Cultural Theory and Popular Culture
Cultural Theory and Popular Culture
Cultural Theory and Popular Culture
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Watching Dallas 151<br />
in its narrative development <strong>and</strong> character interactions. The letter-writer who uses this<br />
strategy is caught between the dismissive power of the ideology <strong>and</strong> the pleasure she<br />
obviously derives from watching Dallas. Her letter seems to suggest that she adheres to<br />
the former when viewing with friends, <strong>and</strong> to the latter when viewing alone (<strong>and</strong> perhaps<br />
secretly when viewing with friends). As Ang explains: ‘irony is here a defence<br />
mechanism with which this letter-writer tries to fulfil the social norms set by the<br />
ideology of mass culture, while secretly she “really” likes Dallas’ (109).<br />
As Ang shows, the fans of Dallas find it necessary to locate their pleasure in relation<br />
to the ideology of mass culture; they ‘internalize’ the ideology; they ‘negotiate’ with the<br />
ideology; they use ‘surface irony’ to defend their pleasure against the withering dismissal<br />
of the ideology. What all these strategies of defence reveal is that ‘there is no<br />
clear-cut ideological alternative which can be employed against the ideology of mass<br />
culture – at least no alternative that offsets the latter in power of conviction <strong>and</strong> coherence’<br />
(109–10). The struggle therefore, as so far described, between those who like<br />
Dallas <strong>and</strong> those who dislike it, is an unequal struggle between those who argue from<br />
within the discursive strength <strong>and</strong> security of the ideology of mass culture, <strong>and</strong> those<br />
who resist from within (for them) its inhospitable confines. ‘In short, these fans do not<br />
seem to be able to take up an effective ideological position – an identity – from which<br />
they can say in a positive way <strong>and</strong> independently of the ideology of mass culture:<br />
“I like Dallas because . . .”.’ (Ibid.).<br />
The final viewing position revealed in the letters, one that might help these fans, is<br />
a position informed by the ideology of populism. At the core of this ideology is the<br />
belief that one person’s taste is of equal value to another person’s taste. As one letterwriter<br />
puts it: ‘I find the people who react oddly rather ludicrous – they can’t do anything<br />
about someone’s taste. And anyway they might find things pleasant that you just<br />
can’t st<strong>and</strong> seeing or listening to’ (113). The ideology of populism insists that as taste<br />
is an autonomous category, continually open to individual inflection, it is absolutely<br />
meaningless to pass aesthetic judgements on other people’s preferences. Given that this<br />
would seem to be an ideal discourse from which to defend one’s pleasure in Dallas,<br />
why do so few of the letter-writers adopt it? Ang’s answer is to point to the ideology’s<br />
extremely limited critical vocabulary. After one has repeated ‘there’s no accounting for<br />
taste’ a few times, the argument begins to appear somewhat bankrupt. Compared to<br />
this, the ideology of mass culture has an extensive <strong>and</strong> elaborate range of arguments<br />
<strong>and</strong> theories. Little wonder, then, that when invited to explain why they like or dislike<br />
Dallas, the letter-writers find it difficult to escape the normative discourse of the ideology<br />
of mass culture.<br />
However, according to Ang, there are ways to escape: it is the very ‘theoretical’ nature<br />
of the discourse which restricts its influence ‘to people’s opinions <strong>and</strong> rational consciousness,<br />
to the discourse people use when talking about culture. These opinions <strong>and</strong><br />
rationalizations need not, however, necessarily prescribe people’s cultural practices’<br />
(115). This would in part explain the contradictions experienced by some letterwriters:<br />
confronted by both ‘the intellectual dominance of the ideology of mass culture<br />
<strong>and</strong> the “spontaneous”, practical attraction of the populist ideology’ (ibid.). The<br />
difficulty with adopting the populist ideology for a radical politics of popular culture