Popular Culture

&

Literature

Session 3

• Bluetooth

• Blogging

• Reality shows

• Facebook

• Twitter

• YouTube (viral videos)

• Podcasting

• Search Engines

• E-books

• Digital library

• Smartphones

• Digital Imaging /Photography

• Tumblr

• Digital Animation in 2D/ 3D

• Digital Music

• Wi-Fi

• Printing technology

• Cable/ Satellite technology

• Gaming Technology

• Online Press

• 4D Cinema

• Blu ray

• Home Cinema

• Instagram

• Photoshop

• 3D Printing

• P2P

MEDIA & TECHNOLOGY

MEMES

MEMES

MEDIA &

TECHNOLOGY

Advertising/

MarketingEase of use

Visibility

Freedom of

expression

Curiosity

Accessibility Affordability

From Nobodies to Celebrities

Twitter

Tumblr

POP CULTURE & TELEVISION

POP CULTURE & TELEVISION•

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POP CULTURE THEORIES

• Gender Theories

• Marxism & Hegemony

• Cultural Liberalism

• Liberal Pluralism

• Mass Society

• Cultural Industry

• Globalization of Culture

• Interactionism

Popular

Culture

Achieved

popularity

with numbers

Mass

commercial

culture

Culture of

the people

Postmodern

Culture

Hegemonic

struggle ???

Not difficult

or scarce

How ARTISTS Think

I don’t give a d*** about how others

feel about my work! It’s my creativity…

Who’s the artist, man? Am

just out to make some $$$

POP CULTURE THEORIES

• Gender Theories

• Marxism & Hegemony

• Cultural Liberalism

• Liberal Pluralism

• Mass Society

• Cultural Industry

• Globalization of Culture

• Interactionism

Popular

Culture

&

Gender

Gender

Stereotyping

Exploitation of

the Female BodySexual

Debauchery

Homophobia

Body Image

Perpetuating

Patriarchy

Gender Stereotypes in Pop Culture

AdvertsFilms InternetMusicLiteratureTV Toys &

Animation

Celebrities

Gender Stereotypes in Films

If you’re single you’re doomed!

Marriage is the ultimate happiness

The Alpha male The weaker sex!

Deconstructing Gender

Stereotypes through Films

Gender Stereotypes in Advertising

Homecare products and the housewife

stereotype

Female body exploitation

(male products)

Stereotyping beauty

(beauty products)

Stereotyping masculinity

(substance abuse)

Ads against Gender Stereotypes

Plus size models

Gender Stereotypes

in Toys & Animation

Gender Stereotypes in Music

Song Lyrics Music Videos

Pop Culture, Cultural Marxism

& Cultural Hegemony

• Cultural Marxism texts must be analysed in relation to their historical

conditions of production, consumption and reception.

• The DOMINANT CULTURE theory (bourgeoisie v/s proletariat).

- Cultural Hegemony: Antonio Gramsci (1891 - 1937); domination of a culturally diverse

society by the economic ruling class.

- Althusserianism: Louis Pierre Althusser (1918 - 1990); ideology as a material practice.

Marxism + Empiricism knowledge is a product of sensory experience.

- Leavisism: Frank Raymond Leavis (1895 - 1978); socio-political power of cultural products.

Hegemony - Pop: Culture of a Dominant Class?

Hegemony - Pop: American Culture?

Althusserianism

Leavisism