5 Mark Question Plan Catholic Paper 2021 PDF

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(a) How does the process of commodification influence access to popular culture? Support your answer with reference to relevant examples. 

the consumption of the popular culture:     

the consumers of the popular culture and the nature of its consumption the relationship of heroes and mythology to media and consumption how globalisation and technologies have influenced consumption the relationship of access and consumption to age, class, ethnicity, gender, location, sexuality how consumption and ownership of paraphernalia influence a sense of identity

Commodification: A social process by which an item is turned into a commodity in readiness to be traded. The process relies on marketing strategies with the aim of producing a perceived value in the item.  Your socio-economic class determines your access to Rock and Roll due to the commodification of music via file sharing services. Multiple specific examples: Difference between free versions of file sharing apps and subscriptions. Spotify and other services tailor playlists based on previous listening habits, as a result individual consumers are not exposed to different music styles and ideas as a result. (Use your own personal experience here) Theories: Conflict Theory Rock ‘n’ roll is a reflection of the dominant economic system. We are atomised by capitalism and rock ‘n’ roll is a necessary illusion to allow us to feel part of a community. Rock ‘n’ roll is also a product of business/marketing designed to create profit. The only way to overcome our alienation is to consume. Identification with others can only be achieved through brands.

 The process of commodification impacts the authenticity of the music leading consumers to reject the product and as a result impacts their desire to access the music. Multiple specific examples: Hockey Dowd, Skeggs, Lime Cordial all sound the same, all trying to appeal to the same audience, euphoric sound which eternally sounds the same. Driven from US indi surf rock sound, intended audience are teenagers. Lime Cordial was asked to play at state of Origin (Commodification impacts access, the more commodified the music the greater the audience). U2 free access on iTunes of the their album Theories: Simulacra Jean Baudrillard developed a concept called simulacra. In simple terms this means that everything is a copy. This is particularly apt for popular culture as it is clear that it continually attempts to re-invent itself to maintain its existence. However, the success of its re-invention is determined by its perceived authenticity. Popular culture is an endless process of replication.

 The process of commodification of rock and roll creates a homogenous sound that ultimately excludes non-western ethnicities as a result certain cultures do not feel represented or as thought they have access to the music.

Multiple specific examples: Spotify top ten downloaded songs for the week rarely include First Nations artists or Artists with ethnicities other than white European. This exclusion of representation due to commodification impacts the desire of non-western individuals to access Rock and Roll. https://open.spotify.com/user/redmusiccompany/playlist/4joqw3e0n9gDNVDhgKapCU? si=QJioSszJRFWTaFbq9bpyfg&dl_branch=1 Theories: Conflict Theory The differing forms of rock move quickly from youthful rebellion to commercial franchise to an agent of social control.

 The process commodification through musicians use of retail brands to appeal to authentic political statements regarding gender and sexuality can affect access, by increasing the popularity of a musician. This is seen in Billy Elish’s recent association with the brand “Calvin Klein” to emphasise her views on gender equality and sexuality. Lacan would suggested that this is an example of disavowl….. Conflict Theory… Our feelings of alienation are lessened by consuming rock ‘n’ roll. Big business, governments, marketers and owners control rock ‘n’ roll. Rock like all forms of popular culture begins as an alternative to capitalism and the dominant ideology but it is soon absorbed in to mainstream capitalist society.

Simulacra Baudrillard

Jean Baudrillard developed a concept called simulacra. In simple terms this means that everything is a copy. This is particularly apt for popular culture as it is clear that it continually attempts to re-invent itself to maintain its existence. However, the success of its re-invention is determined by its perceived authenticity. Popular culture is an endless process of replication. This process is predicated on a semblance of authenticity. In the movie Blue Hawaii released in 1961 Elvis has clearly sold out. When he arrives on a surf board singing an awful pop song he still remains a semblance or slither of authenticity. The curl of his lip, the twinkle of his eye and his greased back hair link him to a former more authentic self. Elvis has become a simulacra. Each new re-invention or copy of himself takes him further away from his authentic rockabilly roots but offers us new opportunities to consume him.

Use/Exchange Value Marx

From its earliest inception rock ‘n’ roll has been commodified. Commodification refers to the process where an activity or an object is turned into a product that can be bought and sold. Marx stated that an object or process has a use-value. This means it can be used to fulfil a need or want, it is use-ful. An electric guitar is useful because it can play chords that allow people to make music. However, Marx identified a new form of value, exchange-value. Exchange-value did not reflect use-value, it referred to what an object or service could be exchanged for. The value of a guitar played by Elvis is not measured by the quality of its sound, Its value is determined by how many people want it and what they are willing to pay, exchange-value. In other words its value is measured not by its usefulness but by how much it can be sold. Commodification is the replacement of use-value with exchange-value.

Freud

Freud believed that he had uncovered the structure of the mind. He identified three (often competing) components of the mind. Freud labelled them the Id, the Ego and the Super Ego. Bernays hypothesised that rational decision-making could be bypassed if the product could directly address the Id. In simple terms if an advertisement could appeal to our selfish, murderous self we would consume without thinking. He believed that we could become creatures of desire, rather than wants.

Lacan

Lacan concluded that we as humans are nothing more than an expression of language. He theorised that we exist within reality through three registers: the symbolic, the imaginary and the real. Put simply we experience reality in three different dimensions.

Surplus Enjoyment Zizek

Zizek sees ideology as an unconscious and spontaneous activity. Capitalism has tapped into our existential angst and offered an answer, consumption. It is able to overcome our basic human drives and replace them with a lust for surplus enjoyment. The more we consume, the more dissatisfied we feel. Surplus enjoyment dooms us to an addiction to consumption. Our identity is ideological: we are homo comsumeris.

Functionalism

Rock ‘n’ roll is a natural, “organic” aspect of a balanced society Consumption is a natural and positive experience. “What is real is rational. What is rational is real? Rock ‘n’ roll is a partnership between owners, consumers and participants.

Conflict Theory

Rock ‘n’ roll is a reflection of the dominant economic system. We are atomised by capitalism and rock ‘n’ roll is a necessary illusion to allow us to feel part of a community. Rock ‘n’ roll is also a product of business/marketing designed to create profit. The only way to overcome our alienation is to consume. Identification with others can only be achieved through brands. Our feelings of alienation are lessened by consuming rock ‘n’ roll. Big business, governments, marketers and owners control rock ‘n’ roll. Rock like all forms of popular culture begins as an alternative to capitalism and the dominant ideology but it is soon absorbed in to mainstream capitalist society. The differing forms of rock move quickly from youthful rebellion to commercial franchise to an agent of social control.

Post-Modernism

Post modernism rejects the existence of a value consensus. Society is fragmented and the global media network’s diversity reflects this. Our decision to accept or reject popular culture is based on our socialisation process and our individual decisions. Governments and other institutions have the power to influence our choices but often power is no more than a perception. We as individuals have the responsibility and the power to challenge, accept and reject popular culture and rock. We have the ultimate power. We have control, ownership, power over rock. It is within the “grasp of our perception” to be whatever we want it to be....