Culture

"The Hype Cycle"

I referenced this n+1 article about the "hype cycle" in the previous post, but it's worth, well, hyping. Mocking the odious New York magazine-style approval matrices, the author compares the fluctuating social capital of cultural goods to asset bubbles, lamenting that media hype "transforms the use value of a would-be work of art into its exchange value." In other words, we don't judge art by its underlying fundamentals; instead we trade on their momentum. I'm skeptical that those things can be separated. The degree that pop culture is enjoyed privately isn't going to be expressed in the public sphere, where opinions become hype because they become part of one's identity posturing. The private enjoyment can simply be experienced; the direct pleasure of listening to a song need not be mediated to be felt. What does need mediation is the pleasure of being culturally relevant, being part of the zeitgeist or ahead of it.

So how we "use" culture depends a great deal on how we regard it contextually. Without context, there isn't much there to consume -- it's not as though the intrinsic qualities are so deep and sophisticated. That private pleasure goes only so far, and if we were after that private pleasure alone, we'd consume something other than the culture that's mainly relevant because it is contemporary. Rather, with pop culture, we are consuming context in object form; we are choosing to engage our times through an artifact, be part of the cultural conversation. This may be why most people don't mind hype and, in fact, respond positively to it. Hype gives us a reason to consume, an opportunity to get something beyond the things' intrinsic qualities. We can passively consume things that were once required activity: participation, a sense of belonging to something larger, a sense of being excited. Hype sucks primarily when you have a lot of free time to discover things to be excited about on your own -- a luxury for most people who are not pop-culture connoisseurs. For everyone else, the vicarious excitement of hype is welcome -- an efficient solution for not having enough leisure (or imagination) to become excited from scratch, entirely on our own.

The main use value of popular culture -- what makes it popular -- is its ability to signal one's personality in the public sphere. (The n+1 article limits what one might signal through culture to the reputation of connoisseurship, but most people don't seem to care about that. They want to belong, not be singled out as snobs.) What gives popular culture that capacity is its widespread distribution and its malleable substance, and often it's made with that kind of negative capability in mind. It is intentionally indeterminate, or in other words, "shallow." Hype, then, does reinforce the generic, insubstantial qualities of pop culture by expanding the base that can relate to it, creating network effects and magnifying the feelings of participation it conveys and communicating potential it has. A feedback loop is created: the shallower culture is, the more useful it is to us in the ways hype amplifies, and more hype proliferates and highlights cultural superficiality. This cycle tends to abrogate pop culture for those who want to experience it as connoisseurs (the brunt of the n+1 complaint). Hype makes us (happily, for many of us) have to consume culture as zeitgeist; it ceases to be an occasion to express our refined tastes. Instead, it liberates us from having to worry about tastes at all.

Of course, there is still public discussion of culture that is not hype, but it happens on a parallel track, only among parties that have established their bona fides with one another. Often, that means talking to oneself.


Music

Books

Film

Recent
Film

The Dance of Male Forms in Denis' 'Beau travail'

Claire Denis' masterwork of cinematic poetry, Beau travail, is a cinematic ballet that tracks through tone and style the sublimation of violent masculine complexes into the silent convulsions of male angst.

Music

The Cradle's 'Laughing in My Sleep' Is an Off-kilter Reflection of Musical Curiosity

The Cradle's Paco Cathcart has curated a thoughtfully multifarious album. Laughing in My Sleep is an impressive collection of 21 tracks, each unapologetic in their rejection of expectations.

Music

Tobin Sprout Goes Americana on 'Empty Horses'

During the heyday of Guided By Voices, Tobin Sprout wasn't afraid to be absurd amongst all that fuzz. Sprout's new album, Empty Horses, is not the Tobin Sprout we know.

Film

'All In: The Fight for Democracy' Spotlights America's Current Voting Restrictions as Jim Crow 2.0

Featuring an ebullient and combative Stacey Abrams, All In: The Fight for Democracy shows just how determined anti-democratic forces are to ensure that certain groups don't get access to the voting booth.

Music

'Transgender Street Legend Vol. 2' Finds Left at London "At My Peak and Still Rising"

"[Pandemic lockdown] has been a detriment to many people's mental health," notes Nat Puff (aka Left at London) around her incendiary, politically-charged new album, "but goddamn it if I haven't been making some bops here and there!"

Music

Daniel Romano's 'How Ill Thy World Is Ordered' Is His Ninth LP of 2020 and It's Glorious

No, this is isn't a typo. Daniel Romano's How Ill Thy World Is Ordered is his ninth full-length release of 2020, and it's a genre-busting thrill ride.

Music

The Masonic Travelers Offer Stirring Rendition of "Rock My Soul" (premiere)

The Last Shall Be First: the JCR Records Story, Volume 1 captures the sacred soul of Memphis in the 1970s and features a wide range of largely forgotten artists waiting to be rediscovered. Hear the Masonic Travelers "Rock My Soul".

Music

GLVES Creates Mesmerizing Dark Folktronica on "Heal Me"

Australian First Nations singer-songwriter GLVES creates dense, deep, and darkish electropop that mesmerizes with its blend of electronics and native sounds on "Heal Me".

Music

Otis Junior and Dr. Dundiff Tells Us "When It's Sweet" It's So Sweet

Neo-soul singer Otis Junior teams with fellow Kentuckian Dr. Dundiff and his hip-hop beats for the silky, groovy "When It's Sweet".

Music

Lars and the Magic Mountain's "Invincible" Is a Shoegazey, Dreamy Delight (premiere)

Dutch space pop/psychedelic band Lars and the Magic Mountain share the dreamy and gorgeous "Invincible".

Film

What 'O Brother, Where Art Thou?' Gets Right (and Wrong) About America

Telling the tale of the cyclops through the lens of high and low culture, in O'Brother, Where Art Thou? the Coens hammer home a fatalistic criticism about the ways that commerce, violence, and cosmetic Christianity prevail in American society .

Music

Alexander Wren's "The Earth Is Flat" Wryly Looks at Lost Love (premiere + interview)

Singer-songwriter Alexander Wren's "The Earth Is Flat" is a less a flat-earther's anthem and more a wry examination of heartache.

Music

Big Little Lions' "Distant Air" Is a Powerful Folk-Anthem (premiere)

Folk-pop's Big Little Lions create a powerful anthem with "Distant Air", a song full of sophisticated pop hooks, smart dynamics, and killer choruses.

Music

The Flat Five Invite You to "Look at the Birdy" (premiere)

Chicago's the Flat Five deliver an exciting new single that exemplifies what some have called "twisted sunshine vocal pop".

Music

Brian Bromberg Pays Tribute to Hendrix With "Jimi" (premiere + interview)

Bass giant Brian Bromberg revisits his 2012 tribute to Jimi Hendrix 50 years after his passing, and reflects on the impact Hendrix's music has had on generations.

Jedd Beaudoin
Music

Shirley Collins' ​'Heart's Ease'​ Affirms Her Musical Prowess

Shirley Collins' Heart's Ease makes it apparent these songs do not belong to her as they are ownerless. Collins is the conveyor of their power while ensuring the music maintains cultural importance.

Books

Ignorance, Fear, and Democracy in America

Anti-intellectualism in America is, sadly, older than the nation itself. A new collection of Richard Hofstadter's work from Library of America traces the history of ideas and cultural currents in American society and politics.

By the Book

Democratizing Our Data: A Manifesto (excerpt)

Just as big tech leads world in data for profit, the US government can produce data for the public good, sans the bureaucracy. This excerpt of Julia Lane's Democratizing Our Data: A Manifesto will whet your appetite for disruptive change in data management, which is critical for democracy's survival.

Julia Lane

Reviews
Collapse Expand Reviews



Features
Collapse Expand Features

PM Picks
Collapse Expand Pm Picks

© 1999-2020 PopMatters.com. All rights reserved.
PopMatters is wholly independent, women-owned and operated.