Seri Kuliah Cultural Studies: (3) Kritik Budaya Pop
Summary
TLDRThis lecture delves into the evolution of pop culture alongside post-World War II capitalism, termed 'late capitalism.' It contrasts classical capitalism's mass production to meet basic needs with late capitalism's creation of artificial needs, focusing on symbolic value over utility. Pop culture is used to reduce class conflict by offering workers access to similar consumer goods and entertainment as the bourgeoisie, fostering a consumerist mindset. The lecture critiques the superficial uniqueness and happiness constructed by pop culture and its alignment with global economic interests, exemplified by the homogenization of entertainment, food, and fashion. It concludes with Andy Warhol's prophecy about the rise of social media fame.
Takeaways
- 🌐 Pop culture emerged alongside the changes in capitalism, particularly post-World War II, with the rise of 'late capitalism' or 'advanced capitalism'.
- 🏭 In classical capitalism, production was based on mass needs, whereas in advanced capitalism, it's based on artificially created needs and the level of meaning and interpretation attached to the products.
- 🛍️ Consumption in advanced capitalism is no longer based on utility value but on symbolic value, as seen in the preference for brands that signify status or wealth.
- 👕 Advanced capitalism operates by providing workers with benefits like health insurance and bonuses, and by promoting pop culture to reduce class conflict, making it seem like class differences are less pronounced.
- 🎤 Pop culture is intentionally created to make the working class aspire to a lifestyle similar to the bourgeoisie, including fashion, entertainment, and leisure activities.
- 📺 The media plays a significant role in fostering a consumerist mentality among the working class, promoting the idea of independence and uniqueness through consumption.
- 👥 The concept of 'independency' and 'uniqueness' in consumer culture is often limited and artificially constructed, leading to a dependence on external commodities for happiness.
- 🎶 Pop culture is characterized by its mass appeal, homogeneity, adaptability, and temporary nature, often leading to the rapid rise and fall of trends and artists.
- 🌍 The relationship between pop culture and globalization is significant, with globalization spreading economic interests that align with pop culture elements such as entertainment, food, and fashion.
- 🌟 Andy Warhol, a pioneer of pop culture, predicted that in the future, everyone would have their moment of fame, reflecting the impact of social media and the democratization of fame.
Q & A
What is the relationship between the emergence of pop culture and the changes in capitalism?
-Pop culture emerged alongside the changes in capitalism, particularly with the advent of post-World War II capitalism, which is referred to as advanced or late capitalism. This form of capitalism is characterized by a shift from producing based on mass needs to creating and fulfilling artificial needs.
How does advanced capitalism differ from classical capitalism in terms of production logic?
-In classical capitalism, production is based on mass needs, such as the mass production of Ford cars in America. In contrast, advanced capitalism is based on creating artificial needs and producing based on symbolic value rather than utility.
What is an example of artificial needs created in advanced capitalism?
-Examples of artificial needs include skin-whitening cigarettes and other products that are not based on actual utility but are designed to fulfill desires for certain social images or statuses.
How does advanced capitalism operate in relation to the working class?
-Advanced capitalism presents itself with a 'sweet face' by providing benefits like health insurance and bonuses to the working class. It also promotes pop culture to reduce class conflict, making it seem as if the working class can enjoy the same consumer goods and entertainment as the bourgeoisie.
What is the impact of media in promoting consumerism among the working class?
-Media plays a significant role in fostering consumerism among the working class by implanting fantasies of independence, authenticity, and happiness that are often tied to the consumption of specific products or experiences.
How does the concept of authenticity become a constructed illusion in consumer culture?
-Authenticity in consumer culture is often an illusion because it is constructed by the market. For instance, a pair of jeans sold as 'authentic' by a distributor is not truly unique or authentic but rather a constructed image to appeal to consumers.
What is the difference between pop culture and folk culture according to the script?
-Pop culture is characterized by its mass appeal, tendency to homogenize, and its ephemeral nature, often lacking in depth and quality. In contrast, folk culture is deeply rooted in local traditions, carries philosophical or intrinsic meanings, is light-hearted and entertaining, serves as a means of cultural inheritance and socialization, and is enduring across the lifespan of a society.
How does globalisation relate to pop culture according to Anthony Giddens?
-Anthony Giddens suggests that globalisation is closely related to pop culture as it involves the economic interests of global entertainment, food, and fashion industries. Globalisation aims to standardize entertainment, food, and fashion worldwide, which aligns with the spread of pop culture.
What does Andy Warhol's quote about '15 minutes of fame' imply about the era of social media?
-Andy Warhol's quote implies that the era of social media has made it possible for almost anyone to achieve a brief moment of fame or recognition, reflecting the transient and widespread nature of attention in contemporary society.
What are the three Fs of globalisation's economic interests as mentioned in the script?
-The three Fs of globalisation's economic interests are Fun, Food, and Fashion, which represent the entertainment, food, and fashion industries that are globalised and contribute to the spread of pop culture.
How does the script describe the characteristics of pop music?
-Pop music is described as having simple lyrics and melodies that are easy to adapt to and enjoy. It is repetitive, easy to accept, and has a temporary or fleeting nature, often being replaced by new trends quickly.
Outlines
🌐 Capitalism and Pop Culture
This paragraph discusses the emergence of pop culture alongside the evolution of capitalism post-World War II. It differentiates between classic capitalism, characterized by mass production to meet basic needs, and advanced capitalism, which creates artificial needs and values consumption based on symbolism rather than utility. The example of preferring a high-end smartphone over a cheaper one for its status symbol is given. Advanced capitalism is also described as adopting a 'human face' by providing workers with benefits and intentionally creating pop culture to reduce class conflict, making the working class believe they can enjoy the same lifestyle as the bourgeoisie through consumption of the same commodities. Media plays a role in promoting this consumerist mentality among the working class, fostering fantasies of independence and uniqueness.
🎭 The Illusion of Individuality and Happiness in Pop Culture
The second paragraph delves into the concept of the limited independence and constructed happiness within pop culture. It argues that the uniqueness and individuality people perceive in themselves are often artificial, created by brands and not genuinely personal. The paragraph also touches on the idea that happiness derived from external sources, such as entertainment venues, is temporary and dependent, making it difficult for individuals to find happiness from within. The characteristics of pop culture are outlined as trendy, homogenizing, repetitive, temporary, and of low quality, contrasting with folk culture, which is organic, meaningful, educational, entertaining, and enduring.
🌍 Pop Culture and Globalization
The final paragraph explores the relationship between pop culture and globalization, suggesting that globalization began in the late 1980s or early 1990s with the widespread use of the internet, the fall of communism, and the acceptance of democratic and liberal ideas. It ties globalization to pop culture through the economic interests of Fun, Food, and Fashion, with examples like Disneyland, fast-food chains, and fashion brands. The paragraph concludes with a quote from Andy Warhol, a pop culture icon, who predicted that in the future, everyone will have their moment of fame, reflecting the influence of social media.
Mindmap
Keywords
💡Pop Culture
💡Advanced Capitalism
💡Symbolic Value
💡Consumerism
💡Cultural Studies
💡Class Struggle
💡Globalization
💡Authenticity
💡Independence
💡People's Culture
💡Andy Warhol
Highlights
Pop culture emerges alongside the changing face of capitalism post-World War II.
Capitalism evolves from classic to advanced forms, known as 'Spot capitalism' or 'late capitalism'.
Advanced capitalism is characterized by production based on artificially created needs rather than mass needs.
Consumption in advanced capitalism is based on symbolic value rather than utility.
Examples given include preferring a luxury brand phone over a cheaper one for its status symbol.
Artificial needs like skin-whitening products are created and marketed.
Advanced capitalism operates with a 'sweet face', offering workers benefits like health insurance and bonuses.
Pop culture is intentionally fostered to reduce class conflict and make it less visible.
Workers are encouraged to consume the same commodities as their employers, blurring class lines.
The bourgeoisie aims to convince the working class that social protest or revolution is unnecessary.
Media plays a role in promoting consumerism among the working class.
The concept of 'independency' is limited, often created by external factors rather than personal choice.
Happiness is constructed and dependent on external sources like entertainment venues.
Pop culture is characterized by its ephemeral nature, easily replaced by new trends.
Pop music is repetitive, simple, and designed to be quickly consumed and forgotten.
Folk culture is contrasted with pop culture, having deeper meanings, local origins, and serving as a means of传承 and socialization.
Globalization is closely related to pop culture, aiming to standardize entertainment, food, and fashion worldwide.
The influence of pop culture is seen in the global spread of brands like Disneyland, McDonald's, and Armani.
Andy Warhol's quote about everyone being famous for 15 minutes reflects the era of social media and the fleeting nature of pop culture fame.
Transcripts
Hai baik kita masuk pada kuliah budaya
pop atau pop culture atau tepatnya
kritik cultural studies terhadap budaya
pop ya Nah budaya pop lahir bersamaan
dengan berubahnya wajah kapitalisme
pasca-perang dunia ke dua kapitalisme
muncul dengan wajahku manis atau pasca
perang dunia 2 ini juga kapitalisme bisa
bisa disebut sebagai Spot kapitalismus
atau kapitalisme lanjut ya tidak sekedar
kapitalisme biasa tetapi kapitalisme
lanjut lalu Apa yang membedakan antara
kapitalisme dengan kapitalisme lanjut
kita bisa lihat dari logika produksi
dalam kapitalisme klasik produksi itu
berdasarkan kebutuhan massal misalkan
mobil Ford di Amerika derung diproduksi
dengan satu
Kristen itu digunakan untuk memenuhi
kebutuhan massal televisi kulkas di era
kapitalisme classic itu diproduksi
secara seragam dan ditujukan untuk
kebutuhan massal sementara dalam
kapitalisme lanjut produksi itu
didasarkan pada kebutuhan semua atau
kebutuhan yang sengaja diadakan atau
diciptakan produksi dalam kapitalisme
lanjut itu juga didasarkan pada level
pemaknaan dan interpretasi atasnya
konsumsi tidak lagi didasarkan pada
nilai guna tetapi nilai simbol dan
contohnya ini banyak misalkan Kenapa
anda lebih memilih Haque mereka
dibandingkan hp merk BH karena atau
merek a.who nya reputasi sebagai hp-nya
orang kaya dan lain sebagainya ke
anda lebih memilih sepatu seharga 5 juta
dibandingkan sepatu seharga 500.000
seringkali itu karena kita tidak sedang
mengonsumsi nilai guna dari sepatu
tetapi kita sedang mengonsumsi nilai
simbol atau Citra dari sepatu itu
sendiri nah contoh kebutuhan semu yang
diada-adakan itu juga Misalkan seperti
rokok pemutih kulit dan lain sebagainya
nah Lalu bagaimana kapitalisme lanjut
ini beroperasi bagi kelas pekerja telah
di sini sebelumnya Bagaimana kapitalisme
lanjut ini muncul dengan wajah Humanis
Apa sajakah wajahmu manis tersebut yang
pertama kapitalisme lanjut memberikan
jaminan kesehatan asuransi kerja bonus
beton dan lain-lain bagi pekerja
kemudian budaya pop sengaja dimunculkan
untuk mereduksi pertentangan kelas atau
dengan kata lain agar pertentangan kelas
yang terjadi tidak lagi tampak begitu
kentara ya lewat budaya pop inilah
sebetulnya kelas pekerja sengaja dibius
ya mereka kelas pekerja dapat mengenakan
merek pakaian jeans dan sepatu yang sama
seperti majikan mengakses sarana hiburan
yang sama seperti majikan seperti konser
musik bioskop Wana Wana rekreasi dan
lain sebagainya dengan kata lain seolah
kaum borjuis ingin mengatakan Sudahlah
Anda tidak perlu melakukan protes sosial
Anda tidak perlu melakukan revolusi
sosial toh Anda bisa menggunakan pakaian
yang sama seperti kami Anda bisa
menikmati sarana hiburan yang sama
seperti kami dan ini memang berbeda di
era kapitalisme klasik dimana
Hai hanya kelas borjuis yang mampu
menggunakan pakaian dengan merek-merek
tertentu hanya kelas borjuis yang mampu
mengakses sarana sarana hiburan tetapi
di era kapitalisme lanjut ini kelas
pekerja dibuat dapat mengonsumsi
komoditas yang sama dengan majikan nah
sialnya media turut mendorong mentalitas
kelas pekerja agar tampil seperti kelas
menengah atau kelas atas dampaknya
adalah konsumerisme pada kelas pekerja
media menanamkan fantasi tentang
independensi atau kebebasan otentitas
atau keunikan serta kebahagiaan ambil
misal Gambar disamping ini Katakanlah
ini adalah celana dalam yang dijual di
distro barang-barang distro seringkali
jenisnya sangat terbatas dan ketika Anda
membeli salah satu celana dalam ini anda
merasa unik anda merasa otentik Karena
beda dari yang lainnya
pic seringkali anda tidak sadar bahwa ke
otentik dan atau keunikan anda itu
sifatnya semu Karena itu adalah keunikan
yang diciptakan oleh distro bukan
keunikan yang anda ciptakan sendiri atau
muncul dalam diri sendiri nah di poin
berikutnya dijelaskan independency yang
sifatnya terbatas sesungguhnya
independensinya itu sifatnya terbatas
keunikan yang sengaja diciptakan serta
kebahagiaan yang sengaja di konstruksi
Misalkan seperti anda bahagia ketika
datang ke wahana wahana rekreasi konsep
konser musik itu sebetulnya kebagian
yang diciptakan Anda kemudian menjadi
begitu bergantung untuk bahagia pada
wahana-wahana seperti itu dan anda
semakin sulit untuk memunculkan
Kebahagiaan dari diri Anda sendiri
begitu juga independency atau kebebasan
yang sifatnya terbatas seolah kita bebas
memilih
atau komoditas apapun tetapi sebetulnya
kita dibatasi pilihan kita terbatas pada
komoditas-komoditas yang ada atau
ditawarkan nah lalu apa beda pop-culture
dengan vokal cerah atau apa beda budaya
pop dengan budaya rakyat Nah pop-culture
itu sifatnya keren harus budaya yang
diikuti dan disukai banyak orang dia
cenderung menyeragamkan akibat Rendy
atas mudah pula dijiplak oleh repetitif
sifatnya contoh musik pop lirik dan
nadanya sederhana adaptabilitas atau
mudah diterima dan dinikmati oleh masa
durabilitas bersifat temporer atau
sementara segera tenggelam ketika muncul
budaya-budaya pop lain yang dianggap
lebih unik dan terakhir berkualitas
rendah Jadi kalau anda amati sebetulnya
musik-musik pop itu hampir tidak ada
bedanya
satu sama lain antara Lady Gaga Madonna
dengan Britney Spears nada-nadanya sama
sebetulnya dan bisa ditukar satu sama
lain sehingga sifat musik ini bukan
sifat musik yang organis seperti musik
classic ya repetitif lirik dan nadanya
memang dibuat sederhana dan mudah
diterima oleh telinga Kita tetapi pada
akhirnya konstruksi budayanya seperti
ini akan mudah tenggelam Ya dan kita
lihat sekali bagaimana artis-artis pop
muncul dan beberapa bulan kemudian
digantikan oleh yang lain tenggelam
begitu saja dia tidak dia sulit menjadi
suatu konstruksi baik yang sifatnya
melegenda lalu Bagaimana karakter vokal
teratau budaya rakyat yang pertama lahir
dari masyarakat dijiwai oleh karifan
lokal yang kedua memiliki filosofi atau
makna yang dalam
yang ketiga Sebagai pembelajaran
masyarakat yang terkemas Sara ringan dan
menghibur yang keempat salah satu sarana
untuk mewariskan nilai norma budaya
masyarakat atau sebagai sarana
sosialisasi yang kelima Abadi ya budaya
rakyat ada sepanjang usia masyarakat
tersebut Apa hubungan budaya pop dengan
globalisasi menurut Anthony giddens
globalisasi adalah proses menyempitnya
ruang dan waktu dan globalisasi dimulai
pada akhir tahun 80-an atau awal tahun
90-an dengan beberapa dengan beberapa
indikator atau dengan beberapa momen
seperti mulai digunakannya internet
secara luas oleh masyarakat dunia
kemudian runtuhnya komunisme dunia yang
menyebabkan a
kau pergaulan antar masyarakat dunia
tidak lagi dibatasi oleh sekat-sekat
ideologis dan yang ketiga adalah
diterimanya asosiasi ide-ide demokrasi
liberal seperti emansipasi gender
feminisme kemudian hyunri dan demokrasi
dan lain sebagainya nah ternyata
globalisasi memiliki keterkaitan yang
erat dengan budaya pop ya karena
globalisasi ini muatan kepentingan
ekonominya berkelindan dengan budaya pop
yaitu tiga fo3f Fun Food and fashion
globalisasi berupaya menyeragamkan
hiburan masyarakat dunia lewat
Disneyland misalkan bioskop XX1 terus
Cineplex dan lain sebagainya globalisasi
juga berupaya menyeragamkan budaya
makanan masyarakat dunia
What hamburger lewat pizza McDonald KFC
dan lain sebagainya kemudian globalisasi
juga berupa Mr menyerahkan kan fashion
masyarakat dunia lewat dolce and gabbana
Armani dan lain sebagainya yang
sebetulnya semua ini juga punya muatan
ekonomis jadi disinilah keterkaitan
budaya pop dengan globalisasi terakhir
ada kata-kata menarik dari Andy Warhol
di tahun 60an Andy Warhol ini adalah
avant-garde budaya pop salah seorang
pioner budaya pop dari Amerika Serikat
dia mengatakan kelak dalam 15 menit
semua orang akan terkenal dan agaknya ra
yang dimaksud Andy Warhol adalah era
sekarang era media sosial hoax
[Musik]
yang cukup memancing tamu-tamu
5.0 / 5 (0 votes)