Mass Media and Popular Culture : An Interesting Case of Symbiosis

It’s inarguable that Mass Media disseminates elements of popular culture. In turn, popular culture deeply influences mass media. The current digital age ensures the required momentum of information flow in every possible direction. The linear narratives are playing second fiddle to highly volatile methods of communication in high voltage advertisements that is academically challenging to discern in Screen studies. Exploring how the production and proliferation of desire, which is collective in nature, is naively but surely augmented by the sponsored Advertisements on New media to re territorialize the capitalist would be both poetic and political. If Elizabethan Age had had any global marketing channels, Shakespeare might have given catchy one-liner subtitles to all his tragedies ,for example, to Macbeth, ‘Aesthetizing the Dark Sides of human nature in the Age of Enlightenment’ to make his plays blockbusters! However, the changing dynamics of cultural practices in digital territory has redefined the commodified everything that can be sold for quicker consumption. Advertisements as a peculiarly interesting genre in New Media play a promotional role of endorsing commodity, service or concept. Visual narratives in Advertisements, which are largely commercial enterprises, do subtly reflect and sponsor the ideologies and vested interests of the stakeholders. The scholar here attempts to explore the symbiotic relationship between the popular culture and mass media to unmask the politics of visual narratives that virtually schizophrenize the consumers.