Popular Culture: Animation notes
Fundamental Concepts
Persons
Every person is a unique individual, but each develops in a social setting in which they are influenced by, and interact with, other persons. The process of communication is one of these fundamental interactions.
Society
Society is made up of people, groups, networks, institutions, organisations and systems. These aspects of society may include local, national and international patterns of relationships. People belong to informal and formal groups, and within and between these groups there are patterns of interactions.
Culture
Culture refers to the knowledge, ways of thinking, feeling and behaving that give each society its coherence and its distinctive way of life. Culture is demonstrated by the beliefs, customs, values, laws, arts, technology and artefacts people generate and use as they interpret meaning from their world and solve present and future problems.
Environment
Every society is located in a particular physical setting. The attitudes and values people have in regard to their environment greatly affect interactions between the person, society, culture, and environment. Environments present societies with both opportunities and restraints.
Time
Every person, society and environment is located in time and is changing through time. Our perceptions of time as past, present and future are also important for social enquiry and action. These perceptions draw on past events that influence our present. They need not, however, determine our future. We can perceive a range of possible futures that can assist our decision-making.
Popular Culture
A shared set of practices and beliefs that have attained global acceptance and which can be characterized by, being associated with commercial products, developing from local, national to global acceptance, allowing consumers to have widespread access and constantly changing and evolving.
Key Concepts
Access - Who has access to Popular Culture, and how they have access. Without access there can be no Popular Culture.
Consumption - To purchase or otherwise acquire the products of a Popular Culture.
Influence -The effect the Popular Culture has on you and the forces that impact upon the Popular Culture.
Ideology - Coherent set of ideas that binds together a set of beliefs
Globalisation - The way the Popular Culture can be basically the same in many parts of the world, that very few companies may control Popular Culture, how it has global appeal.
Mythology - Development of ideas and beliefs surrounding Popular Culture. Traditional mythology may have rooted from the truth, but developed commercial exploitation.
Socialisation - The way we learn what society demands from us. What role this Popular Culture plays in our socialisation and if it has changed us.
Institutional power - The power that is inherent and accepted part of society. It is widely recognized as institution or group. Institutions possess power over Popular Culture.
Identity - Forces that construct a sense of uniqueness in a person, Popular Culture plays a crucial role in developing a persons identity.
Conflict - Do people accept this Popular Culture, or do various groups within society conflicting over this Popular Culture.
Continuity - elements in society and culture that have remained the same. In Popular Culture there are areas that have stayed the same amid change.
Media - Mass communication that reaches a large number or people, radio, TV, film. Mass media is a key force in promoting the development of Popular Culture.
Change - Conceptual understanding that something is different from the was it was before. In Popular Culture things change.
Self - The way you are, think and react in different culture. It is closely linked to personals and socialisation in Popular Culture.
The Nature of Popular Culture
Identifying the distinguishing characteristics of Popular Culture
1) Being associated with commercial products
2) Developing from a local to a national to a global level
3) Allowing consumers to have widespread access to it
4) Constantly changing and evolving
1) Popular culture is associated with commercial products
The sales of paraphernalia, collectable items is based on specific animated films or characters e.g Finding Nemo, South Park, Rugrats. These commercial products are mass manufactured and technology enables the production to be efficient distribution throughout the world.
2) It develops from a local to a national to a global level
The creation of a form of popular culture usually starts at a local level then is promoted globally e.g. Sailormoon was originally a cartoon that began in Tokyo and was dubbed in English and sold globally. Given communication networks today, animation can move quickly from a local to a global level. Mass production and technology advances allow for this development. Consumers of popular culture are consuming less of their local culture and more global culture.
3) Allows consumers to have widespread access to it
Animated films are readily available through many distribution channels, such as TV and retailers. There is a variety of ways to access animation through, watching TV, purchasing or hiring a video, purchasing or hiring a computer game.
4) Popular Culture is constantly changing and evolving
Popular culture changes according to the time and environmental differences. Also changes in values, beliefs, technology will lead to change and evolution of the form of popular culture, e.g stretches and storylines of first animated film steamboat willy, to computer generated graphics of Monsters Inc.
Examining their own interaction with Popular Culture
Popular culture today is;
Approaches to popular Culture
The view that popular culture is a mass culture and a dichotomy between low/high culture. High culture is more serious, enduring for many generations, appealing to a cultural elite. Traditionally examples of High culture would be classical music.
Qualitative dimensions of popular culture give it a measurement, via sales records, ratings, figures. It determines how popular it is. Mass culture is the part of popular culture which is commercial, mass produced, e.g. paraphernalia. Consumers don't all passively accept all popular cultures, some marketing campaigns fail, or we resist them.
A Focus Study Animation
The creation of Popular Culture
Animation is a form of popular culture, as is available in a variety of texts and easily accessible. It appeals to a variety of emotions. Disney produces many films which reach audiences through emotions, e.g The Lion King. Most animated texts can be viewed in video, played as a game, or read as a comic strip. Animation is viewed in a safe environment. Going to a cinema gives us a sense of belonging to a larger group. Advertising encourages people to interact with animated pieces, playing the game. Animation often reflects common aspects of today's society through, language, music, various institutions. Animation is used to teach a variety of values and social norms.
Animation or animate is to give life to a still drawing or photograph. At the beginning of the 20th century, technological advances enabled us to have cinema's and television. With these came animation of characters and storylines. Walt Disney was the first animater to develop a cartoon audiences watched on the big screen, known as Mickey Mouse.
Animation used to very complex and time consuming. Thousand of separate pictures were drawn , painted onto cells then put into film. Next computer enabled images to be transferred and alter. Surround sound gave larger audiences the illusion they were part of the film. Stop motion animation using puppets and models created King Kong 1933. Animatronics, actors in rubber latex suits were controlled by technicians, examples of these were Teenage Mutant Ninja Turtles and Jurassic Park. Video games were very basic with arcade games such as pacman, next the were put onto CDs with highly advanced graphics like Final fantasy rather than floppy disc.
Outline its development locally, nationally and globally
Once animation is created, its level of accessibility is increased, and local audiences, to national to global can view it. Technology has aided the speed of transmission. Methods of transmitting animated films and cartoons include; movie theatres, associated CD, Television, Cable television, Associated computer games, Video hiring and purchasing, Internet sites have up to date information and advertising billboards.
An example of an animation is Ultraman, which was a popular TV series in Japan, it was produced ion 1987 then reproduced in English in 1990 to an American audience, the movie could also be bought in Australia. It was popular because it was entertaining and appeals to different age groups. The future of Ultraman is that it is to be exported to foreign countries such as china and to become globally popular. There would be potential to sell the products in other countries.
The role of mythology in the creation and perpetuation of Popular Culture
Myth is a traditional story usually concerning a superhuman, or event which attempts to explain a natural phenomena.
Mythology is a body of myths or all myths viewed collectively. Examples of mythology in Animation are, Hercules, The Little Mermaid and Aladdin. Hercules was based on Greek mythology where he had super strength and the moral was that you don't have to be strong to be a hero. The Little Mermaid is mythology of a half human/fish coming to the human world, the moral was to "follow your heart". Aladdin was an Arabian folk story with flying carpets, its moral was "be yourself".
Myths are kept alive through, storytelling, picture books, media, movies and cartoons, paraphernalia, festival and theatre.
The consumption of Popular Culture
Identify the consumers of Popular Culture
Consumers are the people who buy animation
Primary consumers are the target market, such as children
Secondary consumers are other viewers, adults escorting the children.
Children rely on parents, who have a disposable income to allow them access to animation. An example of an, Animation, which explains the difference, is Shrek. The primary consumers are children and the secondary is parents, siblings, and babysitters. However, this film is suitable for all ages.
Processes involved in consumption and the nature of the product
Animation is consumed via movie theatres, associated paraphernalia, television, computer games, and the Internet. Through modern technology (computers and Internet), animation has gone to a global level because it is now easily accessible and so is consumed faster.
Shrek is an animation which was consumed so rapidly locally (taking $6,800) it was later produced nationally and took over 400 million. It is now being reproduced into an Imax version.
Consider aspects of continuity and change in consumption
The consumption of Popular Culture also depends on different aspects of continuity and change. Within Animation, the parts that have remained constant are; the associated commercial products, animation developing locally then becoming global, consumers having widespread access to it, the use of Myths to base story lines, the target market being children and gender roles e.g. Princesses and Heroes. While the features that have changed include; the technology used in production (more computer use), specialised production companies (DreamWorks and Pixar), Animation with adult target markets e.g. South Park, increase in accessibility, paraphernalia and duration time. There is also greater cross-cultural viewing e.g. Japanese cartoons Cowboy Bebop translated into English. Consumption has helped develop animation--more people can access globally due to changes in technology.
In the case of Shrek, the rapid changes in technology during the production of Shrek enabled DreamWorks to speed up the process of making their new animation Tusker. Shrek has also developed from a storybook, produced into a movie then released nation and its consumption comes from paraphernalia. The accessibility produced by the movies expansion to global has meant the audience has become wider. In addition, with the Internet, consumers have further access to this form of Popular Culture.
Examine the role of the media in consumption and interaction
Media is another factor that contributes to the consumption of Animation. The main role of media in this Popular Culture is advertising the film by; reviews, magazines, interviews, film trailers, TV, radio, and the Internet. What we read in reviews, or see on television affects our judgement and ultimately helps us decide whether to consume a popular culture or not. Without media, we would not know about certain Popular Culture because we would have no access to them. Paraphernalia is a way a telling the target market a product is being sold. Media also reinforces our beliefs and values about a particular society.
The main goal of media producers and companies is to produce an animation that is inevitably profitable, and their role in advertising influences us to consume their product. Media can also identify classic animations such as Snow White. Shrek is an animation that was so successfully produced, promoted, and advertised that they are developing a sequel. The clever idea to use popular actors to dub the voices of these characters also helped in the successful of this animation. Media attributes to the consumption and helps an, animation spread to global levels. Therefore, it has an important role in developing animation from local to national to global.
Identify the associated paraphernalia
Paraphernalia (associated toys, games, T-shirts) also aids the consumption of animation and gives more access/attention to the film. Paraphernalia reinforces the target markets enjoyment of the animation, also when the children see paraphernalia they want to see the film. All of this increases consumption.
Consider the roles of heroes and mythology
The use of heroes and mythology in animated movies convey a message to the young audience about moral issues. The hero is admired for his good deeds, and thus becomes a role model for the target audience. For adults, they provide a link with childhood and allow global appeal, as they are based on things we know from our past.
Mythology is usually intermingled into the story line and educates about ethics and moral e.g. Good versus Evil. Myths are usually globally known, so when they are adapted into animations, they are very successful. Myths are a form of Popular Culture that encourages consumption, and through their heros appeal to the consumers and their associated paraphernalia. Within Shrek, there are moral issues about body image, and how people should not be judged by their appearance.
Consider the role of technology in the interactive process
Popular Cultures are greatly influenced by technology, business, marketing and advertising. The role of technology in consumption and business of a popular culture happens for local technology that is used to become global. The creators and produces of Animation use computer programs and software to produce the film locally. The retailers will then promote it with, radio/TV advertisements and computerised posters. Finally, the consumer accesses it by DVDs, computers, and the Internet. Through technology, Animation has been able to become a Popular Culture because it has been made accessible to a greater target market. Without technology, the product would not appeal to the consumers.
Examine the influence of business, marketing and/or advertising
Popular Culture characteristics take the form of commercial packages (Animation is an example) The consumption of this business is aimed to be profitable. In our case Animation, achieved through clever marketing and use of advanced technology whether it is to product, retail, or consumer, locally to globally. The broader the sphere, the more consumers and more profitable the Popular Culture is. Advertising also sustains a Popular Culture. Media is a major influence as it is an institution controlled by business.
Stars and icons are created by mass media, and producers of popular culture identify what people want and make it into a product. Shrek is an animation that reached 200 million after being released in 2001 and in 2003 it received more than 400 million. Shrek was so profitable that a sequel will be produced to further show this animation is a successful popular culture. Movies like Shrek must be marketed globally to get a profit. Also Shrek appeals to audiences all over the world.
Basically the process of consuming a popular culture, in our case animation has helped it develop from a local to national to global level because today, for something to be popular, it needs global appeal. Animation is an example of popular culture that does have global appeals and access. Without access, a popular culture can not be consumed and therefore is not profitable.
The control of Popular Culture
Identify the stakeholders in the control of Popular Culture, including: media, groups, marketers, governments, family, peers
A stakeholder is someone who has vested interest in a business e.g. The producers of animation, marketers/media, families, peers and government.
THE PRODUCERS OF ANIMATION
Media producers and film companies will only produce or invest money into something if they believe it is profitable. Mass media plays a major role in the production. The "guaranteed ingredients" to produce and animation are;
myth
well known voice actors
song writer with catchy tune
MARKETER/MEDIA
Marketers identify the target market. Once this is identified, the selling of the animation begins. techniques used by Marketer is associated products to help obtain profit. To achieve profit,
Market release date in cinema
promotion of animation to consumer via advertising, interviews
manufacture associated paraphernalia
These decisions act as a control on consumption of these products.
GOVERNMENT
The greatest control the government has is censorship, placing ratings on animated films or cartoons, they are also responsible for monitoring the distribution of the films and paraphernalia, packaging for the appropriate age.
FAMILIES
Parents allow or refuse their children to watch particular animated films or purchase paraphernalia, computer games. Their choice can be influenced by their values, beliefs, disposable income and reading reviews.
PEERS
Peer groups can control or influence an individual. Young children see an animation and discuss it with friends. It can cause crazed and spur other children into pressuring their parents to see it and purchase paraphernalia. The child often says "everyone else has it". Adolescents have huge impact on each other to which form of popular culture is acceptable. For younger males it may be Simpson, while older males South Park
Consider the ownership of Popular Culture
Consumers, they own the experience and paraphernalia they purchase. This contributes to the success of an animation.
Government, ownership through control of censorship. Income made from businesses associated with animation.
Actors and songwriter, talent is contracted out between the actor and production studio therefore the actor legally hands over ownership for that animation. Keith Scott voiced Bullwinkle
Media, through promotion, such as advertising e.g fox studios owned by Murdoch family
Producers, Animation dominated by global companies that work in collaboration with smaller companies, dines provides finances for Pixar. Companies in the industry have ownership of actual production, e.g. DreamWorks and Pixar. Also distribution rights if animation and paraphernalia.
Examine the issue of access
Access, the act or right of coming to something or being admitted into a place (cinema) or thing (fan club)
Class, People of higher socioeconomic status have higher disposable income to consume animated products. Therefore they have greater access. people with high socioeconomic status have more opportunity in receiving invitations to special events and premiers.
Age, Certain age restrictions exist, enforced through censorship codes e.g. 5 year olds can't see South Park the movie.
Location, Venues can be limited or difficult to get to (cinemas). Only selected retail outlets stock paraphernalia.
Gender, styles of animation are promoted to specific genders and viewing these animations could put negative peer pressure on the consumer.
Ethnicity, nationality groups have stricter rules concerning what children watch or play with.
Sexuality could restrict your access to animation, as homosexual couples in animation wouldn't appeal to a child target market.
Consider the role of official and unofficial censorship
Censorship refers to control of communication. It restricts certain consumers from accessing a text due to age restrictions. This is away of controlling values, beliefs and morals a person is exposed to.
The government controls official censorship through classifications in film such as G,PG,M,MA,R. Film censorship board gives anything a PG or over additional information e.g. low level violence, course language, sexual themes. Forms of censorship is time slot, such as South Park at 9.30 and the government also bans films such as Ken Park. Or doesn't distribute Japanese animations that have pornography content.
Unofficial censorship occurs when rules are set by other institutions/groups. These can be families who allow 10-12 year olds to play computer games. Religious groups who protest against certain elements depicted in animation such as levels of violence.
Control of Popular Culture to issues of power and authority
Family, grandparents and parents have authority over what their children watch. While siblings have power to influence children's inclination to watch certain animations.
Peers, peer groups have power to pressure and influence each other to consumer an animation and paraphernalia.
Government, censorship rules are authority and collecting taxes and distributing funds.
Media, Has the power to manipulate audiences and reviewers. Authority is a type of marketing and release dates.
Producers, have the power to decide how the story and characters will be interpreted.
Scripts, actors, songwriters, have power to influence the story and characters interpretation, as they are role models.
Different perceptions of Popular Culture
Identify resistance to Popular Culture and introduce examples
Perceptions, are our comprehensions (understanding) of a situation. They are a result of our selective judgement about a person/situation and the culture or the people involved. Our perceptions relate to our micro and macro worlds, our upbringing, past experiences, learning and knowledge. It is linked to our socialisation, age and gender. Thus our perceptions vary from individual.
Some people believe that popular culture texts create social dislocation. Such reasons are based on personal values, religious beliefs and levels of violence depicted. There are many different forms of resistance;
Legislation in the form of censorship, funding research
Protests through letter writing, radio, demonstrations outside cinemas
Lobby groups gathering support
Pressure groups forms of influence the government to alter polices
Fringe groups are outside mainstream society, they resist mass commercialism and opt for alternatives.
Social movements such as anti capitalist and feminist.
Specific examples include
Eminem CD's can't be sold to children 15 and under. Feminist groups outraged at Eminem tour, as he is sexist in his song lyrics.
ET rating changed from, G to PG because of violence
Lion King reaction from feminist groups
Shrek, people didn't believe it was appropriate for farting.
Consider the acceptance and rejection of Popular Culture
Acceptance
As a collective, people have perceptions of whether animation is popular or not. Masses in society either accept animation as a form of popular culture. Box office figures support this with millions viewing The Lion King and other animations. The government accepts animation as an export earner and industry that employs skilled Australians. Workers within the industry accept animation as a form of viable employment. retailers accept animation as it has commercial products, easily consumable and changing. It ensures profit and employment within retail stores.
Rejection
Particular animations may be rejected because of explicit nature of violence, sexual images, subject matter, poor quality. Some groups in society rejects some forms of animation such as computer games because of the cost involves e.g. $100 for Playstation games. Individuals reject animated films and associated paraphernalia, as they may want to protest against commercial. Many people don't want to be told what they should see or buy. Example Pokemon crazes have spurred huge amounts of paraphernalia. Rejection forms are, writing letters, word of mouth, petitions and legislation. Example of Animation rejection is the Tongue ad for Tooheys extra dry, which offended viewers and cause nausea it had a "gross our factor"
Culture Shock
Between the generation gap, and also different ethnicity. Many old people may look upon course language and violence in animation today and find it different from other things they have seen. They would not understand why explicit content is included. Therefore they would try to control it by preventing access, using censorship and licensing. Their perceptions are negative. Schools and churches also perceive popular culture differently. Due top large numbers of students, they tend to socialize their teachers and parents about popular culture.
Identify tensions between producers, owners and participants
PRODUCERS VERSUS OWNERS
Owners or stakeholder can create tension in disposal of money. Success of product and process. Producer is under owners authority.
PRODUCERS VERSUS PARTICIPANTS
Conflict of interest and objections e.g. Sting and the Emperors New Groove. Conflict in dialog and direction e.g. the interpretation of the characters gags. Conflict between writer and the storyline of the animation. Conflict between animators, about characters looks. Conflict between marketer and producing, different target markets. Conflict between voice actor and producers e.g. Mike Myers in Shrek, Canadian accent then a Scottish accent.
OWNER VERSUS PARTICIPANTS
Participants are both those involved in the animation and the consumer. Participants can refuse to participate till their way is accepted. Actors might not wish to participate is certain scenes, naked. Consumer's ethic, values may lead to tension. Tension over money e.g Actors want pay rise. Refusal of animation at Cinema.
The contribution of Popular Culture to social change
Positive and negative aspects of Popular Culture become a part of society
Continuity refers to aspects, which remain the same or continue to surface over time. Aspects Animation demonstrations are;
Themes and morals (good versus bad, love and family)
Large companies dominating the production of animation (Walt Disney)
Styles of Animation and characters (bugs bunny)
Change refers to altering or evolving aspects over time. Aspects of animation that demonstrate change are;
Specialised companies entering the industry (Pixar)
Access has widen due to technology
Consumption of animation has increased (shift to adolescent and young adult market)
Increase in marketing of paraphernalia
Wider variety of animated texts (interactive computer games)
Negative Aspects of Animation
Young children and teens spend more time indoors watching animation, rather than exercising. Introduction of X-rated animation is unacceptable. Young audiences can access adult animation easily. Violent animation leads to the idea that violence is acceptable. False sense of reality with happy endings.
Positive Aspects of Animation
It is a good form of entertainment for teen and young kids. An increase in jobs available in the animation industry. Social continuity of myths and legend from the past. technology makes it more realistic. Widely accessible and cheap. Illustrated good morals and values for children. Good family entertainment, promotes imagination and shows humans overcoming difficulties.
Popular Culture may have contributed to social change
Social change is forces within or outside society that act to modify one of more of these aspects; existing social structures (education), social institutions (work) and social behavior (leisure, morals). Popular culture makes it possible for social change to occur, making us question our current beliefs. Social change in the future can be increased through access via the internet. Consumer today have a different relationship with the producers, markets and distributor or animations.
Popular Culture can cause conflict, as individuals perceive texts in a positive or negative light. An example is South Park, which some groups see as totally offence, bad language bad violence ( a negative aspect). Other see it as acceptable and positive as at the end of each story morals are questioned about gub lobbies, homosexuality, and authority structures.
The Future
Evaluating continuity and change in relation to the Popular Culture
Continuity refers to aspects, which remain the same or continue to surface over time. Aspects Animation demonstrations are;
Themes and morals (good versus bad, love and family)
Large companies dominating the production of animation (Walt Disney)
Styles of Animation and characters (bugs bunny)
Change refers to altering or evolving aspects over time. Aspects of animation that demonstrate change are;
Specialised companies entering the industry (Pixar)
Access has widen due to technology
Consumption of animation has increased (shift to adolescent and young adult market)
Increase in marketing of paraphernalia
Wider variety of animated texts (interactive computer games)
Considering the implications of globalisation for the Popular Culture
Globalisation is the increasing communication speed ad regularity is having a shrinking effect on the world. This occurs due to new technology (television and internet). Globalization of popular culture may increase. A global village may occur where animated films, have formed strongest bongs between differing societies. Television is more limited by national boundaries than film.
The implications of globalisation are a variety of and complexity of cultures throughout the world may not be as rich as it was in the past (due to dominance of western culture).
The effect of global media culture can be measured in many ways. Animation in particular influence individuals within society. They transmit values, for example Shrek pokes fun at Disneyland and peoples complexes, and Pokemon where team effort is important. It is clear they have a psychological effect on people and social impact on groups.
The availability of overseas non American animated texts have increased over the years, especially Japanese. This has allowed Australians a boarder choice. Yet this can threaten local animated films such as the Magic pudding which did not receive the same box office success as other animated films such as toy story or Shrek. Australian animated texts are generally exported to England. However this doesn't generate huge profit for Australian film industry.
Identifying the impact of technology upon the Popular Culture
Technology has had a huge impact on animation as it has allowed it to move beyond the original sketched cells. With then introduction of computers, images can be generated with surround sound and objects you feel like u can touch. Technology has been made cheaper and commercialized. perhaps in the future multimillion dollar contracts will vanish as directors will find it easier to work with animated actors.
Shrek and Final Fantasy are examples of movies where that has happened, yet voices are still needed. In the trial screening of Shrek the viewers thought Fiona looked too real, against the stylized other characters. Shrek has also been made into Imax form with 3D. SANDDE technology allows artists to draw in 3D. It may even be possible in the future to turn old movies into 3D. Or even interactivity a 4D experience, already existing in theme parks. In regards top gaming, the graphics and realistic nature has immensely improved. Children are now able to become involved in the game physically and feel the game environment, such as a cyber skating game.
Paraphernalia, toys are battery operated, interactive computer games and internet games. Consumption, purchasing through the internet, use of mobile phones, cable TV. Consumption become wider due to computerised dubbing in different languages.
Production, computer assisted/generated, digital sounds and 3d animation. Use of sophisticated software that enhances the animation. In Shrek computers enabled them to do realistic facial expressions, fire and liquid effects. Also clothing and hair and skin had software created to stimulate those effects. Employment, internet access to bets staff, newspaper ads, computer data base.
Interaction can occur through both the cinema and games. The cinema has surround sound, projection equipment and computerised ticket sales, while games can be used on PC's, playstation and game boys. Cinema surround sound, projection equipment, computerised ticket sale.
Considering future directions for the Popular Culture.
There has been an increase in commercial format of, movies, DVDs are interactive, stage productions such as the lion king, Imax, computer games and increase in the types of paraphernalia. Technology has further increased all of these and consumption and access.
Consumers, there has been an increase in the number of people consuming the commercial product. This will lead to an ever increasing wider audience, including adults and children. The profit will continue to be the driving force behind popular culture. Themes continue to focus on social issues (the Simpson's) to interest older markets and the morals and tradition stories target younger viewers. It will last longer. Characters will become more realistic with light reflects off skin and the use of dermatologist help to create software.
Case Study
The Simpsons
CREATION
James L Brooks produced the "Tracey Ullman Show" he added a series of short animated segments between skits and commercials. The cartoon was the Simpsons drawn and written by Matt Groening about a family that become a hit in the 1980s. It was later expanded to a half an hour Christmas specials. It became one of the highest rating shows.
CONSUMPTION
The Simpsons turned into millions of dollars worth of paraphernalia, which was consumed rapidly. There were T-shirts, bumper sticker, beach towels and other products. Not since the teenage Mutant Ninja turtles had there been such a profitable marketing phenomenon. The target market is both adults and children. It has continued to be a rating success and mind boggling pop culture phenomenon.
CONTROL
Ownership of the Simpsons was by fox network. Voice actors such as Harry Shearer who does many of the characters voices also has ownership. Celebrities are eager to do voices of characters. Fans are delighted in hearing familiar TV favourites on the show such as Roseanne and Michael Jackson.
PERCEPTIONS
There are both good and bad perceptions. People have an acceptance of Bart, they love him because he is a mischief maker with comments such as "eat my shorts". Also there is an acceptance because people like the fact that the Simpsons doesn't "sugar coats" the notion of family relationships. Yet at times there is rejection of The Simpsons as they can be vulgar, cynical and impudent.
SOCIAL CHANGE
The show offers lessons in life and messages are targeted at adults. These messages include; scepticism about IQ tests, critique of parents who base love on accomplishments, uneasiness of children joining a new class, envy of other goods, emphasis on popularity in schools, male chauvinism, child exploitation.
Fundamental Concepts
Persons
Every person is a unique individual, but each develops in a social setting in which they are influenced by, and interact with, other persons. The process of communication is one of these fundamental interactions.
Society
Society is made up of people, groups, networks, institutions, organisations and systems. These aspects of society may include local, national and international patterns of relationships. People belong to informal and formal groups, and within and between these groups there are patterns of interactions.
Culture
Culture refers to the knowledge, ways of thinking, feeling and behaving that give each society its coherence and its distinctive way of life. Culture is demonstrated by the beliefs, customs, values, laws, arts, technology and artefacts people generate and use as they interpret meaning from their world and solve present and future problems.
Environment
Every society is located in a particular physical setting. The attitudes and values people have in regard to their environment greatly affect interactions between the person, society, culture, and environment. Environments present societies with both opportunities and restraints.
Time
Every person, society and environment is located in time and is changing through time. Our perceptions of time as past, present and future are also important for social enquiry and action. These perceptions draw on past events that influence our present. They need not, however, determine our future. We can perceive a range of possible futures that can assist our decision-making.
Popular Culture
A shared set of practices and beliefs that have attained global acceptance and which can be characterized by, being associated with commercial products, developing from local, national to global acceptance, allowing consumers to have widespread access and constantly changing and evolving.
Key Concepts
Access - Who has access to Popular Culture, and how they have access. Without access there can be no Popular Culture.
Consumption - To purchase or otherwise acquire the products of a Popular Culture.
Influence -The effect the Popular Culture has on you and the forces that impact upon the Popular Culture.
Ideology - Coherent set of ideas that binds together a set of beliefs
Globalisation - The way the Popular Culture can be basically the same in many parts of the world, that very few companies may control Popular Culture, how it has global appeal.
Mythology - Development of ideas and beliefs surrounding Popular Culture. Traditional mythology may have rooted from the truth, but developed commercial exploitation.
Socialisation - The way we learn what society demands from us. What role this Popular Culture plays in our socialisation and if it has changed us.
Institutional power - The power that is inherent and accepted part of society. It is widely recognized as institution or group. Institutions possess power over Popular Culture.
Identity - Forces that construct a sense of uniqueness in a person, Popular Culture plays a crucial role in developing a persons identity.
Conflict - Do people accept this Popular Culture, or do various groups within society conflicting over this Popular Culture.
Continuity - elements in society and culture that have remained the same. In Popular Culture there are areas that have stayed the same amid change.
Media - Mass communication that reaches a large number or people, radio, TV, film. Mass media is a key force in promoting the development of Popular Culture.
Change - Conceptual understanding that something is different from the was it was before. In Popular Culture things change.
Self - The way you are, think and react in different culture. It is closely linked to personals and socialisation in Popular Culture.
The Nature of Popular Culture
Identifying the distinguishing characteristics of Popular Culture
1) Being associated with commercial products
2) Developing from a local to a national to a global level
3) Allowing consumers to have widespread access to it
4) Constantly changing and evolving
1) Popular culture is associated with commercial products
The sales of paraphernalia, collectable items is based on specific animated films or characters e.g Finding Nemo, South Park, Rugrats. These commercial products are mass manufactured and technology enables the production to be efficient distribution throughout the world.
2) It develops from a local to a national to a global level
The creation of a form of popular culture usually starts at a local level then is promoted globally e.g. Sailormoon was originally a cartoon that began in Tokyo and was dubbed in English and sold globally. Given communication networks today, animation can move quickly from a local to a global level. Mass production and technology advances allow for this development. Consumers of popular culture are consuming less of their local culture and more global culture.
3) Allows consumers to have widespread access to it
Animated films are readily available through many distribution channels, such as TV and retailers. There is a variety of ways to access animation through, watching TV, purchasing or hiring a video, purchasing or hiring a computer game.
4) Popular Culture is constantly changing and evolving
Popular culture changes according to the time and environmental differences. Also changes in values, beliefs, technology will lead to change and evolution of the form of popular culture, e.g stretches and storylines of first animated film steamboat willy, to computer generated graphics of Monsters Inc.
Examining their own interaction with Popular Culture
Popular culture today is;
Approaches to popular Culture
The view that popular culture is a mass culture and a dichotomy between low/high culture. High culture is more serious, enduring for many generations, appealing to a cultural elite. Traditionally examples of High culture would be classical music.
Qualitative dimensions of popular culture give it a measurement, via sales records, ratings, figures. It determines how popular it is. Mass culture is the part of popular culture which is commercial, mass produced, e.g. paraphernalia. Consumers don't all passively accept all popular cultures, some marketing campaigns fail, or we resist them.
A Focus Study Animation
The creation of Popular Culture
Animation is a form of popular culture, as is available in a variety of texts and easily accessible. It appeals to a variety of emotions. Disney produces many films which reach audiences through emotions, e.g The Lion King. Most animated texts can be viewed in video, played as a game, or read as a comic strip. Animation is viewed in a safe environment. Going to a cinema gives us a sense of belonging to a larger group. Advertising encourages people to interact with animated pieces, playing the game. Animation often reflects common aspects of today's society through, language, music, various institutions. Animation is used to teach a variety of values and social norms.
Animation or animate is to give life to a still drawing or photograph. At the beginning of the 20th century, technological advances enabled us to have cinema's and television. With these came animation of characters and storylines. Walt Disney was the first animater to develop a cartoon audiences watched on the big screen, known as Mickey Mouse.
Animation used to very complex and time consuming. Thousand of separate pictures were drawn , painted onto cells then put into film. Next computer enabled images to be transferred and alter. Surround sound gave larger audiences the illusion they were part of the film. Stop motion animation using puppets and models created King Kong 1933. Animatronics, actors in rubber latex suits were controlled by technicians, examples of these were Teenage Mutant Ninja Turtles and Jurassic Park. Video games were very basic with arcade games such as pacman, next the were put onto CDs with highly advanced graphics like Final fantasy rather than floppy disc.
Outline its development locally, nationally and globally
Once animation is created, its level of accessibility is increased, and local audiences, to national to global can view it. Technology has aided the speed of transmission. Methods of transmitting animated films and cartoons include; movie theatres, associated CD, Television, Cable television, Associated computer games, Video hiring and purchasing, Internet sites have up to date information and advertising billboards.
An example of an animation is Ultraman, which was a popular TV series in Japan, it was produced ion 1987 then reproduced in English in 1990 to an American audience, the movie could also be bought in Australia. It was popular because it was entertaining and appeals to different age groups. The future of Ultraman is that it is to be exported to foreign countries such as china and to become globally popular. There would be potential to sell the products in other countries.
The role of mythology in the creation and perpetuation of Popular Culture
Myth is a traditional story usually concerning a superhuman, or event which attempts to explain a natural phenomena.
Mythology is a body of myths or all myths viewed collectively. Examples of mythology in Animation are, Hercules, The Little Mermaid and Aladdin. Hercules was based on Greek mythology where he had super strength and the moral was that you don't have to be strong to be a hero. The Little Mermaid is mythology of a half human/fish coming to the human world, the moral was to "follow your heart". Aladdin was an Arabian folk story with flying carpets, its moral was "be yourself".
Myths are kept alive through, storytelling, picture books, media, movies and cartoons, paraphernalia, festival and theatre.
The consumption of Popular Culture
Identify the consumers of Popular Culture
Consumers are the people who buy animation
Primary consumers are the target market, such as children
Secondary consumers are other viewers, adults escorting the children.
Children rely on parents, who have a disposable income to allow them access to animation. An example of an, Animation, which explains the difference, is Shrek. The primary consumers are children and the secondary is parents, siblings, and babysitters. However, this film is suitable for all ages.
Processes involved in consumption and the nature of the product
Animation is consumed via movie theatres, associated paraphernalia, television, computer games, and the Internet. Through modern technology (computers and Internet), animation has gone to a global level because it is now easily accessible and so is consumed faster.
Shrek is an animation which was consumed so rapidly locally (taking $6,800) it was later produced nationally and took over 400 million. It is now being reproduced into an Imax version.
Consider aspects of continuity and change in consumption
The consumption of Popular Culture also depends on different aspects of continuity and change. Within Animation, the parts that have remained constant are; the associated commercial products, animation developing locally then becoming global, consumers having widespread access to it, the use of Myths to base story lines, the target market being children and gender roles e.g. Princesses and Heroes. While the features that have changed include; the technology used in production (more computer use), specialised production companies (DreamWorks and Pixar), Animation with adult target markets e.g. South Park, increase in accessibility, paraphernalia and duration time. There is also greater cross-cultural viewing e.g. Japanese cartoons Cowboy Bebop translated into English. Consumption has helped develop animation--more people can access globally due to changes in technology.
In the case of Shrek, the rapid changes in technology during the production of Shrek enabled DreamWorks to speed up the process of making their new animation Tusker. Shrek has also developed from a storybook, produced into a movie then released nation and its consumption comes from paraphernalia. The accessibility produced by the movies expansion to global has meant the audience has become wider. In addition, with the Internet, consumers have further access to this form of Popular Culture.
Examine the role of the media in consumption and interaction
Media is another factor that contributes to the consumption of Animation. The main role of media in this Popular Culture is advertising the film by; reviews, magazines, interviews, film trailers, TV, radio, and the Internet. What we read in reviews, or see on television affects our judgement and ultimately helps us decide whether to consume a popular culture or not. Without media, we would not know about certain Popular Culture because we would have no access to them. Paraphernalia is a way a telling the target market a product is being sold. Media also reinforces our beliefs and values about a particular society.
The main goal of media producers and companies is to produce an animation that is inevitably profitable, and their role in advertising influences us to consume their product. Media can also identify classic animations such as Snow White. Shrek is an animation that was so successfully produced, promoted, and advertised that they are developing a sequel. The clever idea to use popular actors to dub the voices of these characters also helped in the successful of this animation. Media attributes to the consumption and helps an, animation spread to global levels. Therefore, it has an important role in developing animation from local to national to global.
Identify the associated paraphernalia
Paraphernalia (associated toys, games, T-shirts) also aids the consumption of animation and gives more access/attention to the film. Paraphernalia reinforces the target markets enjoyment of the animation, also when the children see paraphernalia they want to see the film. All of this increases consumption.
Consider the roles of heroes and mythology
The use of heroes and mythology in animated movies convey a message to the young audience about moral issues. The hero is admired for his good deeds, and thus becomes a role model for the target audience. For adults, they provide a link with childhood and allow global appeal, as they are based on things we know from our past.
Mythology is usually intermingled into the story line and educates about ethics and moral e.g. Good versus Evil. Myths are usually globally known, so when they are adapted into animations, they are very successful. Myths are a form of Popular Culture that encourages consumption, and through their heros appeal to the consumers and their associated paraphernalia. Within Shrek, there are moral issues about body image, and how people should not be judged by their appearance.
Consider the role of technology in the interactive process
Popular Cultures are greatly influenced by technology, business, marketing and advertising. The role of technology in consumption and business of a popular culture happens for local technology that is used to become global. The creators and produces of Animation use computer programs and software to produce the film locally. The retailers will then promote it with, radio/TV advertisements and computerised posters. Finally, the consumer accesses it by DVDs, computers, and the Internet. Through technology, Animation has been able to become a Popular Culture because it has been made accessible to a greater target market. Without technology, the product would not appeal to the consumers.
Examine the influence of business, marketing and/or advertising
Popular Culture characteristics take the form of commercial packages (Animation is an example) The consumption of this business is aimed to be profitable. In our case Animation, achieved through clever marketing and use of advanced technology whether it is to product, retail, or consumer, locally to globally. The broader the sphere, the more consumers and more profitable the Popular Culture is. Advertising also sustains a Popular Culture. Media is a major influence as it is an institution controlled by business.
Stars and icons are created by mass media, and producers of popular culture identify what people want and make it into a product. Shrek is an animation that reached 200 million after being released in 2001 and in 2003 it received more than 400 million. Shrek was so profitable that a sequel will be produced to further show this animation is a successful popular culture. Movies like Shrek must be marketed globally to get a profit. Also Shrek appeals to audiences all over the world.
Basically the process of consuming a popular culture, in our case animation has helped it develop from a local to national to global level because today, for something to be popular, it needs global appeal. Animation is an example of popular culture that does have global appeals and access. Without access, a popular culture can not be consumed and therefore is not profitable.
The control of Popular Culture
Identify the stakeholders in the control of Popular Culture, including: media, groups, marketers, governments, family, peers
A stakeholder is someone who has vested interest in a business e.g. The producers of animation, marketers/media, families, peers and government.
THE PRODUCERS OF ANIMATION
Media producers and film companies will only produce or invest money into something if they believe it is profitable. Mass media plays a major role in the production. The "guaranteed ingredients" to produce and animation are;
myth
well known voice actors
song writer with catchy tune
MARKETER/MEDIA
Marketers identify the target market. Once this is identified, the selling of the animation begins. techniques used by Marketer is associated products to help obtain profit. To achieve profit,
Market release date in cinema
promotion of animation to consumer via advertising, interviews
manufacture associated paraphernalia
These decisions act as a control on consumption of these products.
GOVERNMENT
The greatest control the government has is censorship, placing ratings on animated films or cartoons, they are also responsible for monitoring the distribution of the films and paraphernalia, packaging for the appropriate age.
FAMILIES
Parents allow or refuse their children to watch particular animated films or purchase paraphernalia, computer games. Their choice can be influenced by their values, beliefs, disposable income and reading reviews.
PEERS
Peer groups can control or influence an individual. Young children see an animation and discuss it with friends. It can cause crazed and spur other children into pressuring their parents to see it and purchase paraphernalia. The child often says "everyone else has it". Adolescents have huge impact on each other to which form of popular culture is acceptable. For younger males it may be Simpson, while older males South Park
Consider the ownership of Popular Culture
Consumers, they own the experience and paraphernalia they purchase. This contributes to the success of an animation.
Government, ownership through control of censorship. Income made from businesses associated with animation.
Actors and songwriter, talent is contracted out between the actor and production studio therefore the actor legally hands over ownership for that animation. Keith Scott voiced Bullwinkle
Media, through promotion, such as advertising e.g fox studios owned by Murdoch family
Producers, Animation dominated by global companies that work in collaboration with smaller companies, dines provides finances for Pixar. Companies in the industry have ownership of actual production, e.g. DreamWorks and Pixar. Also distribution rights if animation and paraphernalia.
Examine the issue of access
Access, the act or right of coming to something or being admitted into a place (cinema) or thing (fan club)
Class, People of higher socioeconomic status have higher disposable income to consume animated products. Therefore they have greater access. people with high socioeconomic status have more opportunity in receiving invitations to special events and premiers.
Age, Certain age restrictions exist, enforced through censorship codes e.g. 5 year olds can't see South Park the movie.
Location, Venues can be limited or difficult to get to (cinemas). Only selected retail outlets stock paraphernalia.
Gender, styles of animation are promoted to specific genders and viewing these animations could put negative peer pressure on the consumer.
Ethnicity, nationality groups have stricter rules concerning what children watch or play with.
Sexuality could restrict your access to animation, as homosexual couples in animation wouldn't appeal to a child target market.
Consider the role of official and unofficial censorship
Censorship refers to control of communication. It restricts certain consumers from accessing a text due to age restrictions. This is away of controlling values, beliefs and morals a person is exposed to.
The government controls official censorship through classifications in film such as G,PG,M,MA,R. Film censorship board gives anything a PG or over additional information e.g. low level violence, course language, sexual themes. Forms of censorship is time slot, such as South Park at 9.30 and the government also bans films such as Ken Park. Or doesn't distribute Japanese animations that have pornography content.
Unofficial censorship occurs when rules are set by other institutions/groups. These can be families who allow 10-12 year olds to play computer games. Religious groups who protest against certain elements depicted in animation such as levels of violence.
Control of Popular Culture to issues of power and authority
Family, grandparents and parents have authority over what their children watch. While siblings have power to influence children's inclination to watch certain animations.
Peers, peer groups have power to pressure and influence each other to consumer an animation and paraphernalia.
Government, censorship rules are authority and collecting taxes and distributing funds.
Media, Has the power to manipulate audiences and reviewers. Authority is a type of marketing and release dates.
Producers, have the power to decide how the story and characters will be interpreted.
Scripts, actors, songwriters, have power to influence the story and characters interpretation, as they are role models.
Different perceptions of Popular Culture
Identify resistance to Popular Culture and introduce examples
Perceptions, are our comprehensions (understanding) of a situation. They are a result of our selective judgement about a person/situation and the culture or the people involved. Our perceptions relate to our micro and macro worlds, our upbringing, past experiences, learning and knowledge. It is linked to our socialisation, age and gender. Thus our perceptions vary from individual.
Some people believe that popular culture texts create social dislocation. Such reasons are based on personal values, religious beliefs and levels of violence depicted. There are many different forms of resistance;
Legislation in the form of censorship, funding research
Protests through letter writing, radio, demonstrations outside cinemas
Lobby groups gathering support
Pressure groups forms of influence the government to alter polices
Fringe groups are outside mainstream society, they resist mass commercialism and opt for alternatives.
Social movements such as anti capitalist and feminist.
Specific examples include
Eminem CD's can't be sold to children 15 and under. Feminist groups outraged at Eminem tour, as he is sexist in his song lyrics.
ET rating changed from, G to PG because of violence
Lion King reaction from feminist groups
Shrek, people didn't believe it was appropriate for farting.
Consider the acceptance and rejection of Popular Culture
Acceptance
As a collective, people have perceptions of whether animation is popular or not. Masses in society either accept animation as a form of popular culture. Box office figures support this with millions viewing The Lion King and other animations. The government accepts animation as an export earner and industry that employs skilled Australians. Workers within the industry accept animation as a form of viable employment. retailers accept animation as it has commercial products, easily consumable and changing. It ensures profit and employment within retail stores.
Rejection
Particular animations may be rejected because of explicit nature of violence, sexual images, subject matter, poor quality. Some groups in society rejects some forms of animation such as computer games because of the cost involves e.g. $100 for Playstation games. Individuals reject animated films and associated paraphernalia, as they may want to protest against commercial. Many people don't want to be told what they should see or buy. Example Pokemon crazes have spurred huge amounts of paraphernalia. Rejection forms are, writing letters, word of mouth, petitions and legislation. Example of Animation rejection is the Tongue ad for Tooheys extra dry, which offended viewers and cause nausea it had a "gross our factor"
Culture Shock
Between the generation gap, and also different ethnicity. Many old people may look upon course language and violence in animation today and find it different from other things they have seen. They would not understand why explicit content is included. Therefore they would try to control it by preventing access, using censorship and licensing. Their perceptions are negative. Schools and churches also perceive popular culture differently. Due top large numbers of students, they tend to socialize their teachers and parents about popular culture.
Identify tensions between producers, owners and participants
PRODUCERS VERSUS OWNERS
Owners or stakeholder can create tension in disposal of money. Success of product and process. Producer is under owners authority.
PRODUCERS VERSUS PARTICIPANTS
Conflict of interest and objections e.g. Sting and the Emperors New Groove. Conflict in dialog and direction e.g. the interpretation of the characters gags. Conflict between writer and the storyline of the animation. Conflict between animators, about characters looks. Conflict between marketer and producing, different target markets. Conflict between voice actor and producers e.g. Mike Myers in Shrek, Canadian accent then a Scottish accent.
OWNER VERSUS PARTICIPANTS
Participants are both those involved in the animation and the consumer. Participants can refuse to participate till their way is accepted. Actors might not wish to participate is certain scenes, naked. Consumer's ethic, values may lead to tension. Tension over money e.g Actors want pay rise. Refusal of animation at Cinema.
The contribution of Popular Culture to social change
Positive and negative aspects of Popular Culture become a part of society
Continuity refers to aspects, which remain the same or continue to surface over time. Aspects Animation demonstrations are;
Themes and morals (good versus bad, love and family)
Large companies dominating the production of animation (Walt Disney)
Styles of Animation and characters (bugs bunny)
Change refers to altering or evolving aspects over time. Aspects of animation that demonstrate change are;
Specialised companies entering the industry (Pixar)
Access has widen due to technology
Consumption of animation has increased (shift to adolescent and young adult market)
Increase in marketing of paraphernalia
Wider variety of animated texts (interactive computer games)
Negative Aspects of Animation
Young children and teens spend more time indoors watching animation, rather than exercising. Introduction of X-rated animation is unacceptable. Young audiences can access adult animation easily. Violent animation leads to the idea that violence is acceptable. False sense of reality with happy endings.
Positive Aspects of Animation
It is a good form of entertainment for teen and young kids. An increase in jobs available in the animation industry. Social continuity of myths and legend from the past. technology makes it more realistic. Widely accessible and cheap. Illustrated good morals and values for children. Good family entertainment, promotes imagination and shows humans overcoming difficulties.
Popular Culture may have contributed to social change
Social change is forces within or outside society that act to modify one of more of these aspects; existing social structures (education), social institutions (work) and social behavior (leisure, morals). Popular culture makes it possible for social change to occur, making us question our current beliefs. Social change in the future can be increased through access via the internet. Consumer today have a different relationship with the producers, markets and distributor or animations.
Popular Culture can cause conflict, as individuals perceive texts in a positive or negative light. An example is South Park, which some groups see as totally offence, bad language bad violence ( a negative aspect). Other see it as acceptable and positive as at the end of each story morals are questioned about gub lobbies, homosexuality, and authority structures.
The Future
Evaluating continuity and change in relation to the Popular Culture
Continuity refers to aspects, which remain the same or continue to surface over time. Aspects Animation demonstrations are;
Themes and morals (good versus bad, love and family)
Large companies dominating the production of animation (Walt Disney)
Styles of Animation and characters (bugs bunny)
Change refers to altering or evolving aspects over time. Aspects of animation that demonstrate change are;
Specialised companies entering the industry (Pixar)
Access has widen due to technology
Consumption of animation has increased (shift to adolescent and young adult market)
Increase in marketing of paraphernalia
Wider variety of animated texts (interactive computer games)
Considering the implications of globalisation for the Popular Culture
Globalisation is the increasing communication speed ad regularity is having a shrinking effect on the world. This occurs due to new technology (television and internet). Globalization of popular culture may increase. A global village may occur where animated films, have formed strongest bongs between differing societies. Television is more limited by national boundaries than film.
The implications of globalisation are a variety of and complexity of cultures throughout the world may not be as rich as it was in the past (due to dominance of western culture).
The effect of global media culture can be measured in many ways. Animation in particular influence individuals within society. They transmit values, for example Shrek pokes fun at Disneyland and peoples complexes, and Pokemon where team effort is important. It is clear they have a psychological effect on people and social impact on groups.
The availability of overseas non American animated texts have increased over the years, especially Japanese. This has allowed Australians a boarder choice. Yet this can threaten local animated films such as the Magic pudding which did not receive the same box office success as other animated films such as toy story or Shrek. Australian animated texts are generally exported to England. However this doesn't generate huge profit for Australian film industry.
Identifying the impact of technology upon the Popular Culture
Technology has had a huge impact on animation as it has allowed it to move beyond the original sketched cells. With then introduction of computers, images can be generated with surround sound and objects you feel like u can touch. Technology has been made cheaper and commercialized. perhaps in the future multimillion dollar contracts will vanish as directors will find it easier to work with animated actors.
Shrek and Final Fantasy are examples of movies where that has happened, yet voices are still needed. In the trial screening of Shrek the viewers thought Fiona looked too real, against the stylized other characters. Shrek has also been made into Imax form with 3D. SANDDE technology allows artists to draw in 3D. It may even be possible in the future to turn old movies into 3D. Or even interactivity a 4D experience, already existing in theme parks. In regards top gaming, the graphics and realistic nature has immensely improved. Children are now able to become involved in the game physically and feel the game environment, such as a cyber skating game.
Paraphernalia, toys are battery operated, interactive computer games and internet games. Consumption, purchasing through the internet, use of mobile phones, cable TV. Consumption become wider due to computerised dubbing in different languages.
Production, computer assisted/generated, digital sounds and 3d animation. Use of sophisticated software that enhances the animation. In Shrek computers enabled them to do realistic facial expressions, fire and liquid effects. Also clothing and hair and skin had software created to stimulate those effects. Employment, internet access to bets staff, newspaper ads, computer data base.
Interaction can occur through both the cinema and games. The cinema has surround sound, projection equipment and computerised ticket sales, while games can be used on PC's, playstation and game boys. Cinema surround sound, projection equipment, computerised ticket sale.
Considering future directions for the Popular Culture.
There has been an increase in commercial format of, movies, DVDs are interactive, stage productions such as the lion king, Imax, computer games and increase in the types of paraphernalia. Technology has further increased all of these and consumption and access.
Consumers, there has been an increase in the number of people consuming the commercial product. This will lead to an ever increasing wider audience, including adults and children. The profit will continue to be the driving force behind popular culture. Themes continue to focus on social issues (the Simpson's) to interest older markets and the morals and tradition stories target younger viewers. It will last longer. Characters will become more realistic with light reflects off skin and the use of dermatologist help to create software.
Case Study
The Simpsons
CREATION
James L Brooks produced the "Tracey Ullman Show" he added a series of short animated segments between skits and commercials. The cartoon was the Simpsons drawn and written by Matt Groening about a family that become a hit in the 1980s. It was later expanded to a half an hour Christmas specials. It became one of the highest rating shows.
CONSUMPTION
The Simpsons turned into millions of dollars worth of paraphernalia, which was consumed rapidly. There were T-shirts, bumper sticker, beach towels and other products. Not since the teenage Mutant Ninja turtles had there been such a profitable marketing phenomenon. The target market is both adults and children. It has continued to be a rating success and mind boggling pop culture phenomenon.
CONTROL
Ownership of the Simpsons was by fox network. Voice actors such as Harry Shearer who does many of the characters voices also has ownership. Celebrities are eager to do voices of characters. Fans are delighted in hearing familiar TV favourites on the show such as Roseanne and Michael Jackson.
PERCEPTIONS
There are both good and bad perceptions. People have an acceptance of Bart, they love him because he is a mischief maker with comments such as "eat my shorts". Also there is an acceptance because people like the fact that the Simpsons doesn't "sugar coats" the notion of family relationships. Yet at times there is rejection of The Simpsons as they can be vulgar, cynical and impudent.
SOCIAL CHANGE
The show offers lessons in life and messages are targeted at adults. These messages include; scepticism about IQ tests, critique of parents who base love on accomplishments, uneasiness of children joining a new class, envy of other goods, emphasis on popularity in schools, male chauvinism, child exploitation.
