Culture and communication

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Culture and communication

  1. 1. Dr Archana R Singh
  2. 2. “The medium is the message” Marshall McLuhan
  3. 3. The medium creates the messageThe meaning creates the contextThe context creates medium…
  4. 4. CommunicationArt Culture Media
  5. 5. Why Stories? Moral compass of a society Cultural identity of a people Psycho-social development of a child (identification and modeling) Literacy and cognitive competence Social bonding and cultural capital (peer and family)Timeline? Oral to Literate to Electronic StorytellingMedium in search of a form Evolution of genres- puppets, circus and variety, talent shows, drama, action adventure, comedy, From comic book to cartoon Slapstick Humour Episodic Plots The child as character vs. the superhero as character
  6. 6.  Live action and adventure - Sky King, Davy Crockett, Captain Midnight Family Life/ Soaps: Lucy, Father Knows Best, Beaver, , Uttaran, Laado Nature- Animal Kingdom, National Geographic Children‟s specials :Disney Channel, Cartoon Network Sesame Street, Nickelodeon Pogo Educational – Edutainment, History, Discovery, News and Current affairs Travel shows- Travel and living, NDTV Good Times,
  7. 7.  Compression of space and time  Larger and larger territories covered: networks of networks emerging (www)  Mobile, wireless access: ubiquity  Communication across borders virtually instantaneously Commoditization  Spread of private and not public enterprise, interpenetration of marketing, consumption and media  Widespread ideology of consumption/consumer “sovereignty” Deregulation, Concentration and Conglomeration  Withdrawal of public sector, less regulation, more role for market  Trend to mergers and acquisitions  Multi media holdings
  8. 8.  Globalization Growth in international trade in cultural products, rise of 6 or 8 main companies dominating markets and merging industries AOL Time Warner ;Disney, Vivendi, Viacom, Sony, NewsCorp Digitization and Convergence Conversion of sound pictures and text into computer readable formats by representing them as strings of zeros and ones Now, telecommunication providers involved in TV and cable Digitization enables the production, circulation, manipulatio n and re-purposing or storage of information on unprecedented scale Specialization /demassification Narrowly “casting‟ or “targeting” communication to particular interests… shrinking share of general interest TV Personalization The “daily me”: personal tailoring of media diet/media products Ideal type: MP3 downloading of custom music
  9. 9.  Encode meaning-----decode meaning Involves Creation of the Text, design of the sign. symbol or codes and signification or interpretation Communication is much more than message exchange.. The enrichment that communication brings in terms of culture, cohesion and connectedness is widely acknowledged Communication construct a map of meaning for people in everyday life Embraces ideology/belief systems and ritual: mass communication is the representation of shared beliefs where „reality‟ is produced maintained, repaired and transformed
  10. 10. Sources of Cultural Identity Race Ability/ Ethnicity/ Disability Nationality Language Social Class Social The Sex/ Status Individual Gender Religion Health Sexuality Age Geographic Region
  11. 11. Family School Technology ChurchWorkplace Community The Individual * NeighbourhoodPrint Media The Arts Peer Group Cushner, McClelland, & Sports Electronic Safford (1996), Human Media Diversity in Education: An Integrative Approach, p. 66
  12. 12.  Fine Arts & Entertainment • Visual Arts • Performing Arts • Multimedia Production Mass Communication • Print & Broadcast Journalism • Public Relations Graphic Communication • Graphic Design • Printing
  13. 13. 2 Years of College 4 Years of College More than 4 Years of College PHOTOGRAPHER GAME DESIGNER MUSEUM CURATOR FASHION ARTIST FINE ARTIST COMPOSER INTERIOR DESIGNER DIRECTOR CONDUCTOR ACTOR GALLERY MANAGERASSISTANT PRODUCER STAGE MANAGER GAME TESTER RADIO ANNOUNCER PRODUCER SCREENWRITER PLAYWRIGHT DANCE CHROEOGRAPHER DANCER CASTING DIRECTOR
  14. 14. WITH 2 YEARS OF WITH 4 YEARS OF WITH MORE THAN 4 COLLEGE COLLEGE YEARS OF COLLEGESOFTWARE APPL. SUPPORT JOURNALIST RESEARCHER SPECIALIST ELECTRONIC TECH. NOVELIST HISTORIANAUDIO-VISUAL EQUIPMENT WRITER PUBLIC RELATIONS TECH. DEPT MANAGER WEB DESIGNER REPORTER EDITOR PUBLIC RELATIONS BOADCAST NEWS ANALYST ADVERTISING FIRM ASSISTANT CEO MEDIA BUYER RADIO ANNOUNCER ADVERTISING LAYOUT TELEVISION ANNOUNCER DESIGNER COMMUNICATIONS MANAGER
  15. 15. WITH AN ASSOCIATE‟S WITH A BACHELOR‟S DEGREE WITH MORE THAN A DEGREE OR LESS BACHELOR‟S DEGREE PRE-MEDIA/PRE-PRESS PRE-MEDIA/PRE-PRESS COMPUTER SYSTEMS IMAGING SPECIALIST MANAGER ENGINEER BINDERY & FINISHING PRODUCTION MANAGER EQUIPMENT DESIGN TECHNICIAN GRAPHIC DESIGNER OPERATIONS MANAGER EQUIPMENT DESIGN ENGINEER DESKTOP PUBLISHING INK CHEMISTDIGITAL IMAGING SPECIALIST PAPER SCIENTIST PRESS OPERATOR
  16. 16.  Mainstream culture - the arts, artifacts, entertainments, fads, beliefs, and values shared by large segments of the society. Appeals to as large an audience as possible and rarely challenges current accepted values. By examining the patterns, values, and ideologies in popular culture, we can find out how a society thinks and behaves and what a society believes. However, the most important effect of media, and especially TV, is not just derived from the exposure of visual images and commercials that tend to create a popular consumer culture, but also from what we are not exposed to. The gate keepers of the news industry control all the information, and decide on what to publish or broadcast, based on the ideology and the structure of the institution. This is not censor in classical sense, but rather an auto-control mechanism that functions for the survival of the system and the controlling of the public. Therefore, whatever is presented in the news would rather be a part of the popular culture (created by the entertainment industry) or would serve it, since the popular culture itself is created for the growth of the capitalist economy and the homogenization of the society, which are essential elements for a stable system.
  17. 17. Diamonds Are Forever Most people will own a diamond at some point in their life. Today, it is considered necessary to exchange diamond rings when marrying. However, diamonds were not always synonymous with love. Before 1938, diamonds were considered valuable because they were scarce stones. In 1938, N. W. Ayers, a New York advertising agency was hired to change public attitude about diamonds. The agency successfully transformed public perception of diamonds from a financial investment to a symbol of everlasting love. Few people will fail to recognize the 1947 N. W. Ayers slogan, "a diamond is forever". Marketing changed public perception, molded popular culture, and increased sales of diamonds by creating a new target audience.
  18. 18.  What are the characteristic activities of this culture, and with what purpose? Who participates? Who is excluded from participating and why are they excluded? What knowledge or skills are required to participate? What equipment, technologies, or media are necessary? To what extent is fashion, appearance, or uniformity of dress important? What common values, beliefs, ideologies, or goals are shared by the participants? What initiations, rites of passage, or rituals are involved? What kinds of hierarchies exist? What mechanisms of control are involved: rules, laws, policing, security? How does this popular culture promote itself? How is it received (appreciated, supported, discouraged) by the surrounding culture? What threats or challenges does this sub-culture face?
  19. 19.  How art, culture and media are interrelated How the medium always looks for the best method to transmit the meaning How the trends in communication affect the message and subsequently the culture. How mass media helps in the creation of cultural identity How important mass media is in producing popular culture How fads and trends address particular needs in our society How language influences and is influenced by popular culture How the media and marketing strategies make popular culture a business
  20. 20. archana@pu.ac.in

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