Popular Culture

Popular culture:dominant group achieved by engineering
Introduction:consensus by controlling cultural forms, he stated
Popular culture can be defined as culture thatthat the church promoted the acceptance of
prevails in a society that result from day to daybeliefs and culture that benefited the ruling class
interactions, needs and desires of everyday life.and therefore the survival of capitalism was as a
Popular culture has been shaped by the growth ofresult of acceptance.
mass media, emergence of new technologies andImportance of popular culture in business and
the development of industrial mass production,career:
mass communication studies define popular cultureThe understanding of popular culture is important
as those cultural texts that are continuouslyin business, popular culture is produced in order to
proposed by the mass media and are used inshape the perception of the masses, therefore
everyday life but they are differently interpretedwhen businesses are selling their products they will
by individuals, the word popular refers to the largehave to propose certain popular culture in order
audience of the cultural text. There are manyfor the consumers to accept the product, this can
forms of popular culture and some of theseonly be done through the mass media whereby a
include Films, fashion, Music, advertising, sports andcertain cultural text is proposed by the media in
magazinesorder to promote the product of the business.
Production of popular culture:Popular culture artefact:
Popular culture production comprises of two levelsMy choice is the world cup trophy game, this can
and they include the encoding level and thebe regarded as popular culture and the reason
decoding level, encoding occurs at the industrialwhy I choose this artefact is because it is one of
level where cultural text are proposed and putthe most popular artefact in the world whereby
together to produce popular culture. The decodingalmost all the countries in the world participate in
level refers to consumption of these culturalthe game in order to win the trophy, the games
texts, the decoding level refers to theare held every 4 years, during the games the
interpretation of these cultural text by themass media repeatedly highlights the scores and
audience, when the audience comes i9nto contactupcoming matches and much time is devoted to
with the cultural text he or she interprets itadvertising sponsors of the world cup.
differently.The following is a picture of the artefact:
Before the cultural text is released forImage retrieved from Goggle images (2009)
consumption the producers must first take intoWorld Cup trophy image, retrieved on 10th
consideration the interpretation of this culturalNovember, from
text, this include its effect, its influence, whether itThis is a unique form of popular culture given that
is entertaining and whether it instructs ofit is well known all over the world and is this form
persuades, other complex interpretations includeof popular culture is likely to be there for many
cognitive, emotional, ideology and behaviouryears to come, during the games the media
consequences. Production of popular culture isagenda all over the world at the time is usually
drawn from myths, beliefs, rituals and heroicthe FIFA world cup and the official sponsors of
ideals.the game.
Importance of popular culture:Reference:Harrington, Lee 2001. Popular Culture:
Popular culture is proposed by the mass mediaProduction and Consumption. New York: Blackwell
and given that the audience is large it plays apublishers
major role in the society, Antonio GramsciGoggle images (2009) World Cup trophy image,
introduced the concept of hegemony, hegemonyretrieved on 10th November, from
is the power that is exercised by one social groupStorey, John. 2004. Cultural Theory and Popular
to win the consent of the less dominant groupCulture. New Jersey: Prentice Hall press.
without using force, it is an ideology of the