mediation - presentation on mass media studies & production

27
mediation mass media studies & production © Ampat Varghese Varghese 2013

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Content of a presentation I made on 26/8/2013 before an audience of around 200 principals and teachers from CBSE schools across Bangalore.

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Page 1: Mediation - presentation on Mass Media Studies & Production

mediation mass media studies & production

© Ampat Varghese Varghese 2013

Page 2: Mediation - presentation on Mass Media Studies & Production

the big picture

Page 3: Mediation - presentation on Mass Media Studies & Production

the new technologies

© E&Y

Page 4: Mediation - presentation on Mass Media Studies & Production

the ecosystem

© E&Y

Page 5: Mediation - presentation on Mass Media Studies & Production

the ecosystem

© E&Y

Page 6: Mediation - presentation on Mass Media Studies & Production

technology is driving change

© E&Y

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emerging markets

© E&Y

Page 8: Mediation - presentation on Mass Media Studies & Production

media via apps

© E&Y

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four dimensions of value

© E&Y

Page 10: Mediation - presentation on Mass Media Studies & Production

what about mother india in 2013? The digital transformation of the industry has finally entered the implementation phase.

Digitisation of cable in India was rolled out. Phase 1 is now largely complete in Mumbai and Delhi and progressing in Kolkata. Phase 2 is now underway. FDI in cable and DTH will bring in significant interest from foreign strategic investors and private equity players in these sectors.

Films saw robust growth of close to 21 per cent on the back of content that addressed various consumer segments. The digitisation of theatres is close to 80 per cent and projected to be nearly complete in 18-24 months – improving access for audiences and the economics for the business as a whole. Also, macro factors will enable the film industry in India to continue with its robust growth for years to come – rapid urbanization, headroom for multiplex growth and increasing sophistication in production and marketing will continue to drive revenue at near 11 per cent for the next several years. We are not far from achieving our next benchmark – the INR 10 billion box-office film

730 million TV Viewers

181 million Press

159 million Radio listeners

176 million Internet users

Significant potential to grow reach

in a country of one billion

© KPMG/FICCI

Page 11: Mediation - presentation on Mass Media Studies & Production

what about mother india in 2013? Radio too, is set for the – roll out of new licenses in 294 cities as announced

by the Finance Minister in his Union Budget speech of 2013 – a positive step

that can accelerate the sector’s growth.

Print continues to grow in India unlike in most countries. It has become more

competitive and vibrant over the last few years. And the industry is finally

acknowledging that challenges to its business model, though not immediate,

will emerge eventually. English markets will be challenged by the emergence

of the digital ecosystem first followed by regional markets. However, for the

foreseeable future, growth will continue at 9-10 percent CAGR.

The industry is estimated to achieve

a growth rate of 11.8

per cent in 2013 to touch INR 917

billion. The sector is

projected to grow at a healthy CAGR

of 15.2 per cent to

reach INR 1661 billion by 2017

© KPMG/FICCI

Page 12: Mediation - presentation on Mass Media Studies & Production

what about mother india in 2013? New media also emerged as a growth driver in 2012 – we saw the impact of

new media revenue for music companies reach critical mass, Youtube

became a significant revenue driver, the App economy in India began to take

off and OTT models are being experimented for TV.

2013 will be the year in which the promise of wireless broadband starts to find

fulfillment. There is a renewed push on 3G and limited launches of 4G

services – which are likely to go wider this year. This should provide content

companies a whole new platform on which to reach, entertain and – engage

its audience of a billion.

There is a dearth of formal training in most

creative disciplines of filmmaking such as

writing, editing, sound, production design,

visual effects and so on. We have no dearth

of talented individuals who are forced to

learn completely on the job due to the lack of

any structured training facilities for them to

avail of. Siddharth Kapur, MD, Disney UTV

© KPMG/FICCI

Page 13: Mediation - presentation on Mass Media Studies & Production

urgent need of the hour!

Video consumption as we know it

will be transformed by Gen C.

Content creators will need to start

catering to not just creation but

curation, connection and building

communities around their content.

© KPMG/FICCI

Page 14: Mediation - presentation on Mass Media Studies & Production

questions of approach Pedagogy – child-leading, gurukula system, top-down, rigid,

lecture mode, rote learning, non-autonomous, authoritarian,

culturally-fixed, content/theory driven, external motivation

Andragogy – man-leading, driven by need/reason to know,

problem-centred, internal motivation, experiential, relevance

and readiness

Heutagogy – self-determined, self-directed, experimental,

non-linear, learning how to learn, driven by discover and

inventiveness, innovative

Page 15: Mediation - presentation on Mass Media Studies & Production

3 contentions The base/foundation laid for Mass Media Studies and

Production is inadequate.

The syllabus is traditional and behind the times by at least 25

years. It is not contemporary, cutting-edge and future-looking

as demonstrated by the focus on five principal mass media -

Film, TV, Print, Radio and Internet.

The pedagogy is not suited for Mass Media Studies and

Production.

Page 16: Mediation - presentation on Mass Media Studies & Production

new foundation

SCIENCE TECHNOLOGY ENGINEERING ART MATHS

Page 17: Mediation - presentation on Mass Media Studies & Production

3 domains There are 3 domains that need to intersect/converge at the

foundation-level.

1. Art/Design

2. Science & Digital Technology (software and hardware)

3. Culture/Humanities

NOTE: This convergence cannot be brought about through the present syllabus which is based on the traditional notion of silos.

Page 18: Mediation - presentation on Mass Media Studies & Production

the present syllabus Introduction to the comprehensive understanding of the five principal mass

media viz. Film, TV, Print, Radio and Internet.

Introduction to the Evolution of Mass Media

To understand how the content of mass media shapes our thoughts, vision, ethics and action.

Analysis of the ways in which content is created in media

To understand creative and technical processes involved in filmmaking, television production, newsprint, radio and the internet.

Introduction to the organization of media and entertainment industries - the financial and commercial part

To delineate the roles and responsibilities of creative, technical and administrative people in media

To familiarize with the career options in media and entertainment industry

To analyze the vital importance of mass media in the functioning of a secular, liberal, democracies like India

To understand the Convergence of mass media as the futuristic trend opening up more and more exciting career and creative opportunities

Page 19: Mediation - presentation on Mass Media Studies & Production

the art/design advantage creative/imaginative

research/ethnography-driven

heuristic/functional

process-driven

iterative

multi-disciplinary

non-linear

integrative

innovative

socio-culturally responsive/responsible

Page 20: Mediation - presentation on Mass Media Studies & Production

5 key aspects heuristic – learning by doing

research – learning to contextualise

iterative/process-driven – learning through multiple POVs/

production – learning to make/prototype

management – learning to market/distribute

Page 21: Mediation - presentation on Mass Media Studies & Production

(re)designing the curriculum basics of visual culture/visual rhetoric/visual skillsets

research processes and methodologies

the real-world project/the studio project

science, technology, digital process/technical inputs

exploration/experimentation/iteration

innovation/testing/implementation

media mix/audience/market

Page 22: Mediation - presentation on Mass Media Studies & Production

we need hybrids not specialists the specialist can work only within an assigned silo

the hybrid can work across disciplines/platforms

the specialist finds it hard to collaborate

the hybrid’s lifeline is the collaborative process

the specialist fears to transgress boundaries

the hybrid specializes in transgressing boundaries

Page 23: Mediation - presentation on Mass Media Studies & Production

after +2, what & where SILO NON-SILO

Uni departments of Journalism/Comm National Institute of Design, Ahmedabad

Asian School of Journalism, Chennai Srishti, Bangalore

IIJNM, Bangalore FTII, Pune

Mudra Institute of Communication, Abad Flame, Pune

Xavier Institute of Comm, Mumbai MIT Maeer Institute of Design, Pune

IIMC, New Delhi DSK, Pune

Symbiosis Institute of Comm, Pune CEPT, Ahmedabad

Manorama School of Comm, Kottayam Uni departments in Film, Advt, Animation

Page 24: Mediation - presentation on Mass Media Studies & Production

labs, workshops, projects, seminars textbook learning is a NO-NO in the field of mass media.

textbook learning is only a fractional supplement.

textbook learning is increasingly replaced by SEMINARS.

textbook learning must relate to deep theory/critical thinking.

textbook learning must be replaced by learning by doing.

learning by doing happens in labs, workshops and projects.

Page 25: Mediation - presentation on Mass Media Studies & Production

the teacher conundrum shortage of teachers trained in visual skills and technology

shortage of teacher training systems

shortage of mass media professionals involved in teaching

lack of labs/studio spaces in schools because of costs

lack of will/ drive to move from 18th century to 21st century

lack of will/drive to move from lectures to practice

Page 26: Mediation - presentation on Mass Media Studies & Production

what should a student go out with? A LEARNING PORTFOLIO - a purposeful collection of student work that

exhibits a student’s effort, progress, achievements and competencies gained during a course or time in school. It provides a richer picture of learning through an efficient, dynamic and integrated process.

The portfolio demonstrates the student’s capacity to be:

Actively reflecting on collegiate experiences;

Identifying linkages between curricular and co-curricular involvement;

Integrating learning across experiences;

Evaluating aspects of experiences as they relate to academic, personal and professional identities; and

Communicating the integration of learning to various audiences.

Page 27: Mediation - presentation on Mass Media Studies & Production

thank you!