"Designed as a companion to Understanding Popular Culture, Reading the Popular gives the lie to theories that portray a mass audience that mindlessly consumes every product it is offered."@en
"Designed as a companion to Understanding Popular Culture &, Reading the Popular & is a series of readings about today's cultural phenomena. The book highlights the conflicting responses popular culture can evoke."@en
"... Well-written and accessible. Making the difficult seem easy is Fiske's great talent. No introductory reading list in the field would be complete without a Fiske' - Sociology In Reading the Popular, John Fiske analyzes popular "texts" to reveal both their explicit, implicit (and often opposite) meanings and uses, and the social and political dynamics they reflect. He examines the multitude of meanings lying beneath the cultural artifacts that surround us in shopping malls, popular music and television. Features: highlights the conflicting responses that cultural phenomenon such as Madonna and the Chicago Sears Tower evoke. locates popular culture as the point at which people take the goods offered them by industrial capitalism and turn them to their own creative, and even subversive, uses. refutes the theory that a mass audience mindlessly consumes every product it is offered."@en
"Shopping malls etc. and how and why we use them."@en
"Deals with aspects of popular Culture-Video arcades."@en