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This blog is part of our study. This Thinking activity is based on Cultural Studies Unit -1 and was assigned by Dr. Dilip Barad sir Department of English MKBU. In this task, we have to Read and watch video resources and We have to write on Power and Media studies are at the center of discussion in Cultural studies.
1) your understanding of Power in Cultural Studies.
Culture encompasses a distinct set of customs, ideas, and social behaviors shared by a group of people within a society, often defined by geographical borders. Key elements such as language, religion, culinary practices, social norms, and artistic expressions contribute to the uniqueness of each culture.
Across the globe, a diverse array of cultures has endured over generations, passed down from ancestors. Cultures serve as a unifying force, fostering connections among individuals who share similar cultural backgrounds. Those within the same culture typically exhibit like-mindedness and adhere to ancestral values.
The cultural identity of a community is preserved through time, with specific traits being transmitted to successive generations. Knowledge, traditions, language scripts, dress codes, and more constitute the distinctive characteristics of a region's culture.
The significance of culture lies in its role in shaping our evolutionary identity. It offers a profound understanding of ancestral values, providing meaning to life and setting us apart from other parts of the world. Growing up in a particular region involves learning and internalizing its cultural nuances, and society molds us into who we are today. The traditional culture of a community fosters enduring bonds.
Preserving cultural heritage is crucial for fostering a sense of belonging and unity. Cultural traditions establish a link with our ancestors, a connection that holds immense value and should not be disregarded. The principles and laws embedded in our cultural roots contribute meaningfully to our lives. Whether in marriage customs or religious beliefs, every aspect of culture deserves appreciation. Despite the changing times and the emergence of "mixed cultures," ongoing efforts are made to uphold regional cultures and prevent their erosion.
Studying culture presents several challenges, as outlined below:
i) Defining culture is a formidable task due to its intricate and multifaceted nature.
ii) There is a risk of causing confusion among both students and teachers by blurring the distinction between high and low culture.
iii) The exploration of culture can sometimes lead students and scholars into politically sensitive territory, making it challenging to navigate in environments dominated by politically correct perspectives or right-wing majorities.
iv) A comprehensive understanding of culture necessitates an examination of power dynamics. Typically, those in power belong to the majority, often constituting the elite class in society. Rules and regulations are often crafted with the interests of these upper classes in mind.
Power
Basic Definition of Power
Power is the ability to make others do what you would have them do.
1. Physical force
Whenever someone raised their voice against the political system or against any minister, their voice was suppressed by the Physical force.
For Example, the force was enforced by the Police on ordinary people on any occasion governed by the elite class.
Jallianwala Bagh Massacre (1919)
The Jallianwala Bagh massacre, where British troops opened fire on a peaceful gathering in Amritsar, showcased the use of physical force by the colonial authorities to suppress dissent. This tragic event fueled the Indian independence movement.
2. Wealth
The one who is wealthy is automatically put under the powerful category.
Corporate Lobbying in Indian Politics
Wealth plays a role in Indian politics through corporate lobbying and campaign contributions. Corporations may use financial influence to shape policies and regulations in their favor.
3. State action
A government that is in dictatorship has more rights to impose any rule on ordinary people.
The government's decision to overhaul the tax system had widespread implications for businesses and consumers.
4. Social norms
Social norms govern the behavior of the members of society. These are the unwritten rules of behavior.
5. Ideas
A thought or suggestion as to a possible course of action. Normally it is a suggestion or plan for doing something.
6. Number
Numbers indicate the majority of thinkers who decide what to impose or what not to. They are put in power whose decisions always considered as right decisions.
Three laws of power :
1. Power is never static
This law emphasizes that power is dynamic and constantly changing. It is not a fixed or permanent attribute. Individuals, groups, or entities may gain or lose power based on various factors such as social, political, or economic shifts. Recognizing the fluid nature of power is crucial for understanding and navigating power dynamics.
2. Power is like water
This metaphor suggests that power, like water, has the ability to flow, adapt, and find different paths. It reflects the idea that power can be channeled, redirected, and transformed. Individuals or entities with power can choose how to use and distribute it, much like water flowing through different channels.
3. Power compounds
This law asserts that power has a compounding effect. As individuals or entities accumulate power, their ability to influence or control outcomes grows exponentially. The more power one has, the easier it becomes to acquire additional power. This principle underscores the importance of understanding the cumulative nature of power dynamics.
Companies like the Tata Group and Reliance Industries started with a specific focus but have expanded their influence across diverse sectors.
Media
Noam Chomsky gives five types of filters for mass media:
1. Media ownership
2. Advertising
3. Media Elite
4. Flack
5. The common enemy
1. Media ownership
The endgame of all mass media orgs is profit. “It is in their interest to push for whatever guarantees that profit.”
2. 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 a product, they are also selling advertisers a product.
Given that media expenses often surpass what consumers are willing to pay, advertisers play a crucial role in bridging this financial gap. Media, in this context, not only markets its audience but also sells itself as a valuable product to advertisers.
3. Media Elite
The elite media are newspapers, radio stations, TV channels, and other media that influence the political agenda of other mass media. According to Noam Chomsky, "The elite media set a framework within which others operate. Media controls the elite group of population and it makes us think in a way that they want.
4. 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
5. The common enemy
To manufacture it need an enemy, target, terrorist, immigrants, or a boogeyman to create fear to help corral public opinion
—“To manufacture consent, you need an enemy, a target: Communism, terrorists, immigrants… a boogeyman to fear helps corral public opinion.”
Power and Media contribute significantly to the understanding of the complex interplay of forces that influence societies and shape cultural identities.
[Word Count - 1562]
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