POPULAR CULTURE & THEORIES OF FEMINISM & FRANKFURT SCHOOL
Culture word should be known to understanding of popular culture. Culture derived from “cultura”. In the beginning, it was linked with cultivated but with Industrial Revolution, industrial production emerged, these processing causes to come up new society structure. It was thought the concept of new industrial society was monotype and called “Mass culture”. With emerge of modernism; “High culture” was organized. “High culture” is totally different “Mass culture”, because “High culture” interest in culture of upper class such as aristocracy. But later, “Mass culture” yield to “Popular culture”. Beforetime “Popular culture” associated with “public”, that is, it derived from
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“Totalitarian” decline of socialism and social norm, in this result from the centralized control on society. People think that if they are belongs to totality, this means they have good social position in the society. “To Adorno, Capitalism uses “culture industry” and “commodity fetishism” this way it can trick easy to people. Dressing same things, eating same thing or think similarly are good for modern people. According to Adorno, “commodity fetishism is the real secret of success, since it can show how exchange value exerts its power in a special way in the realm of cultural goods” ( 34).Firstly, For example, In the “Mr. Muscle advertisement”, if you can take it you can clean easy against the stubborn dirt or in the car advertisement, if you take this mark car, you can influence woman or other people. In this advertisement, “Mr. Muscle advertisement” is showed “use value” but it is not. It is exchange value, forwhy exchange value imply to money, so in the capitalist system exchange value is always dominate over use value. The needs and marks can be can stereotype and standardization by capitalism. In addition, Frankfurt school thinks that, capitalism created “textual artefacts” with using popular culture and marketing them. “Textual artefact” involves people’s expectation, so people consume of standardization of production. Today modern people generally cannot take something because of their “Functional