Page 45 - Cultural Theory and Popular Culture an Introduction

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Mass culture in America: the post-war debate 29

of the parameters of the debate – what is at stake in the debate, and who are the prin-
cipal participants.
Bernard Rosenberg (co-editor with David Manning White) argues that the material
wealth and well-being of American society are being undermined by the dehumaniz-
ing effects of mass culture. His greatest anxiety is that, ‘At worst, mass culture threatens
not merely to cretinize our taste, but to brutalize our senses while paving the way to
totalitarianism’ (1957: 9). He claims that mass culture is not American by nature, or
by example, nor is it the inevitable culture of democracy. Mass culture, according to
Rosenberg, is nowhere more widespread than in the Soviet Union. Its author is not
capitalism, but technology. Therefore America cannot be held responsible for its emer-
gence or for its persistence. White (1957) makes a similar point but for a different pur-
pose. ‘The critics of mass culture’ (13), White observes, ‘take an exceedingly dim view
of contemporary American society’ (14). His defence of American (mass) culture is to
compare it with aspects of the popular culture of the past. He maintains that critics
romanticize the past in order to castigate the present. He condemns those ‘who discuss
American culture as if they were holding a dead vermin in their hands’ (ibid.), and yet
forget the sadistic and brutal reality of animal baiting that was the everyday culture in
which Shakespeare’s plays first appeared. His point is that every period in history has
produced ‘men who preyed upon the ignorance and insecurities of the largest part of
the populace . . . and therefore we need not be so shocked that such men exist today’
(ibid.). The second part of his defence consists of cataloguing the extent to which high
culture flourishes in America: for example, Shakespeare on TV, record figures for book
borrowing from libraries, a successful tour by the Sadler’s Wells Ballet, the fact that
more people attend classical music events than attend baseball games, the increasing
number of symphony orchestras.
A key figure in the debate is Dwight Macdonald. In a very influential essay, ‘A the-
ory of mass culture’, he attacks mass culture on a number of fronts. First of all, mass
culture undermines the vitality of high culture. It is a parasitic culture, feeding on high
culture, while offering nothing in return.

Folk art grew from below. It was a spontaneous, autochthonous expression of the
people, shaped by themselves, pretty much without the benefit of High Culture, to
suit their own needs. Mass Culture is imposed from above. It is fabricated by tech-
nicians hired by businessmen; its audience are passive consumers, their participa-
tion limited to the choice between buying and not buying. The Lords of kitsch, in
short, exploit the cultural needs of the masses in order to make a profit and/or to
maintain their class-rule . . . in Communist countries, only the second purpose
obtains. Folk art was the people’s own institution, their private little garden walled
off from the great formal park of their masters’ High Culture. But Mass Culture
breaks down the wall, integrating the masses into a debased form of High Culture
and thus becoming an instrument of political domination (1998: 23).

Like other contributors to the debate, Macdonald is quick to deny the claim that
America is the land of mass culture: ‘the fact is that the U.S.S.R. is even more a land