This PPT is based on the Presentation of Semester 3 Submitted to DoE, MKBU. Paper no. 205A Cultural Studies and The topic of this presentation is 'Shaping Our Tastes: How Cultural Intermediaries Impact Culture'.

1. Shaping Our Tastes: How
Cultural Intermediaries
Impact Culture

2. Academic Information
● Name: Rajeshvariba H. Rana
● Roll No. : 16
● Enrollment No. : 4069206420220023
● Semester: 3rd
● Paper No.: 205A
● Paper Code: 22410
● Paper Name: Cultural Studies
● Topic: Shaping Our Tastes: How Cultural Intermediaries Impact Culture
● Submitted to: Smt. S.B.Gardi, Department of English, MKBU
● E-mail: rhrana148@gmail.com
● Date: 23 October 2023

3. Meaning
Pierre Bourdieu (1930-2002) was a prominent French sociologist
known for his work on social theory, cultural capital, and habitus,
influencing fields like sociology, anthropology, and education.
Pierre Bourdieu’s (1984)concept of ‘the new cultural
intermediaries continues to generate scholarly debates about his
intended meanings and various interpretations through which to
analyze cultural production, mediation and consumption.
The starting point for this area is usually Pierre Bourdieu's
Distinction: A Social Critique of the Judgment of Taste (1984), in
which cultural intermediaries are identified as exemplars of the
new petite bourgeoisie in 1970s France.
Cultural intermediaries are individuals or groups who act as bridges between producers
of culture (such as artists, writers, and creators) and consumers of culture (the general
public). They influence what cultural products and ideas gain visibility and acceptance
in society, often shaping popular taste and trends. (Kobayashi, Jackson, Sam)

4. Distinction
The main message of the Distinction basically reads that participation in culture
is entangled in differences between social classes, which means that social and
cultural stratifications are concurrent, and social differences coincide with cultural
choices. The natural consumers of high culture are social elites, whereas lower
classes are influenced by culture produced at a mass scale. (Stachowiak)
"Distinction" argues that people's cultural choices are linked to their social class.
The upper class consumes high culture, while the lower class prefers mass-
produced culture. Social and cultural distinctions go hand in hand.

5. Bourdieu explains how such culture
is created and disseminated:
New cultural intermediaries (the most
typical of whom are the producers of
cultural programmes on TV and radio or
the critics of ‘quality’ newspapers and
magazines and all the writer-journalists
and journalists-writers) have invented the
whole series of genres half-way between
legitimate culture and mass production
(‘letters’, ‘essays’, ‘eye-witness accounts’).
(Stachowiak)

6. Cultural Intermediaries as Gatekeepers
The concept of gatekeeping has existed in social sciences
since the late 1940s, when the social psychologist Kurt
Lewin concluded, on the basis of his research, that in all
kinds of social situations, the flow of information is always
uneven and incomplete. (Stachowiak)
Cultural intermediaries, as gatekeepers, control the flow of
information through various media, selecting and
transforming content, shaping what reaches the audience
in the process of cultural selection within contemporary
public life.
According to Richard E. Caves (2006: 537-539), cultural
gatekeepers are a critical element of the value chain in the
production of simple creative goods.

7. Taste-Makers: Influence trends and cultural preferences
Tastes are social; they are acquired through conditioning relative to social origin
and trajectory (e.g. class position, education and upward or downward mobility),
and are experienced as if they are natural and personal. (Maguire and Matthews)
Cultural intermediaries continue to play a significant role after globalization by
mediating between diverse global cultures, facilitating cross-cultural exchange,
and influencing the spread of cultural products and ideas on a global scale.
Cultural Intermediaries after Globalization

8. Role of Cultural Intermediaries
● Cultural intermediaries play several important roles in the realm of culture.
They play an important role, especially in the dissemination
of creative goods and serve as a bridge between creators and producers on
the one hand and recipients and consumers on the other hand. (Stachowiak)
● Mediators of Culture: Bridge the gap between creators and the public.
● Curation and Selection: Choose and showcase cultural content.
● Critics and Evaluators: Offer assessments and reviews.
● Promotion and Marketing: Help artists gain exposure and connections.
● Validation and Legitimization: Acknowledge the value of cultural products.
● Shaping Ideals and Values: Contribute to societal ideals and values.
● Connecting Communities: Build bridges within cultural communities.
● Innovators and Trendsetters: Introduce innovative ideas and concepts.
● Cultural Advocates: Support diversity and inclusivity in culture.
These points summarize the various roles played by cultural intermediaries in
shaping and mediating cultural content and its reception.

9. Intermediaries in Film
The marketing wing of the film, the distribution agency, puts out promotional
material. Various TV channels run 'the making of ...' programmes, suggesting a large
amount of 'inside' information about stars and stories. (Guerin)
Intermediaries involved in the film industry:
● Film Producers
● Distributors
● Film Directors
● Writers
● Talent Agents
● Film Studios
● Marketing and Publicity Agencies
● Film Festivals
● Film Critics and Reviewers
● Streaming Platforms
● Exhibitors (Cinemas)
● Social Media Influencers

10. (Basuroy) (Camargo and Follows)

11. What exactly is the relationship of the cultural intermediary to the product
being sold?
The relationship of a cultural intermediary to the product being sold is one of mediation
and facilitation. Cultural intermediaries act as brokers or middlemen, connecting cultural
products with their intended or target audiences. They influence the reception and
consumption of these products by shaping their presentation and context.
Does the intermediary really influence
audience reactions?
Yes, intermediaries can indeed influence audience
reactions. Cultural intermediaries, such as critics,
curators, marketers, and media outlets, shape how a
cultural product or message is presented, framed, and
contextualized. This can impact how audiences
perceive and respond to the content.
For example, a positive review from a respected critic
can enhance a film's reputation and encourage people
to watch it.

13. Conclusion
Cultural intermediaries are pivotal in
shaping, connecting, and influencing
cultural content. They bridge creators
and audiences, curate, critique, and
define tastes, playing a central role in
cultural dynamics.

14. References
Kobayashi, K., Jackson, S.J. & Sam, M.P. (2017). Multiple Dimensions of Mediation Within Transnational Advertising
Production: Cultural Intermediaries as Shapers of Emerging Cultural Capital. Consumption Markets & Culture. DOI:
10.1080/10253866.2017.134542.
Basuroy, Tanushree. “India: cinema advertising spend 2023.” Statista, 13 June 2023,
https://www.statista.com/statistics/1263575/india-cinema-advertising-spend/. Accessed 23 October 2023.
Camargo, Eliel, and Stephen Follows. “How are movie advertising budgets spent?” Stephen Follows, 18 March 2019,
https://stephenfollows.com/how-are-movie-advertising-budgets-spent/. Accessed 23 October 2023.
Guerin, Wilfred L. A Handbook of Critical Approaches to Literature. Oxford University Press, 2005.
Maguire, Jennifer Smith, and Julian Matthews, editors. The Cultural Intermediaries Reader. SAGE Publications, 2014.
Accessed 23 October 2023.
Stachowiak, Krzysztof. “CULTURAL INTERMEDIARIES AND ThEIR RoLE IN CREATIvE ECoNoMy.” zalacznik.uksw.edu.pl,
2019, https://zalacznik.uksw.edu.pl/sites/default/files/zalacznik_eng_2019_2.17_Stachowiak.pdf. Accessed 23 October
2023.

15. Thankyou