Mass Individualism? Mass Produced Culture in Western Society

The emerging threat of Americanisation within the field of popular culture is an important and very real characteristic of a transforming mass society. However, to what degree Americanisation has had an effect upon pop culture today is still very much to be seen. Two prominent points of view with regards to this issue are mass culture theory, and the point of view represented by Strinati in his article “Mass Culture.”

It is arguable to claim that we live in an age of mass-produced American culture. Indeed, when studying the cultural products that we in Canada so often consume, many of them are created by American corporations, or at least are influenced by the American way of life, or more colloquially, the American dream. Mass culture theorists who operate under the paradigm of “liberal” mass culture theory would argue that mass culture lowers the general populations standards of good taste, therefore make them more receptive to mass produced culture, and more likely to ignore “high” forms of society and art. If we are to believe that mass culture motivates the people to consume lower forms of art and culture, then Americanisation is arguably an incredible threat to high culture. Mass Culture theorists would also argue that mass audiences are easily manipulated, and thus much more receptive to communications such as advertisements, which exist profusely within American culture.

The status of cultural objects comes into play in a large way in liberal culture theory as well. This viewpoint defines cultural objects in a new light under mass consumerism: as products, manufactured by corporations and expected to generate returns. Due to this commodification of culture under Americanisation, it becomes possible for people to begin to define themselves and their cultural standpoint through the products they buy. In the words of Strinati, society begins to “construct [their image] with the popular cultural materials available, rather than [constructing it themselves.]” This point of view also argues that the creative agency of the populace is incredibly weakened by the ease in which cultural products are available. No longer is it necessary to define oneself through cultural creativity; instead the commodities are available to you and you simply purchase your cultural views from a department store. Mass culture theory exemplified “the concept of a manipulated and pacified audience susceptible to the ideological appeals of advertising and consumerism” that is an age-old suggestion of Marxist and structuralist theories. This idea of being manipulated and controlled by the media and mass culture is far from gone today, with many groups in the current world being involved in increasing awareness of the power of advertising: Adbuststers Magazine, for example.