Department of Humanities and Social Sciences

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Author: search.filters.author.Sharma, SangeetaSubject: search.filters.subject.Culture

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    Media, Culture and Ethics
    (Macmillan, 2018-01) Sharma, Sangeeta; Shekhawat, Sushila; Yadav, Anupam
    Media has become such a prominent source of information today that we just cannot ignore it. Apart from traditional media, the alternate media has occupied a major space in the life of an individual. With the dependence on media for information dissemination, responsibility of being correct is the major concern. Everyone has his/her own prejudices and is guided by whimsical thoughts, so it is imperative to have media literacy to understand the information transferred through any media. Today every individual has the power to generate news through social media. The accuracy of the information is decided by the reader, based on prerequisite information. Media and popular culture percolate in all aspects of our waking time. The unrelenting exposure predominantly guides our perception of reality, The formation of our values, our beliefs and attitudes and above all it defines self and society. This has become an extraordinarily powerful educating agent amongst majority of the population. The speed with which it is influencing the society has blinded us. Hence, it becomes imperative to have complete and true reflection of the cultures in which the stories are set.
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    Culture in advertising: model for Indian markets
    (Taylor & Francis, 2020-08) Sharma, Sangeeta
    Advertising is omnipresent and cannot be ignored. The advertisers intertwine the cultural practices prevalent in the country to make a lasting impact on the viewers. The culture of the nation has a deep impact on the psychology of the individuals and therefore can increase the recall value. India is extremely rich in culture and heritage; thus, the advertisers get opportunities to project cultural values in different ways. One such way is to use emotional appeals in the advertisements so as to reach the heart of the target audience. There are deluge of advertisements targeting young consumers which reflect Indian culture. The study attempts to develop a model for depiction of culture in the advertisements taking into account the rituals, clothing, language, jingoism, festivity, religion etc. The analysis of 200 print advertisements is done to identify significant cultural values that are transmitted to consumers. A model is proposed by using exploratory factor analysis and confirmatory factor analysis and then impact on recall value is determined.