Examples Of Diffusion In Popular Culture

Diffusion is the process through which the various aspects of the culture are influenced by ideas and products from other cultures. This can take place in many ways and though multiple mediums. This often enables the receiving cultures to step over the mistakes and learn from the mistakes of the emulator. This though not always is true, often cultures bite of more than it can chew in terms of change and this can have a disastrous impact on the culture concerned. There are three ways in which diffusion works; direct, intermediate and stimulus.

The second process that affects cultural change is invention. Herein, new elements are created, sometimes from previously existing objects these become a part of the culture of the emulator. Again invention

This excessiveness invites its denigrators to attack it as “vulgar,” “melodramatic,” “obvious,” “superficial,” “sensational,” and so on’ (Fiske 1989a, p. 114)

To grant a clear direction to this study which is related to advertising and popular culture rather than simply popular culture, let’s assume that the first stands correct, the aspects of culture that people voluntarily take part in and is superbly standardized.

Popular culture is known to be very dynamic and contradictory. In the historic use of the term, popular culture is the culture of the people. This is a confusing notion to harbor in context of culture and popular culture. As far as my understanding goes, popular culture, over time is what lends changes and definition to the overall culture of the society/country. That is how culture evolves and changes. The aspects of invention, discovery, diffusion, cultural lag are all contributing factors to popular culture in short term and culture as it is known anthropologically and sociologically in the long

Advertising is said to influence people to aspire beyond their means creating an air of dissatisfaction around that strata of society. The supporters drown out the sound saying creating aspiration pulls up the society as a whole and improves culture as the people strive for a better lifestyle.

The culture of a society acts like the memory of the individual and helps trace the course of life of the society as a whole. Depiction of culture in advertising documents the popular culture and acts like a reservoir of information for the future.

When the influence of culture on advertising and the influence of advertising on culture are under debate, an article of rediff.com argues, ‘The Hindi film industry produces about 200 films every year and generates revenues of about Rs 2,000 crore (Rs 20 billion). The same consultant's report estimates advertising spends on TV to be about Rs 5,000 crore (Rs 50 billion) --and more than a thousand films are produced and aired every year.’

The changing hairstyles and the cigarette consumption the concept of beauty in small towns and the quickly changing fashion is a testimony to the influence of films on the people, advertisements, while not so big are repetitive and while the heroes change frequently, brands last almost a