Madonna' s Erotica album Part I: Your task is to identify, describe and evaluate the significant rhetorical strategies from The list of Redding and Steele American values. These should be represente

Communication Arts 131: Introduction to Mass Media A Partial List of Values Underlying American Popular Culture Edward Steele and Charles Redding. “The American Value System: Premises for Persuasion.” Western Speech , 26 (1977), 169 -175. Puritan and Pion eer Morality: Americans like to see the world in moral terms (good or bad, ethical or unethical). This view of the world was mainly taken from the religion of the Puritans and supported by the American frontier experience. Americans believ e in competitio n but also cooperate to achieve mutually desired goals; for example, through clubs, unions, etc. The ideal American does not cheat or lie and practices that which he/she preaches. Value of the Individual: Every person is valued as an autonomous, unique, decision -making personality, worthy of concern and possessing intrinsic dignity. Private and government policy are supposed to help forward the individual’s happiness and welf are. Achievement and Success: Occupational achievement has become a measure of personal merit. Usually the greatest success is that achieved in business; yet the wealth accumulated must be used for the general good. Failure has often been associated with p ersonal inadequacy. Change and Progress: Human nature can be improved and so ciety is moving to a better way of life. Nothing is impossible. Change has become a value in itself. Ethical Equality: All individuals are spiritually equal in the sight of God regardless of their wealth. All people have an opportunity for personal ach ievement and status. Americans believe in the principle of equal rights before the law. Equality of Opportunity: Although America is not yet the land of equality of condition (people are not all equally wealthy), Americans accept the belief that no matte r what his/her place of birth, a person can rise in the economic and social system. Free education is a means of helping people rise. Effort and Optimism: Work is a way of realizing God’s grace. No problem is too big or too complicated. Americans are a lways busy; even when relaxing. Efficiency, Practicality and Pragmatism: Americans believe in getting things done in the most efficient way. People must have broad practical experience and an ability to solve problems as they arise. Abstract thinking an d long -range planning are left to dreamers and intellectuals. Rejection of Authority: Americans feel a deep hatred of restraints by social organizations and personal authorities. They believe in “freedom from” these things. Americans believe in freedom of choice but respect the rights of others. They think of rights rather than duties. Government should not be allowed to interfere with the free enterprise system. Science and Secular Rationality: Americans believe in an ordered universe that can allow for control and prediction. The people “can continually improve both themselves and their external conditions.” Sociality: People with outgoing, friendly personalities have been rewarded in American society. There is a fear of being alone. Americans fe ar being “taken” by smooth talkers. Material Comfort: Americans believe that a high standard of living means happiness. Material comforts create an unlimited desire for more. Quantification: Americans think in terms of bigness. Size becomes good; big c ars, big bombs, etc. Quantity is really stressed over quality. External Conformity: Americans desire to please in order to be accepted in a group. Humor: American humor is equalitarian in nature. By poking fun at oneself, boss, or others, Americans try to put everyone on the same level. Generosity and Considerateness: Americans are genuine humanitarians, especially materially. Americans have the missionary spirit in trying to bring the world God’s benevolence as manifested in American economic, politi cal, and social institutions. Patriotism: Americans are loyal to traditions and values. They have a willingness to be good citizens, to be proud of the U.S. – to defend it from external aggression. The Value of the Family: The family is the center of l earning, strength, and acceptance.