Ideopopx
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This document discusses how popular culture spreads Western ideology across the globe. It defines ideology as a commitment to a set of ideas and values. Popular culture originated from Western values like individual freedom, equality, and democracy that developed between 1750-1900. Since World War 2, popular culture from the West like rock music has spread these values worldwide by establishing new social norms. Popular culture is associated with commercial products and allows widespread consumer access, changing and evolving to meet market demands while spreading Western ideology on a global scale.
Ideopopx
- 1. Ideology and Popular Culture Ideology, means a commitment to a set of ideas and concepts and values.
- 2. Examples • Feminism is an ideology that puts commitment to the rights of women above everything else • Communism is an ideology that makes its followers follow the teachings of Karl Marx • Consumerism is an ideology that puts the rights of consumers above producers and distributors
- 3. Ideology and the West • Since the end of World War II (1945) the world has been dominated by the ideology of Western Liberal Democracy. • This ideology developed in Western Europe and the North America over the period 1750- 1900. ( enlightenment) • Its core values are a commitment to individual freedom, egalitarianism, tolerance of difference, democratic government and freedom of trade and commerce.
- 4. Popular Culture • Popular Culture is more than just a means of expressing the ideology of the west. • It has been a major force in spreading the values of the western world • Popular Culture has also been a significant agent of social change establishing new social norms based on western values.
- 5. Popular Culture • – is associated with commercial products • – develops from a local to a national to a global level • – allows consumers to have widespread access to it • – constantly changes and evolves
- 6. • access •consumption • influence • ideology • globalisation • mythology • socialisation • institutional power •identity •self • conflict• continuity • media • change
- 7. Pop Culture Ideologies • Free Market Economics.- the idea that trade should be free between countries and all people, supports the mass market consumerism that is the base of Popular Culture • Democratic Government.- having rule by the people means that changing mass tastes can be catered for
- 8. More Ideologies……….. • Equality of access – everyone should have the right to their preferred Pop Culture. • Gender equality – women and men should have rights to pop culture • Economic prosperity – means that people will have money to support popular culture
- 9. Rock and Roll Case Study • Ideologies of Rock and Roll • Equality of Race, Gender, Social Class • Freedom of expression ? Censorship • Sexual Liberation/ C Lauper / Helen Reddy, Madonna, • Support for minority and oppressed groups KD Lange, Katy Perry • Individualism – the supremacy of the individual person over any
- 10. Egalitarianism – we are all equal! • Race – Rock and Roll began as a link between the black and white cultures in the USA (acculturation) • Gender – popular music conveyed the idea that women had equal rights to men “I am woman” • Social Status – Elvis was a boy from the wrong side of town, the Beatles came from welfare housing – “anyone from anywhere can make it if they have a lucky break” ( Joseph and the amazing technicolour Dreamcoat)
- 11. Freedom of expression • Rock has always pushed the boundaries and supported freedom of expression • The sexual lyrics of the 1960s were followed by the political protests of the 1970s • In the 1980s women asserted their rights to social and sexual freedom – Cindy Lauper, Madonna.
- 12. Ideologies • Sexual liberation – the idea that adult persons have the right to engage sexually with others of their own choosing regardless of • Gender, social class, religion, etc • Little Richard, Madonna, • A revolutionary idea then and now. • Support for minority groups- and oppressed people – We are the World. 1984 • Make Poverty History 2005
- 13. Social Change and the Cold War • After World War II there was a period where ideological conflict dominated the world. • The Cold War pitted Capitalism against Communism • PC was a powerful weapon for the West • Rock and Roll was broadcast into Communist Countries where it encouraged young people to adopt Western values • This resulted in the downfall of European Communism by the 1990s.
- 14. Linking the characteristics • – is associated with commercial products - institutional power of tncs Freedom of commerce is central to the ideology of the west,- the Global reach of TnCs has been an important factor in brining about the success of Popular Culture
- 15. – develops from a local to a national to a global level • Globalisation is a central component of western ideology- This is linked to freedom and includes breaking down barriers between countries .-race- eg Jimi Hendrix • Popular Culture aims to meet various international markets and does this by developing products that consumers want • Tnc’s are by their nature focused on developing Globally – more consumers = more profits
- 16. allows consumers to have widespread access to it • This links with the values of freedom and egalitarianism. • Consumers are all considered valuable ( or at least their money is) This means that TnC’s are not interested in excluding anyone either by race, gender, social class, nationality or sexuality. Popular Culture therefore becomes an agent of social tolerance.
- 17. Merchandising • Popular Culture – Maximum profits are achieved through paraphernalia .-assorted objects or items, especially of equipment required for a specific activity • Associating commercial products , dolls tee shirts, perfume, games, dolls etc • The Justin Bieber Someday Commercial is an example of marketing products to a target audience
- 18. constantly changes and evolves • Popular Culture constantly changes to meet the demands of the market. • This means that there is always new products to market • It also gives some power to the consumers • After all Rock and Roll began when the TnCs dropped ‘race’ artists and opened the door for a “white man with the negro sound” - • We are the world – 25 years later.