Depth Study: Popular Culture

Depth Study: Popular Culture

Key concepts

• Access- the ability of persons in society to consume popular culture. Without widespread access, popular culture cannot exist. Who has access and how do they get it?
• Ideology – the system and ways in which we view the world
• Socialisation- the factors that influence who you are as a person an what impacts your views and what is considered to be socially acceptable. Norms created by various popular cultures can influence the way you behave.
• Conflict- issues that arise between individuals, groups and societies. Popular cultures can both spark and diffuse conflict. Is there consensus or disagreement over the values attached to your popular culture or the time spent interacting with that popular culture?
• Change- a key aspect of popular culture is that they change over the time. The rate of change may vary but there is a constant development and innovation of popular culture
• Consumption- refers to you and the way one interacts with the popular culture. Aspects such as time/ money spent on associated commercial products. Also, reactions to the popular culture are included.
• Globalisation- the process of breaking down barriers between nations has been sped up by popular culture. It operates across national borders fostering a connection between nations. It is mainly a western concept as transnational companies (TNC’s) and consumers have more disposable income to spend on popular culture
• Institutional power- the degree of power that established systems such as the government, businesses or religious groups may hold over consumers and what is produced. It may be concerned with standards, regulations and revenue.
• Continuity- the extent to which a popular culture has remained constant over time. it may be the basic elements or the primary activity while other aspects have changed greatly.
• Self- refers to you and how you perceive yourself. It also include the way in which interacting with popular cultures can shape your identity, self-perceptions and perceptions of others.
• Influence- the degree, to which aspects of popular culture, whether that isideas businesses, time etc, directs the thoughts, actions or time of people towards something they would not normally adhere to. These can be positive and negative influences.
• Mythology-the creation of fictional characters, plots and ideas. They may be based on truth but have since been embellished and serve to maintain society’s interest in order to increase revenue.
• Identity- engaging with the popular culture provides the consumer with a particular identity (i.e. surfing culture). Common traits, language, actions and interests form part of group identity. It also incorporates self-identity.
• Heroes- are used to represent current social values and ideals, appealing to mass audience and thereby attracting consumers.
• Text- any forms of symbolic representations of meaning that take on physical form, for example, writing, film, television, pop stars, and sporting events and so on.
• Ideology- maps of meaning in which they are represented as universal truths are historically specific understandings that obscure and maintain power.
• Hegemony- implies a situation where a block of powerful group exersise social authority and leadership over subordinate groups through winning their consent.
• Paraphernalia- items or equipment that accompanies popular culture
• Revenue- the income of government from taxation duties, customs or other sources. Appropriated to payment of public services

1. identify the distinguishing characteristics of popular culture

Associated with commercial products- the accessories, upgrades, stationary, food products associated with the popular culture help generate more money and create widespread familiarity to the popular culture.

Development from local to national to global level- after success on a small scale, popular culture moves onto to national level where consumers of similar cultural norms are able to guarantee the rising popularity of the product. Then it can release its potential to the international market where the profit motive plays a huge role in the expansion. The rate of development is now rapid due to technology and ready access to international media (news, live realityTV).

Allowing of wide spread access- access is dependent on a range of factors

• environment: rural opposed to urban, dominant energy sources
• micro: influence of media upon family
• affluence: rich vs. poor
• portability
• Institutional power: i.e. the government controls the censorship, codes of practice and preservation of traditional cultures. Music clips, advertisements, video games and movies can be banned from Australia for explicit content.

Constant changing and evolving- In order to satisfy consumers and maintain popularity, PCs must adapt regularly with society’s changing rends and preferences. It is also in the producers interests to stimulate change, creating a ‘need’ to consume or ‘keep up’ to generate more profit. An example can include the iPhone 5, the latest from apple consisting of a new charger different to the universal past editions.

1. examine (inquire into) interaction with popular culture

Focus study- Australian Television

1. Trace the origins of popular culture-

Origin- first picture produced in England 1878 (experimentation). Post 1953 colour television was introduced. Only became open to English public in 1930s. Public broadcasting occurred in the 1930’s, rapidly developed post WW2. Television became the dominant form of media mid 1950s, overtaking cinema and becoming a leading role in production and consumption of popular culture. In Australia, television started in 1956. Prime time until in 1963, almost all program material was of foreign origin. Furthermore, 95% of television revenue derived from advertising for mostly all TNC’s.

1. Outline the development from local to national to global level

Local Development- only in the 1960s local stations was introduced to bring about local affairs, news and weather.

National Development-

• First introduced in Australia in 1956, “Good evening, and welcome to television.”- Bruce Gynell
• first channels were Seven and Nine, mainly covering news.
• Colour was first introduced in 1978.
• In the 1980’s Australia began importing foreign programs, affecting cultural identity

Global Development-

• all hardware/ technical origins are created overseas.
• All developments now made elsewhere- surround sound, blue ray, 3d vision, lost antennae etc. , LCD
• expansion was a result of transnational corporations.
• The television has been the driving force behind globalisation
• Shows are viewed worldwide to form new popular cultures like the Simpsons, world cup soccer etc.

1. Consider the role of mythology in creation and perpetuation of popular culture

Mythology involves the beliefs that are created. They may contain some truth but are generally an exaggeration.

Mythology generally exists for commercial exploitation. They depict nuances of everyday life but are exaggerated in terms of relationships, romance, humour and violence in order to make it marketable, as consumers generally enjoy watching programs that are an escape from reality. Mythology ads to the storyline which then perpetuates program loyalty and habitual viewing, which is what owners aim for. The creation of fictional characters and plots may be based on truth but are embellished to serve and maintain society’sinterest to increase revenue. Television shows present an idealisedperspective of a society and consumers ‘buy’ in the ‘reality’ presented.

Example, the Anzac myth: mateship, larrikinism (have a laugh in the toughest of times). Portrayed through Bondi rescue, news broadcasts of floods, the mine disaster.

Heroes: in television are used to represent social values and ideals. They have to appeal to a mass audience and thereby attract consumers

1. Identify consumers of popular culture

The consumers are the general public. Television is so imbedded in Australia’s culture that it is classified as an everyday ritual (i.e. during dinner time, families watch television whilst eating rather than interacting). ABS states that every household owns a television, 67% have two or more and 28% have three or more. Consumerist patterns are broken down into categories such as age and gender, for example830 to 930am attracts younger audiences and children’s television is dominant between 4pm to 430pm. Ages over 55 watch the most television (perhaps due to retirement) and children/ teens are the lightest users, although is increasing due to a growing sedentary culture.Males watch more television on average and engage in more action genres and females prefer watching soaps, game style and romance programs. There are no consistent viewing trends based on environmental factors such as urban/ rural location, rent apartment or how many occupants live in the house

Time affects consumption. The global average time for television consumption is three hours and thirty nine minutes daily whereas Australians on average watch 5 hours. Parasocial interaction was theorised in 1956 (LivingstoneLunt, 1994), expressing that audiences experience face to face communication when watching television.

1. Identify the processes involved in consumption and the nature of the product

Nature of product-

• Is informative and rationalises- i.e. the local news and weather
• Provides an escapism from reality
• In a way provides face to face communication. We develop an intimacy with characters and well known personas. I.e. the death of Cory Monteith

Processes involved in consumption-

• Must gratify the needs of entertainment and satisfaction; adventure, curiosity and advise seeking.
• Functions through advertising. Must be approved by the owners and consumers

1. consider aspects of continuity and change in consumption

• core prime time- genre of programs
• times for viewership- investigation, news, children/ preschool programs
• reflect predominant social values and elicits public discussion
• Issues are relevant
• Initiates social trends
• Reliance on advertising
• Popularity of old shows through re runs
• reflect current trends and fashion
• mass audience appeal

• increased marketing opportunities and paraphernalia
• improvement of production quality
• diversification of genres
• increased opportunities to hesitate
• multiple sets per household
• over consumption, stationary lifestyle
• increased interaction- Facebook, twitter
• technology and accessibility increased

1. examine role of media in consumption and interaction

Media is the main delivery of news and current affairs. Television news is often the highest rated and is scheduled during primetime on al stations. Television media is highly competitive with the delivery of news and as a result is a ruthless completion and often involves article being angled at a certain view to please a subgroup (i.e. a homophobic article to reel conservative viewers). It is up to the individual to take on board critical discernment (approaching topics without bias and sensationalism) of what is displayed on television by the media. Level of consumers attracts advertisers.

Media outside of television- plays as the watchdog of what is portrayed by the media. Magazines and papers create heroes of television (i.e. Dame Edna, Bert Newton) and contribute to gossip, show ratings and create promotion opportunities. The popularity of television is constantly followed by secondary media to boost revenue.

Watchdog- provides social commentary; analysing, critiquies program as well as ensures degrees of accountability in reporting and presentation.

Television is a form of media. The consumption of television allows the individual the interaction and acknowledgment of all issues surrounding the world. News headlines are expressed consistently through the day to update individuals of all global, national and local affairs, ranging from weather, crime, new public health campaigns and legislative action. The fact that 88% of the population refer to free to air television as a first source of news and current affairs sustains its power of the masses.

1. consider the role of heroes and mythology

Mythology: is the creation of fictional characters, plots and ideas. They are generally bias of the truth but are established and serve to increase revenue and maintain society’s interest. The myths created by television reflect current values ad perpetuate a societies perception of itself.

• Australian (ANZAC) myth: larrikinism in Bondi rescue. They face death and danger daily but manage to make the best and laugh over the experiences.
• Natural disasters: the idea that regardless of circumstances and relationships with those in need of help, people support one another. This is glamourized in news articles with segments of how fire-fighters from Melbourne travel to Queensland bushfires.

Heroes: in television represent social values and ideals. They appeal to a mass audience and attract consumers. For eample Bert Newton, He is a paternal caring character, always eager to make people laugh and see the positives.

Role: to make television relatable as well as provide a degree of sensationalism to reel in viewers. Heroes and mythology have shaped Australian outlooks and values.

1. identify associated paraphernalia

This includes the equipment or items that assist the popular culture.

• DVDs- are generally available months after a movie/ television program is released. Can be rented or bought
• The Logies create hype and general interest for the popular culture and earn great coverage, are televised live and re reported in magazines/ papers
• Songs- can represent the cliff hanger of the final episode (Chasing cars in Greys anatomy)
• TV week, soap opera magazines
• DVD player, set top boxes, subscriptions and TV guides

1. consider role of technology in the interactive process

• allow accessibility 24/7: now available in smartphones, ability to record TV programs
• currently occurring at a rapid rate to meet the demand of busy consumers (i.e. working, little leisure time for many)
• increase quality in terms of picture, sound, size of LCD- increases the need to witness the television experience
• Technology is increasing the fashion of television, similar to smartphones, people are buying new televisions for the new features (i.e. touchscreen), not because their last one is broken.
• Increasing portability- pads, dvd players
• Subtitles- has increased access to television

1. examine influence of business, marketing and/ or advertising

Marketing- often television complains are released in combination with other forms of advertising on billboards, buses and in magazines

Businesses- Such as Tourism Australia have advertised their businesses to spark controversy, and therefore more attention. The Where the Bloody hell are you ads were banned in Britain but gained more publicity than imagined.

Advertising- television is second to newspapers in terms of advertising expidenture (34%). Often during Saturday morning cartoons, advertisement includes junk food and toys. This has been so influential on children that advertising is banned during preschool shows, and Saturday morning ads can only run for 5 minutes.

1. identify the stakeholders in the control popular culture, including media, groups, marketers, governments, family and peers

• Stakeholders are anyone who have a vested interest in or is affected by an issue. These include media, marketers, goverenments and families.
• Media- control what viewers see and when. They determine what is newsworthy. In terms of control of the media, Nine has 31.5% share of the market in the past decade, then seven with 29.7% followed by Ten with 21.3%
• Marketers- provide funding, control what products are advertised.
• Government- provide funding to back up the Australian Identify. The Special Broadcasting Service (SBS) for example was created by the commonwealth in 1978 to cater for multilingual services and reflect Australia’s multicultural identity.
• Family- includes unofficial censorship, parents set limits for what the children can watch and when. Can make formal complaints on what is presented (i.e. sex scenes)
• Peers- conversations at school

1. consider the ownership of popular culture

• BroadcastingServices Act (1992)- regulates ownership and control of commercial television and radio broadcasters that use broadcasting service bands
• Trade Practices Act (1974)- regulates activities of Australian corporations to prevent anti-competitive conduct and to ensure
• Foreign Acquisitions and Takeovers Act (1975) - regulates the acquisition of Australian property and businesses by foreigners.

1. Examine the issue of access including age: class, gender, location, ethnicity and sexuality

• Class- shows like Gossip Girl are portrayed through higher class. This makes the show more interesting as they characters are detached through their titles, but relatable through their flaws and experiences
• Age- target audiences heavily impact the times of certain shows. For example, cartoons for children are generally show weekday mornings (7 to 9) and Saturday mornings
• Gender- Generally, males prefer are more likely to watch action genre show where females prefer drama
• Location- has no real impact on access; both urban and remote homes contain an average of 3 TV’s and have the exact hours of consumption 24/7.
• Ethnicity- some cultures may find the content of television shows offensive due to activates (smoking, binge drinking, drug use) and fashion.
• Sexuality- acceptance of homosexuality through programming like Queer eye for the straight guy, open discussions of sex hrough shows like Sex and the City

1. consider the role of official and unofficial censorship

Official censorship: Since television attracts a mass audience it is subject to restriction. The regulation of program material is a commonwealth responsibility, undertaken by the Broadcasting Service Act 1992. The Australian broadcast authority determine standards of children television