Page 28 - Cultural Theory and Popular Culture an Introduction

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12 Chapter 1 What is popular culture?

Popular culture is a site where the construction of everyday life may be examined.
The point of doing this is not only academic – that is, as an attempt to understand
a process or practice – it is also political, to examine the power relations that con-
stitute this form of everyday life and thus reveal the configurations of interests its
construction serves (Turner, 1996: 6).

In Chapter 10, I will consider John Fiske’s ‘semiotic’ use of Gramsci’s concept of
hegemony. Fiske argues, as does Paul Willis from a slightly different perspective (also
discussed in Chapter 10), that popular culture is what people make from the products
of the culture industries – mass culture is the repertoire, popular culture is what people
actively make from it, actually do with the commodities and commodified practices
they consume.
A sixth definition of popular culture is one informed by recent thinking around the
debate on postmodernism. This will be the subject of Chapter 9. All I want to do now
is to draw attention to some of the basic points in the debate about the relationship
between postmodernism and popular culture. The main point to insist on here is the
claim that postmodern culture is a culture that no longer recognizes the distinction
between high and popular culture. As we shall see, for some this is a reason to celebrate
an end to an elitism constructed on arbitrary distinctions of culture; for others it is a
reason to despair at the final victory of commerce over culture. An example of the sup-
posed interpenetration of commerce and culture (the postmodern blurring of the dis-
tinction between ‘authentic’ and ‘commercial’ culture) can be found in the relationship
between television commercials and pop music. For example, there is a growing list of
artists who have had hit records as a result of their songs appearing in television com-
mercials. One of the questions this relationship raises is: ‘What is being sold: song or
product?’ I suppose the obvious answer is both. Moreover, it is now possible to buy
CDs that consist of the songs that have become successful, or have become successful
again, as a result of being used in advertisements. There is a wonderful circularity to
this: songs are used to sell products and the fact that they do this successfully is then
used to sell the songs. For those with little sympathy for either postmodernism or the
celebratory theorizing of some postmodernists, the real question is: ‘What is such a
relationship doing to culture?’ Those on the political left might worry about its effect
on the oppositional possibilities of popular culture. Those on the political right might
worry about what it is doing to the status of real culture. This has resulted in a sus-
tained debate in cultural studies. The significance of popular culture is central to this
debate. This, and other questions, will be explored in Chapter 9. The chapter will also
address, from the perspective of the student of popular culture, the question: ‘What is
postmodernism?’
Finally, what all these definitions have in common is the insistence that whatever
else popular culture is, it is definitely a culture that only emerged following industrial-
ization and urbanization. As Williams (1963) argues in the ‘Foreword’ to Culture and
Society, ‘The organising principle of this book is the discovery that the idea of culture,
and the word itself in its general modern uses, came into English thinking in the period
which we commonly describe as that of the Industrial Revolution’ (11). It is a