Consuming American baseball
INTRODUCTION
The United States is a consumer based economy whereby the standard of living index derives predominately from the purchase of consumer goods. Based off data retrieved from Federal Reserve Bank, over two-thirds of the entire US economy is consumer expenditures. We can determine by this data that a lot can be derived by disecting what and why American's decide to purchase. Much of American identity and experience comes from decisions made at the checkout counter. The invisible hand of American purchase behavior can be understood as describing what American's find as important to them, what they view as in their best interest, and more or less what it means to be an American. Through the lens of consumption we can use consumer goods to examine how American's self-identify. What will discover is how tropes such as American exceptionalism, manifest destiny, and "the American Dream" are tied to purchasing behavior and acculturation in one product in particular, the game of baseball. Symbols of the American flag are used in popular culture in representation of the sport. By examination you can find nothing more "American" then baseball...but why is this the case?
Known throughout as America’s favorite pastime, images siphoned from the American baseball mythos are used by consumer goods manufacturers and producers of innumerable products in an effort to usurp baseball’s well-established American patriotism and cultural tradition in a variety of ways. Prevailing themes harken a pastoral America, one of rural farm communities and the countryside. Other dominating concepts are those of "American exceptionalism" whereby products tied to baseball are innately superior due to them being "American". One must wonder, however, how baseball became so inherently tied with the American experience. How and why does baseball pull from American canon in the marketing of its related products both direct and indirectly? In essence, how does the consumption of established "baseball goods" acculturize participants into a unique American experience and cultural identity? As I intend to deconstruct below, we can see from the marketing machine of the 20th century how the sport of American baseball is used to codify Americanism, traits unique to that of the United States and/or its citizens. As we will see, baseball is especially American and "you can be too!", as they would say, by purchasing a pair of Rawling's gloves to play catch with your son, buying some "Big League Chew" flavored gum, or by listening to Jon Fogerty's famous hit-song "Centerfield".
The United States is a consumer based economy whereby the standard of living index derives predominately from the purchase of consumer goods. Based off data retrieved from Federal Reserve Bank, over two-thirds of the entire US economy is consumer expenditures. We can determine by this data that a lot can be derived by disecting what and why American's decide to purchase. Much of American identity and experience comes from decisions made at the checkout counter. The invisible hand of American purchase behavior can be understood as describing what American's find as important to them, what they view as in their best interest, and more or less what it means to be an American. Through the lens of consumption we can use consumer goods to examine how American's self-identify. What will discover is how tropes such as American exceptionalism, manifest destiny, and "the American Dream" are tied to purchasing behavior and acculturation in one product in particular, the game of baseball. Symbols of the American flag are used in popular culture in representation of the sport. By examination you can find nothing more "American" then baseball...but why is this the case?
Known throughout as America’s favorite pastime, images siphoned from the American baseball mythos are used by consumer goods manufacturers and producers of innumerable products in an effort to usurp baseball’s well-established American patriotism and cultural tradition in a variety of ways. Prevailing themes harken a pastoral America, one of rural farm communities and the countryside. Other dominating concepts are those of "American exceptionalism" whereby products tied to baseball are innately superior due to them being "American". One must wonder, however, how baseball became so inherently tied with the American experience. How and why does baseball pull from American canon in the marketing of its related products both direct and indirectly? In essence, how does the consumption of established "baseball goods" acculturize participants into a unique American experience and cultural identity? As I intend to deconstruct below, we can see from the marketing machine of the 20th century how the sport of American baseball is used to codify Americanism, traits unique to that of the United States and/or its citizens. As we will see, baseball is especially American and "you can be too!", as they would say, by purchasing a pair of Rawling's gloves to play catch with your son, buying some "Big League Chew" flavored gum, or by listening to Jon Fogerty's famous hit-song "Centerfield".
COMMERCIALS
Just as Chevrolet tied their product to the rise in western expansion and national pride with Dinah Shore’s rendition of “See the USA in your Chevrolet”, the company later marketed their vehicles as America’s favorite car with their 1975 commercial “Baseball, Hotdogs, Apple Pie and Chevrolet.” The words to the advertisement’s catchy tune triumph American traditions alongside baseball as they are marketed to be one in the same. The inclusion of American baseball signifies how indirectly the purchase of a Chevy car is just as American as playing the sport of baseball. Being American, or acculturizing to the American experience, can be defined by baseball. In this commercial, for example, Chevrolet uses "the American Dream" and racial, generational experiences to sell their car as "the American car".
Just as Chevrolet tied their product to the rise in western expansion and national pride with Dinah Shore’s rendition of “See the USA in your Chevrolet”, the company later marketed their vehicles as America’s favorite car with their 1975 commercial “Baseball, Hotdogs, Apple Pie and Chevrolet.” The words to the advertisement’s catchy tune triumph American traditions alongside baseball as they are marketed to be one in the same. The inclusion of American baseball signifies how indirectly the purchase of a Chevy car is just as American as playing the sport of baseball. Being American, or acculturizing to the American experience, can be defined by baseball. In this commercial, for example, Chevrolet uses "the American Dream" and racial, generational experiences to sell their car as "the American car".
“In the years that I’ve been living a lot of things are sure to change. A lot of things have come and gone, some even came back again. But through all the many changes, something’s aren’t as sure, you know now a mighty fine feeling kinda’ makes me feel secure. Cuz’ I’ve got baseball, hotdogs, apple pie and Chevrolet. They go together in the good ol’ USA”
The commercial opens up with the pastoral imagery of an old American barn emblazoned with a giant painted Chevrolet logo and car with the subtext to "try it, buy it!". America has long been associated as a strong farming culture ever since the Puritans founded colonies on the east-coast. For most of American history, and especially in colonial America, over ninety percent of citizens were farmers. Some would argue that rural America is the true America. The American Civil War is in some ways an argument between the rural plantation communities of the southern states against the urbanites of the developing north. Chevrolet plays upon this notion of tying their brand with the American experience and soon after does such with their inclusion of American baseball.
Later in the commercial we see an elderly gentleman stepping up to bat and also umpiring a youth baseball game among roaring excitement. The game is seen as generational, played by Americans of the past and the present. By purchasing a Chevy vehicle you are, in the views represented therein, participating in this longstanding history of being an American.
As represented in the commercial, baseball often precedes national American political movements whereby the sport can be looked to as the pulse of the nation, an idea as to where the country is heading. Chevrolet’s commercial debuts just a few decades after Jackie Robinson broke baseball’s color barrier and only ten years after the US Civil Rights Act of 1964. Even though African-Americans are presented in the commercial in the segment freaturing a black family at a chapel, the argument can be made for African-Americans being under-represented as in this minute long commercial their share of onscreen presence sits at only six seconds with the rest being highly Anglo-European’s. This is highly reflective of the periodized American culture of the time.
The emphasis upon the aforementioned symbols of American racial diversity stands alongside those of self-empowerment by showing people purchasing hotdogs at an assumed owner operated mom-and-pop food stand. By purchasing a Chevrolet you are assumed to be aiding the American continuation of small business owners and by proxy "the American Dream".
When taken as a whole, the Chevrolet commercial helps identify how Americans use their purchasing power to represent what they find to be American traditions, products, and experiences. Baseball is used as an example of American culture. As the lyrics display, over the years things may change but baseball will always be tied to what it means to be an American. Predominately white, sole-proprietors, family-oriented, rural, and lovers of baseball.
The commercial opens up with the pastoral imagery of an old American barn emblazoned with a giant painted Chevrolet logo and car with the subtext to "try it, buy it!". America has long been associated as a strong farming culture ever since the Puritans founded colonies on the east-coast. For most of American history, and especially in colonial America, over ninety percent of citizens were farmers. Some would argue that rural America is the true America. The American Civil War is in some ways an argument between the rural plantation communities of the southern states against the urbanites of the developing north. Chevrolet plays upon this notion of tying their brand with the American experience and soon after does such with their inclusion of American baseball.
Later in the commercial we see an elderly gentleman stepping up to bat and also umpiring a youth baseball game among roaring excitement. The game is seen as generational, played by Americans of the past and the present. By purchasing a Chevy vehicle you are, in the views represented therein, participating in this longstanding history of being an American.
As represented in the commercial, baseball often precedes national American political movements whereby the sport can be looked to as the pulse of the nation, an idea as to where the country is heading. Chevrolet’s commercial debuts just a few decades after Jackie Robinson broke baseball’s color barrier and only ten years after the US Civil Rights Act of 1964. Even though African-Americans are presented in the commercial in the segment freaturing a black family at a chapel, the argument can be made for African-Americans being under-represented as in this minute long commercial their share of onscreen presence sits at only six seconds with the rest being highly Anglo-European’s. This is highly reflective of the periodized American culture of the time.
The emphasis upon the aforementioned symbols of American racial diversity stands alongside those of self-empowerment by showing people purchasing hotdogs at an assumed owner operated mom-and-pop food stand. By purchasing a Chevrolet you are assumed to be aiding the American continuation of small business owners and by proxy "the American Dream".
When taken as a whole, the Chevrolet commercial helps identify how Americans use their purchasing power to represent what they find to be American traditions, products, and experiences. Baseball is used as an example of American culture. As the lyrics display, over the years things may change but baseball will always be tied to what it means to be an American. Predominately white, sole-proprietors, family-oriented, rural, and lovers of baseball.
PRODUCTS
Campaigns market baseball as the consumption of American identity. Baseball players are known to chew gum, eat sunflower seeds, and chew tobacco. Baseball and tobacco go hand-in-hand. One would surmise from the following advertisement by "Red Man" chewing tobacco that by consuming more of their product you are in effect becoming more American.
Campaigns market baseball as the consumption of American identity. Baseball players are known to chew gum, eat sunflower seeds, and chew tobacco. Baseball and tobacco go hand-in-hand. One would surmise from the following advertisement by "Red Man" chewing tobacco that by consuming more of their product you are in effect becoming more American.
The company markets their product with the image of homerun champion Johnny Mize as their poster-boy hailing the slogan “America’s Best Chew”. Mize is important as having a hit forty-three homeruns for the St. Louis Cardinals in 1940, a record which stood for nearly sixty years until Mark McGwire hit seventy in 1998. He is also important as being relatable to the American public having a white complexion and almost simlarly puritanical suggestive roots. America is, on the majority, a white nation per the US Census bureau statistics and their choice of Johnny Mize reflects this stat. His blue cap among the red and white backdrop also draws its colors from the American flag. "Red Man" is using highly American imagery alongside that of baseball to help conclude to its audience that its product is just as American as baseball. This notion is further enhanced by "Red Man's" inclusion of Native-American imagery.
Alongside the anglo Johnny Mize stands the brand itself, "Red Man" chewing tobacco. The tobacco company is using Native-American imagery to support that its product is somehow connected to United States historical past. It is suggested that by chewing their tobacco over the competition you are having an authentic American experience much like those of the natives of the country. An American in the purest form, the natives, would prefer "Red Man" over any other brand.
POSTERS
In a country building a new self-identity, Americans have linked the heroism of American patriots as Thomas Jefferson and Abraham Lincoln with that of their baseball heroes like Joe DiMaggio and Mark McGwire. Instead of being merely world athletes, baseball players are seen as “Great Americans”. Take for example this poster of Mark McGwire available on Check Out My Cards, a baseball memorabilia website.
Mark McGwire is sitting inside a star similar to that upon the American flag. Again the colors of red, white, and blue are used to tie patriotism into the consumption of baseball. By placing the poster of Mark McGwire upon your wall you are not only signifying your adoration for the homerun champion, who in 1998 hit 70 homeruns to break the all-time record for most homeruns in a single season, you are also taking part in a shared American experience. He is American, and idolizing McGwire is championing America. His achievements embark notions of American exceptionalism, that his greatness is tied to him being American.
WORKS CITED
"1952 Johnny Mize Red Man Chew Ad "My Steady Chew..."" The Real BSmile. BSmile, n.d. Web. 09 Dec. 2013. <http://therealbsmile.tumblr.com/post/25159603889/1952-johnny-mize-red-man-chew-ad-my-steady-chew>.
"Baseball-Reference.com - MLB Stats, Standings, Scores, History." Baseball-Reference.com. N.p., n.d. Web. 09 Dec. 2013. <http://www.baseball-reference.com/>.
"Census Bureau Homepage." Census Bureau Homepage. N.p., n.d. Web. 09 Dec. 2013. <http://www.census.gov/>.
Chevrolet. "1975 Chevy TV Ad: Baseball, Hotdogs, Apple Pie & Chevrolet." YouTube. N.p., 19 Sept. 2011. Web. 09 Dec. 2013.<http://www.youtube.com/watch?v=yYXfdnhh2Mo>.
"COMC.com." Check Out My Cards, Comics & Collectibles. N.p., n.d. Web. 09 Dec. 2013. <http://www.comc.com/>.
"Personal Consumption Expenditures over Gross Domestic Product." St. Louis Federal Reserve. Office of Economic Research, 01 Feb. 2013. Web. 09 Dec. 2013. http://research.stlouisfed.org/fred2/graph/?g=hh3.