Abstract: Pan-entertainment refers to all subject matters which are presented as entertainment shows, including politics, education, religion and other fields which shouldn’t have been entertaining. With the development of technology and information globalization, pan-entertainment becomes an inevitable social problem which we face today. In America, mainstream culture has been substituted by mass media culture. This social problem has inspired more and more scholars to focus on the study. This paper is to study the concrete manifestation of the pan-entertainment in American presidential campaign advertisements and its anti-positive effects on the candidate, the voter and the media with the application of Frankfurt School Critical Theory of Mass Culture. It aims at helping English learners to understand American political culture, and further to promote intercultural communication.
Keywords：Pan-entertainment American Presidential Campaign Ads Concrete Manifestation Anti-positive Effects Frankfurt School Critical Theory of Mass Culture
摘要：泛娱乐化指的是所有本不该娱乐的事物被娱乐，包括政治、教育、宗教等等。随着科技的发展和信息全球化， 在现在泛娱乐化成为一个我们无法避免的社会问题。 在美国，主流文化已经被大众传媒文化所取代。而这个社会问题也变得越来越明显，并激励了越来越多的学者对泛娱乐化的研究。本文力求从美国总统竞选广告中来研究泛娱乐化的具体体现，并应用法兰克福学派的大众文化批判理论来分别研究其对候选人、投票人和媒体的负面影响。总统竞选泛娱乐化的学习有利于帮助英语学习者了解美国政治文化并促进跨文化交际的学习。
关键字：泛娱乐化 美国总统竞选广告 具体体现 负面影响 法兰克福学派的大众文化批判理论
America is a typical capitalism country, in which money and personal interests are especially maximized. In such a society, people especially who live in lower class have endured countless pressures: employment problems, marital problems, their children’s education and so on. What they are longing for is democracy and security. American presidential election is a gathering to exercise people’s democracy rights which is held every 4 years. People actively take part in American presidential campaign. They are not voting for president, but voting for a leader who can serve the public. In America, there are three parties involved in American presidential campaign: the candidate, the voter and the media. They are indispensable in the triangle relationship. However, with the appearance of pan-entertainment in American presidential campaign, it weakens people’s passion towards election and democratic rights.
Pan-entertainment was first mentioned by Neil Postman in the 20th century. Even though it is a new phenomenon, it has penetrated in all public life including politics, religion, education and journalism. With the development of technology and information globalization, it becomes an inevitable social problem which we face today. In America, mass media culture has taken place of mainstream culture. This social problem is so obvious that it inspires more and more scholars to focus on the study. Pan-entertainment is the object of study in this paper, and this paper is to analyze the concrete manifestation and anti-positive effects of pan-entertainment in American presidential campaign ads on the candidate, the voter and the media based on the Frankfurt School Critical Theory of Mass Culture to It aims at helping English learners to understand American political culture, and promote intercultural communication.
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