Pop Goes American Culture

In Culture and Constructivism, Peter van Ham states that "our experiences and identities are informed by mass-mediated images that are rapidly becoming key frames of reference for self and others." However, I am not convinced that even in America our popular culture really shapes our attitudes and behaviors. This would presume that just by watching a lot of MTV programming like Real World or Jersey Shore, I would be more likely to consume large quantities of alcohol and act promiscuously. This is reminiscent of the hypodermic needle effect, and I'd like to give viewers (and myself) a little more credit than that. I think we are complex enough to recognize certain products as pure entertainment, especially when they are novel.

However, I would agree with Ham that popular culture communicates important norms and values which can influence our conception of what constitutes "success" and "the good life." Ironically, in keeping with the subject of television, a lot of reality television programming presents us with images that are not reflective at all of what is actually perpetuated in daily life. Chronicles of celebrity lives, The Real Housewives of (fill in the blank), Cribs, Million Dollar Listing - all of these are exceptions to the norm, and are popular for providing an incite into what most of us do NOT get to experience. Yet, it is inevitable that being flooded with images of wealth and opulence would result in relativizing what we aspire to, or even contribute to a skewed perception of what is normal in terms of status.

This goes for the image of America we send overseas as well. While overseas, and upon learning that I hailed from California, I have literally been asked if I a) surf to school? b) know any celebrities? It is safe to say I can thank Baywatch and the greater Hollywood machine for this exchange, which leads me to question whether I really want American popular culture to precede me abroad. But at least it is an American cultural product representing (or misrepresenting America) abroad, whereas in the US, it is Hollywood predominantly shaping how other cultures are perceived, whether they like it or not. The same industry which leads some to think California is all beach, and Texas all cowboys, is also responsible for promulgating cultural archetypes like the Frenchman on a bicycle with a beret and his baguette, or more detrimental, the Russian/Arab/Chinese villain.

In the absence of a Ministry of Culture, the United States by default relies on the market for the dissemination of its cultural products. What is the easiest and most profitable thing to market? Why popular culture, of course. This explains why American culture is often viewed as low-brow, as opposed to most other countries, who have a Ministry of Culture to promote high-art for culture's sake, not for profits' sake. If we were to follow suit, I fear it would result in even more backlash against US presence abroad. If the US were to establish a Secretary of Culture responsible for promoting American cultural products which are not commodities, quick would come the accusations of cultural imperialism and American hegemony. Damned if we do, damned if we don't.