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Repositioning the American Dream

Repositioning the American Dream

Every year, students of the Master's of Branding program at the School of Visual Arts undergo a six-week thesis project tackling topics that concern present issues in culture, government, trends, and society. This year, all the thesis groups repositioned the American Dream through different lenses: Technology, Immigration, Commerce, Capitalism, and the Pursuit of Happiness. 

My team and I repositioned the American Dream through the lens of commerce:

  • Commerce in America has been ruthlessly driven by corporations, regulated by the government. 
  • The tension between corporations and the government existed since the birth of America.
  • After WW2, America has been driven by commerce and consumerism (except for the 70's), with the whole American culture becoming obsessed with producing and buying products.
  • After decades of media exposure revealing unethical procedures in manufacturing and the supply chain process, the act of producing and consuming need to change for ethical and environmental reasons.
  •  We are are producing more products and spending more, fueling the economy. However, methods of production and needs to change for a better world, a better America.

We delved into the idea of whether corporations could be profitable with the means to do 'good' for the society, environment, and ultimately the world as a whole and came up with an ambitious, innovation solution.

Our thesis presentation was presented at the SVA Theatre on July 11th, 2017 in front of 150+ people. The thesis was also streamed live on Youtube and the Dieline with over 2,000 views.

The thesis presentation can be viewed below.