{"product_id":"understanding-popular-culture","title":"Understanding Popular Culture","description":"\u003cp\u003eThis revised edition of a now classic text includes a new introduction by Henry Jenkins  explaining Why Fiske Still Matters for todays students  followed by a discussion between former Fiske students Kevin Glynn  Jonathan Gray  and Pamela Wilson on the theme of Reading Fiske and Understanding the Popular. Both underline the continuing relevance of this foundational text in the study of popular culture. What is popular culture? How does it differ from mass culture? And what do popular \"texts\" reveal about class  race  and gender dynamics in a society? John Fiske answers these and a host of other questions in Understanding Popular Culture. When it was first written  Understanding Popular Culture took a groundbreaking approach to studying such cultural artifacts as jeans  shopping malls  tabloid newspapers  and TV game shows  which remains relevant today. Fiske differentiates between mass culture  the cultural \"products\" put out by an industrialized  capitalist society  and popular culture  the ways in which people use  abuse  and subvert these products to create their own meanings and messages. Rather than focusing on mass cultures attempts to dominate and homogenize  he prefers to look at (and revel in) popular cultures evasions and manipulations of these attempts. Designed as a companion to Reading the Popular  Understanding Popular Culture presents a radically different theory of what it means for culture to be popular: that it is  literally  of the people. It is not imposed on them  it is created by them  and its pleasures and meanings reflect popular tastes and concerns  and a rejection of those fostered by mass culture. With wit  clarity  and insight  Professor Fiske debunks the myth of the mindless mass audience  and demonstrates that  in myriad ways  popular culture thrives because that audience is more aware than anyone guesses.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":44964540710965,"sku":"ByrdShop_041559653X","price":37.64,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9780415596534.jpg?v=1770465317","url":"https:\/\/atxbooks.com\/products\/understanding-popular-culture","provider":"ATX Books","version":"1.0","type":"link"}