Mass culture is that assimilated by a large number of people.
Culture is known as the social framework that is created with the customs, traditions and expressions that a certain community develops. Just as people are responsible for the development of culture, it influences the men and women of the society in question.
The notion of masses , on the other hand, can refer to various issues. In this case we are interested in the meaning linked to a crowd or gathering of people. The masses, in this sense, constitute a social group
What is mass culture
Mass culture is called those cultural manifestations that, due to their characteristics or form of production, can be assimilated by a large number of people. This type of culture, in this way, is opposed to elite culture (which is usually aimed at the privileged classes).
In general, mass culture is associated with that produced under the parameters of an industry , for profit and aimed at consumers. That is why it uses marketing and advertising tools to achieve dissemination and become a profitable product.
Main features
In addition to all of the above, we would have to establish a series of important parameters or hallmarks of what is known as mass culture:
• It is based on three key pillars such as the consumer society , commercial culture and advertising.
• Its concept was developed in the 20th century. Specifically, it was in the middle of it when it began to be used in a forceful way and all as a result of a series of events that took place in the world in social or political matters. Among these facts are everything from the implementation and extension of totalitarianism to the appearance and forcefulness of mass media such as radio or television.
• It is closely related to globalization.
• It is closely linked to what is called consumerism. And it is considered that in many cases it encourages the acquisition and purchase of all types of products.
• Among the advantages that mass culture brings is that it is committed to multiculturalism
• However, it is also accused of sometimes promoting non-positive aspects such as the loss of national identities or values as well as the aforementioned consumerism.
• Sports, music, cinema and television have become "spectacles" of mass culture.
• There are various studies and analyzes carried out around the term at hand, one of the most significant being the one carried out in 2004 by Alberto Abruzzese under the title “Mass Culture”.
It is possible, therefore, to draw an opposition between mass culture (whose products are designed to achieve mass and generate profits) and that carried out in a more artisanal way and with aesthetic or spiritual enjoyment as the main purpose.
Television is a very important resource of mass culture.
Objectives of mass culture
It can be indicated that mass culture tries to establish thoughts and symbols in the community since, by reaching a large number of people, it has a great influence. The most powerful groups appeal to this type of culture to transmit their values and perpetuate the status quo .
According to various experts, mass culture is defined as a product that aims to implant in its consumers a certain way of thinking and acting. Through the media, especially television, a large part of society daily absorbs a series of ideas and customs that it then adopts as its own, feeding an endless chain that gradually shapes entire populations.
The importance of television
Despite going through an era in which the Internet seems to be the king of the market, television continues to occupy a primary place in most homes in the world; In countries like the United States and Japan , generally associated with great scientific advances and blockbuster productions in the entertainment and entertainment industries, people spend many hours a day in front of the television, which represents authentic (although dangerous) company, especially for those who live alone.
The media has the mission of keeping people informed, of entertaining them and of opening doors to new cultures, to wonders of nature that few can see in person, of bringing them closer to the reality of the entire world without having to leave their home. home; However, long gone are the days when its content could be considered spontaneous and legitimate, since today we have ample evidence of the regrettable distortion caused by economic and political interests.
The influence of mass culture
Mass culture is not something that has been spontaneously accepted or adopted by the masses, but a product specially designed and adjusted to be consumed by as many people as possible, and that seeks to use them to enhance its massification until reaching a dominance that is impossible to overthrow. .
Although it may be disappointing for some, it is truly difficult to step aside and avoid any influence of mass culture, even for those who believe they have their own ideas and convictions; We belong to a large complex and carefully interwoven system , which whispers to us at every corner what to think, how to take advantage of our free time, and, why not, what to do if we want to rebel against it.