What is it about?
The article look at Media Anthropology as a domain of ‘visual knowledge’ which offers a holistic approach to redress the problem of the integration of anthropological knowledge into the cultural lives of the people. The relevance of media anthropological studies discussed in this article is to understand the intricate connection of media production and consumption with the wider processes of commoditization and transnational culture. An emerging area of study under this domain is to analyze how media professionals are situating themselves and their work in relation to more global media trends
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Why is it important?
Media anthropology is mostly seen as an emerging and evolving area of interest for both anthropology and media studies and not as a discipline within the social sciences. Although, many of the anthropologists, social scientists and communication scholars have acknowledged it as a new area of study within social sciences, anthropology and media studies but were averse to accept it as an independent domain of visual knowledge.
Perspectives
The studies discussed in this article help us to understand that over the years, the idea and discipline of media anthropology has expanded from the use of visual media as a way of studying culture and society to the anthropology of visible cultural forms. Now it is appropriate for media anthropology to consolidate itself within a theoretical framework that shall reassess the objectives of the domain itself.
Prof. Pradeep Nair
Central University of Himachal Pradesh
Read the Original
This page is a summary of: Media Anthropology: An Emerging Discipline in India, SSRN Electronic Journal, January 2015, Elsevier,
DOI: 10.2139/ssrn.2638265.
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