Download - Popular Culture and the Media
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Popular Culture
&
Literature
Session 3
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• Bluetooth
• Blogging
• Reality shows
• YouTube (viral videos)
• Podcasting
• Search Engines
• E-books
• Digital library
• Smartphones
• Digital Imaging /Photography
• Tumblr
• Digital Animation in 2D/ 3D
• Digital Music
• Wi-Fi
• Printing technology
• Cable/ Satellite technology
• Gaming Technology
• Online Press
• 4D Cinema
• Blu ray
• Home Cinema
• Photoshop
• 3D Printing
• P2P
MEDIA & TECHNOLOGY
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MEMES
MEMES
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MEDIA &
TECHNOLOGY
Advertising/
MarketingEase of use
Visibility
Freedom of
expression
Curiosity
Accessibility Affordability
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From Nobodies to Celebrities
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Tumblr
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POP CULTURE & TELEVISION
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POP CULTURE & TELEVISION•
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POP CULTURE THEORIES
• Gender Theories
• Marxism & Hegemony
• Cultural Liberalism
• Liberal Pluralism
• Mass Society
• Cultural Industry
• Globalization of Culture
• Interactionism
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Popular
Culture
Achieved
popularity
with numbers
Mass
commercial
culture
Culture of
the people
Postmodern
Culture
Hegemonic
struggle ???
Not difficult
or scarce
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How ARTISTS Think
I don’t give a d*** about how others
feel about my work! It’s my creativity…
Who’s the artist, man? Am
just out to make some $$$
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POP CULTURE THEORIES
• Gender Theories
• Marxism & Hegemony
• Cultural Liberalism
• Liberal Pluralism
• Mass Society
• Cultural Industry
• Globalization of Culture
• Interactionism
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Popular
Culture
&
Gender
Gender
Stereotyping
Exploitation of
the Female BodySexual
Debauchery
Homophobia
Body Image
Perpetuating
Patriarchy
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Gender Stereotypes in Pop Culture
AdvertsFilms InternetMusicLiteratureTV Toys &
Animation
Celebrities
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Gender Stereotypes in Films
If you’re single you’re doomed!
Marriage is the ultimate happiness
The Alpha male The weaker sex!
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Deconstructing Gender
Stereotypes through Films
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Gender Stereotypes in Advertising
Homecare products and the housewife
stereotype
Female body exploitation
(male products)
Stereotyping beauty
(beauty products)
Stereotyping masculinity
(substance abuse)
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Ads against Gender Stereotypes
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Plus size models
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Gender Stereotypes
in Toys & Animation
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Gender Stereotypes in Music
Song Lyrics Music Videos
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Pop Culture, Cultural Marxism
& Cultural Hegemony
• Cultural Marxism texts must be analysed in relation to their historical
conditions of production, consumption and reception.
• The DOMINANT CULTURE theory (bourgeoisie v/s proletariat).
- Cultural Hegemony: Antonio Gramsci (1891 - 1937); domination of a culturally diverse
society by the economic ruling class.
- Althusserianism: Louis Pierre Althusser (1918 - 1990); ideology as a material practice.
Marxism + Empiricism knowledge is a product of sensory experience.
- Leavisism: Frank Raymond Leavis (1895 - 1978); socio-political power of cultural products.
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Hegemony - Pop: Culture of a Dominant Class?
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Hegemony - Pop: American Culture?
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Althusserianism
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Leavisism
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