Reading the Popular - Softcover

Fiske, John

Softcover

ISBN 10: 0044454376 ISBN 13: 9780044454373

Publisher: HarperCollins Publishers Ltd, 1989

Synopsis

This revised edition of a now classic text includes a new introduction by Henry Jenkins, explaining ‘Why Fiske Still Matters’ for today’s 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.

Beneath the surface of the cultural artifacts that surround us – shopping malls, popular music, the various forms of television – lies a multitude of meanings and ways of using them, not all of them those intended by their designers. In Reading the Popular, John Fiske analyzes these popular "texts" to reveal both their explicit and implicit (and often opposite) meanings and uses, and the social and political dynamics they reflect.

Fiske’s "readings" of these cultural phenomena highlight the conflicting responses they evoke: Madonna may be promoted as a "boy toy", but young girls feel empowered by her ability to toy with boys; Chicago’s Sears Tower may be a massive expression of capitalist domination, but it can also allow one to tower over the city. In each case it is the latter option that interests him, for this is where Fiske locates popular culture: it is the point at which people take the goods offered them by industrial capitalism (however oppressive they may seem) and turn them to their own creative, and even subversive, uses.

Designed as a companion to Understanding Popular Culture, Reading the Popular gives the lie to theories that portray a mass audience that mindlessly consumes every product it is offered. Fiske’s acute perception and lively wit combine to provide a truly democratic vision of popular culture, one that respects the awareness and the agency of the people who make it.

About this title

Review

"Well-written and accessible [...] Making the difficult seem easy is Fiske's great talent. No introductory reading list in the field would be complete without a Fiske." Sociology Magazine

Synopsis

The author defines culture as being the constant process of producing meanings of and from our social experience, which produce a social identity for the people involved. He maintains that culture-making is a social and not an individual process. This book is a collection of analyses of texts and sites where people make their popular culture in capitalist societies, together with a theoretical introduction. It is published simultaneously with "Understanding Popular Culture", which is more theoretical and political than analytical and moves from theories to readings, whereas "Reading the Popular" moves from readings to theories.

About this edition

• Publisher: HarperCollins Publishers Ltd
• Publication date: 1989
• ISBN 10: 0044454376
• ISBN 13: 9780044454373
• Binding: Paperback
• Number of pages: 220