CORE PAPER – IX: Communication Culture and Society
Unit 1 Disintermediation Why study media? Understanding mass media. Characteristics of mass
media. Social media: History of Social Media, Evolution and impact of social media, Role of social
Media in public opinion. Effects of mass media on individual, society and culture – basic issues.
Power of mass media. Media in Indian society. Definition, nature and scope. Function of mass media.
Unit 2 Media Audience analysis (mass, segmentation, product, social uses). Audience making.
Audience rights, Active Vs Passive audience: Some theories of audience - Uses and Gratification,
Uses and Effects, etc.
Unit 3 Media as text. Approaches to media analysis - Marxist, Semiotics, Sociology, Psychoanalysis.
Data analysis, user generated content tools. Media and realism (class, gender, race, age, minorities,
children, etc.)
Unit 4 Media as consciousness Industry. Role of media in social change. Social construction of reality
by media. Rhetoric of the image, narrative, etc. Media myths (representation, stereotypes, etc.) --
Cultural Studies approach to media, audience as textual determinant, audience as readers, audience
positioning, establishing critical autonomy
Unit 5 Media and Popular culture — commodities, culture and sub-culture, popular texts, popular
discrimination, politics and popular culture, popular culture Vs people’s culture, celebrity industry-
personality as brand name, hero-worship, etc. Acquisition and transformation of popular culture
Unit-1
Disintermediation refers to the removal of intermediaries or middlemen in
a transaction. In the context of media, disintermediation refers to the
removal of traditional gatekeepers, such as newspapers, broadcasters,
and publishers, from the distribution of content.
Studying media is important for several reasons:
1. Understanding how media works: Media plays a crucial role in
shaping public opinion and influencing cultural norms. By studying
media, we can better understand how it operates and its impact on
society.
2. Developing media literacy: In an age of abundant and diverse
media, it is essential to develop the skills to critically evaluate and
navigate the media landscape.
3. Analyzing media industries: Media is also a major economic sector,
with significant implications for employment, innovation, and
competition.
, 4. Examining media regulation: The regulation of media is an
important policy issue, with implications for free speech, privacy,
and consumer protection.
Mass media refers to various forms of communication that reach a large
audience, such as newspapers, magazines, television, radio, film, and the
internet. Understanding mass media is important for several reasons:
1. It is a primary source of information: Mass media serves as a
primary source of information for many people, shaping their views
and opinions on a wide range of topics.
2. It shapes cultural norms: Mass media plays a crucial role in shaping
cultural norms and values, including social, political, and economic
trends.
3. It has a significant impact on society: The mass media can influence
public opinion, social movements, and political discourse, and can
even play a role in shaping public policy.
4. It is a powerful tool for marketing: Mass media is also a powerful
tool for marketing and advertising, influencing consumer behavior
and driving economic growth.
To understand mass media, it is important to analyze its content,
audience, and effects. Researchers can examine the messages conveyed
by different media sources, the demographics and psychographics of their
audiences, and the impact of media on individuals and society as a whole.
By understanding mass media, we can better comprehend the ways in
which it shapes our culture, our beliefs, and our actions.
Characteristics of Mass Media:
1. Wide reach: Mass media has a broad and diverse audience, which
can span regions, countries, and even continents.
2. Reproducibility: Mass media content can be easily reproduced and
disseminated to large audiences, making it an efficient and cost-
effective way to reach a wide audience.
3. Professional production: Mass media content is typically produced
by professional journalists, writers, and producers, who are trained
to create high-quality and engaging content.
4. Commercialization: Mass media is often commercially driven, with
advertisers and sponsors paying for access to the large audiences
that media outlets can provide.
5. Influence: Mass media has the potential to influence public opinion,
shape cultural norms, and even impact political discourse and
policy.
Social media:
, 1. User-generated content: Social media content is often created and
shared by users, rather than by professional journalists or
producers.
2. Interactive and participatory: Social media platforms are interactive
and allow for real-time communication and feedback, encouraging
users to engage with content and each other.
3. Personalization: Social media algorithms are designed to personalize
content for individual users, based on their interests and behavior.
4. Social networking: Social media platforms are designed to facilitate
social networking and connections between users, allowing for the
formation of communities and the sharing of information and ideas.
5. Mobile-friendly: Social media platforms are optimized for mobile
devices, allowing users to access and share content on the go.
The history of social media can be traced back to the 1970s with the development of
online bulletin board systems (BBS), which allowed users to post messages and
communicate with each other through dial-up connections. However, the modern era
of social media began in the late 1990s and early 2000s with the launch of several
popular platforms, including:
1. Six Degrees (1997): Six Degrees was the first social networking site, which
allowed users to create profiles and connect with friends.
2. Friendster (2002): Friendster was one of the first social networking sites to
gain mainstream popularity, with over 100 million registered users at its peak.
3. MySpace (2003): MySpace was a popular social networking site that allowed
users to customize their profiles with music, graphics, and other
personalization options.
4. LinkedIn (2003): LinkedIn was one of the first professional networking sites,
designed for business professionals to connect with each other.
5. Facebook (2004): Facebook was launched by Mark Zuckerberg and his college
roommates as a social networking site for college students, and quickly grew
to become the largest social network in the world.
6. Twitter (2006): Twitter was launched as a microblogging site, allowing users
to post short messages and share links with their followers.
Since then, social media has continued to evolve and diversify, with the launch of
platforms such as Instagram (2010), Snapchat (2011), and TikTok (2016). Today,
social media has become an integral part of modern communication and a major
influence on culture, politics, and society.
The evolution of social media has been rapid and transformative,
impacting every aspect of modern life, including communication,
entertainment, business, politics, and culture. Here are some of the key
ways social media has evolved and its impact:
1. Increased connectivity: Social media has facilitated connections
between people across the world, making it easier than ever to
communicate and share information.
Unit 1 Disintermediation Why study media? Understanding mass media. Characteristics of mass
media. Social media: History of Social Media, Evolution and impact of social media, Role of social
Media in public opinion. Effects of mass media on individual, society and culture – basic issues.
Power of mass media. Media in Indian society. Definition, nature and scope. Function of mass media.
Unit 2 Media Audience analysis (mass, segmentation, product, social uses). Audience making.
Audience rights, Active Vs Passive audience: Some theories of audience - Uses and Gratification,
Uses and Effects, etc.
Unit 3 Media as text. Approaches to media analysis - Marxist, Semiotics, Sociology, Psychoanalysis.
Data analysis, user generated content tools. Media and realism (class, gender, race, age, minorities,
children, etc.)
Unit 4 Media as consciousness Industry. Role of media in social change. Social construction of reality
by media. Rhetoric of the image, narrative, etc. Media myths (representation, stereotypes, etc.) --
Cultural Studies approach to media, audience as textual determinant, audience as readers, audience
positioning, establishing critical autonomy
Unit 5 Media and Popular culture — commodities, culture and sub-culture, popular texts, popular
discrimination, politics and popular culture, popular culture Vs people’s culture, celebrity industry-
personality as brand name, hero-worship, etc. Acquisition and transformation of popular culture
Unit-1
Disintermediation refers to the removal of intermediaries or middlemen in
a transaction. In the context of media, disintermediation refers to the
removal of traditional gatekeepers, such as newspapers, broadcasters,
and publishers, from the distribution of content.
Studying media is important for several reasons:
1. Understanding how media works: Media plays a crucial role in
shaping public opinion and influencing cultural norms. By studying
media, we can better understand how it operates and its impact on
society.
2. Developing media literacy: In an age of abundant and diverse
media, it is essential to develop the skills to critically evaluate and
navigate the media landscape.
3. Analyzing media industries: Media is also a major economic sector,
with significant implications for employment, innovation, and
competition.
, 4. Examining media regulation: The regulation of media is an
important policy issue, with implications for free speech, privacy,
and consumer protection.
Mass media refers to various forms of communication that reach a large
audience, such as newspapers, magazines, television, radio, film, and the
internet. Understanding mass media is important for several reasons:
1. It is a primary source of information: Mass media serves as a
primary source of information for many people, shaping their views
and opinions on a wide range of topics.
2. It shapes cultural norms: Mass media plays a crucial role in shaping
cultural norms and values, including social, political, and economic
trends.
3. It has a significant impact on society: The mass media can influence
public opinion, social movements, and political discourse, and can
even play a role in shaping public policy.
4. It is a powerful tool for marketing: Mass media is also a powerful
tool for marketing and advertising, influencing consumer behavior
and driving economic growth.
To understand mass media, it is important to analyze its content,
audience, and effects. Researchers can examine the messages conveyed
by different media sources, the demographics and psychographics of their
audiences, and the impact of media on individuals and society as a whole.
By understanding mass media, we can better comprehend the ways in
which it shapes our culture, our beliefs, and our actions.
Characteristics of Mass Media:
1. Wide reach: Mass media has a broad and diverse audience, which
can span regions, countries, and even continents.
2. Reproducibility: Mass media content can be easily reproduced and
disseminated to large audiences, making it an efficient and cost-
effective way to reach a wide audience.
3. Professional production: Mass media content is typically produced
by professional journalists, writers, and producers, who are trained
to create high-quality and engaging content.
4. Commercialization: Mass media is often commercially driven, with
advertisers and sponsors paying for access to the large audiences
that media outlets can provide.
5. Influence: Mass media has the potential to influence public opinion,
shape cultural norms, and even impact political discourse and
policy.
Social media:
, 1. User-generated content: Social media content is often created and
shared by users, rather than by professional journalists or
producers.
2. Interactive and participatory: Social media platforms are interactive
and allow for real-time communication and feedback, encouraging
users to engage with content and each other.
3. Personalization: Social media algorithms are designed to personalize
content for individual users, based on their interests and behavior.
4. Social networking: Social media platforms are designed to facilitate
social networking and connections between users, allowing for the
formation of communities and the sharing of information and ideas.
5. Mobile-friendly: Social media platforms are optimized for mobile
devices, allowing users to access and share content on the go.
The history of social media can be traced back to the 1970s with the development of
online bulletin board systems (BBS), which allowed users to post messages and
communicate with each other through dial-up connections. However, the modern era
of social media began in the late 1990s and early 2000s with the launch of several
popular platforms, including:
1. Six Degrees (1997): Six Degrees was the first social networking site, which
allowed users to create profiles and connect with friends.
2. Friendster (2002): Friendster was one of the first social networking sites to
gain mainstream popularity, with over 100 million registered users at its peak.
3. MySpace (2003): MySpace was a popular social networking site that allowed
users to customize their profiles with music, graphics, and other
personalization options.
4. LinkedIn (2003): LinkedIn was one of the first professional networking sites,
designed for business professionals to connect with each other.
5. Facebook (2004): Facebook was launched by Mark Zuckerberg and his college
roommates as a social networking site for college students, and quickly grew
to become the largest social network in the world.
6. Twitter (2006): Twitter was launched as a microblogging site, allowing users
to post short messages and share links with their followers.
Since then, social media has continued to evolve and diversify, with the launch of
platforms such as Instagram (2010), Snapchat (2011), and TikTok (2016). Today,
social media has become an integral part of modern communication and a major
influence on culture, politics, and society.
The evolution of social media has been rapid and transformative,
impacting every aspect of modern life, including communication,
entertainment, business, politics, and culture. Here are some of the key
ways social media has evolved and its impact:
1. Increased connectivity: Social media has facilitated connections
between people across the world, making it easier than ever to
communicate and share information.
