Popular culture is a complicated beast. Like the Hydra, it has many heads, and when you think you've figured it out, two more heads pop out of the last. I'd like to thank SeedSing.com for helping expand the conversation on so many topics, including this one. If you have time, check out their article about why the book is always better than the movie—argued from the perspective of someone who doesn't actually agree!
For its relatively short lifespan, pop culture has undergone many changes. Within the past century, it has developed alongside different forms of media, including radio, movies, television, and finally the internet. Of these forms of media, none has been more transformational than the internet.
While radio might at first seem like the first big mover of pop culture, the vast majority of pop culture has been a one-way street for nearly a century. Entertainers delivered material, and consumers absorbed it, transmitting it to other consumers in the process and growing the market. The internet has massively altered the way information is transmitted and, as a result, turned the entire pop culture scene on its side.
The Two-Way Street
In some ways, there's always been some level of interaction between fans of pop culture and perpetrators of pop culture. Music concerts, fashion shows, and other spectacles allow fans and enthusiasts to attend and see the latest—that much hasn't changed. But with the internet, people can also provide meaningful feedback instantly.
It has replaced the thousands of fan letters that are never read and go unanswered. Services such as Twitter and Facebook allow everyday people to interface with real celebrities, artists, and content creators on a very personal level. Rather than wait days or weeks for a response to hear from these famous figures, the public may see a response in mere minutes.
The leaders of pop culture haven’t let this change go unnoticed either. More than ever, social media pages are advertised on television, over the radio, and even within products. “Visit our website to learn more,” they say. “Text (something) to 321” will get you added to a list for any number of different things.
Even a person like Dr. Phil has gotten in on the act, with his show sometimes weighing the opinions of the public by broadcasting their responses to his questions live. As this trend continues, entertainment shifts more and more away from being a mostly passive to sincerely welcoming interaction.
The Death of Cable
Another amazing phenomenon we’ve begun to experience is the slow demise of cable. While there is still a hefty subscriber base to standard television, the numbers are beginning to dip. Consumers are seeking their entertainment elsewhere, mostly through streaming services over the internet.
As a result, the movers and shakers of pop culture are no longer just the late-night TV hosts or the faces of prime-time television. A new demand for quality entertainment that directly answers the wants and needs of the consumer has created an incredible lineup of original shows that can be seen any time so long as you have a subscription to the right service (typically Netflix).
That brings us to the heart of our next point: The change in audience has created a new type of consumer.
On Demand
The instant nature of the internet has, in many ways, altered the patience of consumers. As progressively more content becomes available on demand, it changes audience expectations. Pop culture becomes something the audience doesn’t want to wait to read about in the tabloids tomorrow—why bother when they can visit TMZ’s website right now?
In some ways, this has also created a conflict between the previous generation and the new. The older generation is used to waiting; what choice did they have? "Snail mail" got its name precisely because it was so slow. But the new generation wasn't raised on that.
The new generation has been exposed to an entirely different upbringing that is reshaping everything we know about pop culture. Deemed “millennials,” these new consumers are used to things being available instantly. They grew up with cell phones, email, and instant streaming movies.
Naturally, pop culture has developed to answer these needs. Vendors of popular items sell their goods online with fast-paced shipping. Virtually every major bill can be paid online with a few taps. And since the newer generation spends so much time online (typically on a phone or laptop), much of advertising has moved there as well.
Copy That
In many ways, the internet is solely responsible for the most freely produced content since the dawn of history. Because all online entertainment is stored as data, it can be (largely) freely copied. Unlike physical media, there are no limits to how many times data can be reproduced.
Internet users first figured it out on a large scale when Napster became big over a decade ago. A single user could post a song they had on CD, and thousands of other users could download it and share it themselves. Because there was no physical limitation on the number of copies, it meant millions of people could get music for free.
With time (and faster internet), file sharing expanded to videos and larger programs. So too did the record companies’ fight against what they deemed internet piracy. Today it still continues unabated, but new efforts have been made to fight against file sharing.
The Fight Against Piracy
This brings us right back to today’s on-demand culture. Piracy has been combated in two different ways. The first is through censorship and monitoring. The FBI has taken down several pirating websites, and Hollywood has sued the owners of select IP addresses that pirated movies. Well, except the people using VPNs, since they’ve been able to hide their IP addresses.
The second way has been just to make content more accessible. Instead of having to visit the video store, you can load a show up without leaving home. Music can be purchased one song at a time instead of having to buy an entire album. Little tweaks to the market have dissuaded quite a few pirates by making the legal way just as easy.
Other entertainers have embraced the idea of free content by literally making their stuff free but stuffing it with ads or add-ons that can be purchased for cold, hard cash. Video games have changed quite a bit as well. Many games can be bought before they’re even finished, allowing users early access to the still developing product.
Where most games usually shipped finished, now we see games sell with only a limited amount of content and the rest purchasable at a later date. This is made possible only by a fully connected population that can go online at any time to buy the new content.
What Tomorrow Holds
If present trends continue, we’ll only see more digital media come to replace physical media. The internet can’t quite replace live conventions or concerts, but it has afforded many more access to these events than ever before.
While print struggles to stay alive, online versions of popular magazines and TV shows flourish. Independent content also continues to grow in popularity, with YouTube and Twitch providing platforms for individuals to create content for other users.
We won’t know what tomorrow holds until it happens; my bets are in for something fast, convenient, and accessible anytime, anywhere.
If you have thoughts to share about pop culture and the internet, post a comment below.
Isa
About the Author: Isa is an internet security specialist and entertainment blogger. If you enjoyed her work, check out some more of her writing on Culture Coverage. Follow Isa on twitter @ Go like Culture Coverage on Facebook.
