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Understanding Popular Culture, by John Fiske
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This revised edition of a now classic text includes a new introduction by Henry Jenkins, explaining ‘Why Fiske Still Matters’ for today’s students, followed by a discussion between former Fiske students Kevin Glynn, Jonathan Gray, and Pamela Wilson on the theme of ‘Reading Fiske and Understanding the Popular’. Both underline the continuing relevance of this foundational text in the study of popular culture.
What is popular culture? How does it differ from mass culture? And what do popular "texts" reveal about class, race, and gender dynamics in a society? John Fiske answers these and a host of other questions in Understanding Popular Culture.
When it was first written, Understanding Popular Culture took a groundbreaking approach to studying such cultural artifacts as jeans, shopping malls, tabloid newspapers, and TV game shows, which remains relevant today. Fiske differentiates between mass culture – the cultural "products" put out by an industrialized, capitalist society – and popular culture – the ways in which people use, abuse, and subvert these products to create their own meanings and messages. Rather than focusing on mass culture’s attempts to dominate and homogenize, he prefers to look at (and revel in) popular culture’s evasions and manipulations of these attempts.
Designed as a companion to Reading the Popular, Understanding Popular Culture presents a radically different theory of what it means for culture to be popular: that it is, literally, of the people. It is not imposed on them, it is created by them, and its pleasures and meanings reflect popular tastes and concerns – and a rejection of those fostered by mass culture. With wit, clarity, and insight, Professor Fiske debunks the myth of the mindless mass audience, and demonstrates that, in myriad ways, popular culture thrives because that audience is more aware than anyone guesses.
- Sales Rank: #238533 in eBooks
- Published on: 2010-10-08
- Released on: 2010-10-08
- Format: Kindle eBook
Review
'Well-written and accessible. Making the difficult seem easy is Fiske's great talent. No introductory reading list in the field would be complete without a Fiske.' - Sociology Magazine
About the Author
John Fiske is Professor Emeritus in the Department of Communication Arts at the University of Wisconsin-Madison, USA.
Most helpful customer reviews
17 of 20 people found the following review helpful.
True intellectual at work
By A Customer
Fiske is one of the few intellectuals considering the media in an easily accessible way whose work doesn't fall into the boring, and woefully inadequate school of 'the media is making every child a killer' stupidity. He carefully and with relevance examines just how media audiences use media texts to produce what we want from them: we are not as controlled by the evil corporate powers as much as either they or knee-jerk reactionary critics would like us to believe. A thoroughly well written and engaging read, and one that will challenge your mind in great ways
1 of 1 people found the following review helpful.
I find some of the theories very dated but good information for a historical perspective
By Seattle Girl
I find some of the theories very dated but good information for a historical perspective.
This book was not in the greatest condition - even though it was new. There was a sticky substance on part of the cover and the cover was bent which makes a difference when trying to resell. I wish I had bought the Kindle version. Half of the book is a forward.
0 of 0 people found the following review helpful.
I love this book
By K. Ellis
I first read Fiske in 1996 as a first year student studying "English". I doubt that type of degree would exist anymore but fiske's analysis of jeans is as insightful as ever. I experienced many lightbulb moments reading this book in its entirety. His explanation of the "producerly text" has reconciled my love of popular culture with my disappointment with the way it reproduces the dominant ideology.
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