Cultural Theory and Popular Culture
Cultural Theory and Popular Culture
Cultural Theory and Popular Culture
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The cultural field 217<br />
circulation that is crucial to its popularity occurs in the parallel economy – the<br />
cultural (311).<br />
Whereas the financial economy is primarily concerned with exchange value, the cultural<br />
is primarily focused on use – ‘meanings, pleasures, <strong>and</strong> social identities’ (ibid.).<br />
There is of course dialogical interaction between these separate, but related, economies.<br />
Fiske gives the example of the American television programme Hill Street Blues. The<br />
programme was made by MTM <strong>and</strong> sold to NBC. NBC then ‘sold’ the potential audience<br />
to Mercedes Benz, the sponsors of the programme. This all takes place in the<br />
financial economy. In the cultural economy, the television series changes from commodity<br />
(to be sold to NBC) to a site for the production of meanings <strong>and</strong> pleasures for<br />
its audience. And in the same way, the audience changes from a potential commodity<br />
(to be sold to Mercedes Benz) to a producer (of meanings <strong>and</strong> pleasures). He argues<br />
that ‘the power of audiences-as-producers in the cultural economy is considerable’<br />
(313). The power of the audience, he contends,<br />
derives from the fact that meanings do not circulate in the cultural economy in the<br />
same way that wealth does in the financial. They are harder to possess (<strong>and</strong> thus to<br />
exclude others from possessing), they are harder to control because the production<br />
of meaning <strong>and</strong> pleasure is not the same as the production of the cultural commodity,<br />
or of other goods, for in the cultural economy the role of consumer does<br />
not exist as the end point of a linear economic transaction. Meanings <strong>and</strong> pleasures<br />
circulate within it without any real distinction between producers <strong>and</strong> consumers<br />
(ibid.).<br />
The power of the consumer derives from the failure of producers to predict what will<br />
sell. ‘Twelve out of thirteen records fail to make a profit, TV series are axed by the<br />
dozen, expensive films sink rapidly into red figures (Raise the Titanic is an ironic example<br />
– it nearly sank the Lew Grade empire)’ (ibid.). In an attempt to compensate for<br />
failures, the culture industries produce ‘repertoires’ of goods in the hope of attracting<br />
an audience; whereas the culture industries seek to incorporate audiences as commodity<br />
consumers, the audience often excorporates the text to its own purposes. Fiske cites<br />
the example of the way Australian Aboriginal viewers appropriated Rambo as a figure<br />
of resistance, relevant to their own political <strong>and</strong> cultural struggles. He also cites the<br />
example of Russian Jews watching Dallas in Israel <strong>and</strong> reading it as ‘capitalism’s selfcriticism’<br />
(320).<br />
Fiske argues that resistance to the power of the powerful by those without power in<br />
Western societies takes two forms, semiotic <strong>and</strong> social. The first is mainly concerned<br />
with meanings, pleasures <strong>and</strong> social identities; the second is dedicated to transformations<br />
of the socio-economic system. He contends that ‘the two are closely related,<br />
although relatively autonomous’ (316). <strong>Popular</strong> culture operates mostly, ‘but not<br />
exclusively’, in the domain of semiotic power. It is involved in ‘the struggle between<br />
homogenisation <strong>and</strong> difference, or between consensus <strong>and</strong> conflict’ (ibid.). In this<br />
sense, popular culture is a semiotic battlefield in which audiences constantly engage in