Monday, 23 June 2014

Genre: Meaning and Substance

There are occasions when you have to choose from the wide array of options to make certain choices. These choices somehow depend on or reflect on our positions. Where are we speaking from and who we are? Such selection marks a step in forming a specific meaning. The important aspect of this process is that these options and their selection, the exercise of their practices resonate with people. It decides the communication with the self and its tendency. These choices are definitive in order to generate a social response. But follow a specific mechanism of that has categories. The Greek word generous gave out genres- meaning categories, modes, options or tools. These options or categories form the set of styles in audio, visual, written or spoken mode of meaning. As these meanings add value and truth to any entity; genres come out as a crucial tool to differentiate and hence, evaluate the meaning.


It was Plato who came out with the concept of categorization depending on its nature and implementation. It began with the theory of mimesis that spoke about the imitation behind the work of art; as a painter ‘mimics’ scenic beauty and reproduces it with his impression on canvas. Plato states in Ion, that poetry is the art of divine madness or inspiration. Because the poet is a subject to this divine madness and therefore it is not his/her function to convey the truth. The truth that the poet or the artist finds is therefore removed from reality making a work of art a mere imitation. Plato’s categorization thus outlined the relation between work and its impression. The work of art had a specific realm in which it connected the codes of resemblances of behavior. The very act of resemblance provided a mirror image that evaluated the impression of art on its audience. It was Aristotle, Plato’s disciple and teacher to Alexander the great; who in 324 BC figured out the exact framework for this categorization based on the notions of tragic and comic components of the works of literature in those times. Aristotle linked the impact of these works and their psychological mechanism. The arousal of tragedy, response to comedy and influence of heroism has been used effectively to categorize their definitive impacts. This link has provided the necessary paradigm of the actions and impacts, rather than the impressions.

Genres then underwent a surgery that modified its references with their relevant impacts over the time. Characters were evaluated on the basis of particular ‘choices’ that derived their rise and fall. A certain kind of choices and their performances established a school of thought (or so to say) that formulated referent meanings. Douglas Kellner writes in his essay Television Images, Codes and Messages, that “[…] a genre, once established, dictates the basic conditions of a cultural production and reception.  For example, crime dramas have a violent crime, a search for its perpetrators, and often a chase, fight, or bloody elimination of the criminal, communicating the message that ‘crime does not pay’ […]” Similarly, all media- film, television, advertisements, so on and so forth; are based on texts, which all fall into various categories or genres.  The scholarly interest in genres has developed in recent years because we have become concerned about how genres affect the creation of television programs, like family drama, crime investigation and what are the social, cultural and political implications of different genres may be. These attempts of fixing and de-fixing of stories/ texts show how genres begin and evolve. Why genres are fused into one another to form a newer impression and why some genres, such as the western, died out after years of great popularity.  The evolution of a genre as a term of reference and its eventual dwindling is certainly a result of periodic amendment of choices. Genres, as categories or modes, change their routes and touch upon newer territories of meanings. Then why are we familiar with genres? It is because we are able to identify the similarities, distinctions and symbols that are born out of the codes which formulate our actions and their meanings. The actions, stemming out of these imitations align themselves in a pattern that maps and re- maps our understanding for certain thing. Then the subjects, conventions, settings and themes are defined where we find ourselves in them as characters. We find ourselves in this act of justifying actions, categories of certain behaviors and form a meaning.


Amol Jadhav
Assistant Professor





Amol is an independent filmmaker with an academics specialization in film language, criticism & technique. He owns an independent production house that produces short films documentaries & features films, which have been featured in various reputed film festivals across the globe. He has combined cinema on academics and professional levels thus giving it a new paradigm.

Wednesday, 18 June 2014

Physical to Digital


The media & entertainment industry has always witnessed various format changes in terms of delivery of content.


Be it from cassettes to Audio CDs to digital music downloads, from VHS to VCDs to DVDs to Blue Rays, from hard copy news papers to e-news, from paper backs to e-books, from physical prints to digital prints, from analog connections to set top boxes. The ever evolving content delivery platforms have presented an opportunity and at the same time have done some harm. Music piracy in MP3 format killed the physical format of cassettes and audio CDs. The home video and computer gaming industry has always struggled due to piracy. Hope fully the Blue-ray format will help revive the fortunes. The books publishing industry has also been plagued by piracy both in both physical and digital format, though off late the e-books segment is getting organized and thus driving revenues for the publishing industry. The cable & satellite television industry has for long seen under reporting of subscriber numbers. Digitization will address that. Movie distribution has widely benefited from digitization, which makes it possible to release a movie widely in 4000+ screens nationally.

Also, the transition from physical to digital has eliminated some intermediaries in the value chain. Gone are music retailers. HMV shut its last store a year back. Digitization and DTH platform will eliminate local cable operators. E-news could eventually eliminate news paper distributors and vendors.  

Going forward customization will be the key. Serve what the consumer wants and not what you dish out. Be it downloading a single rather than buying an entire album. Be it reading only sports news on the internet rather than buying a full news paper. Subscribing only to those channels that you want to watch rather than paying for all sundry channels to the local cable operator.

But is it the complete end of physical era? I believe no. In countries like India there are still many pockets and segments for whom digitization is alien. Be it rural India or people in urban areas  who are averse to technology and thus depend on the physical format. Or purely because its sometimes much easier to just pick up a hard copy rather than depending upon gadgets and bandwidth speeds!!

Signing off at this.

Vishal Desai
Faculty


Vishal Desai is a permanent faculty member at DGMCMS. He is an alumnus of Narsee Monjee Institute of Management Studies, Mumbai. He has experience of 12 years in marketing, sales, product management and key accounts management at key positions in leading entertainment companies like Zapak Digital Entertainment Ltd. (Reliance Entertainment), Shemaroo Entertainment Ltd. and Milestone Interactive Group. He has managed mega entertainment brands like Slumdog Millionaire, Dhamaal, Chandni Chowk To China, Bal Ganesh, Spiderman, Batman and many more.

Thursday, 12 June 2014

Anthropology of Fashion




There is a lot of fashion going around the world. Indian fashion is getting more and more global. Many of our traditional outfits are being given a fusion look, to westernising them for contemporary use. But for most Indians, the western outfits look like total misfits. The western outfits are as alien on the indian body as indian ethnic wear is on foreign bodies. So is there an evolution of fashion along with human evolution that supports the opinion that "a person looks most attractive in the traditional clothes of his/her root community"?? Are we, Indians, trying too hard to fit into that western wear that is probably not meant for us and trying to compete with our western counterparts? Or do we just have a terrible sense of fashion?

As much as I appreciate foreigners in Indian attire, I have always felt that Indian attire doesnt suit many non-Indians. A white blonde woman looks too pale for a rich, colourful indian saree or salwar kameez. Similarly a white man looks equally foreign to an Indian dress, be it sherwani, kurta-pajama, dhoti or lungi. The same stands true for a black person or asian or any other race. It's not just about colour combination. I strongly feel that its also about race as well. A salwar suit just seems like a loose misfit on tall, slender and (sometimes) athletic white women. They also dont look very convincing on a short haired african woman and many times too tight to fit into. No woman can look sexier in a saree than an Indian woman! Why is that?

Every community's clothing has evolved over a long period of time depending upon various factors such as body shape, colour, climate etc. Most of us are mix between the aryan and dravidian race over last few thousand years. We have coloured skin. We have smaller heads, rounder face, bigger eyes, smaller foreheads, bigger lips, less sharper nose etc compared to white race. We seem to have a tendency of putting on fat around the face and other parts of body and this becomes prominent due to our short height. All these seem to be beautifully hidden under our traditional clothes and we look so attractive in ethnic wear! 

But many of us look so ugly trying to fit into western wear. The aryan race up in extreme north India is genetically close to european race and that's why, probably, people from that part of India can fit into both- the indian and western wear. But for most of us, the western wear doesnt seem to be the solution. A large portion of Indian youth feels rejected at the thought of not looking as good as an average westerner even with the latest fashion on. 

The question is- 

Is there a solution for 'Indianising' western outfits for indian race? 
Is indian fashion only made for the north indians?
Are we demoralising the Aryan-dravidian mix race people and dravidian race people by promoting fashion that seems to suit only the Aryan featured people?



Saswat is a design alumnus from Glasgow School of Art, UK. He is a British Council Fellow and comes with a diverse professional experience in the field of television production, animation, game design and illustration/graphic design. He has worked with brands like Walt Disney India, BBC Scotland, Channel 4 London, Cartoon Network India, Cambridge University Press UK and few others. His projects have been funded by British Council, Art & Humanities Research Council UK, Science & Innovation Network UK (British High Commission) and Scottish Institute for Enterprises. He has been involved in collaboration with Falmouth University UK and IIT Bombay.

Media Education for the Mass, with a Class

We all know that the media, entertainment and communication industry is on a roll. With an annual growth rate double of the national economic growth rate, ME&C industry has crossed one lac crores turnover annually engaging more than 2 million people across the nation. And, this is about the organized section of the ME&C industry.

However, what is often missed out is that the traditional way to look at media & communication and learning the art, craft and science of the same has completely changed over the last one decade or more.

From an analog mode to the digital, from stand-alone media expertise to convergent media, from one skill focus to multi-skilling, from content-mindset to consumer-mindset, etc, the media industry is into a major overhaul. Consequently, the skills necessary in this field and the route to enter into the media domain have also altered significantly since the dawn of the new millennium.

Gone are the days when just way with words or knowledge of one camera or ability to speak well, etc were good enough to earn you a place under the media sun. Today, we are in a convergent world. Media content development knowledge needs to move across the written word, the visual, the moving images, the sound and the blend of all of these. And content production must go along with content delivery technologies and content marketing techniques. So, an understanding of all forms of content production and their delivery and business is the base or foundation of any new-age effective media education.

There is no denying the fact that specialization is necessary, but it is to be pursued on the foundation of this convergent media knowledge. And when you specialize in one media vehicle or communication function, there is further integration of content, business and technology within the domain of specialization. Thereby, the synergy of convergence and specialization goes further within a domain, whether it is a media vehicle (radio, print, internet, television, cinema, et al) or a communication function (infotainment, edutainment, persuasion, interaction, engagement, behaviour change, etc).

DGMC rises to the occasion, brings forth high-end media infra-structure, blends theoretical university degrees, certificates and diplomas with hands-on exposure and internships, brings in qualifications from University of Mumbai and AICTE approved PG diplomas, synergizes with research and media organizations, and is creating a media research centre too. And, all these at a cost which is highly affordable in the crowd of high costs institutes across India.

You are welcome to embark upon your journey into the world of media with DGMC…..

Prof. Ujjwal K Chowdhury
Dean
www.dgmcms.org.in


Prof. Ujjwal K Choudray is presently the Dean of DGMC (Deviprasad Goenka Management College of Media Studies, Mumbai). He is a Senior Education & Media Consultant, Delhi, Kolkata & Kathmandu; President, Advisory Board, Whistling Woods School of Communication, Mumbai; Former Director, Symbiosis Institute of Media & Communication & Dean, SIU, Pune; Former Media Adviser, Textiles Ministry, GOI; The Nippon Foundation; and WHO, India.