Essay: Sociology of Popular Culture

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[. . .] Ultimately, these initial consumers then become the producers in the pop culture. As a matter of fact, the contemporary pop culture is dominated by Americanization whereby which the idea of giving specific cultural meanings have replaced by global meanings. However, despite the fact it is being widely followed, resistance to this idea automatically makes consumers to be known as producers.

The link between the consumers and producers is evident in the new media from the fact that the consumers who are actually the viewers of the television shows or the films or even the books, are using their own interpretation to understand whatever is being displayed on the big screen. Often they give new meanings to this representation which differ from the initial imposed idea. This is what makes these consumers to be regarded as the producers in the pop culture. Also, these consumers then come up with their own piece of writing, or their own shows where many a times, the initial idea is borrowed from the shows which they have viewed before. Interestingly, these new producers are also seen to benefit from their work in the popular culture. For instance, the news caster is not only a producer of knowledge but is also a consumer where he is exposed to the true reality. In this way, the producers are also the consumers in the pop culture.

Another important segment of the new media is the internet. The producers use the internet for marketing their products. Moreover, they not only earn profits by selling their goods but also gain the trust of the people all over the world. Internet is the best way of communicating with the world and being exposed to hidden realities. On the other hand, the consumers not only buy commodities but also use the internet to set up their own business. Social networking and other such websites, help these consumers grow and become producers. One such example is of Facebook which itself is a social networking site, that gives a chance to the consumers to become producers. In addition, the users can create a number of identities whereby which he can be a consumer as well as a producer simultaneously.

A best example that demonstrates this idea is the work done by the freelance companies. At one hand, they are the producers since they are hiring a number of writers to work for them. They are also the consumers since they are getting work from other foreign companies. Similarly, the writer is also a consumer and a producer where he not only consumes the service available but also produces the desirable work. In this context, the understanding of production and consumption takes a little complex position. Regardless of this idea, the virtual world is the best example to verify the claim that producers are also the consumers in the pop culture.

In a similar way, sport which is another important part of the popular culture also depicts the idea that producers are consumers and vice versa. Sports are not only important for those who play the game. The initial understanding of this would be the idea that the players are the producers and the audience or the fans, are the consumers. However, with time the craze and the number of fans have drastically increased for almost all the sports widely played. Consequently, this trend gave birth to the idea of forming leagues where the viewers / consumers become producers when they are the sponsors or the producers of new teams. These teams also include the players; previously the producers, who now become the consumers as well as producers (Bielby, 2001).

Therefore, the relationship between production and consumption was easy to grasp when it was simply put in the beginning. However, while looking into the realities of different aspects of the popular culture, the two interdependent terms took a slight complex turn. Despite this intricacy, production and consumption are the two terms which define every industry in almost its complete sense. Hence, they form a bond because of which they are considered to replace each other in the popular culture.

Thus, production and consumption are two most important aspects which require examination when studying popular culture. This is because of the fact that exploring the role of fashion designers would be incomplete without the people who are buying the clothes. Similarly, examining the success of the media or the celebrities would be incomplete without considering its viewers. Therefore, this idea automatically poses the interdependent relationship between production and consumption where this relationship is enhanced in the popular culture where producers are also the consumers and vice versa. This claim is seen to exist in almost every aspect of the popular culture; the media, internet, fashion industry and more. Hence, despite the fact that the producers usually take the role of the consumers and vice versa when they resist the view of the dominant culture, they largely benefit from their work and their roles in the pop culture.


Bielby D, 2001, Popular culture: production and consumption, Wiley-Blackwell, United States.

Douglas, S, 1994, Where the girls are: Growing up female with the mass media. New York: Random House

Kellner, D, 1995, Media culture: Cultural studies, identity, and politics between the modern and the postmodern. New York: Routledge

Leadbeater, 1996, Urban Girls: Resisting Stereotypes, Creating Identities. New York: New York University Press

Tomlinson, 1990, Consumption, identity, and style: marketing,… [END OF PREVIEW]

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APA Format

Sociology of Popular Culture.  (2011, May 5).  Retrieved July 22, 2019, from

MLA Format

"Sociology of Popular Culture."  5 May 2011.  Web.  22 July 2019. <>.

Chicago Format

"Sociology of Popular Culture."  May 5, 2011.  Accessed July 22, 2019.