To what extent does the consumption of popular culture lies on individual choice and serve to emphasize individuality?

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To define Popular Culture, we will need to first examine the definition of culture. According to Danesi (2008, pp. 2), ‘culture is a system that includes beliefs, rituals, performances, art forms, lifestyle, symbols, language, clothing, music, dance and other mode of human expressive, intellectual and communicative behaviour that is associated with a community during a particular time period’. In this paper, we will refer to pop culture in accordance to Ray Browne’s definition (1972 cited in Mattar, 2008, p.11). Thus, pop culture in this paper will refer to elements of life, such as lifestyle and clothing, which are neither “narrowly intellectual” nor “creatively elitist” and are generally disseminated through the mass media. It is important for us to note that Browne is in the opinion that mass media plays a part in the distribution of popular culture. Mass media, in this context, refers to newspapers, magazines or any medium that is capable of distributing information and entertainment to a large group of audience. As there are many types of popular culture which can be consumed, there is a need for us to limit our scope for the purpose of discussion. Hence, for the remaining of this paper, we will be using advertisements, brands and other related theories to discuss the extent of which consumption of popular culture rest on individual choice and serve to emphasise individuality. We will first begin our discussion on the extent of which consumption of popular culture rest on individual choice. Advertisement is designed to sell goods, services and ideas to consumers (Benoit & Benoit, 2008). It does so by influencing attitude and lifestyle behaviours through ‘suggesting how we can best satisfy our inner urges and aspirations’ (Danesi, 2008). To better relate with consumers, advertisers often incorporate trends in the pop culture world, such as linguistic style

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