Page 49 - Cultural Theory and Popular Culture an Introduction

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The culture of other people 33

previously accepted what was handed down to them or who had practically no aes-
thetic expression and reception’ (ibid.). Like Fiedler, Shils does not shy away from the
claim that America is the home of mass culture. He calls America ‘that most massive of
all mass societies’ (218). But he remains optimistic: ‘As a matter of fact, the vitality, the
individuality, which may rehabilitate our intellectual public will probably be the fruits
of the liberation of powers and possibilities inherent in mass societies’ (226). As Ross
(1989) suggests, in Fiedler’s essay, and in the work of other writers in the 1950s and
early 1960s,

the concept of ‘class’ makes a conditional return after its years in the intellectual
wilderness. This time, however, class analysis returns not to draw attention to
conflicts and contradictions, as had been the case in the thirties, but rather to serve
a hegemonic moment in which a consensus was being established about the non
antagonistic coexistence of different political conceptions of the world. Cultural
classes could exist as long as they kept themselves to themselves (58).

Cultural choice and consumption become both the sign of class belonging and the
mark of class difference. However, instead of class antagonism, there is only plurality
of consumer choice within a general consensus of the dangers within and the dangers
without. In short, the debate about mass culture had become the terrain on which to
construct the Cold War ideology of containment. After all, as Melvin Tumin (1957)
points out, ‘America and Americans have available to them the resources, both of mind
and matter, to build and support the finest culture the world has ever known’ (550).
The fact that this has not yet occurred does not dismay Tumin; for him it simply
prompts the question: How do we make it happen? For the answer, he looks to
American intellectuals, who ‘never before have . . . been so well placed in situations
where they can function as intellectuals’ (ibid.), and through the debate on mass
culture, to take the lead in helping to build the finest popular culture the world has ever
known.

The culture of other people

It is easy to be critical of the ‘culture and civilization’ tradition’s approach to popular
culture. Given the recent developments in the field of cultural theory, it is almost
enough to present a narrative of its approach to condemn it to populist disapproval.
However, it must be remembered that from a historical point of view, the tradition’s
work is absolutely foundational to the project of the study of popular culture in British
cultural studies. Furthermore, the impact of the tradition is difficult to overestimate: for
more than a century it was undoubtedly the dominant paradigm in cultural analysis.
Indeed, it could be argued that it still forms a kind of repressed ‘common sense’ in cer-
tain areas of British and American academic and non-academic life.