This revised edition of a now classic text includes a new introduction by Henry Jenkins explaining âWhy Fiske Still Mattersâ for todayâs students followed by a discussion between former Fiske students Kevin Glynn Jonathan Gray and Pamela Wilson on the theme of âReading Fiske and Understanding the Popularâ. Both underline the continuing relevance of this foundational text in the study of popular culture. Beneath the surface of the cultural artifacts that surround us â shopping malls popular music the various forms of television â lies a multitude of meanings and ways of using them not all of them those intended by their designers. In Reading the Popular John Fiske analyzes these popular texts to reveal both their explicit and implicit (and often opposite) meanings and uses and the social and political dynamics they reflect. Fiskeâs readings of these cultural phenomena highlight the conflicting responses they evoke: Madonna may be promoted as a boy toy but young girls feel empowered by her ability to toy with boys; Chicagoâs Sears Tower may be a massive expression of capitalist domination but it can also allow one to tower over the city. In each case it is the latter option that interests him for this is where Fiske locates popular culture: it is the point at which people take the goods offered them by industrial capitalism (however oppressive they may seem) and turn them to their own creative and even subversive uses. 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. Fiskeâs acute perception and lively wit combine to provide a truly democratic vision of popular culture one that respects the awareness and the agency of the people who make it. . Language: English