My Pretensions on Media Culture - as an effective tool in Cultural Studies.Cultural Studies: Main Concerns Subjectivity and power relations (Race, gender, class relations) in culture (cultural hegemony). the circuit of culture.

1. Topic:- Media Culture - as an effective
tool in Cultural Studies.
Submitted to:
Smt. S.B. Gardi
Department of English
M.K.Bhavnagar University, Bhavnagar.

2. Cultural Studies: Main Concerns
 Subjectivity and power relations (Race, gender, class
relations) in culture (cultural hegemony).  the
circuit of culture
Political agenda of
Marxism + Post
colonialism + feminism

3. Culture Study
Communication
Language Discourse Representation
Community
Cultural Studies Interests

4. What is Media Studies?
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 allides 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.

5. Media
 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.

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 integral to culture.
• Media culture is also representing 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 religions in the past. It
has been considered as taking the place of the old
traditional religions.

7. Multimedia
Television
Tutorial/
Presentation
Film
ICT
MusicPrinting
Game
Entertai
nment
Radio

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

9.  Mass Media
The Five kind of function of mast media which in first three are very
important:
To Inform
To Educate
To Entertainment
Transmission of heritage
Commercial

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.
Now a day in month of February
New Delhi World Book Fair-2015
than advertise of TV or some other
social Media.

12.  Mass Communication

13. Example …LGBT

14.  Reproduction
Media Culture
Reproductions
Social
Value
Oppression
Inequalities

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) Provocative
Example : Portrayal of Pakistan

16. As far as media culture is concerned, it is also known as popular
media culture. Media culture can be highlighted 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 representations (For examples – COCA COLA) and on the
other hand it propagates the ideology of the people. For
examples 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 Bansanti.
 Popular Media

17. Cultural studies asks about
• The oppressive, unequal nature of institutions.
• Possible resistance to oppressive ideologies.
• Contemporary cultural studies of media culture explores
what is being called ‘media Ecologies’.
• Connection:
• Intersection of information
• Communication technologies
• Organizational behavior
• Human interaction

18. Exploration
Technology’
s ecology
Media
Culture
Marketing Exploration

19. Cultural studies of Popular culture
involves:
An analysis of the forms of representation
(Symbol)
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 ideology

20. 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
relationship)
• The audience (fan)
• The marketing (publicity)
• The reviews, etc..

21. • Culture, I studied some examples of
popular cultural artifacts which clearly influenced behavior in
audiences throughout the globe. Examples include groups of
kids and adults who imitated Rambo in various forms of a social
behavior, 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..