A general overview of culture, pop culture, fads, trends, and zeitgeist in the media. Includes a quick look at the top five global brands. Created for education in media studies.
A general overview of culture, pop culture, fads, trends, and zeitgeist in the media. Includes a quick look at the top five global brands. Created for education in media studies.
Culture Jonathan R. Wynn, University of MassacOllieShoresna
Culture
Jonathan R. Wynn, University of Massachusetts
Amherst
Culture
Page 2
Culture
J O N A T H A N R . W Y N N , U N I V E R S I T Y O F M A S S A C H U S E T T S
A M H E R S T
WHAT IS CULTURE?
M aterial cu ltu re v s. sy m b olic cu ltu re
H igh cu ltu re v s. p op u lar cu ltu re
C u ltu re as v alu es vs. cu ltu re as a way of life
CULTURE IS A CYCLE
The rom antic im a ge of an a rtist
H ow is cu ltu re p rod u ced ?
C on su m in g c u ltu re
Su b cu ltu res
HOW CULTURE WORKS
H ow cu ltu re creates in eq u alities
H ow cu ltu re creates g rou p s an d b ou n d aries
THE CULTURE JAM
C u ltu re jam as a m ix
C u ltu re jam as a problem
C u ltu re jam as a solu tion
Culture
Page 3
INTRODUCTION
£ How does music help us understand the complexity of culture?
You close your eyes and feel the music. Your head bobs up and down. You see the color of the lights
through your eyelids.
Are you close to the stage, with bodies and sweat pressed to your shoulders, or do you hang back? Do
you feel a connection with the strangers around you? With the band? What kind of music is it? Do the lyrics
reflect your experiences or do they transport you into another perspective? Where are you? A packed
underground club? A stadium? Or a library cubicle, listening on Beats headphones?
Music is a powerful force in our lives. It is also a multibillion-dollar industry, with organizational and
technological changes that shape how music is made and experienced. Music is just one kind of culture,
shaping our views of the world, connecting people near and far.
What kind of music is this crowd listening to? (Source)
We humans produce far more than what we need for mere survival. Our intellect allows for
expansive creativity, self-reflection, and communication. We transform our living environment. We share
Culture
Page 4
ideas and values. Culture, broadly, is everything we make and consume—including our ideas, attitudes,
traditions, and practices—beyond that bare necessity. Music may very well be one of the earliest forms of
culture humanity produced.
“Culture” is one of the most difficult words for a sociologist to use. Sociological research on culture
varies, but most work is committed to the idea that the symbolic and expressive aspects to social life—the
beliefs and values we hold, as well as the practices and activities we engage in—are worth examination.
Thinking in this way, burritos and Beyoncé, athleisure and college athletics, juggalos and graffiti all uncover
great sociological questions.
Opening this chapter with a few questions about how you experience music illustrates how we can
begin to think about culture from a sociological perspective. Émile Durkheim allows us to think about how
much of social life works via culture: he notes that symbols (material or immaterial objects that groups affix
meaning to), deployed thr ...
1 P o p u l a r C u l t u r e a n d M e d i a POPU.docxcroftsshanon
1 | P o p u l a r C u l t u r e a n d M e d i a
POPULAR CULTURE AND MEDIA
Learning Outcomes
At the end of this chapter you will be able to do the following.
Define popular culture.
Identify the three major theoretical views on popular culture: Functionalist,
Critical and Interpretation.
Define Interpretive Communities.
Define Class distinction.
Evaluate claims for Authenticity.
Define the 'Sleeper Curve.'
Define mass media.
Apply theories of media to US society.
Describe how perpetual discontent is used by advertisers.
Describe editorial strategies used by the media.
WHAT IS POPULAR CULTURE?
The idea of popular culture is one that is undoubtedly very familiar to you. You
probably consume lots of media content in the form of music, tv, movies and the
internet. The sociologically fascinating part about this is the ubiquity (that is, it is
everywhere) of the mass media and our popular culture. Everywhere you turn you
will find ads, billboards, clothing, screens of various sizes to rest your eyes on. But
how often have you critically analyzed this omnipresent socializing force in your
life? What meanings do people attribute to popular culture? What are the patterns
to these interpretations? What effect does this powerful institution serve? These
are some of the topics we’ll discuss below. But as we do, think about your favorite
artist or TV show or movie and see how the concepts we’ll go over help explain its
appeal to you.
So, to start, we’ll need a working definition of popular culture. Popular culture
refers to the aesthetic products created and sold by profit-seeking firms operating in
the global entertainment market.1 You’ll notice from this definition that culture itself
is designed to be sold and consumed for profit globally. This is why summer
blockbusters like Battleship or the latest Transformers movie follow predictable
formats that often involve clearly defined enemies (good versus evil; human versus
alien, etc.), minimal dialogue (for instance Arnold Schwarzenegger as the terminator
only utters 147 words in Terminator), and lots of explosions, fights and car chases.
Movies designed this way will attract the largest audiences possible because the
content has been simplified and translates easier to any language for the overseas
markets. One thing to remember when thinking about popular culture: it is
ultimately (despite how we as audiences might perceive and consume it) designed
to make money. To make the most money possible means to make the sure-fire hit,
the blockbuster film with uncontroversial content. The end result of which is a
2 | P o p u l a r C u l t u r e a n d M e d i a
predictable and standardized formulaic product (this by the way is true of most
popular culture content, not just movies).
HOW WE MAKE SENSE OF POPULAR CULTURE: THEORIES
There are usually two components to the study of any popular cultur.
1 P o p u l a r C u l t u r e a n d M e d i a POPU.docxjeremylockett77
1 | P o p u l a r C u l t u r e a n d M e d i a
POPULAR CULTURE AND MEDIA
Learning Outcomes
At the end of this chapter you will be able to do the following.
Define popular culture.
Identify the three major theoretical views on popular culture: Functionalist,
Critical and Interpretation.
Define Interpretive Communities.
Define Class distinction.
Evaluate claims for Authenticity.
Define the 'Sleeper Curve.'
Define mass media.
Apply theories of media to US society.
Describe how perpetual discontent is used by advertisers.
Describe editorial strategies used by the media.
WHAT IS POPULAR CULTURE?
The idea of popular culture is one that is undoubtedly very familiar to you. You
probably consume lots of media content in the form of music, tv, movies and the
internet. The sociologically fascinating part about this is the ubiquity (that is, it is
everywhere) of the mass media and our popular culture. Everywhere you turn you
will find ads, billboards, clothing, screens of various sizes to rest your eyes on. But
how often have you critically analyzed this omnipresent socializing force in your
life? What meanings do people attribute to popular culture? What are the patterns
to these interpretations? What effect does this powerful institution serve? These
are some of the topics we’ll discuss below. But as we do, think about your favorite
artist or TV show or movie and see how the concepts we’ll go over help explain its
appeal to you.
So, to start, we’ll need a working definition of popular culture. Popular culture
refers to the aesthetic products created and sold by profit-seeking firms operating in
the global entertainment market.1 You’ll notice from this definition that culture itself
is designed to be sold and consumed for profit globally. This is why summer
blockbusters like Battleship or the latest Transformers movie follow predictable
formats that often involve clearly defined enemies (good versus evil; human versus
alien, etc.), minimal dialogue (for instance Arnold Schwarzenegger as the terminator
only utters 147 words in Terminator), and lots of explosions, fights and car chases.
Movies designed this way will attract the largest audiences possible because the
content has been simplified and translates easier to any language for the overseas
markets. One thing to remember when thinking about popular culture: it is
ultimately (despite how we as audiences might perceive and consume it) designed
to make money. To make the most money possible means to make the sure-fire hit,
the blockbuster film with uncontroversial content. The end result of which is a
2 | P o p u l a r C u l t u r e a n d M e d i a
predictable and standardized formulaic product (this by the way is true of most
popular culture content, not just movies).
HOW WE MAKE SENSE OF POPULAR CULTURE: THEORIES
There are usually two components to the study of any popular cultur ...
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Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
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The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
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2. Defining Popular CultureDefining Popular Culture
The People’s CultureThe People’s Culture
Mass CultureMass Culture
Low CultureLow Culture
Culture that is PopularCulture that is Popular
Popular ValuesPopular Values
Commercial CultureCommercial Culture
3. The People’s CultureThe People’s Culture
Invokes the wordInvokes the word populuspopulus (Latin), or in English,(Latin), or in English,
the populace: the people.the populace: the people.
Implies that some culture is somehow not theImplies that some culture is somehow not the
culture of ‘the people’.culture of ‘the people’.
Or that ‘the people’ all have the same culture.Or that ‘the people’ all have the same culture.
Suggests that some culture is thrust upon usSuggests that some culture is thrust upon us
against our will, while other forms of culture areagainst our will, while other forms of culture are
made or chosen by us.made or chosen by us.
4. The People’s CultureThe People’s Culture
This approach to popular culture isThis approach to popular culture is
associated with folk culture, as opposed toassociated with folk culture, as opposed to
culture produced in elite institutions suchculture produced in elite institutions such
as art museums or symphonies.as art museums or symphonies.
It is made at the local level in specificIt is made at the local level in specific
communities.communities.
We might think of quilting groups, localWe might think of quilting groups, local
music scenes, or community art programs.music scenes, or community art programs.
Folk music comes easily to mind, but lotsFolk music comes easily to mind, but lots
of other culture fits this description.of other culture fits this description.
5. The People’s CultureThe People’s Culture
Obviously, one problem here is that thisObviously, one problem here is that this
form of culture simply isn’t what springsform of culture simply isn’t what springs
immediately to mind when we use theimmediately to mind when we use the
term popular culture. Instead, we think ofterm popular culture. Instead, we think of
TV, movies, and music that are madeTV, movies, and music that are made
within an industry, and not necessarily atwithin an industry, and not necessarily at
the local level.the local level.
6. Popular Culture as Mass CulturePopular Culture as Mass Culture
Related to the notion of The People’s Culture isRelated to the notion of The People’s Culture is
the idea of Mass Culture.the idea of Mass Culture.
Mass culture has less of a sense of locality orMass culture has less of a sense of locality or
community.community.
This approach groups most of society into aThis approach groups most of society into a
giant mass and assumes they all do the samegiant mass and assumes they all do the same
things.things.
Historically, mass culture was a term used byHistorically, mass culture was a term used by
economic elites (aristocrats), to describe peopleeconomic elites (aristocrats), to describe people
who are not like them.who are not like them.
7. Popular Culture as Mass CulturePopular Culture as Mass Culture
Some flaws with this approach:Some flaws with this approach:
Economic elites still consume lots of things that fit theEconomic elites still consume lots of things that fit the
mass culture model. They still like country music andmass culture model. They still like country music and
TV shows, just like others.TV shows, just like others.
BUT, it turns out there really isn’t a single mass.BUT, it turns out there really isn’t a single mass.
Our cultural practices are divided into many differentOur cultural practices are divided into many different
categories: in terms of preferences, in terms of racecategories: in terms of preferences, in terms of race
or ethnicity, in terms of ideology, in terms of genderor ethnicity, in terms of ideology, in terms of gender
and sexuality, in terms of age. There is no piece ofand sexuality, in terms of age. There is no piece of
popular culture that we all consume.popular culture that we all consume.
There is no single mass.There is no single mass.
8. Popular Culture as Mass CulturePopular Culture as Mass Culture
Counter-response: we really aren’t asCounter-response: we really aren’t as
different as we think, and our culture isdifferent as we think, and our culture is
surprisingly uniform.surprisingly uniform.
An R&B song is remade by a country band.An R&B song is remade by a country band.
A British TV show is remade by an AmericanA British TV show is remade by an American
network, using the same script (The Office,network, using the same script (The Office,
Coupling).Coupling).
The exact same style of clothes is sold by theThe exact same style of clothes is sold by the
Gap, American Eagle, Abercrombie and Fitch.Gap, American Eagle, Abercrombie and Fitch.
9. Popular Culture as Low CulturePopular Culture as Low Culture
Defines popular culture strictly in contrastDefines popular culture strictly in contrast
to “high culture.”to “high culture.”
If high culture consists of fine art, classicalIf high culture consists of fine art, classical
music, opera, PBS, and Shakespeare—music, opera, PBS, and Shakespeare—
stuff that gets taught in schools andstuff that gets taught in schools and
celebrated in art museums—then popularcelebrated in art museums—then popular
culture is bad art or non-art, the otherculture is bad art or non-art, the other
forms of music, the major TV networks,forms of music, the major TV networks,
and the Da Vinci Code.and the Da Vinci Code.
Implies that quality culture is “high” andImplies that quality culture is “high” and
bad culture is popular.bad culture is popular.
10. Popular Culture as Low CulturePopular Culture as Low Culture
Problems: Classical music looks more and moreProblems: Classical music looks more and more
like a rock concert, with sexed up musicians andlike a rock concert, with sexed up musicians and
top selling CDs. Lots of popular culture istop selling CDs. Lots of popular culture is
celebrated as art of the highest level and lots ofcelebrated as art of the highest level and lots of
high culture is bad art as best. Some networkhigh culture is bad art as best. Some network
TV is really great and some PBS is pretty bad.TV is really great and some PBS is pretty bad.
Shakespeare was considered trashy in his day.Shakespeare was considered trashy in his day.
There’s also a sacred/mundane distinction beingThere’s also a sacred/mundane distinction being
made here: high culture is treated as specialmade here: high culture is treated as special
where popular culture is treated as everyday.where popular culture is treated as everyday.
11. Culture that is PopularCulture that is Popular
Another approach is to say that when theAnother approach is to say that when the
audience for a certain form of culture reaches aaudience for a certain form of culture reaches a
critical mass—when it gets popular enough—critical mass—when it gets popular enough—
then it counts as popular culture.then it counts as popular culture.
But how do you decide what that mass is?But how do you decide what that mass is?
The culture itself doesn’t change when theThe culture itself doesn’t change when the
audience reaches a certain size.audience reaches a certain size.
The song that everybody loves sounded the sameThe song that everybody loves sounded the same
when nobody had heard it.when nobody had heard it.
Plus, culture that is popular has a relationshipPlus, culture that is popular has a relationship
with culture that is not yet popular. They sharewith culture that is not yet popular. They share
resources, and offer inspiration and new ideas.resources, and offer inspiration and new ideas.
12. Popular Culture as Popular ValuesPopular Culture as Popular Values
Another approach to popular cultureAnother approach to popular culture
focuses on the values of groups.focuses on the values of groups.
The term culture always invokes the ideaThe term culture always invokes the idea
ofof meaningmeaning, so popular culture is any set, so popular culture is any set
of meanings that are widely shared.of meanings that are widely shared.
Often used in the context of “youthOften used in the context of “youth
culture,” “American culture,” “Blackculture,” “American culture,” “Black
culture,” etc.culture,” etc.
13. Popular Culture as PopularPopular Culture as Popular
ValuesValues
This approach allows us to examine theThis approach allows us to examine the
varieties of values that are embedded invarieties of values that are embedded in
the culture we consume.the culture we consume.
Those values touch on an infinite varietyThose values touch on an infinite variety
of issues, but we will be focusing on race,of issues, but we will be focusing on race,
class, gender, sexuality, disability, andclass, gender, sexuality, disability, and
age.age.
14. Popular Culture as CommercialPopular Culture as Commercial
CultureCulture
The term popular culture is often used to describeThe term popular culture is often used to describe
culture that is produced and/or sold by a market.culture that is produced and/or sold by a market.
In this sense, mass produced forms of culture such asIn this sense, mass produced forms of culture such as
CDs and movies certainly count as culture, but so tooCDs and movies certainly count as culture, but so too
does art that is sold on the market. In fact, not much isdoes art that is sold on the market. In fact, not much is
left out at all. Indie rock bands still record in studios andleft out at all. Indie rock bands still record in studios and
sell CDs. Independent movies still need distributors,sell CDs. Independent movies still need distributors,
movie theaters, and video stores.movie theaters, and video stores.
That does not mean that the only way to understand thisThat does not mean that the only way to understand this
culture is in terms of money and sales, but it does givesculture is in terms of money and sales, but it does gives
us one thing unifies the many diverse forms of popularus one thing unifies the many diverse forms of popular
culture.culture.
15. Our ApproachOur Approach
The approach in this class is to combineThe approach in this class is to combine
the popular values approach with thethe popular values approach with the
commercial culture approach.commercial culture approach.
We will examine the complex system thatWe will examine the complex system that
produces popular culture—a set ofproduces popular culture—a set of
corporations and institutions responsiblecorporations and institutions responsible
for the commercial production of culture—for the commercial production of culture—
as well as the complex system ofas well as the complex system of
meanings that we find in popular culture—meanings that we find in popular culture—
both those intended by the makers andboth those intended by the makers and
those that are discovered by the audience.those that are discovered by the audience.