Is Commercial Culture Popular Culture?: A Question for Popular Communication Scholars
نویسنده
چکیده
This essay compares commercial culture with popular culture, reviewing different conceptualizations of the terms. It posits that there are significant differences, but that commercial culture increasingly intrudes on other forms of culture. The essay argues that popular communication scholars are well positioned to develop new perspectives and techniques to understand hybrid versions of popular-commercial culture. Watts and Orbe’s (2002) concept of “spectacular consumption” is discussed as 1 such example of a new perspective that sheds light on recent forms. The essay concludes with a brief description of 2 examples of spectacular consumption, Super Bowl advertising and Cheerios Play Books.
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