Page 129 - Sociology and You

Chapter 3 Culture 99
Star Wars
and the
Internet
When Star Wars first appeared in theaters in the late 1970s, director George Lucas probably did not realize that he had almost single-handedly created a full-fledged cultural phenomenon.
Virtually everyone in the United States now recognizes Luke Skywalker, Darth Vader, and Yoda. Most Americans know what “May the Force be with you” means.
The movies in the Star Wars series have certainly been extremely popular in their own right, but the Internet has also been important in their penetration into popular culture. In 1999, Star Wars fans kept in touch over the Internet as they eagerly awaited The Phantom Menace, the first new Star Wars film in sixteen years. Anticipation of the first “prequel” was incredibly intense, and pirated footage spread to more than sixty web sites within hours of first being posted. In response, Lucasfilm’s official web site posted the film’s trailer and was promptly overwhelmed with 340 “hits” per second. The impact of the Internet on this bit of American culture is undeniable.
“Everyone said this was the most top-secret movie ever made, that it was tighter than Fort Knox, no leaks whatsoever,” says Scott Chitwood, aged twenty-five, who’s the emperor of TheForce.net. “Well, most web
site operators knew the plot a year ago. That’s all because of the Internet.”
Of course, the cultural effects of Star Wars are not limited to the box office. Star Wars is much more than a movie. It is a mini-culture, or subculture, unto itself. It has its own icons, symbols, and language. And elements of this subculture have entered the larger culture. Merchandise related to the first three Star Wars movies totaled over $4.5 billion in sales between 1977 and 1999. That alone amounts to more than four times the revenues generated from the films themselves. These items include toys, soundtracks, costumes, and licensing fees. With the increased popularity of e-commerce, the Internet has become a cultural force to be reck-
oned with.
Analyzing the Trends
1. What other recent events are now part of popular culture in the United States? Tell what aspects of these events have made their way into our thinking, feeling, and behaving.
2. Predict ways in which the increasing popularity of the Internet may alter our understanding of culture.