5 Quotes That Will Make You Second Guess Popular Culture Messages

It is no secret that global media and popular culture have become increasingly familiar aspects of daily life. Even news and popular culture have overlapped and intertwined, as it is clear here on BuzzFeed. BuzzFeed has thus become a form of popular culture in itself, making it particularly relevant to this topic. This explains why this format has been specifically selected for the format for my assignment. The media’s omnipresence has come to shape our thoughts and understandings of numerous subjects, many of which are concerned with the concept of identity. People’s ideas about who they are and what unites them or distinguishes them from others are often developed and reinforced by modern media platforms. This sense of power can be both fascinating and frightening. Though popular culture does have the ability to use its power for good and not evil, it often depicts people and groups in a way that reinforces certain binaries and stereotypes. This is problematic in more ways than one, but ultimately because it can negatively impact the way that we understand identity. Here are five quotes from academic literature that will encourage you to think more critically about popular culture and the messages that it communicates.

1. Dick Hebdige and Style

“Each ensemble has its place in an internal system of differences — the conventional modes of sartorial discourse — which fit a corresponding set of socially prescribed roles and options. These choices contain a whole range of messages which are transmitted through the finely graded distinctions of a number of interlocking sets — class and status, self-image and attractiveness, etc.” (Hebdige, 1979; P.101).

In this quote, the author considers the concept of style, specifically in relation to fashion. He describes the complex nature of dressing, and how an outfit or ensemble can communicate a much deeper message than simply one's taste in shape or fabric. More specifically, he claims that what we choose to wear, whether it is realized or not, says a great deal about the role that we play within society. In other words, how we present ourselves stylistically, consequently places us within certain prescribed social and cultural parameters. In this sense, we can see how style and identity are developed alongside each other.

Although Hebdige developed his argument decades ago, there are many ways in which we can apply this quote to contemporary popular culture. One very specific example of this is the connection between identity and the use of school uniforms. Typically, we associate the school uniform with youth and innocence, but also with wealth and whiteness. It can be assumed that the group of children whom attend schools in which uniforms are required, come from wealthy backgrounds, and families who likely pay a large sum for their education. Stereotypically, as often represented in popular culture, these families are white and middle to upper class. Ultimately then, the school uniform represents much more than a pre-selected outfit, as it places children and youth within a certain corresponding set of socially prescribed roles. The uniform not only indicates that they are students, but students who are generally of a specific race, class, and social standing.

Comparatively, there have been a select number of popular culture texts which have challenged the identity associated with school uniforms. The Fresh Prince of Bel Air, for example, is a 90's television show that revolves around a young, African American boy from Philadelphia, who has been sent to live with his wealthy relatives. The local private school which he is transferred to, requires that he wear a school uniform -- something that he is unfamiliar with. By placing a character of racial minority into this role, one which is typically played by white characters, the programme is challenging the identity that is associated with wealth, private schools, and school uniforms. Initially, however, he rejects the uniform by attempting to alter it in a variety of ways which, symbolically, represents the rejection of this new identity being appointed to him. One that appears to be laden with underlying white, hegemonic ideals. By having the main character reject his new surroundings, the programme is in fact deepening the separation between white and black, "us" and "the other". This is an example of how many forms of global media and popular culture can appear to be challenging social issues on the surface, but end up reinforcing stereotypes by creating a clear distinction between groups or people. Here, we can see how Hebdige's argument can be applied to contemporary culture, and how the concept of style is very closely tied to the formation of identity.

I chose this specific quote by Dick Hebdige for two reasons. The first, is because it clearly articulates the influence of style and the ensemble on the process of defining an identity. In my research experience, it has been rare to find an argument like this to be so concise and to the point, yet still allow for interpretation. The second reason why I have selected this particular quote is because it introduces the reader to the topic of popular culture and identity from a critical perspective, which will set the stage for having a critical eye while reading the following quotes.

2. Megan Condis and Disney

"While Disney’s definition of princesshood initially seems to be welcoming to girls of all races, it actually sorts its aspirants into different categories. Thus, while the gestures towards diversification in the Disney Princess line seems designed to allow the Disney corporation to reassure its audience that the company in inherently inclusive and progressive at heart, the text of the Disney Princess films continues to imagine what it means to be a “good girl” differently depending on race" (Condice, 2015; P.40).

In this quote, the author tackles issues of race and gender within the Disney princess franchise, as well alludes to the importance of media literacy. She claims that the diversification of Disney princesses appears to be a progressive and honest form of inclusion, but in reality, it continues to deepen certain racial and gender stereotypes. Disney does this, she says, by sorting the princesses into specific categories, rather than keeping them all on one even playing field. This ultimately pins them against each other and allows for comparison. The author also says that Disney frequently associates "goodness" with whiteness, leaving the non-white princesses to be understood as "separate" in a very negative way. Condice believes that Disney's method of including a range of different princesses is purely to ensure their audience that they are fair and impartial, however, she argues that, clearly, this is not being properly communicated. Broadly, this quote depicts a number of systemic issues within popular culture that are often masked and unnoticeable to those that aren't critical of the media that they consume. For those that are not heavily media literate, the representation of these princesses could very well shape their understanding of female identity as well as reinforce racial stereotypes. This is particularly alarming, considering that Disney's main audience is young children, who often do not know better than to uncritically accept the messages that they hear.

Though Disney and the princess franchise are a very interesting point of study in regard to popular culture and the representation of identity, there are other ways that we can apply Condice's work to global media. The recent Netflix series called "Dear White People" is a comedy-drama that revolves around the lives of university students whom navigate various forms of racial and gender discrimination. It is assumed that the intention of this series was to draw attention to a number of issues within popular culture regarding racism and the depiction of minorities, however it received severe backlash from viewers, claiming that the illustration of each character simply reinforced preexisting prejudice by clearly separating minorities from "white people".

Although the cast of "Dear White People" was not exclusively female like the Disney princesses in which Condice discusses, its female characters are depicted in a similar way. The main character, an African American, female college student, is constantly portrayed as aggressive and outspoken. These characteristics are frequently compared to other white female characters whom are portrayed as simple and quiet. In this way, we can see how female characters in popular culture are often pinned against each other and separated into categories depending on their race and ethnicity. As a result, this can negatively contribute to the construction of female identity in global media.

I selected this specific quote from Condice for two reasons. The first, is because I feel as though discussing media in relation to children and youth is crucial in understanding the contemporary media landscape. There are number of issues present within youth entertainment that are important for both the child and the adult to recognize. I also selected this quote because Condice subtly mentions the notion that we can only recognize and understand these concealed misrepresentations if we are properly versed in media literacy. I believe that being media literate from a young age is a crucial aspect of contemporary life, as we should be critical of the wide variety of messages that we consume daily.

3. Jade Boyd and Dance Culture

"One of the many contradictions underlying Western dance is that women who dance are not always seen as communicating subjects and frequently are dismissed as objects to be seen and possessed" (Boyd, 2007; P.68).

In this quote, the author uses a feminist lens to consider Western dance culture. She claims that there is a contradiction in regard to women who dance, in that they should be seen as art performers, but are instead often viewed as objects who are either dismissed or sexualized. Boyd explains how the focus is often shifted from a woman's talent, to her body and her sexuality. More specifically, women are transformed from "subjects" to "objects". The female identity can be very negatively represented within global media and popular culture, which in turn, can impact the way that audiences develop their own identity. This quote relates to many areas of popular culture, where women are often objectified, highly sexualized and are utilized exclusively for the male gaze.

Unfortunately, dance culture is just one of many popular culture subcategories in which women are often objectified. The music industry, for example, is notorious for sexualizing women in lyrics and music videos. So much so, that it is now common for women to sexualize themselves within music in order to appeal to the male gaze. In this sense, women alter their own identity in order to meet certain criteria that they feel is necessary to remain relevant. Film and television are no different. The poor representation of women on the screen has become a mirror for society's view on the female body and female identity. Women of all ages are sexualized for the camera, by being put in scanty attire and playing roles where their sexuality is their only power. In fact, there are often female roles in which are invented exclusively to appeal to the male gaze. A more specific contemporary example of Boyd's argument is Baywatch. Baywatch, both the original television series and the recently remade film, are media texts which quite literally revolve around women running on the beach in red swimsuits. Though the actresses are supposed to be playing the role of lifeguards, they are dismissed and seen as something to be possessed. This is very similar to Boyd's discussion on dancers and how they are not seen as communicating subjects with important roles, but are objectified. In this way, we can see how popular culture has a way of turning women from subjects to objects, ultimately shaping their identity in a negative way.

I selected this specific quote from Boyd as a way to illustrate the impact of hyper sexuality on the identity of women and girls. Although efforts have been made to combat these issues of objectification, unfortunately, they are continuously outweighed by negative representation. It is hoped that Boyd's quote will encourage you, as media consumers, to step back and consider whether or not the female roles that you witness are truly representing feminist ideals or female empowerment.

4. Jeremy Packer and Automobiles

"As automobiles increasingly become signifiers of one's identity through a host of surveillance, identification, and recognition technologies which are said to promise greater freedom, we may be witnessing a period in which everyone loses their ability to avoid profiling and tracking" (Packer, 2008; P.229).

In this quote, the author tackles a number of important issues. First, he considers the way in which we, as consumers, use the things that we buy to shape our own identity. In this specific quote, Packer uses vehicles as an example. Next, he discusses the idea of surveillance and recognition, not in a technical sense, but as a metaphor. Because we, as a society, have become so consumed with purchasing, Packer claims that it is now difficult to buy something without it contributing to our identity. Each and every move that we make is thus surveilled and recognized as a reflection of who we are, whether or not it is our intention to do so. Packer states that we are likely moving into a time where this will be our constant reality.

Before applying Packer's argument to a more specific example within popular culture, I think it is important to further unpack his ideas on the automobile, and how vehicles have come to be a major signifier of our identity. Like many things, largely due to their representation within the media, we often associate specific groups or people with specific goods or services. Something as simple as the shoes that we wear can draw assumptions from others like our class, social status, race or gender. Similarly, the vehicles that we drive have to come to indicate certain personal qualities as well. A Volvo, for example, has long been marketed as a family vehicle, and as a result, is now often associated with "soccer moms". A Toyota Prius, is frequently advertised as an affordable and eco-friendly option, and subsequently has come to be associated with consumers who are environmentally conscious or those labelled as "granolas". But it is not so much the label that defines our identity as much as the assumed qualities that come with it. By driving a Prius you might not only labelled as a "granola", but it might be assumed that you are a young, white, professional who is a vegetarian and exclusively enjoys outdoor activities. Here we can see how something as insufficient as the car that we drive can make others infer who we are and how we identify ourselves.

Although there are an endless number of popular culture products that we can relate Packer's argument to, there is one that specifically comes to mind. It is no secret that the iPhone has dominated the cellular market for years. Although there are now new competitors like Samsung and Google, I think that it is safe to say that Apple is often considered to have monopolized the cellular market. But why is that? Is the iPhone really a better quality device? Although this is not a technological analysis of the iPhone, it proves interesting to consider its significance within popular culture. Over time, a certain cachet has developed in regard to the iPhone. More specifically, having an iPhone, especially for younger generations, can be associated with fitting in and following social norms. Comparatively, not selecting an iPhone as your electronic device can place the consumer in an outsider category, making others assume that they refute social norms in general. Here we can see how something as minute as the type of cell phone that one uses, has the power to speak volumes about their identity. This makes Packer's final point regarding the lack of separation between purchasing and identity development seem very valid.

I chose this specific quote in order to illustrate the dramatic level to which popular culture has come to impact our lives and our identity. Packer clearly demonstrates this in his argument, and his language encourages further analysis.

5. Alice Leppert and Reality Television

“Though the Kardashians clearly exemplify postfeminist culture, they also fill in some of its shortcomings, which may be central to their appeal. Whereas postfeminist entrepreneurial culture tells young women that they don’t need to build connections with other women, the overwhelming popularity of the Kardashians’ investment in sisterhood suggests that young women do value and desire bonds with each other, even though those bonds may be in the name of a brand” (Leppert, 2015; P.218).

In this quote, the author takes a particularly positive stance in regard to the Kardashian-Jenner family. She takes on a feminist perspective to consider the celebrity sisters, and uses them as an example of a popular culture phenomenon that has filled in the gaps of postfeminism. Postfeminist culture, she says, encourages the independence of women. So much so, that they do not emphasize the importance of female relationships. Leppert claims that although the family does represent postfeminist culture in a number of ways, their dedication to sisterhood and emphasized importance on female connection takes a rather feminist route. This, she argues, could likely be one of the reasons for their wild success. Though the Kardashian clan is frequently criticized for their materialistic nature, there is no question that they have reframed the discourse surrounding fame, family and feminism.

The Kardashian-Jenner family serves as an excellent example for Leppert's feminst-postfeminist argument. Her positive stance toward them is something that we do not see very often and raises interesting ideas surrounding the negativity that is often projected on powerful female figures. Although the sisters are likely the most accurate contemporary example of this feminist argument, there are other popular culture texts which demonstrate the value and importance of female connection. The television series, Sex and the City, is another infamous member of popular culture. This series has also received criticism for its materialism, but has also been recognized for highlighting a number of excellent feminist qualities. Although a large portion of the characters lives did in fact revolve around their heterosexual love lives, the importance of female friendship was emphasized time and time again. The four main characters, although not related, acted as sisters with an unbreakable bond. This example further illustrates Leppert's argument, and emphasizes the importance of feminism within popular culture texts.

I selected this quote almost exclusively because of its positive nature. Although it is incredibly important to critically analyze and dissect the media texts that we consume, we can also become very cynical in doing so. The goal of media literacy should not be to resist popular culture and critique its every move, but to be able to recognize the truth behind media messages. Leppert's reading emphasizes that there are, in fact, good qualities within global media and that there is nothing wrong with being positive about its future.