vadinamosios širmos nieko nėra tol, kol tu ten neįeisi
tam, kad ten kažkas atsirastų.
A highly contentious
concept of mass culture carries implications of the end of culture and
its desecration, and, on the other hand, arguments on the emerging new
paradigms and their manifestation in mass culture.
Classification of culture into mass, highbrow, ethnic (folklore) or
classical is confusing though. Today mass culture is discussed off the
platform mass versus elite, yet not always sufficiently defining the
difference. It is being claimed that a special preparation or affiliation
with a social or cultural group is needed to comprehend elite culture.
By contrast, everyone and everywhere can use mass culture, which is
more traditional and conservative. The classical culture by its impact
of the perceiver is opposed to the first two. Yet mass culture increasingly
tends to be identified with culture in general, and is no longer considered
to be some specific manifestation of it. Copying and multiplication
does not support a distinction between mass and elite culture, but is
a condition of turning a work of art into kitsch.
Therefore mass culture should be defined as the power of cultural objects
of total penetration into society. A discussion of culture is impossible
without taking into account societys communicative capacity.
The phenomenon of mass culture proliferates with the expansion of information
channels. Mass communication in the technological and highly individualized
society transforms culture into a hypertext, produced for the sole sake
of reading. This highly cross-referential hypertext has
no logical end, and its form dominates over idea.
This mass aspect of culture is often shocking and results in miscommunication
and self-isolation, resulting in the 21st c., in a new tendency - a
mass need for self-expression. Mass communication makes it easy, and
the aggregate self-expression assumes a form of an aestheticized
An increasing opposition of individual and mass stripps the concept
of mass culture of the aspect of uniformity. Instead, it becomes
an unorganized mass act of independent individuals, ethically equating
egoistic co-existence of individuals, who perceive others as a backdrop
for ones personal cultural value.
Our existence becomes communication without an answer, reflection without
a meaning. It means that mass culture and communication does not make
our life more complex or vulgar, simply the reality is related with
ever changing illusion moving from the experienced to the new.