A general overview of culture, pop culture, fads, trends, and zeitgeist in the media. Includes a quick look at the top five global brands. Created for education in media studies.

1. “If it isn’t
popular, then it
isn’t culture.”
http://www.intellectbooks.co.uk/MediaManager/File/popularculture%28jan12%29web.pdf

2. Definition of culture:
•The values, ideas, arts, entertainments, beliefs,
customs, and social behaviour shared by large
segments of society

3. Definition of pop culture:
•culture produced for mass consumption
•Short for “popular” culture
•Considered the opposite of “high culture”
for the elite

4. What does it include?
•toys and games
•fashion fads
•trends in magazines
•gossip about famous people
•television shows
•movies
•video games
•souvenirs (ex: ticket stubs)
•posters of celebrities

5. Why should you care about pop
culture?
•It has strong connections to education,
mass communication, and society’s ability
to access knowledge

6. Why should you care about pop
culture?
•It has great influence and impacts
everything from fashion to food packaging

7. Why should you care about pop
culture?
•Most of us have the reality television show
that we don’t want anyone to know we watch,
the pop song whose lyrics we would never
admit we know by heart – but why do we feel
guilty?
Click

8. Why should you care about pop
culture?
•Pop culture seems to simultaneously
encompass everything we love most about
mass media and everything we fear
•For this reason, it is important that we
understand why

9. But first…
a few definitions you need to
know

10. Zeitgeist: zeit = time; geist = mind
- the “spirit of the times”
- the general mood and
culture within a nation

11. Zeitgeist Examples
•1980’s = belief in power of money
and the many ways to spend it
•1970’s = peace, love
•1950’s = post war euphoria
•1920’s = frivolousness and
avoiding seriousness

12. Fad vs. Trend
Fad – short-lived interest in an aspect of
culture
Ex: Pogs, marbles, platform shoes
Trend – an interest in an aspect of culture
that’s longer lasting than a fad; affects a
greater amount of people
Ex: iPods, baseball hats

13. Icon
a person or image generally looked up to (and measured up
to); almost everyone is familiar with him/her/it
Ex: Madonna, the Golden Arches

14. Icons

15. The Rules of Pop Culture
•Don’t challenge currently accepted values (the
“status quo”)
•Reinforce the dominant social,
political, and economic
system
Click for a pop-culture video
that reinforces current political
system

16. The Rules of Pop Culture
•Reflect the current desires, hopes and fears (which
may or may not reflect the actual reality of the
times)
ex: not all families in
the 80s are like
the Cosbys

17. The Rules of Pop Culture
•Influence public responses to and personal
reflections on a variety of issues
ex: High-profile trials
such as O.J.
Simpson or….
Click for proof of
media investment
in current issues

18. Top companies in the world
influence and promote pop
culture.
For that reason, it’s wise to be aware
of the dominating global brands.

19. Forbes’ Best Global Brands, 2013

20. Best Global Brand, 2013
# 5 (47.3 billion)

21. Google Advertisement
Click for ad

22. Best Global Brand, 2013
# 4 (50.7 billion)

23. IBM Advertisement

24. Best Global Brand, 2013
# 3 (54.9 billion)

25. Coca-Cola Advertisement

26. Best Global Brand, 2013
# 2 (56.7 billion)

27. Microsoft Advertisement

28. Best Global Brand, 2013
# 1 (104.3 billion)

29. Apple Advertisement

30. REMEMBER:
“If it isn’t
popular, then it
isn’t culture.”