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

Culture Study

Communication

Language Discourse Representation

Community

Cultural Studies Interests

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.

Multimedia

Television

Tutorial/

Presentation

Film

ICT

MusicPrinting

Game

Entertainment

Radio

Films

Films raised to

Mass MediaMass

communication

Large Number

of People

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.

Mass Communication

Example …LGBT

Reproduction

Media Culture Reproductions

Social Value

Oppression

Inequalities

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

Exploration

Technology’

s ecology

Media

Culture

Marketing Exploration

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..