mainstream / the word is of American origin and means the public, the dominant popular / he can have a connotation positive / culture the term can mean mainstream culture for all negative or within the meaning of hegemonic culture
mainstream film is a film that targets a wide audience, a mainstream media mass media, he wants to be mainstream means that he wants please everyone
and mainstream product is a product that sells massively
fréréric martel analysis through 1200 interviews in 30 countries for 5 years and 400 pages, the world-wide strategies to those who are trying to build the culture that appeals to everyone, worldwide, for now
each of us has already lost its innocence on "creation" of American films for over twenty years, built around three criteria: age / plus or minus 25 years, gender / male or Women and the color / white or "non-white" / it is from these categories that the target audience of the film is determined, the ideal of to produce a "four-quadrant movie," the film that potential audience for women and men over 25 years or less, and the riskier the film may not appeal only to girls under 25 years all studies showing that they follow the boys to see action films, while boys do not follow them to see movies "girls"
marketing campaigns, distribution networks, calendars based on religious festivals and vacation, "focus groups" to test the film during editing, speaking time, music time, time for action and emotion are times when installed, and counted calibrated to obtain a "feel-good movie, a film that feels like the viewer to feel good, and the maximum impact mainstream
the mainstream culture is through 3 women in the U.S. media Pauline Kael, Tina Brown and Oprah Winfrey, installation of personal responsibility, wellness, positive thinking, health, good harmony of the couple, home decor, recipes such as thematic essential for their supports and interventions, giving voice equally at michael jackson and Bill Clinton talking about his personal life as stars, the rappers, police officers, heads of foreign states or to the "girl next door", the local girl, unknown
everywhere in the world today, China, India, Brazil, Cameroon and Egypt until, Oprah Winfrey has become the model for leaders who imitate television, and today is one of the women's best known and richest states united, and the only black billionaire American
the mainstream design, this could be the title of the exhibition currently using, in Paris, which hosts each year as the digest of 18 schools Design in France, from Paris to Reims and reindeer Orleans
the surprise and the general interest of this exhibition is that 90% of the parts is shown in wood / benches, desks, tables, shelves / wooden unpainted undyed, polished and polite
wood is the ideal first response of mainstream 2010s, the face of global environmental insecure /
everyone is "reassured by the wood": easy access, retrieval and unconstrained Cooking, flexibility, nobility and familiarity of the material, even if each of us knows the reluctance against the illegal timber pillaged in tropical forests, carbon exorbitant expenses necessary for the transport of exotic woods and end of life impossible for wooden furniture when they are stuck with non-recyclable materials
but this is not the only
response and if the mainstream design, design that pleases everybody, is the path most effective design to give his voice, his recognition and market share, all materials and all the materials, the aluminum, porcelain, glass, textiles, water, sound are available to us, mutants and accessible
each apartment every dream home at the same time Ikea kitchen cupboards, still unmatched to this day, and a console Hervé Van der Straeten in his driveway / 2 are all design
design European ones has 3 advantages / European demography that grows and creates many potential design enthusiasts, its stories, the camp escurial cloth of gold, the Parthenon and bed brita pitcher ended the Breton fiat, and its creators contemporary avignon Aix, Basel, Zurich, London, Milan, Pavillon de l'Arsenal in Paris and in all the galleries that host
the mainstream European design is design that pleases everyone, taking account of all everyone, its origins in Brittany, his respect for German thoroughness, his passion for Italy and its connections, 24 hours on 24, with the cultures of the world
/ Tal Lancman and Maurizio Galante / cushion stepmother 14 rue d'Antin Paris France 2 / interware@wanadoo.fr
/ exhibition design schools 2010 through 33 avenue daumesnil France paris 12 until August 29
/ mainstream / Frédéric Martel / Flammarion / 22.50 EUR
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