Popular Mechanics: A Mass Media Review

Thesis:

Popular Mechanics is an exciting and influential magazine dedicated to science and technology. First published in 1902, it was purchased by the Hearst Corporation in 1958. Popular mechanics is dedicated to providing informational articles regarding automotive, home, how-to, outdoors, science, and technology.

Triune Brain:

Neo-cortex: Popular Mechanics is a magazine in print, requiring the neo-cortex to comprehend.

Reptilian: Some of the articles in Popular Mechanics are about dangerous or deadly objects or events. These articles affects the readers reptilian brain, creating a fight or flight response.


8 Shifts:

Epistemological shift: There are many articles and many related pictures in popular mechanics. As a result, the reader is constantly shifting from word to image.

Technological shift: First printed in 1902, Popular Mechanics has shifted from analog and is available online.

Aesthetic shift: Once only available in print, Popular Mechanics online uses text, pictures, video, links and allows viewers to comment on articles.

5 Facts:

Popular Mechanics features the latest articles about technology, science and automotive advancements.




7 Principles:

Reality construction: Day to day, we as people don’t see a lot of advanced technology or scientific breakthroughs. However, Popular Mechanics creates the reality that we live in a very technologically advanced society.

Emotional transfer: Many of the articles and advertisements in Popular Mechanics involve a “do it yourself” attitude, along with a sense of rugged masculinity.


Persuasive techniques:

Simple solutions: Articles offer an “easy fix” to certain problems. Although those reasons may be very complex, the idea or tools used to fix the problem are easy to understand.

Plain Folks: Appeal to the do-it-yourself attitude through how-to articles and ads.


Repetition: November 2010 issue discusses pick-up trucks, and there are many pages with pictures of pick-up trucks.

Beautiful people: Ads feature stunning women or handsome and rugged men.

Strength: Articles allow one to gain strength by learning and performing tasks on one’s own.