As is argued through the lens of Critical Theory, culture is seen as a commodity. This results in the mass production of cultural artifacts that are a reflection of that culture’s communication style (Thussu pg 54). The creation process has the masses, the least common denominator, in mind. Culture is not perceived as the transmitter of heritage or the carrier of profound beliefs. Instead it is being consumed, mostly without second thought by the masses. It can be so easily consumed because these mass-products are easily accessible e.g. on tv and do not require a lot of thought process. The product is being being broken down in easy to digest pieces with a little cliffhanger here and there to tie you over the commercial break.
If you look at the current mass media output, especially in the area of tv and movie production, there is a clear bias towards (scripted) reality-tv (Jersey Shore, The Real Housewives of XYZ, Honey Boo Boo) and easy to digest movie plots (good vs. evil fighting it out in 90 minutes with a lot of action and guns or chick flicks that center around the apparently only issue concerning women in their 20s which is getting hitched) in the Western hemisphere.
Of course one can argue that this is what the masses want, easy access to easy to digest entertainment. And I do agree: after a day of working, running errands, taking care of screaming children, attempting to impress your boss so that you stay at the company while everyone else is being fired you DO want to settle in the evening to a world of entertainment that nice and easy to digest. A world that makes you laugh, albeit mostly at the expense of others or a world where you do know that in the end the good will prevail. But the fact that non-mass culture movie producers have a very hard time getting funding, finding themselves in the “independent movie” niche, should be alarming. Is what they have to say less important? Do their movies have less cultural value than Honey Boo Boo and hence they deserve a struggle to get their project up and running since they don’t cater to what the masses want?
What I am wondering is, in 100 or 200 years from now, what will society think about our consumer behavior today? What does the fact that (scripted) reality tv is so popular across the Western culture say about us now, and what does it say about us in 200 years when the need for a certain level of voyeurism has been replaced by something else. Will the society of the future look at who owns media today, who produces it and with what intentions? Or will they be even more one-dimensional in their entertainment needs resulting in the fact that a show such as Jersey Shore is suddenly difficult to grasp due to the nature of the characters, their actions and their cultural background?
This post refers to Thussu “Approaches to theorizing international communication” from International Communication: Continuity and Change.