Mass Culture

Mass Culture Theory

Concepts of Mass Culture and Mass Society based on
divisions into:

1. High Art – not for commercial gain (supposedly).
Beethoven, etc.

2. Folk Art- from below as an expression of the people

3. Mass Media/Mass Culture

Mass culture theory holds that through `atomisation’
individuals can only relate to each other like atoms in a
chemical compound. Individuals are vulnerable to
exploitation by core institutions of mass media and pop
culture. (example of rise of Nazism in 1930s and
Orwell’s 1984)
1. Mass culture is popular culture produced by mass production
industrial techniques and is marketed for a profit to a mass public
of consumers.

2. The main determinant of mass culture is the profit that
production and marketing can make from the potential mass
market.

3. Standardised, formuliac and repetitive products of mass culture
are then sold to a passive audience, prone to manipulation by
mass media

4. To sell the product must be bland and standardised to a
formula.

5. Both folk and high art at risk from mass culture

6. However an artistic avant-garde can play a defensive role, as
by definition, it is outside the market place, and can maintain
standards.
1. The `view from below’ is quite different. Working
class use elements of mass culture to strike a pose.
Does not result in greater cultural uniformity. All can
interpret the American myth as they wish.

2. Consumers are not passive. But use different
elements of Americanisation and European culture to
construct an authentic identity.

3. Pop culture is diverse because it is open to diverse
uses and interpretations by different groups.

4. Use as defence against middle class/upper class
elitist culture. Defense against their subordination.
5. Why should the superiority of elitist values and
aesthetics be taken as valid without question? What
gives them the right to pass cultural judgment?

6. The idea of an idealised past fated to be ruined by
the rise of mass culture and of folk culture is a myth.

7. Audiences and consuming public are not passive.
They may construct their identity from different
elements in a creative way.
Frankfurt School – 1923 School of
Social Research

1. Full of leftwing Jewish intellectuals. To a backdrop of the rise of
Nazi party in 1930s. Most fled Europe for America. Turned
against America and returned to Germany.

2. Set terms of debate and analysis of mass culture theory.
Heavily based on reaction to pre-war popular music in Germany
and post-war American popular music.

3. Main members – Adorno, Horkheimer, Marcus, Benjamin.

4. Were reacting against: 1/Enlightenment – idea of scientific
rational progress. Saw uses of science as a threat to human
freedom. Against America with its use of the culture industry to
control the minds and actions of people. 2/ Marxism – unlike Marx
they put the spotlight on cultural institutions in society. Filled in
bits Marx missed out. Reason for no global revolution was that
people were given the sop of mass culture – no keep them
pacified.
Commodity Fetishism

1. Building on Marxist ideas of use value and exchange value.
We venerate the price we pay for a commodity (concert ticket?)
rather than the concert itself.

2. Adorno took the ideas of commodity fetishism into the sphere
of cultural goods with his `concept of musical fetishism’. With
music its `use value’ and its `exchange value’ become one.

3. `False Needs’ – which work to deny and suppress true needs.
People do not realise that real needs (freedom/expression/love)
remain unsatisfied. Stimulation and fulfillment of false needs
gives people what they think they want.

4. The freedom in capitalist societies is just the freedom to chose
between more and different brands of the same.
continued

5. Culture Industry – serves to consolidate commodity
fetishism. It is highly dangerous and not just harmless
entertainment.

6. The more cultural products are actually
standardised the more they appear to be
individualised.

7. To ignore the culture industry as Adnorno
describes it is to succumb to its ideology. It is
corrupting, manipulative, conformist and numbing.