Seri Kuliah Cultural Studies: (3) Kritik Budaya Pop

Summary

This 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

00:00

🌐 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.

05:00

🎭 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.

10:03

🌍 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.

Keywords

💡Pop Culture

Pop culture, short for popular culture, refers to the ideas, perspectives, attitudes, images, and other phenomena that are widely circulated by mass media. In the video, pop culture is discussed as a product of post-World War II capitalism, characterized by its mass appeal and consumer-driven nature. The script mentions how pop culture is designed to be easily consumed and quickly replaced, reflecting the transient and homogenizing effects of advanced capitalism.

💡Advanced Capitalism

Advanced capitalism, also known as late capitalism, is a term used to describe the current stage of capitalism characterized by consumerism, globalization, and the dominance of multinational corporations. The video script discusses how advanced capitalism differs from classic capitalism by focusing on the production of needs rather than fulfilling existing ones, and by emphasizing symbolic value over functional value in consumption.

💡Symbolic Value

Symbolic value refers to the meaning or status that consumers attach to products beyond their functional use. In the context of the video, symbolic value is highlighted as a key driver of consumption in advanced capitalism. The script gives examples such as people choosing expensive brands not for their utility but for the social status and image they project.

💡Consumerism

Consumerism is the social and economic order and ideology that encourages the acquisition of goods and services in ever-increasing amounts. The video discusses how consumerism is fostered in advanced capitalism, particularly among the working class, through the promotion of a lifestyle that mimics the middle and upper classes, leading to a dependence on material consumption for happiness and identity.

💡Cultural Studies

Cultural studies is an academic discipline that examines cultural phenomena, particularly those related to power structures and social issues. In the video, cultural studies is mentioned as a critical approach to understanding pop culture and its impact on society, including the ways in which it shapes class relations and consumer behavior.

💡Class Struggle

Class struggle refers to the conflict between different social classes, particularly the working class and the bourgeoisie, over issues such as economic and political power. The video script suggests that advanced capitalism and pop culture work to reduce the visibility of class struggle by offering the working class access to consumer goods and entertainment that were once exclusive to the upper classes.

💡Globalization

Globalization is the process by which the world's markets and businesses have become increasingly interconnected and interdependent. The video connects globalization with pop culture, suggesting that the spread of pop culture is a result of globalization, which aims to standardize entertainment, food, and fashion across the world, reflecting the economic interests of advanced capitalism.

💡Authenticity

Authenticity, in the context of the video, refers to the genuineness or originality of an item or experience. The script critiques the concept of authenticity in consumer culture, arguing that what consumers perceive as unique or authentic is often a constructed image by brands and media, rather than a true reflection of individuality or quality.

💡Independence

Independence, as discussed in the video, refers to the idea of self-sufficiency and freedom of choice. However, the script challenges this notion by suggesting that the perceived independence of consumers is limited, as it is often dependent on the consumption of products and experiences provided by the market.

💡People's Culture

People's culture, or folk culture, is a term used to describe the traditional cultural practices and expressions of a community that are passed down through generations. The video contrasts people's culture with pop culture, highlighting the former's deep roots in local traditions, its educational and socializing functions, and its enduring nature compared to the fleeting trends of pop culture.

💡Andy Warhol

Andy Warhol was an American artist and a leading figure in the pop art movement. The video references Warhol's famous quote about everyone having their 15 minutes of fame, which is used to illustrate the transient nature of fame and recognition in the era of social media and pop culture.

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