John Fiske Argues That ‘Popular Culture Lies Not in the...

John Fiske argues that ‘popular culture lies not in the production of commodities so much as the productive use of industrial commodities’ (Fiske, J. 1990, Understanding Popular Culture. London: Routledge, p.28) Essay By the word â€Å"culture† we refer to the social circulation of meanings, values and pleasures to the processes of forming social identities. Popular is a more elusive term even than culture. One meaning of the word, is what is most popular is what appeals to the most people. Another, supported by John Fiske, is that the popular serves the interests of the people. In this light John Fiske reference De Certeau in his book â€Å"Understanding Popular Culture†, saying that popular culture is the â€Å"art†¦show more content†¦Fiske underlines that people can’t be generalized into a â€Å"mass†, we all consume differently and a ready product can be changed and used in our own way. When we buy a product we make our own meaning to it- for instance, a simple woman’s bag can be decorated by the consumer, so that it can fit the needs and satisfy the person’s desires. This is why the producers of the commodity are the consumers, the final product is our needs and meanings and therefore we gain pleasure when consuming. For a culture to exist it needs to have meaning to us, this is why these meanings can be produced, which is a constant and active process since our everyday lives and therefore needs are changing fast. Fiske also claims that for a production of a commodity the ethnicity, class, gender doesn’t matter, since our needs and daily round does not distinguish themselves from these qualities. What matters is what is â€Å"popular† and what is popular is claimed by the people, whose needs and meanings dictate in the industrialization of products. Even thought the industry and advertisers are trying to control these cultural meanings and needs, people resist and fit the products to their lives. As Fiske says as an example â€Å"People can, and do, tear their jeans†(Fiske,1990,p.26) and we are not talking only to fit it into our daily round, but also to our uniqueness. Each person desires to distinguish themselves, so it is a common practice to take a product and rem ake it throughShow MoreRelatedImplementation and Use of ERP Systems18074 Words   |  72 PagesTopic: ERP Edit ERP Project Thesis Title: A study into acquisition and use of enterprise resource planning systems for improved business intelligence and decision making at ABC company Keywords and phrases in this document are: ABC (Activity based costing) IT (Information Technology) COTS (Commercial off the Shelf) MRP (Manufacturing Resource Planning) ERP (Enterprise Resource Planning) CEMLI (Configurations/Customization, Extension, Modification, Localization, and Integration) XYZABC (InformationRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesAyana Jones Senior Managing Editor: Judy Leale Production Project Manager: Becca Groves Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Senior Art Director: Janet Slowik Art Director: Kenny Beck Text and Cover Designer: Wanda Espana OB Poll Graphics: Electra Graphics Cover Art: honey comb and a bee working / Shutterstock / LilKar Sr. Media Project Manager, Editorial: Denise Vaughn Media Project Manager, Production: Lisa Rinaldi Full-Service Project Management: