What is the meaning of “MEDIA
Media culture refers to the current western
capitalist society that emerged and developed
from the 20th century, under the influence of
The term alludes briefly the overall impact
and intellectual guidance used by the media
(primarily TV, but also the press, radio and
cinema), not only on public opinion but also
on tastes and values.
Cultural studyCultural Study
Advertising, Marketing, and Critique are all
features associated with MEDIA.
Media are technologies of communication
therefore meaning-production and meaning-
FILMS are often referred to as Mass Media
In mass media the source is central and usually
single, and audience are the total number of
human beings far away from the source.
So Mass media like films affect and influence a
large number of people and are therefore
integral to culture.
Media study and its role in the construction of
cultural values, its circulation of symbolic values its
production of desire is central to cultural study.
Media culture not only focus on cultural aspects
of any media but also paying attention to the
economics of media.
Media culture:- Wide range of media, from print
to the internet-is political and ideological.
Media culture reproduce existing social values,
oppressions and inequalities
Example :- Films and TV serials – perfect family
Media culture clearly reflects the multiple
sides of contemporary debates and problems.
Media culture helps reinforce the
hegemony and power of specific political,
cultural and economic groups.
The representations media are
Cultural studies of Popular
An analysis of the forms of
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
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
• The audience (fan)
• The marketing (publicity)
• The reviews, etc..
Cultural studies focuses on media culture
because it assumes that the media are very
significant contributors to ideologies and political
Media culture mostly supports the hegemony of
specific power groups.
Media culture makes oppressive conditions of
class and gender and often the economic angle to
cultural ideologies of the family or the law.