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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
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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 the message. 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 two. 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.

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