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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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Weaving Memories: Stories of Solidarity and Oppression (1) by Ishita Girme

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Owing to the significant social meaning held by textiles, clothing is rarely discarded  in India. Instead, it is frequently recycled for both the domestic and global markets. For a long time, the act of recycling and repurposing old clothes has been a means for Indians to preserve their history while also being thrifty. Furthermore, many Indian states have made a thriving business out of repurposing old clothes using craft techniques unique to their culture. Traditionally fabric from old sarees are stitched together using run stitches to give it a unique look, the finished product ends up being a blanket or a wrap. The art of quilting is prevalent and is found across different communities in India. Using sarees to make a blanket is called Kantha and is famous in the eastern states of India like Bihar, West Bengal and Assam. Godhadi is a traditional, hand-stitched, Maharashtrian quilt offering a range of bedding solutions and can also often be made into other accessories like hand b...
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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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