Pop culture, culture pop ou encore culture populaire sont des termes devenus tendances et que certains s’amusent à utiliser un peu ( trop) tout le temps. Effet de mode ou instrumentalisation par les marques, ce qui est sur c’est nous n’avons pas finis d’en entendre parler !
C’est quoi la pop culture ?
En réalité, c’est loin d’être une nouvelle expression hype…Sorry. Parce qu’elle a tout simplement toujours existé. Pour comprendre ce qu’elle est, une seule méthode, regarder autour de vous. La pop culture c’est une représentation de la société actuelle qui se nourrit de références et d’influences cinématographiques, artistiques ou encore musicales connues du plus grand nombre. Oui, P-O-P-U-L-A-I-R-E quoi.
Par exemple, aujourd’hui on ne peut pas passer à côté de la culture web avec les mèmes ou toutes ces vidéos qui nous font rire sur notre fil d’actualités Facebook. Finalement c’est juste ça la pop culture, des références que tu connais, que tes potes connaissent aussi et dont on va parler entre nous facilement en se comprenant. Cette vidéo du chat qui se prend un mur, oui on l’a tous vu. Et on ne s’en lasse pas.
Back to basics
Pour comprendre la pop culture, il faut aussi remonter une petit peu en arrière et revenir à l’origine du terme. Pour la petite anecdote, le terme de « culture populaire » a été pour la première fois abordé au XIXe siècle par un certain Johann Heinrich Pestalozzi. Non, on ne sait pas non plus qui est ce penseur suisse. Ce qui est important c’est de noter qu’à l’époque cette culture prend sa source dans l’éducation des classes inférieures en opposition à la culture officielle que détenaient les classes supérieures.
La pop culture s’est alors développée grâce aux mouvements artistiques minoritaires tels que le street art ou le pop art et son incarnation Andy Wharol. Il ne faut bien sûr pas oublier les premières icônes féminines que sont Marilyn Monroe et son poupoupidou ou encore Audrey Hepburn !
Mais alors pourquoi on en entend parler de plus en plus ?
Parce qu’aujourd’hui les marques ont compris l’importance d’être ancrées dans la réalité du commun des mortels et l’intérêt marketing de s’insérer dans la pop culture pour toucher de plus en plus de monde. C’est comme ça qu’on peut se retrouver dans un rayon de déco face à un porte bijoux griffé des célèbres oeuvres de Roy Lichtenstein.
Ahhh, marketing quand tu nous tiens !
Véritable outil de communication, les marques s’emparent de la pop culture afin d’être plus proche de nous en utilisant des références que nous connaissons tous. On pense par exemple à la marque Oasis, qui utilise régulièrement des références comme « datte Punk » en référence au fameux groupe français dans un de ses spots.
Netflix se sert souvent de mèmes ou de Gifs dans sa communication sur les réseaux sociaux afin de se positionner au plus près de sa cible. Primark n’est pas en reste avec ses nouveaux tee-shirts et objets en tout genre qui font partie d’une collection spéciale Friend’s, série incontournable de notre époque.
Bref, vous l’aurez compris, le marketing ne met jamais bien longtemps à flairer comment se rapprocher de nous ! La culture pop c’est LA méthode parfaite pour les marques. Si certains regretterons que la culture pop devienne de plus en plus mainstream, d’autres semblent apprécier de retrouver leur série préférée Games of Throne réutilisée par la marque de maquillage Urban Decay ( si si allez voir ! ).
A bientôt pour un nouveau retournement !
Matilde
Super Article , beaucoup de talent ..
Quand BRANDING rime avec ART 💥💥💥
Article très clair, interressant et ludique sans pour autant être bébete.
Merci Mathilde
Quel talent!!!!
J’adore !!!
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