Term

Definition

Popular culture

According to Storey (2012), popular culture manifests itself as daily and accepted social activities, ideas and structures. In contrast with high and elitist culture, these instances enjoy the common society’s embrace.

Mass culture

Mass culture is often characterized by everyday-ness, rituals, ease of accessibility and ease of reproducibility.

High culture

High culture is often characterized by being enjoyed by an elite minority and possessing a privileged place (considered traditional).

Folk culture

Folk culture is the collective set of traditional beliefs and customs shared within a community or among people with the same cultural background, often by oral means (passed down through storytelling).

Cultural homogenization

Often considered as a result of globalization, this notion concerns the phenomenon of multiple cultures merging together and sharing similar aspects, from moral values to traditional practices. In this concept, the commercial benefits usually prove lucrative for nations to engage in “similarizing” their values with those of others. This breeds a new wave of ideologies, perspectives and desires, even to the point of citizens being considered as customers.

Cultural hybridity

As the name suggests, this idea revolves around different cultures fusing their lifestyle elements together to create new expressions and norms. From physical (food, fashion, etc.) to intellectual (religions, literature, etc.) forms, hybridization can occur throughout the societal construct. The constantly improving networks of communication act as a key player in driving this notion forward.

Consumerism

Goods, services and possessions act as consumerism’s core subjects, because this ideology is a cultural way of thinking that emphasizes their accession and usage of these items. This heightened importance on possession and consumption of materialistic means is thought to bring about fulfillment, identity and high social status.

Soft power

Usually used in the context of international relations, a country that “possesses” soft power can affect the behavior of other entities without being forceful while doing so (hence the word “soft”). 

Cultural imperialism

Discussing cultural imperialism is discussing the assertion of a culture over another. This unequal power dynamic stems from certain trends, beliefs and traditions that push those of the influenced culture out of favor among its people.

Hegemony

Gramsci’s (2019) notion of hegemony features an influential societal class that steers a society forward based on rationality and virtue. However, hegemony is not imposed by the dominant, but rather negotiated and merged with the subordinate classes’ consent. Within this concept, there are also processes of naturalization and categorization of classes, genders and ages.

Gender performativity

Rather than an innate and predetermined idea, gender identity manifests via repetitive behavior and actions. Using terms like “man” or “woman” implies social expectations that one is accustomed to.