Abstract
Studies have revealed that in the age of digital media, popular culture has emerged as a powerful phenomenon. With this in mind, this article critically examines how media is the key player in promoting and reinforcing popular culture. Further, it illuminates the cultural shift with urbanization and industrial progress. In this regard, available literature of the past twenty years has been critically reviewed. This piece of research confers different sources of popular culture such as movies, TV programs, online video gaming, politics, music, sports, advertisements, e-commerce, and mobile applications and describes the significant role of the media in popularizing and endorsing it. This study concludes that the media has played a significant role in cultural change and that the media and pop culture are inter-reliant. This study also suggests that popular culture has a significant influence and power that can be helpful for agenda setting and cultural diplomacy. Pop culture is dynamic and the media plays a crucial role in promoting popular culture.
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