Title: FILM REVIEWS IN THE TRADITIONAL PRINT MEDIA AND IN THE
COMMENTS SECTION OF YOUTUBE: A COMPARATIVE ANALYSIS
OF FEEDBACK ON BOLLYWOOD FILMS
Authors: Sunhith I V; Thulasi Kumar M
1Sunhith I V; 2Thulasi Kumar M
1. Asst. Professor, Department of Media Studies,
Jain University, Bangalore, India, 560027
2. Ph.D Scholar, Department of Mass Communication,
Pondicherry University, Pondicherry, India, 605014
MLA 8 I V, Sunhith, and Thulasi Kumar M. "FILM REVIEWS IN THE TRADITIONAL PRINT MEDIA AND IN THE COMMENTS SECTION OF YOUTUBE: A COMPARATIVE ANALYSIS OF FEEDBACK ON BOLLYWOOD FILMS." Int. j. of Social Science and Economic Research, vol. 3, no. 8, Aug. 2018, pp. 4041-4054, ijsser.org/more2018.php?id=284. Accessed Aug. 2018.
APA I V, S., & M, T. (2018, August). FILM REVIEWS IN THE TRADITIONAL PRINT MEDIA AND IN THE COMMENTS SECTION OF YOUTUBE: A COMPARATIVE ANALYSIS OF FEEDBACK ON BOLLYWOOD FILMS. Int. j. of Social Science and Economic Research, 3(8), 4041-4054. Retrieved from ijsser.org/more2018.php?id=284
Chicago I V, Sunhith, and Thulasi Kumar M. "FILM REVIEWS IN THE TRADITIONAL PRINT MEDIA AND IN THE COMMENTS SECTION OF YOUTUBE: A COMPARATIVE ANALYSIS OF FEEDBACK ON BOLLYWOOD FILMS." Int. j. of Social Science and Economic Research 3, no. 8 (August 2018), 4041-4054. Accessed August, 2018. ijsser.org/more2018.php?id=284.
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Abstract: Feedback given for any message sent has a direct effect on the message. The audiences of a
message have the power to change the ways in which the identity of the message can be changed.
There have been studies in the past that have emphasized on the role of feedback and its effects
on the different elements of communication. Communication models and theories which were
feedback central were formulated as a result of these studies. The new media especially with the
birth of web 2.0 provided the audiences of the messages with a platform to provide an immediate
and direct feedback that could be accessed at any point of time and could be accessed as a part of
This study looks at the role of the comments on YouTube which are primarily designed to
function as feedback for the posted video (The message sent). A comparison is then drawn by
studying the nature of feedback that the traditional media of 'print' provides for the same
message studied on YouTube. Film reviews are one of the popular forms of feedback that look at
affecting the identity of the film directly. There are numerous studies that have looked at the
relationship between film reviews and their effects on the film. This study takes into account the
reviews available on both forms of media and establishes a comparative analysis between the
The study will be conducted on film reviews of five most popular Bollywood films of the year
2013, on newspapers and on YouTube. The study will use the chunking method to break down
the text and form categories of text talking about different aspects of the film. The chunks will be
assigned to different positions of the 'encoding and decoding' theory of Stuart Hall. The comparison will then be drawn between the categories of both the media to look at how the
feedback affects the message in these two different forms of media.
The International Journal of Social Science and Economic Research Inviting Papers/Articles for Current Issue Volume 4 No. 10 October 2019.
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