objectives areTo

as well
as
ieConscious". The learning among
the target group d promotes healthy living
tthat can
Realistic to
kind of healthy food
about the received from school
to
create
awareness
rs disseminate the
the message
teenagers.To guarantee teenagers
health.To enlighten students
about the kind
families for optimum
other members of the of having the ailment.To
establish
instill to avoid tne risk
need to
of lifestyle they o r the ailment and its consequences.TTo
knowledge
whether student have a prior and c o m m u n i c a t i o n
promoung attitudes, knowledge
and overweight by
prevent obesity
practices realisable.
skills that makes healthy eating

Implementation of the Strategy

issue must be considered,

in carrying out this strategy an ethical
To achieve a s u c c e s s view was
vuinerable groups of the society. This
among the
since the target group are that need to be
the four famous ethical principles
declared by where they highlighted
health promotion campaign. This
include respecting
put in place when organising any to
no destruction
confidentiality, being beneficence, causing
peoples autonomy and all this ethics the
as at when necessary. Considering
people, and making good justice
also be from
must be free of ambiguities, threat free, and must
delivered
message to be this strategy
misinformation.Evaluation The appraisal for
an authentic source to
avoid
of the strategy.
the goal set down during the planning
must be in line with measuring

of cinema in social change with suitable examples

Q24) Critically analyse the role
with the language of universality. Cinema
Ans) Cinema is a powerful medium. speaks
It
demands
realism or fiction through its very nature
through story-telling, documentary, the
and understanding what makes a universal issue,
a universal language. By accessing

audiences can better engage with the world around them.

other art forms. Cinema

Cinema has a mystique unique and is different from
and at the same time
communicates ideas and emotionally moves us. Films represent
real life, memory, and dream on the
signify. They remix the real, the unreal, the present,
same shared mental level.

entertainment and regaling the

However, other than being a very important means of
audience, cinema has played a significant role to bring about social changes.

Indian cinema has seen a great transformation since the early nineteen-thirties. The
1930's saw the emergence of three big banners in Indian cinema- Prabhat, Bombay
Talkies and New Theatres. These banners took the lead in making serious films with
 gripping social themes meant for all classes of the Indian cinema. The first Indian talkie
-

Alam Ara -

released on March 14, 1931. After that, there was

was no turning back.
Directed by Ardeshir Irani, it was the first Indian film with sound.

During the same perio South India saw the release of two talkies- Bhakta Prahlada in
Telugu and Kalidas in Tamil. Following the release of these movies was the till-date-
famous Devdas. Released in 1935, it
epitomized the agony of love and in a way
introduced the first anti-hero of Indian cinema. It was remade twice in Hindi. Love was
for the first time treated aesthetically. Every time Devdas was remade, love was
redefined.

A number of films during this period such as Duniya ke mane and Watan made a strong
plea against social injustices.

During the 1940s cinema in South India accounted for nearly half of India's cinema halls
and cinema came to be viewed as an instrument of cultural revival. The late 1940's also
saw the commencement of the "Golden Age of indian Cinema". The "Golden Age" was
from late 1940's to 1960's.

It was from the post independence period that Indian cinema began to emerge as an
agent of social change. Some of the most critically acclaimed Indian films of all time
were produced during this period.

One of the most famous examples is Guru Dutt's movie Pyaasa. It focuses on the
universal themes of love, pain, greed and hope. It was appreciated for its superb blend
of both commercial and creative aspects. It critiqued the unreality of city life.

Mehboob Khan's Mother India dealt with several social issues. It was one of the earliest
films that were women centric. It became a landmark in Hindi cinema. Released in 1957,
it brought the character of mother at the centre-stage in Hindi films. It was also
nominated as an Oscar for the best foreign language film.

Bimal Roy's Do Bigha Zameen dealt with common man and exploitation. It was this film
that bagged first filmfare award for best film in 1953. Bimal Roy was also the director
that introduced the Indian audience to the concept of reincarnation through his film
Madhumati. This movie set a new trend. Other films that are based on the same concept

include Karz and Om Shanti Om.

While commercial cinema was thriving, the age saw the emergence of a new
Parallel Cinema movement mainly led by Bengali cinema. It was the cinema of social
significance and artistic sincerity, presenting a modern, humanist perspective in

contrast to the fantasy world of the popular cinema.

The most important factor for this phenomenon was the post World War situation in
world cinema. This phenomenon was important because it gave rise to a cinema
characterized by significant themes and innovative treatment.

The scripts and stories that were dealt in the &ujarati films
were
intrinsically humane.
They included relationship- and family-oriented subjects with human aspirations and
deal with Indian family culture. This continues to be the trend till date.

During the 1960's, popular cinema shifted its Social concerns towards more romantic
genres. This period also became prominent fora more assertive Indian nationalism.
Mughal-e-Azam carved a niche for itself because of its panache. It was not only because
of the extravagant sets or the soulful music that the audience was left enthralled. The
thrilling war scenes, the captivating Mughal romance, the stunning actress and
actor too left an indelible mark on the audience.
striking

There was also an introduction of Comedy of Errors. For the first

time, the double role
of an actor was introduced by the movie Ram aur
Shyam. Later a lot of similar films
were made. These include Sita Geeta and
aur
Duplicate.
Following the Indo-Pakistan wars in 1962 and 1965, the Indian oficer came to be a
rallying point for the national imagination. Old films such as Aradhana, Sangam, and
newer ones like Main Hoon Na and Mausam
highlight this.
Aradhana did not attract audiences
only for the "man in the uniform" look. Instead it
also focused the differences created between a married
on
couple. The film went on to
show their unification thus filling each heart with
joy and contentment.
The 1970's were an introduction to young romance. The movie
Bobby brought forward
teenage love. A national craze, this movie received rare reviews. This era was also a
time for action flicks, the most loved
one perhaps being Sholay. This enduring film was
perhaps the success behind the further rise of commercial cinema. It also
showcased the
concept of true male friendship.

At the same time, devotional films were

given importance. Jai Santoshi Ma is a
devotional classic released in 1975.
 Another significant film of this time was Deewar. It was a crime film pitting a policeman
against his brother, a gang leader. Directed Yash
by Chopra, Danny Boyle described the
film as an absolute key to Indian cinema.

It was in the late 1970's that Yash

Chopra's film Kala Patthar released. It focuses on the
pitiable and dangerous lives of the coal miners. This movie too sees the characters
fight
for social justice. It portrays a fight against poor equipment, less than sufficient medical
supplies and lack of facilities.

It was Mahesh Bhatt's film Arth that put a bold theme before the yet reserved audience.
The big screen was familiarized with the idea of extra marital affair. This
movie brought
to forefront one of those social realities that had been a taboo for long It became a
landmark because it dealt with real
a
problem in a realistic way.
Though the Hindi cinema saw the gates of the "Golden Age" close by the end of the
1960's, South India's Malayalam cinema of Kerala, regarded as one of the best Indian
film genres, experienced its own "Golden Era" during the 1980's and 1990's. This period
of popular cinema is characterized by the adaptation of everydaylife themes and
exploration of social and individual relationships.

Up in the north, this was the time for the revival of romance. The movie Maine Pyaar
Kiya brought back the "love in the air" genre. This was followed by a string of romantic
movies. The movie that seemed to top every gir's favourites list was, and remains,
Dilwale Dhulaniya Le Jaayenge. It was also the time for romantic comedies like Hum
Hain Raahi Pyar Ke.

In the late 1990s, 'Parallel Cinema' began experiencing resurgence in Hindi cinema,
largely due to the critical and commercial success of Satya, a low-budget film released in
1998. It was based on the Mumbai underworld, directed by Ram Gopal Varma. The
film's success led to the emergence of a distinct genre known as "Mumbai noir", urban
Mumbai.
films reflecting social problems in the city of
The movie Nayak released during this period. Through their film, the filmmakers posed

democratic system functions. It asked the audience "Are we

queries on the way our
really a democracy?

Since the beginning of the 21st century,

movies no longer remai ed melodram tic.
has witnessed the most films bringing about a social change.
Perhaps this century
 The new millennium started with the conroversy generated by the filming of Deepa
Mehta's last of the Trilogy Water, which was based on the life of Hindu widows in the
1930's
The recently released movie I am Singh puts into limelight the atrocities that Sikhs had
to face after the 9/11 attack. Infact the 9/11 tragedy became the base of
other movies as
well including New York and My Name is Khan.

It is
by the filming of movies like these that cinema can be termed as transformative.
Cinema, with its powerful tools of fiction and nonfiction can please, transform, and
deceive shapes in the audiences' mind.

It is a matter of pride that, Indian cinema has not only remained popular in India, but it
has increased its boundaries elsewhere in world. It is really
encouraging to see a 'double
bottom-line' production house in India. Movies are a really
powerful medium in India.