PRAKRUTI B BHATT 12 SEM-2 2013 CULTURAL STUDIESMEDIA CULTURE,AUDIENCE/RECEPTION & CULTURAL STUDIES
MEDIA CULTURE AND CULTURAL STUDIES Communication and community are linked. Communication is about language, discourse and representation. And representation is central to the production, consumption and mediation of cultural products.Advertising, marketing and critique are all features associated with media. Media are technologies of communication, and therefore of meaning- production and meaning-dissemination. Mass media constitute a public space.
Example:- DOORDARSHAN VS PRIVATE T.V. CHANNELS Media studies and its role in the construction of cultural values, its circulationof symbolic values, and its production of desire is central to cultural to culturalstudies today. Cultural studies of popular media culture seeks to bring to the surface theideologies and political ideas hidden in mass media entertainment, in the beliefthat media culture transmits ideologies that reinforce oppressive structures ofclass, gender, sexuality and race through popular representation.
CULTURAL STUDIES OF POPULAR MEDIA CULTURE INVOLVES:- An analysis of the forms of representation (symbols) An analysis of the political ideologies embedded in these representation(ideologies and values of the ‘family’, ‘Indianness’, ‘development’)
An examination of the financial sources/sponsors of the representation (for ex:, propaganda advertisements by coke after the report on pesticides in Coca Cola) An examination of the roles played by other object/people in propagating ideology (for ex:, the choice of Amie khan, after ‘patriotic films’ like Lagaan, Mangal Pandey, and Rang De Basanti, to assure people of the safety of Coca Cola)
Media culture mostly supports the hegemony of specific power groups. Media culture masks oppressive condition of class and gender and often the economic angle to cultural ideologies of the family or the law.
AUDIENCE/RECEPTION STUDIES Communication and representation are two-way processes: the message is sent from an addresser to an addressee through a medium. Cultural studies is interested in the ways in which audiences receive the message, how they respond to it, and the effects the message generates, A major component of Cultural Studies is therefore audience studies or reception studies. ‘Audience’ includes reader, listeners, viewers-consumers who consume different kinds of images and representations. Reception is the use of mediated cultural texts by the audience.