Chapter 2: Mass Communication and Culture

1. In This Chapter You Will Learn:

• Communication and culture

• Frankfurt School & critical cultural theory

• Gender and mass media

• Commercialization & commodification

• Popular culture

• Communication technology and culture

• Mass media and postmodern culture

2. What is Culture?

Two Definitions:

1. Aesthetic/Elitist View:

   • Culture refers to the refined arts (dance, drama, literature, music, visual arts).

   • Associated with high culture and elitism.

2. Anthropological/Sociological View:

   • Culture includes everyday behaviors, beliefs, customs, and practices.

   • It’s the environment in which individuals live.

Key Points:

• Culture belongs to society as a whole, not individuals.

• Types:

  • General Culture: Shared by the whole society.

  • Sub-cultures: Smaller cultural groups within the larger culture (e.g., youth culture).

3. Dimensions of Culture

1. Beliefs and Values:

• Beliefs: Ideas people accept as true.

• Values: Judgments about what is good, important, or desirable.

2. Rituals and Customs:

• Rituals: Routine actions associated with the culture.

• Customs: Rituals performed regularly over time, becoming expectations.

3. Cultural Artifacts:

• Physical or symbolic expressions of culture.

• Examples: Language, gestures, crafts, media content.

• Media itself is a cultural artifact.

4. Main Properties of Culture

• Collectively formed and practiced.

• Symbolic expression (e.g., songs, poetry).

• Systematic patterns passed across generations.

• Dynamic and evolving.

• Spatially located (unique in each region).

• Communicable across time and space (inherited by future generations).

5. Commodification of Culture

• Media commercializes cultural symbols for profit.

• Cultural Commodities: Products designed, packaged, and marketed to maximize consumer appeal (books, movies, songs).

• Commodification:

  • Threatens folk culture (traditional practices of indigenous groups).

  • Affects elite culture (high art) by forcing artistic works to be simplified to appeal to the masses.

• Popular culture is often a blend of folk elements, turned into a commercial product.

6. Popular Culture

• Examples: Nike, Adidas, Samsung, iPhone, Twilight, Miley Cyrus, One Direction, Glee, Facebook, Twitter.

• Popular Culture:

  • Artistic expression between folk and fine art.

  • Created for profit.

  • Designed for mass audiences.

  • Easy to understand and based on familiar themes.

  • Promoted through heavy advertising.

7. Criticisms of Popular Culture

• Originated in the 1930s from The Frankfurt School.

• Coined Cultural Industries — describing media companies as producers of mass consumer goods.

• Mass culture is seen as manufactured and manipulative.

8. Commercialization of Culture

• Media flooded with commercial content, undermining traditional culture.

• Audiences are exposed to messages encouraging constant consumption

Advertising’s Influence on Culture

• Shapes beliefs, values, and consumer habits.

• Reinforces customs (e.g., buying gifts for Aidilfitri).

• Embeds cultural artifacts (e.g., jingles, logos).

• Fuels desires for more consumer goods.

• Promotes individualism, materialism, and narcissism.

• Defines self-worth by appearance, possessions, and popularity.

9. Celebrities & Commercialization

• Celebrities: People with widespread recognition due to media visibility.

• Includes:

  • People famous for achievements.

  • Politicians.

  • Artists, actors, athletes (3As).

• Celebrities become commodities, using their fame for financial gain.

Celebrity Endorsements

• Celebrities promote products in ads, events, and social media.

• Product placements (brands appearing in movies and shows) help cover production costs.

• Advertorials: Articles disguised as news but actually advertisements.

• Infomercials: Long ads disguised as entertainment or education.

• Merchandising tie-ins: Licensing deals (e.g., McDonald’s Happy Meal toys based on movies).

10. Media Technology & Culture

Technological Determinism

• Technology shapes communication and, by extension, culture.

• Marshall McLuhan: "The medium is the message" — the medium itself influences culture more than the content.

Media Logic

• Media imposes its own logic on how events are presented, shaping how we see the world.

Technocracy vs. Technopoly

• Technocracy: Society solves problems using technology, with little regard for cultural impact.

• Technopoly: Technology becomes the central authority in all aspects of life.

Media Rules and Routines

• Media determines how much information can be included.

• Formats follow cultural conventions (e.g., left-to-right reading in books).

• Media routines shape audience expectations (e.g., daily newspapers).

11. Mass Media & Postmodern Culture

Postmodernism Key Features

• Rejects absolute truth.

• Views identity as fluid and constantly reconstructed.

• Acknowledges global interconnectedness, eroding national or cultural boundaries.

Postmodern Media Expressions

• Hyper-reality: Simulations of reality that lack real substance.

• Pastiche: Combining different styles, eras, or cultural elements into one work.

• Commercial focus: Postmodern culture is heavily tied to consumerism.

Examples:

• Music videos embody postmodern style with fragmented, superficial imagery, blending advertising with entertainment.