Depends where you go: some places (i.e., Bowling Green) have specific Pop Culture programs.

Generally, though, I, as a folklorist, put pop culture under the cultural studies rubric: tv shows, etc., are official products from formal institutionalized spaces (major entertainment corporations). Fan communities that spring up around pop culture texts have elements of folklore.

Of course, this is a lot of hair splitting -- cult studs is a hybrid discipline, and one of its parents is folklore; a certain amount depends on how "close to the ground" you are theoretically and methodologically, as the Center for Folklore Studies at OSU puts it. Lots of folklorists who work with genres like fairy tales -- which are simultaneously literary, folk, and later media narratives -- wind up doing combined folklore/cultural studies work.