COMMERCIALISATION & COMMODIFICATION
What is commodification?
The social process by which an item is turned into a commodity ready to be traded, using marketing strategies to create perceived value.
From what level does popular culture develop before reaching the global level?
The local level.
What must a cultural movement achieve before it can be considered popular culture?
It must achieve widespread consumer access.
What TWO concepts are contained within the idea that popular culture is constantly changing and evolving?
Continuity and change.
What is consumption?
The process of selecting and using a product, involving a conscious decision to engage with a commodity.
What is the difference between commodification and commercialisation?
Commodification is the process of turning something into a commodity that can be traded.
Commercialisation involves adding value to an idea, product or commodity with the aim of selling it and making a profit.
What role does technology play in the movement of popular culture from local to global?
Technology allows popular culture to be rapidly disseminated beyond its original location, helping it reach international audiences and achieve global acceptance.
According to the syllabus, what assists broad consumer access to popular culture?
Media and communication technologies.
Complete
Popular culture influences __________ while simultaneously __________ influences popular culture.
Society → society
Full relationship:
Popular culture influences society while simultaneously society influences popular culture.
What is continuity?
The persistence or consistent existence of cultural elements across time.
Complete:
Media + __________ + dissemination → demand develops and __________ → consumption
Marketing → expands
Hip hop began in the Bronx but eventually developed into South African hip hop, Kwaito and UK rap.
What does this demonstrate?
The development of popular culture from local to global, with the culture being adopted and adapted in different contexts.
Why does increased access to the internet contribute to the growth of popular culture?
The internet allows popular culture to reach larger audiences and increases people's ability to access and consume cultural products and media.
Why must popular cultures change and evolve if they are to remain relevant?
Popular cultures need to respond to changing consumer needs and social contexts. They can reflect technological innovations, global events and changing economic, social and political conditions.
What is change?
The alteration or modification of cultural elements in a society.
A popular culture begins to gain followers. Companies then create clothing, mugs, posters and other merchandise associated with it. Influencers promote the products through social media.
Explain how this demonstrates the commercial characteristic of popular culture.
Popular culture becomes associated with commercial products and paraphernalia. Media, marketing and dissemination processes help develop and expand demand, encouraging consumers to purchase products associated with the culture.
Why is globalisation important to the development of popular culture?
Globalisation increases the movement of cultural products, ideas and values between societies. Combined with technology and media, this allows popular cultures to spread beyond their original local context and gain global acceptance.
A cultural trend has a small underground following in one local community.
Why might this be considered a fad or trend rather than popular culture?
It has not achieved widespread consumer access. To be considered popular culture, it needs to become known and accessible to a broad proportion of the population.
Comic books changed their characters and storylines in response to events such as World War II, the Vietnam War, the Civil Rights movement and changing social attitudes.
What does this demonstrate?
It demonstrates that popular culture experiences continuity and change and responds to changing social contexts. Society and significant events influence popular culture.
What is institutional power, and give ONE example relevant to popular culture?
Institutional power is the power that exists within institutions and how it is used to control aspects of society. For example, governments can restrict access to particular online platforms or media.
Explain how commodification can contribute to the long-term growth of a popular culture.
Commodification turns aspects of popular culture into products that can be traded for profit. Marketing creates perceived value and can connect products with a particular identity or lifestyle. This encourages consumption and can strengthen identification with the popular culture, creating continued demand for new products.
A government restricts access to certain social media platforms.
Explain how institutional power can affect widespread consumer access to popular culture.
Institutional power refers to the power held by institutions to control aspects of society. Governments can restrict access to particular media or online platforms, limiting people's ability to access popular culture. Therefore, access is not determined solely by technology; institutions can influence who can access particular forms of popular culture.
Explain the relationship between society and popular culture.
The relationship is two-way. Society influences popular culture because changes in values, attitudes, technologies, political events and social conditions can alter cultural products and representations. At the same time, popular culture influences society by shaping people's attitudes, behaviours, identities and understandings of social issues.
A company markets a particular lifestyle alongside its products, encouraging consumers to identify with that lifestyle and continue purchasing related products. Which TWO key concepts are most relevant? Explain.
Commodification and consumption.
Commodification occurs when the lifestyle is turned into something that can be marketed and sold, creating perceived value. Consumption occurs when individuals make the conscious decision to purchase and use the products associated with that lifestyle.