I find myself constantly confronted by a mentality that artifacts of popular culture are inferior to those strong pillars of Western intellectual culture (Shakespeare and Gatsby). I’ve encountered this from peers and mentors, classwork and coffee shop discussions. In this blog post, I’m going to challenge these common assumptions that position popular culture as something less than intellectually stimulating—or worse yet, mere entertainment. I am not trying to say that other forms of art and creation (“high culture”) are bad, I quite enjoy Shakespeare and Gatsby. But I also love Star Wars, Rick and Morty and the Hunger Games. The Internet, and other developments in digital technology, has allowed for the proliferation of popular culture. The Internet and computer software has provided affordable mediums and methods for all kinds of people to create “things”. All kinds of “things”! Memes, amateur YouTube videos, blogs, creepypasta (amateur scary stories), and enormous catalogues of emotional responses in the form of animated GIFs.
This is folklore. The study of the culture of the everyday life of everyday people. Lynne McNeil, a folklorist, recently gave a Ted Talk (TEDxUSA) on digital folklore and new media. She heralded the Internet as the perfect archive of everyday life.
“Folklorists, unlike literature scholars, or art historians, or music scholars, we don’t look to the productions of the rare geniuses of human kind as the only cultural products worth paying attention too. We look to other kinds of cultural productions, productions that I think make the state of our digital lives seem a little less dire… The problem is with the assumption that the collective works of Shakespeare is the only valid cultural output…”
Through studying, interpreting and understanding folklore, or the stuff and knowledge of everyday life, we get a pretty good illustration of how people interpret and understand the world around them. This is important for all kinds of reasons.
Brenda Brasher (1996), in her work titled, ‘Thoughts on the Status of the Cyborg: On Technological Socialization and its link to the religious function of popular culture’, observed that people are shifting from using religion to generate an understanding of ethics in everyday life to that of popular culture. In this sense, there are more and more people who are interpreting ethics through the Jedi philosophy of the Force than that of the bible. People construct complicated pastiches (or collages) of raw pop cultural data to construct their belief systems. Snippets of ethics and norms taken from Hollywood blockbusters, 4chan, YouTube series, and an ungodly number of video games.
To ignore popular culture is to ignore this massive shift in how people understand the world around them. A great example of the power of vernacular popular culture and folklore is video games. To be frank, though there are amazing and powerful pillars of literature—I find myself struck with an overwhelming sense of catharsis when I play through a well-constructed video game. I’ve had oodles of discussions with friends who are willing to bracket off video games as an intellectual waste of time. However, such cultural artifacts are important to the aspiring digital folklorist just because so many people play them. Furthermore, so many people code them as well. Gamer culture becomes a myriad of professional and independent games.
Just to demonstrate this, here are some statistics presented by the Entertainment Software Association at E3 (a big gaming conference) in 2015. 42% of Americans play video games regularly (at least 3 hours a week). The average age of a gamer is above the age of 35 (so video games cross generations). Gamers consume more games than they do TV and movies. Consumers spent a grand total of 22.41 billion dollars in America in 2015. Video games are big! Lots of people use them, identify with them, and generate cultural groups around them. This is an eye opener for a folklorist, it should certainly be an eye opener for other social scientists.
Trevor Blank, a digital folklorist, observed in his introduction to digital folklore that “It bears noting that the fear of cultural displacement via mass culture is mothering new” (3). He demonstrates that following the innovation of some new form of media, cultural pundits criticized emerging technology as destroying traditions and communication. They accused technological innovations of destroying the folk. However, another perspective of framing the changes brought about with these new forms of media is that they entailed new forms of folk. A problem with framing the media in overtly dystopic ways is that you create a technological determinism that takes agency (choice) from those who participate in everyday life. These critics actually ignore the “folk” (and their practices) in their criticism. The vernacular has not disappeared into the heterogenous mess of “mass” culture—it has changed form.
Blank explains, “New media technology has become so ubiquitous and integrated into users’ communication practices that it is now a viable instrument and conduit of folkloric transmission…” (4).
Folklore is the study of everyday life. The digital has become a realm of everyday life. Cyberspace is just as important as actual space to the emerging generations of humans in consumer societies. From the rich and poor, men and women (and trans* and queer), and all races and ethnicity use the Internet in their everyday lives for all kinds of reasons. Popular culture in this context provides us with valuable new social contexts to study. New gateways into understanding human culture, society, and communication.
Blank, Trevor. 2012. “Introduction.” Pp. 1-24 in Folk Culture in the Digital Age: The Emergent Dynamics of Human Interaction, edited by Trevor Blank. Logan: Utah State University Press.
Brasher, Brenda. 1996. “Thoughts on the Status of the Cyborg: On Technological Socialization and Its Link to the Religious Function of Popular Culture”. Journal of the American Academy of Religion 64(4). Retrievieved December 28, 2015 (http://www.jstor.org/stable/1465623?seq=1#page_scan_tab_contents) .
McNeill, Lynne. 2015. “Folklore doesn’t meme what you think it memes.” YouTube Website. Retrieved December 28, 2015 (https://www.youtube.com/watch?v=PBDJ2UJpKt4&feature=youtu.be).