Outdoor media's local flavour is difficult to ignore

The strange case of outdoor media
Vanita Kohli-Khandekar, Business Standard, New Delhi May 19, 2009, 0:27 IST

It is one of the most reviled of media formats. Across the world outdoor or out-of-home (OOH) media faces the wrath of environmentalists, regulators and traffic authorities so much so that in most developed markets OOH companies and associations spend a lot of money on studies to prove that outdoor media does not cause accidents, is not harmful to the environment and reduces the civic authorities dependence on taxes among other things...

If it is such an unorganised market why have investors been pouring money into outdoor media? Some of the reasons are obvious. Consumers are spending a lot of time outside their home — studying, walking, travelling, working, hanging out. So OOH media tries to attract them at these times, either in the ambience of their consumption or while they travel. Advertisers like OOH media for its local flavour and because it is difficult to ignore.

At a broader level however two key indicators show that the Indian market is hitting critical mass. First, one of the biggest areas for investment in India is infrastructure. The modernisation of existing airports and the development of new ones, along with the growth of organised retail and the increase in theatre chains and multiplexes are creating organised supply of OOH media. Most infrastructure project usually factor in advertising as a revenue stream. For instance, Times OOH has won the ad rights in Delhi and Mumbai Airports which account for 42.7 million footfalls in 2007. That is a lot of people with many hours to stare at billboards.

Similarly organised retail is not just one of the largest spenders on outdoor globally; it is also one of the biggest suppliers of it. In a fragmented and disorganised market such as India, dealing with just a few companies makes life easier for the advertiser. Future Media, for instance, offers television, print, activation and a host of other services like any other media company. It is an offshoot of Kishore Biyani’s Future Group and exploits the media possibilities in owning hundreds of retail stores across millions of square feet. The writer is a media consultant vanitakohli@hotmail.com Tags : MEDIA SCOPE OOH media environment

That front can no longer exclude women

Feminisms and Critical Pedagogy By Carmen Luke, Jennifer Gore
Preview this book Buy this book Routledge Amazon.com - $46.95

Feminisms and Critical Pedagogy centres around the theoretical effort to construct a feminist pedagogy which will democratize gender relations in the classroom, and practical ways to implement a truly feminist pedagogy. Published by Routledge, 1992 ISBN 0415905346, 9780415905343 220 pages Contents Introduction 1 critical pedagogy , feminist pedagogy , poststructuralist
Progressive Pedagogy and Political Struggle 15 progressivism , William Labov , pedagogy
Feminist Politics in Radical Pedagogy 25 critical pedagogy , Feminism , feminist pedagogy
What We Can Do For You What Can We Do For You? 54 Michel Foucault , empowerment , McLaren
Why Doesnt this Feel Empowering? Working Through 90 post-structuralism , affinity group , ableism
A Feminist Reading 120 critical theory , deconstruction , Marxism more »

Feminisms and Critical Pedagogy - Google Books Result
by Carmen Luke, Jennifer Gore - 1992 - Education - 220 pages... The early 1990s, then, is not the time for those educationists committed to critical social theory and the remaking of practice to fragment over theoretical minutae.

Popular passages
Each society has its regime of truth, its 'general politics' of truth: that is, the types of discourse which it accepts and makes function as true; the mechanisms and instances which enable one to distinguish true and false statements, the means by which each is sanctioned; the techniques and procedures accorded value in the acquisition of truth; the status of those who are charged with saying what counts as...‎ Page 63 Appears in 71 books from 1985-2007

Power must be analysed as something which circulates, or rather as something which only functions in the form of a chain. It is never localised here or there, never in anybody's hands, never appropriated as a commodity or piece of wealth.‎ Page 58 Appears in 128 books from 1965-2008

... of co-optation, not because we do not theorize, but because what we can even imagine, far less who we can reach, is constantly limited by societal structures. For me, literary criticism is promotion as well as understanding, a response to the writer to whom there is often no response, to folk who need the writing as much as they need anything.‎ Page 97 Appears in 17 books from 1990-2007more »

I can only speak for myself. But what I write and how I write is done in order to save my own life. And I mean that literally. For me literature is a way of knowing that I am not hallucinating, that whatever I feel/know is.‎ Page 94 Appears in 32 books from 1990-2007

When the agent of empowerment assumes to be already empowered, and so apart from those who are to be empowered, arrogance can underlie claims of "what we can do for you." This danger is apparent both in the work of the teacher who is to empower students, and in the work of the academic whose discourse is purportedly empowering for the teachers (and others).‎ Page 61 Appears in 12 books from 1992-2007

Truth' is linked in a circular relation with systems of power which produce and sustain it, and to effects of power which it induces and which extend it.‎ Page 63 Appears in 150 books from 1974-2008

Thought is freedom in relation to what one does, the motion by which one detaches oneself from it, establishes it as an object, and reflects on it as a problem.‎ Page 54 Appears in 64 books from 1928-2007

... the conscious and unconscious thoughts and emotions of the individual, her sense of herself and her ways of understanding her relation to the world‎ Page 79 Appears in 57 books from 1979-2007

discipline' problems it was because she had failed to love them enough: 'women teachers became caught, trapped, inside a concept of nurturance which held them responsible for the freeing of each little individual, and therefore for the management of an idealist dream, an impossible fiction' (Walkerdine, 1992: 16). It sounds somewhat ludicrous when caricatured in this way, but this was the essence of a particular 1970s style of teaching, and a lot of feminists, reacting against the general of the...‎ Page 16 Appears in 10 books from 1990-2008

References from books
Making sense of management: a critical introduction ‎by Mats Alvesson, Hugh Willmott - Business & Economics - 1996 - 246 pages
'A critical-academic-analysis of received wisdom, for serious students of the subject' - LongRange Planning Provocative and thoughtful, this book provides a fresh... Limited preview - About this book - Add to my shared library

Women, policy and politics: the construction of policy problems‎by Carol Lee Bacchi - Political Science - 1999 - 242 pages
This book offers a powerful new approach to policy studies. Limited preview - About this book - Add to my shared library

Lost subjects, contested objects: toward a psychoanalytic inquiry of learning‎by Deborah P. Britzman - Education - 1998 - 199 pages
This book argues for education's reconsideration of what psychoanalytic theories of love and hatemight mean to the design of learning and pedagogy. Limited preview - About this book - Add to my shared library

Related books
The struggle for pedagogies: critical and feminist discourses as regimes of ... ‎by Jennifer Gore - Education - 1993 - 188 pages
Jennifer M. Gore examines, analyses and offers directions for the debate between critical pedagogy andfeminist pedagogy, one of the fiercest within education theory. Limited preview - About this book - Add to my shared library

Getting smart: feminist research and pedagogy with/in the postmodern‎by Patricia Ann Lather - Education - 1991 - 212 pages
In Getting Smart, Patti Lather makes use of her unique integration of feminism and postmodernism intocritical education theory to address some of the most vital questions facing... Limited preview - About this book - Add to my shared library

Feeling power: emotions and education‎by Megan Boler - Education - 1999 - 239 pages
The book traces the development of progressive pedagogies from civil rights and women's liberationmovements, to the author's recent studies of "emotional... Limited preview - About this book - Add to my shared library