Friday 26 April 2024

TAMIL BHAKTI MOVEMENT

 Trace the history of Tamil Bhakti Movement.

By the 7th century, orthodox Hinduism overshadowed both Jainism and Buddhism and it became the dominant religion in the South. Two principal sects of Hinduism – Saivism and Vaishnavism – gave rise to the Bhakti cult. The saints of Saivism were known as Nayanmars and those of Vaishnavism, Alvars. There were 63 Nayanmars and 12 Alvars. The most famous saints of Saivism were Appar, Sambandha, Sundaramurti and ManikkaVachaka. Their devotional songs have been very popular. The Vaishnava saints, Alvars, also composed songs and hymns in praise of Vishnu. They were recited and sung in the Vishnu temples. The collection of their hymns is called ‘Prabandua’.

The cultural contribution of the South was in the form of the Bhakti cult. The doctrine of ‘Bhakti’ means complete devotion and surrender to personal God. Bhakti is the true record of mystical experience and of experiences and of ecstasies of moments of light when the devotees see the vision of God. The individual’s faith in and devotion to personal God is intersected as a means of attaining salvation. In the Bhakti cult, the deity in the abstract is conceived of in some form suitable for intervention in human affairs. The mental conception of God is transformed into physical forms for the uninitiated and temples are constructed and God is to be installed in them in the shape of idols of various kinds. Votaries of Bhakti go there and worship in common. Worship is prescribed in forms suitable to the conception of the deity. All this made religion well defined and organized in particular forms for devotion and practical worship. The bhakti movement, which had its genesis int eh worship of the Gods Siva and Vishnu, had its beginnings in the south before the Aryan culture had penetrated in that region and so it is pre-Aryan. Saiva and Vaishnava saints of the South developed the Bhakti cult considerably. The Bhakti of Nayanmars, the Saiva saints were very noble and ideal. Their devotional songs were remarkable for their piety, simplicity and intense attachment to God. By virtue of their songs, hymns, mantras, and devotion, these saints had caused profound change in religion throughout the Tamil country. Similarly, the Vaishnava saints, Alvars, encouraged the Bhakti cult. In praise of their personal God, Vishnu, they composed poems and songs and gradually developed their own literature – called Sangam literature of Pallava rule. The bhakti literature – the Tevaram and the Tiruvachakam of the Nayanmars of the Saivas and the Prabandham of the Alvars of the Vaishnavas – belong to the Pallava age. As N. N. Ghosh points out, the religious literature of the Bhakti cult gives evidence of the development of Agamas (Sastric Literature) which lies at the root of temple worship, and is a direct product of the religion of the Bhakti or devotional cult. The whole of the Agama literature, both Vaishnava and Saiva, numbering more than 120, came into existence to fulfil the needs of temple worship. The Bhakti cult made temple worship the prominent feature of religion

Monday 22 April 2024

Towns & Cities in Medieval India


TOWNS AND CITIES

The role of towns should be understood. Gujarat cities such as Surat, Cambay, Ahmedabad, Baroda, Baruch have been studied by historian Briggs, G. W. Forest in his work ‘The Cities of India’ in 1903, made a study of fifteen towns – Bombay, Surat, Ahmedabad, Mt. Abu and Ajmer, Jaipur, Delhi, Agra, Fatehpur Sikri, Lucknow, Kanpur, Benares, Calcutta, Madras, Pondicherry and Cuddalore.

However, this study was more in the nature of a travel guide and rater sketchy in content.

A socio-economic survey of cities and towns may be made on the following categorization.

1.    Imperial capitals – Agra, Fatehpur Sikri and Delhi

2.    Provincial capitals:

a.    Bengal – Rajmahal, Dacca and Murshidabad

b.    Bihar – Patna, Azimabad

c.     Awadh – Lucknow

d.    Deccan – Hyderabad

3.    The three Presidency towns – Madras, Bombay and Calcutta

4.    Commercial centers and sea ports – Thatta (Sindh), Broach, Cambay, Surat, Goa, Masulipattam, Ballasore, Hugli, etc.

5.    Inland emporiums – Ahmedabad, Bawde, Lahore, etc.

6.    Religious centers – Banaras, Multan, Puri, etc.

In many cases the lines of classification may cross each other. E.g. Agra was both a political capital and an inland commercial center. Patna was a provincial headquarter as well as an inland mart.

 

Physical aspects

As in late Medieval Europe, the rapid growth of towns in number, sizes as well as wealth, was a striking phenomenon in the socio-economic life of Mughal India. According to Prof. K. M. Ashraf – ‘The peculiar conditions prevailing during the Turko-Afghan period in Hindustan gave rise to urban life in some big towns which also served as the seat of local and provincial administration. The towns were usually walled and protected and also served as centers of refuge to the neighboring population in times of danger and insecurity. In times of peace, they served as centers of distribution of agricultural produce and industrial goods’.

These towns and cities were also centers of social and intellectual culture and gave an impetus to economy as a whole. During this period, some of the big cities were Delhi, Gaur, Cambay, Khambayat, Multan and religious centers like Mathura and Ujjain. A few towns were built by Alauddin Khilji, Ghiyasuddin Tughlaq and Firoz Tughlaq. The provincial kingdoms had their own urban centers while in the Deccan there were cities like Vijaynagar, Bidar, Gulbarga, etc.

But during the sixteenth and seventeenth a large number of towns and cities grew in the Mughal Empire as well as the Decca. Some were new and other were an evolution from older units. An illustration of the rise of new towns was the construction of a fort at Patna in 1541 by Shershah and under Akbar, Lahore and Agra forts were built at almost the same time (1565-80). Fatehpur Sikhri which became Akbar’s capital grew out of a small village. Shah Jahan redesigned Delhi as an urban center in the seventeenth century named Shahjahanabad.

‘Surat and Ahmedabad also grew in the later medieval period due to the expansion of commerce, the wealth, prosperity and culture of many Indian towns and cities impressed the foreigner (foreign visitors and travelers).

In Medieval Europe, a town with a population of 20,000 was considered to be very big. The Mughal Empire made Akbar was stated by Nizamuddin Ahmed to contain 120 big cities and 3200 Qasbas (townships). Each Qasba contained 100-1000 villages. (Agra – largest city in Medieval India in seventeenth century)

Ralph Fitch found it a ‘great and popular city’. Jesuits like Fr. Manrique and Xavier have made estimate of its large population. Even after the Mughal court shifted to Delhi, Agra continued to be larger than Delhi both in geographical size and population. The French traveller Bernier observed that Delhi could be compared to Paris the largest city in Europe. According to Fr. Coryat ‘Lahore was larger than Agra, greater than Constantinople, and he calls Lahore ‘one of the largest cities of the whole universe’. Ahmedabad was described by the English factors as bigger than London. William Finch has described Surat in the seventeenth century as a city which contained many rich merchants with their beautiful houses. Masulipattam was described by Frier as containing a population of two lakhs. Benares and Patna were also observed to be very important cities by foreign travelers.

Various factors were responsible for the development of towns and cities in Mughal India. The most important factor was the gradual transformation of some agricultural communities into urban.

1.    Administrative and Military

The establishment of the Mughal Empire with increasing peace and security, the urban ethos of the ruling elite, and the increasing opportunities of making a living in towns and cities – all encouraged growing members of people shifting to royal camps and living under the protection of the fort walls of cities. Developments of such a kind occurred at Agra, Patna, Lahore and Delhi.

E.g. Murshidabad in Bengal (Provincial Areas)

Deccan – Shivaji 240 forts (Some of these forts became a hub of urban centers).

2.    Commercial factors

Because of Arab traders, coastal towns became important. Malabar Coast – Urbanization because Arabs dominated the Indian Ocean and Red Sea trade.

Vasco da Gama – 1498 – Europeans penetrate sea frontier – Portuguese, English, Dutch and French.

New markets (growth of) for India’s manufacturers. Old ports are given a new life – Surat, Cambay, Baroach and new sea port towns formed – Bombay Balasore, Hubli, Calcutta.

3.    Religious

Many traditional religious centers in India e.g. Multan, Benaras, Mathura, Allahabad, Tirupati

Tombs and dargahs attracted people e.g. Ajmer.

4.    Geographical and strategic factors

Natural strategic factors influenced the growth of towns on certain sites. E.g. Delhi – Indraprastha from ancient period (7 lives).

Agra on Jamuna river (Ganga- Jamuna highway of trade upto Bengal).

Patna – (made important by Shershah) strategic for trading purposes.

Surat – Tapti (estuary) river – geographical position

Calcutta – (English) on Hoogli river.

Dutch (based at Chinsura) and French (based at Chandarnegore) did not have river facility.

According to Prof. K. M. Ashraf, during the Turko Afghan period, there was an urban ethos and the development of urban towns and cities and even in the Mughal period there was a special urban system. Mughal courtiers, officers and upper and middle class preferred town life to village life.

Ref. K. M. Ashraf – Medieval India

Sunday 31 March 2024

GLOCALIZATION

Glocalization is a term coined by sociologist Roland Robertson in the late 20th century. Glocalization describes the blending of global and local influences in culture, business, and society. It reflects the interconnectedness of the world while acknowledging the importance of local context and identity.

In glocalization, global products, services, or ideas are adapted to fit the specific needs, preferences, and cultural nuances of local communities. This adaptation can range from minor adjustments to significant alterations, depending on the target market. E.g. Mc Donalds Veg menu

Cultural Adaptation: Companies and organizations tailor their products, marketing strategies, and operations to resonate with local cultures, values, and traditions. This ensures relevance and acceptance within diverse markets.

Localization of Content: In language and media, glocalization involves translating and customizing content to suit regional dialects, idioms, and sensitivities. This enhances communication and engagement with local audiences.

Hybridization: Glocalization leads to the creation of hybrid products, where global influences merge with local elements. These hybrids reflect both the universality of certain concepts and the diversity of local expressions. Amazon, the multinational e-commerce giant, has customized its services for the Indian market through initiatives like Amazon India. It includes features such as Hindi language support, localized customer service, and partnerships with local businesses for faster delivery and wider product selection. Amazon's glocal approach acknowledges the importance of catering to diverse linguistic, cultural, and logistical needs in India.

Community Engagement: Glocalization encourages active involvement and collaboration with local communities. Companies may seek input from local stakeholders, involve local artisans or producers, or support community initiatives as part of their glocal strategy.

Global Connectivity: Despite its emphasis on locality, glocalization does not negate global interconnectedness. Instead, it acknowledges the constant exchange of ideas, technologies, and influences between different parts of the world.

Brand Identity: Successful glocalization maintains a delicate balance between global consistency and local authenticity. Brands strive to uphold their core identity while remaining responsive to local preferences and expectations

Wednesday 28 February 2024

GLOBAL CULTURE AND ITS RELEVANCE IN MEDIA AND GENDER

Impact of global culture and its relevance in media and gender

Media influence: Global media, for e.g., television, film, and the internet, play a significant role in the spread of global culture. This shapes societal norms and values, impacting local cultures.

Gender dynamics: Globalization can have both positive and negative effects on gender dynamics. On one hand, it can bring awareness to gender issues and promote equality. On the other hand, the spread of certain global stereotypes may reinforce traditional gender norms or create unrealistic expectations.

Empowerment and resistance: Globalization has empowered individuals and groups to challenge traditional gender norms through increased connectivity and access to information. Activism and movements for gender equality draw inspiration and support from global networks.

GLOBALIZATION AND LOCAL CULTURE

Globalization and local culture are complex and intertwined phenomena that have both positive and negative impacts on societies worldwide.

Homogenization:  homogenization occurs when distinct local traditions, languages, and practices are overshadowed by a dominant global culture, leading to a loss of diversity.

Heterogenization: Globalization can also lead to the hybridization of cultures, creating new and unique forms that incorporate both global and local elements. Thus globalization is an opportunity for cultural exchange and enrichment.

Economic inequality: Globalization often brings economic development, but it can also cause and increase inequalities. The dominance of global corporations may lead to the marginalization of local businesses, impacting the economic fabric of communities.

Cultural imperialism: Critics argue that the spread of global culture can lead to cultural imperialism, where the values and norms of powerful nations dominate and marginalize the indigenous (local) cultures. Local identities can get lost in the process.

Digital divide: The access to and control over technology is not uniform globally. The digital divide can further marginalize local cultures as global content is primarily disseminated (spread) through digital platforms, affecting those without adequate access. So those who do not have access remain behind.

Threat to regional and local identities:

Language and communication: The dominance of a global language, often English, can lead to the marginalization of local languages. This affects communication, education, and the preservation of indigenous knowledge

Cultural commodification: Local traditions and artifacts may be commodified and sold as global commodities, stripping them of their cultural significance. This commercialization can lead to the loss of authenticity and meaning.

Loss of cultural practices: Globalization can challenge traditional ways of life. Modern lifestyles are more efficient and uniform, however traditional practices get lost in the process.

Sunday 11 February 2024

VARIETY OF PROMOTIONAL ACTIVITIES BY RADIO STATIONS

Radio stations in India employ a variety of promotional activities to attract listeners, engage audiences, and enhance brand visibility. These activities encompass a range of strategies, from on-air promotions to off-air events, digital campaigns, and collaborations.

On Air Promotions:

Contests: Radio stations frequently organize contests such as quizzes, treasure hunts, and call-in games to encourage listener participation. Prizes ranging from cash rewards to merchandise or sponsored experiences like free movie tickets are offered to winners, driving engagement.

Giveaways: On-air giveaways involve offering freebies, tickets to events, or promotional merchandise to listeners. This strategy incentivizes audience loyalty and encourages tune-ins.

Celebrity Interviews: Radio stations host interviews with celebrities, musicians, authors, and public figures to attract listeners and create buzz around their shows. These interviews provide exclusive content and enhance the station's credibility.

Sponsored Segments: Brands collaborate with radio stations to sponsor dedicated segments within shows, where product promotions, announcements, or brand messages are seamlessly integrated, reaching a targeted audience

Off air events:

Concerts and Music Festivals: Radio stations often organize or sponsor live music events, concerts, and festivals featuring popular artists and bands. These events serve as platforms for brand promotion, audience engagement, and community building.

Roadshows and Mall Activations: Radio stations conduct roadshows and mall activations where they interact with listeners, distribute promotional materials, and host live broadcasts. These events generate excitement, drive foot traffic, and offer opportunities for direct consumer engagement.

Community Outreach: Radio stations engage in community outreach initiatives such as charity drives, blood donation camps, and environmental campaigns. By aligning with social causes, stations strengthen their brand image and connect with socially conscious audiences

Digital campaigns:

Social Media Engagement: Radio stations leverage social media platforms to connect with listeners, share content, and run promotional campaigns. Interactive posts, polls, and challenges encourage audience participation and expand the station's online presence.

Podcasts and Digital Content: Many radio stations produce podcasts and digital content, extending their reach beyond traditional broadcasting. By catering to niche interests and diverse audiences, stations attract new listeners and enhance engagement.

Online Contests and Giveaways: Radio stations host online contests, quizzes, and giveaways through their websites or social media channels, complementing on-air promotions and broadening audience engagement across digital platforms.

Collaborations and partnerships:

Brand Collaborations: Radio stations collaborate with brands for co-branded campaigns, product launches, or sponsored content. These partnerships enhance brand visibility, offer cross-promotional opportunities, and provide mutual benefits to both parties.

Artist Collaborations: Radio stations partner with musicians, DJs, and local artists to create exclusive content, music mixes, or live performances. These collaborations add value to the station's programming and attract music enthusiasts.

 

 

EFFECT OF ENTERTAINMENT MEDIA ON CONSUMERS

India is known for its diverse cultural preferences and a booming entertainment industry. Entertainment marketing has emerged as a powerful tool in the consumer landscape of India. From Bollywood blockbusters to regional cinema, music, sports, and digital content, entertainment plays a significant role in shaping consumer behavior and preferences.

Influence on consumer preferences: Entertainment marketing heavily influences consumer preferences by creating aspirational lifestyles and cultural trends.

Bollywood stars, sports personalities, and influencers often endorse products, leading to a strong association between the brand and the consumer's favorite celebrities.

Product placements in movies, TV shows, and music videos subtly influence consumer choices and purchasing decisions.

Emotional connect: Entertainment marketing builds emotional connections with consumers by leveraging storytelling, music, and visual appeal.

Advertisements that evoke nostalgia, humor, or sentiments related to family and relationships resonate deeply with Indian consumers.

Successful campaigns often tap into cultural nuances and traditions, fostering a sense of belonging among the audience.

Brand loyalty and engagement: Engaging entertainment marketing campaigns enhance brand loyalty and foster long-term relationships with consumers.

Brands sponsoring popular events, festivals, or sports leagues gain visibility and credibility, leading to increased consumer trust.

Interactive digital campaigns, social media challenges, and gamified experiences encourage active participation and strengthen brand-consumer interactions.

Cultural impact: Entertainment marketing reflects and shapes cultural attitudes, values, and societal norms in India.

Movies and TV shows often mirror prevailing social issues, influencing public discourse and behavioral patterns.

Advertisements promoting diversity, inclusivity, and social causes resonate well with Indian consumers, driving positive brand perception.

Influence on purchase decisions: Entertainment marketing impacts purchase decisions through persuasive storytelling and effective brand positioning.

Celebrity endorsements and influencer collaborations create a sense of credibility and trust, leading consumers to try or buy endorsed products.

The integration of brands into entertainment content seamlessly embeds products into the consumer's lifestyle, driving brand recall and purchase intent.

Thus we see that Entertainment marketing exerts a profound influence on consumers in India, shaping their preferences, emotions, and purchasing behavior.

By leveraging storytelling, cultural insights, and celebrity endorsements, brands can establish strong connections with the diverse consumer base in India, driving brand loyalty and market success. However, ethical considerations and authenticity are crucial to maintaining consumer trust and sustaining long-term relationships in the dynamic landscape of entertainment marketing.

Monday 15 January 2024

ENTERTAINMENT AND MEDIA MARKETING SYLLABUS SEM VI TYBAMMC

 COURSE CODE COURSE NAME & DETAILED SYLLABUS BAMMC EAEM 2607 ENTERTAINMENT & MEDIA MARKETING 

COURSE OUTCOME: 

1. To equip students with an understanding of marketing practices, frameworks, and trends in the Entertainment Sector 

2. Introducing the students to television industry and film industry. 

3. Will make students go through different case studies regarding radio marketing skills, Social media marketing skills etc.

 4. Will help to know the impact of media industry on the viewers, understanding its characteristics 

MODULE DETAILS

1 INTRODUCTION TO MARKETING

• What is marketing?  • Review the emerging marketing communications area of ‘entertainment marketing’ and reconceptualizes the phenomenon • 7 Ps • Brand Basics • Case Studies 

2. LATEST ENTERTAINMENT MARKETING STRATEGIES

 • Integrated Marketing Communications • Experiential Marketing  • Advertiser Funded Programing  • Why Entertainment Marketing? • The Scope and Growth of Entertainment Marketing Practice • The Effect of Entertainment Marketing on Consumers 

3. OVERVIEW OF INDIAN MEDIA INDUSTRY

 • Explore various media in terms of size and impact  • Media characteristics • Compare various media • Opportunities for cross-promotions  

4. MARKETING IN TELEVISION INDUSTRY

 • Structure and function of TV  • Terminology used in TV  • TV Planning, Marketing • Future trends in TV • Maintaining aggressive promotion and packaging approach for all programmes. • Hold on to the leadership position in prime time slot through timely innovations based on audience feedback. • Expand the market by launching programmes that are relatable to all generations’ audience. • Advertisement of programmes by print • media Celebration of festivals • Broadcasting famous TV show for full day 

5. NICHE MARKETING

• Niche TV and there marketing strategies  (Sports TV, Lifestyle TV, Kids TV, Regional TV) 

6. MARKETING IN FILM INDUSTRY

• Marketing and Distribution Structure of  films (Domestic and International) • Create Film Marketing Plan. • Research for reach to target market. • Set up marketing schedule. • Film marketing budget. • Designing EPK (Electronic Press Kit) 

7. MARKETING IN ONLINE AND SOCIAL MEDIA

• Strategy and Case studies of social media 0marketing in India.  • Using Social Media Marketing For  Entertainment Industry • YouTube Marketing For Entertainment Industry • Facebook Marketing For Entertainment Industry • Instagram Marketing For Entertainment Industry • Launch Trailers, Teasers, Snippets • Keep Sharing Across Social Media Platforms • Actively Engage With Your Audience • Post A Variety Of Content • Capitalize On The Power Of IGTV 

8.MARKETING IN RADIO INDUSTRY • Exploring the Radio industry in India,  Radio channels and radio programs Marketing case studies • Strengths of Radio in Communicating a Message niche market and listening demographic • Variety of promotional activities by Radio stations • Radio advertising works as an everywhere medium • Cost-effectiveness of advertising on radio.