S. B. GARDI DEPARTMENT OF ENGLISHM.K.BHAVNAGAR UNIVERSITYPrepared by: Gohil. Devikaba. J

Roll no.: 05

Course No.:08

Course Name: The Cultural Studies

Enrolment No. : Pg14101015

Topic name: Media culture and Culture Studies

In brief about Media Culture:• Advertising,

marketing and critique are all features associated with media.

• Two kinds of media that is one-to-one (i.e. phone conversation between two person) and the other is mass communication (i.e. the films).

• Mass media constitute a public space.

• They generate debates, influence opinion and create markets.

• And they may not be controlled by the state but they are controlled by large corporations that generates enormous profits.

Popular culture and cultural studies:• Mass media is

connected with popular culture.

• Popular culture is the media, products, and attitudes considered to be part of the mainstream of a given culture and the everyday life of common people.

• Studying media culture is not only to focus on the ‘cultural aspects’ of any media but also paying attention to the economics of media.

• Media culture clearly reflects the multi sides of contemporary debates and problems.

• It is there for this reason that any reading of the media must always be a political reading.

Examples: Suggestive

provocativ

e

Examples: • In the

suggestive type of advertisement the appearance of the celebrity is more important.

• The word ‘Just Friends’ is more important.

• In the provocative type of advertisement the message conveyed through the language is more important.

• The word ‘Todo nahi jodo’ is more important.