The Evolution of Pop Culture: From Artistic Expression to Consumerism

Pop culture has undergone a significant transformation over the years. What was once a platform for artistic expression, social commentary, and community building has now become a multibillion-dollar industry driven by consumerism. In this blog, we'll explore the shift from organic to manufactured trends, the impact of consumerism on artistic expression, and the commodification of experiences.

The Rise of Branded Content

In recent years, branded content has become a staple of pop culture. Brands partner with influencers, celebrities, and content creators to promote their products, often blurring the lines between advertising and organic content (Freberg et al., 2011) [1]. This has led to a situation where consumers are being sold products under the guise of authenticity. For instance, a popular beauty influencer may partner with a makeup brand to promote their new product, making it seem like an organic recommendation rather than a paid endorsement.

The Shift from Organic to Manufactured Trends

One of the most significant changes in pop culture is the shift from organic, community-driven trends to manufactured, company-driven trends. In the past, pop culture trends emerged from the grassroots, with fans and enthusiasts driving the conversation. However, with the rise of social media and influencer marketing, companies have begun to manufacture trends, often using paid influencers and sponsored content to create the illusion of organic buzz.

The Case of Blueberry Nails and Rhone Phone Cases

The "blueberry nails" trend, which emerged on TikTok, is a prime example of a manufactured trend. The trend, which involved painting one's nails a bright blue color, was heavily promoted by beauty influencers and brands, who used paid partnerships and sponsored content to create the illusion of a grassroots movement. Similarly, the Rhone phone case, which became a status symbol among teenagers, was heavily promoted by influencers and celebrities, who used their social media platforms to create buzz around the product.

The Role of Social Media in Manufacturing Trends

Social media has played a significant role in the shift from organic to manufactured trends. Platforms like Instagram, TikTok, and YouTube have created new opportunities for brands to reach their target audiences and create buzz around their products. However, this has also led to a situation where trends are often manufactured and manipulated by brands, rather than emerging organically from the community.

The Commodification of Experiences

Even experiences are being commodified in the name of pop culture. Music festivals like Coachella and Lollapalooza have become major events, with brands paying top dollar to sponsor stages, performances, and even individual artists (Baudrillard, 1998) [3]. This has led to a situation where the value of an experience is often measured by its monetary worth, rather than its cultural significance. For instance, attending a music festival is no longer just about enjoying the music, but also about showcasing one's attendance on social media and flaunting the latest fashion trends.

Pop Culture Moments: From Stanley Cups to Miu Miu Skirts

In recent years, certain products have become synonymous with pop culture moments. The Stanley Cup, a brand of insulated cups, has become a status symbol among teenagers and young adults. Similarly, Kim Kardashian's shapewear brand, Skims, has become a cultural phenomenon, with its products often selling out within minutes of release. The Diesel velcro skirt and Miu Miu skirt have also become iconic fashion items, often featured in celebrity and influencer posts. Even luxury fashion brands like Vivienne Westwood are getting in on the action, with their pearl necklace with logo charm becoming a coveted fashion item. These products have transcended their functional value and have become symbols of cultural relevance and belonging.

The Impact on Artistic Expression

The rise of consumerism in pop culture has had a profound impact on artistic expression. With brands driving the cultural narrative, artists are often forced to conform to commercial expectations rather than pushing the boundaries of creativity (Hebdige, 1979) [4]. This has led to a homogenization of pop culture, where individuality and creativity are sacrificed for the sake of commercial viability. For instance, musicians may feel pressure to produce music that is commercially viable, rather than taking risks and exploring new sounds.

The Loss of Authenticity

The shift from organic to manufactured trends has also led to a loss of authenticity in pop culture. With brands driving the cultural narrative, it's often difficult to distinguish between what's real and what's manufactured. This has led to a situation where consumers are increasingly skeptical of trends and influencers, and are seeking out more authentic and meaningful experiences.

Conclusion

The evolution of pop culture from an artistic platform to a consumerist industry is a complex phenomenon with far-reaching implications. While it has created new opportunities for artists and brands to connect with audiences, it has also raised important questions about the value of artistic expression and the impact of consumerism on culture. As consumers, it's essential to be aware of these trends and to seek out