Mass Culture

Mass culture refers to the popular culture that emerges from the commercialization of cultural practices and artifacts. It is often associated with the production and consumption of mass media, such as television, film, music, and advertising. Mass culture is a product of modernity and is shaped by economic, political, and technological forces. It has been studied by anthropologists as a way to understand how culture is produced, circulated, and consumed in contemporary societies.

Studying mass culture in anthropology is important as it helps us understand the ways in which popular culture shapes our beliefs, attitudes, and values. It enables us to critically analyze how mass media, advertising, and other forms of communication impact society and influence cultural practices. Additionally, it sheds light on the ways in which individuals and communities negotiate their identities and meanings within a rapidly changing globalized world. By studying mass culture, anthropologists can gain insight into the ways in which power, politics, and ideology intersect with popular culture to shape our worldviews and shape our perceptions of ourselves and others.

Historical Development of Mass Culture

Early forms of mass culture include oral traditions, folk songs, ballads, and storytelling. With the advent of print media, mass-produced books, newspapers, and magazines became popular, followed by radio, film, television, and digital media.

Industrialization led to the growth of mass production and consumption of cultural goods, such as films, music, and literature. Mass culture became a way to satisfy the entertainment and consumption needs of a growing urban population, leading to the emergence of new cultural forms and industries.

Popular culture emerged in the mid-20th century, as mass media and communication technologies allowed for the widespread dissemination of popular music, movies, television shows, and other forms of entertainment. This cultural phenomenon reflects the desires and values of a larger, more diverse audience, and continues to evolve in response to social, economic, and technological changes.

Theories of Mass Culture

The Frankfurt School developed critical theory of mass culture, arguing that it is an instrument of social control that reinforces dominant ideologies, leading to a homogenized, passive, and uncritical audience.

Cultural imperialism refers to the domination of a particular culture over other cultures, often through media and communication channels. Globalization has facilitated the spread of mass culture and the dominance of Western cultural products around the world, leading to concerns about the homogenization of cultures and loss of diversity.

Cultural studies involves the critical analysis of popular culture and its relationship to society, politics, and power structures, with a focus on how meaning is produced and negotiated through cultural practices and representations.

Forms of Mass Culture

• Film and cinema
• Television
• Popular music
• Sports
• Video games

Criticisms of Mass Culture

Critics of mass culture argue that it promotes homogeneity, trivializes art and culture, and promotes consumerism. They also argue that it undermines traditional values and morality, promotes materialism, and encourages conformity. Moreover, it has been criticized for its promotion of stereotypes, especially those of gender, race, and ethnicity. Some scholars also argue that mass culture is created and perpetuated by powerful media corporations and serves their interests rather than the interests of the general public. Finally, some critics argue that mass culture leads to the erosion of local cultures and cultural diversity. To sum up criticisms of mass culture includes – 

• Loss of traditional culture
• Commodification of culture
• Negative effects on social values and behavior

Positive Aspects of Mass Culture

Mass culture provides a shared experience and creates a sense of community. It can also offer a platform for social and political change, and promote diversity and inclusivity. Additionally, it can inspire creativity and innovation, and offer opportunities for economic growth and development. Mass culture promotes- 

• Accessibility and democratization of culture
• There is major role of mass culture in forming collective identities

Conclusion

• The continuing relevance of mass culture in anthropology:  Despite the emergence of new media and cultural forms, mass culture continues to shape and influence our societies. Its study remains important in understanding the cultural dynamics of contemporary societies and their relationship with power and inequality.
• Future directions for research and study: Future research on mass culture in anthropology may focus on its impact on contemporary society and the ways in which it is evolving.