§ Global Regional Review (GRR)

§ URL: http://dx.doi.org/10.31703/grr.2022(VII-I).17

A Critical Analysis of Pop Culture and Media

§ Vol. VII, No. I (Winter 2022) § Pages: 173 ‒ 184 § DOI: 10.31703/grr.2022(VII-I).17
§ p- ISSN: 2616-955X § e-ISSN: 2663-7030 § ISSN-L: 2616-955X

Shanawer Rafique * Mohsin Hassan Khan † Hira Bilal ‡

Abstract: Studies have revealed that in the age of digital media, popular culture has emerged as a
powerful phenomenon. With this in mind, this article critically examines how media is the key player
in promoting and reinforcing popular culture. Further, it illuminates the cultural shift with urbanization
and industrial progress. In this regard, available literature of the past twenty years has been critically
reviewed. This piece of research confers different sources of popular culture such as movies, TV
programs, online video gaming, politics, music, sports, advertisements, e-commerce, and mobile
applications and describes the significant role of the media in popularizing and endorsing it. This study
concludes that the media has played a significant role in cultural change and that the media and pop
culture are inter-reliant. This study also suggests that popular culture has a significant influence and
power that can be helpful for agenda setting and cultural diplomacy. Pop culture is dynamic and the
media plays a crucial role in promoting popular culture.

Key Words: Culture, Popular Culture, Sources of Pop-Culture, Media

Introduction has highlighted different areas of life (from

daily life to fashion, sports, agriculture, online
The terrain of the research exploring the
marketing, tourism, showbiz, etc.) which are
relationship between media and society is
dependent on, and under the influence of the
expanding. It has become an irrefutable
media (See e.g., Hutchins, 2011; Kang & Kim,
reality that the proliferation of media in our
2017; Kim & Ko, 2010; Leung et al., 2013;
lives is unavoidable. As such every sphere of
Morris & James, 2017; Šerić & Praničević, 2018;
life and every aspect of society is under the
Shefrin, 2004; Singh et al., 2018). Research has
great influence of media. Being a part of the
also explored the different dimensions of the
mediatized world, our whole way of life has
evolving relationship between media and
transformed and is still under transition. This
society that consequently leads to cultural
whole way of life is called culture (Kraidy,
change.
2019). Ushanova (2015) argued that in our
mediatized world, the media plays an Considering the previous scholarship, the
extremely important role in shaping culture role of media in pop culture is an intriguing
and society. Similarly, Hepp et al. (2010) argue area in the field of culture and media. The
that this is a media-saturated society where importance of the field demands more
the media is influential from the individual to discussion and exploration in this area. This
societal level and has become part of the article specifically focuses on Popular Culture
fabric of culture. In this vein, ample research (Pop Culture) and takes a new look at the

* MPhil Scholar, School of Media and Communication Studies, University of Management and

Technology, Lahore, Punjab, Pakistan. Email: shanawerrafique@gmail.om (Corresponding Author)

† Assistant Professor, School of Media and Communication Studies, University of Management and

Technology, Lahore, Punjab, Pakistan.

‡ MPhil Scholar, School of Media and Communication Studies, University of Management and

Technology, Lahore, Punjab, Pakistan.

Citation: Rafique, S., Khan, M. H., & Bilal, H. (2022). A Critical Analysis of Pop Culture and Media. Global
Regional Review, VII(I), 173-184. https://doi.org/10.31703/grr.2022(VII-I).17
 Shanawer Rafique, Mohsin Hassan Khan and Hira Bilal

relationship between pop culture and media. Methodology

This review article explains what culture is
This research is qualitative as it is narrative,
and recounts the segregation of cultures like
descriptive, interpretive, and critical without
High, folk, and Pop culture alongside cultural
any numerical analysis. Qualitative research
paradigm shifts following the industrial
gives relaxation for the researcher’s
revolution, which lead to a better
predisposition as Cresswell (2003) posits that
understanding of (the emergence of) Popular
qualitative research is interpretative research
Culture. The current study examines different
where researchers make interpretations
mediatized sources of popular culture like
according to their personality, background,
movies, TV programs, online video gaming,
history, and personal understanding. Review
politics, music, sports, advertisements, e-
articles are a major part of qualitative
commerce, and mobile apps to describe the
research. For this review article, available
significant role of media in promoting and
research of the previous twenty years has
formulating pop culture. This study further
been critically reviewed keeping in view the
provides future insights to show the
contents and framework of the article, and
importance and power of popular culture and
then synthesized as an integrative review.
the crucial role of media.
Explaining integrative review Torraco (2005)
posits that previous research is critically
Theory of Mediatization reviewed and synthesized to create new
This research is related to the role of media in knowledge and perspectives on the topic.
social and cultural change, which correlates Torraco further maintains that the objectives
with the theory of mediatization. The theory and products of an integrative review are new
of mediatization argues that social institutions ideas and viewpoints for the field of research.
are going through a transition under the Hence, the objective of this research is to
influence of media logic. Politics, society, and create new perspectives on the topic that
the media industry itself have changed and would take the researchers to new knowledge
become dependent on media (Nie et al., 2014). and ideas for further research in the field.
Initially, this theory was used to understand
the relationship between media and politics Understanding Pop-Culture
(Asp,1986; as cited in Nie et al., 2014). At that
We can better understand Popular Culture if
time the media was instrumentalized by the
we are conceptually clear about what is
politicians and driven by political logic,
culture? Culture has been defined in many
however, currently, this is the media logic’s
ways through different perspectives taking
age as Jansson (2002) outlines, the role of
into account socio-geographical and
media has increased in society. The culture
normative considerations. For example,
was a social decision taken by the masses of
Kuper (2001) outlines different notions of
the society but now is determined
culture e.g., the romantic German notion of
significantly by the media. Thus, the media is
“Kultur” deals with spirituality, language, and
not merely a medium or carrier but also a
national identity while in terms of the French
provider of cultural products and beliefs.
enlightenment, culture is a search for
Likewise, Ushanova (2015) describes the
excellence and progress in universal terms. In
theory of mediatization as a continuous
contrast, British social views about culture
process of social change just like
revolve around the tension between high and
individualization and globalization.
low, elite and working-class. The American
According to the researcher, the theory is still
notion explains culture as a whole way of life.
at a fledgling stage but has gained recognition
There are different understandings of culture
in the international community of
(Storey, 2021). Spencer-Oatey (2021) posits
communication studies. Mediatization
that culture is an ambiguous collection of
shapes and constitutes modernity, and
traditions, standards, life dimensions, beliefs,
enlightens social and cultural change in the
and social contracts which are shared by
settings of media change.
people collectively and affect an individual’s
behavior and the way of understanding other

174 Global Regional Review (GRR)

A Critical Analysis of Pop Culture and Media

people’s behaviors. Combining several Popular culture is a culture that is used by the
definitions in another study, Spencer-Oatey public at the mass level. Storey (2021) pens
(2012) describes the features of culture. that popular culture is the culture that is well-
Spenser-Oatey claims that culture consists of liked and accepted by major segments of
different layers. It is a gradual process that can society. Similarly, focusing on American fast-
be learned at the individual and social levels. food chains, Febrina (2019) theorizes that
This is a whole way of life that includes so American pop culture is reputed due to the
many things like routine life activities, living production of famous products e.g., their
styles, traditions, values, food, means of food chains like McDonald's, Pizza Hut, and
entertainment, etc. and just as importantly KFC. Further, in the same vein, Crossman
can be associated with gender, age, ethnicity, (2019) underlines that the term “Popular
organizational affiliations, and national Culture” was coined in the 19th century and it
identity. includes the products which are expended by
In a society, culture can be segregated the major part of the society e.g., music, art,
mainly into three parts which are known as literature, fashion, dance, film, cyberculture,
high culture, folk culture, and pop- culture television, etc. The researcher further adds
(popular culture). High culture consists of the that sometimes pop culture is
texts and practices considered elite or of the instrumentalized by the powerful entities to
highest class. Practices like opera, horse suppress the common masses to achieve
racing, ballet, golf, artworks in galleries, and their objectives. However, Stuart Hall (1998; as
texts like works of Shakespeare, are included cited in Kraidy, 2019) from the British school
in high culture. High culture is adopted by and of thought on class system views popular
affordable to the specific elite segments of culture exclusively as a constant counterforce
society (Delaney, 2007). In the same line, against the dominant culture.
Debnath (2019) claims, “High culture is a The industrial revolution caused the
collection of ideologies, beliefs, thoughts, emergence of pop culture. Many scholars take
trends, practices, and works--intellectual or pop culture as a product of industrialization
creative-that is intended for refined, cultured and urbanization. For example, according to
and educated elite people” (p.274). Whereas Parker (2011), there can be different
folk culture is regional, local, rural and simple definitions of pop culture but one thing is
culture. It is also conservative (Delaney, 2007) certain, it emerged right after industrialization
because innovation and new trends are not and urbanization. In the late 18th century, the
encouraged in folk culture. It passes through industrial revolution changed the social
generations and stays constant, for example, horizon drastically and initiated urbanization
traditional food, regional traditions, dress, and technological growth. In the run towards
folk music, etc. Two factors are common innovation and progress, people started
between high and folk culture that both are migrating from rural to urban areas. This was
produced and consumed at a specifically the paradigm shift from folk culture to pop
limited scale by the elite and subordinate culture. People from different rural areas with
class respectively. Extricating folk culture and different backgrounds started living together
pop culture, Nestor García-Canclini (1995; as and following things in common to live life.
cited in Kraidy, 2019) argues that cultural These circumstances gave birth to
developments do not hurt traditional culture commercialization, mass production-mass
and traditional culture does not represent consumption, and formed a commercial and
popular culture. corporate social culture. Popular culture is a
Popular Culture that is also called “pop social glue for the people of the same interest
culture” (Zhi’ang,1999; as cited in Kraidy, and is driven by the corporate sector for
2019), has been complex to understand profit-making objectives (Dolby, 2003).
throughout its definitional voyage. It has been Kraidy (2019) also describes popular culture
intermingled with folk culture for decades as an outcome of late capitalism and a
but with time and after the amount of product of industrialization used to re-
research in the field, pop culture now has its educate people to be fitted into the
separate identity and definitional map. capitalistic model of economics. It is not

Vol. VII, No. I (Winter 2022) 175

 Shanawer Rafique, Mohsin Hassan Khan and Hira Bilal

static; rather it is a continuous and dynamic (2007) argued, that though movies are not
process. As such pop culture can be reliable sources of knowledge, they still can
explained in multiple ways. It is a culture that be helpful in teaching and understanding
is mass-produced, mass-consumed, and certain biological concepts like animal
well-liked by society. It also presents a evolution, cloning, genetics, etc. Movies can
cultural tussle between the high and low also change perception, for example, Febrina
classes. It serves the corporate sector and is a (2019) articulated that America highlighted a
need to survive in capitalism. few characters in Japanese adapted movies
that changed the perception of the masses
towards characters. For instance, Hachi (A
Sources of Pop-Culture loyal dog) influenced the perception
regarding dogs and many products depicted
Mass media is a driving force and with the loyal dogs in marketing later. Godzilla was
invention of digital media, it has become also presented as an American character and
more impactful and powerful. There was a perceived as a savior of the Americans.
radical change in culture after mass media Movies are also impactful and powerful tools
and technological developments in of propaganda as Elezaj (2019) recounted,
communication modes. The media has movies had been used and instrumentalized
constituted and promoted culture. Our lives politically, socially, and economically; for
are significantly dependent on media and so instance, Adolf Hitler used movies as
is culture. Increasing dependency on media propaganda tools in the second world war. He
has led to mediatized culture like print, further stated that movies form culture, teach
graphic, audiovisual and digital mediatization. history, create awareness and also inspire.
Media use is closely linked with social change Exploring the cultural impact of cinematic
and formulates pop culture. The culture that media Naeem et al. (2020) argue that
is dependent on media is referred to as Hollywood movies are causing cultural
mediatized culture (Fornäs, 2014). Hence, imperialism. These movies not only promote
sources of pop culture dependent on media western culture in Pakistan but also have
can be called “mediatized sources of pop substantial effects on the attitude and moral
culture”. These sources are the veridical values of Pakistani youth. Similarly, in another
examples of pop culture which are mass- article Jones (2018) described socially
produced, mass-consumed, commercialized, impactful movies with their subjects e.g.,
and highly adopted and liked by the major Crazy Rich Asians highlighted the issue of
segment of society. Considering the level of representation and class system, Green Book
dependency of pop culture on media, these highlighted the issue of racism, A Private War
mediatized sources of pop culture are highlighted the issue of war, Shoplifters
inevitable to discuss to irradiate how media is highlighted the issue of poverty, Three
formulating and promoting pop culture. Identical Strangers highlighted the issue of
Mediatized sources of pop culture are films, medical ethics and mental health, The Hate
TV programs, online gaming, politics, music, You Give highlighted police misconduct,
sports, advertisements, e-commerce, and Black Panther highlighted colonialism and
mobile applications. technology. Few movies can be highly
impactful in real life as the movie Fight Club,
Films released in 1999 caused a rapid increase in
Films have played a decisive role in the real-life fight clubs not only in the USA but
growth of popular culture. They are widely across international borders and gave birth to
produced and watched at the national and Moscow and Thai fight club circuits. The
international levels with huge impact and movie Day after tomorrow made people
reach in various social spheres. People with concerned about the issue of global warming.
different demographics started living The movie Super-Size Me caused the
together and following the speech, dressing backlash to fast food and McDonald’s had to
style, and behavior of their common heroes close their “Super-Size Me” offer (Platt
on the silver screen (Libraries, 2010). Rose College, n.d.). Animated films are also a major

176 Global Regional Review (GRR)

A Critical Analysis of Pop Culture and Media

part of the industry. Children and adults both that video games have become a part of pop
enjoy animated movies as these movies culture in this advanced age. Players play
depict imagination and fairy tales that give a online games because they receive rewards
sense of possibilities and positivity. There are and self-respect after achievements that
millions of subscribers of digital media make them feel productive. Online gaming is
platforms like Netflix, Disney+, HBO Max, and very popular among youth. For example, Seok
Amazon Prime Video to watch films and & Dacosta (2012) outlined that 75% of South
movie seasons that make them pop culture. Korean youth are online gaming addicted.
The video gaming industry largely expanded
TV Programs in the last two decades (Biegun et al., 2021). A
report by Entertainment Software
TV programs are a major source of pop
Association (2021) points out that only in
culture. They include morning shows,
America, 227 million people play video games
dramas, political talk shows, reality TV shows,
from different age and gender groups which
cooking shows, fashion shows, etc. TV
increased amid Covid-19. Richter (2020)
programs are great influencers in national
underlines that in 2019, the gaming industry’s
and international media (Coban, 2016).
revenue was $145.7b leaving behind the Box
Panama Leaks hype was created by the media.
office and music industry with $42.5b and
A plethora of media and political discourse
$20.2b revenue respectively. In 2020, the
was produced. Every political talk show was
total revenue of the PC game industry was
discussing it until it resulted in the ending of
$37b and that of the mobile gaming industry
many political regimes and shook the political
was $77b just in the USA (Clement, 2021).
world. Reality TV has also emerged
Plenty of research is available on the
powerfully. Yang (2014) described reality TV
psychological effects of video gaming and
shows as real people shows, in which real
health hazards, as well as the benefits of the
people exhibit their skills to the viewers.
evolution of gaming. The scale of
Giving the example of the reality singing show
consumption and statistics enlightens online
Super Voice Girl (SVG) Zhao (2018) concludes gaming as pop culture.
that reality TV shows can influence and
support national politics, ideology, economy,
and policymaking. SVG presented the Politics
concept of queer and differentiated it from Street (2020) claims that the relationship
Lesbian, which was accepted by the between pop culture and politics is historical.
entertainment industry. Reality TV shows like Relating to the recent past, he gives the
The Voice, America’s Got Talent, Dance India example of Trump that was presented as a
Dance, and India Got Talent create heroes rock star by the pop culture from Hollywood
from zero and have massive viewership. to the wrestling arena. Imran Khan from
Cooking shows modify and enhance our food Pakistan and Boris Johnson from the UK were
culture whereas fashion shows highlight and the same cases. According to Kraidy (2019), In
shape dressing trends prevailing in societies. popular culture, the media is used as an
TV dramas are also significantly impactful on instrument by power blocks and politicians.
culture. Turkish drama Ertugrul Ghazi is a People follow politicians and political parties
supreme example of popular culture with like fans follow their stars from showbiz. At
transnational viewership. Pakistani dramas the domestic level, politicians use emotional
are also having a noticeable impact on rhetoric like nationalism in media to have
national culture. their objectives accomplished. It also
promotes political activism. Play cards with
Online Gaming different slogans are the perfect examples of
the phenomenon. According to Coban (2016),
With technological developments, digital
In international politics, numerous news
media promoted real-life experiences in the
agencies are playing their role in making
shape of online games. A video game is an
international relations. The media plays an
electronic game that is played on devices like
important role in foreign policy amassing
PCs and mobile phones. Reid (2014) claims
audiences on major subjects like war, peace,

Vol. VII, No. I (Winter 2022) 177

 Shanawer Rafique, Mohsin Hassan Khan and Hira Bilal

and diplomacy. In this age of social media, that putting that event on the list of most-
nationally and internationally, every political watched sports events in history. The
party and politician is reaching the masses international community consumes sports at
through FB pages and Twitter handles, etc. a vast level, for instance, according to FIFA
They have social media cells to propagate and (2018), during the FIFA world cup 2018 in
set agendas. Digital media comparatively Russia, 130 million fans used FIFA's official
provides better platforms to politicians in website and Apps and 120 million individuals
terms of reach and effectiveness evaluation. followed FIFA on social media pages.
Abundant political accounts are being Highlighting the acceleration of media sports
operated officially and unofficially. Being culture Hutchins (2011) argued that in this
well-liked, massively consumed, and vastly digital age a huge number of players use
accessed through media; politics also forms a Twitter and other massaging platforms to stay
significant part of pop culture. in touch with their fans and social circle
instantly. This high-scale consumption shows
Music that sports are a part of popular culture.
Music is one of the fast-growing industries in
the world. The singers are celebrities and
Advertisements
media influencers. Hollander (2010) As mentioned above, popular culture is also
explained this celebrity cult phenomenon as about commercialization. It has a process of
part of pop culture that emerged with the production, consumption, and reproduction.
death of Michael Jackson which outshined the In the age of marketing, advertising has a
other programs and news stories for days. supreme place in accelerating this process.
Hollander further claims that in the light of Advertisements are the blood of media in
modernity, current music is a blend of several terms of revenue generation. This is known to
genres that is taken as an element of a shared be the most powerful tool of promotion and
culture. Hollywood singers are recognized persuasion. People are influenced by
across the borders with millions of fans and advertising and it also brings about new
followers on social media. The acceptance of trends in society and in turn causes cultural
singers from one culture or geographical evolution. As mentioned earlier, the British
region to another is a popular source of notion of pop culture is based on class
cultural exchange (for example English differences and the struggle for compatibility.
singers in Bollywood and vice versa and also It urges the lower class to compete with the
Pakistani singers singing for Bollywood). upper class. Advertisements motivate
Music has vast consumption and has become individuals to be compatible in society. For
an international source of entertainment that example, an ideal body image for women is
makes it a source of popular culture. There presented as thin is beautiful, which then
are so many music websites and applications fosters body dissatisfaction. Advertisements
such as YouTube, bestsongs.pk, Patari, urge women to reshape their bodies using
Deezer, Sound clouds, Spotify, etc. different products (Bloom Ads, 2021). With
globalization, multinational advertising has
Sports approached the market as commercialization
has also increased. Multinational
When entertainment is a source of culture,
corporations produce at a mass level and then
sports share a big part of it. Many major sports
advertise on the international level for
events are ranked in popular culture because
transnational consumption. Such advertising
they are watched and followed by millions of
has noticeable effects on culture. A study by
the followers such as the world cups and
Ochonogor & Nwachukwu (2019) concluded
Olympics. Diverse international masses from
that the advertising campaign of Coca-Cola
different regions watch and access such
influenced the youth of Nigeria by changing
mega-events through mass media (Delaney,
their partialities in routine life. Numerous
2007). In an article Baker (2020) illuminated
advertising campaigns, hundreds of ads, and
that Cricket World Cup 2019 hosted by
enormous consumption make advertisement
England was watched by 2.6 billion viewers
a crucial part of pop culture.

178 Global Regional Review (GRR)

A Critical Analysis of Pop Culture and Media

E-Commerce Zoom, Messenger, Snapchat, and telegram

were also downloaded by millions. Web 2.0
Efendioglu & Yip (2004) argue that with the
has enabled content generation therefore
expansion of internet connectivity there is
these applications are not only promoting but
growth and acceptance of E-Commerce. E-
also producing pop culture. There is a
Commerce has emerged as a rapidly growing
mushrooming growth of dating apps as well.
popular culture in the international arena,
All major websites and digital platforms have
especially amid the COVID-19 pandemic,
apps. Banks have digital applications for
when markets were closed to maintain social
online banking. Digital platforms like
distance, many a merchant and shopkeeper
LinkedIn, Netflix; different state and global TV
shifted their businesses online which then
channels, and newspapers like PTV, BBC,
accelerated E-commerce (Bhatti et al., 2020).
CNN, Aljazeera, The Nation, New York Times,
United Nations Conference on Trade and
etc. have their digital apps. Focusing on
Development (UNCTAD) (2018) also posits
TikTok specifically, there are millions of users
that Covid-19 not only fast-tracked online
of TikTok globally so this consumption and
shopping but also changed the online
usage can be called pop culture (Zuo & Wang,
shopping tendencies that might be lasting.
2019). The high scale of consumption and
Besides this Covid-19 situation, many online
availability of numerous apps on app stores
business giants are already prominent across
with millions of downloads and reviews make
the world. For example, Amazon, a major
apps pop culture.
online shopping website, has a share in
electronics sales of 26.3% which is almost ¼
of total electronics sales, and also grasps the Pop Culture and Cultural Diplomacy
e-book market to 79% in the UK (Reid, 2014). Observing the power of pop culture
According to FORTUNE (2014), Amazon is supported by the media, some researchers
ranked 2nd in the world's most admired have claimed that in the future pop culture
companies list. Amazon is also the number can be used for transnational agenda setting
one investor in the USA with 34 billion dollars and cultural diplomacy through cultural
in infrastructural investment and 400,000 imperialism. Referring to the Korean cultural
jobs created only in 2020 (Amazon, 2021). wave Jung (2019) proposes that pop culture
The online transport service Uber is another can be used for cultural agenda setting
example of popular e-commerce that is through media. The researcher further claims
operating in 65 countries and 450 cities of the that it can alter the perception of the
world with 1.5 billion USD annual revenue international audience about any specific
and 62.5 billion USD worth (Manangi, 2017). nation and this use of pop culture is called
There are also many other websites (Ali Baba, pop culture diplomacy and soft power
Draz. pk, eBay, OLX, etc.) that share a large (Iwabuchi, 2015). Similarly, Sawada (2016)
public interest and are used for online outlines that the promoters of pop culture
shopping and other services locally and diplomacy connect it with public diplomacy,
internationally. It makes E-commerce pop cultural diplomacy, and soft power. The
culture. research further explains pop culture
diplomacy as cultural diplomacy that is
Mobile Applications mainly reliant on pop culture.
As the digital revolution took the world by
storm, mobile applications (Apps) have Conclusions
emerged as pop culture in terms of their Considering reviewed literature, it is
mammoth use. TikTok, YouTube, Facebook, concluded that everything that is produced,
WhatsApp, Instagram, Zoom, etc. are a few of used, consumed, watched, and followed by
the major apps. Curry (2022) articulates that common masses at a large scale is called pop
in 2020, globally downloads of TikTok, culture. This research supports the theory of
WhatsApp, Facebook, and Instagram were mediatization on its claim that media has
850 million, 600 million, 540 million, and changed the culture and that our society is
503 million respectively. Other Apps like getting more dependent on media. The media

Vol. VII, No. I (Winter 2022) 179

 Shanawer Rafique, Mohsin Hassan Khan and Hira Bilal

has played an important role in cultural in the media industry and also above-
change and is still a main and strong player in mentioned sources of popular culture are
formulating and promoting popular culture. becoming more influential in society and its
Pop culture and media are interconnected, culture with huge consumption. Media
inter-reliant, and have a strong bond. Keeping platforms and media users are increasing
in view the above-mentioned mediatized simultaneously which makes the media a
sources of popular culture; which are powerful driving force in social and cultural
massively used and consumed, it can be change. Developments in the media industry,
maintained that media and pop culture work cultural change, and increasing dependency
for each other. In all the sources of popular on media demand more research in this area.
culture, the media is being used as a Pop culture has emerged as a national and
moderator, player, and facilitator. Since international power that would flourish more
popular culture is a dynamic and continuous in the future with the expansion and
process, the media will always play a certain availability of the media. There will be more
crucial role in popular culture because dimensions of the phenomenon to be
mediatized sources of popular culture are explored because this age is the age of big data
increasing with technological developments and datafication.

180 Global Regional Review (GRR)

A Critical Analysis of Pop Culture and Media

References https://www.businessofapps.com/data/
most-popular-apps/
Amazon. (2021, June 2). Amazon ranked No. 1
Debnath, K. (2019). Between High Culture and
investor in America.
Low Culture; and also The Difference
https://www.aboutamazon.com/news/jo
Between Popular Culture and Folk
b-creation-and-investment/amazon-
Culture. SMART MOVES JOURNAL
ranked-no-1-investor-in-america
IJELLH, 7(8), 12.
Baker, A. (2020, February 7). The Most
https://doi.org/10.24113/ijellh.v7i8.9572
Watched Sporting Events in The World -
Delaney, T. (2007). Pop Culture: An Overview
Roadtrips.
| Issue 64 | Philosophy Now.
https://www.roadtrips.com/blog/the-
https://philosophynow.org/issues/64/Po
most-watched-sporting-events-in-the-
p_Culture_An_Overview
world/
Dolby, N. (2003). Popular Culture and
Bhatti, A., Akram, H., Basit, H. M., Khan, A. U.,
Democratic Practice. In Harvard
Mahwish, S., Naqvi, R., & Bilal, M. (2020).
Educational Review 73(3), (258–284).
E-commerce trends during COVID-19
https://doi.org/10.17763/haer.73.3.l22546
Pandemic. International Journal of Future
6l06204076
Generation Communication and Efendioglu, A. M., & Yip, V. F. (2004). Chinese
Networking, 13(2), 1449–1452.
culture and e-commerce: An exploratory
Biegun, J., Edgerton, J. D., & Roberts, L. W.
study. Interacting with Computers, 16(1),
(2021). Measuring Problem Online Video
45–62.
Gaming and Its Association With
https://doi.org/10.1016/j.intcom.2003.11.
Problem Gambling and Suspected
004
Motivational, Mental Health, and
Elezaj, R. (2019, December 2). How Do Movies
Behavioral Risk Factors in a Sample of
Impact our Societies. Mystory.
University Students. Games and Culture,
https://yourstory.com/mystory/how-
16(4), 434–456.
movies-impact-societies/amp
https://doi.org/10.1177/155541201989752
Entertainment Software Association. (2021).
4
Essential Facts About the Computer and
Bloom Ads. (2021). How Pop Culture Impacts
Video Game. Entertainment Software
Your Advertising.
Association.
https://blog.bloomads.com/blog/how-
https://www.theesa.com/resource/2021
pop-culture-impacts-your-advertising
-essential-facts-about-the-video-game-
Clement, J. (2021, April 29). Video game
industry/
industry - Statistics & Facts | Statista.
Febrina, D. P. (2019). Hybridity In Popular
https://www.statista.com/topics/868/vid
Culture: A Transnational Analysis Of
eo-games/
American Adaptations Of Japanese
Coban, F. (2016). The Role of the Media in
Movies In 21st Century. Rubikon: Journal
International Relations: From the CNN
of Transnational American Studies, 4(1),
Effect to the Al –Jazeere Effect. Journal of
75.
International Relations and Foreign
https://doi.org/10.22146/rubikon.v4i1.478
Policy, 4(2), 45–61.
57
https://doi.org/10.15640/jirfp.v4n2a3
FIFA. (2018, June 29). FIFA.
Cresswell, J. W. (2003). Research Design:
https://www.fifa.com/tournaments/men
Qualitative, Quantitative, and Mixed
s/worldcup/2018russia/news/fans-
Methods Approaches (Second). SAGE
drive-record-digital-interest-in-fifa-
Publication, Ltd.
world-cup
Crossman, A. (2019, December 9). The
Fornäs, J. (2014). Mediatization of popular
Definition of Marriage in Sociology.
culture. In Mediatization of
ThoughtCo.
Communication (483–504). Walter de
https://www.thoughtco.com/marriage-
Gruyter GmbH.
3026396
https://doi.org/10.1515/9783110272215.48
David Curry. (2022, September 14). Most
3
Popular Apps (2022) - Business of Apps.

Vol. VII, No. I (Winter 2022) 181

 Shanawer Rafique, Mohsin Hassan Khan and Hira Bilal

Fortune. (2014). Worlds Most Admired https://doi.org/10.1108/JFMM-08-2016-

Companies. CNN Money. 0071
https://fortune.com/worlds-most- Kim, A. J., & Ko, E. (2010). Impacts of luxury
admired-companies/2021/ fashion brand’s social media marketing
Hepp, A., Hjarvard, S., & Lundby, K. (2010). on customer relationship and purchase
Mediatization - Empirical perspectives: intention. Journal of Global Fashion
An introduction to a special issue. Marketing, 1(3), 164–171.
Communications, 35(3), 223–228. https://doi.org/10.1080/20932685.2010.1
https://doi.org/10.1515/COMM.2010.012 0593068
Hollander, P. (2010). Michael Jackson, the Kraidy, M. M. (2019). Popular Culture. In
celebrity cult, and popular culture. Curran James & Hesmondhalgh David
Society, 47(2), 147–152. (Eds.), Media and Society (21–36).
https://doi.org/10.1007/s12115-009- Bloomsbury Academic.
9294-6 https://www.academia.edu/39303546/
Hutchins, B. (2011). The acceleration of media Media_and_Society_6th_edition
sport culture: Twitter, telepresence and Leung, D., Law, R., van Hoof, H., & Buhalis, D.
online messaging. Information (2013). Social Media in Tourism and
Communication and Society, 14(2), 237– Hospitality: A Literature Review. In
257. Journal of Travel and Tourism Marketing
https://doi.org/10.1080/1369118X.2010.5 30(1–2), (3–22).
08534 https://doi.org/10.1080/10548408.2013.7
Iwabuchi, K. (2015). Pop-culture diplomacy in 50919
Japan: Soft power, nation branding and Libraries. (2010). 8.3 Movies and Culture –
the question of ‘international cultural Understanding Media and Culture.
exchange.’ International Journal of Understanding Media and Culture: An
Cultural Policy, 21(4), 419–432. Introduction to Mass Communication;
https://doi.org/10.1080/10286632.2015.1 University of Minnesota Libraries
042469 Publishing.
Jansson, A. (2002). The mediatization of https://open.lib.umn.edu/mediaandcult
consumption: Towards an analytical ure/chapter/8-3-movies-and-culture/
framework of image culture. Journal of Manangi, S. (2017, August 1). Uber’s global
Consumer Culture, 2(1), 5–31. expansion strategy - “Think local to
https://doi.org/10.1177/14695405020020 expand global” – will it work for startups?
0101 | LinkedIn.
Jones, O. (2018, December 21). The 15 most https://www.linkedin.com/pulse/ubers-
significant social impact films of 2018 - global-expansion-strategy-think-local-
USC News. expand-work-manangi/
https://news.usc.edu/153288/the-15- Morris, W., & James, P. (2017). Social media, an
most-significant-social-impact-films- entrepreneurial opportunity for
of-2018/ agriculture-based enterprises. Journal of
Jung, H. (2019). Agenda-setting in the realm of Small Business and Enterprise
popular culture: The case of the Korean Development, 24(4), 1028–1045.
Wave in East Asia. Global Media and https://doi.org/10.1108/JSBED-01-2017-
Communication, 15(3), 361–377. 0018
https://doi.org/10.1177/174276651987278 Naeem, T., Khan, M. H., & Khaliq, F. A. (2020).
2 Cultural Imperialism through Hollywood
Kang, J. Y. M., & Kim, J. (2017). Online customer Cinematic Media on Pakistani Youth.
relationship marketing tactics through International Journal of Media and
social media and perceived customer Information Literacy, 5(1), 90–102.
retention orientation of the green retailer. https://doi.org/10.13187/IJMIL.2020.1.90
Journal of Fashion Marketing and Nie, K. S., Kee, C. P., & Ahmad, A. L. (2014).
Management, 21(3), 298–316. Mediatization: A Grand Concept or
Contemporary Approach? Procedia -

182 Global Regional Review (GRR)

A Critical Analysis of Pop Culture and Media

Social and Behavioral Sciences, 155, 362– Šerić, M., & Praničević, D. G. (2018).
367. Consumer-Generated Reviews on Social
https://doi.org/10.1016/J.SBSPRO.2014.10. Media and Brand Relationship Outcomes
306 in the Fast-Food Chain Industry. Journal
Ochonogor, C. I., & Nwachukwu, F. G. (2019). of Hospitality Marketing and
Transnational Advertising of Coca Cola Management, 27(2), 218–238.
and the Adoption of Pop Culture among https://doi.org/10.1080/19368623.2017.1
Youths in South-South Region of Nigeria. 340219
AFRREV IJAH: An International Journal of Shefrin, E. (2004). Lord of the Rings, Star
Arts and Humanities, 8(4), 28–43. Wars, and participatory fandom:
https://doi.org/10.4314/ijah.v8i4.3 Mapping new congruencies between the
Parker, H. N. (2011). Toward a Definition of Internet and media entertainment
Popular Culture. History and Theory, 50, culture. Critical Studies in Media
147–170. Communication, 21(3), 261–281.
Platt College. (n.d.). Film and Society: How https://doi.org/10.1080/0739318042000
Films Impact Society and Popular Culture 212729
| Platt College San Diego. Singh, A., Shukla, N., & Mishra, N. (2018). Social
https://platt.edu/blog/film-society- media data analytics to improve supply
films-impact-society-popular-culture/ chain management in food industries.
Reid, A. J. (2014, January 29). Video Games as Transportation Research Part E: Logistics
Popular Culture. We may all have played and Transportation Review, 114, 398–415.
one once, but… | by Andrew J. Reid | https://doi.org/10.1016/j.tre.2017.05.008
Medium. Spencer-Oatey, H. (2012). What is culture? A
https://medium.com/@ajreid93/video- Compilation of Quotations. GlobalPAD
games-as-popular-culture- Core Concepts.
49d22adbd091 https://warwick.ac.uk/fac/soc/al/globalp
Richter, F. (2020, September 22). Chart: ad-
Gaming: The Most Lucrative rip/openhouse/interculturalskills_old/gl
Entertainment Industry By Far | Statista. obal_pad_-_what_is_culture.pdf
https://www.statista.com/chart/22392/g Spencer-Oatey, H. (2021). British and Chinese
lobal-revenue-of-selected- Reactions to Compliment Responses. In
entertainment-industry-sectors/ Culturally Speaking Second Edition
Rose, C. S. (2007). Biology in the movies: Using (Second). Continuum.
the double-edged sword of popular https://doi.org/10.5040/9781350934085.
culture to enhance public understanding ch-005
of science. Evolutionary Biology, 34(1–2), Storey, J. (2021). Cultural Theory and Popular
49–54. https://doi.org/10.1007/s11692- Culture: An Introduction. In Cultural
007-9001-8 Theory and Popular Culture: An
Sawada, C. (2016). The promise and limits of Introduction. Taylor and Francis.
“pop culture diplomacy” in East Asia: https://doi.org/10.4324/9781003011729
Contexts-texts-reception. In M. Berry & Street, J. (2020). Popular culture and political
C. Sawada (Eds.), Divided Lenses: Screen communication. Comunicazione Politica,
Memories of War in East Asia (220–251). 21(1), 129–140.
University of Hawaii Press. https://doi.org/10.3270/96428
https://doi.org/10.1515/9780824858179- Torraco, R. J. (2005). Writing Integrative
012 Literature Reviews: Guidelines and
Seok, S., & Dacosta, B. (2012). The world’s most Examples. Human Resource
intense online gaming culture: Addiction Development Review, 4(3), 356–367.
and high-engagement prevalence rates https://doi.org/10.1177/153448430527828
among South Korean adolescents and 3
young adults. Computers in Human Unctad. (2018, October 8). COVID-19 has
Behavior, 28(6), 2143–2151. changed online shopping forever, survey
https://doi.org/10.1016/j.chb.2012.06.019 shows | UNCTAD.

Vol. VII, No. I (Winter 2022) 183

 Shanawer Rafique, Mohsin Hassan Khan and Hira Bilal

https://unctad.org/news/covid-19-has- 540). John Wiley & Sons, Inc.

changed-online-shopping-forever- https://www.academia.edu/download/4
survey-shows 0502071/Reality_Talent_Shows_in_China
Ushanova, I. A. (2015). Mediatization of .pdf
Communication: from Concept to Zhao, J. J. (2018). Queer, yet never lesbian: a
Theory. Journal of Siberian Federal ten-year look back at the reality TV
University. Humanities & Social Sciences, singing competition show Super Voice
8(11), 2703–2712. Girl. Celebrity Studies, 9(4), 470–486.
https://doi.org/10.17516/1997-1370- https://doi.org/10.1080/19392397.2018.1
2015-8-11-2703-2712 508957
Williams, R. H., & Kuper, A. (2001). Culture: Zuo, H., & Wang, T. (2019). Analysis of Tik Tok
The Anthropologists’ Account. User Behavior from the Perspective of
Contemporary Sociology, 30(3), 302. Popular Culture. Frontiers in Art
https://doi.org/10.2307/3089289 Research, 1(3), 1–05.
Yang, L. (2014). Reality talent shows in China. https://doi.org/10.25236/FAR.20190301
In L. Ouellette (Ed.), Academia.edu (516–

184 Global Regional Review (GRR)