Module Code and Title:         CTH305 Pop Culture and Media

Programme:                          BA in Mass Communication

Credit Value:                         12

Module Tutor:                       Vanlallawmkimi

General objective: This module aims to teach student theories of popular culture, their relevance, and applications. The module will take a critical look at how pop culture, spokespersons and celebrities impact the way consumers take in media from advertisements to addresses at cultural events. This module will discuss the differences between popular culture and culture identity and how popular culture impacts day-to-day life.

Learning outcomes – On completion of this module, students will be able to:

1. Identify theories of popular culture.
2. Discuss everyday events influenced by celebrities and the media reaction to these events.
3. Explain the intersection of capitalism, industry and culture.
4. Discuss individual and social consequences of popular culture.
5. Discuss personal and public responses to crimes or scandals involving pop culture icons.
6. Identify how organizations use celebrities to influence the public.
7. Analyse how pop culture has influenced one’s own cultural identity.

Learning and Teaching Approach:

Assessment Approach:

A. Pair Pop culture theory analysis newsletter: Portion of Final Mark: 15%

Students will work in pairs to select a Popular Culture theory and create a 3-page newsletter for a youth audience between 16-21 years of age. The feature article of 750 words should describe the theory. Another article with a minimum of 750 words that pertains to the application of the theory should be present with at least 2 sources cited in the article. Within the newsletter, students should include 2 captioned and cited graphics (self-citation is acceptable) to be incorporated with the articles.

3%       Accuracy in description of theory

3%       Use of relevant sources and graphics

3%       Use of attractive layout

4%       Accurate correlation of stories to theory

2%       Appropriate work for audience group

B. Pop culture impact on society individual report and presentation: Portion of Final Mark: 20%

Students will individually pick a popular culture phenomena and trace the impacts on a society in a 1250-1500 word composition. The paper should reference the society that is impacted and include 5 sources that prove that this pop culture occurrence has had an impact on a specific society or societies. Potential topics could include those along the lines of “Grand Theft Auto” and the impacts on youth players; Brain Games and the counter-effects on Alzheimer’s and dementia; K-pop and the surge of Korean makeup in Bhutan and numerous other possibilities. Students will meet with the tutor by appointment with a topic and 3 relevant sources for the topic. After approval, students will begin by submitting a draft of their paper for 5%, edit their drafts based on feedback, then submit a final draft worth 10%. The final 5% will be presented in the form of a presentation format of the student’s choice that should be between 5-10 minutes long, with 2-5 minutes to answer peer/tutor questions.

5%       Initial draft and adherence to rubric

3%       Ability to define cultural phenomena in final composition

3%       Description on the impacts of society in final composition

3%       Quality of argument

1%       Structure and mechanics of composition

1%       Ability to present cultural phenomena and impacts to society to class

2%       Quality of presentation materials

1%       Ability to answer peer and tutor questions

1%       Execution of a well thought out presentation geared toward audience

C. Individual Pop culture current affairs presentation: Portion of Final Mark: 10%

Students will individually research and present 7-10 min on recent media coverage of any popular culture element (celebrity, product, fashion, entertainment). Students should examine at least three different media reports on the same element and connect theories discussed in class to the recent events.

2%       Diverse media reports captured

3%       Connection of recent pop culture events to theories discussed

3%       Hypothesizing potential impacts

2%       Creativity in presentation

D. Midterm examination: Portion of Final Mark: 15%

Students will take a written exam of 1.5 hr duration covering topics up to the mid-point of the semester.

Pre-requisites: CTH203 Contemporary Media Theory and Practice

Subject matter:

1. Unit I: Mass Cultures and popular culture
   • Mass culture and mass society
   • The mass culture debate
   • Mass culture and Americanisation
2. Unit II: Theory in popular culture and its application
   • The Frankfurt School of Culture in Industry: Its relevance in the study of popular culture
   • Introduction to semiology and Barthes: Semiological analysis of popular culture
   • Marxism, political economy and ideology: Approaches to study of popular culture which emerged from with Marxist tradition and its relevance today
3. Unit III: Feminism and popular culture
   • Feminist Critique; Review of women and advertising and roles of women in the entertainment industry
   • Feminism and mass culture
   • Feminism and content analysis
   • Feminism, patriarchy and psychoanalysis
   • Feminist theory and study of Ideology
4. Unit IV: Introduction to postmodernism and contemporary popular culture
   • Introduction to postmodernism
     • Culture and society
     • Style at the expense of substance
     • Art and popular culture
     • Confusion over time and space
   • Emergence of postmodernism
     • Consumerism and media-saturation
     • New middle-class occupations
     • The erosion of identity
     • Limitations of postmodernism

5. Unit V: Contemporary popular culture
   • Cinema
     • Film Festivals
     • Foreign Film Theatres
     • Common Theme/Different language or setting; Cases: Dangerous Liaisons (US), Untold Scandal (Korea), Dangerous Liasons (China); Departed (US) and Infernal Affair (Hong Kong); The Italian Job (US) and Players (India); Seven Pounds (US) and Gyalsey: Legacy of a Prince (Bhutan)
     • Bollywood music and film and its influence on the Bhutanese music and film industry: e.g., tunes and styles borrowed from Bollywood music, changes in the choreography of the dances in Bhutanese movies.
   • Television
     • Export of television series
     • Remake of series for locals; Cases: The Office UK and US; Whose Line is it UK and US; Ugly Betty and Yo Soy Betty, la fea US and Colombia; Survivor and Expedition Robinson US and Netherlands; Power Rangers and Super Sentai US and Japan; American Idol and Druk Superstar
   • Advertising
     • Cultural beauty standards
     • Advertisements in Bhutan: Druk Air, Tashi Cell and BOB
   • Pop music
     • Case: Psy and Gangnam Style
   • Celebrities and endorsements: Advantages and disadvantages: Kate Moss, Tiger Woods, Scarlet Johansson and Oxfam
   • Spokesperson and organisation
   • Celebrities’ influence versus common man
   • Soft colonialism and cultural imperialism; examples in relation to Bhutan:
     • K-Pop
     • Bollywood
     • Techno music
     • Anime
     • Cuisine and Fusion foods
     • Bhutanese clothing and hair trends

Reading List:

1. Essential Reading
   • Hall, S. (1997). Representation: Cultural representations and signifying practices. London: Sage in association with the Open University.
   • Storey, J. (2018). Cultural theory and popular culture: An introduction. Abingdon, Oxon: Routledge.
   • Strinati, D. (2008).An introduction to theories of popular culture. London: Routledge.
2. Additional Reading
   • Alaimo, K. (2017). When an Employee or Spokesperson Criticizes Your Company. Harvard Business Review. Retrieved from https://www.ceo.com/strategy/when-an-employee-or-spokesperson-criticizes-your-company/
   • Chua, B. (2003). Life is not complete without shopping: consumption culture in Singapore. Singapore: Singapore University Press.
   • Gottlieb, N. (2003). Japanese cybercultures. London: Routledge.
   • Kinga, S. (2001). The Attributes and Values of Folk and Popular Songs. Journal of Bhutan Studies. Retrieved from http://www.bhutanstudies.org.bt/publicationFiles/JBS/JBS_Vol3No1/5.songs.pdf
   • Lull, J. (2001). Culture in the communication age. London: Routledge.
   • Matsumoto, D. R., & Juang, L. P. (2004). Culture and psychology. Australia: Cengage Learning.
   • McGuigan, J. (2006). Modernity and postmodern culture. Maidenhead, England: Open University Press.
   • Millet, R. (2006). Singapore cinema. Singapore: Editions Didier Millet.
   • Porterfield, S. F., Polette, K., & Baumlin, T. F. (2009). Perpetual adolescence: Jungian analyses of American media, literature, and pop culture. Albany, NY: SUNY Press.
   • Rollin, R. B. (1989). The Americanization of the global village: essays in comparative popular culture. Bowling Green, OH: Bowling Green State University Popular Press.
   • Slater, D. (1997). Consumer culture and modernity. Cambridge: Polity Press.
   • Steinert, H. (2003). Culture industry. Cambridge: Polity.

Date:  May 14, 2018