The established, institutionalized
set of beliefs about mass
culture itself—the often-unexamined assumptions that mass
culture is inevitable, that it serves the people, that it reflects
popular taste, that it's democratizing, that criticism of mass culture is elitist, and that engagement with mass culture is simply
normal. Mass culture orthodoxy includes commitments: that cultural production should be market-driven, that popularity indicates quality, that
mass audiences get what they want, that cultural critique is snobbery, that alternatives to mass culture are nostalgic or impractical. Like all orthodoxies, it naturalizes particular arrangements—making mass culture seem like simply "how culture works" rather than a specific historical formation shaped by capitalism, technology, and power. Mass culture orthodoxy determines what cultural forms are visible, what alternatives are unthinkable, and who counts as "in touch" versus "out of touch."
Example: "He dismissed independent media as
irrelevant because '
nobody watches that'—as if popularity were the measure of value. Mass
culture orthodoxy had made market success feel like cultural significance."