DOI: 10.36347/sjahss.2016.v04i03.015

Pages: 290-294

As a representative figure of the late period of Birmingham School’s Cultural Studies, John Fiske has opened up a new perspective of cultural studies in the context of the America’s consumer culture as well as he continues the custom of Birmingham school’s cultural politics. He advocates regarding culture as a vital field of power and fight, in which the popular is not an atomized and stupid individual fooled by the institution but an active consumer who combats the cultural industry with energy and creativity. He considers the popular as an active and nomadic “lower race”. Therefore, understanding the connotation of the mass is the key to understand the popular culture.