It is known as culture to the social fabric that is created with the customs, traditions and expressions that develops a certain community . Just as people are responsible for the development of culture, it influences the men and women of the society in question.
The notion of massesOn the other hand, you can refer to various issues. In this case we are interested in the meaning linked to a crowd or crowd of people. The masses, in this sense, constitute a social group
It is known as mass culture to those cultural manifestations that, due to their characteristics or form of production, can be assimilated by a large number of people . This type of culture, in this way, opposes the elite culture (which is usually aimed at the privileged classes).
In general, mass culture is associated with that produced under the parameters of a industry , with profit and aimed at consumers. That is why it uses marketing and advertising tools to achieve dissemination and become a profitable product.
In addition to all of the above, we would have to establish a series of important parameters or identity signs about what is known as mass culture:
• It is based on three key pillars such as consumer society, commercial culture and advertising.
• Its concept was developed in the twentieth century. Specifically, it was in the middle of it when it began to be used bluntly and all following a series of events that took place in the world in social or political matters. Among those facts are from the implementation and extension of totalitarianisms to the emergence and forcefulness of mass media such as radio or television.
• It is closely related to globalization.
• It is closely linked to what is called consumerism. And it is considered that she encourages in many cases the acquisition and purchase of all kinds of products.
• Among the advantages of mass culture is that it is committed to multiculturalism
• However, he is also credited with also, at the same time, sometimes fostering anything positive aspects such as the loss of national identities or values as well as the aforementioned consumerism.
• Sports, music, movies or television have become "shows" of mass culture.
• There are several studies and analyzes carried out around the term at hand, one of the most significant being the one carried out in 2004 by Alberto Abruzzese under the title “Mass Culture”.
It is possible, therefore, to draw an opposition between mass culture (whose products are conceived to reach the massiveness and generate profits) and that made in a more artisanal way and with the aesthetic or spiritual enjoyment as the main purpose.
It can be indicated that mass culture tries to fix thoughts and symbols in the community since, upon reaching a large number of people, it has a great influence. The most powerful groups appeal to this type of culture to transmit their values and perpetuate the status quo .
According to various experts, mass culture is defined as a product which aims to implant in its consumers a certain way of thinking and acting. Through the media, especially television, a large part of society absorbs daily a series of ideas and customs that it then adopts as its own, feeding an endless chain that gradually molds entire populations.
Despite being going through a was in which the Internet seems to be the king of the market, television continues to occupy a primary place in most of the world's homes; In countries like the United States and Japan, generally associated with great scientific advances and blockbusters in the entertainment and entertainment industries, people spend many hours a day in front of the television, which represents an authentic (although dangerous) company, especially for those who live alone
The media The mission of communication is to keep people informed, to entertain them and to open doors to new cultures, to the wonders of nature that few can see in person, to bring them closer to the reality of the whole world without having to move from home; However, the days in which its content could be considered spontaneous and legitimate are far away, since we currently have ample evidence of the unfortunate distortion caused by economic and political interests.
Mass culture is not something that has been spontaneously accepted or adopted by the masses, but a product specially designed and adjusted to be consumed by as many people as possible, and looking to use them to boost its massification until reaching a domain impossible to overthrow.
Although it is disappointing for some, it is truly difficult to step aside and avoid any influence of mass culture, even for those who believe they have their own ideas and convictions; we belong to a great system complex and carefully interwoven, which whispers at every corner what to think, how to take advantage of our free time, and, why not, what to do if we want to rebel before him.