LECTURE 1:Outline of Current Lecture:- Defining “popular culture”- Popular culture and rhetoricCrashing the Culture Industry/ Everything you wanted to know but didn’t know how ask for- Culture is one of 2-3 of most complicated words in the English language—from reading- Look at other cultures—how they define “popular culture”Approach: Rhetoric and Culture:- Symbolic phenomena—o Rhetoric is all about how people interpret/communicate/live the world to other about themo Comm is always with us- in every conversation- but it’s invisible- Representationo In what ways does out mediated cultural environment represent the world/makes sense of ito Do represent exhibit biases- what’s on/pushed off screen- Mediatedo Electronic media- spurred pop culture- Political force-o Symbolic AND political force component (do things in the world/write people in andout of power)- Circulationo Can’t just look at broadcast-o Culture comes from Greek word for “circle”- kuklos (Greek)- circle/cycleo Cult= dig into cycle- evolutionary process-o Culture is a process- can’t just look at way broadcast companies shoot messages intobrain in linear way-have to look at how received/process/interpreted/torn apart/put back togethero What cultivars of ne ways of thinking about culture produceo How to reproduce culture- Patternso Identify patterns/stories that show up again and again in different contexts-o Patterns in how power exerts itself- what’s included/excludedo Promotion/protection of powero Patterns have discovered/rediscovered by cultural critics“Popular Culture” is….- List that shows up in Jenkins readingso Short lived/fad/culture? Transiento Youth Culture? “What’s on the radio determined by 12 years old girls”- Will look at economics of ageo Culture for masses of people? Margins vs. mainstream- what everyone can recognize- what people clued into  Think of it like a bell curve (middle-big clump-tails-extremes-)- Many people see culture as bell curve flattened by new media- not as much as mainstream- tails are longer- long tailed theory- De-valuing of mainstream cultureo A way to distinguish trash from “real art” Culture that does not measure up to definition of real art Each has confessed that you watch trash cultureo What’s produced by commercial media? As opposed to culture that is “underground”- Some of what we have in Athens is underground- it’s not handed down via MTV/radio stations- it’s made by people in the course of living lives- Think about the word popular- related to “people”- tradition definition of popular cultureo What’s produced by regular people in everyday life? Last two are salient- diametrically opposed The Frankfurt School- Max Horkheimer and Theador Adornoo From Germanyo Come to U.S. to study American culture/ media system o Establish “critical theory”o Focus on media and power –how media events power- The “Culture Industry” = film, radio, and somewhat TVo Core values: Authenticity Meaningful art Culture freedomThe Culture Industry:- Oxymoron?o Two things that don’t go together- Entrance of large, corporate entertainment institutions- The factory metaphor; it’s BIG- Mass production- Standardization, homogenization, uniformity –all the same - Interchangeable parts: “recombinant culture”o Produce something that can be competitive on market—familiar with others Plays itself outPolitical Economy- Method to understanding why culture exsist as it does (economy culture)o Method of critiqueo Commercial culture us an effect of underlying real economic structures Culture industry about turning a profit Extension of advertisingTV:- What is being sold is the audience to an