Open AccessCurrent Approach towards Dissemination of Ideas and Combating Social Taboos in India
Author(s) -
Manavpreet Kaur Arora
Publication year - 2019
Publication title -
international journal of engineering and advanced technology
Language(s) - English
Resource type - Journals
ISSN - 2249-8958
DOI - 10.35940/ijeat.e1187.0585c19
Subject(s) - taboo , audience measurement , context (archaeology) , appeal , social media , psychology , sociology , social psychology , social science , aesthetics , political science , law , history , art , archaeology
There is a magnanimous change in attitude towards taboo subjects in India which is evident in the attitude adopted by content creators and users. The core concern of this research is to analyse the change in visual strategies adopted in the current decade towards subjects such as gender bias, menstruation and homosexuality. This is a qualitative research where data collection encompasses case study of short films uploaded on You Tube since 2010. Analysis of the visual approach is done on the parameter of appeal adopted, selection of cast, broad societal context represented and its overall aesthetics. The results decipher that more celebrity actors and directors have recently opted for the impudence of short films and a backdrop of a middle class background for maximum reach. The visual approach is a balanced mix of pragmatism and emotions. The count of viewership and outnumbering likes are indicative of change in social attitudes.