Article: What Your Car Says About You.
In this article on Forbes.com, it mentioned that our car tells others more about us than we think. For example in USA, Honda owners are usually technology savvy and practical, whereas 13% of Chevy owners do not use the internet. Apart from these more common automobiles, the article also mentioned the character and type of people who owns a Mini, Bentley and Rolls-Royce.
Though, the same statistics may not be true in Singapore, the reason and choice of vehicle is similar. It is no secret that Japanese car are the top choice in Singapore - just look at the amount of Toyota, Nissan and Honda on our streets - but luxury European cars like Mercedes, BMW and Audi not only act as just a vehicle, but also showcase the wealth and lifestyle of the owner. This is needless to say for the more exclusive English brands such as the Bentley and Rolls-Royce.
Why then do we have the impression that European car owners are always affluent? Or that the owner of a certain brand of car would possess certain characteristics?
The media hegemony theory suggests that the media is responsible for such misconception.
All car companies would try to identify themselves with a target audience group, be it the masses or the more affluent crowd, by using various marketing strategy such as advertising in media publication. In turn, the media would help these car companies promote their brands or products by portraying their client's product and brand in a very positive light, as it benefits both parties in many ways. This shows that the media usually represent the views of powerful elites, or in this case, rich companies.
On a side note, I would like to thank all those who have given me their insightful comments for
my weekly entry in this blog. =)
it is very true that singaporeans might be going after more expensive cars. just take a look here:
ReplyDeletehttp://sg.news.yahoo.com/cna/20091024/tap-537-supercar-rentals-singapore-231650b.html
the singapore F1 race have definitely played a part in shaping up this industry. =) just food for thought!
I guess its true to a certain extent that the media is reponsible for such misconception. But locals in singapore tend to use this to their advantage when purchasing a car. For instance, a young lad who is rather sensitive about his impression to others, might get a FERRARI(By working multiple jobs) even he couldnt afford it. Well, I believe there are quite a few people who are "RICH" just by looking at the number of luxury cars parked in our school!
ReplyDeleteIt is true that cars have became a symbol of wealth in Singapore whereby many youngster especially will own cars to showcase their wealth. It is more common to see cars with loud 'Vroom Vroom' to get people attention too. However I feel that this should not be the case as it beats the main purpose of having a car which is just simply bringing a subject from point A to point B.
ReplyDeleteBenjamin Yap: thanks for your comments.
ReplyDeleteInteresting article you posted there. Yup, the F1 night race in Singapore probably fueled our passion for luxury cars. But I believe that the media plays a huge part in this as well to shape our thoughts. But it's not anything bad too because that's the primary purpose of media too I guess.
Kester: thanks for your comments.
ReplyDeleteThat is a very good point you mentioned. Many firms or people make use of such belief to their own benefits. Just like how many top management executive or bosses would choose to drive a Mercedes over a Toyota, so as to show that they are doing well in their careers. People also tend to have more confidence in them or their company after seeing that they can afford more luxurious cars.
Haha, but it's true that there are many rich kids in our school. A dizzying display of luxury cars.
CZJ: thanks for your comments.
ReplyDeleteI agree that cars have become a status symbol in our society. Therefore, it is no longer just a vehicle for convenience. People buy cars for many different reasons and no one reason is more 'correct' than the other. If you can afford it, why not get a fancy ride? As long as we don't go out of our way just to get an expensive car we cannot afford, I believe buying a car is a personal choice.
Indeed media has significant impacts on our lives. Be it the traditional analogue media like Television, radio, or what is commonly known as the "New" digital media, the internet, users are largely influence by what media portrays something and how it is portrayed. Simply because information, in which is what we use to formulate our views is propagated through media channels to the masses. The media is definitely responsible for shaping our perception. But to what extend is it going to influence us got to depend on how trusted the source of information is. Usually traditional media like newspapers will have more crediblity. But i am not too sure about media usually representing the views of powerful elites. I feel that media brings out the minorities. It is the way media operates. To bring attention to things that people are less likely to know, and make it really big. That is provided there is no censorship. So in my opinion, it is the value of information that matters to media firms, not necessary just whatever powerful elites say.
ReplyDeleteHey Chris, Gerald Here. (frm sch)
ReplyDeleteI feel that it is not only the view that Singaporean have about Europeans that have luxuries cars that actually makes Singaporeans think that Europeans are more affluent than us. The fact of the matter is that there are many other factors that actuallly affect this viewpoint. Firstly for example, car prices in Singapore are way higher than in european countries and are not always proportionate over the range of brands. Secondly, there are such things such as minimum wage laws in certain European countries which helps them attain luxury cars more easily than Singaporeans where there is not minimum wage in our country.
I also feel that the media has created stereotypes in our minds about people who drive certain cars. I feel that we have come a long way from a car getting a person from one place to another to a car is a status symbol thanks to the media. I feel that this really affects society and is detrimental to what is realy necessary. We are blinded so much by greed and climbing of the ladder that we lose our minds over things that never meant to be as complicated as they are in this day and age.
Mass media certainly exerts an influence on people's perception of luxury products. We seem to be able to elevate our social status as we climb the rungs of the ladder, simply by associating ourselves with a luxury brand.
ReplyDeleteOf course, there are other media campaigns to suit different niches of people - the environmentally conscious, the design factor, the mileage-obsessed. "Save the world; go hybrid" is probably enough to cement a green-fanatic's decision to get a hybrid-fueled automobile.
Lenon: thanks for your comments.
ReplyDeleteI agree with you that people's opinions are easily influenced by the media. However I have to disagree with you that the media prefers to portray view of the minorities. Yes, they may feature such stories about the minorities every now and then, acting as an inspiring story for the masses. But most of the time, traditional media would still represent the views of influential groups in society or the government. This is very much true in Singapore, not only because it benefits them to portray the view of the majority in order to maintain their circulation, but also because they need to in order to keep their license.
Gerald: thanks for your comments.
ReplyDeleteThere is no doubt that the prices of cars in Singapore are way more expensive than many other countries, especially when we have sky high COE prices.
However, we can't deny the fact the the media has come a long way in shaping our perception about car brands and characteristics of their owners. Though some may argue that we're very materialistic and eager to climb the social/corporate ladder, I believe it is precisely such beliefs that urge us to work harder in order to achieve what we want.
You-G: thanks for your comments.
ReplyDeleteI agree with you that media plays a very important part in deciding what we should or need to get in order to attain certain lifestyle or become a part of an elite group in the society.
As I mentioned in my entry, identifying one's brand with a targeted group of consumers is of utmost importance if one wants to create brand loyalty.
For example, why are so many people using the iPhone? Is it good? Yes. Is it attractive? Certainly. Is it the best one can get in the market for that range? I don't think so.
But it doesn't matter. It's not just an a phone, it's an iPod. This is the best proof of a brilliant marketing strategy
The media certainly does influence and warp our perceptions. Their messages get incorporated into our subconcious whether we like it or not. Cars in Singapore actually go for more than they are sold for in European countries. Therefore, generally people would think that you are more affluent if you had a car. Even better, a European car or some expensive brand.
ReplyDeleteWhile people like to say that a car can tell you about it's owner, I seriously beg to differ. It only tells you that the person can afford a car, comfortable or not. Characteristics go deeper than metallic paint and make.
Audrey: thanks for your comments.
ReplyDeleteI do agree with you that it's not possible to judge one's character or lifestyle choices solely based on his or her choice of vehicle. But still, even though many of us know this fact, I believe that people are still very quick to judge. Perhaps not one's character, but definitely one's portrayed image. If we know that a car does not showcase real affluence or talent or ability, why then do many top management executives choose to drive luxury European cars instead of a more practical Japanese model?
oh the wonders of marketing. by associating their brands with a certain status, car makers elevate their brand's perceived value and hence demand that higher price, which justifies their status!
ReplyDeleteeverything is about consistency in marketing. so, no.. the media isnt responsible, its the marketers ;)
What the media says basically reflects what the Senior Editor perceives as appropriate to publish, because it's "politically correct".
ReplyDeleteIn the corporate world, a MALE individual's level of success is usually determined by the car he drives, his briefcase, as well as the way he dresses himself.
Successful businessmen dress like a businessman, NOT body-hugging long-sleeved shirts, slim-fit pants, low-cut dresses that exposes the cleavage. For more information on dress-codes, please approach a professional Image Consultant.
Usually they drive to work in at least 2.4L cars.
Now, Toyota, Nissan, Honda, Kia, Mitsubishi, or Hyundai, these are for people who are merely sustaining, or perhaps reached a bottleneck of their career and cannot breakthrough anymore. The really successful ones often drive (alternate between 2 or more personally owned cars) Mercedes 300 series, BMW 700 series, Jaguars, sports cars worth at least S$ 300k. They may either drive their own cars, or hire a personal chaffeur for an average of $3k a month. Limousines are for the Ultra High Net Worth individuals who have assets of more than US$30 million, and they pay others to drive; they don't do the driving. And for your info, their cars are usually paid in a single amount using cheques or cash, they do not believe in taking loans or signing credit cards.
Most people's mindset is "I must scrimp & save up more." Their mindset, however, is "If I need to spend more, I'll just find ways to earn more, so as to cover the extra expenses."
For successful FEMALE individuals, the first thing that people would notice is their dressing, then the document bags that they carry. Louis Vuitton has always been the top choice due to it's excellent workmanship and durable stitching. And these are often bought from LV boutiques in Paris, France because the latest & limited-edition designs usually do not arrive in Singapore at the time when they're launched. Same goes for their shoes.
Successful female individuals mainly also drive Mercedes, BMW, both sedans & sports series. Their main image lies mainly in their fashion dress sense, cars are secondary.
Maybe schools have taught us "not to judge the book by the cover", let us leave that to the academics who are forever buried in their world of theories, algorithms, and hypotheses, and come back to the REAL world. Imagine if you're going to pay someone to handle millions of dollars of your company's money.
Would you trust someone who arrives in his Toyota Corolla, or someone who walks out of his BMW 700 series?
Xiu: thanks for your comments.
ReplyDeleteI do agree that the marketers have a huge role to play when it comes to creating an image for their brand. However, I have to disagree with you as I believe the media plays a vital role in shaping our perception of such advertising campaigns and also the whole idea of cars being a symbol of social status.
Jovin: thanks for your comments.
ReplyDeleteIndeed a very thorough analysis on the topic. Apart from real talent and capabilities, the image we portray is essential in the corporate world, if one intends to climb the ladder in a fast and steady manner. Such perception is very much deeply rooted in our society, whether or not we choose to acknowledge it, and the media can be held accountable for such beliefs.
The man in the BMW is mots probably richer than the one in the Toyota, but is he definitely more capable? Not always.
Yes, media is very influential in the way people perceive things. If media portrays the inappropriate or incorrect information, this will be quite disastrous for the world. However, it also depends on the individuals to try to distinguish what the media feeds the country, then decide whether they should accept the information.
ReplyDeletecharlene: thanks for your comments.
ReplyDeleteI believe most people in our society knows the difference between fabricated stories and the truth. In this aspect, it is not hard to decide what to believe from the media. However, I feel that the power of the media lies mostly in its subtle influence in our views on many subjects. We are constantly being exposed to the media and there is almost no escape from it, thus, its influence on our views is pretty substantial.
Hey chris, thats how media and money works man. As communication students this is exactly why we learn all these to prevent manipulation from the media. However sadly, most people do not see it the same way we are.
ReplyDeletethen again, having the awareness now, i totally can relate myself to Carl's junior paris hilton ad. VERY SAUCY and SEXY. It shouts me, BOOMZ!
J
Hey hey, Gerald here.
ReplyDeleteLike what most people say, it is about the image. For those in business and sale especially. They need to convince people that they are good at what they are doing (hence able to afford the car), and gaining more customers after. The majority of Singaporeans are middle class, so the only way to seem better, would be the looks. I think it's not just about the cars as well. The outfit, the watch, the shoes, the belt. All these would probably be related to the type of car chosen as well. No point driving a Mercedes if you're gonna step out of it wearing G2000, Casio, D&C, and belts with mismatched colour. (No offense to anyone out there. I do like these brands)
I don't think it's entirely the media's fault. I think we shape the image as much as they shape us. So once an entire group of people from a certain class starts it, it sticks. It's quite a self-fulfilling prophecy I guess. Media just helps enforces the image/stereotype.
J: thanks for your comments.
ReplyDeleteYes, being aware of how the media works does make us more skeptical of things that we see in the media. I believe this is something very important. I don't think that majority of the public listens and absorb passively whatever the media publishes, as most of us should have a mind of our own. Just like how if the media was to tell us "Orange is the new Black". Would we all believe it immediately without hesistation? I doubt so.
But the power of media lies in its ability to shape many of our goals and lifestyle choices, and sometimes we may not even be aware of it.
Gerald: thanks for your comments.
ReplyDeleteI agree with what you mentioned about how the influence is a mutual affair between us and the media. Certainly the media does not dictate everything about how or what we should like or do. Most of the time, it supports the opinions of a powerful group of elites as I mentioned in my entry, as the media would benefit greatly by doing so. Just think about all the lucrative advertising fees they earn from those companies eager to establish their brands in the market.
Its true that cars have become something representative of a person's worth. It is saddening to see the increasing number of young people having their aims in life set on purchasing the faster and more stylish car. Has our society deteriotate to such a extent that material wealth represents how much a person is worth? Perhaps yes.
ReplyDeleteHey hey, Trevor here, I definitely agree that the mass media is dangerously effective in implanting ideas (including stereotypes and opinions) into our minds. Whether it is the newspaper, magazine, television, radio or the internet, once we read, see and hear something, we will be influenced by it and it will stick in our heads till kingdom come. The effects of mass media are further amplified by the public itself, when there is an information cascade through the word of mouth, very powerful indeed. For example, using the car example, how do people even know in the first place, that people driving this particular brand of cars are rich? This should be because we have read about it or heard from somewhere before, of the price of the car and the prestige of the brand. I don’t think anyone can deny it, but once we see a Mercedes or a BMW on the road, deep down we already have the fixed image and opinion of the driver being well to do, whether we want to think about it or not, try to remember how you got that picture...
ReplyDeleteI’m sceptical about how true it is that you can tell personality just from the car they drive, but if it is in conjunction with how rich they are and the reason for buying the car (provided you know), then some things can definitely be construed from their personality. I mean come on, if someone owns a Ferrari, he certainly is rich and very willing to spend money. It could be that he wants to show off (thus showing how proud this person is), or could be because it is his dream car. If someone is driving a Kia Picanto, we can’t say for sure that he is poor; it might just be because he finds no worth in buying a car that loses its value very rapidly over 10 years. It really all depends on everything, there’s no fixed opinion or truth at all.
So the mass media is really a great great source of information for all of us, but it really is our responsibility to pick and choose wisely on what to assimilate and what to throw out, think very carefully about the full situation. Like before buying a car, be down to earth, ask yourself some questions, how rich are you?, what is a car to you?, do you know what really entails after buying a car?...So never forget the power of mass media, it can make you ridiculously famous overnight (think Susan Boyle) or it can turn you to utter trash overnight as well...
True, human beings are superficial. Because our five senses are the first to judge things around us. The sixth sense - our heart, takes a relatively longer time.
ReplyDeleteBlame mass media? Why not blame ourselves for being too easily manipulated and misguided.
Mainstream media is getting less interesting. Hence more niche groups are sprouting in every area of the globe.
I agree that the kind of car a person drives is a strong indication of his social and financial status in many people's opinions. This has hence become a business tactic of car companies to exploit the minds of potential buyers. I believe it is not necessary to drive an expensive car, as i would rather invest in buildings and lands which don't get run down as frequently as an automobile.
ReplyDeleteHello saucy sister.
ReplyDeleteI think that having a car is important. I mean, who wants to take a 40mins ride to school on public transport when driving is only 10mins? Pretty dumb right?
Of course tt is my perspective because now i have no financial background nothing. Cars will be cars.
I agree that the kind of car that one buys will reflect the person's character to some extend.It may be for the brand or the outward appearance or fuel efficiency. But whether he/she surfs the net or not....I do not agree that they kind of car they choose can reflect such accurate details.
Hey verysaucy! I think the reason why European cars = affluent is because they are a symbol of status. and status can only be achieved by have a selective distribution. that's why there's more honda cars etc, simply because it is the practical choice and target market of the company compared to that exclusive group who can afford luxuries.
ReplyDeleteAnonymous: thank you for your comments.
ReplyDeleteI won't deny that in our modern society, people tend to judge one another's wealth by various objects one possesses and a car is certainly one of the more obvious ones. But I don't feel that it is necessarily a bad thing. In every era and place, man have been known to use different objects to symbolize their status and wealth. Car is just the chosen object of our times. It may serve to encourage people to work hard and achieve their goals, or sometimes, what our society deems as successful.
Trevor: thanks for your comments.
ReplyDeleteI agree with you that we are very easily persuaded or affected by knowledge we acquire from the media, especially when it's from traditional media sources such as newspaper, which is deemed to be more accurate in its information.
Though I do not think that one's car can tell us all about his or her character, it certainly gives light to certain aspects of it.
I'm quite sure someone who owns a flashing red Ferrari isn't very much a thrifty or shy person. Yes, one can argue otherwise but those are probably just a small number of exceptions. Everything that one chooses to own or show the world, such as clothings or house, ultimately gives us some details about his or her character and more so, lifestyle.
Ad: thanks for your comments.
ReplyDeleteInteresting point you mentioned there about main stream media being boring. I believe it is a constant change with regard to this. As more people flock to the more niche media, it will soon become the main stream and other newer groups and ideas will soon surface and the cycle goes on.
CheekieManiac: thanks for your comments.
ReplyDeleteBusinesses making use of such perception the masses have on cars in relation to one's ability is very common nowadays. Even though you may not belong to those who choose to use cars as a form of status symbol, I believe you have other ways of doing that, probably with the ownership of properties. This is also mostly influenced by the media and it works in the same way as having expensive cars to show one's social status.
Personally, I feel that unless one is uber-rich, the logic to selecting a vehicle for convenience is to buy the cheapest one that one's ego allows.
YenLing: thank you for your comments.
ReplyDeleteHaha... your example sounds very familiar. You referring to me?
Yes indeed, why would anyone want to take a bus if there is the available option of driving. But such reasoning is mostly subjected to many other factors, mostly financial.
As mentioned earlier too, I believe that the type of car one chooses gives others information about him or her. Though it can be considered as a sweeping statement in some circumstances, I believe it still reflects a part of one's character. However, the extend to which it reflects one's character varies for different individual.
Nina: thank you for your comments.
ReplyDeleteVery good point you mentioned. The price of the car is no longer the only factor that determines its owner's social status. Exclusivity is probably more important in our society today. Who wants something that every other person can afford and lay their hands on right? You don't want to be just like Jane or Tom on the street right?
This is probably why a Mercedes car owner ten years ago is deemed more affluent than one who owns it now. Though it is still very much considered expensive, it is no longer as exclusive as it used to be and this our views on this is very much affected by the media.
We want to be special. We want things that others don't have.
Actually, I do think the article is believable to some extent. People buy the cars that draws them. The cars are designed to draw in a particular kind of crowd. So, the car a person owns does speak something about who the person is.
ReplyDeleteclouds: thanks for your comments.
ReplyDeleteYes I agree with you. Though one's car may not accurately showcase everything about one's personality, it does give some light on the type of lifestyle one chooses to have or portray.