This document discusses media culture and its role as an effective tool in cultural studies. It defines media culture as the western capitalist society that emerged in the 20th century under the influence of mass media like television, press, radio, and cinema. Media culture examines the representation of social and political groups, and how it reproduces ideology and social inequalities. Cultural studies analyzes the forms of representation in media culture and the political ideologies embedded within them. Media ecology studies also explore the intersection of information, communication technologies, organizational behavior, and human interaction.

1. Name: Joshi Riddhi
Roll no: 30
Paper no.8 Cultural Studies
M.A: Sem-2
Enrolment no: 2069108420180028
Year: 2017-19
E-mail: Www.riddhij8@gmail.com
Submitted to:
Smt. S.B Gardi Department of English
Maharaja Krishnakumarsinhji
Bhavnagar University
Media Culture – as an effective tool in
Cultural Studies

2.  Subjectivity and power relations (Race,
gender, class relation) in culture (cultural
hegemony). -> The circuit of culture
Cultural Studies : Main Concerns
Political agenda of
Marxism + Post
Colonialism + feminism

3. Cultural studies interests
Cultural
studies
Community
Communic
ation
Language
Discourse Representation

4. 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
capitalist society that emerged and developed from
the 20th century, under the influence of mass media.
 The term allies 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.
What is Media Studies ?

5.  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.
Media

6.  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
internal to culture.
 Media culture is also representation 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
religious in the past. It has been considered as
taking the place of the old traditional religions.

7. Multi
media
Television
Radio
Tutorial/
Presentati
on
Entertain
ment
Game
Film
ICT
MusicPrinting

8.  Films
Films
raised to
Mass
Media
Mass
Commun
ication
Large
Number
of
People

9. The five kind of function of mass media which in first
three are very important:
Mass Media
To Inform
To Educate
To Entertainment
Transmission of Heritage
Commercial

10. Ancient Advertising
Painted notices in
Pompeii
Pamphlet advertising
A Pamphlet from the
1600s
Newspaper
Advertising
Ads from early 1900s
Modern Advertising
internet ads

11.  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.

12.  Mass Communication

13. Example of LGBT

14. Reproduction
Oppression
Social
Value
Inequality
Media Culture
Reproduction

15.  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) Productive
Example : Portrayal of Pakistan

16. As far as media culture is connected, it is also known as popular media
culture. Media culture can be highlight as an analysis of the forms of
symbols.
Cultural studies give more stress to media culture, which connection with
the political ideologies has embedded in these representations. On one
side media culture examines sponsors of the representation (For
examples- COCA COLA) and on the other hand it propagates the
ideology of the people. For example Amir Khan conveys his message to
remain away from the Coca-Cola by doing some patriotic movies such
as Lagan, Mangal Pandey and Rang De Basanti
 Popular Media

17.  The oppressive, unequal nature of Institution.
 Possible resistance to oppressive ideology.
 Contemporary cultural studies of media culture explores
what is being called ‘Media Ecologies’.
 Connection:
 Intersection of information
 Communication technologies
 Organizational behaviour
 Human interaction
Cultural Studies asks about

18. Exploration
Technology
’s ecology
Media
Culture Marketing Exploration

19.  An analysis of the forms of representation
(symbol)
 An analysis of the Political ideologies
embedded in these representation.
 An examination of the financial
sources/sponser of the representation.
 An examination of the role played by other
objects/people propaganda ideology.
Cultural studies of popular culture involves:

20.  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...
Media ecology study in Hindi Films:

21. Culture, I studied some examples of popular cultural artefacts
which clearly influenced behaviour in audiences throughout the
globe. Examples include groups of kids and adults who imitated
Rambo in various forms of social behaviour, or fans of Beavis and
Butt-Head who started fires or tortured animals in the modes
practiced by the popular MTV cartoon characters. Media effects are
complex and controversial and it is the merit of cultural studies to
make their study an important part of its agenda.
A few words more we may say that there are many
ways and different perspectives which help us to rethink about our
social life through Media and Media Culture. That’s why media
culture plays a vital role as an effective tool in cultural studies.
To sum up...