18U00588 Muhammad Daniyal Akhtar

SEC: E

Assignment 1

Popular Culture

Q1- Many Cultural critics have dismissed popular culture as merely a symptom or side effect
of Mass Consumerism. Discuss.

This might be the wrong explanation for it as Mass consumerism happens due to the popular
culture those days and it’s not the other way around, Popular culture is something that
happens due to the people loving or want to be a part of something they are emotionally
attached to and once that response is noted then the mass production starts, hence this
statement can be negated as per these arguments.

Q2- To what extent do you agree with the statement that the internet has become a major
carrier of what’s popular among the masses and why?

I do most certainly agree with the statement that the internet has become a major carrier of
what’s popular among the masses and the reason being is that today the youth is immensely
influenced or if its claimed a slave of social media with respect to following the trends as that is
the new cool for instance now shopping is done online, books are read online and now even
lectures as being on social media for this long people do acknowledge whats popular in other
regions and that can be brought their own area through exposure, for example due to netflix’s
show SUITS a lot people wanted to be a lawyer, fashion trends being followed in other areas
are brought to Pakistan through internet, Fashion collaborations are done online. Hence,
Internet plays a vital role as being the carrier of what’s popular among the masses.

Q3- Describe a popular culture that you are familiar with noting its key components and
discuss how it has influenced branding strategy of a national and/or global brand of your
choice. In your opinion can more synergy be achieved in marketing terms by linking the two
more closely?
A popular culture I am familiar with will be Ertugul, after Ertugul being so successful it’s key
components were hero having a beard, swords, Turkish food and dressing as well as the lead
roles had a great emotional connection with the people and due to that several changes were
to be seen in Pakistan as Esra Bilgic the lead female of the series was hired as brand
ambassador for Jazz group, she did several advertisements of Pakistan as well, the male lead
role is expected to visit Pakistan soon for a launch, several restaurants named as Ertugul foods,
or Ertugul Turkish foods have been launched in Pakistan, several clothing brands have launched
new designs copying their dressing. Yes, I believe more synergy can be achieved if popular
culture of the time is utilized with good marketing strategies emotional values can be targeted.