Depth Study - Pop Culture

Question 1

• Associated with commercial products and paraphernalia

The nature of pop culture

Answer 1

Demand develops and expands due to media, marketing, and dissemination processes

Question 2

• Develops from a local to a global level

Answer 2

Experiences global acceptance with the progression and integration of technologies

Question 3

• Achieves widespread consumer access

Answer 3

Broad access is assisted by media and communication technologies

Question 4

• Is constantly changing evolving

Answer 4

Experiences continuity and change – influences society while simultaneously society influences the popular culture

Question 5

• The creation and development of the popular culture

Focus

Answer 5

• The origins of the popular culture

o A situation comedy (sitcom) has storyline and ongoing characters.
o Usually involves a family, workplace, or a group of friends.
o 1940s first started.
o The first sitcom was Pinwright’s Progress.
o Sitcoms were half-hour length, aired weekly.
o Many of the early programs were adaptations of existing radio shows.
o Define as a comedy series that involves a continuing cast of characters in a succession of episodes.
o Friends and Seinfeld are both American situational comedies.

Question 6

• The creation and development of the popular culture

Answer 6

• The development of the popular culture from a local to a global level

o Friends was filmed in California, broadcast throughout the United States by Warner Bros. Domestic Television Distribution and internationally by Warner Bros. International Television Distribution.
o Seinfeld was filed in Los Angeles and New York, broadcast throughout the United States by NBC, distributed internationally by Sony Pictures Television.
o Technology has played a significant role in both series progressing from the local to the global level, particularly, the internet allows consumers anywhere to access programs and related paraphernalia, more recent times streaming sites e.g., Netflix, allow greater global access.

Question 7

• The creation and development of the popular culture

Answer 7

• The process of commodification for the popular culture

o Television series are commodified in that they are products that can be bought and sold in order to increase their value.
o Advertising revenue is a key component in generating profit. For example, Friends was a highly popular series throughout its ten-year run and NBC set its advertising rates accordingly. Each episode of Friends attracted approximately 20 000 000 viewers and a 30 second advertisement spot cost $455 000 on average.

o Several licensing arrangements were reached, enabling off-network distribution, which continues to generate large profits. In 2011, Warner Bros. sold Friends to Nick at Nite and TBS. The deal produced $200 million in licence fees and advertising. Nick at Nite pays $500 000 an episode to air all ten seasons after 6pm for a six-year term through to 2017. NBC also generates revenue through online streaming sites such as Netflix and Amazon.

o Product integration is another strategy employed by NBC to raise revenue. This process involves a product being woven into the storyline. An example from Friends can be found in the episode ‘The One with the Apothecary Table’ (Season 6). Pottery Barn sponsored this episode of Friends. During the episode, Rachel buys an apothecary table from Pottery Barn, and ends up buying a lot of home décor from the store. Later in the episode, Rachel and Phoebe walk past Pottery Barn.

o Behaviour placement, which is designed to sway viewers to adopt actions they see modelled in their favourite shows. This practice sells advertising time to marketers who want to associate their brands with feel-good, socially aware shows such as Friends and Seinfeld.
o Friends also generates profits from creating synergy through selling a range of paraphernalia e.g., t-shirts, mugs, clocks.

Question 8

• The creation and development of the popular culture

Answer 8

• The role of mythology in the creation and perpetuation of the popular culture

o The writers of Friends created a myth that young people will always be well of. The series avoids the issue of money, mostly due to them always ‘catching’ a film and ‘grabbing’ a pizza. Despite most of them being unemployed. It is myth because it is not a true representation of the lifestyle of the unemployed or those on low incomes. This myth perpetuates the series because young people aspire to be like the ‘Friends’.

Question 9

• The creation and development of the popular culture

Answer 9

• Continuities and changes to the popular culture

o Changes can be seen in Friends as originally the show was to focus on four main characters but later changed to six. The series was originally developed under the title ‘Insomnia Café’, but the original title was Friends like us but was eventually changed to Friends. The original theme song ‘Shiny Happy People’ but was changed to ‘I’ll be there for you’.
o Continuity is an essential feature of sitcoms, each episode still typically lasts for 30 minutes including ad breaks, each episode has a main plot and secondary plot, a plot twist normal occurs.
o Sitcoms continue to have ‘teasers’ short scene that appears before or during the opening credits. Example, Jerry Seinfeld in the early series of Seinfeld used a short stand-up routine to the audience about what they were going to see in the episode.
o Sitcoms continue to have an ensemble cast.
o Continuity can also be seen in the marketing of paraphernalia.

Question 10

• the consumption of the popular culture:

Answer 10

• The consumers of the popular culture and the nature of its consumption

o Consumer of Friends range from children to Generation Xers, who a linking with the time they were in their late teens. Consumer can still watch Friends on TV, DVD, and streaming services, can also connect by purchasing related paraphernalia.

Question 11

• the consumption of the popular culture:

Answer 11

• The relationship of heroes and mythology to media and consumption

o Heroes and mythology in sitcoms are constructed by the media and contribute to the consumption. Friends is about people working out how they are going to live their lives – what kind of jobs they are going to have and the difficulties of relationships and settling down. However, the characters’ lifestyle and environment are not grounded in reality.
o However, the producers sustained this myth as consumers were identifying with the characters and were, quite often, imitating them. For example, Friends showed the six main characters failing to succeed at relationships, jobs, the struggle on a low income and being trapped in careers they hated. These are all situations that student-debt-ridden 20-somethings can identify with as they struggle to find work and afford their first home. Therefore, despite the ‘fairy tale’ society presented in Friends, the issues and situations presented have relevance for the targeted consumers.
o Heroes and mythology also influence Seinfeld consumers. Fans aspire to be like their favourite character/s, for example Jerry or Elaine, in attitudes and behaviours. The media-generated mythology that happiness does not depend entirely on being employed or being successful appeals to consumers.

Question 12

• the consumption of the popular culture:

Answer 12

• How globalisation and technologies have influenced consumption

o Globalisation has had a significant influence on popular culture by contributing to the growth of global popular culture. Popular culture is evident throughout the world through television shows and other entertainment and consumer goods.
o Globalisation has allowed foreign companies to distribute American cultural products, such as the television series Friends and Seinfeld, and generate a broader range of consumers internationally.
o As technology has advanced, consumers can now access television series such as Friends and Seinfeld through television, VHS cassettes, DVD and the Internet.
o Technology has had a major influence on consumption of popular culture. For example, the television series Friends has a huge following on social networking sites. The Friends Facebook page (FRIENDS TV show) has 19 863 736 ‘likes’ (January 2017).
o Technology also allows consumers to interact with Friends as they are watching the episodes. For example, Bing-O appears on the Nick at Nite home page.

Question 13

• the consumption of the popular culture:

Answer 13

• The relationship of access and consumption to age, class, ethnicity, gender, location, sexuality

o Age is a factor that determines access to a popular culture. Friends and Seinfeld have a PG rating – the Australian Classification Board recommends parental guidance as themes and concepts which, when viewed by those under 15 years may require the guidance of an adult. Parents also play a vital role as they decide what their children can and cannot watch.
o Socioeconomic class is another factor which contributes to consumer access to popular culture. Consumers in a higher socioeconomic class have greater access to popular culture due to their higher income. For example, regarding television series such as Friends and Seinfeld, they are able to purchase paraphernalia which can be quite expensive.
o Ethnic groups may have cultural beliefs and practices which can restrict access to popular culture. Some popular cultures may present issues that may be unacceptable to some ethnic groups. These groups may encourage members of their communities to boycott the popular culture, therefore restricting access. Ethnic groups may be concerned about the lack of cultural diversity in Friends. Friends may be criticised for maintaining white cultural exclusivity.
o Friends and Seinfeld have no restrictions on gender viewers. For example, Monica in Friends subverts the stereotype of the financially- dependent female – she is financially stable and supports herself.
o Location may limit access to the consumption of Friends and Seinfeld due to a lack of internet, electricity or available networks. Typically, those in urban areas have more reliable access than those in rural and remote areas. Consumption can also be impacted by local censorship laws within a location, such as the ban on Facebook and Twitter in China (since 2009).
o Sexuality may influence access to, and consumption of, television series. For example, if homosexuals are depicted in an insensitive or offensive manner, the gay community may boycott the program. For example, homosexuality and homophobia are the themes in the Seinfeld episode, ‘The Outing’ (Season 4 Ep.16).

Question 14

• the consumption of the popular culture:

Answer 14

• How consumption and ownership of paraphernalia influence a sense of identity

o Consumption and ownership of paraphernalia can contribute to cultural identity as consumers have a sense of belonging to a social community.
o Television plays a predominant role in the lives of most people in society; for example, people may arrange their schedules around favourite shows and fans discuss what happened during episodes of sitcoms such as Friends and Seinfeld.
o . By purchasing and wearing merchandise, such as t-shirts with the characters’ likenesses, consumers identify with the series. Through purchasing Friends paraphernalia such as DVDs, Central Perk coffee mugs and mouse pads, consumers develop a cultural identity as a member of a community of like-minded fans.

Question 15

• The control of the popular culture

Answer 15

• The ownership of the popular culture and the tensions between consumers and producers

o The producers of popular culture have a vested interest in its success. Television series, such as Friends and Seinfeld, present an interesting range of characters and situations, while incorporating social issues into storylines. However, producers must be concerned primarily with generating profits. This pursuit of profits may bring producers into conflict with consumers. The issue of product integration and product placement in some episodes of Friends and Seinfeld may result in conflict with consumers as product endorsement may detract from the entertainment value of the series. An example from Friends can be found in the episode ‘The One with the Apothecary Table’. Pottery Barn sponsored this episode of Friends. During the episode, Rachel buys an apothecary table from Pottery Barn. An example from Seinfeld is the placement of the candy, Junior Mints, throughout the episode ‘The Junior Mint’.
o Conflict may also arise if consumers are unhappy with the content of certain episodes/series. Some may feel that important social issues/events are not integrated sufficiently – the attacks of 11 September 2001 serve as an example.
o However, if the consumers are unhappy with the product, the will not part with their money to buy merchandise, if consumers don’t spend their money, then any conflict between producers and consumers is, in effect, meaningless – without the consumers, there is no popular culture.

Question 16

• The control of the popular culture

Answer 16

• The stakeholders and how they influence the popular culture – family, peer groups, media, marketers, governments, global groups.

o Parents may restrict their children’s access to a television series if they believe that the family culture is threatened. For example, Children may be socialised by Friends, and also through technology, for example, the Friends Facebook page and related online forums. As a consequence, parents may feel that the popular culture is undermining their authority within the family.
o Peer influence plays a significant role in popular culture; this influence is particularly evident among young people, especially teenagers. Friendship groups and school peers may pressure group members into watching a particular series, such as Friends and Seinfeld. This may contribute to a group identity and also each individual’s perception of themself. For example, a sense of belonging can be produced through viewing of Friends and Seinfeld episodes and purchasing paraphernalia such as DVDs, tee shirts, posters and so on.
o Governments are stakeholders that have the power and authority to influence television series. For example, in the United States, the Federal Communications Commission (FCC) is a government agency overseen by Congress. One of the roles of the FCC is to regulate interstate and international communication by television. The FCC has the power to decide which programs are acceptable and unacceptable for consumers. American federal law prohibits the broadcasting of obscene or indecent material, including profane language, between the hours 6 am to 10 pm. These standards apply to Friends and Seinfeld, which are broadcast between these hours.
o Media plays a significant role in popular culture. For example, consumers can access the Internet and social media to ensure that they do not miss their favourite television series because episodes are available online for a short period of time after the initial airing on television. Most television shows, such as Friends and Seinfeld, have a Facebook page where fans can read about episodes, learn more about the cast and enter contests to win related paraphernalia.
o Marketers are stakeholders who use the media to conduct research in order to identify the target audience for television series such as Friends. The aim of marketing is to sell the product and maximise profits. For example, in Friends, Rachel and Ross were not meant to be the central romance in the series. However, research showed that fans loved the chemistry that developed between David Schwimmer’s and Jennifer Aniston’s characters. As a result, their relationship was developed throughout the series. Market research also showed that fans enjoyed ‘special’ episodes throughout the Friends series. Episodes featuring guest stars such as Bruce Willis and Brad Pitt attracted large audiences, while episodes focusing on Thanksgiving and summer holidays were also popular with fans.
o Global media groups develop popular culture at a national and global level. For example, Friends was distributed across the United States by Warner Bros. Domestic Television Distribution. Nowadays, Warner Bros is responsible for two and half me and the big bang theory.

Question 17

• The control of the popular culture

Answer 17

• The role and impact of official and unofficial censorship

o Censorship refers to control of the media – judgements are made based on moral criteria.
o Governments assume an official censorship role through their authority to determine which foreign films and television programs are suitable for the Australian market. Films and television programs are rated to guide audiences on the nature of the content or banned outright if the material is considered inappropriate.
o Official censorship is also evident within the film and television industries themselves – films are classified as G, PG, M, MA or R.
o Unofficial censorship occurs when parents restrict their children’s access to certain films or television programs, such as Friends and Seinfeld. For example, some parents may not be comfortable with the casual sex which is evident throughout these series. Alcohol consumption is also evident, with characters sometimes becoming drunk.
o Censorship, both official and unofficial, can have a significant impact on popular culture. The judgements of the censors can increase or reduce access to the popular culture. Censorship can either broaden the range of consumers or reduce it.

Question 18

• The control of the popular culture

Answer 18

• The influence of power and authority at the micro, meso and macro levels

o At the micro level of society, parents have the power and authority to restrict their children’s access to sitcoms, such as Friends and Seinfeld. For example, some parents may not be comfortable with the way the characters speak and wish to prevent their children from copying them. For example, the consumption of alcohol, may result in parents not allowing their children to watch the sitcom.
o At the meso level of society, churches and religious groups have the power to influence the viewing habits of adherents. If one of these groups is opposed to the depiction of same-sex marriage in Friends, or the references to casual sex, then leaders may direct followers to boycott the sitcom. These groups may also object to the theme of homosexuality and homophobia in the Seinfeld episode ‘The Outing’.
o At the macro level of society, governments are stakeholders (those who have an investment/interest in an enterprise) that assume an official censorship role through their authority to determine which foreign films and television programs are suitable for the Australian market. Official censorship is also evident within the film and television industries themselves – films are classified as G, PG, M, MA or R.

Question 19

• The different perceptions of the popular culture

Answer 19

• Groups that accept and reject the popular culture

o Supporters of the sociological theory of pluralism recognise the benefits of popular culture. Since there is such a plurality (large variety) of cultural products, individuals have considerable choice over what they do and do not consume. Therefore, television series such as Friends and Seinfeld add to the considerable choice of cultural products that are available to consumers. It is evident that Friends and Seinfeld have been accepted into Australian society. This is evident in the success of the series (which continue to be aired consistently on free-to-air television), while the DVDs are still sold through major retail outlets such as JB Hi-Fi.
o There is evidence that forms of popular culture are not accepted by some groups within society. Those who follow the theory of Marxism reject popular culture. They argue that popular culture creates a society in which individuals lose their individuality and come to rely on strong authority from above.
o Governments ban some television programs because of the violent and pornographic content. Controversial social issues may also provide the basis for rejection. For example, same-sex marriage is an issue that is explored in the Friends episode ‘The One with the Lesbian Wedding’ (Season 2 Ep.11). In the United States, some religious groups may be opposed to same-sex marriage.
o Friends may also be rejected by those who question the sitcom’s representation of American society. They may argue that the comfortable, middle-class take on modern culture did not reflect reality. For example, they rarely went to clubs or discussed aspects of popular culture such as Quentin Tarantino movies or rap music.

Question 20

• The different perceptions of the popular culture

Answer 20

• Changing perceptions and the value of the popular culture to groups in society

o As society continues to evolve, popular culture will be perceived differently by various groups. Television series, more particularly sitcoms, may hold little value to some consumers because they have become dated and present a society that is no longer relevant in the contemporary world. Friends was set in the 1990s and early 2000s when the United States was experiencing a period of economic prosperity. As a result, the acquisition of money was never a major focus of the series. The characters seemed to do whatever they wanted, without any real financial constraints. However, the situation is different in contemporary society. Most developed nations, including the United States, are experiencing economic downturn and unemployment is an increasing problem in society. Unemployment among the young is a growing problem in American society.
o On the other hand, studies have shown that young people of today are relying more and more on their friends. This central theme of Friends may appeal strongly to some groups of young people.
o Seinfeld may also appeal to young people who are relying increasingly on their friends. For example, in Seinfeld there is no nuclear family – nuclear families were a feature of earlier sitcoms. The characters are not related or work in the same building; they represent a variation on the nuclear family.
o Friends presents friends working out how they are going to live their lives – what kind of jobs they are going to have and the difficulties of relationships and settling down. This scenario may be relevant to many young people and, as a result, may be appealing to groups of young people within contemporary society.
o Similarly, by focusing on daily activities and the difficulties of everyday life, Seinfeld appeals to a mass audience because viewers can relate to the program’s content.

Question 21

• The different perceptions of the popular culture

Answer 21

• How the popular culture constructs or deconstructs gender

o Gender stereotypes are evident in sitcoms. From a young age, the fact that males and females possess certain characteristics is embedded in individuals. Boys play with action figures and cars, while girls play with dolls. These constructed gender roles are evident in television series, including sitcoms.
o In the Friends episode ‘The One With the Metaphorical Tunnel (Season 3 Ep. 4), Ross is shocked to see his son pick up a doll and play with it. The episode revolves around Ross attempting to encourage his son to play with GI Joe and more masculine action figures. Despite promoting this traditional gender construction, what is not highlighted is the fact that the child does not understand the difference between the toys.
o The writers of Friends constructed the stereotype of the ‘dumb blonde’ in the character of Phoebe. She is attractive and popular but lacks common sense and often makes ridiculous comments. It is clear that Phoebe herself is aware of the stereotype. At one point she states: “I may play the fool at times but I’m more than just a pretty face”.
o Jewish males and females tended to fall into certain gender stereotypes in sitcoms, particularly in the 1990s. Howard Wolowitz in The Big Bang Theory is depicted as a ‘nerdy’ Jewish aerospace engineer. He still lives at home with his loud and obnoxious mother. He is possibly the least likable character in the sitcom.

Question 22

• The contribution of the popular culture to social change

Answer 22

• How the popular culture expresses contemporary social values

o Sitcoms may incorporate social values into their storylines. Values are ideas held by individuals or groups about what is desirable, proper, good or bad. The Friends writers have incorporated American social values throughout the series.
o Individualism is the belief that each person is unique and special. This value emphasises individual initiative and stresses the need for independence. The character Phoebe is a good example of individualism. She regularly performs in the local coffee house, Central Perk, and plays songs such as ‘Smelly Cat’ to often bemused audiences.
o Equality is another social value that is presented in Friends. Equality implies an absence of hierarchy – the six friends in the series have equal status, with no leader or hierarchical structure evident. Marriage equality is also addressed in Friends. In the episode ‘The One with the Lesbian Wedding’, same-sex marriage is treated sensitively as Ross’ ex-wife, Carol, marries her partner, Susan. The wedding is treated like any other wedding.
o The social values of work and leisure are also evident in Friends. In modern Western societies, such as the United States, the work ethic is reflected in the social expectation of personal achievement. In other words, success is measured by a person’s ability to work hard and achieve study and career goals. In Friends, Rachel dreamed of a career in fashion but started work as a waitress at the local coffee house, Central Perk. She moves onto a job at Bloomingdales, and, after much hard work, she finally lands a job at Ralph Lauren and is promoted – she now has her own office and personal assistant.

Question 23

• The contribution of the popular culture to social change

Answer 23

• The positive and negative impact of the popular culture on wider society

o Friends has played an important role in empowering youth within society. The focus on young people within the series has led to social and cultural change.
o Friends, along with Beverly Hills 90210, were among the first programs to depict young people who were very much independent, without significant parental interaction. Friends may contribute to the socialisation of young people by increasing the influence of peers. Similarly, to the characters in Friends, young people increasingly look to their peers for moral guidance and construct their own family among peer groups.
o Stars of successful television series, such as Friends, can use their celebrity status to draw attention to social issues. For example, former Friends star Jennifer Aniston has recently spoken out against cosmetic surgery. She states that there is pressure in Hollywood to remain ageless.
o Ironically, Friends may have had a negative impact on society through being an aspirational comedy. Most of them survived on relatively low incomes, however they live in apartments with panoramic views – which defies reality. Friends may have been aspirational, but the aspirations may have been beyond the reach of young people in modern American society.

Question 24

• The contribution of the popular culture to social change

Answer 24

• The ways in which the popular culture has contributed to social change

o Same-sex marriage is an issue that has generated debate with society. A content analysis reveals that in the Friends episode ‘The One with the Lesbian Wedding’, Ross’ former wife Carol marries her partner, Susan.
o Reflecting the larger controversy surrounding the issue, Carol’s parents refuse to attend the wedding.
o USA Today/Gallup poll data reveals that only 27% of Americans supported legalised same-sex marriage in 1996 (this is the year in which ‘The One with the Lesbian Wedding’ aired). However, in 2010 the number rose to 44%
o An aspect of social change which can be attributed to Friends is the language that is used predominantly by young people. An example is the expression ‘Whatever’, which is used by the character Phoebe when she knows that she is wrong but does not want to acknowledge it. Another example is the ‘intensifier’ words that are used to convey emotions.

Question 25

• Determine current trends and suggest probable future directions for the popular culture

The near future

Answer 25

o A new sitcom trend is beginning to emerge among broadcast networks – the nuclear family series. These sitcoms centre around a patriarch and his loving family. This format has been used successfully since the 1950s.
o Current trends also suggest that Friends continues to remain popular at a global level. Up to 17 episodes a day are screened on Comedy Central, which won the replay rights in 2011.
o Seinfeld and Friends will continue to remain popular, despite ending production in 1998 and 2004, respectively. Parents who loved the series in their late teens and early twenties now sit down to watch the repeats with their own teenage children.
o However, they will not achieve the same level of popularity that they enjoyed during the 1990s and early 2000s. At the height of its popularity, Friends and Seinfeld presented a lifestyle that was appealing to its young, targeted audience (Generation X).
o Contemporary society has changed and the attitude that it is all right to not take anything seriously because nothing is really bad is no longer acceptable at the micro, meso and macro levels.

Question 26

• Evaluate the impact and implication for the popular culture of:

Answer 26

• Likely changes
  o Another possible change in the near future may be a film version of Friends. The transition of Friends from the medium of television to film would require significant change. However, there is resistance to a film version of Friends.
  o In 2014, Jerry Seinfeld announced a Seinfeld reunion. He disclosed that other Seinfeld characters would be involved in the project. Seinfeld announced that the format will not be a sitcom but rather a ‘short-ish form’ film.
• Probable continuities
  o The basic features of sitcoms will continue into the near future. They will remain 30-minute programs with a cast of characters who find themselves in entertaining and relatable situations.
  o Friends presents aspects of mid-20s life that have universal appeal. This will ensure that Friends will continue to appeal across time and generations. Friends is about life changes for young adults. Despite production ending in 2004, Friends will continue to be the show about being ‘twentysomething’ and facing ‘quarter-life’ crises. For example, the constant job changeovers in Friends embody the career quest of many people in this age group today.

Question 27

• Predict the importance of the popular culture to society in the near future

Answer 27

o Although the producers thought of Friends as ‘only a TV show’, numerous psychologists have investigated the cultural impact of Friends. Jennifer Aniston’s hairstyle was nicknamed ‘The Rachel’ and will continue to be copied around the world into the near future. Joey Tribbiani’s catchphrase ‘How you doin’?’ will continue to be a popular part of Western English slang, often used when greeting friends. The series has had an impact on the English language, according to a study by University of Toronto linguistics professor Sali Tagliomonte. Professor Tagliomonte found that the characters used the word ‘so’ as an adjective more often than other intensifiers, such as ‘very’ and ‘really’.
o Catchphrases from Seinfeld have also become a part of contemporary culture; the best known of these is probably ‘Not that there’s anything wrong with that.’ Another example is ‘yada, yada, yada’.
o Studies have shown that young people of today are relying more and more on their friends. This central theme of Friends may remain relevant and important to society in the near future.