What is the value in studying popular culture?

So, Dad, I thought I'd make this first post a question for you. I'm preparing to teach a class on Popular Culture in the Fall semester (how north american I sound these days) and one of the first things I want to discuss with the students is what exactly is the value in what we are doing. What do you think? Do you think it's a significant and worthwhile topic of study? What does popular culture mean to you? What do you think students might learn from its study?