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Production of An Active Consumer 1

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Part 1 Advertisements need ‘something’ that is more than the product which is being advertised. That ‘something’ can range from a song, a rhythm, a photo, an animation, an illustration, a diagram, a slogan, a text, a script, people, animals or anything. So now there is a need to reconstruct the previous sentence. Advertisements need ‘something’ which can be ‘anything’ but which is more than the product being advertised. This ‘something’ or ‘anything’ is not valueless nor does it appear as an already existing valued thing. This value is acquired in the process of active giver and active receiver which are not static positions. Many times the receiver becomes the giver and the giver becomes the receiver. This two way process is important in the context of advertisements and especially with the use of mascots to communicate with the consumer. When the mascots try to talk to people in a literal sense just like when the Amul girl talks to us through the newspaper she interestingly becomes a...
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Depiction of Homosexuality in Indian Mythological Literature by Shivangi Saxena

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  Depiction of Homosexuality in Indian Mythological Literature Shivangi Saxena  Indian mythological wealth is often credited to reveal a lot about different concepts of human life that are beyond the normal human consciousness. Literature from Vedic and Post-Vedic periods like Ramayana, Mahabharata, and Upanishads have certain specific stories that connected the mythology to the living styles of humans. They have also provided various aspects of human life and one such aspect is Homosexuality or Third Gender.  Though, the term Homosexuality symbolizes the nature of a person of being sexually attracted solely to people of same-sex, the third Gender is identified as a different category. But the Indian mythological texts have attributed both in a single category called ‘Tritiya-Prakriti’. Three texts that stand out among them are the ‘Narada-Smriti’, the ‘Sushruta Samhita’ and the ‘Kama Sutra’. All these texts are attributed to different sages. For instance, the ...
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Weaving Memories: Stories of Solidarity and Oppression (2) by Ishita Girme

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Through the making of these quilts one can witness the transfer of culture from one generation to the other. The practice of up-cycling sarees, rather aajichi saree into a Godhadi comes to be deemed as a sustainable way of living as well. This practice of making quilts has been revived and has come into light here as a niche aesthetic that is now being appreciated by the upper class. In actuality, the art and practice of quilt making has always been prevalent in middle class households. Women in middle class households always engaged themselves in the art of quilt making so as to preserve material resources and to make innovative use of whatever available resources, in this case old sarees. There are various benefits of using the Godhadi as well, for people with respiratory disease it helps ward off dust and makes the blanket more breathable For the longest time, Godhadi were a marker of low class in Maharashtra. Individuals from the Wadar community learnt the art of quilt making as th...
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