Soc. 118 Media, Culture & Society Chapter 4 Something to Talk About: An Interaction Approach to Popular Culture

OVERVIEW Foundations of the Interaction Approach In-Class Exercise: The Presentation of Self Collective Consumption in Subcultures, Scenes, and Social Organizations Video: “Second Skin” Social Networks and the Spread of Fashion and Fads Cultural Diffusion and Word-of-Mouth Communication The Blurry Boundary Between Marketing and Reality

Foundations of an Interaction Approach Symbolic Interactionism Micro-level study of social interaction Using ethnographic methods of participant observation Group contexts for the development of a social self Identity, peers, socialization The Looking Glass Self Charles Cooley “Each to each a looking-glass, Reflects the other that doth pass” PROCESS: 1. We imagine how we appear to others 2. We interpret others’ reactions 3. We develop a self- concept There is no sense of “self” without a corresponding “other”

The Looking Glass Self

5 The Presentation of Self in Everyday Life Erving Goffman Dramaturgy Metaphor of the theater Role Performances Audiences Personal Front: Appearance, manner, costumes, props Region: Scenery and Settings Back stage Rehearse performance Front stage Perform for audience Impression Management Try to control impressions we make on others Presenting ourselves in favorable light Foundations of an Interaction Approach

6 “The Presentation of Self in Everyday Life” by Erving Goffman DRAMATURGY In-Class Exercise

Collective Consumption in Subcultures, Scenes and Social Organizations Dynamics of consumption in interaction Subculture A world within larger dominant culture Alternative identities, beliefs, practices Distinguished through consumption Could be at forefront of lifestyles or cultural reinvention Mass-produced or underground culture 1960s – “The counter-culture” 1990s – Rave culture Scenes Where subcultures experience identity in social interaction Distinguished spatially Local scenes Trans-local scenes Virtual scenes Subcultures and Scenes  Social Organizations Stable interaction Clubs, tournaments, conventions, events 7

8 “Second Skin” Video Presentation:

Social Networks and the Spread of Fashion and Fads Social networks Individuals connected through a variety of relationships Dyads and triads Hierarchies and asymmetry Strength or weakness of ties between group members Based on: time spent together emotional intensity intimacy Mark Granovetter – “The Strength of Weak Ties” People who are less like each other have more practical value Circulate knowledge and taste in popular culture Martin Gladwell – “The Tipping Point” Connectors bridge a large number of discrete networks 9

Cultural Diffusion and Word-of-Mouth Communication Interactions that facilitate diffusion Through peer groups and social circles Helps fads and fashions become popular How buzz promotes films Example of “sleeper hits” Positive or negative still helps Measured by: Volume Intensity Dispersal Duration Reviews and recommendations: 67% of consumer goods sales Based on word-of-mouth Opinion leaders Experts in product field Early adopters First to try new products Passive influence thru conspicuous consumption Market mavens Knowledge about many different products 10

The Blurry Boundary Between Marketing and Reality Marketing of media and popular culture relies heavily on social networks and buzz Stealth marketing Promotion of products at sporting events Product placement in background Reality marketing Recruit people to promote brands in the real world Confusing the difference between marking and reality 11