Dr. Archana R. Singh discusses the interrelationship between art, culture, media and communication. She explains that [1] the medium shapes the message and context, [2] stories are important for moral, cultural and cognitive development, and [3] media has evolved from oral to print to electronic formats. She then analyzes trends in media like globalization, digitization and personalization and how they affect popular culture and cultural identity. Overall, the document examines how art, culture and media influence each other and the role of mass communication in both reflecting and shaping society.

1. Dr Archana R Singh

3. “The medium is the message” Marshall McLuhan

4. The medium creates the message
The meaning creates the context
The context creates medium…

5. Communication
Art Culture
Media

6. Why Stories?
Moral compass of a society
Cultural identity of a people
Psycho-social development of a child (identification and
modeling)
Literacy and cognitive competence
Social bonding and cultural capital (peer and family)
Timeline?
Oral to Literate to Electronic Storytelling
Medium in search of a form
Evolution of genres- puppets, circus and variety,
talent shows, drama, action adventure, comedy,
From comic book to cartoon
Slapstick Humour
Episodic Plots
The child as character vs. the superhero as
character

7.  Live action and adventure - Sky
King, Davy Crockett, Captain
Midnight
 Family Life/ Soaps: Lucy, Father
Knows
Best, Beaver, , Uttaran, Laado
 Nature- Animal
Kingdom, National Geographic
 Children‟s specials :Disney
Channel, Cartoon Network
Sesame Street, Nickelodeon
Pogo
 Educational –
Edutainment, History, Discovery,
News and Current affairs
 Travel shows- Travel and
living, NDTV Good Times,

8.  Compression of space and
time
 Larger and larger territories
covered: networks of networks
emerging (www)
 Mobile, wireless access: ubiquity
 Communication across borders
virtually instantaneously
 Commoditization
 Spread of private and not public
enterprise, interpenetration of
marketing, consumption and media
 Widespread ideology of
consumption/consumer
“sovereignty”
 Deregulation, Concentration
and Conglomeration
 Withdrawal of public sector, less
regulation, more role for market
 Trend to mergers and acquisitions
 Multi media holdings

9.  Globalization
Growth in international trade in
cultural products, rise of 6 or 8
main companies dominating
markets and merging industries
AOL Time Warner
;Disney, Vivendi, Viacom, Sony,
NewsCorp
 Digitization and Convergence
Conversion of sound pictures and
text into computer readable formats
by representing them as strings of
zeros and ones
Now, telecommunication providers
involved in TV and cable
Digitization enables the
production, circulation, manipulatio
n and re-purposing or storage of
information on unprecedented scale
 Specialization /demassification
Narrowly “casting‟ or “targeting”
communication to particular
interests…
shrinking share of general interest
TV
 Personalization
The “daily me”: personal tailoring of
media diet/media products
Ideal type: MP3 downloading of
custom music

10.  Encode meaning-----decode meaning
 Involves Creation of the Text, design of the sign. symbol or codes
and signification or interpretation
 Communication is much more than message exchange.. The
enrichment that communication brings in terms of
culture, cohesion and connectedness is widely acknowledged
 Communication construct a map of meaning for people in everyday
life
 Embraces ideology/belief systems and ritual: mass communication is
the representation of shared beliefs where „reality‟ is produced
maintained, repaired and transformed

11. Sources of Cultural Identity
Race
Ability/ Ethnicity/
Disability Nationality
Language Social
Class
Social The Sex/
Status
Individual Gender
Religion Health
Sexuality Age
Geographic
Region

12. Family School
Technology Church
Workplace Community
The
Individual
*
Neighbourhood
Print Media
The Arts
Peer Group
Cushner, McClelland, &
Sports Electronic Safford (1996), Human
Media Diversity in Education:
An Integrative
Approach, p. 66

13.  Fine Arts & Entertainment
• Visual Arts
• Performing Arts
• Multimedia Production
 Mass Communication
• Print & Broadcast Journalism
• Public Relations
 Graphic Communication
• Graphic Design
• Printing

14. 2 Years of College 4 Years of College More than 4 Years of College
PHOTOGRAPHER GAME DESIGNER MUSEUM CURATOR
FASHION ARTIST FINE ARTIST COMPOSER
INTERIOR DESIGNER DIRECTOR CONDUCTOR
ACTOR GALLERY MANAGER
ASSISTANT PRODUCER STAGE MANAGER
GAME TESTER RADIO ANNOUNCER
PRODUCER SCREENWRITER
PLAYWRIGHT DANCE CHROEOGRAPHER
DANCER CASTING DIRECTOR

15. WITH 2 YEARS OF WITH 4 YEARS OF WITH MORE THAN 4
COLLEGE COLLEGE YEARS OF COLLEGE
SOFTWARE APPL. SUPPORT JOURNALIST RESEARCHER
SPECIALIST
ELECTRONIC TECH. NOVELIST HISTORIAN
AUDIO-VISUAL EQUIPMENT WRITER PUBLIC RELATIONS
TECH. DEPT MANAGER
WEB DESIGNER REPORTER EDITOR
PUBLIC RELATIONS BOADCAST NEWS ANALYST ADVERTISING FIRM
ASSISTANT CEO
MEDIA BUYER RADIO ANNOUNCER
ADVERTISING LAYOUT TELEVISION ANNOUNCER
DESIGNER
COMMUNICATIONS
MANAGER

16. WITH AN ASSOCIATE‟S WITH A BACHELOR‟S DEGREE WITH MORE THAN A
DEGREE OR LESS BACHELOR‟S DEGREE
PRE-MEDIA/PRE-PRESS PRE-MEDIA/PRE-PRESS COMPUTER SYSTEMS
IMAGING SPECIALIST MANAGER ENGINEER
BINDERY & FINISHING PRODUCTION MANAGER EQUIPMENT DESIGN
TECHNICIAN
GRAPHIC DESIGNER OPERATIONS MANAGER EQUIPMENT DESIGN
ENGINEER
DESKTOP PUBLISHING INK CHEMIST
DIGITAL IMAGING SPECIALIST PAPER SCIENTIST
PRESS OPERATOR

17.  Mainstream culture - the arts, artifacts, entertainments, fads, beliefs, and values shared by large
segments of the society.
 Appeals to as large an audience as possible and rarely challenges current accepted values.
 By examining the patterns, values, and ideologies in popular culture, we can find out how a society
thinks and behaves and what a society believes.
 However, the most important effect of media, and especially TV, is not just derived from the exposure
of visual images and commercials that tend to create a popular consumer culture, but also from what we
are not exposed to.
 The gate keepers of the news industry control all the information, and decide on what to publish or
broadcast, based on the ideology and the structure of the institution. This is not censor in classical
sense, but rather an auto-control mechanism that functions for the survival of the system and the
controlling of the public.
 Therefore, whatever is presented in the news would rather be a part of the popular culture (created by
the entertainment industry) or would serve it, since the popular culture itself is created for the growth of
the capitalist economy and the homogenization of the society, which are essential elements for a stable
system.

18. Diamonds Are Forever
 Most people will own a diamond at some point in their life. Today, it is
considered necessary to exchange diamond rings when marrying. However,
diamonds were not always synonymous with love.
 Before 1938, diamonds were considered valuable because they were scarce
stones.
 In 1938, N. W. Ayers, a New York advertising agency was hired to change
public attitude about diamonds. The agency successfully transformed public
perception of diamonds from a financial investment to a symbol of everlasting
love. Few people will fail to recognize the 1947 N. W. Ayer's slogan, "a
diamond is forever".
 Marketing changed public perception, molded popular culture, and increased
sales of diamonds by creating a new target audience.

19.  What are the characteristic activities of this culture, and with what purpose?
 Who participates?
 Who is excluded from participating and why are they excluded?
 What knowledge or skills are required to participate?
 What equipment, technologies, or media are necessary?
 To what extent is fashion, appearance, or uniformity of dress important?
 What common values, beliefs, ideologies, or goals are shared by the
participants?
 What initiations, rites of passage, or rituals are involved?
 What kinds of hierarchies exist?
 What mechanisms of control are involved: rules, laws, policing, security?
 How does this popular culture promote itself?
 How is it received (appreciated, supported, discouraged) by the surrounding
culture?
 What threats or challenges does this sub-culture face?

20.  How art, culture and media are interrelated
 How the medium always looks for the best method to transmit
the meaning
 How the trends in communication affect the message and
subsequently the culture.
 How mass media helps in the creation of cultural identity
 How important mass media is in producing popular culture
 How fads and trends address particular needs in our society
 How language influences and is influenced by popular culture
 How the media and marketing strategies make popular culture
a business

21. archana@pu.ac.in