Personal Details:-
Name: Drashti Joshi
Batch: M.A. Sem.3 (2022-2024)
Enrollment N/o.: 4069206420220016
Roll N/o.: 05
E-mail Address: drashtijoshi582@gmail.com
Assignment Details:-
Topic:- Culture studies and Popular culture
Paper: 205
Subject code & Paper N/o.: 22410
Paper Name:- Cultural Studies
Submitted to: Smt. S.B. Gardi Department of English M.K.B.U.
Date of submission: 27 November 2023
Points to Ponder:-
Introduction
What is Cultural Studies?
What is Popular Culture?
Example of Popular Culture
Conclusion
Abstract:-
This study explores the symbiotic relationship between cultural studies and popular culture. Cultural studies, drawing from multiple disciplines, analyses power structures and identity formation. Concurrently, popular culture, a dynamic reflection of societal preferences, serves as a rich field for cultural studies research. This paper navigates this interplay, showcasing how cultural studies lenses dissect media representations and societal issues within popular culture, providing a nuanced understanding of the reciprocal influence between cultural analysis and societal dynamics.
Keywords:- Cultural Studies, Popular Culture, Interdisciplinary, Power Relations, Identity Formation, Media Representations, Societal Dynamics.
Introduction:-
“cultural studies understands popular culture to be an arena of consent and resistance in the struggle over cultural meaning”
Popular culture is the set of practices, beliefs, and objects that embody the most broadly shared meanings of a social system. It includes media objects, entertainment and leisure, fashion and trends, and linguistic conventions, among other things. Popular culture is usually associated with either mass culture or folk culture, and differentiated from high culture and various institutional cultures (political culture, educational culture, legal culture, etc.). The association of popular culture with mass culture leads to a focus on the position of popular culture within a capitalist mode of economic production. (Kidd)
Through this economic lens, popular culture is seen as a set of commodities produced through capitalistic processes driven by a profit motive and sold to consumers. In contrast, the association of popular culture with folk culture leads to a focus on subcultures such as youth cultures or ethnic cultures. Through this subculture lens, popular culture is seen as a set of practices by artists or other kinds of culture makers that result in performances and objects that are received and interpreted by audiences, both within and beyond the subcultural group.
The study of popular culture has come of age, primarily as it is now a deeply rooted area of concern for the well-established domain of cultural studies. Popular culture may be taken to be “the culture that appeals to, or that is most comprehensible by, the general public”. (Storey)
What is Cultural Studies?
Cultural studies is a relatively new interdisciplinary field of study, which came into being in the UK in the post-war years. It emerged out of a perceived necessity on the part of two of its founding figures, Raymond Williams and Richard Hoggart. It came to fruition, however, in circumstances that, as its third founding figure Stuart Hall often acknowledged, contested its legitimacy. (McRobbie)
Why did it seem necessary to give an academic label to the kind of research Williams, Hoggart and then Hall were engaged in? Each of these thinkers knew there was a minor tradition of studying culture ‘from below’; that is, the cultural practices and rituals of everyday life associated with ordinary people, or with groups and populations who did not belong to the powerful social classes or to the political elites. All three figures were trained in English Literature. Williams looked to writers like D H Lawrence and Thomas Hardy, whose work drew on experiences of poor mining or farming communities as they were undergoing transitions and displacement brought about by urban modernity. Richard Hoggart grew up in a working-class neighbourhood in Leeds and went on to become a ‘scholarship boy’. He produced what quickly came to be seen as a classic work, puzzlingly titled The Uses of Literacy, which was based partly on his personal memory of the habits, rituals and everyday lives of the people who lived in his own neighbourhood from the interwar period through to the post-war years. (McRobbie)
Cultural studies is an interdisciplinary academic field that emerged in the mid-20th century. It involves the critical analysis and examination of culture in its various forms, including literature, media, art, music, and everyday practices. Cultural studies seeks to understand how culture shapes and is shaped by social, political, economic, and historical contexts.
Key aspects of cultural studies include:
1. Interdisciplinarity:
Cultural studies draws on insights and methodologies from various disciplines such as sociology, anthropology, literary theory, media studies, and history. This interdisciplinary approach allows scholars to explore culture from multiple perspectives.
2. Power Relations:
Cultural studies often focuses on power dynamics within culture, examining how certain groups or ideologies dominate and influence others. Concepts like hegemony and resistance are crucial in understanding these power relations.
3. Identity and Representation:
The field explores how cultural products and practices contribute to the construction of individual and group identities. This includes the study of how different social groups are represented in media and other cultural forms.
4. Ideology:
Cultural studies analyses the ideologies embedded in cultural artefacts. It investigates how cultural texts reflect and perpetuate societal beliefs, values, and norms, as well as how these ideologies can be contested or subverted.
5. Cultural Identity:
Examining how individuals and communities define themselves through cultural practices and symbols is a central theme. Cultural studies acknowledges the fluid and dynamic nature of cultural identity.
6. Social Change:
Scholars in cultural studies are often interested in how cultural practices contribute to or resist broader social changes. This involves studying the ways in which culture interacts with and influences societal structures and institutions.
Overall, cultural studies provides a framework for understanding the complex relationship between culture and society. It encourages a critical examination of cultural phenomena and challenges traditional disciplinary boundaries, fostering a holistic approach to the study of human expression and meaning-making.
According to cultural studies, culture is not understood just as a text or an artistic product like a movie, music, play or book, but it is a dynamic and complexly patterned way of life. Cultural studies will explore a wide variety of cultural forms and practices; this includes our race, nation, class, gender, what we consume, popular media, popular culture, the world we live in, and the ideologies that govern us. Cultural studies will also give you the tool to analyse cultural practices, representations, different identities, and also different rituals and beliefs. (Vijay)
“Cultural studies is composed of elements of Marxism, new historicism, feminism, gender studies, anthropology, studies of race and ethnicity, film theory, sociology, urban studies, public policy studies, popular culture, and postcolonial studies.” -Wilfred L. Guerin
What is Popular Culture?:-
Pop culture is easily accessible to the masses. It is a subset of culture that the majority participates in, making it a familiar topic of conversation within mainstream society. For example, pop music, short for popular music, is a type of pop culture, and the majority of Americans enjoy listening to and talking about pop music on a daily basis. In the 80s, Michael Jackson was the King of Pop. In the 90s, Mariah Carey ruled the scene, and today, Beyonce has taken the reins. In this case, the United States is the larger culture, and pop is a subset of American culture that can be enjoyed by most in U.S. society.
Pop culture is often spread via media including, radio, television, news, and more commonly in today's world, social media, such as Facebook and Twitter. This ease of information flow is what makes pop culture so accessible; high culture requires wealth for attendance, but pop culture simply requires turning on the television, or just taking a look at the nearest magazines and billboards. And while pop culture is considered low-brow when compared to the refined tastes of high culture, the fact is that pop culture has just as much, if not more, value in society. High culture may be associated with education, but when teachers make pop culture references in their lessons, students are more likely to listen as they find the material to be relatable and relevant. Nowadays, it's common for curriculums to include hip hop and rap as a means for teaching language, literature, and history, for example. (DelValley)
The following are examples of pop culture in today's world:
Basketball, both College and the NBA
Reality television, such as Survivor or Keeping Up With the Kardashians
Singing competitions like American Idol or The Voice
Female rap, such as that of Nicki Minaj and Cardi B
K-pop Bands, such as Blackpink and BTS
Fast food such as McDonald's, Subway, or Chick-fil-A
Role Playing Games like Dungeons & Dragons
Korean Dramas like Squid Game
Popular culture (sometimes also referred to as mass culture or mass media) refers to the sets of beliefs, practices, and cultural objects of a society. Popular Culture Studies overlaps considerably with Material Culture Studies, which examines the social significance of the manufacture, industry, trade, value, and consumption of material objects.
Examples of Popular Culture:-
Popular culture encompasses a wide range of phenomena that capture the attention and interest of a large audience. Examples of popular culture can include:
1. Movies and Television Shows: Marvel Cinematic Universe (MCU):
A multi-billion-dollar film franchise that interconnects superhero narratives, featuring iconic characters like Iron Man, Thor, and Black Panther. The MCU has had a significant impact on global pop culture.
2. Music: Taylor Swift's Pop Dominance:
Taylor Swift, known for her catchy pop anthems and autobiographical songwriting, has become a global pop sensation, influencing contemporary music trends and amassing a massive fan base.
3. Fashion Trends: Athleisure Wear:
The fusion of athletic and leisure clothing, exemplified by brands like Nike and Lululemon. This trend reflects a shift toward comfortable yet stylish clothing for various occasions beyond the gym.
4. Social Media: Instagram Reels:
Short-form video challenges on Instagram, such as dance trends or comedy skits, often go viral and influence mainstream culture. These challenges are participatory and have a global impact.
5. Sports: FIFA World Cup:
The premier international football (soccer) tournament captivates a global audience, fostering a shared passion for the sport and generating cultural moments that transcend national boundaries.
6. Technology: Smartphone Revolution:
The widespread adoption of smartphones has transformed how people communicate, access information, and engage with entertainment. Brands like Apple's iPhone have become iconic symbols of this technological shift.
7. Celebrities: Elon Musk's Entrepreneurial Persona:
Elon Musk, known for his role in founding and leading companies like Tesla and SpaceX, has become a charismatic and influential figure, shaping discussions about technology, space exploration, and the future.
8. Gaming: Fortnite Phenomenon:
The online multiplayer game Fortnite gained immense popularity, becoming a cultural phenomenon with its unique blend of gaming, social interaction, and in-game events. It has redefined gaming experiences for a diverse audience.
These examples highlight the depth and impact of popular culture, showcasing how various elements permeate daily life and contribute to the formation of shared experiences and cultural identity on a global scale.
Conclusion:-
In conclusion, the dynamic and ever-evolving landscape of popular culture serves as a captivating mirror reflecting the shared interests, values, and trends of a diverse global audience. From blockbuster films and chart-topping music to viral social media challenges and influential technological innovations, these examples underscore the profound influence of popular culture in shaping our collective experiences. As a lens through which we view societal shifts, cultural studies provide valuable insights into the intricate connections between culture, identity, and power dynamics. In appreciating the richness of popular culture, we gain a deeper understanding of the threads that weave our global tapestry, illustrating how these cultural phenomena not only mirror our present but also contribute to the ongoing narrative of human expression and interconnectedness.
References:-
Currier, Lindsey. “Cultural Studies - A Definition - TEWWG.” TEWWG - Cultural Studies Lens, https://theireyes-cultural.weebly.com/cultural-studies---a-definition.html. Accessed 25 November 2023.
DelValley, Nichole. “High and Popular Culture | Definition & Examples - Video & Lesson Transcript.” Study.com, https://study.com/academy/lesson/cultural-diversity-ethnocentrism-cultural-relativism-cultural-subsets.html. Accessed 25 November 2023.
Kidd, Dustin. “Popular Culture - Sociology.” Oxford Bibliographies, 28 February 2017, https://www.oxfordbibliographies.com/display/document/obo-9780199756384/obo-9780199756384-0193.xml. Accessed 24 November 2023.
McRobbie, Angela. “What is cultural studies?” The British Academy, 18 August 2020, https://www.thebritishacademy.ac.uk/blog/what-is-cultural-studies/. Accessed 25 November 2023.
Storey, John. “Making Sense of Popular Culture.” Cambridge Scholars Publishing, https://www.cambridgescholars.com/resources/pdfs/978-1-4438-5051-3-sample.pdf. Accessed 24 November 2023.
Vijay, Sayant. “What is Cultural Studies?” TC Global, 19 May 2022, https://tcglobal.com/what-is-cultural-studies/. Accessed 25 November 2023.
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