Media and Rasa Aesthetics

The paper tries to relate the Indian aesthetic theory of Rasa with mass media. Rasa is an affective theory which was introduced by the ancient aesthetician, Bharata. It speaks about the emotional and aesthetic response created by art and literature in the mind of the spectator/reader. It raises reader/spectator to the level of the writer/actor. This is made possible by the union of stayibhavas, vibhavas, anubhavas and vyabhichari bhavas. The resultant emotional experience will culminate in a transcendental experience. The paper enquires how the media employs the arousal of emotions especially in advertisements. Its functions and operations are based on influencing or affecting the emotions of spectators.