Thinking Activity.......... Power and media .....(Cultural Studies )

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What is culture ??


Meaning of Culture: Culture describes a certain set of customs, ideas and social behavior of a group of similar people in a society. Geographical borders usually segregate cultures. Some characteristics like language, religion, food habits, social norms, music and arts stay specific in one particular culture.

Throughout the world, we have a variety of cultures. Cultures have been maintained from time immemorial and have been handed down from one generation to another. Cultures help people connect with each other and build communities, within the same cultural backgrounds. Individuals belonging to the same culture are usually like-minded and have the same ancestral values.

Cultural traits of a particular cultural community is preserved over time and get passed on to future generations. Cultural traits live through tide of times. Knowledge, traditions, language scripts, dress codes, etc. are some of the cultural traits that are unique to a particular region`s culture.

Culture is important to us because it defines our evolutionary identity. Culture helps us understand our ancestral values and gives us the very meaning of life. It also makes us unique from other parts of the world. When born in a particular region, we grow up by learning our regional culture and the society shapes our lives to become what we are today! Traditional culture of a community keeps us bonded forever.


Importance of preserving cultural heritage lies in the sense of belonging and unity that it offers. Cultural heritage and traditions serve to link us with our ancestors, which is valuable and should not be lost. The beliefs and laws laid down by the roots of our culture are meaningful and are for the betterment of our lives. Everything from marriage traditions to religious beliefs should be valued, in any culture. Even though times are changing now and “mixed cultures” are in fashion, effort to not let go of regional cultures are constantly carried out.

● ancestry, self realization, evolutionary enlightenment, moral values ,discipline , knowledge, compassion , meaning of life , safe guard future generations, responsibility.
 Threw this things we can or define what is culture ...

Wht is cultural studies ??
Calture includes the organization of production , structure  of the family . The structure of institutions which express or governs social relationships , through which members of the society communicate .
Cultural studies the study of the ways in which cultures is constructed and organized and the ways in which it evolves and changes overtime .

Thirties of cultural studies based on .
     1.cltural construction
      2. Hegemony

Advertising marketing  and critique are all features associated with media .

Two kinds of media that I one o one (phone conversation between two person )and the others is mass communication .(the films )

Six civic sources of power :

1. Physical force

2. Wealth

3. State action

4. Social norms

5. Ideas

6. Number

Three laws of power :

1. Power is never static

2. Power is like water

3. Power compounds

Read power .......

               means study strategies and situation , see society as text , read so you may write .

Write power.........

                means speak up, organisation and practice

Power is pro- social and Anti- social.

Noam Chomsky had gives " five filters "
1. Media ownership
2. Advertising
3. Media Elite
4. Flack

5. The common enemy

Media ownership 

       The endgame of all mass media orgs is profit. “It is in their interest to push for whatever guarantees that profit.”

Advertising....

     Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.

        Media costs more than consumers will pay; Advertisers fill the gap. It isn't just that the media is selling you as product, they are also selling advertisers a product.


Media elite ..

          

The elite media is newspapers, radio stations, TV channels, and other media that influence the political agenda of other mass media. According to Noam Chomsky, "[t]he elite media
set a framework within which others operate.

Media controls the elite group of population and it makes us think in a way which they want.


Flack ..

A publicity agent, when the story is inconvenient for the powers, then we will see the flack machine in action. Flack normally does these three things given below:-
-discrediting sources
-trashing stories
-diverting the conversation

The common enemy ....

To manufacture it need enemy, target, terrorism, immigrants or a boogey man to create fear to helps corral public opinion

—“To manufacture consent, you need an enemy, a target: Communism, terrorists, immigrants… a boogeyman to fear helps corral public opinion.”

The study of cultural study is not complete without the study of power.Culture is therefore about power.Media culture is not only to focus on the cultural aspects of any media but also paying attention to the economy of media.


So, this is how power controls media and media controls us but the work of truly educated person is not to believe everything first question then believe what comes your understanding says.


Thank you .......