Arthur Asa Berger

This book is about the never-ending need we have to make choices. If you think about it, we have to decide what time to wake up every morning, what to wear (unless we need to wear a uniform), what to have for breakfast (if we eat breakfast), lunch and dinner (and if we eat in restaurants, what to order), and our need to make all kinds of other choices all day long. Some of our choices are mundane, like what to have for breakfast (if we eat breakfast): to have coffee or tea (and if so, plain or with milk), cereal, toast or a bagel (and if so, what kind: plain, with poppy seeds, with everything) or a sweet roll, eggs (if so, fried, soft boiled, scrambled), and so on. Most of the choices we make are not important, and we often develop habits to relieve us of having to think about our choices. For example, I have the same thing for breakfast every day: a bowl of oatmeal with chia seeds and flax seeds, hot milk, a cup of espresso coffee with hot milk, and half a bagel with butter. Occasionally, I have a soft-boiled egg, as well. But other choices we have to make are life-changing, such as how to live (single, living with a partner, or getting married), what kind of education to get, what kind of job or profession to choose, where to live and what kind of house to buy (if you can afford a house), whom to vote for, and so on. After reading this book, you will better understand the role that the choices we make play in society and culture and in our everyday lives.

Taste is an enigmatic topic. We recognize that taste plays an important role in our life in that everything we buy and many things we do are governed by our sense of taste. But what exactly is taste? How do we get our sense of taste and how does it affect our everyday lives? Does it evolve as we grow older or is it a constant in our lives? Is it affected by all the “influencers” to whom we are exposed as we watch TikTok and commercials, or do influencers merely spark some kind of inner sense of taste that was with us all the time? Is our taste based on our social and economic status or something else? What role do income and cost have in determining what we choose to buy? What role do the qualities of what we buy and the choices we make shape our decisions? Is taste based on logical thinking about things we wish to do or buy upon emotions we have generated by things like identification, status, or cultural imperatives? Taste always involves some element of choice, because if there is no choice, taste is irrelevant or moot. But what are the determinants when we compare things to buy or get or do when we have choices to make? This book takes its point of departure from the work of the French sociologist Pierre Bourdieu, whose book 'Distinction' is considered a classic work of sociological analysis. The topics dealt with are shown in the table of contents below. The book is distinctive in that it offers discussions of four methodologies/theories used in discussing taste: semiotics, psychoanalytic theory, sociological theory and Marxist theory and then applies these theories in the second part of the book to a variety of topics involving taste, such as yogurt, dogs, the singer Celine Dion, ocean cruises, brands, smartphones, men’s facial hair, and so on. Readers of the book will learn four methodologies they can use in analyzing taste and see how these methodologies were applied.

How do people turn out the way they do? How do they “arrive” at themselves and attain an identity? How are our identities affected by our birth order, our hair color, how tall or short we are, our intelligence, our occupation, our race, our religion, our nationality, the socio-economic level of our parents (or our being raised in a single-parent family), where we are born and where we grow up, the language we learn, the way we use language, our fashion tastes, our gender, our education, our psychological makeup, chance experiences we have, the people we marry (if we marry), and countless other factors? There are numerous matters to consider when dealing with identity, which, as Nigel Denis, the author of 'Cards of Identity', reminds us, “is the answer to everything.” 'Searching for a Self' takes a deep dive into the question of identity formation from various perspectives; it is written in a reader-friendly accessible style and makes use of insightful quotations from seminal thinkers who have dealt with the topic. Split into two parts, the first “Theories of Identity,” offers evaluations of identity from semioticians, psychologists, sociologists and Marxists while the second, “Applications,” offers case studies on topics such as Russian identity, Donald Trump’s identity, fashion and identity, LGBTQIA+ identity, Orthodox Jewish identity, elite university education and identity, tattoos and identity, travel and identity, and politics and identity. Covering a wide array of subject areas, this book will be a valuable resource for undergraduate students taking courses in identity, sociology, psychology, cultural studies, and other related fields.

It is the age-old saying that “laughter is the best medicine”. Scientific research has substantiated the claim made by this proverb by verifying the positive effects it has on both our mind and body, but what is it about a good joke, comic, or sitcom that makes us laugh? Humor, Psyche and Society is a compilation of Berger’s previously published articles and new chapters on the nature of humour, its importance for our psyches, and its social and political significance. Written in an accessible style, it uses semiotics, psychoanalytic theory, sociological theory, as well as other theories of humour to explore the multifaceted nature of humour, various styles of jokes and sitcoms. Using Berger’s typology of forty-five techniques found in all forms of humour, developed to explain what makes us laugh, this book analyses a variety of humorous texts. Balancing theory, entertaining jokes and other humorous texts, as well as the author’s illustrations, the chapters in this book delve into a diverse range of topics such as humour and the creative process, humour and health, and visual humour; along with an examination of the sitcoms Frasier and Cheers; and finally, the exploration of jokes including Jewish jokes, and jokes on Russia and Communism, and Trump. This book will be of particular interest to university students studying courses in humour, comedy, popular culture, applied semiotics, American politics and culture, and cultural studies. Due to the accessible nature of this book, the general public may find it to be both a fascinating and entertaining read.