Theories of Mass Culture
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1 Theories of Mass Culture Sociology of Popular Culture, Week 2 2/4-2/8 - Prof. Liu / UMass Boston / Spring 2013
2 Mass culture Mass production: Fordism Mass consumption Mechanical reproduction The masses Mass media
3 Georg Simmel Culture is the cultivation of individuals through the agency of external forms which have been objectified in the course of history. The Metropolis and Mental Life (1903) Traditional rural/small town: emotional, subjective relationships, steady customs Modern urban/metropolitan centers: rational, objective relationships, constant change, money economy
4 Objective culture Money economy reduces quality and individuality of things to quantitative value (exchange value) Punctuality, calculation, exactitude-->intellectual relationships Large crowds-->emotional distance Rapid stimuli, change-->blasé outlook
5 The individual and objective culture Individual becomes single cog in vast structure of forces Loneliness, alienation Struggle to assert individuality, distinctness Freedom from small town social bonds, traditions, conformity
6 Modern Times (1936) Chaplin s most popular film Commentary on modern, industrialized culture, Great Depression Assembly line work Slapstick comedy
7 Cinema as popular culture Affordable entertainment Films do not directly reflect objective culture, mass production Escapism Expressive of utopian desires: need for different, better social order (Richard Dyer, Entertainment and Utopia )
8 Modern Times State of workers rights (lack of) Prison system Dehumanization in factory assembly line work Struggle to survive, poverty, Great Depression Increased efficiency, productivity is driving goal of factory owner, to the detriment of workers. American Dream of couple in their own house
9 A Theory of Mass Culture (1953) Dwight Macdonald ( ) Kitsch (German word for mass culture) Related to but different from high culture and folk art Historical reasons: political democracy, popular education, technological development
10 elites high culture avantgarde artists, intellectuals folk art/culture common people mass culture the masses
11 Mass culture - Dwight Macdonald Made by elites and ruling classes for the masses Purpose: profit and maintenance of class rule Operative in capitalist and communist societies (U.S. and U.S.S.R.) Capitalism: entertainment Communism: pedagogy
12 Gresham s Law Bad drives out good Kitsch competes with good art Kitsch is more easily understood, accessed, appeals to lowest common denominator -->ease of consumption Kitsch is standardized, large quantities-->ease of production Kitsch predigests art for the spectators and spares him the effort (Clement Greenberg).
13 Homogenized culture Dissolves distinctions of class, tradition, taste, value judgments, cultures Metaphor: homogenized milk Democratic and non-discriminatory Ex) Life Magazine
14 Avant-garde Intellectual and artistic elite Tied to cultural and political radicalism ( ) Removed from mass culture Ahead of the people Ex) Picasso, Joyce, Stravinsky
15 Art and cinema Macdonald: Chaplin s films are folk art Silent cinema: some examples of folk art and avant-garde Directors as artists: D.W. Griffith Sound film: rise of formulas Division of labor, technicians and specialists
16 The problem of the masses Conservatives: rebuild traditional class barriers between elites and common people; popular is cheap and vulgar. Liberals and radicals: masses are duped by makers of kitsch, common people are noble savages, need better cultural products. Macdonald: both views are wrong-->mass culture is not expression of the people but of the masses
17 Macdonald: the masses People in the masses do not relate to each other as individuals, members of a community Abstract, distant, nonhuman relations Folk and community: shared interests, each individual matters and integrated into group Mass society: large quantities, undifferentiated and loosely structured, cohere along least common denominator The public
18 Future of high culture: dark Blurring of class lines, unstable cultural traditions, increased facilities for making kitsch Decline of avant-garde Fragmented intelligentsia Brain workers are specialists
19 Future of mass culture: darker Trivial and comfortable products Lower audience expectations Chicken or the egg question: mass product or audience? Formulaic: popular music and Hollywood films Folk art lacks cultural roots and intellectual toughness
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