CHISOM OLAJIDE CAPSTONE

The Influence of American Popular Culture on Globalization and Immigration
by
Chisom Sylvia Olajide
Advisor: Prof. John Deats
Instructor: Prof. Monica Moore
May, 2016.
New York University
School of Professional Studies
M.S. in Public Relations and Corporate Communication
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TABLE OF CONTENT
I. THE MAP OF UNITED STATES OF AMERICA…………………………...5
II. THE WORLD MAP …………………………………………………………..6
III. ABSTRACT………………………………………………...............................7
IV. INTRODUCTION…………………………………………………………….8
V. CHAPTER ONE………………………………………………………………10
CULTURE, POPULAR CULTURE AND AMERICAN POPULAR CULTURE
CULTURE…………………………………………………………………………10
ANTHROPOLOGICAL CULTURE……………………………………………....11
POPULAR CULTURE…………………………………………………………….14
SOFT POWER…………………………………………………..............................22
AMERICAN POPULAR CULTURE……………………………………………...22
VI. CHAPTER TWO…………………………………………..............................30
AMERICAN POPULAR CULTURE: COMMUNICATION THEORY AND MODEL
GLOBAL VILLAGE……………………………………………............................30
TECHNOLOGY, COMMUNICATION AND DISTANCE……………………....35
COMMUNICATION……………………………………………………………....38
SHANNON AND WEAVER MODEL OF COMMUNICATION..........................39
VII. CHAPTER THREE: ………………………………………………………..44
AMERICAN POPULAR CULTURE IN PERSPECTIVE
(MUSIC, MOVIES, TELEVISION, SPORTS, FOOD AND GLOBAL CORPORATION)
LIFE IMITATING ART OR ART IMITATING LIFE…………………………….44
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REINFORCEMENT THEORY…………………………………………..................48
HISTORY OF AMERICAN POPULAR CULTURE………………………............52
POPULAR CULTURE……………………………………………………………...54
MASS COMMUNICATION: CONTROL AND FREEDOM……………………...55
EUROPE: PRINT INDUSTRY……………………………………………………..57
AUDIOVISUAL INDUSTRY………………………………………………............58
UNITED STATES OF AMERICA: PRINT INDUSTRY…………………………..60
AUDIOVISUAL INDUSTRY………………………………………………............62
INTERNET AND ELECTRONIC COMMUNICATION…………………………..64
VIII. CHAPTER FOUR ……………………………………………………...........65
AMERICAN POPULAR CULTURE, GLOBALIZATION AND IMMIGRATION
MASS MEDIA AND TECHONLOGY………………………………….....….........65
MARKET LEADERSHIP…………………………………………………………...69
INDIGENOUS AMERICAN VALUES……………………………………………..73
AMERICAN VALUES IN POPULAR CULTURE…………………………………78
AMERICAN CORPORATE CULTURE AND CULTURAL BRAND……………..84
BEVERAGE, FASHION, FOOD, SPORTS, AND SOCIAL MEDIA………………86
IX. CHAPTER FIVE………………………………………………………………..93
GLOBALIZATION: IMPACT ON POLITICS, CULTURE AND ECONOMY
GLOBALIZATION…………………………………………………………………..93
ECONOMY AND POLITICS………………………………………………………..94
CULTURAL BACKLASH ON AMERICAN POP CULTURE……………………..97
IMMIGRATION: BRIEF HISTORY……………………………………………….102
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AFTER THE 1965 IMMIGRATION LAW…………………………………………103
ANALYSIS OF THE DATA IN THE CHARTS (ABOVE)………………………...110
RESEARCH DESIGN AND METHODOLOGY…………………………………....111
X. CONCLUSION…………………………………………………………………..112
XI. FINAL RECOMMENDATIONS……………………………………………....112
XII. BIBLIOGRAPHY……………………………………………………………...114
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THE MAP OF UNITED STATES OF AMERICA
The map below, is a visual representation of United States of America. It aids in the explanation
of concepts in the capstone, about regions and its influence. (Table 1.)
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THE WORLD MAP
The map below, is a visual representation of the World Map. It aids in the explanation of
concepts in the capstone, about global regions and its influence. (Table 2.)
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ABSTRACT
In most countries, the government does not permit its citizens to enjoy foreign media, Western
Popular Culture or practice their fundamental human rights. They are not allowed to express
themselves freely on certain issues, dress as they please, or interact freely with the opposite
gender in the public. So the knowledge that a culture or country allows liberal views or
encourages basic human rights, is often attractive to foreign consumers of American products.
This exposure and awareness opportunity to live in a country with all these promises often
sounds good to foreigners. This means they can have the freedom to practice most things, that
are not allowed in their home country. Hence, the desire to explore this environment kicks in.
This study will research if American pop culture has an influence on globalization, immigration
and other elements. America is viewed globally, as a super power with the capabilities, which
includes humanitarian service, financial strength and exporter of pop culture. America has an
interesting storyline of its history, immigration laws, early emergence of mass media, dominance
of American popular culture and global power of multinational firms. These qualities and many
more are some of the reasons people move to the United States of America.
American popular culture is shaped with contributions from domestic and international works.
It has the universal force of bringing together, people of different cultural backgrounds, evoking
emotions and causing a reaction that influences the world. This influence has been in existence
for years and will continue to be an agenda setting for United States of America.
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INTRODUCTION
United States of America is a culturally diverse country, filled with opportunities and talented
individuals. It is often referred to as an immigrant nation and a melting pot, because most people
are from different backgrounds and demographics. People often visit or relocate to the U.S. for
different reasons such as educational opportunity, marriage, business, humanitarian grounds,
socio-economic support or for political asylum. Other reasons include search of a better life or
testimonials from friends, relatives on the benefits of living in America.
America has a lucrative entertainment industry that successfully exports its products, culture,
media, movies, music, sports, fashion and lifestyle internationally. This has brought financial
gains and exposure of the American culture to the world. America cannot expose the world to its
pop culture, make profits globally and not expect a reaction, which includes globalization and
surge in immigration. These reactions could mean being attracted to the American lifestyle, the
urge to live the American dream and if the opportunity arises, immigrate to the United States.
The rise in immigrants in U.S. has led to more minority communities and on arrival, often
exhibits some American habits, culture and accents. Upon inquiry on how they are
knowledgeable of American culture, their response often is: they learned it from the American
media and entertainment. They love what they see, hear and want to experience that lifestyle,
which includes moving to the States and living the American Dream.
The nation has had many struggles in the communication industry but has managed to stay
relevant and be a leader. It had diversified the labor market and changed the scope of how
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people communicate in modern times. It also proves that every action has an end result,
especially if human beings are involved. It is imperative that America takes a good look at other
reasons why people move to the States and acknowledge that United Sates is a contributing
factor to immigration too.
The love for American pop culture (including media, music, movies, fashion, sports) has
increased export of these products in the form of international trade and consumerism, which can
contribute to a surge in U.S. immigration. Immigrants who eventually naturalize as Americans
and are stakeholders in the American pop culture, have the power of changing the cultural
dynamics of America by making it more culturally diverse. This is usually done by interjecting
some components of their culture into American cultural content such as clothing, slangs, food,
lifestyle, stereotypical depiction for inclusion. Hence, the fusion of globalization, American pop
culture and immigration often creates a multiplier effect in the analysis of its pros and cons.
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CHAPTER ONE
CULTURE, POPULAR CULTURE AND AMERICAN POPULAR CULTURE
CULTURE
This chapter will explore the definitions of culture, popular culture and American popular culture
For the purpose of this capstone, the definition of culture will be limited to two quotes and its
relevance to globalization and culture.
In the words of Sir Edward Burnett Taylor, an English anthropologist and the founder of cultural
anthropology, “culture is that complex whole which includes knowledge, belief, art, morals, law,
custom and any other capabilities and habits acquired by man as a member of society.”
Also, according to Geert Hofstede, a Dutch social psychologist, defined culture as “a way of life
of a group of people--the behaviors, beliefs, values, and symbols that they accept, generally
without thinking about them, and that are passed along by communication and imitation from
one generation to the next.”
In both definitions, certain keywords seem to resonate with the term: culture, such as beliefs,
values or behaviors, laws or custom, group of people or society, passed down or acquired. This
key elements of culture show how values, lifestyles and symbols is connected with being
acquired or passed down, from one level to another within a community (group of people).
Culture involves transferring and sharing of habits, norms, way of life, customary beliefs, social
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knowledge from one generation to another generation in succession. During this process of
transfer, the ideal habits are learned and accepted as a standard in the community, institution or
organization. This set of behavior and expectations created by human beings, is often enforced
through several channels including story telling, pictures, rule of law, social interaction and
media to ensure the continuity of passed down norms and values.
ANTHROPOLOGICAL CULTURE
Crothers, L. (July, 2012, page 11) states that “Among the many things that cultures teach their
members are normative standards of evaluation – of dress, food, behavior, attitudes, ideas, and
many other things. One learns that some things/ideas/attitudes/behaviors are appropriate, while
others are not. Institutions such as laws, courts, police, parents, schools, and religions then
reinforce what is learned. Culture shapes the attitudes, behaviors, and values of both children and
adults, particularly newcomers to a given community. Children are seen to be especially
important to every culture, since cultures are sustained by teaching each new generation of
people the values and ideals of the local community.”
In most parts of the world, adapting or adopting a culture is a fast track to being accepted in the
society and helps for peaceful coexistence amongst one’s peers and other individuals. Any form
of resentment or perception of not abiding to the customs of the inhabited culture, is seen as
disobedience to the society. The embodiment of culture is used to teach what is deemed to be
appropriate or inappropriate, right versus wrong, normal versus abnormal, moral versus immoral,
old fashioned versus modern and classy etiquette versus non-classy behavior. It is interesting to
know that besides the general principles of life on what is perceived to be right or wrong, the real
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nature of right vs wrong is often times subjective and relative.
For example, an action that is perceived as an abomination in the Middle East, such as teens
kissing in the public, can be seen as normal in the United States of America because of the
cultural difference and interpretations of the behavior.
According to Crothers (2012, page 12), “Importantly, cultures contain mechanisms for self-
defense. These include the shaming of those who transgress the culture’s standards, the making
and enforcing of rules governing what should or should not be done in the first place, and the
punishment of those who violate the culture’s rules. If someone transgresses cultural norms, he
or she becomes subject to an array of critical responses that can range from indignant, shame-
inducing stares to arrest, ostracism, and even death. Cultures fight back those ideas and
behaviors that challenge the culture’s stability and permanence.”
Aristotle stated that, “Man is by nature a social animal; an individual who is unsocial naturally
and not accidentally is either beneath our notice or more than human. Society is something that
precedes the individual. Anyone who either cannot lead the common life or is so self-sufficient as
not to need to, and therefore does not partake of society, is either a beast or a god.”
The wants of human beings are limitless as there is always the tendency to try or learn something
new. In view of this, culture can be used as a defense mechanism to prevent any cross-over or
mixing of one culture with another culture. Any attempt to change any element of a culture often
creates a reaction from the custodians of the culture which is either positive or negative and can
create an integration or breed conflict. Most people and communities want to be perceived as
being civilized, respectful and accommodating of other cultures. In todays’ world, culture has
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transcended from one community to another with an infusion of global appeal. This global
appeal has its roots in familiarity of culture and the goals of turning the world, into a unified
global village. Hence the presence of global appeal for mixed culture resonates with cultural
sophistication and socialization, which leads to multiculturalism. It makes people want to accept
a culture and yet keep some tenets of their own cultural values.
According to Wikipedia:
i) Cultural socialization “refers to parenting practices that teach children about their racial
history or heritage and, sometimes, is referred to as pride development.”
ii) Multiculturalism is a concept that values the peaceful coexistence and mutual respect
between different cultures inhabiting the same territory.”
iii) Primary socialization, occurs when a child learns from family members and close friends
the attitudes, values, and actions expected by individuals or members of his or her culture.
Cultural socialization, multiculturalism and primary socialization are social concepts that often
occurs in the raising of a child in a society. Hence the fusion of both terms is often evident in
most things that human beings deal with in culture, such as language, food, religion, fashion,
entertainment, lifestyle, social links, religious denomination, political affiliation and the list is
endless. It is interesting to know that prior to cultural socialization taking place in a child’s life,
primary socialization usually occurs first.
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In most societies and communities, family members, close friends, teachers, neighbors and loved
ones are usually the early influencers for a child, on issues of cultural norms, customs and
etiquettes. Once a child has learned a lot about the norms from family members, then the practice
of cultural socialization starts being integrated into the child’s learning. There is a shift from
cultural norms to story telling and affirmative actions about the child’s race, history, ancestral
lineage and heritage to make them proud of who they are. The older generation often believes
that teaching young ones to be proud of their heritage, will make it difficult for them to embrace
another culture (strange/alien culture) other than their own immediate culture they have been
introduced to since birth.
However, as children and adults grow older and have friends from different parts of the world,
travel around or pick up new habits, their preference and lifestyle has the tendency to change.
The is the possibility of a change in their taste in music, food, fashion, entertainment, lifestyle,
norms and beliefs, and can transform into what is acceptable as a new culture. Hence the culture
for global appeal is born and often intersects with these terms, popular culture and globalization.
POPULAR CULTURE
According to Wikipedia’s definition, “Popular culture or pop culture is the entirety of ideas,
perspectives, attitudes, images and other phenomena that are within the mainstream of a given
culture, especially Western culture of the early to mid 20th
century and the emerging global
mainstream of the late 20th
and early 21st
century.”
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It is interesting to note that in before and around 19th
century, the term “popular culture” was
formed to create a divide between the poor people who were seen lower class and the rich people
who were seen as the upper class. The lower class folks had little or no education, social
standing, status, wealth, power, connections or influence. The upper class had everything that the
lower class did not have in terms of wealth, power and status. This distinction lingered on for
many years until the end of the World War II (after 1945).
The World War II (Second World War) started from 1939 – 1945. The end of this global war
ushered in a lot of changes because during the war, soldiers and war personnel travelled to
various parts of the world. In the course of doing so, they exhibited their culture and in the mode
of survival, picked up new habits in the form of music, food, language, lifestyle and so on. This
created a new wave of global exchange and changed the socio-cultural dynamic of many
countries that participated in the war, especially the USA, UK, France, Germany etc.
One of the most influential channel of dissemination and cultural exchange was the mass media,
which influenced every aspect of the society at that time. The level of consumerism changed,
created an increase in demand vs supply which led to mass production, consumption and desire
for global appeal became stronger. The global appeal in the production of goods and services
helped boost sales, influenced foreign trade and improved cross-cultural relationship.
Standards and expectations were created to meet all needs and cultural barriers started breaking
off, leading to new set of rules, norms and culture, called popular culture. This new phenomenon
continued till the late 1950s in which by this time, it was almost a decade since the war ended
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and all these new experiences had transitioned into a lifestyle. At the end of 1950 into the 1960s,
the popular culture/lifestyle got shortened for “pop culture” to make it more edgy and it became
hugely associated with music; pop music.
Pop culture is mostly transmitted to the public through mass media, in a bid to shape opinions
and influence the audience worldviews. It can be classified into seven major categories:
lifestyle/entertainment (fashion, arts, movies and music), media (television, radio, print, digital),
news (person, place, thing, trends), sports (fitness, recreational industry), politics, technology and
urban street language. Pop culture is viewed as a hallmark for encompassing anything that is
trendy, influential and appealing to the larger crowd (public). Pop culture is often used as a
medium to entertain, spread a message, evoke feelings or thoughts, which in turn causes a
change in viewpoints or supports a lifestyle. It has evolved from mainstream to global stance and
changes daily because of inputs from different angles.
1960s – 1990s (1960-1999): The Era that changed it all and how pop culture influenced it
These era (4 decades) also known as the Sixties, Seventies, Eighties and Nineties witnessed a
huge movement of several changes which affected the climate, social-economic base, political
and cultural grounds. It is an era that ushered in a new form of cross-cultural exchange, political
revolution, musical artistry, moral defiance and antagonism towards social norms and values
across the world. The effects of the WWII spiraled into the young generation of the 60s rejecting
the intentions of the war and angry at world leaders. They yearned for a new world order that
embraced love, peace, as they kicked against the loss of lives, livelihood from war and
championed the will to live freely and happily. They wanted a new culture that wanted little or
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nothing to do with restraints, from cultural leaders, religious values or political impose.
These feelings and emotions evoked a revolution, leading to some of these listed below:
• a change in the way people dress and expressed themselves
• the songs and genres of music they listened to
• new genres of music being created,
• the education system getting rid of religious standards and leadership
• awareness on war, increase in protest and rejection of war motives
• individual freedom and push for human rights
• excessive use of drugs, alcohol and increase in sexual demand
• increase in obscenities, foul language and vulgarity
• flashy lifestyles and gradual obsession with materialism,
• civil disobedience or breakdown of law and order
• outright display of lack of respect for moral values and standards
Here are some highlights listed below of major events that shaped the world:
• There was the Cold War (1947-1991), Vietnam war (1955-1975), Nigerian Civil war
(1967-1970), the Portuguese Colonial War (1961-1974) and other notable Wars in this
era. These wars caused loss of lives, property, infrastructure, livelihood, created poverty,
famine, change in government and made many of these countries very poor. The new
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feelings of anti-war movement enlarged and the culture became a hit among youths.
• There was the new wave of political change and expression in United States, as witnessed
during the U.S. Presidential Election in 1960 between John. F. Kennedy and Richard
Nixon. This moment witnessed a huge interest on politics and citizenship issues among
people, leading to high turnout of people in streets and campaign centers. Kennedy won
the election and championed some changes which influenced the world. In 1963,
President John. F. Kennedy was assassinated and it changed the country’s political tone.
• The Civil Rights Movement became a topical issue and it led to the legislation of Civil
Rights Act in 1964. The rise and rise of Dr. Martin Luther King Jr. (MLK) created a
massive political unrest and racial storm as he advocated for change in civil rights, visited
churches, preached about equality and gave one of the most profound speech till date.
• Dr. Martin Luther King Jr. gave the speech called “I Have a Dream” on August 28, 1963.
He later got was assassinated. Also in 1963, the Birmingham riot and bombings of a 16th
street Baptist Church which killed four girls and injured several people caused an uproar.
All these incidents gave more rise to issues of racial divide and dialogue.
• Music became an export product from one country to another through pop culture
especially with the exposure of other countries to each other through the war. One of the
significant movement in the sixties was the British Invasion into United States of
America, the world and the music sphere, through British bands. This move was fronted
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by The Beatles as they changed the style of music Americans and the world listened to.
Other artists who joined in this wave of musical empowerment includes Elvis Presley,
The Supremes, The Rolling Stones, Bob Dylan, Johnny Cash, ABBA, the Trio-Peter,
Paul and Mary and many artists, R &B, Raps etc.
• Films/Movies Industry saw a change in its viewing audience as the culture of
audiovisuals transformed into a billion-dollar sector and helped set the agenda for public
discourse. Notable films that changed the world includes Lawrence of Arabia, Mary
Poppins, The Sound of Music and Breakfast at Tiffany’s.
• Television series that brought families and the wider audience closer were: The Ed
Sullivan Show, The Beverly Hillbillies, Alfred Hitchcock Presents, The Andy Griffith
Show, Star Trek. These series had a profound effect of creating topics for discussion.
• Fashion and glamour events was on the rise and gave so much importance to elegant
dressing, classic taste, luxurious lifestyle. Notable hippie trends that influenced the world
includes Beehive hairdos, Afro, Mohawk, bell-bottom pants, flare skirts, blouses,
flamboyant print or floral cloths, mini skirts, mini dresses and boogey-platform shoes.
• Notable World leaders such as U.S. Richard Nixon, U.K.’s Prime Minister Margaret
Thatcher and Pope John Paul II initiated new policies, advocated for improved
international relations and sought for interventions when needed.
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• There was Revolution in China (1966 -1976), Mexico, India and call for cultural change
in the Middle East.
• New discoveries in science, technology and journey into the Space (National Aeronautics
and Space Administration - NASA).
• Women’s liberation movement, clamor for feminism, health advocacy campaign for
female contraceptive pill, equal opportunity of jobs for women, respect for women at
workplace, fair negotiation in wages or salary for women versus men and a huge push
allowing women to have their own bank account.
• The change in voting rights allowed youths from 18 years to vote, previously it was from
21 years of age.
• The political revolution in Iran and religious unrest in Northern Ireland.
• Coups in Asia, Europe, Africa and political rivalry in other continents.
• Threats of Nuclear power and weapons of mass destruction.
• Release of African countries from their colonial masters and ushered in their
Independence.
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• The sports sector hosted several games and events including Olympics and World Cups.
• The advent of color television, 8-track tape audio device and Cable television.
• World Wide Web (internet), mobile phone, computer, smart devices and digital tools.
• Arab spring, 9/11 terrorist attacks, environmentalism, green revolution, Occupy Wall
Street Movement (OWS) and Global Financial crisis.
These notable events and personalities helped changed the world and its effect still lives on.
These changes were possible in the sixties despite the barrier in distance, language, nationality,
race, class and education. This is a true testament to the power of the media to influence the
world and set an agenda for dialogue or discussion. It is interesting to know that popular culture
had the staying power many years ago and still continues to rule the global scene even in today’s
world (modern times). Popular culture activates changes through movies, music, clothing, books,
the media and its impacts can be physical, psychological, mental, mental, social, economic or
political.
There is the belief that the salient power behind popular culture is called “soft power.”
In Crothers, Lane. Globalization and American Popular Culture (2012, page 5), Nye’s statement
explains that soft power has the power to change the attitudes and behaviors of other cultures
without resorting to war or other forms of coercion.
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SOFT POWER
According to Joseph Nye, a political scientist, the notion of soft power “refers to cultural,
social, intellectual, and ideological ideas, values, attitudes, and behaviors that influence human
life.”
Nye explains that “soft power can achieve these results because those who experience soft power
may not even be aware they are subject to its effects, so they never think to grow resentful or
angry as they see their societies change around them. Indeed, they may change their ideals and
values and practices toward those favored by an enemy or alien government willingly.”
One might wonder how can popular culture have so much effect? The reason is because human
beings can not do without discussion, dialogue, entertainment, social interaction, exchange of
information, opinions, desire for change, clamor for soothing new, freedom, standards, choice,
integration or conflict. These are parts of the elements that constitutes popular culture.
Hence as long as human beings want these elements in their day-to-day life or on rare occasions,
then popular culture (music, movie, television, fashion, sports etc.) will continue to exist and
flourish, either locally or globally. This will continue to be a source of influence when people
want to seek for change, either socially, politically, economically or environmentally.
AMERICAN POPULAR CULTURE
America is referred to as a land of the free and the home of the brave, which often comes to mind
for foreigners as a symbol of many things. These include freedom, inclusion, diversity,
prosperity, home of the brave, land of the free and a welcoming country for all demography.
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As American pop culture is transmitted through the media in foreign countries, the listeners or
viewers often have different experiences ranging from acceptance, rejection, neutrality to culture
shock. It informs the audience on what is happening in their world and other parts of the world. It
exposes them to new things about other cultures, including new values, beliefs, different fashion
styles, and genres of music, food or lifestyle. It is a powerful and appealing platform for several
people because it opens up discussions from regular topics to serious issues. As a result, this
creates a love for American lifestyle, culture and when a crisis, problem, need for change or
relocation to another country is required.
According to Crothers (2012, page 1), “As will be seen, audiovisual media like movies, music,
and television provide a significant means by which images of the “American” way of life,
whether political, social, or economic, are transmitted around the world. Likewise, fast-food
restaurants like McDonald’s, drink companies like Coca-Cola and Pepsi, sports like NBA
basketball and major league baseball, and clothing like Levi’s jeans are global cultural icons.
Facebook and sites like it serve as hubs through which American popular culture reaches ever-
widening parts of the world. It is through these artifacts (and many others) that the rest of the
world sees American values and lifestyles.”
The above statement is not far from the truth and the examples aren’t exhaustive because
In many parts of the world, these products, these companies, the services they offer and many
companies such as these listed; represents American cultural brand in the eyes of a foreigner.
Most American companies and products are viewed as cultural brands and positioned as iconic
symbols with meaningful status, such as depiction of wealth, class, status, global mindset,
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diverse and good taste. It is noteworthy to reveal that most people in many parts of the world
may never have the opportunity to visit another country or United States or meet an American.
Some people do not have the need or intention of leaving their native country to live abroad,
either for a short stay or permanently. This could be as a result of not having the financial means
to travel abroad, don’t see the need for emigrating to another country, travel bans placed by their
country’s laws, fear of starting all over again in a foreign country or simply being patriotic.
Therefore, United States of America, America, U.S.A or the US as it’s fondly called in overseas,
is seen and understood through the content it presents, which encapsulates the American popular
culture. The connection between American Pop culture and business/economics, globalization,
cultural identity, law, immigration, politics and religion is interesting. One might wonder how
this intersects with each other. For the purpose of this study, there will be several analyses to
explore the connection and demonstrate how American pop culture influences globalization and
immigration. This analysis will give an in-depth and realistic description of how long this
takeover and paradigm shift has been in the works and the end results from recent insights.
In the previous page, there are highlights explained of how United States of America has
transformed and transitioned into a modern and global society, through the media.
The following analyses below were made of two cases in which American popular culture and
global politics have intersected. This helps to have an insight into the earliest years of formation
that may have contributed to a gradual globalization, cultural interaction and integration.
According to Crothers, Lane. Globalization and American Popular Culture (2012, page 3),
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“The first is the Cold War, the nearly fifty-year political and military standoff between the
United States and the Soviet Union from 1945 to 1991. The second is the controversial U.S.
Global War on Terror (GWoT), launched after the terrorist attacks on New York City;
Washington, D.C.; and Pennsylvania on September 11, 2001— typically referred to as 9/ 11.”
He explained that “During the Cold War, for example, the United States and the Soviet Union
established vast international coalitions that promoted their interests, and each tried to check
the actions of the other. The U.S.-led coalition was centered in the Americas, Western Europe
(which came into being only as a result of post– World War II policies), and the Pacific area of
Australasia. The Soviet coalition consisted of the Eurasian landmass on which the Soviet Union
was located, Eastern Europe, and at times, China. (China was allied with the Soviet Union after
its Communist revolution in 1949; however, it subsequently developed an independent agenda as
a Communist nation outside the control of the Soviet Union.) The two sides promoted
dramatically different social, political, and economic philosophies: capitalism and liberal
representative democracy in the Western, U.S.-led coalition; and communism and state control
in the Soviet, Eastern bloc. These coalitions occasionally engaged in armed struggle, usually
through proxies, as happened in wars in Korea, 1950– 1952; Vietnam, 1964– 1975; and
Afghanistan, 1979– 1989. More often, their fights were at the level of propaganda. Each side
insisted its way of life was superior.”
Crothers, Lane further explained the salient changes of Cold war vs American popular culture in
these three sub paragraphs below (2012, page 3-5):
i) “Global trade and immigration patterns, social and political ideas, security systems, and even
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popular culture practices were profoundly shaped by the Cold War. The Western bloc advocated
relative freedom in personal choice, economic trade, and immigration, while the Eastern bloc
practiced state control, the limitation of personal freedom, and government ownership of
factories and other productive enterprises. The West insisted that personal liberty promoted
maximum happiness and growth, benefiting most people even if others suffered problems like
poverty, crime, and lack of opportunity. The East insisted that government control would allow
the products of society to be distributed among all people equally, thereby limiting some
people’s economic and individual freedoms in order to ensure that everyone had the basics of
life.”
ii) “Soviet leaders and their ideological allies regularly referred to the West as culturally
corrupt. By this they meant that Western— usually American— cultural products like movies,
music, television, fast food, clothing, and the like were insubstantial and and meaningless or,
worst of all, promoted poor moral values. (Why this might be the case is addressed in detail in
chapter 2.) While Westerners insisted that popular entertainment and performers like the singer-
superstar Elvis Presley or television shows like Leave It to Beaver provided individuals with
opportunities to create, invent, and provide joy and pleasure to others, Soviet leaders argued
that the values expressed in these acts and programs tended to erode public morals and social
order. Soviet rulers, accordingly, worked hard to keep Western-style pop culture away from the
Soviet people. Yet in working to exclude Western entertainment from their societies, the leaders
of the Soviet-Communist bloc (including the People’s Republic of China) actually stimulated
interest among their citizens in American popular culture. By making the fruit forbidden, the
leadership made it attractive.”
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iii) “A vigorous black market developed across the Soviet Union and its allies as people
smuggled or otherwise brought Western popular culture products like books, magazines, food,
clothes, and other products into their lives. Western popular culture was thus present in the
Communist bloc well before the Soviet Union finally collapsed in 1991. Western leaders
exploited the lure of their popular culture during the Cold War. They created radio and
television stations such as Radio Free Europe/ Radio Liberty to broadcast as much popular
culture material into the Soviet bloc as could be programmed. This programming was done to
achieve the very purpose the Soviets accused it of: to westernize the values of those who watched
or listened to it. Western leaders used the power and appeal of American popular culture to help
win the hearts and minds of people inside the Communist bloc.”
From the analysis and descriptions above: it is interesting to note how the power of popular
culture shaped the world, dating back to many decades ago. It may also be shocking to see how
popular culture affects even politics, world views, decisions made by world leaders and how the
global community reacts to these inputs.
Another shock from these analysis is observing how American popular culture intersects with
foreign national laws (sanctions or embargos) on cultural products, especially from American
shores.
Bans – As is usually the case with embargos, sanctions, blocked content, restrictions; whenever
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access to something (a subject or content) is restricted or denied, it has the potential to raise
people’s curiosity. It is this curiosity that often leads to black market and smuggling of materials
or content by sellers or hackers, so that people can have access to it, as it is usually the case with
American popular culture products when banned in foreign countries.
Most world leaders enact laws to block American products, especially cultural content due to
many reasons as stated above. They viewed American popular culture as a medium that transmits
corrupt, poor morals and misleading values to its consumers and they didn’t want that for their
citizens. They understood United States of America to be a country that has mixed cultures and
in its blended nature, has lost what can be called a normal social or cultural order. They saw
America as a country that champions individual freedom, liberty and justice; the last two words
are embedded in the America’s pledge of Allegiance. They wanted to be in control of their
citizens, especially their mind and thoughts. They were afraid of losing their culture and did not
want their citizens to be culturally subversive. Hence, most leaders will usually do anything
within their power to block the infiltration of American pop culture such as movies, clothing,
food, lifestyle, music, sports, books and anything “American-ness” – into their country.
According to Merriam-Webster dictionary, subversion is defined as a systematic attempt to
overthrow or undermine a government or political system by persons working secretly from
within. Hence Cultural subversion can be seen as when an effort is made to twist or change an
established order of power, authority which has the potential to change the cultural landscape of
a cultural group. This change is what most leaders are worried about especially knowing that
American popular culture has the “soft power” – this is the subtle effect of changing and
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influencing peoples mind without them knowing. They feel that if their citizens experience this
unique American popular culture, there is a tendency for them to become Americanized, which
can change their cultural dynamics.
Pop culture and globalization cannot exist in isolation as both terms have some of these tenets:
• counter-culture elements, human factor and inclusion of people
• commercialization, business, sales and marketing
• exchange of ideas, information, values and attributes
These tenets help to bridge the gap between pop culture and globalization.
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CHAPTER TWO
AMERICAN POPULAR CULTURE: COMMUNICATION THEORY AND MODEL
This chapter will explore the American pop culture, communication theory and model.
GLOBAL VILLAGE
In analyzing American Popular culture and its influence has impacted globalization and
immigration, there is a questions that needs to be discussed. Why bother with the term
globalization? How does this work and how is mankind contributing to the global cycle? How
are we affected by globalization? This question might look easy and simple to answer but the
truth is that, with modern smart devices which helps transmit information and content faster from
one channel to another, the world has transformed into a global village. With the world being
viewed as a global village, it is valuable to determine if this fosters globalization and encourages
cultural exchange. The pros and cons of this fusion will be explored in this capstone.
Global village, as defined in Merriam-Webster dictionary, is when the world is seen as a single
community connected by computers, television, internet, telecommunications, smart device and
electronic media and all depend on one another to reduce distance and isolation.
This term is largely accredited to Marshall McLuhan and discussed in his books - The Gutenberg
Galaxy: The Making of Typographic Man (1962) and Understanding Media (1964).
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Marshall McLuhan, a Canadian Professor of English, philosopher of communication theory
and public intellectual understood the influence of electronic technology on people. He
postulated that the “globe has been contracted into a village by electric technology and the
instantaneous movement of information from every quarter to every point at the same time.” He
believed that, “the enhanced electric speed in bringing all social and political functions together
in a sudden implosion has heightened human awareness of responsibility to an intense degree.”
Also thirty years before the Internet became a hit and was widely used, McLuhan predicted this
in his book The Gutenberg Galaxy: The Making of Typographic Man, (1962) - “the next
medium, whatever it is may be the extension of consciousness – will include television as its
content, not as its environment, and will transform television into an art form.”
He believed that “the medium is the message”, which means that the medium or channel used in
disseminating an information or connecting users to each other; is as important as the message
too. For example, when a message is transmitted from a sender to a receiver, the medium that
was used to send the message matters. People always want to know the message and the channel
used to send it. This is why when friends or people are chatting about something or reporting an
incident, there is always the quest to know how the message was sent or received.
• Was the message sent through the telegraph, telephone, television, radio, newspaper,
Facebook, email, verbally, letter or twitter?
Medium matters: The effect of receiving a message through the television (audio-visual) is
different from hearing it on the radio (audio), or reading it on social media from the smartphone
(digital), or a hearing it expressed (verbally) from someone physically present, in which who one
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can actually see the body language, perceive the tone, volume and pitch of the speaker.
Therefore, McLuhan believed that the medium used in sending a message, is vital to
communication and cultural exchange, an important aspect of popular culture. Popular culture
and globalization can not co-exist without a means or channel to share the content to a mass
audience. McLuhan believed that the medium was everything.
It is interesting to note that more than 50 years ago, anyone could have ever foreseen the future.
McLuhan studied how media, communications and electronic technology breaks the distance
barrier amongst people, unites them together as families and turns the users into a global
community. He understood the influence of media, electronic device and how it can change
humankind. He understood how the whole system worked. The real-time value, the speed and
instantaneous connection that comes with using media and technology, are the appealing facts
that attracts more users to this medium. One major difference between a physical small village
and an electronic global community, now turned into a global village is that:
• This community usually have something in common: shared values, likes, dislikes, and
similar interests; which creates a strong bond for them and makes interaction easy
• It makes the users feel like they are members of a tight knit family, in a small village
United States of America is a country full of different cultures, race, background, demography,
habits, norms and values all intertwined. As a result of this, most sector of the country is filled
with all kinds of cultural differences with some homogenous bond. Therefore, the American
popular culture (music, movies, television, sports, business and technology industry) is made up
of all racial backgrounds: Blacks/Africans/Caribbean’s, Caucasian, Asians, Hispanics/Latinos,
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Native Americans and so on.
People in all racial category with different kinds of racial component often bring their own
ideologies, fantasies, realities and representation of what they experienced growing up into the
pop culture. These may be writers, producers, artists, musicians, athletes, broadcasters, business
leaders or analyst, who show us what their normal life looks like and share information with us.
They invite us into their life, transfer their stories, new inventions and breakthrough into the
audience. It is to walk with them, feel their pain, share their experiences whether good or bad,
see first hand the stereotype blanket placed on people who look or talk like them and how they
overcome limitations or discriminations. For some, it’s all about the American dream.
Immigrants who later become citizens of United States of America and descendants/generations
of immigrants also help to influence the sector they work in and communities they live in. They
often see the world first in their own cultural lens and then through the American worldview
lens, can interject their ideas into the projects they are working on. This has the power to change
the scope of the American Popular culture and as a result becomes culturally fluid and diverse.
The American popular culture gets enmeshed in a mix of different cultural rules, superstitions,
taboos, customs, etiquette and lifestyle which is often perceived as the “real American life”.
Most people in other countries (potential American consumers) identify with some ideas, values,
beliefs and lifestyle in American pop culture. These ideas are either real or mere fantasies and
has the effect of attracting the audience, making them believe that the content in the American
Popular Culture is a true presentation of America.
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People may relate to the content or subject portrayed in American Popular culture because of:
• new information or rare opinions expressed in pop culture which they like
• the desire to explore new cultures, ideas and learn from other countries
• display of props in music videos that is similar to their cultural products
• ethnic attires worn by featured guests on television which they appreciate
• cultural inclusion, diversity, advocacy or open dialogue on sensitive topics
• race, the country of origin in the name of an artist or their background information
• mention of tourist attraction sites, notable personalities or iconic site of their country
• the content of an artists’ work which they love or resonates with their thoughts and
experiences (they may even be fans or followers)
• storylines that are similar to their own personal story or others around them on soap opera
The incorporation of this culture may be done by interjecting some components of their culture
into American cultural content such as clothing, slangs, food, lifestyle, stereotypical depiction for
inclusion. Americans who also are descendants of cultures from foreign countries and are
stakeholders in the American pop culture, have the power to change the cultural dynamics of
America. This can be done by making popular culture content more culturally diverse and
inclusive. The fusion of globalization, American pop culture and immigration has the power to
create a multiplier effect because both terms involves mass production, global reach, culture
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exchange, economy and law. As is in most cases, when a concept or idea involves people,
customs, laws, money and cross-culture, there are usually so many factors to consider, such as
the history behind this subject, the expectations and the overall benefit of the content or project.
TECHNOLOGY, COMMUNICATION AND DISTANCE
Nikola Tesla, Norbert Wiener and Joseph Carl Robnett Licklider are major contributors who
studied electronics, communication and distance. They made communication easier to
understand, which influenced the American popular culture in its early years of formation.
1) Nikola Tesla, a Serbian American, an inventor, engineer, physicist and futurist. He was
obsessed with the function of wireless transmission of energy in global spheres. He wanted a
large electronic scope that allows sharing information throughout the world. He understood of
the relationship between instant communication, wireless medium and distance.
In 1926, Tesla in an interview with Collier’s magazine stated that "When wireless is perfectly
applied the whole earth will be converted into a huge brain, which in fact it is, all things being
particles of a real and rhythmic whole. We shall be able to communicate with one another
instantly, irrespective of distance. Not only this, but through television and telephony we shall
see and hear one another as perfectly as though we were face to face, despite intervening
distances of thousands of miles; and the instruments through which we shall be able to do his
will be amazingly simple compared with our present telephone. A man will be able to carry one
in his vest pocket."
It is interesting to know that Tesla also predicted the ease of communication across long distance
through the use of a simple instrument. He understood the changes and influence the television
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had on consumers and how it intersected with social interactions in humans. This is where
technology (now made simple and mobile), intersects with socialization of human beings, breaks
the distance barrier and fits all these elements into pop culture.
2) Norbert Wiener, an American mathematician, a philosopher and the originator of
cybernetics. Weiner stated that “cybernetics is the scientific study of communication and control
of systems (mechanical, physical, biological, cognitive, and social systems), through the use of
technology (machine).” He said it is “the transdisciplinary approach for exploring regulatory
systems, their structures, constraints, and possibilities; with a focus on learning, cognition,
adaptation, social control, emergence, communication, efficiency, efficacy, and connectivity.”
Wiener in his book Cybernetics (1948), coined the term cybernetics and explained it simply as:
the study of machine, control, communication and its efficiency, which can be assessed from the
feedback. Feedback reveals how users of technology react to a message. It shows if they learned
anything, remember key points, adapted to the content shared, connected well and the efficiency
of technology.
The world can not communicate and experience a control of systems, without the influence
technology. Machines, electronics and regulated systems are most times part of the factors that
contribute to ground breaking inventions, in science and technology. The world hears and knows
about the success stories of inventors because they were communicated to the public.
3) Joseph Carl Robnett Licklider (also known as J.C.R.), an American psychologist and
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computer scientist. Licklider was a scientist that carried out several research on computer use,
generation of information, and how the use of technology by human beings can create a bond.
• In 1960, J.C.R. Licklider in a seminal paper called Man-Computer Symbiosis, predicted
that there would be an existence of “a close symbiotic relationship between computer
and human, including sophisticated computerized interfaces with the brain.”
• In April, 1968, Licklider and Robert Taylor (computer scientist) both published a paper
in Science and Technology called The Computer as a Communication Device; describing
the computer as a valuable tool for transmitting data and generating new information for
users, through regular interaction.
Therefore, Licklider saw the potential for an online network community. Hence he created a term
called netizen (net citizen). Netizen is an online network world, in which users view themselves
as citizens of a virtual community, contributing more content and fostering interaction within the
group. They give more than they receive in the group, because of their bond and shared interest.
Summary on the contributors listed above:
These inventors saw the technology (wireless or internet) as a channel that people can use to
connect and communicate their shared values (interests, ideas, opinions and needs), irrespective
of their distance and geographic location.
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COMMUNICATION
The noun “communication” or the verb “to communicate’ sounds like familiar words or any
other activity people do and partake in, on a daily basis. Simply put, it is the sharing or exchange
of ideas, opinion and knowledge between people or groups, through a means, on a subject.
Shannon and Weaver’s Model of communication (1949), is a theory that explains the basics of
communication, the process, the elements needed for effective communication and how to
optimize sending a message through a channel. This model is described in two different
diagrams above because of improvements made by science contributors over the years.
Communication is the process of sending and receiving messages or transferring information
from one part (sender) to another (receiver). It is the art of a sender (source, encoder, originator
of a content) sending a message through a channel (medium, transmitter, means of signal) to a
receiver (destination, decoder, recipient, institution, another person or group of persons whom
the message is intended for) through a with the expectation of a feedback (acknowledgement of
message received, rejection of the message, noise and silence.) This process is synonymous with
what most people do all the time: talking, chatting, giving an instruction, counselling, discussing,
transferring and exchanging a message, ideas and opinion.
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SHANNON AND WEAVER MODEL OF COMMUNICATION
Communication model is a concept used to explain the process of human beings communicate.
In 1949, Claude Elwood Shannon and Warren Weaver created the Shannon and Weaver model
of communication for Bell Laboratories, in a bid to explain how telephone and radio worked.
Here is a brief history below of both inventors:
1) Claude Elwood Shannon, an American mathematician, engineer, founder of information
theory and information age. In 1948, Shannon published a ground-breaking journal article about
information theory. He is regarded as the father of digital revolution, electronics communication
and a code breaker during the World War II. He believed that clear information was important
when sending an information through a channel. He solved engineering problems and focused on
reducing noise, interference and errors in communication. His ideas helped fix errors that affects
Digital CDs when it drops on the floor or is smeared with fingerprints and doesn’t play well.
2) Warren Weaver, an American scientist, mathematician, and science administrator. He is
regarded as one of the leading figures in machine translation and a great contributor to science
and communication. He supported many leading research in medicine, agriculture, molecular
engineering, genetics and developmental programs in mathematics and statistics.
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Shannon and Weaver’s model of communication diagram
(Table 3. and Table 4.)
Hence, based on the definitions stated by Claude Elwood Shannon, Warren Weaver, Nikola
Tesla, Norbert Wiener and Joseph Carl Robnett Licklider on communication, their analysis and
description have certain similarities. The five contributors acknowledge that for effective
communication to occur, especially with the use of technology which is crucial in exchange of
global culture, certain terms are essential which are listed below:
• a system that controls or regulates what is shared
• a communication content to spread a locally and globally across a distance
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• feedback via adaptation to new values and lifestyle which validates its efficiency
• emergence of new behaviors or resentment through imitation of lifestyle.
• The involvement of human being(s) or+and machine(s)
The terms expressed above in bold texts from the five definitions of the theorists many years
ago, are still relevant in todays’ world. The presence of modern smart devices, software, internet
and technology which serves as the machine that helps transport music, movies, modern
lifestyle, news from the television, sports, fashion and media content (message) to the world.
The industry can measure the adaptability and reception of its audience (receiver) to a message
(pop culture content) based on the feedback they get, through imitation of acts, increase in sales
of materials, merchandise, viewing or discussion on social media platforms.
In American Popular culture, these terms are visible, active, core elements and makes “pop
culture” still exist successfully across the globe. The power of effective communication (writing,
speaking, singing, acting, dancing), modern technology, the process in its entirety and an
audience willing to learn gain new experience, are part of what makes the American Pop culture
evolving and influential in globalization and immigration. It has the ability to attract audience
globally with the use of the communication theories, which are crucial to its staying power. The
five theorists’ explained the communication process and the American Popular culture uses it.
21st
century - Here is an update after many years of the early global village experience
People now have a quicker access to information, breaking news, media outlets, internet, emails
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and trending topics, because of frequent or high use of digital media and smart devices.
• With the touch of a button, download of an app, live streaming, news feed, news troll and
constant updates on smart devices, people can connect with strangers, friends, family,
acquaintances and the world. It is like carrying the world in your palms, in your bag, on-
the-go 24/7/365 (24 hours: 7 days: 365 days = all year round).
• The notion of what should be classified as local, regional, national or international
subject, content or news; is gradually eroding users mind. This is because people feel
closer, connected and linked to each other more than ever before. It is like being in one
place physically but in many places digitally at the same time.
• With the media creating a sense of closeness and proximity for its users, there comes the
challenges of knowing too much, knowing everything about other people’s business,
which in-turn now becomes our business, everybody’s business. People now feel like
they are family with someone living hundreds of miles away from them, yet are treated
like their next-door neighbor or one who lives down the street or few blocks away.
• Smart device help users connect with people far away while the people close to the users
physically are sometimes ignored. The smart technology that brings people together
sometimes becomes the tool that fosters alienation. For example, a group of people
(family or friends) can be together in a location yet are deeply engrossed, neck deep or
face down into their smart device, instead of talking and engaging with each other.
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The world being a global village, has helped bring people together and the spreading of a
message or lifestyle, is getting easier day by day. Pop culture usually has a message or purpose
for its creation, whether it is for social change, information sharing or entertainment. However,
some consumers of pop culture find it difficult separating fiction from non-fiction. They don’t
know when to draw the line between real life scenes and reality shows. Everything looks normal,
weird or newsworthy to them and the temptation to share a message to others is on the increase
with commands such as: like, share, tweet, retweet, quote and post a content on social media.
The social engagement among people can change the dynamics in communication.
In the mood of sharing, liking, retweeting and reposting message, the potential for content to go
viral is likely. This exposes others to a new culture, reinforces some thoughts, ideas and can lead
to imitation of certain character, behavior and lifestyle.
The unanswered questions are: is life imitating art or art imitating life?
• Can popular culture influence people’s behavior, actions, thoughts or lifestyle?
• Are consumers of American Popular culture likely to imitate what they see and hear?
• Can watching, listening or embracing trends and lifestyle displayed in popular culture
lead to adoption of new values? If yes, to what extent can adoption of new values reach?
• Can this serve as a catalyst for social reforms and behavioral change?
• Can the global village continue to flourish without American Popular culture?
We will find the answers to the questions above, in the next chapter: Chapter 3.
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CHAPTER THREE:
AMERICAN POPULAR CULTURE IN PERSPECTIVE (MUSIC, MOVIES,
TELEVISION, SPORTS, FOOD AND GLOBAL CORPORATION)
LIFE IMITATING ART OR ART IMITATING LIFE
The saying that “Life imitates art” is often mixed with “Art imitating life” because sometimes
people imitate the habits, behaviors and lifestyle portrayed in creative works. This ranges from
acting out in real life the scenarios they watch in movies, using the lyrics expressed in musical
contents, imitating the fashion style depicted in the media or opining world views that are stated
in the pop culture. It is important to note that in Ancient times, art was seen as a form of
expression, entertainment, identity, talent and cultural discovery.
According to Merriam-Webster dictionary, art is defined as the various branches of creative
activity such as painting, music, literature and dance. It is decorative or an illustrative element in
printed matter. It is something that is created with imagination, skill, is beautiful and expresses
important ideas or feelings. This skill is acquired by experience, study or observation.
“Life imitates art far more than art imitates life” – Oscar Wilde
Oscar Wilde (legally known as Oscar Fingal O’Flahertie Wills Wilde), was an Irish playwright,
novelist, essayist, and poet. In his 1889 essay The Decay of Lying-An Observation, Wilde stated
that “the self-conscious aim of Life is to find expression, and that Art offers it certain beautiful
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forms through which it may realize that energy.” Through his essay, he pushed four ideologies
that differentiated the value of life from art in imitation. Here are the points below:
• Art never expresses anything but itself
• All bad art comes from returning to Life and Nature, and elevating them into ideals
• Life imitates Art far more than Art imitates Life
• Lying, the telling of beautiful untrue things, is the proper aim of Art
Wilde stated that “What is found in life and nature is not what is really there, but is that which
artists have taught people to find there, through art.” He gave an illustration of his belief by
making this analogy: “although there has been fog in London for centuries, one notices the
beauty and wonder of the fog because "poets and painters have taught the loveliness of such
effects. They did not exist till Art had invented them.”
Wilde believed that life imitated art far more than art imitated life. Life (human beings, opinion
leaders and its environments) simply followed what art (creative works) brought to its attention.
He positioned “life” as not having much power to control the influence of arts on human beings
and the effect it brought upon them. He believed that most things people do, think, dream of,
wish, admire and new behaviors adopted, were imitated from their exposure to arts. Therefore,
people are influenced by what they see, hear, learn or know from creative content and work. This
means they act out certain lifestyles and behaviors based on their exposure to popular culture
such as the American popular culture. He believed that arts -artists and their creative works- had
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the power to influence its audience (users of its platform) and that creative work has an influence
on what happens in the real world to real people, with real life experiences.
However, a contrasting opinion to the statement above was from Henry James, an American
novelist and a prominent literary realist in 19th
century. James Henry’s opinions on the
relationship between arts and life, were the exact opposite of what Oscar Wilde believed.
In 1884, James in a magazine article titled “The Art of the Novel”, stated that the novel is “a
direct impression of life.” He believed that the novel represented a creative content, and a
creative content is a direct impression of life, which means a creative work or content is inspired
from what happens in real life. Artists and creators gain imaginations of their work from life.
James believed the notion that “art imitates life.” His theory is that creative content or artistic
work is borne out of ideas or events that happened in real life. So artists simply report, discuss,
inform, entertain, remind, educate, share and tell the story or experience based on real life events
or people; through their work of arts. Creators of arts such as novels, fictional or non-fictional
content are inspired by real life scenarios, real life stories and add to the perception of storyline
(either monologue or dialogue). He used a novel as an example of creative content that is written
from people stories or events. It is noteworthy to understand that movies, music, television, and
subjects, topics or ideas expressed through the media, can be classified as artistic content.
The question on if pop culture still has an effect on its consumers, the society and the outside
world still lingers. The query on influence of pop culture through the help of media, often arises
when parental rights activists, counsellors or media regulators worry about the influence of
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television and internet content on viewers, especially young ones. Some people believe that the
rate of violence among youths and adults in the street, is connected with the amount of violence
displayed in video games, movies, thug life portrayed in music videos and lyrics, which has led
to an increase in bullying, revenge and mean boy/girl syndrome. Other people believe that when
youths and adults display bad and violent behaviors, it is because they already had a pre-existing
flair for violent content and behaviors but the media only helped to bring it to light.
In pop culture, there is a difference between the everyday real-life events, stories or content
versus imaginary events, stories or content that are created, yet both are created and presented as
popular culture content. In American Pop culture, some of its audience and consumers may or
may not know the difference between real life content and reality show content. Some consumers
of American popular culture believe most popular culture contents they are exposed to and see it
as “life imitating arts”; while others believe that the content of American popular culture is not a
true representation of the normal civil life of Americans or values. Consumers sometimes are
confused on reality versus mimesis, which is the imitation of the real world in art and literature.
The truth of the matter is that there will always be different opinions and argument on whether
life imitates arts far more than art imitates life.
The lesson: Wilde believed that life imitates art more than art imitates life as events in real life
occur of because of an imitation of a creative content, while James believes art imitates life (an
otherwise thought). Since Ancient times, arts have transitioned from carved woodworks,
paintings, cultural marks on the body, to digital arts and modern media, as seen on the internet,
smart devices and television. The challenge with believing or not believing the contents of
American Popular culture, is that the more consumers are exposed to it, the more likely it’s
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perceived as imitations of American values and culture, leading to the reinforcement theory.
REINFORCEMENT THEORY
Reinforcement (in behavioral psychology), according to Wikipedia, is a consequence that will
strengthen an organism’s future behavior whenever that behavior is preceded by a specific
antecedent stimulus (an energy or prompting that makes an organism act out a learned
behavior). It is the enhancement of behavior, memory and amplified response to a subject,
stimulus or an action due to repeated exposure to it. Also according to Wikipedia, reinforcement
theory (of mass communication), is a limited effects media model applicable within the realm of
communication. The theory generally states that people seek out and remember information that
provides cognitive support for their pre-existing attitudes and beliefs.
With both definitions above, it means that constant exposure to music, movies, television,
lifestyle and elements of pop culture, has the tendency to create repetitive reaction and response
from consumers. This stimulus can be activated through some of these methods:
• watching music videos, movies or television programs (science, fiction, action packed or
romantic comedy based)
• watching sports program and following the lifestyles of actors, athletes, or celebrities
• watching news (both good and bad news), listening to radio, hearing what’s on podcast
• using the social media for connecting with people and posting contents that goes viral
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Exposure to American popular culture has the potential of supporting the reinforcement model,
which believes in the notion that repeated exposure to popular culture content reinforces
American views, behaviors, lifestyle and beliefs. Also, the determining factor depends on the
influence of exposure and relationship between arts versus life imitating each other.
Exposure of popular culture, can be analyzed through the following below:
• Who is/are the audience (demographic and background information such as age, race)?
• What kind of art (creative content) are the audience exposed to?
• How many times are the audience exposed to the creative content (duration)?
• How long were the audience exposed to the creative content (breath of timeline)?
• In what shape or form is the art presented to the audience (detail)?
The school of thought behind the reinforcement model, is that repeated exposure to American
cultural contents can spring up new cultural trends and ideas on its consumers, knowingly or
unknowingly. The explanation gives a different and new meaning to content analysis and
audience engagement (mental). This means that these individuals (users and consumers of pop
culture) may or may not realize the influence that soft power of technology has on them. They
may not know that repeated exposure to American pop culture can change their behaviors,
beliefs and lifestyle. It is not certain about the probability of a change, but there is the possibility
of a salient change happening gradually, which can lead them to appreciate American as a nation
and most things associated with United States of America. This feeling is in the urban street
language is called Americanness state of mind. Americanness according to the dictionary, is
loosely defined as the the quality and characteristic of being American.
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The next question is: how and why do consumers choose the content they want to receive or
reject based on repetitive exposure to pop culture? The answer lies in three components of
reinforcement theory: selective perception, selective exposure and selective retention.
1) Selective perception: According to Wikipedia, this “is the tendency not to notice and more
quickly forget stimuli that cause emotional discomfort and contradict an individuals’ prior
beliefs. It is the process by which individuals perceive what they want to in media messages
while ignoring opposing viewpoints. It is a broad term to identify the behavior all people exhibit
to tend to "see things" based on their particular frame of reference. It also describes how we
categorize and interpret sensory information in a way that favors one category or interpretation
over another. In other words, selective perception is a form of bias because we interpret
information in a way that is congruent with our existing values and beliefs.”
2) Selective exposure: is also known as "Congeniality Bias" or “Confirmation Bias”.
According to Wikipedia, this “is a theory within the practice of psychology, often used in media
and communication research, that historically refers to individuals’ tendency to favor
information which reinforces their pre-existing views while avoiding contradictory information.
Selective exposure to information refers to the phenomenon in which individuals tend to prefer
information that supports a certain view or decision and in which they tend to neglect conflicting
information.” According to the historical use of the term, people tend to select specific aspects of
exposed information which they incorporate into their mindset. These selections are made based
on their perspectives, beliefs, attitudes and decisions. People can mentally dissect the
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information they are exposed to and select favorable evidence, while ignoring the unfavorable.
This theory is linked to the cognitive dissonance theory.
Cognitive dissonance theory was founded by Leon Festinger, a social psychologist. The theory
explains the discomfort or uneasiness an individual feel when two or more contrary values,
beliefs, or opinions are presented on a topic; or how to act in a way that is against one or more
values and ideas. The uneasiness often creates conflict for an individual between choosing the
new information or content received and making a choice on how to blend it with the pre-
existing ideas, values, beliefs or opinions held. The uneasy feeling can make an individual
choose a side from the different views and stick to the beliefs they like, for consistency, balance
and harmony in opposing views and values. The search for balance in views also can lead to
cognitive equilibrium, which is defined “as a state of balance between a person’s mental
representation of the world and his or her environment.” The assumption of this theory is that
individuals will continue to think through about the values they have embraced, even after they
have made a stance on an issue and can lead to reinforcement of opinions on it.
3) Selective retention: This phenomenon occurs when “people remember only those items that
are in agreement with their predispositions. The ease with which a person can recall information
impacts the level and intensity of judgment related to the topic.”
In summary, the reinforcement theory of psychology and mass communication, are used in this
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study because its analysis helps explain how human beings react to information, communication
and media (popular culture). Analysis and understanding of human behavior and its link to
popular culture is necessary because the media (traditional or modern), is a key channel often
used to transmit popular culture product (message) to the consumers (audience). Hence the
choice of both theories fits the scope of this explanation.
Also, the three selective components of the reinforcement theory show the different approaches,
at which human beings accept new information and the deliberate choice they make on which
opinion to hold on to or reject. It also shows that human beings have the will power and
intelligence to choose which information influences their values, opinion or beliefs and are not
all that gullible when making decision, in acceptance of new values in American pop culture.
HISTORY OF AMERICAN POPULAR CULTURE
For the purpose of this study, the focus on common elements of popular culture will be on
music, movies, television, sports (NFL), food (MC Donald’s) and global corporation (coca cola).
As I commenced this research, the major question that came to my mind and the mind of people
I came across in relation to this topic was: Why is America mentioned in relevance to popular
culture? Is it because America is seen as a super power country or has the financial power and
connection? Why is American popular culture suggested to have an influence on globalization
and immigration and not any other country (ies) mentioned?
Ernest Andre Gellner, a British-Czech philosopher and social anthropologist, believed that
popular culture is the result of the Industrial Revolution, which made the creation of mass-
produced popular culture possible in the first place. The Industrial Revolution was the
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transition to new manufacturing processes in the period from about 1760 to between 1820-1840.
This industrialized period changed the production methods, switching from hand involvement to
using machines, delicate tools, new technology, which changed the previous factory patterns.
According to Lane Crothers (2012, page 38), “People in an industrial society need to
understand
how their work connects with the work of an entire system of processes, actions, and actors if
they are to create a car, balance, a corporation’s accounts, or coordinate the efforts of an entire
factory floor.”
Therefore, for people to operate new equipment’s effectively and safely, it was important that
they know how to read, write or comprehend the instructions in the factory. Hence, the need for
people to be literate became a requirement, leading to a push for basic education, logical thinking
and general knowledge on many subjects. This caused a rise in literacy level, general knowledge
of the community and the social standard of the former illiterates moved up from low culture
(low class) to high culture (high class.)
The advent of popular culture, helped shape the community’s way of thinking and fostered a
uniformed way of behavior, a general expectation, universal education and knowledge, thereby
creating a commonality among its residents. There was the general knowledge and understanding
shared or expected on a topic or issues, leading to mass production of behaviors and lifestyles.
There was the display of popular behavior, popular beliefs, characterization all emanating form
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mass production of services, products and shared communication content.
Also Crothers, Lane (2012, page 13) further explained that “Much of the distinction between
“high” and “popular” culture was developed during the Enlightenment. Intellectuals of the
time began to pursue universal standards on which to base principles for human life. These
principles were to be the product of human thought and exploration rather than derived from
mystical superhuman sources. Then, since only the educated and the elite were trained to
understand the components of “real” beauty, those things that were objectively and universally
beautiful (at least according to those who interpreted them) became associated with “high”
culture. Everything else became “base, common and popular.” The social split between high
and popular culture intensified and expanded with the onset of the Industrial Revolution in the
late 1700s. At the beginning of the Industrial Revolution, popular culture became mass
produced. Large multinational corporations providing goods and services for profit began to
produce it in vast quantities. Their motives were profit seeking: a book, a magazine, or – once
the technology developed - recorded music, a movie, a television program, or anything else
labelled popular culture was produced only because of its likely sales appeal.”
The Enlightenment period (Age of Reason), started as a movement in the 18th
century in
Europe, when a push for philosophical ideas, politics, science, logical insights, reason, liberty
and tolerance surged. This new understanding of life, philosophy and rational thinking, caused a
clash between free thinkers and ruling authorities – the state and religious institution. This was
the rise of the “questioning period,” when important subjects were queried, analyzed or rejected;
creating a new culture of intellectuals willing to share their thoughts to human kind.
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POPULAR CULTURE
The primary purpose of popular culture, according to Crothers, was “to be consumed by users
who paid for the privilege of reading a mass-produced book or magazine. Such production was
essentially secular in nature, meaning that nothing was sacred or holy – everything was
available for marketing and consumption.”
Popular culture got a new meaning in the twentieth century, from notable scholars such as
Herbert J. Gans, German-born American sociologist; Mary Douglas, a British anthropologist
(human culture and symbolism); and Baron Charles Isherwood, a British anthropologist too.
Gans, Douglas and Isherwood believed that pop culture fostered a community of individuals that
shared common understanding of products and services that should be bought, used and
consumed. The users of popular products formed a bond, a culture because they had common
taste, needs, values, and standards, which reinforced their style, behavior and established them as
a force of consumption to be reckoned with.
Thus the items for cultural exchange and consumption were mass produced and mass-consumed,
making the users appreciate it in a unique way. Appreciation of mass information and production
matched the lifestyle of the Enlightenment era. Hence for mass production and mass
consumption of cultural products to get to its users, it was pertinent that tactics for dissemination
of information and mass approval be used. This ushered in the channel of mass communication.
MASS COMMUNICATION: CONTROL AND FREEDOM
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HISTORY (KEY FACTS)
According to Lane Crothers (2012), here are some key facts:
• The first movie that was ever made and recognized as a proper audio visual product, was
filmed in France in the late 19th
century, not in America (Hollywood).
• The first television broadcast was in London in early 20th
century.
• The first recordings of music and speech were made in Europe.
In the early introduction of media and electronics into the society, America did not dominate the
audio-visual industry or rule the popular culture world. However, the trends in popular culture.
Has changed as a result of events and many factors in international politics, business, media and
the global scene. America gradually became a key player in popular culture from many years
leading up till now, through so many factors which shall be discussed below.
It is important to know that human beings love to interact with each other and their environment,
as mentioned in Chapter 1. As people travelled (migrated) from one place to another either
because of war, business or for pleasure, it became important that they know how to generally
communicate effectively for easy understanding. Hence, human beings searched for common
way to communicate and distinguish each other’s culture from the other, in terms of what was
considered to be “high culture” and “low culture - now called popular culture.” It is believed that
a shift from rural to urban dwellings often changes the dynamics of communal bonding and
moral values because of the influence of sexually explicit media content.
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The Frankfurt school of mass society opined that those who control the means of mass
communication, could negatively change the norms, values and beliefs of the rural residents,
thereby creating a shift for people to the urban areas. The fear of early media controlling its users
and taking over the mind of the general public, led to the heavy scrutiny of communication
content and control by the government. This control was more dominant and visible in Europe
than the United States, where freedom of opinion and media reigned.
EUROPE: PRINT INDUSTRY
In 1436, Johannes Gutenberg, a German blacksmith, goldsmith, printer and publisher introduced
printing to Europe. His introduction of a mechanical movable type printing press initiated the
printing revolution, which involved the creation and distribution of printed materials, books,
pamphlets, newspapers and magazines. This invention changed the way communication and
information was sent or received in that era and part of the world. The literacy level gradually
increased as people wanted to read more, learn more, know what is happening around their
region and the world. This breakthrough in literacy led to more interaction among readers.
As is usually the case in most parts of the world, whenever there is a change to the modus
operandi in a society, there are those who may be uncomfortable with a change. This is exactly
what happened with the invention of printed materials, as government and religious authorities
become worried that the media will take the power of influence away from them and they may
lose out in public affairs. Hence government authorities controlled printed materials, by dictating
what was permissible or impermissible for printing and created harsh laws, penalties and death
sentence for violators.
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This move created fear among printers who then formed printers’ guild in Europe, for economic
protection of their job and industry. All these changes led to slow progression of printing and
literacy in Europe, causing some people to move to a more favorable location for business and
freedom of press at that time, which was the United States of America.
EUROPE: AUDIOVISUAL INDUSTRY
AUDIOVISUAL: This is a communication content that contains both sight and sound in the
form of slides or video recorded speech or music. According to Wikipedia, audiovisual (AV)
means possessing both a sound and a visual component such such as slide-tape presentations,
films, television programs, church services and live theater productions. Examples also included
recordings, telegraph, telephone, and radio.
Once again, the audiovisual industry encountered same problem that the print industry endured,
which is: the regulation from ruling authorities. Most government saw the influence that the print
industry had on its citizens and feared that audiovisual will change the mental, social and
political scope of their society. One of the earliest audiovisual participators in Europe at that
time, was the British Broadcasting Corporation (BBC).
The British Broadcasting Corporation (BBC) is a British public service broadcasting station that
offers mass communication service through the radio, television and online and is headquartered
in London, United Kingdom. The organization publicly owned and partially controlled by the
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government, was founded in 1922 and aired programs designed for the British people.
Crothers, Lane (2012, page 93) stated that “In particular, the British government has historically
set content standards that the BBC had to meet in order to keep operating. More generally,
governments used their power to regulate the broadcast airwaves to create state-sponsored
media broadcasters that offered programming that met the government’s criteria for what ought
to be broadcast. Additionally, many governments provided subsidies to private filmmakers in
return for state influence over the content of any movie. As a consequence, in most of the world
the AV media developed in cooperation with, and sometimes under the direct control of, the
political leaders of the nation in which the media were based.”
The government and ruling authorities regulated the mass media industry by limiting the
freedom of speech, creation, production and presentation of programs or content that can be aired
to the people. The main purpose of government controlling the media, was to ensure that their
citizens were not exposed to dangerous ideas, wild opinions, values, beliefs, and strange
behaviors pushed by audiovisual industry. Only the government and upper class ruling people
determined what was considered dangerous or safe.
The community influencers and opinion leaders viewed the media as their tool for protection of
government policies, political, social or religious views; and not for people to get current
information, have an opinion, a change in view on issues that mattered to them, protest, or have
fun in enjoying their own choice of entertainment. Obviously they were afraid of change and
would rather control the AV to have a dormant citizenry (staff, workers, people) than promote an
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enlightened concept. These regulations reigned in United Kingdom and was adopted in many
parts of Europe, which was different from the media operation in the United States of America.
UNITED STATES OF AMERICA
The operation and control of printing and mass media industry had a different outcome in United
States. In United States of America, the government and elites had regulations set in place to
control what was printed, the number of staff, apprentice, limit access to printing press,
machines, laws and high tax for paper used in production. Unfortunately for the elites, the
regulations existed, only that their plans were not effective as witnessed in Europe.
PRINT INDUSTRY
The mass media industry did not let the rules ruin their freedom of communication, literacy
growth or business expansion. The print industry diversified from printing regular information
into production of Bibles, placement of advertisements for commercial purpose, entertainment as
there was an increase in American population (colonies), literacy and religious curiosity.
Printing became a vehicle for companies to sell their goods and services (for profit); and for the
religious groups to spread the word of God to the world (to proselytize.) The consumerism level
was across diverse demographics, their needs grew rapidly and changed print industry in U.S.
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According to Crothers, Lane (2012, page 94), he stated that, “The twin forces of profit and
proselytizing would push the American mass communication industry to expand the rapidly and
innovate the needs of a diverse market. For example, from 1790 to 1835 the number of American
newspapers grew from 106 to 1,258 (more than 1,100 percent), even though the U.S. population
grew only 400 percent in the same period (while the number of newspaper subscriptions per 100
households grew from 18 or 19 in the 1780s to over 50 in the 1820s.) By contrast, Great Britain,
which was more heavily populated, had only 369 newspapers in the entire country in 1835 –
only 17 of which were produced daily. In the United States, mass communication became an
agent of both God and mammon, as individuals and entrepreneurs explored ways to use it for
both their commercial and their ecclesiastical ends. It was not a tool of state power, at least not
directly.”
The American print and audiovisual industry started evolving, becoming more creative and
developing into a business enterprise. With the nation having a large geographic base, different
state laws, constitution, new settlers, and diverse business needs; the mass media industry was
able to get past the governmental regulatory impediments and turned the situation around for
their own good. The American mass media differed from their British or European counterparts
because they had the freedom to explore and present different communication contents,
commercialize products and services in the attractive, profitable manner to the public.
Hence with little interference from the government, the mass media industry and owners became
more capitalist, business minded and personified. This gave birth to American Popular culture as
all these experiences and events changed the dynamics of how communication was sent,
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