Brits keep up with popular trends at the expense of the classics
London--July 2003: New research from Amazon.co.uk reveals that popular culture is taking over the country as Brits lose touch with their cultural heritage.

While two out of three (66%) of us can recall the plot of the first Harry Potter book, Harry Potter and the Philosopher's Stone and correctly name the book's villain, Voldemort, only one in four (28%) could recall the storyline of Shakespeare's Hamlet, arguably one of the most famous works in the English language, or recall the plot detail that Hamlet planned to murder his uncle.

It's not only Shakespeare that suffers. The survey, which polled 1,100 Amazon.co.uk customers nationwide, found that over half (51%) of the respondents couldn't correctly identify the novel that first introduced us to literature's "Mr Darcy" (in Jane Austen's Pride and Prejudice). One in four (28%) either didn't know who he was, or thought he was the creation of Helen Fielding who dreamt him up for the first time in her 1996 novel, Bridget Jones's Diary.

When it comes to music, however, Brits seem to be better informed. Almost two thirds (71%) are able to identify Sir Edward Elgar as being one of Britain's greatest composers, while only 31% knew Robbie Willams was the artist who sang the 2002 hit song, "Feel". Culturally Confused

When asked how they prefer to be--up to date with the latest entertainment trends and current affairs, or up to speed with classical culture--nearly three quarters of those questioned (69%) said they would much prefer to be up to date with what's going on now rather than be versed in "classical" culture.

However, in the same breath, the British show a curious contradictory behaviour. What people would find most embarrassing is being shown up in front of friends and being labelled "uncultured", because they have little or no classical cultural knowledge. Over a third (36%) cited not knowing about Shakespeare's plays as more embarrassing than not knowing who was No 1 in the music charts (8%).

Consultant psychologist Dr Aric Sigman, commenting on the findings said:

  • Our knowledge of culture is--such as the type of car we drive or the way we dress--a social marker. And the books, CDs and DVDs on our shelves as well as our ability to comment on them reflect how our knowledge of culture is a social currency.
  • Amazon.co.uk's research reveals how the British therefore feel under pressure to be 'culture jugglers'. They feel that to be perceived by their peers as truly 'cultured' they should not only be well versed in the latest news and the coolest films, music and cult books, but should also know their Bizet from their Puccini, their Hardy from their Bronte. At the same time, they want to keep up with the type of culture they truly enjoy; but with today's frenetic lifestyles, it's impossible for people to keep up with the ever-broadening cultural mix.

Cultural Barriers
Almost half (49%) of the British respondents claimed one of the biggest barriers to becoming more culturally active is knowing where to start--the perception being that classic cultural staples such as Milton or Verdi are inaccessible to a beginner. Aric Sigman disputes this:

  • Our society now offers more availability, information and advice on classic works than ever before. Perhaps the British should become less label-conscious in their approach to the arts, as good art exists in every category of literature, film and music. And in reality, most people will find they like a mix of classical and more current offerings--it's not an either/or proposition. At the same time, we should try sampling new genres and styles. Instead of feeling guilty and embarrassed about what we don't know we should focus more on what we do know and enjoy and how we can extend this knowledge and enjoyment.

Commenting, Greg Hart, Director of Media Products for Amazon.co.uk said:

  • Amazon.co.uk makes it easy for customers to sample a wide variety of books, music, DVDs and videos. By providing features such as expert and customer reviews, as well as personalised recommendations, we can help you find the artists and styles best suited to your interests.

For further information please contact the Amazon.co.uk press office on 020 8636 9280.

About Amazon.co.uk

Amazon.co.uk opened its virtual doors in October 1998, and strives to be the world's most customer-centric company, where customers can find and discover anything they might want to buy online. Amazon.co.uk and sellers list millions of new and used items in categories such as Books, Music, Video, DVD, Software, PC & Video Games, Electronics & Photo, Home & Garden, and Toys & Games!. Through Amazon Marketplace, zShops and Auctions any business or individual can sell virtually anything to Amazon.co.uk's millions of customers. Amazon.co.uk customers enjoy the benefits of industry-leading online-shopping technology, such as secure credit-card payment, personalised recommendations, streamlined, 1-Click® ordering and hassle-free Bid-Click® auction bidding. Through Amazon Anywhere, Amazon.co.uk is also available on mobile phones with WAP technology--see www.amazon.co.uk/anywhere for details.

Amazon.com and its affiliates operate seven websites: www.amazon.com, www.amazon.co.uk, www.amazon.de, www.amazon.fr, www.amazon.co.jp, www.amazon.ca, and www.joyo.com.

As used herein, "Amazon.com," "we," "our" and similar terms include Amazon.com, Inc., and its subsidiaries, unless the context indicates otherwise.

Forward-looking Statement

This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management's expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to potential future losses, significant amount of indebtedness, competition, management of growth, potential fluctuations in operating results, fulfillment center optimization, seasonality, commercial agreements, acquisitions, and strategic transactions, foreign exchange rates, system interruption, international expansion, consumer trends, inventory, limited operating history, government regulation and taxation, fraud, and new business areas. More information about factors that potentially could affect Amazon.com's financial results is included in Amazon.com's filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the year ended December 31, 2003, and all subsequent filings.