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What is Priming Theory

Chapter 17
Handbook of Research on Social and Cultural Dynamics in Indian Cinema
The priming theory was formed before the agenda-setting theory and is an important theory of media effects which states that media messages can influence the decision making of the audience or make them form judgments about a particular group or idea or concept which is showed on the screen.
Published in Chapter:
Voicing the Voiceless: Representation of the Excluded Transgender Community in Tamil Cinema
Tamilselvi Natarajan (QIAMS, India)
Copyright: © 2020 |Pages: 14
DOI: 10.4018/978-1-7998-3511-0.ch017
Abstract
Cinema always represented the society, and any visual representation about ‘not so commonly discussed' topics becomes crucial as they are the image blocks for the future generation. The power of cinema is high among Tamil audience, which is evident from the emergence of two great political leaders who are byproducts of it. It is essential to understand how sexual minorities are represented in a culture-specific society. In India, representation of the third gender was insensitive, and Tamil cinema is no exception. These representations cannot be ignored as ‘just in screen' as screen represents reality. Nevertheless, few fair images are making a significant impact on the audience about transgender. Studying representations about sexual minorities in Tamil cinema is important in today's context, where young minds are exposed to digital platforms. This chapter explains the description of the transgender community in Tamil cinema and analyses its impact on society.
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