1. PRAKRUTI B BHATT
12
SEM-2
2013
CULTURAL STUDIES
MEDIA CULTURE,AUDIENCE/RECEPTION
& CULTURAL STUDIES

2. 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.

3. Example:-
DOORDARSHAN VS PRIVATE T.V. CHANNELS
 Media studies and its role in the construction of cultural values, its circulation
of symbolic values, and its production of desire is central to cultural to cultural
studies today.
 Cultural studies of popular media culture seeks to bring to the surface the
ideologies and political ideas hidden in mass media entertainment, in the belief
that media culture transmits ideologies that reinforce oppressive structures of
class, gender, sexuality and race through popular representation.

4. 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’)

5.  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)

6.  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.

7. 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.

8. Example of GANDHI JI:
Example of TRICOLOUR:

9. THANK YOU………….

10. THANK YOU………….