popular culture

In " Avant-Garde and Kitsch", Clement Greenberg describes a second new cultural phenomenon that appeared in the industrial West: Kitsch. For Greenberg, the new urban masses lost their taste for the folk culture of the countryside, discovered a new capacity for boredom, and set up a pressure on society to provide them with a culture fit for their own consumption. For Greenberg, Kitsch is produced by a rationalized technique that draws on science and industry and erases the values that permit distinctions between good and bad art. 

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As Elizabeth Eisenstein points out in her study of Printing as an Agent of Social Change , the effect of printing on culture is generally ignored or considered to be so broad and self-evident that it is rarely studied, except by authors such as Marshall Macluhan, who she considers irresponsible. (see electronic media

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