Page 20 - Cultural Theory and Popular Culture an Introduction

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4 Chapter 1 What is popular culture?

how it operates to conceal, mask and distort gender relations in our society (see
Chapter 7). In Chapter 8 we will examine the ideology of racism.
A third definition of ideology (closely related to, and in some ways dependent on,
the second definition) uses the term to refer to ‘ideological forms’ (Marx, 1976a: 5).
This usage is intended to draw attention to the way in which texts (television fiction,
pop songs, novels, feature films, etc.) always present a particular image of the world.
This definition depends on a notion of society as conflictual rather than consensual,
structured around inequality, exploitation and oppression. Texts are said to take sides,
consciously or unconsciously, in this conflict. The German playwright Bertolt Brecht
(1978) summarizes the point: ‘Good or bad, a play always includes an image of the
world. ...There is no play and no theatrical performance which does not in some way
affect the dispositions and conceptions of the audience. Art is never without conse-
quences’ (150–1). Brecht’s point can be generalized to apply to all texts. Another way
of saying this would be simply to argue that all texts are ultimately political. That is,
they offer competing ideological significations of the way the world is or should be.
Popular culture is thus, as Hall (2009a) claims, a site where ‘collective social under-
standings are created’: a terrain on which ‘the politics of signification’ are played out in
attempts to win people to particular ways of seeing the world (122–23).
A fourth definition of ideology is one associated with the early work of the French
cultural theorist Roland Barthes (discussed in more detail in Chapter 6). Barthes argues
that ideology (or ‘myth’ as Barthes himself calls it) operates mainly at the level of con-
notations, the secondary, often unconscious meanings that texts and practices carry, or
can be made to carry. For example, a Conservative Party political broadcast transmitted
in 1990 ended with the word ‘socialism’ being transposed into red prison bars. What
was being suggested is that the socialism of the Labour Party is synonymous with
social, economic and political imprisonment. The broadcast was attempting to fix the
connotations of the word ‘socialism’. Moreover, it hoped to locate socialism in a binary
relationship in which it connoted unfreedom, whilst conservatism connoted freedom.
For Barthes, this would be a classic example of the operations of ideology, the attempt
to make universal and legitimate what is in fact partial and particular; an attempt
to pass off that which is cultural (i.e. humanly made) as something which is natural
(i.e. just existing). Similarly, it could be argued that in British society white, masculine,
heterosexual, middle class, are unmarked in the sense that they are the ‘normal’, the
‘natural’, the ‘universal’, from which other ways of being are an inferior variation on an
original. This is made clear in such formulations as a female pop singer, a black jour-
nalist, a working-class writer, a gay comedian. In each instance the first term is used to
qualify the second as a deviation from the ‘universal’ categories of pop singer, journal-
ist, writer and comedian.
A fifth definition is one that was very influential in the 1970s and early 1980s. It
is the definition of ideology developed by the French Marxist philosopher Louis
Althusser. We shall discuss Althusser in more detail in Chapter 4. Here I will simply
outline some key points about one of his definitions of ideology. Althusser’s main con-
tention is to see ideology not simply as a body of ideas, but as a material practice. What
he means by this is that ideology is encountered in the practices of everyday life and