Measuring Social Values: A Content Analysis of Sunday Comics and Underground Comix

@inproceedings{Spiggle1986MeasuringSV,
  title={Measuring Social Values: A Content Analysis of Sunday Comics and Underground Comix},
  author={Susan Spiggle},
  year={1986}
}
This research seeks to document the social distribution of materialism as a value in American society by content-analyzing character and commercial symbols in Sunday comic strips and underground comix books. Unexpectedly, underground comix showed more concern with and more positive portrayal of materialism and more endorsement of wealth and material comfort as goals. The findings indicate the pervasiveness of a consumer culture in the mid-twentieth century and suggest that the baby boom… CONTINUE READING