How Can New Media Help Enhance The Spread Of Local Pop Culture?

2204 words - 9 pages

New media is more advanced in function nowadays, attracting numerous people to be involved and engaged in the cyberspace. New media is preferred over the traditional one, especially for the internet, which has became the main platform for the delivery of pop culture. According to Osborn (2006), 3.4 million of 8.1 million Austria population and 24 million of 58.8 million United Kingdom population were Internet users, showing that around 40% of citizens are able to be accessed or associated with the Internet. It is appreciated that new media associated with a large number of population do favor the spread of local pop culture. Although traditional media should not be claimed to be replaced by new media as it acts as an assistance and works alongside to the new media, owing to the inter-connected and inter-dependent relationship, there is no doubt that new media has became a leader and has a better enhancement of local pop culture transmission.

According to, pop culture refers to “the prevailing vernacular culture in any given society”, which also means “the entirely of ideas, perspectives, attitudes, memes, images, and other phenomena that are within the mainstream of a given culture”. iPhone, K-pop music, tradition of yum cha, wikipedia and Harry Pottery are solid examples of pop culture, associated in different aspects. Pop culture is regarded as the mainstream opinion which is generally accepted by the public and changed time by time at a considerable speed. As it is socially constructed, all people are able to be participated or involved in the local pop culture, which formed a shared system in daily life. In deep, popular culture can be defined into six categories, including culture that is liked by many people, ‘Inferior’ culture, mass produced and commercial culture, culture of the people, culture of the people that resists mass produced culture and postmodern culture, according to Storey (2006).

Undoubtedly, pop culture transmission is mainly enhanced by technology, such as cell phones, social networking websites, online newspaper, games, musics, advertising and so on, owing to its advanced and unique characteristics. Although pop culture is mainly delivered via technology product, it can be spread by any means in anytime and anywhere, even gossip is a part of cultural transmission (Baumeister, Zhang, & Vohs, 2004; Mesoudi, Whiten, & Dunbar, 2012). Pop culture transmission is not fixed to an unilateral flow but bidirectional flow is also appreciated. Moreover, pop culture is delivered both intentionally and unintentionally.

In related to the characteristics of pop culture, new media is a more convincible channel to spread pop culture as new media has the superiority to be the leader of pop culture transmission in the contemporary world.

According to Schivinski and Dąbrowski (2014), “new media refers to on-demand access to content anytime, anywhere, on any digital device, as well as interactive user feedback, and creative...

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