Lecture Three: Introduction to Mass Culture
September 21, 2011
Stuart Hall -the study of culture is a production and exchange of meanings
between members of society and groups
Commodification - the assignment of a commercial value to something previously
Example - the pink ribbon for breast cancer. It commodifies the idea that you are
supporting breast cancer causes just by purchasing something that has the
ribbon on it. It has become an easier to swallow version of the original idea.
Rachel Fudge - when commodification occurs, the original political meaning of
the object or idea is packaged into a consumer good which is then sold back to
Example - The commodification of “feminism” such as “girl power”, as seen in the
media as the Spice Girls or other media figures promoting this idea. The true
idea of feminism is lost.
When something is commodified, it becomes more about individuals as opposed
to grouping together to make a change.
The institutions and structures of understanding that make heterosexuality seem
coherent, “normal” and privileged. Heterosexuality is positioned as either
unmarked (a given) or a natural state, if not moral accomplishment.
This has become associated with being “normal”, able-bodied, healthy, certain
lifestyle ect. Often thi