The lectorial explored relationships between audiences and cultural institutions. In Popular Culture in Everyday Life we explored the idea of commodification. This is when social values such as working hard at job, respectful to parents, which are abstract values, become concrete through a character such as Pikachu. Pikachu represents loyalty and hard work. The values become solid and these solid objects are for sale. This possibly suggestions that you can buy loyalty, cuteness, hardworking ethic, however this is not the case of cause and effect. There is a complex relationship between popular culture and commodification. We had an interesting discussion in class regarding institutions as detailed in a blog post on the 19 May 2015.
