Resistance to Western Popular and Pop-Culture in India | Zendy

Algis Mickūnas | Zendy

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Resistance to Western Popular and Pop-Culture in India

Author(s) -

Algis Mickūnas

Publication year - 2017

Publication title -

santalka filosofija komunikacija

Language(s) - English

Resource type - Journals

eISSN - 2029-6339

pISSN - 2029-6320

DOI - 10.3846/cpc.2017.268

Subject(s) - popular culture , mores , appeal , commodification , argument (complex analysis) , popular media , media studies , resistance (ecology) , sociology , social science , aesthetics , political science , advertising , law , art , politics , business , economy , economics , ecology , biochemistry , chemistry , biology

The essay is designed to present the phenomena of popular culture, its difference from pop culture, both products of modern West, and their impact on film and advertisement media in India. First, the discussion focuses on the Critical School which proposed the initial thesis of commodification of culture with a resultant “lowering” of standards to appeal to “the masses”, and an appeal to the “average” tastes. In the essay an argument is presented that pop culture is a “critique” of popular culture and is an elitist position attempting to shock popular mores and media content. Given this setting, it is argued that while India has followed both the globalizing popular and pop cultures, neither are adequate to encompass Indian media, specifically their film content

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