the effect to the community. His proper teach g activities earn him an award of the best teacher of the year and national recognition. Wigand’s strong opinions about the company forced Brown and William to fire him. He could not collaborate with the evils that were being done in the company. That is why he fought until the 60 minutes interview is conducted and the truth broadcasted.
Lowell Bergman
Bergman is interested in teamwork. Bergman works together with Wigand and finally achieve their goals. He also works with other lecturers at the university. He initiates Mike Wallace in their fight against Big Tobacco, but mike betrays him.
Mike Wallace
His interest in wealth and materials makes him betray his friend Lowell Bergman. His greedy intrests makes him betray Lowell Bergman.
4d2) Identify one of the three types of Reference Groups and briefly explain how it influences the 3 characters.
Jeffry Wigand
He spends time with his family taking care of his asthmatic child. When he is not at home, he spends more time at school teaching chemistry and Japanese
He joins the teaching staff at Louisville high school where he wins the award of the best teacher and acquires a national recognition
Wigand falls under value expensive form of reference influence because he buys a new house for his family
He falls under the aspirational reference group because he likes caching his students in the class.
Lowell Bergman
He spends most of the time at his home at Blakeley when he is not at work
He becomes a member of the teacher staff at the University of California where he teaches in the Graduate School of journalism
Mike Wallace
Mike spends most of his time at work in the studios conducting interviews
He falls under group avoidance reference because he rarely interacts with his fellows and friends
5) MUSIC
Describe the music; is it part of the scene, or background music that only the audience hears? How does the music influence/or show the character’s behavior, feelings or thoughts?
The type of music that plays during the scene when Jeffrey Wigand is checking his mailbox only to find a bullet was a collaboration. The music on the background indicated the paranoid that was to be felt by Wigand. The music prepared the audience for a shocking incidence. The music helped him express his fear of being threatened. The music makes Wigand show the manipulation he had to lead himself him that was spreading to his beloved family.
Moreover, the music that played at the last scene brought the mood of happiness to both Lowell Bergman and Jeffrey Wigand, for they have received relief from their dangerous fight. The music indicates a mood of relief and relaxation. Wigand was now at peace that could no longer worry about the threats he was receiving. Lastly, the sound that was heard in the ending when Jeffrey Wigand was receiving his award. Additionally, the music that plays when Lowell Bergman is in the car travelling to the meeting symbolizes back lack. When he gets in the meeting and disagree with the Big Tobacco plan to edit the interview, he is sent to a vocation.
6) Products & Services Purchased, Used, or Disposed of
*6a) Description of all “products,” and “services” purchased and/or used by each character. Specify if it’s a purchase or other type of ‘acquisition’ (e.g. gift, barter/trade, etc) or just usage/consumption/disposal of the product or service.
Jeffry Wigand
- Calls made to him by Lowell Bergman while at home and at the hotel
- The services provided to him while in the hotel room
- The package is given to him by Lowell Bergman
- He purchased a newer and more affordable house form his family
- The award he received for being the Sallie Mae First Class Teacher of the year
- He received recognition in the entire nation
Lowell Bergman
- The package he received from the tobacco company official Philip Morris
- He received phone calls from Jeffrey Wigand
Mike Wallace
- The call Wallace gets from Lowell Bergman requesting to meet at the hotel
- The tape of an interview of Jeffrey Wigand that was to be edited to manipulate evidence
6b) what is the significance of one of the key products or services (if of any importance) to the story/scene?
- The new house Jeffrey Wigand purchased for his family indicated the love he has for his family
- The services he received at the hotel were as a result of the paid bill from Wigand
- The phone calls were just foe the communication between Jeffrey Wigand and Lowell Bergman
- The package Lowell received from Philip Morris contained documents related to Tobacco Company
- The Mae First Class Teacher of the year award as a result of his hard work at school, where he taught chemistry and Japanese.
*7a) SACRED versus PROFANE CONSUMPTION
*7a) Explain what consumption behavior (Products – for example, eating food, using cars, using grooming tools such as hair brushes – they don’t have to show brands; or spending time with People or visiting certain Places or going to certain Events ) is Sacred (special) and what is Profane (everyday) for each of the 3 main characters and the reasons why
Jeffry Wigand
- Profane – going back home to his family
- Profane – teaching chemistry and Japanese
- Sacred place – his home which near the school where he teaches
- Sacred event – attending the confession interview with Mike Wallace
- Sacred event – attending the awarding ceremony
- Sacred – attending the 60 minutes interview in the studio with mike Wallace
Lowell Bergman
- Profane – going to his home at Blakeley
- Sacred event – attending a meeting with Mike Wallace and the CBS officials
Mike Wallace
- Profane – conducting interviews in the studio and broadcasting events
- Sacred place –the interview room where he spends most of his time
*7b) Pick two of the products, people, places or events you described in question 7a which are sacred and profane. Explain how each of the two examples are related to at least one of the four types of Role Theory relationships consumers have with products (e.g. self-concept, interdependent, love or nostalgic).
According to (Leminen et al, 2015), the four role theory relationships are the theory of reasoned action, created by Martin Fishbein Icek Ajzen (1960). The theory analyses the importance of attitude the formulation of decisions. Consumers work on behavior basing on their intention. Whenever a consumer chooses a particular action, he or she has an equal expectation. Wigand chooses to spend most of his time at school because he expects to earn good results as well as a salary for upkeep. The second theory is the EKB model, which is an expansion of the reasoned action theory. It states that consumers, before making decisions, they make purchase basing of rational understanding. The third and fourth theories are the motivation need which relates to Wigand acquiring a new home for safety. Bergman spends most of his time alone in the hotel for self-actualization and the Hawkins Stern impulse buying theory.
**7c) How can you explain the type and meaning of “Possessions” to each of the 3 main characters in the movie as it related to the Possessions and Extended Self in the article?
Provide 1 or 2 quotes and page #s from the Possessions article by Belk to support your answer. (8 points)
Jeffry Wigand
According to Kelly, people need to be culturally sensitive with their possession. The differences that exist in society accounts for many mistakes that people when trying to communicate things through their possession. How people may describe themselves most of the time is affected by culture. Some describe themselves in terms of careers, some speak of their homes and what they own, while others begin narrating their families. In the movie, this character describes himself with his career. On need not to ask what kind of a teacher he is because his CV has been pronounced nationwide. His identity has evolved over time from the beginning of the movie until the end when he is pronounced a hero. He began as a company worker, working as a chemical engineer in Brown and Williams Company. Later he changes his career to a high school teacher where he wins the award of the best teacher of the year.
Lowell Bergman
As reviewed by Russell, in his research, he has suggested that control is a critical determinant for someone feeling of possession. He hierarchically arranges human possessiveness starting with someone’s body, one’s personal space, foods, someone home, sex partner, children fiends and belongings of aesthetic appeal. This character shows great concern for his friend Wigand who was under constant threat from Big Tobacco. The feeling of Wigand’s security becomes part of him, and he strives to ensure Wigand and his family are safe.
Mike Wallace
Russell Kelly reviews that one cannot understand consumer behavior with first internalizing the attachments consumers have to possessions. People attach possessions as part of themselves. In explaining the sense of possession, the article includes the peoples’ places, group possessions as well as the vital body organs. It gives a metaphor to explain possession, and oneself that possession comprises not only what is seen but ‘me’ but also was is seen as ‘mine.’ Material possession resulted in his character losing himself to side with the wrong people. This character loses himself because of group gains. At the meeting with Bergman and CBS officials, mike agrees to plan and edit the interview because of the profit that could gain.
*7d) Explain how you could relate the meaning of the technology in the movie back to the article emailed to you on “Possessions & the Extended Self”… by Belk.
The article narrates how people carry out themselves on the media. People display their feelings, opinions, needs through photos, written information using social media. In the case of Wigand, the media was an essential means for Wigand to share his information with the public. The media has also been expressed through the constant communication between Jeffrey Wigand and Lowell Bergman. Lowell frequently contacted Wigand to inform him about the progress of their case and requesting him to confess. The media is also used to threaten Wigand. Big Tobacco used the media to send the threats using the media, so the information is not revealed to the public. When Jeffrey Wigand is being interviewed at the last scene, the confession is aired all over the media, and everybody learns the story behind Brown and William company profits. Technology and media are an important need in the current life, as expressed in the movie. It has influenced the healthy life of the people.
**7e) Explain how you could relate the meaning of one or more of the “technology paradoxes” in Table 1 (on page 126 in the article emailed to you on “Technology Paradoxes” by Mick and Fournier) to the characters in the movie. (5 points)
Technology has an impact in the movie. Mobile phones are used to link various characters in the movie. Wigand and Bergman communicate by use of mobile phones when they are away from each other. The airing of the true confession of Jeffrey Wigand is done over the media.
8) TRANSFORMATIONS & SELF-IMAGE
**8) Please explain why or why not the main characters transform their self-concept from real self to an ideal self-image, looking-glass self, digital self-image, or other type of self-image. Use a separate paragraph for each character. (3 points)
Jeffry Wigand
He transformed his profession from being a company working to a teacher of chemistry and Japanese at Louisville high school. The transformation was geared by the need to provide for his family. He was forced to look for alternative earning to cater to the needs of his family. Also, Wigand’s mood was transformed from being low and feeling paranoid and being happy after he managed to take down his antagonists. Wigand gains a happy feeling also when he wins the Sallie Mae First Class Teacher of the year award.
Lowell Bergman
Lowell transforms by adopting a new job as a lecturer at the Graduate School of Journalism at the University of Berkeley, California. This was after he was sent for a vocation by the CBS company management. Additionally, Bergman becomes over-emotional when he disagreed with the CBS manager in the meeting when they decide to edit the interview. They send him on a forced vacation because of his stand. Also, Bergman becomes fearful for Wigand and his family because of the confidential Wigand was holding and decides to send then security. However, in the end, Lowell gains a happy mood.
Mike Wallace
Mike transformed by realizing the gains that he would acquire from the CBS sale. He turns against Lowell Bergman and decides to back the company officials to edit the interviews so as they can kill evidence.
9) Cultural values, Trends, Social Class, Reference Groups
**9a) Pick 2 or 3 key cultural American core values and trends that are related to the 3 key characters and key points in the movie’s story and explain why – what is your rationale for the choices from these choices below?
Jeffry Wigand
Spirituality because he was a real believer from his character, Wigand was able to win all his battles. His belief and determination made his family and Lowell Bergman believe in him and call him a hero, among few.
Responsible because he took good care of his family. Immediately he was fired, he went direct to his family. He went to help take care of his children, whose one was asthmatic. Also, Wigand proves his family with a new affordable house immediately; he gets his new job.
Truthful because all the story in the movie relates to Wigand zeal to reveal the ills of the Brown and Williams Company. Fights until the truth is revealed to the public.
Hardworking. This value is portrayed at school where Wigand works as a teacher (Coolen, 2012). He wins the Sallie Mae First Class Teacher of the award. Also, due to his work, Wigand receives national recognition.
Lowell Bergman
Caring because he provided security to Jeffrey Wigand and his family when he felt that they were under threat.
Truthful. He disagrees with the CBS officials to edit the interview. The company officials wanted to edit the interview taped by Wigand to kill evidence. But because of the truthful character of Bergman, he disagrees and stands with the truth.
Mike Wallace
Hypocrisy value is seen when he turns against Lowell Bergman at the meeting after he decided to support the CBS officials to edit the interview to kill and manipulating evidence.
*9b). 250-251 Table 7.7 Pick 1 or 2 Instrumental Values and 1 or 2 Terminal Values and explain how they relate to each of the 3 main characters.
(4 points)
Jeffry Wigand
Instrument value being able to achieve his objectives. He is capable of fighting tirelessly until the end. He worked on the truth with was being hidden in the company. Despite the efforts of the company management to silence him, he fights until the same truth reaches the public. Wigand ends up achieving what he was determined to do.
Lowell Bergman
Instrument value being focused and straight forward. The sticks to his principle of being truthful and joins Wigand to fight for the public by revealing the ills of the Big Tobacco.
Mike Wallace
Instrument value betrayal. Mike Wallace betrayed the public which trusted him to be their eye. He collaborates with CBS officials to manipulate the interview and kill evidence.
**9c) See p. 528-529 – Pick one of Hofstede’s Dimensions of National Culture (e.g. Power distance, Individualism, Masculinity, Uncertainty avoidance, Long-term orientation, or Indulgence versus Restraint) – and explain how it relates to each of the 3 main characters.
(5 points)
Jeffry Wigand
Individualism, he likes working alone and does not share much of the information and issues with people. While at the hotel, he was alone daydreaming and was willing to speak to anybody, including Bergman Lowell.
Lowell Bergman
He possesses the indulgence character, and he likes having fun. When calling Wigand, he was at the beach. He portrays the feature of the natural man.
Mike Wallace
Low uncertainty avoidance, because he refuses to stand for the truth because of materials, gains that he was to achieve by helping the CBS officials manipulate the evidence taped by Jeffrey Wigand.
10) HEROISM & STEREOTYPES
*10a) See p. 192 in the book. What type of goals do the 3 main characteristics have?
Communal goals
Jeffry Wigand
His character demonstrates togetherness because he unites the society by teaching the students from the community. His objective is achieved when he wins the award of being g the best teacher and being recognized nationwide. He also affiliates with Lowell Bergman to fight the Big tobacco company was adding nicotine in cigarettes to increase addictiveness in customers without considering the health of the community. His heroic character is also transformed to his learners at Louiseville high school.
Lowell Bergman
He is assertive in his mental and physical character. He persuades Jeffrey Wigand to go ahead and confess the truth when he was paranoid. He pushes him to keep on with his zeal that he is a hero.
Mike Wallace
He possesses a goal because he collaborates with the CBO officials to plan and edit the interview, which was taped by Jeffrey Wigand to manipulate evidence.
10b) Do the main characters’ heroic qualities match the gender stereotypes described below? Explain how and why.
Nurturing
Jeffry Wigand
Yes, the characters match gender stereotypes. Wigand being a man, takes good care of his family. He ensures he has provided basic needs. Wigand buys his family a new hose where they live. Additionally, he stands as a man to protect his family from the Big Tobaccos threats.
Lowell Bergman
He builds Jeffrey Wigand until he becomes a hero. When Wigand was being threatened, he almost gave up with his zeal because of fear. Bu Bergman pushed him to continue with his plan to confess the evils of the company.
Mike Wallace
He leads interviews at their media station. Also, he supports the CBS officials to plan and edit the meeting even their plan latter fails.
10c) who are the characters that reflect non-heroic qualities of pride, blood-thirstiness, hatred, selfishness, evil goals, vengeance on innocent, exploitation of weak, distorted perspective? (1 point)
Jeffry Wigand
His character displays non-heroic quality when he becomes paranoid about then threats from the Big Tobacco and accuses Lowell Bergman of manipulating him. In the hotel room, the hotel manager finds him alone daydreaming. This shows fear, which is not a heroic character. He shouts at Bergman on the phone when he calls him while in the hotel.
Lowell Bergman
He is a coward. He fails to show clearly that he is against Big Tobacco, but instead, he uses Jeffry Wigand to fight the company.
Mike Wallace
He demonstrates non-heroic features, especially when he decides to turn against Lowell Bergman at the meeting by supporting the CBS officials to edit the interview.
Reference
ÖZÇELİK, A. D. Ö. (2017). EXPLANATION AND UNDERSTANDING OF HUMAN AGGRESSION: FREUDIAN PSYCHOANALYTICAL ANALYSIS, FROMM’S NEO-FREUDIAN PERSPECTIVE AND BANDURA’S SOCIAL LEARNING THEORY.
Jung, C. G. (2014). Four archetypes. Routledge.
Fleeson, W., & Jayawickreme, E. (2015). Whole trait theory. Journal of research in personality, 56, 82-92.
Coolen, P. R. (2012). Cultural relevance in end-of-life care. Ethno Med.
Leminen, S., Nyström, A. G., & Westerlund, M. (2015). A typology of creative consumers in living labs. Journal of Engineering and Technology Management, 37, 6-20.