Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University. He wrote his PhD dissertation on the comic strip Li'l Abner, and is the author of more than 100 articles and 80 books on popular culture, media studies, semiotics, humor, consumer culture, and tourism. His recent publications include Perspectives on Everyday Life: A Cross Disciplinary Analysis (2018), Shopper's Paradise: /Retail Stores and American Consumer Culture (2019), and Humor, Psyche and Society: A Socio-Semiotic Analysis (2020). His books have been translated into nine languages and he has lectured at more than 20 universities, including institutions in Iran, China, Vietnam, Italy, Germany, Argentina, and Brazil. He was a Fulbright scholar in Italy in 1963-64 and was a Fulbright Senior Specialist in Germany, Belarus, and Argentina in recent years.