3. Modern popular culture and consumerism

Popular culture is the entirety of ideas, perspectives, attitudes, memes,images, and other phenomena that are within the mainstream of a given culture, especially Western culture of the early to mid 20th century and the emerging global mainstream of the late 20th and early 21st century. Heavily influenced by mass me Popular culture reflects about how people live their life. Culture is understanding the human’s behavior, that includes thought , communication, customs, beliefs, values, actions and institutions of racial, ethnic ,religious, or social group(Adams, bell and Griffin 1997,254). Music, television and movies play a major role in spreading modern culture to all human being. Modern culture helps us to compare how people live now and before. It makes us to balance our life socially and culturally. Media plays a major role in spreading modern culture.

Culture is divided in to surface and deep culture. surface culture is easily visible by looking at person’s clothing ,eating habits, language ,dance and music. For example I am born and brought up in India. I follow some of the surface culture of India, When I go for shopping , people from India and others able to recognize me as a Indian. They respect the other culture and like to talk about food, dress code, music and dance. That is a positive thing about modern culture.

Sometimes, you feel isolated from others, for example, when you go to shopping wearing Indian dress. people look at me like a stranger. We do not want to be isolated by others. So we go with flow by adopting to the dress code where you live. When I immigrated from India to USA , I had a cultural shock . My concern was food , because it is completely different from what I was eating at home. The main dish is rice and curry, I never seen in any restaurants serving my main dish. Then I started adopting to the life style and the food habits. once we start adopt to the life style, we are not stranger anymore. Modern culture makes us to know how to interact with different people and get along with them. Deep culture focus on values, beliefs, religion, marriage, child rearing and treatment of elders. Here in deep culture we follow certain things what learned from parents. Die, this collection of ideas permeates the everyday lives of the society.

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1. The main kinds of modern youth subculture

Modern youth, however, consists not only of non-formals. The third category consists so-called "yuppies" and "non-yappy. It came from medium and low-income families, characterized by dedication, seriousness, pragmatism, independence judgments, assessments and activities. They aimed at ensuring the material well in the future and advancement social and corporate ladder. Their interests are concentrated in the area education as a necessary springboard for successful progress in life. In their style of dress distinguishes business classic style and underline neatness. "Yappy , as a rule, have no bad habits, take care their health, a prestigious sports. They are characterized by desire to make money and successful career as a businessman, Bankers, lawyers.

youth subcultures cultivate a protest against society adults, its values and authority, but on the other hand, they designed to facilitate the adaptation of youth to the same society. Man, caught in a subculture, it becomes a single entity. It takes all orders, the laws of the new society, he changed the system of values and look at world. Someone changes the subculture, like gloves, just for the sake of their external manifestations, shocking others, not get into the essence and philosophy, which greater or lesser extent, exists in every informal movement. Even those who faithful to one of their informal organization, often do not understand it. Most such a surface is exactly the younger generation. Adolescents metal can organize massive fights and riots, hooligans, senior rude and assume that behave like true metal. They did not understand that this movement founded in the first place because of the music and a special attitude, and not because of the desire to destroy everything around. some negative feature of subcultures, which may adopt a teenager. The most dangerous of all sects. For example, a sect of Satanists. Very few "received" there may come back. She acts as if hypnotized at their followers. The teenager, following the rules of the cult of Satan will bring animals, if not human, the victim, participate in sexual abuse. It detrimental effect both on the man himself..

2. The rule of mass media in informal social control The mass media play another important role by letting individuals know what other people think and by giving political leaders large audiences. In this way the media make it possible for public opinion to encompass large numbers of individuals and wide geographic areas. It appears, in fact, that in some European countries the growth of broadcasting, especially television, affected the operation of the parliamentary system. Before television, national elections were seen largely as contests between a number of candidates or parties for parliamentary seats. As the electronic media grew more sophisticated technologically, elections increasingly assumed the appearance of a personal struggle between the leaders of the principal parties concerned. In the United States, presidential candidates have come to personify their parties. Once in office, a president can easily appeal to a national audience over the heads of elected legislative representatives.

In areas where the mass media are thinly spread, as in developing countries or in countries where the media are strictly controlled, word of mouth can sometimes perform the same functions as the press and broadcasting, though on a more limited scale. In developing countries, it is common for those who are literate to read from newspapers to those who are not, or for large numbers of persons to gather around the village radio or a community television. Word of mouth in the marketplace or neighborhood then carries the information farther. In countries where important news is suppressed by the government, a great deal of information is transmitted by rumor. Word of mouth (or other forms of person-to-person communication, such as text messaging) thus becomes the vehicle for underground public opinion in totalitarian countries, even though these processes are slower and usually involve fewer people than in countries where the media network is dense and uncontrolled.