Popular Culture - Can It Be Seen as a Commodity - Essay Example

? POPULAR CULTURE: CAN IT BE SEEN AS A COMMODITY? By Matthew Thomas Johnson Presented to Doctor Lawrence Woof Popular Culture Leeds College of Music Leeds, West Yorkshire, United Kingdom 15/01/10 Pop culture which is also known as ‘popular culture’ is a set of ideas, attitudes, phenomena’s and perspectives of people which informally became the part of existing culture. Pop culture has made its place within the actual culture of people. The term pop culture is basically used for the western culture of 20th to 21st century. This culture is mainly influenced by mass media which has made an impact on different societies and ideas of people. Till 19th Century the meaning of the term ‘popular’ was considered to have negative connotations, but now in modern world the word popular means something which is widely known by and is accepted. Popular culture represents not only the elite class but something which is also represented in common people too. High cultural values have been associated with things like music, art, ballroom dancing, opera, and theater etc. and these values are related to them because in the past these activities were only undertaken by those further towards the top of the socio economic ladder, but now the term popular culture is considered versatile, but rather popular culture has become a part of every society and has made its impact everywhere. (litnotes n.d.) Popular culture was not generated within one society but it is actually the growth of ideas and modern thoughts, which ended up with the term pop culture. Popular culture had emerged with many other cultures and has become a part of the original society. Now to separate these new thoughts and values from actual culture and society is impossible, so we can say that popular culture is actually a growing awareness and interest of people which has become a part of them. Popular culture through media has influenced our way of living. Pop culture is defined by the music we listen to, the programs we watch and the way we dress. The whole society is influenced by things which are shown on their national televisions and what they promote and show. Their culture is influenced by norms and trends which are shown in programs, the type of music, the lyrics, their dressing style and everything which comes on air. Popular culture is also often considered as a trivial and that is why popular culture faces much criticism from non-mainstream groups of people such as religious communities. Countercultural groups are clusters which think that popular culture is superficial and has corrupted the society. Mass media and popular culture are two sides of one coin. Mass media has made the greatest impact on reincarnation and modification of culture. Through media existence cultures are gradually modifying. Media programs and advertisements have made a great impact on cultural values of the society. It has influenced our language, interests, festivals and norms. They are overall influenced by the effects of mass media which basically is known as pop culture. The term enculturation is used for the process in which individuals in society learn and absorb cultural traditions. This enculturation has become a part of the society and culture which are valued and practiced by people in the society. (Merriam-Webster, 2007) The pop culture through enculturation is being popularised through different mass media mediums like television, radio, advertisements, newspaper, magazines, live programs and all other things related to mass media and internet as well. Many things have become a part of our lifestyle and are related to our culture because they are promoted on our local national televisions. If we look at the roots then they haven’t been the part of our actual cultural rituals or norms. The culture is modified by media as media is a greatest source of entertainment and information in today’s world. So many influences of pop culture are the same on different societies. These programs have influenced the mind of the masses and the ideas promoted in them get stemmed in the mind of people which gradually starts to become a part of people’s lives. Music has made a great influence on people, especially youngsters and teenagers. Teenagers of America are the best example of how music has influenced teen’s minds in all aspects. They are influenced both psychologically and physically. Every period promoted and came up with different styles of music, but the effect of the music on people was the same. Whatever lyrics, videos, fashion sense and themes were shown and promoted became a part of the culture. Music also makes an impact on the general mood and personality of an individual. For example, slow romantic music evokes a soft, sensitive mood, while techno brings out the party animal in them. The lyrics the public absorb become a part of their daily language and they use those words as slang in their daily routine. People follow and envy them for their styles and celebrities have an almost godly, idyllic status. Their music and style is not only an entertainment, but their style is widely adapted by people as well. Their style is not only a style but a fashion statement for the public. So steadily the media has played a huge role in modifying the culture. (thinkquest.org, 2007) The 2000 era is still going on and has been continuously being improved and modifying. Today’s media has almost complete freedom of speech and with its complete independence; it is playing its roles in the contemporary age of media. If we see contemporary media then it has not only promoted music but has also promoted technology, knowledge, norms and rituals. Contemporary media has made the role of media very vast. It not only focuses on entertainment and music but also in politics, information, awareness and technology. This awareness is delivered to audience through programs, ads, live shows, talk shows etc. And all which is promoted and shown by media with new trends is actually a pop culture. So through contemporary media the culture has been making a great impact on culture. Media is playing its role in two ways related to culture. First, it is keeping the cultural norms and festivals etc. alive in new lights and secondly it is also giving these cultural values new fashion. Music makes various effects on the mind of listener. These effects are both positive and negative. Music makes impact on people not only through videos but also through lyrics. The listener get influenced by the words he listens to and the impact becomes stronger with the videos they see, so media has become beneficial for kids if they get influenced by the right programs. To be added: Government incentive, Maccy Ds advert, educational programmes PSP Media, culture, technology and learning influence also has a great connection. Media and technology is connected in a broader sense. Technology not only delivers programs of media through radios, television, newspapers and magazines, but technology is a base of media to deliver the programs and information through these different mediums. The latest technologies and gadgets are widely commercialised through media. This technology has not only made our lives faster but also easier highlighting pop culture as a commodity. The new features are promoted through ads and are commercialised as product placement in music videos, attractive ads and programs. Latest technologies which have not only become a part of popular culture but signature of pop culture include iPhones, iPods, touchscreen technologies and mac. Pop culture has not only influenced people with such technologies but has provided great features as well which has made the life of people in this era is much more interesting and fast. The other technology that acts as a commodity to pubic is the innovation of social media. Indeed, social media has made the life of people widely connected throughout the world e.g. Facebook, Skype, Msn, eBuddy and Hotmail etc. Social media has provided great facilities and to the public. Social media is broadly considered as a product of popular culture. Social media was never very famous and widely used till the day it start getting promoted through the growing technology. Now blogging, Twitter and Facebook are not only a way of staying connected with people but have also taken a new horizon for marketing. Social media marketing is connected with social media and so with culture. In pop culture the majority of celebrities, famous people and leaders all use this tool of social media marketing to stay connected with people and their fans often of a younger generation. The technological advances will follow the generations so it will become a more utilised form. It not only promotes them to convey their message to people directly but also gives them opportunity to interact with each other. (Taylor & Francis Group, 2011) Pop culture has influenced many people around the world with the new contemporary art era which is pop art. Pop art emerged as a visual art movement in 1950s Britain and US. The purpose of this movement was to save and defend popular culture from different critics and provide the pop culture a legitimate form of art. It was the biggest art movement of the 20th Century. Pop culture is greatly influenced by media such as television, movies and comic books. So the pop culture is considered to be the modern medium of expressing emotions with an abstract touch and a contemporary feel. Lately the pop art artist Shepard Fairey designed a poster of Obama with the word hope written. This poster became a symbol of the changing world. In previous culture his very election would have been controversial but in today’s pop culture it is accepted. (CBS-youtube, 2008) The most famous and popular piece of art in popular culture is the picture of Marilyn Monroe by Andy Warhol, which has become a signature picture of pop art. (Google) The most privileged and respected profession for women was considered being a nurse and for men becoming a doctor or engineer. Have you ever wondered how this trend faded and now various professions have gained the same respect? Fields such as economics, psychology, finance, marketing, arts and other fields have equal respect in today’s world. This awareness has been provided by the growing awareness of people through media. The pop culture of this era has made the vision of people very open. The successful people in other fields have entered the world of media and have made their place by being successful in their own fields. Growing fashion trends have improved the fashion taste of the populous increasing the market of the fashion world. Piercings, tattoos, hair dying and various other trends of fashion are also the outcome of pop culture. Pop culture has influenced people all around the world. Pop culture is widely accepted by the new generation. It has influenced our daily routine and life around us – the way we dress, the food we eat and how we celebrate festivals and functions. In conclusion, it has made both a positive and negative influence. The greatest benefit is that in fashion people are more self aware today. People are now more conscious of how to dress and what to wear in accordance with their physique, complexion and culture. In addition different movies have illustrated the events of past and stories from history. This has exposed the public to the world of history and past events. Many movies have guided us towards a better way of life and moral understanding. More so today, the film industry does not limit itself purely to entertainment, but aim to convey some sort of social or political message through their work. So pop culture has set trends in people and has made them more aware of the world. Popular culture is contemporary in nature so it is ever growing. Reference List CBS-youtube. (2008, November 5). Obama And Pop Culture. Retrieved January 8, 2011, from youtube: http://www.youtube.com/watch?v=1q_tFP0j9C4 Google. (n.d.). Retrieved January 8th, 2011, from http://www.google.com.pk/imgres?imgurl=http://www.ozarksunbound.com/wp-content/uploads/2010/08/marilyn-monroe-andy-warhol.jpg&imgrefurl=http://people.edu.ms/keyword/andy%2520warhol%2520facts&h=580&w=576&sz=97&tbnid=sZRAeCnxzEIVXM:&tbnh=225&tbnw=224&prev=/ litnotes. (n.d.). mass media. Retrieved January 8, 2011, from litnotes.co: http://www.litnotes.co.uk/mass_media.htm Taylor & Francis Group. (2011). Aim and Scope. Retrieved 1 8, 2011, from tandf: http://www.tandf.co.uk/journals/titles/17439884.asp Thinkquest.org. (2007, aug). music. Retrieved January 8, 2011, from thinkques: http://library.thinkquest.org/07aug/00811/music.html# Read More

 

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