Free Creation Of Popular Culture: The Triangular Effects Of Social Context, Business Modeling And Media Practices Essay Example

Introduction

The social context and cultural norms of the society lend a powerful hand in terms of determining the sense of right and wrong in people of different societies. The multinationals are facing and confronting the challenge of keeping their practices ethical in the eyes of local population, and therefore, one can ascertain the level of socialistic power that can mold individualistic behaviors into acceptable ones.
In the field of scientific sociology, the experts trail behind the need to entertain communal requirements rather than isolative ones. In this way, the artists have to generate sellable ideas in order to maintain and safeguard their economic and fiscal interests to say the least. With the passage of time, the social context went into the backlog because the producers have applied various types of financial standards in order to filter the conceptual backgrounds those produced by artists. The Americans had to develop their national identity that must have differentiated them from the other leading nations of the world, and therefore, they created Goth and Hippie subcultures as the prominent contributors towards arts.
Before the demonstration of suppressed cultures on the big screen, the American nation held grudges against the ways of Africans, but the filmmakers used their culture and social identity in order to create difference for them in the global entertainment industry. The support that hippie culture received from the commercial entities working as producers added the element of fame in the subculture of African Americans, and the haters of the social regime are converting their lifestyles in order to follow the crowd. The media monetize the cultural identity of Africans in order to make a difference, and the work shared by Grazian discussed the development that American cinema has seen in the recent decades. However, the contribution did overvalue the driving force of social impact on the film industry, but the fiscal interests of those producing the art overweigh the cultural aspects because the social realities cannot alone determine the quality and nature of art that the artists will create (Grazian, 144). The scholar’s viewpoint in this regard is realistic in nature because the artistic soul cannot work independently, and he or she has to reshape his or her work according to the wants of advertisers.
The companies are applying electronic media, internet and the big-screen as a few and valuable channels of marketing lately and the promoters who sponsor the films want to reach as many potential customers as possible in order to maximize their sales and profits as well. The social and economic factors are having a dual affects on the type of art that artists produce in the particular social setting. The artists have to follow the directions of marketers and business professionals involved in the production process, and they in turn modify the customer preferences into sellable movies (Grazian, 206). In simpler words, the marketers are trying to respond to the needs and wants of the masses while, the artists are filtering their works in order to adhere them according to the guidelines of corporate personnel. The secondary markets in the field of entertainment have emerged as partial targets for the entertainers, and the film industry is actively working in order to scintillate the dreams of a teenage boy who wants naked women all around him.
The masses have the controlling power on the content of the popular film, but the question arises that are the social variables operating freely regarding creation of famous film? The answer in this regard is no because the social ranks do not need to see the realistic side of cinema, and therefore, truest cultural and social issues are not finding the way into the film industry, and the arts are failing in order to create effective material that should highlight the problems of the community is an inspirational mode to say the least.
The media industry has the objective of promoting righteousness and courage. However, the modern film has an engagement as the tool of supporting unethical behaviors and illegal ones in the society as well. The common person on the street cannot relate to the world of fiction, and the films such as “It’s a wonderful life” are not being created because the companies are still crafting content in order to fulfill their economic interests, and the masses are losing their interests in the cinema because they do not find anything realistic in the content that the entertainers had to offer nowadays.
The sponsors have to realize the fact that the personas of superheroes and violent criminals do not conform to the strategic objectives of the industry because moneymaking is a secondary goal, but promotion of humanism is the primary one. The completion of higher order dreams can subtly contribute towards achievements of lower and less significant ones as well.
The Television Series “Star Trek” has impressed generations over generations during the elapsing of countless decades. The nonviolent approach towards life, beholding the higher ethical standards and humanitarian aid without any discrimination are a few behavioral aspects of the artwork.
The producers of the featured film created so much wealth in the process of generating high quality work that the creators of contemporary media cannot collectively create, and in the era of the 21st century, the movies such as “Oblivion” have produced off the chart results, but major percentage of works do not have quality of even acceptable nature, and the producers have to shift their focus towards the need to maintain the artistic validity and objectivity in order to attract the audience.
The cinema oriented technological enhancements can create business success as well. The managers of entertainment centers have to come forth in this regard so that the homers have to find the reasons in order to divert their attentions to the cinema whereas, the sponsors have to induce the creators behind the scenes in order to develop content that should depict reality more than anything.

Conclusion

The Grazian’s approach works best when social contexts and realities contribute towards creation of art in a freed environment. The artists have to conduct detailed researches in order to interact with the real heroes of life, and create the fictional ones via inspiring from the lives of men in the street. The civic values must guide the actions of entertainers, and sexism as a tool of selling the film must die out as it is creating deep sociological and psychological issues in youth. The sexualized image of the women has to subside as a marketing scalpel. However, the ideas of above cited writer will create a realistic cinematic works, and the social context will find artistic reinstatement in due time. The element of creativity must remain boundless, and the marketers have to develop strategies to sell what the artists have created, and the advertisers have to forego their habit of forcing creativity into producing readymade marketable products.

Works Cited

Grazian, David. Mix It Up: Popular Culture, Mass Media, and Society. New York: W. W. Norton & Company, 2010.
The Greatest Movie Ever Sold. Director. Morgan Spurlock. 2011.