What is Popular Culture?

Defining Popular Culture

 The People’s Culture The People’s Culture

 Mass Culture Mass Culture
 Low Culture Low Culture
 Culture that is Popular Culture that is Popular
 Popular Values Popular Values
 Commercial Culture Commercial Culture

The People’s Culture

Invokes the word Invokes the word populuspopulus (Latin), or in English,(Latin), or in English,
the populace: the people.the populace: the people. Implies that some culture is somehow not
theImplies that some culture is somehow not the culture of ‘the people’.culture of ‘the people’. Or that
‘the people’ all have the same culture.Or that ‘the people’ all have the same culture.  Suggests that
some culture is thrust upon usSuggests that some culture is thrust upon us against our will, while other
forms of culture areagainst our will, while other forms of culture are made or chosen by us.made or
chosen by us.

This approach to popular culture is This approach to popular culture is associated with folk
culture, as opposed toassociated with folk culture, as opposed to culture produced in elite institutions
suchculture produced in elite institutions such as art museums or symphonies.as art museums or
symphonies. It is made at the local level in specific It is made at the local level in specific
communities.communities. We might think of quilting groups, local We might think of quilting groups,
local music scenes, or community art programs. music scenes, or community art programs. Folk music
comes easily to mind, but lots Folk music comes easily to mind, but lots of other culture fits this
description. of other culture fits this description.

Obviously, one problem here is that thisObviously, one problem here is that this form of culture
simply isn’t what springsform of culture simply isn’t what springs immediately to mind when we use
theimmediately to mind when we use the term popular culture. Instead, we think of term popular
culture. Instead, we think of TV, movies, and music that are made TV, movies, and music that are made
within an industry, and not necessarily at within an industry, and not necessarily at the local level.the
local level.

 Popular Culture as Mass Culture

Related to the notion of The People’s Culture is Related to the notion of The People’s Culture is
the idea of Mass Culture. the idea of Mass Culture. Mass culture has less of a sense of locality orMass
culture has less of a sense of locality or community. community. This approach groups most of society
into aThis approach groups most of society into a giant mass and assumes they all do the samegiant
mass and assumes they all do the same things.things. Historically, mass culture was a term used
byHistorically, mass culture was a term used by economic elites (aristocrats), to describe
peopleeconomic elites (aristocrats), to describe people who are not like them.who are not like them.

Some flaws with this approach: Some flaws with this approach: Economic elites still consume
lots of things that fit the Economic elites still consume lots of things that fit the mass culture model.
They still like country music and mass culture model. They still like country music and TV shows, just like
others.TV shows, just like others. BUT, it turns out there really isn’t a single mass. BUT, it turns out there
really isn’t a single mass. Our cultural practices are divided into many different Our cultural practices are
divided into many different categories: in terms of preferences, in terms of race categories: in terms of
preferences, in terms of race or ethnicity, in terms of ideology, in terms of gender or ethnicity, in terms
of ideology, in terms of gender and sexuality, in terms of age. There is no piece ofand sexuality, in terms
of age. There is no piece of popular culture that we all consume. popular culture that we all consume.
There is no single mass. There is no single mass.

Counter-response: we really aren’t as Counter-response: we really aren’t as different as we think, and

our culture isdifferent as we think, and our culture is surprisingly uniform.surprisingly uniform. An R&B
song is remade by a country band.An R&B song is remade by a country band. A British TV show is
remade by an AmericanA British TV show is remade by an American network, using the same script (The
Office,network, using the same script (The Office, Coupling).Coupling). The exact same style of clothes
is sold by theThe exact same style of clothes is sold by the Gap, American Eagle, Abercrombie and
Fitch.Gap, American Eagle, Abercrombie and Fitch.

Popular Culture as Low Culture

Defines popular culture strictly in contrast Defines popular culture strictly in contrast to “high
culture. ”to “high culture.” If high culture consists of fine art, classical If high culture consists of fine art,
classical music, opera, PBS, and Shakespeare—music, opera, PBS, and Shakespeare— stuff that gets
taught in schools and stuff that gets taught in schools and celebrated in art museums—then popular
celebrated in art museums—then popular culture is bad art or non-art, the other culture is bad art or
non-art, the other forms of music, the major TV networks, forms of music, the major TV networks, and
the Da Vinci Code.and the Da Vinci Code. Implies that quality culture is “high” and Implies that quality

Problems: Classical music looks more and moreProblems: Classical music looks more and more
like a rock concert, with sexed up musicians andlike a rock concert, with sexed up musicians and top
selling CDs. Lots of popular culture istop selling CDs. Lots of popular culture is celebrated as art of the
highest level and lots ofcelebrated as art of the highest level and lots of high culture is bad art as best.
Some networkhigh culture is bad art as best. Some network TV is really great and some PBS is pretty
bad.TV is really great and some PBS is pretty bad. Shakespeare was considered trashy in his
day.Shakespeare was considered trashy in his day. There’s also a sacred/mundane distinction
beingThere’s also a sacred/mundane distinction being made here: high culture is treated as specialmade
here: high culture is treated as special where popular culture is treated as everyday.where popular
culture is treated as everyday.

Culture that is Popular

Another approach is to say that when the Another approach is to say that when the audience for
a certain form of culture reaches a audience for a certain form of culture reaches a critical mass—when
it gets popular enough—critical mass—when it gets popular enough— then it counts as popular
culture.then it counts as popular culture.  But how do you decide what that mass is? But how do you
decide what that mass is?  The culture itself doesn’t change when the The culture itself doesn’t change
when the audience reaches a certain size. audience reaches a certain size.  The song that everybody
loves sounded the same The song that everybody loves sounded the same when nobody had heard it.
when nobody had heard it.  Plus, culture that is popular has a relationshipPlus, culture that is popular
has a relationship with culture that is not yet popular. They sharewith culture that is not yet popular.
They share resources, and offer inspiration and new ideas.resources, and offer inspiration and new
ideas.

Popular Culture as Popular Values Popular

Another approach to popular culture Another approach to popular culture focuses on the values
of groups. focuses on the values of groups. The term culture always invokes the idea The term culture
always invokes the idea ofof meaningmeaning, so popular culture is any set, so popular culture is any set
of meanings that are widely shared.of meanings that are widely shared. Often used in the context of
“youth Often used in the context of “youth culture,” “American culture,” “Black culture,” “American
culture,” “Black culture,” etc.culture,” etc.

This approach allows us to examine the This approach allows us to examine the varieties of
values that are embedded in varieties of values that are embedded in the culture we consume.the
culture we consume. Those values touch on an infinite varietyThose values touch on an infinite variety
of issues, but we will be focusing on race,of issues, but we will be focusing on race, class, gender,
sexuality, disability, andclass, gender, sexuality, disability, and age.age.

 Popular Culture as Commercial

The term popular culture is often used to describe The term popular culture is often used to
describe culture that is produced and/or sold by a market. culture that is produced and/or sold by a
market.  In this sense, mass produced forms of culture such asIn this sense, mass produced forms of
culture such as CDs and movies certainly count as culture, but so too CDs and movies certainly count as
culture, but so too does art that is sold on the market. In fact, not much isdoes art that is sold on the
market. In fact, not much is left out at all. Indie rock bands still record in studios andleft out at all. Indie
rock bands still record in studios and sell CDs. Independent movies still need distributors,sell CDs.
Independent movies still need distributors, movie theaters, and video stores. movie theaters, and video
stores. That does not mean that the only way to understand this That does not mean that the only way
to understand this culture is in terms of money and sales, but it does givesculture is in terms of money
and sales, but it does gives us one thing unifies the many diverse forms of popularus one thing unifies
the many diverse forms of popular culture.culture.

 Our Approach

The approach in this class is to combine The approach in this class is to combine the popular
values approach with the popular values approach with the commercial culture approach. commercial
culture approach. We will examine the complex system that We will examine the complex system that
produces popular culture—a set of produces popular culture—a set of corporations and institutions
responsible corporations and institutions responsible for the commercial production of culture—for the
commercial production of culture— as well as the complex system of as well as the complex system of
meanings that we find in popular culture—meanings that we find in popular culture— both those
intended by the makers and both those intended by the makers and those that are discovered by the
audience. those that are discovered by the audience.
POPULAR VALUES COMMERCIAL CULTURE WHAT’S MISSING •Mass Culture •People’s Culture •Culture
that is Popular •Low Culture But each of these overlaps with what we see to the left, so they are by no
means excluded.

Who is Miguel Lopez de Legazpi?

Miguel López de Legazpi also known as El Adelantado and El Viejo (The Elder), was a Basque-
Spanish navigator and governor who established the first Spanish settlement in the East Indies when his
expedition crossed the Pacific Ocean from the Viceroyalty of New Spain in modern-day Mexico, arrived
in Cebu of the Philippine Islands, 1565.
He was the first Governor-General of Spanish East Indies which included the Philippines and
other Pacific archipelagos, namely Guam and the Marianas Islands. After obtaining peace with various
indigenous nations and kingdoms, Miguel López de Legazpi made Manila the capital of the Spanish East
Indies in 1571. The capital of the province of Albay in the Philippines, Legazpi City bears his name.
In 1564, López de Legazpi was commissioned by the viceroy, Luis de Velasco, to lead an
expedition in the Pacific Ocean, to find the Spice Islands where the earlier explorers Ferdinand Magellan
and Ruy López de Villalobos had landed in 1521 and 1543, respectively. The expedition was ordered by
King Philip II of Spain, after whom the Philippines had earlier been named by Ruy López de Villalobos.
The viceroy died in July 1564, but the Audiencia and López de Legazpi completed the preparations for
the expedition.
On November 19 or 20, 1564, five ships and 500 soldiers, sailed from the port of Barra de
Navidad, New Spain, in what is now Jalisco state, Mexico (other sources give the date as November 1,
1564, and mention 'four ships and 380 men'). Members of the expedition included six Augustinian
missionaries, in addition to Fr. Andrés de Urdaneta, who served as navigator and spiritual adviser,[2]
Melchor de Legazpi (son of Adelanto de Legazpi), Felipe de Salcedo (grandson of Miguel Lopez de
Legazpi), and Guido de Lavezarez (a survivor of the expedition of Ferdinand Magellan).
López de Legazpi and his men sailed the Pacific Ocean for 93 days. In 1565, they landed in the
Mariana Islands, wh ere they briefly anchored and replenished their supplies. There they fought with
Chamorro tribes and burned several huts.
ARRIVAL IN THE PHILIPPINES
A chief of Bohol island, named Catuna gave information to Miguel Lopez of Sebu and, a
ccompanied Lopez as a guide. López de Legazpi's expedition anchored off t he Indianized Rajahnate of
Cebu on February 13, 1565, but did not put ashore due to opposition from natives.
On February 22, 1565 the expedition reached the island of Samar and made a blood compact
with Datu Urrao. The Spaniards then proceeded to Limasawa and were received by Datu Bankaw, then
to Bohol, where they befriended Datu Sikatuna (or Catunao) and Rajah Sigala. On March 16, Legazpi
made a blood compact with Datu Sikatuna.
On April 27, 1565, the expedition returned to Cebu and landed there. Rajah Tupas challenged
the Spaniards, but were overpowered by them. The Spaniards established a colony, naming the
settlements "Villa del Santisimo Nombre de Jesús" (City of the Most Holy Name of Jesus) after an image
of Sto. Niño in one of the native houses.
In 1569, due to scarcity of food provisions in Cebu, Legazpi transferred to Panay where they
were peacefully welcomed by the people in the Kedatuan of Madja-as and they founded a second
settlement on the bank of the Panay River.
 In 1570, having heard of the rich resources in Luzon, Legazpi dispatched Martín de Goiti to
explore the northern region. Landing in Batangas with a force of 120 Spaniards and 600 Visayans from
Cebu and Panay islands, de Goiti explored the Pansipit River, which drains Taal Lake.  On May 8, they
arrived in Manila Bay. There, they were welcomed by the natives. Goiti's soldiers camped there for a few
weeks, while forming an alliance with the Muslim leader, Tariq Suleiman, who was a vassal under the
Sultan of Brunei. Legazpi wanted to use Manila's harbor as a base for trade with China, but Sulayman
refused.
On May 24, 1570, after disputes and hostility had erupted between the two groups, the
Spaniards occupied the Islamized states of Tondo and Manila using scores of colonized Cebuanos and
mercenary Illongos as the bulk of the Spanish army, those same Visayans having been at war with those
Islamic states even before the Spaniards arrived.
In the same year, more reinforcements arrived in the Philippines, prompting López de Legazpi to
leave Ce bu to Panay and then to Luzon. He recruited 250 Spanish soldiers and 600 native warrio rs to
explore the regions of Leyte and Panay. The following year he followed Goiti and Salcedo to Manila, afte
r hearing the villages had been conquered. During the early phase of the exploration of the norther n
part of the Philippines López de Legazpi had remaine d in Cebu, and had not accompanied his men
during th eir colonization of Manila, because of health problems and advanced age.
In Manila, López de Legazpi formed a peace pact with the native councils as well as the local
rulers, Tariq Suleiman and Lakan Dula. Both groups agreed to organize a city council, consisting of two
mayors, twelve councilors and a secretary. López de Legazpi established a settlement there on June 24,
1571 and he also ordered the construction of the walled city of Intramuros. He proclaimed the town as
the island's capital, and the seat of the Spanish government in the East Indies.
LAST YEARS
López de Legazpi governed the Philippines for a year before dying suddenly in Manila on August
20, 1572. He died poor and bankrupt, leaving a few pesos behind[quantify], due to having spent most of
his personal fortune during the conquest. He was laid to rest in San Agustin Church, Intramuros.
By the time of López de Legazpi's death, the parts of the Visayas had passed to Spanish rule. The
Spanish met strong resistance from Muslim sultanates on the island of Mindanao, the Zambal tribes of
Zambales, and the Igorot of the Cordilleran mountains, as well as some Wokou pirates from China and
Japan.[
SIGNIFICANCE OF LEGAZPI’S EXPEDITION
Legazpi proved that by utilizing the friendly nature of the Filipinos, there is no need for much
arms and battles to pacify the archipelago. The archipelagic nature of the Philippines is another one. In
addition, Filipino’s technical know-how in the art of warfare seems to be no match to Spanish
superiority in terms of arms and art of warfare. The church through the different religious orders played
a very important role in the period of pacification from 1565 to 1606.
The purpose of the Spanish colonization can be summarized by the
3G’s. God Gold Glory
Church Fort Houses for the inhabitants
Legazpi established the first Spanish settlement in Cebu, which was given the name San Miguel.
Later on, the name was changed to city of the most holy name of Jesus. The settlement in Cebu was
transferred to Panay.
BUREAUCRACY IN THE POLITICAL INSTITUTIONS
 The Governor-General
The Governor-General was the head of the Spanish colonial government in the Philippines. Chief
executive and the commander in chief of the army. Also has the power to make laws.

Sociology of Culture
 What is culture?“Culture is the knowledge, language, values, customs, and material objects that
are passed from one person and from one generation to the next in a human group or society”Culture
includes: Material Culture Non-material culture I-Pods Human Rights Cars Beauty Books Deferring to
Elders Clothing Religion Weapons of war Patriotism
 Culture, Part Deux Culture is NOT society-culture is a blueprint for how we live, think and act,
while society is a group of people within a geographic area Culture guides our thoughts and actions: ◦
Communism is bad ◦ Adults should be free to do what pleases them without interference from others ◦
„Artsy‟ or techie types use Apple products, everybody else uses PC ◦ If we work hard and get a college
degree, we will „make it‟ in society. ◦ There is one God, not many gods
Cultural Universals Cultural universals are basic traits, but there is much variation to these
traits and what constitutes a violation of norm* Murdock (1945) listed these universals: ◦ Division of
labor ◦ Incest taboo ◦ Marriage ◦ Family ◦ Rites of Passage
Five Components of CultureAlthough there are a few cultural universals, the number of cultural
differences outweighs what he have in common.Functionalists see cultural universals as proof of
universal human needs for order and meaning, while critical theorists view them in light of colonialism
and the imposition of a certain culture‟s beliefs onto others.
The 5 components of culture are: Norms, Values, Symbols, Language, Material Culture
Component #1 – Symbols Not universal-specific to a culture Can be icons, images, gestures,
and tangible things Power of SymbolsWhat do you think this person’s intent is?How does it make you
feel?
 Component #2 - Language Sociologists study both official rules of language, various types of
registers, and the connotations of words/phrases ◦ “White collar” employment, formal and informal
second person prounoun in Spanish (You=Tu, Usted) Slang/colloquialisms unite a group and divide
others Sapir-Worf Hypothesis- language shapes the view of reality of its speakers. If people are able to
think only through language, then language must precede thought. Teen Talk on the WebDoes slang
exclude certain groups of people?
Component #3 – Values Values are collective ideas about what we believe is good or bad,
desirable and undesirable in lifeRobin Williams’ 10 Core American Values Individualism Achievement &
Success Activity and Work Science & Technology Progress & Comfort Efficiency & Practicality Morality &
Equality humanitarianism Freedom Racism & group superiority
 Changing Values Through conflicts that arise in value contradiction, values shift over time:
Future of American values: ◦ Kendall-‟Going green‟, Spirituality, Honest Relationships ◦ Richard Florida-
Creativity, Work-Life Balance ◦ Seth Allen-Self-actualization  Examples of these emerging values-
Popularity of Oprah, Dr. Phil, the best-selling books “Your Best Life Now” by Joel Osteen and “The
Purpose-Driven Life” by Rick WarrenWhat do you think are some emerging American values?
Component #4 –Norms Norms are established rules of behavior or standards of conduct, not
just ideas or ideals Either formal (codified in law) or informal (subject to reproach of others)
Prescriptive (Write a thank you letter to everyone who gave you a wedding gift) and proscriptive (Don‟t
wear white after Labor Day) Societal sanctions are ranked by severity: Folkways Mores Taboos Social
Distance and Norms Let’s try this as a group!!!
 Component #5 - Material Culture Any tangible thing a society produces
 Cultural ChangeCultures change through three methods: ◦ Discoveries-new tools, practices, and
inventions that change culture (Ex. Printing press, birth control pill) and often led to cultural lag (norms
do not mach with new technologies) ◦ Diffusion-two groups contact one another and one groups takes
on the traits of new groups (Ex. Influx of Latinos and popularity of Mexican food in USA) ◦ Invention-
modifying an existing tool or trait for a new cultural setting (Ex. Facebook)
Applying Theories of Cultural Change How might the sexual revolution of the 1960‟s be related to the
invention of the „pill‟ in the 1950‟s? What sociological concept does this exemplify?
Cultural Relativism and Ethnocentrism
Ethnocentrism-judging the practices of another culture by one‟s own culture ◦ Ex.-Why do people from
other cultures stand so close?
Cultural Relativism-Judging the cultural practices of another culture by the value for that culture ◦ Ex.-
Jews and the prohibition of eating pork
 Functionalist Perspective on Culture

Culture is the „glue‟ of society-uniting diverse peoples by their tastes How might functionalists approach
religion and its function for society?
 Conflict Perspectives on Culture Culture is the means by which the ruling class dominates other
classes, creating a false sense of unity, creating „needs,‟ and reinforcing negative stereotypes to oppress
groups. How might the cover of Vogue Magazine and concept of being ‘hood rich’ reinforce the conflict
perspective of culture?
Quote from Herbert Mancuse Excerpt from One-Dimensional Man, p. 429“If the worker and his
boss enjoy the same television program and visit the same resort places, if the typist is as attractively
made up as the daughter of her employer, if the Negro owns a Cadillac, if they all read the same
newspaper, then this assimilation indicates not the disappearance of classes, but the extent to which the
needs and satisfactions that serve the preservation of the Establishment are shared by the underlying
population.”
 Symbolic Interactionism on Culture People „negotiate social reality‟ by their interactions with
others; we create, manipulate, and transform culture through our actions How might a woman allowing
a man to open a door for her or people shaking hands with the president create a social reality?