Introduction
Popular culture defines beliefs, practices, and objects that are viewed by members of a given society as dominant in at a given point of time. As such, popular culture brings together the feelings and activities that are produced, resulting from interaction with the dominant objects within the society. Thus, popular culture influences the attitude of members of a society towards specific topics ( Storey, 2018) . Numerous theories have been put forward to explain popular culture with Mass Cultural Theory and Critical Theory stand out. Mass Cultural Theory defines a popular culture that results from industrial techniques of mass production and is marketed to a mass public of consumers for profit. While several explanations for the emergence of popular culture have been put forward, the mass cultural theory provides a wholesome description defining the origin and intention of the development of popular culture.
Determining popular culture
Within the Mass Cultural Theory, the determination of popular culture has been identified to encompass high art, folk art, and mass media. Numerous studies have positively pointed out that popular culture does not arise from the interaction of individuals on a day-to-day basis, but rather it is broadcast and distributed to members of a given society. As such, popular culture is viewed in the lens of mass consumption as would be chewing gum. It is worth mentioning that according to the Mass Cultural Theory, popular culture does not exhibit the unique content that is specific to a local community. Therefore popular culture as seen through the Mass Cultural Theory does not emanate from the people as an autonomous means of expression of the interest as well as experiences that people harbour but instead it is imposed on the people from a higher force in an effort to provide social control.
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Impact of industrialization and commercialization on popular culture
Industrialization has been regarded as having had a dramatic effect on the development and dissemination of popular culture. Prior to industrialization, the season’s cycles were acting to regulate the lives of the members of the society. However, with industrialization, urban centers developed, and people did not find adequate places for recreation since the urban centers were designed to support the working population rather than the provision of leisure activities. Thus social cohesion was compromised, noting that little time was left for recreation given the tight clock-discipline. Old cultural traditions died down with new forms of culture emerging. While industrialization was taking a toll on popular culture, commercialization made it possible for the dissemination of the newly forming popular culture. Studies point out that commercialization has turned popular culture as a commodity where profits and the ability to market content has taken a toll on the quality, integrity, and artistry of culture. Thus, artists and other sources of mass culture are more interested in profits and marketability of the content they have developed with the potential of compromising quality to benefit business interest.
Popular Culture in Controlling People
As the Mass Cultural Theory postulates, popular culture may not often exhibit unique content specific to specific societies. As such, popular culture may be seen as a tool for controlling people. The elite makes an effort to transmit values which they view as appropriate for a certain society to help them continue exercising power and dominance over the people. While indoctrination and control of people may often be as a result of fear and violence, the elite use popular culture to define a spectrum of thoughts that are permitted. Thus, popular culture is made explicit, thus protecting it from being opposed and challenged, which provides a window to reinforce it and make it accepted.
Strengths of Mass Cultural Theory
One of the most notable strengths of the theory is that it covers all the areas of life and segments of the population, thus overcoming the social, national, ethnic, and geographic boundaries. Thus, the theory shows how popular culture promotes unity across societies. Additionally, the theory elaborates how popular culture has been made simple and accessible, especially since it has been impacted by commercialization and industrialization.
Critique of the Mass Cultural Theory
Scholars have poked holes on the Mass Cultural Theory with the view from below posing as significantly different noting that the working class often employs elements of popular culture as a way of striking a pose and do not result to their cultural conformity. Additionally, consumers of popular culture are not passive; thus, they have the ability to question what has been brought forward through commercialization. There arises the question of why the elite has to pass judgment on other cultures. Also, as a result of the audience not being passive, they can construct an identity from the various mass cultural elements. It is also worth noting that the diversity of popular culture, as indicated in the Mass Culture Theory makes it prone to varied interpretation.
Conclusion
In conclusion, popular culture may be viewed as the set of beliefs and objects that a given society holds dear. While these beliefs are thought to develop autonomously among the society members showing their interest and expression of their lives, Mass Cultural Theory shows that they may be imposed on the people by the elites. The desire to make profits has changed how popular culture evolves, thus affecting artistry and integrity since what is produced is primarily for markets.
References
Burns, G. (2016). A Companion to Popular Culture . Hoboken, NJ: John Wiley & Sons.
Cook, D. (1996). The Culture Industry Revisited: Theodor W. Adorno on Mass Culture . Lanham, MD: Rowman & Littlefield.
Lewis, J. (2002). Cultural Studies - The Basics . Thousand Oaks, CA: SAGE.
Smith, P. (2001). Cultural Theory: An Introduction . Hoboken, NJ: John Wiley & Sons.
Storey, J. (2018). What is popular culture? Cultural Theory and Popular Culture , 1-17. doi:10.4324/9781315226866-1
Wright, J. K. (2018). Empire and Black Images in Popular Culture . Jefferson, NC: McFarland.
