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Assigment 1-1 - Assignment Example

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Popular culture has been shaped by the growth of mass media, emergence of new technologies and the development of industrial mass…
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Assigment 1-1

Download file to see previous pages... There are many forms of popular culture and some of these include Films, fashion, Music, advertising, sports and magazines
Popular culture production comprises of two levels and they include the encoding level and the decoding level, encoding occurs at the industrial level where cultural text are proposed and put together to produce popular culture. The decoding level refers to consumption of these cultural texts, the decoding level refers to the interpretation of these cultural text by the audience, when the audience comes i9nto contact with the cultural text he or she interprets it differently.
Before the cultural text is released for consumption the producers must first take into consideration the interpretation of this cultural text, this include its effect, its influence, whether it is entertaining and whether it instructs of persuades, other complex interpretations include cognitive, emotional, ideology and behaviour consequences. Production of popular culture is drawn from myths, beliefs, rituals and heroic ideals.
Popular culture is proposed by the mass media and given that the audience is large it plays a major role in the society, Antonio Gramsci introduced the concept of hegemony, hegemony is the power that is exercised by one social group to win the consent of the less dominant group without using force, it is an ideology of the dominant group achieved by engineering consensus by controlling cultural forms, he stated that the church promoted the acceptance of beliefs and culture that benefited the ruling class and therefore the survival of capitalism was as a result of acceptance.
The understanding of popular culture is important in business, popular culture is produced in order to shape the perception of the masses, therefore when businesses are selling their products they will have to propose certain popular culture in order for the consumers to accept the product, this can only be done through the mass media whereby a certain cultural text is ...Download file to see next pagesRead More
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