media culture - as an effective tool in cultural studies
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Topic:- Media Culture - as an effective tool in Cultural Studies.
Submitted to:Smt. S.B. Gardi
Department of EnglishM.K.Bhavnagar University, Bhavnagar.
Cultural Studies: Main Concerns
Subjectivity and power relations (Race, gender, class relations) in culture (cultural hegemony). the circuit of culture
Political agenda of
Marxism + Post colonialism + feminism
What is Media Studies?A Media study is an academic
field that deals with the content, form, history, effects,
and political implications of various media and
technologies.
What is the meaning of “MEDIA CULTURE?”
Media culture refers to the current western capitalistsociety that emerged and developed from the 20thcentury, under the influence of mass media.The term allides briefly the overall impact andintellectual guidance used by the media (primarily TV, butalso the press, radio and cinema), not only on publicopinion but also on tastes and values.
Media
Media Providing a specialization in the history,
theory, and methodology of Media Studies.
Popular culture and the mass media have a
symbiotic relationship each depends on the other in
an intimate collaboration."
By K.Turner
Advertising , marketing and
critique associated with media.
Technologies of
communication.
Production and meaning
broadcasting.
• Films are often referred as mass media or mass
communication. In mass media the source is central
and usually single, and the audience is total number
of human beings far away from the source. Thus
mass media like films affect and influence a large
number of people, and are integral to culture.
• Media culture is also representing religious and their
view. Now a day we can find many mythological TV
serials on it. Media culture, in its mass marketing, has
been compared to the role of religions in the past. It
has been considered as taking the place of the old
traditional religions.
Mass Media
The Five kind of function of mast media which in first three are very
important:
To Inform
To Educate
To Entertainment
Transmission of heritage
Commercial
• Advertisement through social media is very useful to understand Cultural. Now days we can find many writers and critics are using social site to connect with people. And they also write their books and blogs. So people can stay in touch with them. Many social media like: Face book, Twitter, You tube, E - mail etc.
Now a day in month of February
New Delhi World Book Fair-2015
than advertise of TV or some other
social Media.
In day to day life media culture helps to represent
the social as well as political life and economic
groups. Many times this representation can be
found in the media which are enlisted below:
(1) Suggestive
(2) Provocative
Example : Portrayal of Pakistan
• As far as media culture is concerned, it is also known as popularmedia culture. Media culture can be highlighted as an analysisof the forms of symbols.
• Cultural studies give more stress to media culture, whichconnection with the political ideologies has embedded in theserepresentations. On one side media culture examines sponsorsof the representations (For examples – COCA COLA) and on theother hand it propagates the ideology of the people. Forexamples Amir Khan conveys his message to remain away fromthe Coca – Cola by doing some patriotic movies such as Lagan,Mangal Pandey and Rang De Bansanti.
Popular Media
Cultural studies asks about
• The oppressive, unequal nature of institutions.
• Possible resistance to oppressive ideologies.
• Contemporary cultural studies of media culture explores
what is being called ‘media Ecologies’.
• Connection:
• Intersection of information
• Communication technologies
• Organizational behavior
• Human interaction
Cultural studies of Popular culture involves:
An analysis of the forms of representation (Symbol)
An analysis of the Political ideologies embedded in these representation.
An examination of the financial sources/ sponsor of the representation
AN examination of the role played by other objects/people propaganda ideology
Media ecology study in Hindi films:
• The Star and her/his personality
• The tools (camera, setting, light)
• The workers(technicians)
• The language
• The community(film industry, union, star relationship)
• The audience (fan)
• The marketing (publicity)
• The reviews, etc..
• Culture, I studied some examples ofpopular cultural artifacts which clearly influenced behavior inaudiences throughout the globe. Examples include groups ofkids and adults who imitated Rambo in various forms of a socialbehavior, or fans of Beavis and Butt-Head who started fires ortortured animals in the modes practiced by the popular MTVcartoon characters. Media effects are complex and controversialand it is the merit of cultural studies to make their study animportant part of its agenda.
A Few words more we may say thatthere are many ways and different perspectives which help us torethink about our social life through Media and Media Culture.That’s why media culture plays a vital role as an effective tool incultural studies.
To sum up..