1
00:00:17,607 --> 00:00:19,996
Thank you very much,
that was a very grand intro,

2
00:00:19,996 --> 00:00:22,677
and no, I don't play the piano
and surf at the same time,

3
00:00:22,677 --> 00:00:24,194
I don't think that would work.

4
00:00:24,194 --> 00:00:27,371
But it's a great morning, this morning,
you're having a good time?

5
00:00:27,371 --> 00:00:28,840
Audience: Yeah.
PM: Right. That's good.

6
00:00:28,840 --> 00:00:31,354
Because I'm going to need your help.

7
00:00:31,354 --> 00:00:34,260
I'm going to start with an experiment.
What I want you to do,

8
00:00:34,260 --> 00:00:36,559
is to take out your mobile phones, please.

9
00:00:37,341 --> 00:00:39,356
I'll give you a second to do that.

10
00:00:39,356 --> 00:00:41,044
If you have them on you, of course.

11
00:00:41,489 --> 00:00:43,536
Hopefully it'll be camera phones.

12
00:00:43,684 --> 00:00:45,930
What I'm going to ask you to do

13
00:00:45,930 --> 00:00:48,135
is to take a funny picture.

14
00:00:48,135 --> 00:00:49,181
Can be of anything.

15
00:00:49,181 --> 00:00:50,364
Can be of me, but

16
00:00:50,364 --> 00:00:52,168
it would be so conceited to say that,

17
00:00:52,168 --> 00:00:54,400
but a funny picture. A selfie, whatever.

18
00:00:54,400 --> 00:00:55,700
The person next to you...

19
00:00:55,700 --> 00:00:58,214
We're going to ask you to do that
right now, please.

20
00:01:00,788 --> 00:01:01,945
Okay, here's one I took

21
00:01:01,945 --> 00:01:04,863
of my prospective audience earlier.

22
00:01:07,129 --> 00:01:07,941
Brilliant.

23
00:01:11,277 --> 00:01:12,581
Ok.

24
00:01:13,351 --> 00:01:14,905
We're all there? Brilliant.

25
00:01:15,350 --> 00:01:16,662
What I'd like you to do now

26
00:01:16,662 --> 00:01:18,875
is to show that picture to
the person on your left.

27
00:01:18,875 --> 00:01:20,612
Some of you already are.

28
00:01:20,941 --> 00:01:23,571
Ok? If you're in an aisle, 
just show it across.

29
00:01:25,224 --> 00:01:27,152
Now I want you to also show that picture

30
00:01:27,152 --> 00:01:29,085
to the person on your right.

31
00:01:29,475 --> 00:01:31,910
In fact, why not show it to

32
00:01:31,910 --> 00:01:34,364
everyone around you?

33
00:01:34,364 --> 00:01:36,230
(Laughter)

34
00:01:37,687 --> 00:01:38,619
Great.

35
00:01:39,469 --> 00:01:42,461
This is like real-life 
social media in action.

36
00:01:43,081 --> 00:01:45,503
Ok. Now bring it back now.

37
00:01:48,530 --> 00:01:50,698
Ok. I need the front two rows now.

38
00:01:50,698 --> 00:01:52,811
Can I ask the front two rows to stand up,

39
00:01:52,811 --> 00:01:55,337
Including the people 
in the wings, thank you?

40
00:01:56,217 --> 00:01:58,884
Now it's a bold experiment 
we're going to do

41
00:01:59,454 --> 00:02:02,087
but I want the front two rows to decide

42
00:02:03,007 --> 00:02:05,234
decide whose picture is the funniest.

43
00:02:05,673 --> 00:02:08,116
Ok, whose picture is the funniest?

44
00:02:08,116 --> 00:02:10,807
And I'm going to give you just 20 seconds.

45
00:02:10,807 --> 00:02:12,641
So you might need to move around.

46
00:02:12,641 --> 00:02:14,721
Work it out.
I'm gonna give you 20 seconds.

47
00:02:14,721 --> 00:02:16,474
So, off you go, now.

48
00:02:16,474 --> 00:02:17,919
20,

49
00:02:17,919 --> 00:02:19,171
19,

50
00:02:19,171 --> 00:02:20,223
18,

51
00:02:20,223 --> 00:02:22,001
17,

52
00:02:22,001 --> 00:02:23,564
16,

53
00:02:23,564 --> 00:02:24,946
15,

54
00:02:24,946 --> 00:02:26,372
14,

55
00:02:26,372 --> 00:02:28,064
13... Have we got a short list yet?

56
00:02:28,335 --> 00:02:29,418
12,

57
00:02:29,678 --> 00:02:30,914
11,

58
00:02:30,914 --> 00:02:32,380
10,

59
00:02:32,380 --> 00:02:33,535
9,

60
00:02:33,535 --> 00:02:34,656
8,

61
00:02:34,656 --> 00:02:35,804
7,

62
00:02:35,804 --> 00:02:37,380
6,

63
00:02:37,380 --> 00:02:39,334
5,

64
00:02:39,334 --> 00:02:41,018
4,

65
00:02:41,018 --> 00:02:42,244
3,

66
00:02:42,244 --> 00:02:43,234
2,

67
00:02:43,234 --> 00:02:44,082
1...

68
00:02:44,082 --> 00:02:45,577
And they're still going.

69
00:02:45,577 --> 00:02:48,110
Ok. Can you sit down
if you've been discounted?

70
00:02:48,110 --> 00:02:49,493
Sorry very much.

71
00:02:50,603 --> 00:02:52,476
Do we have a winner?

72
00:02:52,966 --> 00:02:55,031
Do we have a winner?

73
00:02:55,961 --> 00:02:57,268
Over here?

74
00:02:57,678 --> 00:02:59,694
Is it... Sally!

75
00:03:00,076 --> 00:03:03,170
Ok, fantastic. Can we have 
a round of applause for Sally, please?

76
00:03:03,170 --> 00:03:06,466
(Applause)

77
00:03:06,656 --> 00:03:07,823
Brilliant.

78
00:03:08,880 --> 00:03:11,196
OK. So, Sally will probably sit down now

79
00:03:11,196 --> 00:03:12,834
and probably what she will do,

80
00:03:12,834 --> 00:03:14,520
she will go on to twitter and say,

81
00:03:14,520 --> 00:03:20,469
"ha ha, just won TEDxWoking
photo competition, aren't I cool? #irock"

82
00:03:22,089 --> 00:03:25,063
But that was an experiment
in the formation of popular culture.

83
00:03:25,063 --> 00:03:28,210
A group of people bound by 
the same common rows

84
00:03:28,210 --> 00:03:30,771
that they were sitting in,
decided on something,

85
00:03:30,771 --> 00:03:33,259
and that's how popular culture is formed.

86
00:03:33,679 --> 00:03:35,886
Now if Sally does tweet it,

87
00:03:35,886 --> 00:03:37,862
which she might do, 
-- go ahead! --

88
00:03:37,862 --> 00:03:40,401
and you might now go along and retweet it,

89
00:03:40,401 --> 00:03:43,041
and the image will spread,
you might put it on facebook,

90
00:03:43,041 --> 00:03:46,071
and it will spread even further.
She's not doing it, by the way.

91
00:03:46,071 --> 00:03:48,441
(Laughter)
You should do it, it's a good picture.

92
00:03:48,441 --> 00:03:50,377
Sally: It's a picture of him.
(Chuckles)

93
00:03:50,388 --> 00:03:54,326
But you'll probably say, "Phil, that's 
really interesting, it's just a picture."

94
00:03:54,326 --> 00:03:56,735
What about if the picture said this?

95
00:03:57,542 --> 00:03:58,743
[TEDxWoking]

96
00:03:58,743 --> 00:04:00,714
Suddenly it's no longer a picture.

97
00:04:00,714 --> 00:04:02,044
It's an idea.

98
00:04:02,044 --> 00:04:04,407
And that idea spreads.

99
00:04:04,407 --> 00:04:06,355
And what about if the picture said this?

100
00:04:06,355 --> 00:04:07,874
[TEDxSUX!]

101
00:04:07,874 --> 00:04:10,450
(Laughter)

102
00:04:10,450 --> 00:04:11,275
It's an idea.

103
00:04:11,275 --> 00:04:13,506
And when a group of people come together

104
00:04:13,506 --> 00:04:15,481
with a common idea,

105
00:04:15,481 --> 00:04:18,343
that's how popular culture is formed.

106
00:04:19,735 --> 00:04:21,088
Now historically,

107
00:04:21,088 --> 00:04:23,547
art and culture define popular culture.

108
00:04:24,593 --> 00:04:26,281
And a mechanism was always needed.

109
00:04:26,281 --> 00:04:28,767
Be it art, painting, or sculpture.

110
00:04:28,767 --> 00:04:31,008
Modern technologies changed all that now.

111
00:04:31,908 --> 00:04:36,551
Now a dad, in his Christmas jammies,
on Youtube,

112
00:04:36,551 --> 00:04:40,601
or even the way that you chose to
support your local charities

113
00:04:41,255 --> 00:04:43,254
is all available to us.

114
00:04:43,881 --> 00:04:47,339
And instead of just voting with
your sword or with your feet,

115
00:04:47,895 --> 00:04:50,754
all you have to do now to agree

116
00:04:51,514 --> 00:04:53,074
is Like.

117
00:04:53,074 --> 00:04:54,465
[Like]

118
00:04:54,835 --> 00:04:57,571
When certain ideas, interests or choices

119
00:04:57,571 --> 00:04:59,718
reach a critical mass within a society,

120
00:04:59,718 --> 00:05:01,750
they become widespread

121
00:05:01,750 --> 00:05:03,902
and proliferate throughout that society.

122
00:05:03,902 --> 00:05:06,167
A definition of popular culture.

123
00:05:07,717 --> 00:05:08,971
[Google/to google]

124
00:05:08,971 --> 00:05:10,934
But what happens when the mechanism

125
00:05:10,934 --> 00:05:13,285
for the spread of popular culture

126
00:05:13,285 --> 00:05:16,178
becomes part of popular culture itself?

127
00:05:16,740 --> 00:05:18,067
Take Google.

128
00:05:18,067 --> 00:05:19,781
It's a proper noun.

129
00:05:19,781 --> 00:05:21,367
But it's also a verb.

130
00:05:21,367 --> 00:05:24,334
And an intrinsic part 
of our popular culture.

131
00:05:26,513 --> 00:05:28,064
Historically,

132
00:05:28,064 --> 00:05:32,135
access to high culture, 
popular culture, was limited.

133
00:05:32,874 --> 00:05:34,460
Access to painting was limited,

134
00:05:34,460 --> 00:05:35,451
access to sculpture,

135
00:05:35,451 --> 00:05:37,440
theatre audiences, by their very nature,

136
00:05:37,440 --> 00:05:39,503
were limited.

137
00:05:39,853 --> 00:05:41,747
But fast forward to

138
00:05:41,747 --> 00:05:43,100
the invention of cinema,

139
00:05:43,100 --> 00:05:44,582
the wireless,

140
00:05:44,582 --> 00:05:45,324
TV.

141
00:05:45,324 --> 00:05:46,501
Suddenly popular culture

142
00:05:46,501 --> 00:05:48,367
is being beamed into our homes

143
00:05:48,367 --> 00:05:50,411
every single day.

144
00:05:52,940 --> 00:05:54,581
There's still the pop music.

145
00:05:54,851 --> 00:05:57,746
[Elvis vs Cliff]

146
00:05:57,746 --> 00:06:00,354
In 1956,

147
00:06:00,354 --> 00:06:02,477
when Elvis Presley 
first entered the charts

148
00:06:02,477 --> 00:06:04,682
and began his long-running battle
with Cliff Richard,

149
00:06:04,690 --> 00:06:07,093
you were either for Elvis,
or you were for Cliff.

150
00:06:07,093 --> 00:06:10,084
Some people may remember, not sure.

151
00:06:10,234 --> 00:06:12,121
It affected the way that you spoke.

152
00:06:12,121 --> 00:06:14,368
It affected the way you wore your hair.

153
00:06:14,368 --> 00:06:16,871
It affected the way the clothes you wore.

154
00:06:16,871 --> 00:06:19,192
I'm looking at it right here.

155
00:06:19,192 --> 00:06:20,327
Audience: Yeah.

156
00:06:20,327 --> 00:06:22,126
Elvis or Cliff?

157
00:06:22,126 --> 00:06:24,282
(Answer inaudible)

158
00:06:26,253 --> 00:06:28,171
But what happened was

159
00:06:28,191 --> 00:06:29,780
fast forward through the charts.

160
00:06:29,780 --> 00:06:31,613
Through the Beatles versus the Stones,

161
00:06:31,613 --> 00:06:32,733
New Romantics.

162
00:06:33,373 --> 00:06:34,728
Punk Rock.

163
00:06:34,728 --> 00:06:36,591
Mods versus Rockers.

164
00:06:37,091 --> 00:06:39,222
Pop culture became sub-culture.

165
00:06:39,222 --> 00:06:40,499
And increasingly,

166
00:06:40,499 --> 00:06:43,280
big businesses took over 
and became involved.

167
00:06:44,020 --> 00:06:47,049
We listen to what they let us listen to.

168
00:06:47,049 --> 00:06:49,280
We just have to look 
at the Christmas Charts

169
00:06:49,280 --> 00:06:52,667
of the last nine or ten years
to see that control.

170
00:06:53,853 --> 00:06:58,343
But then along came services
like Spotify and iTunes.

171
00:06:58,594 --> 00:07:01,200
You could listen to what 
you wanted to listen to,

172
00:07:01,200 --> 00:07:02,763
when you wanted to listen to it

173
00:07:02,763 --> 00:07:05,266
and wherever you wanted to listen to it.

174
00:07:05,835 --> 00:07:08,862
It's great. And music was free.

175
00:07:08,862 --> 00:07:12,272
But it became less of a group experience.

176
00:07:12,780 --> 00:07:14,278
It was no longer about

177
00:07:14,278 --> 00:07:16,306
sitting around the radio
on a Sunday evening

178
00:07:16,306 --> 00:07:18,127
listening to the Chart Show.

179
00:07:18,127 --> 00:07:21,113
And watching TV on a Thursday night.

180
00:07:21,113 --> 00:07:22,885
Watching Top of the Pops.

181
00:07:22,885 --> 00:07:25,051
Showing my age!

182
00:07:25,596 --> 00:07:27,125
Ok, talking of TV,

183
00:07:27,125 --> 00:07:28,985
who here watches EastEnders?

184
00:07:28,985 --> 00:07:30,874
Come on, don't be shy.

185
00:07:31,027 --> 00:07:33,030
Really? No one?
(Laughter)

186
00:07:33,030 --> 00:07:34,264
Is that Sam?

187
00:07:34,264 --> 00:07:36,237
Audience: Yes.
PM: OK.

188
00:07:36,240 --> 00:07:39,834
In the 2014 Christmas episode
of Eastenders,

189
00:07:40,002 --> 00:07:42,179
spoiler alert, close your ears now,

190
00:07:42,179 --> 00:07:44,133
when Lucy Beale died,

191
00:07:47,053 --> 00:07:49,761
8.39 million viewers.

192
00:07:50,151 --> 00:07:52,331
Backtrack to 1986.

193
00:07:52,331 --> 00:07:53,388
Christmas day.

194
00:07:53,388 --> 00:07:56,370
When Dirty Den served 
divorce papers to Angie,

195
00:07:57,949 --> 00:08:01,284
30.15 million viewers.

196
00:08:01,624 --> 00:08:04,800
Now is it that the program
EastEnders has gotten worse?

197
00:08:04,800 --> 00:08:06,111
Possibly.

198
00:08:06,111 --> 00:08:08,528
(Laughter)

199
00:08:08,528 --> 00:08:10,540
Is it that just less people watching it,

200
00:08:10,540 --> 00:08:13,730
it just doesn't relate to us anymore?
Possibly.

201
00:08:14,201 --> 00:08:18,310
Or is it just that the way that
we view television has changed?

202
00:08:18,577 --> 00:08:23,121
In fact, I can't remember the last time 
that I watched serial broadcast television.

203
00:08:23,121 --> 00:08:26,731
I want to watch what I want to watch
when I want to watch it.

204
00:08:27,653 --> 00:08:30,926
And video on demand has provided me that.

205
00:08:31,116 --> 00:08:33,659
[Netflix 4.5 million UK subscribers 
61% binge watch]

206
00:08:33,659 --> 00:08:35,602
Let's look at Netflix.

207
00:08:35,602 --> 00:08:38,157
There are 4.5 million
UK subscribers in the UK.

208
00:08:38,184 --> 00:08:42,063
4.5 million people who choose to watch
their television in a different way.

209
00:08:43,199 --> 00:08:44,926
That doesn't include BBC iPlayer

210
00:08:44,926 --> 00:08:46,030
4od,

211
00:08:46,030 --> 00:08:46,821
iTV Player,

212
00:08:46,821 --> 00:08:49,125
all the other video on demand services.

213
00:08:49,125 --> 00:08:50,584
But the interesting thing

214
00:08:50,584 --> 00:08:53,387
is the stat at the bottom.

215
00:08:53,387 --> 00:08:56,200
People don't just want to tune in
to watch one program

216
00:08:56,200 --> 00:08:58,843
when the broadcaster wants them to.

217
00:08:58,843 --> 00:09:00,429
Actually, I mean, you know,

218
00:09:00,429 --> 00:09:01,762
be it Breaking Bad, or

219
00:09:01,762 --> 00:09:03,357
the Good Wife, at the moment

220
00:09:04,617 --> 00:09:07,540
I want to watch more than 
one episode every evening.

221
00:09:07,570 --> 00:09:10,544
In fact, when House of Cards,
the last season, was released,

222
00:09:10,544 --> 00:09:13,691
people literally watched it all day
with minutes breaks in between.

223
00:09:13,706 --> 00:09:15,911
I don't know when they went to the toilet.

224
00:09:15,911 --> 00:09:17,829
(Laughter)

225
00:09:19,689 --> 00:09:22,751
The world of today is very different
to 40 years ago.

226
00:09:23,808 --> 00:09:25,439
All these services.

227
00:09:25,759 --> 00:09:28,727
In fact, if I had been stood up here
40 years ago,

228
00:09:28,727 --> 00:09:30,842
I'd probably would have been wearing

229
00:09:30,842 --> 00:09:33,288
a suit and tie, much like Ray!

230
00:09:33,860 --> 00:09:36,403
In fact, probably everyone in this room
would have been dressed

231
00:09:36,403 --> 00:09:38,658
exactly the same.

232
00:09:39,487 --> 00:09:41,861
The services like ASOS and Amazon

233
00:09:41,861 --> 00:09:43,544
provide us a choice.

234
00:09:44,294 --> 00:09:46,489
I can buy what I want to buy

235
00:09:46,489 --> 00:09:48,200
when I want to buy it.

236
00:09:48,200 --> 00:09:50,748
In fact, I challenge anyone in this room

237
00:09:50,748 --> 00:09:51,851
-- look around, now --

238
00:09:51,851 --> 00:09:54,491
to find a discernible fashion,

239
00:09:54,491 --> 00:09:56,088
beyond the odd beard.

240
00:09:56,088 --> 00:09:58,087
(Laughter)

241
00:09:58,087 --> 00:09:59,661
Because there isn't one.

242
00:09:59,661 --> 00:10:00,972
Because we're not beholding

243
00:10:00,972 --> 00:10:02,990
to the highstreet anymore.

244
00:10:02,990 --> 00:10:04,847
We don't behold in to go and walk down

245
00:10:04,847 --> 00:10:06,237
to the local Debenhams

246
00:10:06,237 --> 00:10:08,475
and buy whatever it is 
they're gonna sell you.

247
00:10:08,475 --> 00:10:10,220
You can buy whatever you want now.

248
00:10:11,127 --> 00:10:12,241
[10 Very Best Things]

249
00:10:12,241 --> 00:10:14,183
Okay. Let's look at a survey.

250
00:10:14,183 --> 00:10:16,338
So this is the top 10 Very Best Things

251
00:10:16,338 --> 00:10:17,853
for under 10's.

252
00:10:17,853 --> 00:10:20,252
It's from 2006
of the National Kids Day survey,

253
00:10:20,252 --> 00:10:21,871
but it still rings true today.

254
00:10:21,871 --> 00:10:24,126
Makes for interesting reading.

255
00:10:24,126 --> 00:10:25,231
Number ten, Heaven God.

256
00:10:25,231 --> 00:10:27,615
(Laughter)

257
00:10:27,615 --> 00:10:30,146
Number nine, watching films.
I think we'll all agree with that.

258
00:10:30,146 --> 00:10:31,487
Number eight, nice food.

259
00:10:31,487 --> 00:10:33,370
Number seven, friends.

260
00:10:33,771 --> 00:10:35,974
Number six, family.

261
00:10:35,974 --> 00:10:37,533
Number five, pop music.

262
00:10:37,533 --> 00:10:38,806
Number four, being healthy.

263
00:10:38,806 --> 00:10:41,281
It's good to see it 
in the top five, at least.

264
00:10:41,281 --> 00:10:43,965
Oh, I can never get 
my kids to eat their peas.

265
00:10:43,965 --> 00:10:46,329
Let's see what happens in the top three.

266
00:10:46,329 --> 00:10:49,253
Number three, being rich.

267
00:10:49,253 --> 00:10:51,795
Number two, good looks.

268
00:10:51,795 --> 00:10:54,686
Number one, being a celebrity.

269
00:10:55,332 --> 00:10:57,281
Kids under ten.

270
00:10:58,758 --> 00:11:00,671
Popular culture has become

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"popular culture".

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Our children and 
by association, ourselves,

273
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are obsessed with celebrities.

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It's fed into our homes.

275
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Endlessly, all day.

276
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And this causes a problem.

277
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This need for recognition.

278
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This, 'See me!'

279
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that social media plays directly into.

280
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75% of parents think negative influences

281
00:11:25,620 --> 00:11:28,141
from mass media are a serious problem.

282
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75% think that the influences

283
00:11:30,925 --> 00:11:32,911
from mass media are a serious problem

284
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in raising their children.

285
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Mass media like films, TV, music.

286
00:11:40,033 --> 00:11:41,445
And the problem is

287
00:11:41,695 --> 00:11:44,382
that now we've become voyeurs

288
00:11:44,382 --> 00:11:47,209
into the lives of celebrities.

289
00:11:47,209 --> 00:11:49,246
Of our friends, of our neighbors.

290
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In fact of everyone.

291
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Because cameras are everywhere.

292
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This was our Christmas team photo.

293
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Cameras are everywhere.
You can take a picture whenever you want,

294
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like we did at the start of this talk.

295
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But this allows us to do different things.

296
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Social media movements 
like Je suis CHARLIE,

297
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like the Harlem Shake,

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like the Icebucket Challenge,

299
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are only possible because of
what we carry around in our pockets.

300
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But these social media 
movements are brief.

301
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It's a wave that washes over society

302
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and then withdraws quickly.

303
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But it leaves a massive social media
legacy behind it.

304
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[So...is pop culture dead?]

305
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So, back to the original question.

306
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Is pop culture dead?

307
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Has it been hijacked by mass media?

308
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Are we being told 
what we should think now,

309
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rather than developing it ourselves?

310
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Or, are we actually 
creating popular culture,

311
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now, ourselves, through social media,

312
00:12:53,014 --> 00:12:56,205
every single second of every single day?

313
00:12:56,855 --> 00:12:59,167
Popular culture as we know it

314
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is probably dead.

315
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But long live popular culture.

316
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Thank you.

317
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(Applause)