John Fiske’s Understanding Popular Culture is a groundbreaking work that redefines how we think about everyday entertainment and media consumption. Rather than seeing popular culture as something imposed by corporations or media elites, Fiske views it as a dynamic space created and shaped by ordinary people.

Popular Culture as Resistance

Fiske argues that popular culture is a form of resistance against dominant power structures. Audiences do not passively accept media products; instead, they actively interpret, adapt, and even subvert them to fit their own experiences and social identities. Through this lens, enjoying music, television shows, or fashion trends becomes a way for people to express themselves and challenge social norms.

Textual Productivity and Meaning-Making

One of the key ideas in the book is "textual productivity" — the notion that audiences create their own meanings from media texts. For instance, a television program might carry one intended message from its creators, but viewers might reinterpret it in ways that reflect their own needs and realities. Thus, culture is not simply consumed; it is continuously remade by its audience.

Popular Culture vs. High Culture

Fiske also challenges the traditional division between "high culture" (like classical music and fine arts) and "popular culture" (like pop music or television). He suggests that popular culture is equally rich and meaningful, and that dismissing it ignores the creative power of everyday people.

Conclusion

Understanding Popular Culture emphasizes that popular culture is not just entertainment; it is a site of struggle, creativity, and empowerment. Through participation and reinterpretation, ordinary individuals play an active role in shaping culture rather than merely consuming it.