Comparing and Contrasting Popular Culture Literature - Term Paper Example

? Compare and Contrast Popular Culture Literature of the Introduction If Popular Culture is a big ocean, the books listed below can becompared to small boats trying to negotiate the ocean waters. Each author explains and comments upon the various aspects of Popular Culture on the basis of one’s study, observation, research and imagination. 1. Blink: The Power of Thinking Without Thinking Malcolm Gladwell (2005) in his book “Blink: The Power of Thinking Without Thinking” touches upon the borders of spirituality. The connotation of the phrase “Without Thinking” is that the concerned individual does not apply the mind to take the decision. Does one transcend the mind in that fraction of a second when the decision is made? Perhaps yes! In that eventuality, the decision is bound to be faultless. The source of that decision is made in the brilliant flash of inner light. Gladwell writes, “The first task of Blink is to convince you of a simple fact: decisions made very quickly can be every bit as good as decisions made cautiously and deliberately” (p.14). The word ‘very quickly’ has the element of divine aura about it, and does not contain the element of haste. The level of spiritual progression of those who are brilliant decision makers is far more than those who are consistently inept. The process of the best decisions is to be experienced by the decision maker and it cannot be explained in words. As with his writing technique, Gladwell supports his each contention with allegories and real-life case studies. He gives the example of a psychologist, a tennis coach and the art wizards who recognize the fake at a glance. He also admits about the failures of “blink”. Like an ardent supporter of Popular Culture the author argues “We live in a world that assumes that the quality of a decision is directly related to the time and effort that went into making it” (p.13). This means Gladwell attaches equal importance to the secular process of decision making. He uses the phrase “thin-slicing” to explain the process adopted by the great decision makers, who do not waste time on deliberations, never-ending discussions, consultations on information processing, but filter minimal factors to arrive at the decision and ignore overpowering number of variables. 2. Outliers: The Story of Success Though the ardent worshippers of Popular Culture are aware of the importance of chance and circumstances in the life of an individual, they finally vote for an individual who succeeds in life in terms of monetary accomplishments. The society salutes the achiever. Big ideas are hidden in the ordinary life of an individual and what is required is to locate and present them before the public well in time. An individual has to notice the talent within him first, before it is being noticed by others. With the spread of Popular Culture, the importance of behavioral science has increased and Malcolm Gladwell is on the right spot to cash this opportunity. 1990s has been the ideal period for experimentation with his new style in literature. About the book “Outliers: The Story of Success” Malcolm Gladwell (2011) writes “This is a book about outliers, about men and women who do things that are out of the ordinary. Over the course of the chapters ahead, I’m going to introduce to you to one kind of outlier after another: to geniuses, business tycoons, rock stars, and software programmers” (p.17). He sums up his argument thus: “Nor is success simply the sum of the decisions and efforts we make on our own behalf. It is, rather, a gift. Outliers are those who have been given opportunities-- and who have had the strength and presence of mind to seize them” (p.267). If one understands this principle in its correct spirit, many of the problems in life will be no more problems, they will be the milestones in the path of success. Success stories are like the champagne to the combustible younger generation who are the admirers of the Popular Culture. Gladwell provides a new perspective about the people who achieve success in life, and highlights the importance of favorable circumstances they are placed in and the path of hard and intelligent work being chartered by them. He argues, “ But in fact they are invariably the beneficiaries of hidden advantages and extraordinary opportunities and cultural legacies that allow them to learn and work hard and make sense of the world in ways others cannot”(p.19). Do you wish to get introduced to such a personality in the world of literature? He is Mr. Malcolm Gladwell! 3. The Tipping Point: How Little Things Can Make a Big Difference “The Tipping Point: How Little Things Can Make a Big Difference” by Malcolm Gladwell highlights three issues that are responsible for societal changes. These are Connectors, sociable personalities who bring people together and Mavens, who like to pass along knowledge, and Salesmen, adept at persuading the unenlightened. The author unleashes parables and real-life examples to prove his points. This is not a book that clings on to one main theme or to a carefully conceived plot. It is the collection of articles on various topics. The stuff is trendy but the author hops from one issue to another and often provides a solution which is out of the ordinary. The solution looks like the helpless surrender to the problem which the concerned authority will not be able to control. For example, the teenagers may love the author’s defense about consumption of drugs, including cocaine, as he asserts that it hardly leads to hardcore use. But the ground realities are different. One addict in the family becomes the cause of anguish, anxieties and untold worries to the parents and other siblings. What are the long-term effects of substance abuse on the health of the younger generations? It appears Gladwell (2002) must be under the influence of a shot of cocaine when he dares to write “We have to stop fighting this kind of experimentation. We have to accept it and even embrace it"(p.251). No parent will thank him for this observation that will precipitate controversies on many counts. But the book also contains some good observations that are conducive to the health of the society. He argues, "The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts." (p. 33). His observation about the group of people, Salesmen, is an absolute marvel. Such people have the capacity to sell refrigerators to the Eskimos! He describes the virtues of a salesman named Tom Gau thus: "He seems to have some indefinable trait, something powerful and contagious and irresistible that goes beyond what comes out of his mouth that makes people who meet him want to agree with him. It's energy. It's enthusiasm. It's charm. It's likability. It's all those things and yet something more." (p. 73). The presence of such people in the society is comparable to the capacities of a double-edged sword. If such people are on the wrong side of the fence, they are capable of doing immense harm to the society. Therefore, this is the book that needs careful analysis that commands issue-based acceptance or rejection. 4. Brands: The Logos of the Global Economy (International Library of Sociology) Ceila Lury (2004) makes the main objective of the book “The Logos of the Global Economy (International Library of Sociology)” clear in the first sentence. She argues, “This book will claim that the brand is an object” (p.1). Brands possess the inherent economic strength to function as capital. This is not stated in the formal sense of the term as they are mentioned in the accounting sheets, letterheads and other articles of stationary used for communication by the organizations. Consumers have a stake in the brand through their purchase loyalties and thus they indirectly influence the production process. Thus, brand-capital produces value from consumption-labor. As brands become popular they begin to dominate and exploit consumers, through innovative strategies of the marketing managers. This is the origin of the clash of the political and economic ideologies. Capitalism responds to the improving relations between the brands and consumption by making huge and disproportionate profits by totally subduing the psychology of the consumers to think about buying an alternative product. The author writes “…trade mark is a form of intellectual property right that has historically been asserted by manufacturers of products” (p.12). Similarly brand value is also protected by the legal construct. It is the pivotal immaterial asset in modern-day capitalism. Over the last two decades brand value has increased continuously. Its real worth comes to the fore during the mergers and acquisitions as the bid prices are stirred by the value of brands. In some sectors its value is as much as seventy percent. In the present scenario, the value of brands is an inseparable part of the popular culture, more specifically as for the consumer culture. So the marketing strategists and the policy makers need to ponder about the possible likes and dislikes of the consumer. Lury argues “And it is the performance discipline of marketing that is commonly held to have a pivotal role in the communication of what it is the consumer market” (p.60). In the final analysis the consumer is the king, he makes and unmakes the brands. 5. Consumer Culture Ceila Lury (1996) makes it clear about the coverage of the subject in her book “Consumer Culture”. She writes “The thesis that will be put forward here is that consumer culture is a particular form of material culture that has emerged in Euro-American societies during the second half of the twentieth century” (p.1). She explains the role, nature and pattern of consumption in modern societies. Much difference exists between high standards of living and high quality of living. The former attaches importance to volume of consumption and accepts it as the way of life. As for the latter category, money and articles of luxury are not everything in life for such individuals; they value some other fundamentals of life. As such the theme elucidated by the author assumes more importance. She argues “A related theme is that consumer culture has contributed to an increasingly reflexive relation to self-identity through its provision of a series of expert knowledge—for example, in relation to lifestyle, taste, health, fashion and beauty—which the individual may use to enhance his or her self-identity” (p.8). Over the decades there has been a marked rise of consumption culture, the production and consumption of cultural goods have gone through noticeable changes. The author argues that consumer culture has become increasingly schematic, it gives scope to creativity on an ongoing basis and it has turned out to be the important aspect of everyday creativity. The basic issues that confront the society like class, gender, race and age affect the level of one’s participation in consumer culture. The author identifies the various facets of sociology of culture well, and explains how the interconnectivity between the social groups is impacted by consumer culture. It has created and it is responsible for the process of evolving new ways of creating social and political identities. 6. Consumption and Everyday Life In the book “Consumption and Everyday Life” Mark Paterson elucidates some of the important ideas and theories of consumption in an easy-to-understand style. He also discusses the key themes related to consumption and consumer culture. In the Series Editor’s Foreword, mention about the contents of the book is made thus: “Mark Paterson documents with verve and precision the location of consumption in our late modern or postmodern worlds”. (x) He begins the book with the clash of the titanic philosophies, communism and capitalism. The word ‘consumption’ is one of the most contested words in these twin political philosophies. Paterson (2005) argues “Marxists strongly criticized consumer capitalism for fostering desires rather than needs, and saw the way that consumer were driven increasingly towards false needs, including more, better, cheaper material goods, devices and experiences”. (1) The prime goal of the capitalists is to create wants, whereas the prime goal of the communists is to satisfy the basic wants of the people and produce only that which is in the interest of the state. The individual has no choice in this area. Mark Paterson is a lecturer in philosophy and cultural studies at the University of the West of England, Bristol and as such his writings have the undercurrent of another important dimension of life-spirituality. With consumer as the starting point he does not miss to reach up to the global moral and political life. The interests of the consumer are multi-dimensional so also the forces that affect the behavior and response of the consumer are many. 7. Connecting Social Problems and Popular Culture Karen Sternheimer (2013) writes “This book uses the constructionist approach to understand how claims makers blame popular culture for causing social problems”(p.15).The book “Connection Social Problems and Popular Culture” comes to the solid defense of Popular Culture and the author takes to task those who oppose it. His criticism sounds reasonable. The author’s analysis holds out and is based on research and the stand she takes may not appeal to majority of the people. She takes a stand against the oft-repeated assertions against popular culture and media that have been dubbed as responsible for creating evil influences on the minds of the younger generation. The author is aware of the magnitude of the area of the influence of popular culture on the minds of the combustible younger generation. She writes “Today there are hundreds of channels, with thousands more programs available on demand at any time. Unlike in 1982, television stations no longer sign off at night. Our media culture does not rest” (p.2).The wise saying goes ‘If there is no perfect discipline in the society carry on with the available discipline!’ The discipline in the media segment is perfect from the point of view of the author. According to her, the problem is elsewhere. She argues “ The roots of the most serious problems American children face, problems like lack of quality education, violent victimization, early pregnancies, single parenthood, and obesity, poverty plays a star-ring role; popular culture is a bit player at best”.(p.4)The book contains one of the boldest and factual accounts about “American anxieties about media culture”(p.1). She repeatedly emphasizes that “The most pressing crisis facing American children today is not media culture but poverty” (3). The author’s stand is strongly evidenced and as such one can check back the points raised by her. Any segment of the society that owns societal concerns must go through the contents of the book, which are sure to impact one’s process of thinking. 8. Where Good Ideas Come From Steven Johnson makes the intent of his book “Where Good Ideas Come From” clear in this observation. “This is a book about the space innovation. Some environments squelch new ideas; some environments seem to breed them effortlessly. The city and the Web have been such engines of innovation because, for complicated historical reasons, they are both environments that are powerfully suited for the creation, diffusion, and adoption of good ideas”.(Johnson) With this observation the author takes a direct plunge into the ocean waters of Popular Culture. The impact of the Web on Popular Culture continues to be one of the most important factors that tell upon the thinking process and consequently the action orientation of the younger generation of the present era. The author emphasizes how ideas build an individual, impact the society and lead to precedent-shattering results. Often simple ideas create history in the world of innovations. The author takes a look at the fundamental drivers of the innovation and creates a framework to answer the question. He tries to reach out to the root cause of the formation of patterns in which the new ideas are formed. In the seven groups that he has created to go to the genesis of origin of ideas, he churns the ocean of literature of science history as well as the natural history and tenders many thought-provoking examples. The growing cities have a big role in generating massive appeal to popular culture by the native and migratory population. In his book the author emphasizes the need to refine the foundational components that makes a human being a source of unlimited creativity. He gives seven key principles to maximize creativity. A wonderful compliment needs to be given to the contents of the book. To put it in the own words of Stevenson, “If there is a single maxim that runs through this book’s arguments, it is that we are often better served by connecting ideas than we are by protecting them” (Johnson).That is to say, in brief, that which is not practical is not theoretical either! 9. Latina Teens, Migration, and Popular Culture The book “Latina Teens, Migration, and Popular Culture” by Lucila Vargas is an ethnographic book dealing with the particular problems of a particular community. The author (2009) writes “Latinas and Latinos in the United States do not have an ethnic identity, but rather a racial identity…” (p.16). She examines the relationship with migration and through various facets of popular culture. Most of them belong to the working class. She writes, “Latina teens talk about their “self’s” in relation to their popular culture consumption practices” (p.2). Latina teens are in a hurry to adapt to the American lifestyles, but the resistance from their parents and their economic status holds them in check. Giving a hint at their economic conditions the author informs that most of them live in “…..improvised dwellings made of prefabricated houses that have sprung up in the New Latino South. Most of their parents worked in the lower rungs of the service industry…” (p.12). The issues with the Latino youth are comparable to the younger generation all over the world. They are in a hurry to gain economic prosperity and social prestige, and in the process to achieve the same, they are willing to sacrifice their noble, traditional practices. The author explains the problems of the Latinos through the voices of teens and their version has been given the prominent place in the scheme of things in the book. To highlight the migration experience of the Latinos, the author has also relied on post-structural theories of identity as a performance, the critical race theory, the latest research on the psychological change of migrants. Thus, the factors elucidated are an important contribution to social sciences and humanities. The author candidly admits, “I attempt to sort out thorny questions related to national and cultural identity by relying on the politics of belonging” (p.31). How Latino youth cope up with the everyday life of power and inequalities and try to make a mark in life to be on par with the Native Americans in all segments of life has been described lucidly and with examples. Compare and contrast—Popular Culture It is impossible to define Popular Culture in totality; it is not possible to reach out to its total defense either! I am reminded of the parable of four visually challenged (blind) persons in argument about the shape of the elephant. One has the feel of its long tail and argues that the shape of the elephant is long. The second one, who touches one of its legs, says that the shape is like the tree. The third one touches its trunk and says that the shape is like a rubber hose. The fourth one has the feel of the ear and says that the shape is like a giant leaf. An eye surgeon, who listens to their conversation, takes them to his dispensary, operates upon their eyes and he is able to restore the eyesight. When he brings them before the elephant, they realize that their judgment is wrong. Similar is the position of the politicians, sociologists, academicians and the bureaucrats, when they tender opinions and try to frame the policy on different segments of Popular Culture. None has the comprehensive outlook about the genuine problems of the people. One particular aspect of the societal conditions in America, which boasts of a multicultural, multi-ethnic society, is that it still suffers from the bane of racism. Though legally banned, the black people suffer overtly and covertly. Of the nine, the author of three of the books under review is Malcolm Gladwell; two are from the pen of Celia Lury, the rest belong to one each of the authors. All of them are deeply concerned about the societal conditions, and offer solutions in the light of their perception of Popular Culture. Some eulogize the brainy top decision makers, other appreciate the hardworking Latinos. The women authors naturally have a soft corner for the sufferings of women due to adverse social conditions. All the authors, in the areas they have covered, agree that the activities of the people generate Popular Culture. Its popularity is comparable to an octopus that grows in all the directions. Popular Culture covers everything, what you read and listen to, how you speak what you speak etc. Some other areas of Popular Culture that have exerted staggering influence on the society are, You Tube, singing sensation pop stars, popular films and famous movie actors, bestselling books that have shaped the opinions and experiences, interaction through networking that has provided the platform to people of all ages, interests and genders to interact swiftly and exchange/share ideas. The contribution of fashion trends ‘to make the world is one family’ is notice-worthy. Thanks to internet, print and electronic media, those interested are able to judge how the fashion trends are moving and do forecasting and chalk out the future business plans accordingly. With the changing fashion, the basic cultural traits of a community need not necessarily change, but one’s apparel reflects the personality of an individual as well as the society. Language is the key area through which people communicate goals, opinions and experiences of Popular Culture. Malcolm Gladwell (2005) in his book “Blink: The Power of Thinking Without Thinking” discusses about human decision making both from secular and spiritual angles. He is not endowed with the depth of a Spiritual Master but wonders why some decisions taken on the spur of the moment are faultless and detailed deliberations are not necessary to take a decision. In other words he is at a loss to explain the working and functioning of the human brain in this manner, what is the source of that energy, which the top-scientists of the world are unable to explain so far. In all probability it will never be possible to explain it through words. The out- of- the- world genius of some extraordinary individuals defies logic and the author shows his awareness of limitations of humankind. Ceila Lury (2004) in her book “Brands: The Logos of the Global Economy (International Library of Sociology) takes a particular item of the Popular Culture--the brands! She is so enamored about the brands and she equates it with capital and justifiably so. She sees the influence of the brands everywhere. In the mad race of Popular Culture, she articulates how difficult it is to create a brand, and even more difficult to maintain its position. Every segment of life is impacted by the brand-phobia, and it has established connectivity with supporters of a particular brand and thus it is an important vehicle of globalization. For Malcolm Gladwell an individual is at the Centre stage of Popular Culture and Ceila Lury gives the prominent place to brands and lauds their inherent economic strength and their latent capacity to turn into a tool of exploitation. Karen Sternheimer in her book “Connection Social Problems and Popular Culture” comes to the solid defense of Popular Culture and is not willing to accept that Popular Culture is the cause of societal ills, especially the evil influences on the minds of the younger generation. Instead of blaming the print and electronic media, she pleads with the concerned authorities to solve the serious problems like poverty, illiteracy, early pregnancies and teen pregnancies. She shows great understanding of the issues and does not discuss the business related matters in depth unlike Celia Lury. Ceila Lury (1996) in her book “Consumer Culture” discusses about the change in the pattern of consumption in modern societies. She makes a careful distinction between people who are the ardent worshippers of the materialistic culture and those who value traditional fundamentals of life. She makes a careful distinction between standard of living and inner standard of life and its importance even in these hard periods of Consumer Culture and the staggering innovations that have engulfed the humankind. Her argument pattern is somewhat like Malcolm Gladwell. She gives importance to the common man, his everyday creativity and various facets of sociology of culture. To her Consumer Culture is in the process of evolution and no one can stop its growth and it serves the purposes of creating social and political identities well. “Consumption and Everyday Life” by Mark Paterson (2005) is a hard-core political philosophy book and he explains how consumption is impacted under those philosophies. He sees the development of Consumption Culture in the light of the clash of political ideologies. He also discusses branding and his line of thinking on this issue is comparable to that of Celia Lury. He touches upon the subject of the clash between the local and global markets. The philosophical undertone is evident in this book. “Latina Teens, Migration, and Popular Culture (Intersections in Communications and Culture: Global Approaches and Trans-disciplinary Perspectives)” by Lucila Vargas (2009) is a book dealing with the specific problem of Latina Teens, though it has the bearing on the Popular Culture. She treats the issue of Latinos as a racial identity as such it is a grave problem to be tackled by the U.S. administration. Racial problems coupled with the problems of poverty of Latinos, is an important issue confronting the administration. The families have to face the problem of migration and the hard process of their children getting assimilated in the mainstream society of U.S. makes the issue all the more grave. “Outliers: The Story of Success” by Malcolm Gladwell (2008) is a book that contains salient features to achieve success in life and contains the solid advice to the elders not to interfere too much in the self-chartered goals in life by the youngsters. Society salutes the achiever and every youngster desires to scale the ladder of success as fast as possible. One can do that in a segment of societal life as per one’s inclinations. Giving importance to a particular subject means treating other subjects as less important. In the ultimate analysis, a student has to decide which subject is good for him, and what are his career goals, and not the teacher. Another important thing is the politicians should stop meddling in the educational affairs. They should only help to implement, and make the financial resources available, for the plans envisaged by an expert committee consisting of educationalists and think- tanks. Education is like the octopus; it has many faces, many values and each one of them is important. Moral purity and passion for truth needs to be the cornerstones of any educational system, and the issue is how to integrate these qualities in the prevailing set up in the educational institutions. This is one of the greatest challenges of the present day Popular Culture. “The Tipping Point: How Little Things Can Make a Big Difference” by Malcolm Gladwell(2002) owns an attractive title, but I am sorry to state that success of a series of his books, must have gone to his head, as he defends the substance abuse amongst the youth. This book is a collection of articles written during different periods of time, and as such it lacks homogeneity. The author is sure to earn the displeasure of the parents for his observation on the consumption of drugs by the younger generation and he hits wide of the mark on this issue. Nevertheless, this is a good book for the marketing managers but careful analysis of the issues dealt with by Gladwell needs to be done by them before experimenting with his propositions. In “Where Good Ideas Come From” (2010) Steven Johnson emphasizes the importance of Web on the youth and he is on the positive side of the Web, as is the case with other authors mentioned above. The author empathizes how ideas build an individual, impact the society and lead to precedent-shattering results. Often simple ideas create history in the world of innovations. Years back, Newton, the scientist, sitting on Planet Earth, does the guesswork that the power of gravitation affects Moon also. That has been just his imagination. After that the scientist does not sit tight, head in hands! Making all sorts of calculations, in the final analysis, they are able to install the ladder to reach the Moon, meaning on the strength and evidence of the findings of their experiments they are able to ascertain what is going on with the Moon. With this, Newton’s hypothesis becomes the theory. A proven fact! It that is not so, Newton’s hypothesis, would have been the part of western fairytales and would have been published in the books of science fiction. Newton has an idea; works upon it and the entire humankind for all time to come, enjoys and will enjoy the fructification of it. References List Gladwell, M. (2005). Blink: The Power of Thinking Without Thinking. New York, NY: Little, Brown and Company. Gladwell, M. (2008) Outliers- the Story of Success, USA: Little, Brown and Company Gladwell, M. (2002). The Tipping Point: How little things can make a big difference. Boston, MA: Back Bay Books. Lury, C. (2004). Brands: The Logos of the Global Economy (International Library of Sociology) New York, NY: Routledge. Lury, C. (1996). Consumer culture. New Jersey: Rutgers University Press. Paterson, Mark (2005) Consumption and everyday life (The New Sociology): New York, NY: Routledge. Sternheimer, K. (2013). Connecting Social Problems and Popular Culture. Boulder, Colorado: Westview Press. Steven Johnson. (2010). Where Good Ideas Come From. New York: NY: Riverhead Books, Kindle Edition. Vargas, Lucila (2009). Latina Teens, Migration, and Popular Culture (Intersections in Communications and Culture: Global Approaches and Trans-disciplinary Perspectives): New York, NY: Peter Lang Publishing. Read More