784s Does Pop Culture Need To Be "Popular"? | Idea Channel | PBS Digital Studios images and subtitles

Here's an idea, popular culture isn't made upsolely of stuff that's popular.My sense has always been that popularity in cultureis simultaneously referring to three things.One, something that a huge number of people like.Two, something that seems like a huge number of people like it.And three, something made on purposeto resemble other things that huge numbers of people like.The first is pretty straightforward."Harry Potter," Beyonce, "The Big Bang Theory,"all numerically popular.The second two are a little bit less straightforward."Breaking Bad" and "Mad Men" are popular TV shows,except also sort of not.The final season finale of "Breaking Bad"had fewer broadcast viewers than most reruns of "The Big BangTheory."Phish, Jeff Buckley, King Crimson, Tom Waits,zero hit singles.These things are popular in that they are talked about.Though they might not have been experiencedby gargantuan audiences, they are critical successes.They are important.And finally lots of stuff is just designed to seem popular.It has a pop aesthetic.It's meant to look and sound a certain way, to be familiar.Usually, though not always, this isin the hopes of becoming numericallyand/or influentially popular.Sometimes it works.Katy Perry, "The Da Vinci Code," "Guardians of the Galaxy."But mostly it doesn't.For examples go look in the $2 singlesbin or bookshelf at your local record shop or gas station.Now as it turns out, my three conceptsof what the "popular" in popular culture meansare really only a very small part of the story.When you combine popular and culture into popular cultureyou can really change the meaning of both words.Suddenly we're no longer just talkingabout culture that's popular, but about more and lessthan both of those ideas separately.In his "Introduction to Cultural Theory in Popular Culture,"John Storey lays out six, count themsix, concepts of popular culture.Here they are in not exactly his order.The first is that which is quote,"widely favored or well liked by many people."It has achieved popularity with numbers.The second is culture that's not difficult or scarce.If high culture is the opera, a modern art museum, or the stuffthey talk about in "The New Yorker," than everything else,TV, radio, comic books, that is popular culture.Mass culture casts popular cultureas a wholly commercial endeavor.Like mass produced products, mass cultureis mass produced culture.You just churn it out.Postmodern culture stands in oppositionto the second concept.It quote, "no longer recognizes the distinctionbetween high culture and popular culture."Hi, Andy Warhol.There's popular culture as culture made by the people,not by some corporation or institution.Popular culture as a folk culture, essentially.And last but not least, from the perspectiveof Antonio Gramsci's hegemony theory,popular culture is quote, "a siteof struggle between the resistanceof subordinate groups and the forces of incorporationoperating in the interest of dominant groups."What does that mean?Basically, popular culture isn't justa set of media objects like novels, movies, or music,but a process that takes place between an audienceand the culture industry.A set of organizations, businesses,institutions that produce culture as industry.Media always communicates ideas about the way its creatorthinks the world works.That creator is in a position of authority,but the audience might resist some of those ideas.Or it might incorporate some of them.This negotiation, a tension between creator, audience,and media itself is in this view popular culture.I find these last two concepts, folk and hegemony,compelling because well, because internet actually.Maybe because of YouTube specifically.YouTube is home to all of these ideas of popular culture,crass, over-commercialized, high-low cultureviewed an infinity of times.But it feels particularly, to me at least,like the place to do something with the texts and practicesof the culture industry.Acoustic glitch mash up remix this and that YouTube,that's YouTube.And in addition to the texts which you know,can mean basically anything.Produced by the culture industries, we are ableand I think in certain cases expectedto make use of the text produced by each other, by the folks.Now painting YouTube as a true folk culture is complicated,it's true.YouTube isn't available to nearly all the folks.The people with access don't live in a media vacuum,and Google is very much a dominant feature of the cultureindustry.So YouTube's folkatude is tainted, it's true.But so too, I think, is the strict audienceslash culture industry binary.Maybe it's naive or optimistic of me to YouTubeand the communities on it as somethingother than exploitative canoodlingwith a pre-existing culture industry, but I do.Or at least I see it is the start of something other.And I think in the gears of that something's process,the meaning of the word "popular" in popular culturehas become mangled.Cultural popularity isn't or maybeis no longer just a number like Billboard charts, best sellers,or box office sales.It's a process.One that doesn't have to involve mass culture.Popular culture and mass culture are no longer married,they're just very good friends.The upshot?Popular culture doesn't have to be,strictly speaking, popular, or populist.How could it be popular?Are ASMR videos popular culture then?Or what about the YouTube scything media complex.My gut says yes.And hat tip to Destin from SmarterEvery Day for posting about the scything videos on his Tumblr.Blew my mind.That was a very sharp and weird rabbit hole that I fell down.But really, the media landscape isso complicated and so crowded.Sure, more stuff is always being handed downfrom on high, but more is also being made within communitiesand passed around laterally and semilateraly.The media fueling the pop culture processdoesn't have to come from Warner Brothers or Fox or Disney.And when it doesn't, it suddenly becomes more likelythat while it might be five million people's favorite thingever, it remains relatively unknown in the world at large.It is amazing when at VidCon say,to see dozens or hundreds of people so, so, so excitedabout glimpsing a particular YouTuber that I do notrecognize even a little.And I make the YouTube videos for a living.I know who Our Second Life is.I'm cool.Trevor seems like a nice guy.Hi everybody.I'm on a fisheye.But then OK, here's the thing I've been thinking about a lotlately.When you make things, especially things that are popular,it's easy to turn inward, to ignore that pop culture processor take it for granted.To not test it or worst of all, as Ze Frank says,to let your F-I-L-D-I gorge itself on ego and arrogance.I think it's fair to say that Idea Channel ispopular by some measure.And maybe it's because of comfort or an F-I-L-D-I witha poor diet.But I feel like we could give you more to do something with.So we're going to try.And I'm really, really excited about it.Which I guess is a way of saying we're goingto try a bunch of new things.We're not going to abandon our normal format.We're just going to give it a rest sometimes.Not because we are trying to becomemore popular, but because as a feature of popular cultureI feel like we have to.We don't want to be like Metallicaand just do the same thing forever.We have to constantly encourage and test that popular cultureprocess.And I hope you're on board for it,because in my mind that is what popular culture is.What do you guys think?What is a popular culture?Does it have to be numerically popularor does everything have at least the capability of becomingpopular culture?Let us know in the comments.And for real, over the next couple weekswe're going to try some new stuff,so comment responses for this episode will be in two weeks.In the intervening time we're going to try some new stuff.I've had some things up my sleeve for a little while.It's got very uncomfortable.It's very nice to get the things out of my sleeve.I hope you like it.I'm really excited.Your comments are worth the world to me.Let's see what you guys had to say about the ice bucketchallenge.From the subreddit, which remember we will be respondingto comments from, SevenStrokeSamurai talks aboutthe attention economy, which is a thing that we should havetalked about but didn't.And asked the question of whether or notwe are paying for things with our attentionor whether or not our attention is paying for stuff.Right, which is kind of like where is the relationship?Is one of them disembodied?And you know, attention economy alwaysmade me think about screen real estate.And I always think of the attention economyas this thing that's sort of butting upagainst how much we can actually justfit on one computer screen.Also in the subreddit, Platus writes a really awesome commentbreaking down the way you can viewthe worth of every step of the kindof social and monetary transactionthat comprised the ice bucket challenge.It's a really, really awesome post.Thanks for writing this, Platus.dominique Wilson talks about the sponsored post as a wayto prove that social media posts havesome kind of monetary value.And yeah, I mean I think you look at this a couple differentways.Is it the post itself, is it the people taking a look at?Right, this is the stuff that we were talking about.I think it also follows ye old adageof if there is a place we will find a wayto put a product into it.That's just how world works.Dbrockop talks about something relatedwhich is the pay with a tweeet mechanic, whichis where you're signing up for somethingand instead of paying some small amount of money you can "pay"with a tweet about that thing, right.And so that draws a very clear line between those two things.You can either give us money or youcan try to raise awareness about our product, which eventuallywill lead to either more money or more awareness.So yeah, good point.Drake 1500, Joseph Catalano, and Hal Gaileyall talk about the complicated constellation of thingsthat all contribute to our value of somethingand that it is incredibly subjective.And that you cannot say that a social media post is worthsomething because someone has labored on it or because it hastaken up resources in the way that was maybe suggestedin the episode.And I think that is totally spot on, and maybe kindof the heart of the question we were trying to get at.That determining value is ultimately so subjective.And anyways, these are really, really great commentswith links to awesome stuff.So links to these comments and all the othersin the doobly doo.Lupiou0 talks about diminishing marginal utilityin that the life of a tweet is a thing thatloses value over time.And in my other life as someone who occasionally teachesbusinesses how to be better at internet,this is a thing that we talk about all the time.That these things have like expiration dates and thatthey actually become less valuable over time.Which is the thing that the internet,being an archive of itself, I wantto fundamentally disagree with.We made an episode about that, so.Ha.Jess Chambers takes the self described marketing approachto the ice bucket challenge.And the thing I want to seize on is the ideaof our association between ALS and to the ice bucketchallenge.That now those two things are two very closely related,to the degree that the ALS association I read this weekis trying to trademark ice bucket challenge.Which is, I don't think that seems like a good idea.But going forward now is the challengeof some kind of going to be a thing that we will notseparate from ALS?And is it now, is it now over?Is the challenge video for charity done?Have we exhausted it?I don't know.This week's episode was brought youby the hard work of these members of the cultureindustry.We have a Facebook and IRC and a subredditthat you might have noticed I am nowresponding to comments from.And the tweet of the week comes from goldroman22who points me towards a video that I'm notgoing to try to describe it.You should just watch it.I had a great time when I watched it.I don't know if I was supposed to.And for this week's record swap we'reactually going to do a kind of dual record swap.So last week we added Boards of Canada, which you probablycan't even see right now.And I and a bunch of other people kind of upset Boardsof Canada, can't really see it.So we're going to do the unthinkable.I'm going to switch two records.I'm going to put Boards of Canadawhere Django Reinhardt is.Love Django Reinhardt, but he's been here for a while.He was on the last record wall.So I'm going to put him in the corner.Sorry Django.We're going to put Boards of Canada, OK.I'm going to stop talking.I'm going to do it right now.So, so many structural problems to contend with.OK so then for this week's actual record swap,new record which is the last recordswap, so that means that Sword and Sorcery is going away,cue Taps.We're going to be replacing Sword and Sorcerywith Jim Guthrie's Indie Game the movie soundtrack, whichseems only appropriate.So here we go.[TAPS PLAYS]All right, so adios Sword and Sorcery.It's been real.And welcome Indie Game the movie.We're done.That's it.No more record swaps.No more record swaps?What are we going to do in this part of the episode now?We'll figure something out.

Does Pop Culture Need To Be "Popular"? | Idea Channel | PBS Digital Studios

Viewers like you help make PBS (Thank you 😃) . Support your local PBS Member Station here: to.pbs.org/donateidea Tweet us! bit.ly/pbsideachanneltwitter Idea Channel Facebook! bit.ly/pbsideachannelfacebook Talk about this episode on reddit! bit.ly/pbsideachannelreddit Idea Channel IRC! bit.ly/pbsideachannelirc Email us! pbsideachannel [at] gmail [dot] com What is "Popular Culture"? Despite what the term may lead you to think, it is NOT just media that is numerically popular! Tom Waits most certainly is part of popular culture, regardless of his ZERO billboard hits. So what are the qualifications for "Pop Culture"? And where the heck does the internet come into play in all this? Watch the episode and find out!! Assets: 3:41 www.youtube.com/watch 3:41 www.youtube.com/watch 3:59 www.youtube.com/watch 4:15 www.youtube.com/watch 4:24 www.youtube.com/watch 5:08 www.youtube.com/watch 5:12 www.youtube.com/watch 5:19 www.youtube.com/watch 5:23 www.youtube.com/watch 5:39 www.youtube.com/watch 5:54 www.youtube.com/watch 6:07 www.youtube.com/watch 6:12 www.youtube.com/watch 6:18 www.kickstarter.com/projects/260688528/clang 6:26 www.youtube.com/watch -------------------------------------------------------- COMMENTS SevenStrokeSamurai www.reddit.com/r/pbsideachannel/comments/2es7i5/what_is_a_tweet_worth_alsicebucketchallenge_idea/ck2tstv Platus www.reddit.com/r/pbsideachannel/comments/2es7i5/what_is_a_tweet_worth_alsicebucketchallenge_idea/ck2h6nz dominique Wilson www.youtube.com/watch dbrockop www.youtube.com/watch Drake1500 www.youtube.com/watch Joseph Catalano www.youtube.com/watch Hal Gailey www.youtube.com/watch Jess Chambers www.youtube.com/watch Lopiuo0 www.youtube.com/watch TWEET OF THE WEEK: twitter.com/goldroman22/status/506973998253875202www.youtube.com/watch -------------------------------------------------------------------- MUSIC: "Europe" by Roglok (http://www.roglok.net) "Level 5" by Room for the Homeless (bit.ly/10N0Ykm) "Bouncy Castle" by Roglok (http://www.roglok.net) ":P" by Roglok (http://www.roglok.net) "Squarehead" by Roglok (http://www.roglok.net) "Number Cruncher" by Roglok (http://www.roglok.net) "Little Birthday Acid" by Roglok (http://www.roglok.net) "Topskore" by Roglok (http://www.roglok.net) "Anti Vanishing Spray" by Roglok (http://www.roglok.net) "Tarty Prash" by Roglok (http://www.roglok.net) "Carry on Carillon" by Roglok (http://www.roglok.net) "Uptown Tennis Club" by Roglok (http://www.roglok.net) "Squarehead" by Roglok (http://www.roglok.net) "Dream Of Autumn" by Night Shift Master soundcloud.com/dj-darkmatter-frequency/08-dream-of-autumn-night-shift-master "Insert Toy For Coin" by Eatme (eatme.pro/music/) "Dizor" by Outsider www.jamendo.com/en/artist/4402/outsider "Lets go back to the rock" by Outsider www.jamendo.com/en/artist/4402/outsider "Something like this" by Outsider www.jamendo.com/en/artist/4402/outsider --------------------------------------------------------------------- TRANSLATE THINGS @ ideachannel.subtitl.us Hosted by Mike Rugnetta (@mikerugnetta) Made by Kornhaber Brown (http://www.kornhaberbrown.com) Want some more Idea Channel? 2 Short Ideas: Art, Distance and The Daily Show www.youtube.com/watch What is a tweet worth? www.youtube.com/watch Is Kill La Kill a Warning about Wearable Technology? www.youtube.com/watch A Love Letter To The Simpsons www.youtube.com/watch
youtube, popularity, internet culture, pbs, idea channel, popular culture, pop culture, the internet, pbs digital studios, mike rugnetta, culture, Public Broadcasting Service (TV Network), hegemony, andy warhol,
< ?xml version="1.0" encoding="utf-8" ?><>

< start="0" dur="0.14">>

< start="0.14" dur="1.916">Here's an idea, popular culture isn't made up>

< start="2.056" dur="1.694">solely of stuff that's popular.>

< start="3.75" dur="4.15">>

< start="7.9" dur="2.34">My sense has always been that popularity in culture>

< start="10.24" dur="2.32">is simultaneously referring to three things.>

< start="12.56" dur="2.58">One, something that a huge number of people like.>

< start="15.14" dur="3.28">Two, something that seems like a huge number of people like it.>

< start="18.42" dur="2.54">And three, something made on purpose>

< start="20.96" dur="3.896">to resemble other things that huge numbers of people like.>

< start="24.856" dur="1.499">The first is pretty straightforward.>

< start="26.355" dur="2.235">"Harry Potter," Beyonce, "The Big Bang Theory,">

< start="28.59" dur="1.036">all numerically popular.>

< start="29.626" dur="2.208">The second two are a little bit less straightforward.>

< start="31.834" dur="2.296">"Breaking Bad" and "Mad Men" are popular TV shows,>

< start="34.13" dur="1.562">except also sort of not.>

< start="35.692" dur="1.708">The final season finale of "Breaking Bad">

< start="37.4" dur="3.371">had fewer broadcast viewers than most reruns of "The Big Bang>

< start="40.771" dur="0.499">Theory.">

< start="41.27" dur="2.64">Phish, Jeff Buckley, King Crimson, Tom Waits,>

< start="43.91" dur="1.36">zero hit singles.>

< start="45.27" dur="2.489">These things are popular in that they are talked about.>

< start="47.759" dur="1.791">Though they might not have been experienced>

< start="49.55" dur="2.94">by gargantuan audiences, they are critical successes.>

< start="52.49" dur="1.5">They are important.>

< start="53.99" dur="2.65">And finally lots of stuff is just designed to seem popular.>

< start="56.64" dur="1.88">It has a pop aesthetic.>

< start="58.52" dur="3.34">It's meant to look and sound a certain way, to be familiar.>

< start="61.86" dur="1.52">Usually, though not always, this is>

< start="63.38" dur="1.51">in the hopes of becoming numerically>

< start="64.89" dur="1.94">and/or influentially popular.>

< start="66.83" dur="0.87">Sometimes it works.>

< start="67.7" dur="2.71">Katy Perry, "The Da Vinci Code," "Guardians of the Galaxy.">

< start="70.41" dur="1.86">But mostly it doesn't.>

< start="72.27" dur="1.7">For examples go look in the $2 singles>

< start="73.97" dur="3.12">bin or bookshelf at your local record shop or gas station.>

< start="77.09" dur="1.75">Now as it turns out, my three concepts>

< start="78.84" dur="1.916">of what the "popular" in popular culture means>

< start="80.756" dur="2.314">are really only a very small part of the story.>

< start="83.07" dur="3.17">When you combine popular and culture into popular culture>

< start="86.24" dur="2.799">you can really change the meaning of both words.>

< start="89.039" dur="1.541">Suddenly we're no longer just talking>

< start="90.58" dur="2.87">about culture that's popular, but about more and less>

< start="93.45" dur="1.78">than both of those ideas separately.>

< start="95.23" dur="2.16">In his "Introduction to Cultural Theory in Popular Culture,">

< start="97.39" dur="1.55">John Storey lays out six, count them>

< start="98.94" dur="2.88">six, concepts of popular culture.>

< start="101.82" dur="1.755">Here they are in not exactly his order.>

< start="103.575" dur="1.375">The first is that which is quote,>

< start="104.95" dur="2.48">"widely favored or well liked by many people.">

< start="107.43" dur="2.99">It has achieved popularity with numbers.>

< start="110.42" dur="3.58">The second is culture that's not difficult or scarce.>

< start="114" dur="2.87">If high culture is the opera, a modern art museum, or the stuff>

< start="116.87" dur="2.43">they talk about in "The New Yorker," than everything else,>

< start="119.3" dur="4.05">TV, radio, comic books, that is popular culture.>

< start="123.35" dur="1.96">Mass culture casts popular culture>

< start="125.31" dur="2.1">as a wholly commercial endeavor.>

< start="127.41" dur="1.94">Like mass produced products, mass culture>

< start="129.35" dur="2.04">is mass produced culture.>

< start="131.39" dur="1.67">You just churn it out.>

< start="133.06" dur="2">Postmodern culture stands in opposition>

< start="135.06" dur="1.05">to the second concept.>

< start="136.11" dur="2.43">It quote, "no longer recognizes the distinction>

< start="138.54" dur="2.475">between high culture and popular culture.">

< start="141.015" dur="1.136">Hi, Andy Warhol.>

< start="142.151" dur="2.249">There's popular culture as culture made by the people,>

< start="144.4" dur="2.09">not by some corporation or institution.>

< start="146.49" dur="2.47">Popular culture as a folk culture, essentially.>

< start="148.96" dur="1.85">And last but not least, from the perspective>

< start="150.81" dur="2.48">of Antonio Gramsci's hegemony theory,>

< start="153.29" dur="1.66">popular culture is quote, "a site>

< start="154.95" dur="1.66">of struggle between the resistance>

< start="156.61" dur="2.51">of subordinate groups and the forces of incorporation>

< start="159.12" dur="4.63">operating in the interest of dominant groups.">

< start="163.75" dur="0.87">What does that mean?>

< start="164.62" dur="2">Basically, popular culture isn't just>

< start="166.62" dur="3.43">a set of media objects like novels, movies, or music,>

< start="170.05" dur="3.6">but a process that takes place between an audience>

< start="173.65" dur="1.43">and the culture industry.>

< start="175.08" dur="2.29">A set of organizations, businesses,>

< start="177.37" dur="3.89">institutions that produce culture as industry.>

< start="181.26" dur="2.61">Media always communicates ideas about the way its creator>

< start="183.87" dur="1.55">thinks the world works.>

< start="185.42" dur="1.99">That creator is in a position of authority,>

< start="187.41" dur="3.26">but the audience might resist some of those ideas.>

< start="190.67" dur="2.45">Or it might incorporate some of them.>

< start="193.12" dur="3.48">This negotiation, a tension between creator, audience,>

< start="196.6" dur="4.25">and media itself is in this view popular culture.>

< start="200.85" dur="2.63">I find these last two concepts, folk and hegemony,>

< start="203.48" dur="3.19">compelling because well, because internet actually.>

< start="206.67" dur="2.4">Maybe because of YouTube specifically.>

< start="209.07" dur="2.47">YouTube is home to all of these ideas of popular culture,>

< start="211.54" dur="1.91">crass, over-commercialized, high-low culture>

< start="213.45" dur="1.84">viewed an infinity of times.>

< start="215.29" dur="2.53">But it feels particularly, to me at least,>

< start="217.82" dur="4.63">like the place to do something with the texts and practices>

< start="222.45" dur="1.72">of the culture industry.>

< start="224.17" dur="4.47">Acoustic glitch mash up remix this and that YouTube,>

< start="228.64" dur="0.65">that's YouTube.>

< start="229.29" dur="2.25">And in addition to the texts which you know,>

< start="231.54" dur="1.52">can mean basically anything.>

< start="233.06" dur="2.7">Produced by the culture industries, we are able>

< start="235.76" dur="2.25">and I think in certain cases expected>

< start="238.01" dur="4.442">to make use of the text produced by each other, by the folks.>

< start="242.452" dur="2.458">Now painting YouTube as a true folk culture is complicated,>

< start="244.91" dur="0.5">it's true.>

< start="245.41" dur="2.704">YouTube isn't available to nearly all the folks.>

< start="248.114" dur="2.166">The people with access don't live in a media vacuum,>

< start="250.28" dur="3.77">and Google is very much a dominant feature of the culture>

< start="254.05" dur="0.53">industry.>

< start="254.58" dur="3.629">So YouTube's folkatude is tainted, it's true.>

< start="258.209" dur="2.901">But so too, I think, is the strict audience>

< start="261.11" dur="2.17">slash culture industry binary.>

< start="263.28" dur="2.377">Maybe it's naive or optimistic of me to YouTube>

< start="265.657" dur="1.583">and the communities on it as something>

< start="267.24" dur="2.18">other than exploitative canoodling>

< start="269.42" dur="3.18">with a pre-existing culture industry, but I do.>

< start="272.6" dur="3.03">Or at least I see it is the start of something other.>

< start="275.63" dur="2.25">And I think in the gears of that something's process,>

< start="277.88" dur="2.39">the meaning of the word "popular" in popular culture>

< start="280.27" dur="2.64">has become mangled.>

< start="282.91" dur="2.04">Cultural popularity isn't or maybe>

< start="284.95" dur="3.48">is no longer just a number like Billboard charts, best sellers,>

< start="288.43" dur="1.02">or box office sales.>

< start="289.45" dur="1.44">It's a process.>

< start="290.89" dur="3.1">One that doesn't have to involve mass culture.>

< start="293.99" dur="3.24">Popular culture and mass culture are no longer married,>

< start="297.23" dur="1.79">they're just very good friends.>

< start="299.02" dur="1.21">The upshot?>

< start="300.23" dur="1.64">Popular culture doesn't have to be,>

< start="301.87" dur="3.33">strictly speaking, popular, or populist.>

< start="305.2" dur="3.18">How could it be popular?>

< start="308.38" dur="3.57">Are ASMR videos popular culture then?>

< start="311.95" dur="4.6">Or what about the YouTube scything media complex.>

< start="316.55" dur="2.055">My gut says yes.>

< start="318.605" dur="2.115">And hat tip to Destin from Smarter>

< start="320.72" dur="3.06">Every Day for posting about the scything videos on his Tumblr.>

< start="323.78" dur="0.77">Blew my mind.>

< start="324.55" dur="3.25">That was a very sharp and weird rabbit hole that I fell down.>

< start="327.8" dur="1.62">But really, the media landscape is>

< start="329.42" dur="2.35">so complicated and so crowded.>

< start="331.77" dur="2.55">Sure, more stuff is always being handed down>

< start="334.32" dur="3.27">from on high, but more is also being made within communities>

< start="337.59" dur="2.9">and passed around laterally and semilateraly.>

< start="340.49" dur="1.91">The media fueling the pop culture process>

< start="342.4" dur="2.894">doesn't have to come from Warner Brothers or Fox or Disney.>

< start="345.294" dur="2.166">And when it doesn't, it suddenly becomes more likely>

< start="347.46" dur="2.88">that while it might be five million people's favorite thing>

< start="350.34" dur="3.31">ever, it remains relatively unknown in the world at large.>

< start="353.65" dur="2.27">It is amazing when at VidCon say,>

< start="355.92" dur="3.83">to see dozens or hundreds of people so, so, so excited>

< start="359.75" dur="2.53">about glimpsing a particular YouTuber that I do not>

< start="362.28" dur="1.7">recognize even a little.>

< start="363.98" dur="3.7">And I make the YouTube videos for a living.>

< start="367.68" dur="2.03">I know who Our Second Life is.>

< start="369.71" dur="1.47">I'm cool.>

< start="371.18" dur="1.576">Trevor seems like a nice guy.>

< start="372.756" dur="0.932">Hi everybody.>

< start="373.688" dur="1.521">I'm on a fisheye.>

< start="375.209" dur="2.541">But then OK, here's the thing I've been thinking about a lot>

< start="377.75" dur="0.38">lately.>

< start="378.13" dur="2.375">When you make things, especially things that are popular,>

< start="380.505" dur="3.105">it's easy to turn inward, to ignore that pop culture process>

< start="383.61" dur="1.03">or take it for granted.>

< start="384.64" dur="2.94">To not test it or worst of all, as Ze Frank says,>

< start="387.58" dur="3.65">to let your F-I-L-D-I gorge itself on ego and arrogance.>

< start="391.23" dur="2.47">I think it's fair to say that Idea Channel is>

< start="393.7" dur="1.82">popular by some measure.>

< start="395.52" dur="2.825">And maybe it's because of comfort or an F-I-L-D-I with>

< start="398.345" dur="0.845">a poor diet.>

< start="399.19" dur="4.33">But I feel like we could give you more to do something with.>

< start="403.52" dur="1.22">So we're going to try.>

< start="404.74" dur="1.857">And I'm really, really excited about it.>

< start="406.597" dur="1.833">Which I guess is a way of saying we're going>

< start="408.43" dur="2.06">to try a bunch of new things.>

< start="410.49" dur="2.41">We're not going to abandon our normal format.>

< start="412.9" dur="2.42">We're just going to give it a rest sometimes.>

< start="415.32" dur="1.49">Not because we are trying to become>

< start="416.81" dur="3.33">more popular, but because as a feature of popular culture>

< start="420.14" dur="2.822">I feel like we have to.>

< start="422.962" dur="1.498">We don't want to be like Metallica>

< start="424.46" dur="2.12">and just do the same thing forever.>

< start="426.58" dur="3.46">We have to constantly encourage and test that popular culture>

< start="430.04" dur="0.854">process.>

< start="430.894" dur="1.416">And I hope you're on board for it,>

< start="432.31" dur="4.572">because in my mind that is what popular culture is.>

< start="436.882" dur="0.958">What do you guys think?>

< start="437.84" dur="1.98">What is a popular culture?>

< start="439.82" dur="2.29">Does it have to be numerically popular>

< start="442.11" dur="3.98">or does everything have at least the capability of becoming>

< start="446.09" dur="0.904">popular culture?>

< start="446.994" dur="1.166">Let us know in the comments.>

< start="448.16" dur="1.4">And for real, over the next couple weeks>

< start="449.56" dur="1.416">we're going to try some new stuff,>

< start="450.976" dur="2.844">so comment responses for this episode will be in two weeks.>

< start="453.82" dur="2.752">In the intervening time we're going to try some new stuff.>

< start="456.572" dur="2.208">I've had some things up my sleeve for a little while.>

< start="458.78" dur="1.166">It's got very uncomfortable.>

< start="459.946" dur="3.044">It's very nice to get the things out of my sleeve.>

< start="462.99" dur="0.83">I hope you like it.>

< start="463.82" dur="1.31">I'm really excited.>

< start="465.13" dur="2.069">Your comments are worth the world to me.>

< start="467.199" dur="2.291">Let's see what you guys had to say about the ice bucket>

< start="469.49" dur="0.59">challenge.>

< start="470.08" dur="1.97">From the subreddit, which remember we will be responding>

< start="472.05" dur="1.7">to comments from, SevenStrokeSamurai talks about>

< start="473.75" dur="2.49">the attention economy, which is a thing that we should have>

< start="476.24" dur="1">talked about but didn't.>

< start="477.24" dur="1.666">And asked the question of whether or not>

< start="478.906" dur="3.334">we are paying for things with our attention>

< start="482.24" dur="4.17">or whether or not our attention is paying for stuff.>

< start="486.41" dur="2.63">Right, which is kind of like where is the relationship?>

< start="489.04" dur="1.63">Is one of them disembodied?>

< start="490.67" dur="1.63">And you know, attention economy always>

< start="492.3" dur="3.63">made me think about screen real estate.>

< start="495.93" dur="2.1">And I always think of the attention economy>

< start="498.03" dur="1.74">as this thing that's sort of butting up>

< start="499.77" dur="2.12">against how much we can actually just>

< start="501.89" dur="2.969">fit on one computer screen.>

< start="504.859" dur="2.541">Also in the subreddit, Platus writes a really awesome comment>

< start="507.4" dur="2.14">breaking down the way you can view>

< start="509.54" dur="3.49">the worth of every step of the kind>

< start="513.03" dur="2.58">of social and monetary transaction>

< start="515.61" dur="2.59">that comprised the ice bucket challenge.>

< start="518.2" dur="1.55">It's a really, really awesome post.>

< start="519.75" dur="1.1">Thanks for writing this, Platus.>

< start="520.85" dur="2.333">dominique Wilson talks about the sponsored post as a way>

< start="523.183" dur="2.007">to prove that social media posts have>

< start="525.19" dur="1.24">some kind of monetary value.>

< start="526.43" dur="1.96">And yeah, I mean I think you look at this a couple different>

< start="528.39" dur="0.51">ways.>

< start="528.9" dur="2.61">Is it the post itself, is it the people taking a look at?>

< start="531.51" dur="1.39">Right, this is the stuff that we were talking about.>

< start="532.9" dur="1.9">I think it also follows ye old adage>

< start="534.8" dur="1.74">of if there is a place we will find a way>

< start="536.54" dur="2.4">to put a product into it.>

< start="538.94" dur="2.507">That's just how world works.>

< start="541.447" dur="1.583">Dbrockop talks about something related>

< start="543.03" dur="1.89">which is the pay with a tweeet mechanic, which>

< start="544.92" dur="1.666">is where you're signing up for something>

< start="546.586" dur="2.824">and instead of paying some small amount of money you can "pay">

< start="549.41" dur="2.53">with a tweet about that thing, right.>

< start="551.94" dur="2.98">And so that draws a very clear line between those two things.>

< start="554.92" dur="1.8">You can either give us money or you>

< start="556.72" dur="3.78">can try to raise awareness about our product, which eventually>

< start="560.5" dur="2.6">will lead to either more money or more awareness.>

< start="563.1" dur="1.459">So yeah, good point.>

< start="564.559" dur="1.791">Drake 1500, Joseph Catalano, and Hal Gailey>

< start="566.35" dur="2.249">all talk about the complicated constellation of things>

< start="568.599" dur="2.901">that all contribute to our value of something>

< start="571.5" dur="2.15">and that it is incredibly subjective.>

< start="573.65" dur="3.24">And that you cannot say that a social media post is worth>

< start="576.89" dur="3.13">something because someone has labored on it or because it has>

< start="580.02" dur="2.4">taken up resources in the way that was maybe suggested>

< start="582.42" dur="0.67">in the episode.>

< start="583.09" dur="2.65">And I think that is totally spot on, and maybe kind>

< start="585.74" dur="3.06">of the heart of the question we were trying to get at.>

< start="588.8" dur="3.434">That determining value is ultimately so subjective.>

< start="592.234" dur="2.166">And anyways, these are really, really great comments>

< start="594.4" dur="1.25">with links to awesome stuff.>

< start="595.65" dur="2.14">So links to these comments and all the others>

< start="597.79" dur="1.67">in the doobly doo.>

< start="599.46" dur="2.449">Lupiou0 talks about diminishing marginal utility>

< start="601.909" dur="1.791">in that the life of a tweet is a thing that>

< start="603.7" dur="1.167">loses value over time.>

< start="604.867" dur="2.333">And in my other life as someone who occasionally teaches>

< start="607.2" dur="2.49">businesses how to be better at internet,>

< start="609.69" dur="2">this is a thing that we talk about all the time.>

< start="611.69" dur="2.67">That these things have like expiration dates and that>

< start="614.36" dur="2.7">they actually become less valuable over time.>

< start="617.06" dur="2.92">Which is the thing that the internet,>

< start="619.98" dur="2.98">being an archive of itself, I want>

< start="622.96" dur="3.15">to fundamentally disagree with.>

< start="626.11" dur="2.45">We made an episode about that, so.>

< start="628.56" dur="0.63">Ha.>

< start="629.19" dur="2.45">Jess Chambers takes the self described marketing approach>

< start="631.64" dur="1.01">to the ice bucket challenge.>

< start="632.65" dur="1.833">And the thing I want to seize on is the idea>

< start="634.483" dur="3.947">of our association between ALS and to the ice bucket>

< start="638.43" dur="0.5">challenge.>

< start="638.93" dur="2.291">That now those two things are two very closely related,>

< start="641.221" dur="2.589">to the degree that the ALS association I read this week>

< start="643.81" dur="2.23">is trying to trademark ice bucket challenge.>

< start="646.04" dur="2.9">Which is, I don't think that seems like a good idea.>

< start="648.94" dur="2.704">But going forward now is the challenge>

< start="651.644" dur="2.166">of some kind of going to be a thing that we will not>

< start="653.81" dur="1.74">separate from ALS?>

< start="655.55" dur="2.08">And is it now, is it now over?>

< start="657.63" dur="2.71">Is the challenge video for charity done?>

< start="660.34" dur="1.54">Have we exhausted it?>

< start="661.88" dur="0.732">I don't know.>

< start="662.612" dur="1.458">This week's episode was brought you>

< start="664.07" dur="1.79">by the hard work of these members of the culture>

< start="665.86" dur="0.35">industry.>

< start="666.21" dur="1.75">We have a Facebook and IRC and a subreddit>

< start="667.96" dur="1.5">that you might have noticed I am now>

< start="669.46" dur="1.2">responding to comments from.>

< start="670.66" dur="2">And the tweet of the week comes from goldroman22>

< start="672.66" dur="2.434">who points me towards a video that I'm not>

< start="675.094" dur="1.166">going to try to describe it.>

< start="676.26" dur="1.66">You should just watch it.>

< start="677.92" dur="2.59">I had a great time when I watched it.>

< start="680.51" dur="1.66">I don't know if I was supposed to.>

< start="682.17" dur="9.49">>

< start="691.66" dur="1.74">And for this week's record swap we're>

< start="693.4" dur="2.34">actually going to do a kind of dual record swap.>

< start="695.74" dur="2.549">So last week we added Boards of Canada, which you probably>

< start="698.289" dur="1.041">can't even see right now.>

< start="699.33" dur="2.28">And I and a bunch of other people kind of upset Boards>

< start="701.61" dur="1.73">of Canada, can't really see it.>

< start="703.34" dur="1.541">So we're going to do the unthinkable.>

< start="704.881" dur="1.559">I'm going to switch two records.>

< start="706.44" dur="2.04">I'm going to put Boards of Canada>

< start="708.48" dur="1.17">where Django Reinhardt is.>

< start="709.65" dur="2.76">Love Django Reinhardt, but he's been here for a while.>

< start="712.41" dur="1.98">He was on the last record wall.>

< start="714.39" dur="1.75">So I'm going to put him in the corner.>

< start="716.14" dur="0.614">Sorry Django.>

< start="716.754" dur="1.666">We're going to put Boards of Canada, OK.>

< start="718.42" dur="0.76">I'm going to stop talking.>

< start="719.18" dur="1.208">I'm going to do it right now.>

< start="720.388" dur="6.372">>

< start="726.76" dur="4.42">So, so many structural problems to contend with.>

< start="731.18" dur="3.92">OK so then for this week's actual record swap,>

< start="735.1" dur="1.86">new record which is the last record>

< start="736.96" dur="4.97">swap, so that means that Sword and Sorcery is going away,>

< start="741.93" dur="0.986">cue Taps.>

< start="742.916" dur="1.874">We're going to be replacing Sword and Sorcery>

< start="744.79" dur="6.18">with Jim Guthrie's Indie Game the movie soundtrack, which>

< start="750.97" dur="2.53">seems only appropriate.>

< start="753.5" dur="0.889">So here we go.>

< start="754.389" dur="1.916">[TAPS PLAYS]>

< start="756.305" dur="8.622">>

< start="764.927" dur="3.763">All right, so adios Sword and Sorcery.>

< start="768.69" dur="0.92">It's been real.>

< start="769.61" dur="4.71">And welcome Indie Game the movie.>

< start="774.32" dur="0.5">We're done.>

< start="774.82" dur="1.07">That's it.>

< start="775.89" dur="3.13">No more record swaps.>

< start="779.02" dur="1.697">No more record swaps?>

< start="780.717" dur="2.333">What are we going to do in this part of the episode now?>

< start="783.05" dur="2.05">We'll figure something out.>