Shane Street

Communications 1010
2nd Academic Paper
The Societal Effects of Popular Culture

Shane Street

Communications 1010
2nd Academic Paper
The Societal Effects of Popular Culture

Popular culture has made a direct impact on the way we define

ourselves as individuals. From a young age, we are programming and
solidifying our concepts of individuality, and the way we perceive things. It is
an ignorant concept to believe that marketers are unaware of this truth, as
they attempt to capitalize upon it in every aspect of our lives.
Matthew Arnold defined popular culture as the best that has been
thought, and said in the world. (p. 350) This idea though, places importance
on the quality of the subject or culture itself. Our text separates popular
culture into two forms; High Culture: defined as forms of culture that
transcend time and could be appreciated by those of different cultural
backgrounds; and Low Culture: defined as on-mainstreamed forms of art or
activity not financially driven. I believe that last portion has generally
become the true dividing factor of high vs. low, and defines popular culture
entirely.
Fiske states popular culture is nearly always produced in a capitalist
system that sees the product of culture as commodities that can be
economically profitable. Often times in this light, I find myself thinking of
popular music and television. Many artists I associate with success, are often

actually poor examples of the cultures that they represent. Predominantly in

the rap genre, artists with unoriginal and negatively stimulating lyrics over
and over again find themselves on the radio, and at the top of Top 40 charts.
Why is it that these individuals are awarded with so much success, while
non-mainstream artists, with creative and colorful lyrics, promoting positive
messages to youth do so poorly? This feels like strategic marketing scheme,
promoting the idea of capitalism. Hip hop artists portray an image of
measuring self-worth by material goods to communities of primarily low
income demographics. They are voiceless on issues that low income areas
truly need, and promote drug use and selling, gang relations, crimes against
one another, degradation of women and sexuality, and idolize nonmonogamous relations.
These icons are placed on a podium, with an opportunity to generate
positivity, but instead promote unrealistic lifestyles to their listeners. They
are creating a listening audience consumed by consuming. Only able to
quantify self-worth by the amount of possessions they own, and doing so to a
demographic that statistically will never achieve this level of financial
success! Those that do use their position to promote constructive,
encouraging change, no longer find the support of mainstream forms of
publicity, i.e. radio, television, magazines, and social media and are
inevitably silenced. I believe popular culture itself is better defined as; the
strategically selective promotion and mainstream marketing of profitable art
forms as defined by a capitalistic system.

In that aspect, popular culture is pervasive. The images we see are

sorted and categorized subconsciously within our minds. The average
American is exposed to about 3000 advertising messages a day, and globally
corporations spend over $620 billion each year to make their products seem
desirable and to get us to buy them. (Union of Concerned Scientists
Website) These images have long term effects on the subconscious mind and
how we see ourselves and others. Many individuals struggle from young ages
with body image, attributing their understanding of what a good physique
should look like to images they are bombarded with daily though media
outlets.
We are at a time now, where body image, exercise, and health have
become popular culture. Where individuals are paid six figure salaries to
promote healthy lifestyle on social media, while wearing sponsor clothing.
Social media has become an inexpensive, and yet massively successful
venue for commercial advertisement. Even more, it has become strategically
concealed within the images of those we idolize and admire. CrossFit was
based on the idea of working out outside of traditional gym settings, using
non-traditional equipment, promoting not only healthy bodies, but healthy
lifestyles. I consider this version of CrossFit low culture in purity, not based
on economic capitalism. It was adopted and thus transcended to high culture
when it became profitable. Now the CrossFit we know, is done within gyms
whose subscriptions exceed 5 times the monthly cost of traditional gyms.
One can purchase special shoes, designed for CrossFitting, along with

clothing and supplements. All a perversion of an idea that originally stood for
having the ability to workout, anywhere, in anything.
Western Capitalism has redefined the meaning of popular culture. It
has historically taken successful low culture at the pivotal moment it
generates audience and transforms it into a marketable and profitable form
of high culture. It has been no secret that many art forms, created with pure
intentions, are perverted for the personal gain of the individual. In todays
society, there is so much momentum in this idea, the art doesnt necessary
have to be worthy, for it to be profitable. They will be listened too, they will
be watched, and we as the collective consciousness of consumerism, will
continue to be fermented by it.
References

Union of Concerned Scientists Website

http://www.ucsusa.org/publications/guide.ch1.html

Intercultural Communications in Context 6th Edition

by Judith Martin, Thomas Nakayama

Matthew Arnold

What Is Popular Culture?

John Fiske (pg. 351)

Signifigant characteristics of Pop Culture