International Journal of Advance and Applied Research, 2024
This research paper examines the history and progression of marketing, tracing its development fr... more This research paper examines the history and progression of marketing, tracing its development from the barter era to the modern-day relationship marketing era. It delves into the various stages that marketing has undergone, including the production era, sales era, marketing department era, and marketing company era. The paper also explores the diverse domains in which marketing practices are applied, such as consumer goods marketing, service marketing, business-to-business marketing, non-profit marketing, social marketing, and place marketing. The aim of this research is to provide a comprehensive understanding of the evolution and scope of marketing, highlighting its significance and adaptability across different sectors and industries.
INTERNATIONAL JOURNAL OF RESEARCH CULTURE SOCIETY, 2024
The paper presents a comprehensive exploration of the intricate relationship between communicatio... more The paper presents a comprehensive exploration of the intricate relationship between communication, self-theory, and interpersonal dynamics. It begins by addressing the omnipresence of communication in human life. Communication, an integral aspect of human life, permeates all spheres of existence, encompassing both intrapersonal reflections and interpersonal interactions. The paper further explores the dilemma of communication, delineating between self-confirmation needs and those reliant on external validation. Then, the concept of self is examined, highlighting its formation through cognitive processes and social interactions, and its continuous evolution through experiences and developmental processes. The study delves into the crucial aspect of self-maintenance in communication, elucidating strategies individuals employ to safeguard their self-worth in interpersonal interactions. It discusses the role of personal characteristics, such as knowledge, motives, attitudes, personality traits, and emotions, in shaping communication dynamics and influencing interpersonal interactions. Moreover, the paper discusses the purpose of interpersonal communication, which emphasizes on self-awareness enhancement, social relationship improvement, and personal development. It distinguishes interpersonal communication from casual conversation and also explores the significance of interpersonal communication in building personal characteristics and fostering self-identification. Overall, the paper offers valuable insights into the multifaceted nature of communication and its profound implications for self-development, social connection, collective well-being and enriched lived experiences.
Journal of Research and Development , Sep 30, 2022
Culture is the basic sets of values, opinions and behaviours that are learnt by the members of a ... more Culture is the basic sets of values, opinions and behaviours that are learnt by the members of a society through other members and institutions. It is the network of knowledge manifested by artistic, literary, linguistic and religious practices. Among the several sub-cultural value systems, education, learning and language play very important role in culture. Education plays a great role in the production of a disciplined citizen as well as in the creation of free-spirited body. There is an essentiality of education for the process of cultural transmission and vice versa. The preliterate culture witnessed the contribution of education for the preservation indigenous culture. In ancient India and China, students spent a great deal of time in memorizing religious text and manuscripts for the preservation of tradition and culture. Cultural signs and symbols have always structured the human lives through narratives, and these have been the basic components of moral education or Virtue Theory. Our present schooling system may fail in terms of proper education when it lacks in concern for learning, truth and culture. So, inculcation of traditional values and culture in the pedagogy, curriculum and assessment will not only enrich the cognitive performances of the students but will also enhance other psychological processes like reasoning, self-motivation etc among them.
SaiBalaji International Journal of Management Sciences, 2022
The paper inquires about the historical background of financial institution such as banks. Banks ... more The paper inquires about the historical background of financial institution such as banks. Banks play a critical function in both international economy and national economy of a country. The scope and history of banking activities varies widely from nation to another. The current historical analysis paper examines the way banking sector has evolved in Greece, Hellenistic Roman-Egypt, and Rome.
INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD, 2023
The paper investigates various elements of eocentrism present in advertisements. It also studies ... more The paper investigates various elements of eocentrism present in advertisements. It also studies the nature of green advertising and marketing in India. Content of four advertisements have been analysed to study the use of colour, makeup, words, lighting and sound. Themes and messages promoted by these advertisements are also examined.
Culture is the basic sets of values, opinions and behaviours that are learnt by the members of a ... more Culture is the basic sets of values, opinions and behaviours that are learnt by the members of a society through other members and institutions. It is the network of knowledge manifested by artistic, literary, linguistic and religious practices. Among the several sub-cultural value systems, education, learning and language play very important role in culture. Education plays a great role in the production of a disciplined citizen as well as in the creation of free spirited body. There is an essentiality of education for the process of cultural transmission and vice versa. The preliterate culture witnessed the contribution of education for the preservation indigenous culture. In ancient India and China, students spent a great deal of time in memorizing religious text and manuscripts for the preservation of tradition and culture. Cultural signs and symbols have always structured the human lives through narratives and these have been the basic components of moral education or Virtue Theory. Our present schooling system may fail in terms of proper education when it lacks in concern for learning, truth and culture. So, inculcation of traditional values and culture in the pedagogy, curriculum and assessment will not only enrich the cognitive performances of the students but will also enhance other psychological processes like reasoning, self motivation etc among them.
SAIBALAJI INTERNATIONAL OF MANAGEMENT SCIENCES, 2021
This article studies the way mobile marketing has changed its marketing strategy in India. It aim... more This article studies the way mobile marketing has changed its marketing strategy in India. It aims at studying the previous literature highlighting the evolution of mobile marketing. Mobile marketing has given birth to Proximity and Permission Marketing. The growing access to mobile and 3G applications has improved the Customer Relationship Marketing Strategies for the marketers.
Emerging Trends in Media and Communication Studies, 2019
The chapter highlights the growing trends of marketing in this digital era. Various aspects of ea... more The chapter highlights the growing trends of marketing in this digital era. Various aspects of each era in the evolution of marketing is also depicted. The new ecosystem of this digital world is influenced through five C’s: creativity, connectivity, collaboration, convergence, and community. Social connectivity is preferred by the marketer over one-way traditional marketing channels and a new form of marketing i.e. viral marketing started emerging.
International Journals of Multidisciplinary Research Academy, 2018
Journalism today is facing ethical crisis due to advent of new media technologies. A new definiti... more Journalism today is facing ethical crisis due to advent of new media technologies. A new definition of journalists has been formed where citizens actively take part in news production. The practice if Journalism is witnessing structural changes in four aspects: economic, narrative, organizational and relationship. Journalists are intruding into the private life to create sensational news. World Wide Web has become a medium of exhibitionism and voyeurism. The media content is mainly controlled by the publishers, advertisers and citizens.
International Journal of Advance and Applied Research (IJAAR) , 2022
The paper investigates the various ways emotional and patriotic feelings represented in these 15 ... more The paper investigates the various ways emotional and patriotic feelings represented in these 15 patriotic Hindi film songs from 1957 to 2019. Various literatures available on patriotism and Hindi film songs are studied for framing the research questions. Both manifest and latent content have been studied to identify the themes and messages present in these famous sound tracks. For determination of any changes in lyrics and presentation of words over these 75 years, both discourse and semiotic analysis have been performed. Out of the top 33 Patriotic Hindi film songs listed by India.com, only 15 songs are randomly selected. Words are categorised into 9 sub-categories based on their usage and meanings. Apart from content analysis, an interview of an ex-navy officer has been conducted to find out about the feeling regarding these songs. The study reveals that all these patriotic songs show the beauty of the country through the eyes of Indians. The terms related to the country has been used 206 times whereas the terms related to religion have been used 50 times. Both religion and nation play a great role in the creation these songs. Messages provided by these songs are progress, development, peace, love, unity in diversity, and sacrifice.
The paper analyzed contents of Twelve Facebook users from 16th March 2017 to 15th February 2017. ... more The paper analyzed contents of Twelve Facebook users from 16th March 2017 to 15th February 2017. Social media such as Facebook allow people to reach out our friends. We can share our status, personal feelings, events, talents, likings and dislikings. Facebook plays an important role in our life. We spend most of our time in virtual world. The current study mainly employs content analysis method to determine the the way Facebook has changed world of communication. Content analysis of account holders Timeline revealed that Indians share mainly 25 genres of posts: Friendship, Classic Selfie, Software Edited Selfie, Meme, Event, Archive, Memory, News Cutout, Nature, Groupie, Travel, App Link, Kingship, Romance, Mirror Selfie, Compulsory Shared, Humour, Celebrity, Self Photo, News Link, Hair Selfie, Software Edited Groupie, Food, Self Made Art, and Children IndexTerms – Social Media, Content Analysis, Facebook Profile, Genres of Images, Visual Post _______________________________________...
Global Journal of Engineering Science and Research Management, 2017
The future mobile banking is only big but it is considered to be very bright. With the growth of ... more The future mobile banking is only big but it is considered to be very bright. With the growth of mobile commerce, electronic wallets and wireless purses are taking place of paper cash. Financial institutions like bank are facilitating their products, pricing and transactions for mobile channels. As a form of branchless banking, mobile banking holds the promise to cater lower transaction costs facilities any time at any place.
Technologies have evolved with time. Technologies had deep impact on human life since Palaeolithi... more Technologies have evolved with time. Technologies had deep impact on human life since Palaeolithic period. Financial Service Institutions such as Banks and Insurance houses been transformed drastically with the advent of Information Communication Technologies (ICTs). Internet being one of the vital components of modern ICT has permitted formation of extensive, low-cost and convenient financial network.
The paper examines the impact of Superhero cartoons such as Bheem, Little Singham and Vir
on sch... more The paper examines the impact of Superhero cartoons such as Bheem, Little Singham and Vir on school going children in India. Children lack perceptual defence to mass media messages, unlike the adults. They learn to speak, to dress, to eat and to behave from these cartoon characters. Online survey has been conducted on 66 respondents to gather data. Percentages and Central tendencies of data have been calculated for data analysis. For detailed study an expert named Kiran Gupta has been interviewed. The both results show cartoons play an important role in school children‘s life
The paper investigates the various ways different online short films portray rape and sexual viol... more The paper investigates the various ways different online short films portray rape and sexual violence committed against women. Content of three online films named Devi, FOUR and Ek Raat have been analysed to study various written, audio and visual elements, which are depicted in these films. Both Manifest and Latent content are examined to study the message and themes presented in these short films.
The paper investigates the way various Media aid in handling stress among school students. It aim... more The paper investigates the way various Media aid in handling stress among school students. It aims at investigating various factors responsible for creating stress among students. Media play a great role in our life. Various media channels and vehicles provide us information, education and entertainment. They also play dual role in our life. Media can be both eustress and distress. Students are required to handle stress effectively. The paper gathers both primary and secondary data through previous literature study and questionnaire survey respectively. Both data supported the fact that media have become an important part in every stress management program.
The current research is Action Research as the main objective of the study is to improve the stoc... more The current research is Action Research as the main objective of the study is to improve the stock of knowledge by tackling a problem. The research is concerned with school problems and is carried out by a school personal i.e. an experienced English teacher.
International Journal in Management and Social Science , 2016
The paper examines bank customers in Kolkata regarding various factors that attracts them to sele... more The paper examines bank customers in Kolkata regarding various factors that attracts them to select electronic banking technologies. A random sample of 150 individuals was selected to represent the major categories of individuals relevant to the research. Though a structured questionnaire data are collected to determine the factor speed, simplicity, security, age and gender associated with selection of e-banking technologies. Factors speed, simplicity, security and gender doesn't support previous literature review that these factors are directly associated with selection process. But the factor age supports the previous literature studies. Conclusions are made according to chi-square analysis of collected data. The study revealed customers below 39 years support electronic banking technologies. Males rely more on electronic banking technologies in comparison to females.
Global Journal of Engineering Science and Research Management , 2017
The future mobile banking is only big but it is considered to be very bright. With the growth of ... more The future mobile banking is only big but it is considered to be very bright. With the growth of mobile commerce, electronic wallets and wireless purses are taking place of paper cash. Financial institutions like bank are facilitating their products, pricing and transactions for mobile channels. As a form of branchless banking, mobile banking holds the promise to cater lower transaction costs facilities any time at any place.
International Journal of Advance and Applied Research, 2024
This research paper examines the history and progression of marketing, tracing its development fr... more This research paper examines the history and progression of marketing, tracing its development from the barter era to the modern-day relationship marketing era. It delves into the various stages that marketing has undergone, including the production era, sales era, marketing department era, and marketing company era. The paper also explores the diverse domains in which marketing practices are applied, such as consumer goods marketing, service marketing, business-to-business marketing, non-profit marketing, social marketing, and place marketing. The aim of this research is to provide a comprehensive understanding of the evolution and scope of marketing, highlighting its significance and adaptability across different sectors and industries.
INTERNATIONAL JOURNAL OF RESEARCH CULTURE SOCIETY, 2024
The paper presents a comprehensive exploration of the intricate relationship between communicatio... more The paper presents a comprehensive exploration of the intricate relationship between communication, self-theory, and interpersonal dynamics. It begins by addressing the omnipresence of communication in human life. Communication, an integral aspect of human life, permeates all spheres of existence, encompassing both intrapersonal reflections and interpersonal interactions. The paper further explores the dilemma of communication, delineating between self-confirmation needs and those reliant on external validation. Then, the concept of self is examined, highlighting its formation through cognitive processes and social interactions, and its continuous evolution through experiences and developmental processes. The study delves into the crucial aspect of self-maintenance in communication, elucidating strategies individuals employ to safeguard their self-worth in interpersonal interactions. It discusses the role of personal characteristics, such as knowledge, motives, attitudes, personality traits, and emotions, in shaping communication dynamics and influencing interpersonal interactions. Moreover, the paper discusses the purpose of interpersonal communication, which emphasizes on self-awareness enhancement, social relationship improvement, and personal development. It distinguishes interpersonal communication from casual conversation and also explores the significance of interpersonal communication in building personal characteristics and fostering self-identification. Overall, the paper offers valuable insights into the multifaceted nature of communication and its profound implications for self-development, social connection, collective well-being and enriched lived experiences.
Journal of Research and Development , Sep 30, 2022
Culture is the basic sets of values, opinions and behaviours that are learnt by the members of a ... more Culture is the basic sets of values, opinions and behaviours that are learnt by the members of a society through other members and institutions. It is the network of knowledge manifested by artistic, literary, linguistic and religious practices. Among the several sub-cultural value systems, education, learning and language play very important role in culture. Education plays a great role in the production of a disciplined citizen as well as in the creation of free-spirited body. There is an essentiality of education for the process of cultural transmission and vice versa. The preliterate culture witnessed the contribution of education for the preservation indigenous culture. In ancient India and China, students spent a great deal of time in memorizing religious text and manuscripts for the preservation of tradition and culture. Cultural signs and symbols have always structured the human lives through narratives, and these have been the basic components of moral education or Virtue Theory. Our present schooling system may fail in terms of proper education when it lacks in concern for learning, truth and culture. So, inculcation of traditional values and culture in the pedagogy, curriculum and assessment will not only enrich the cognitive performances of the students but will also enhance other psychological processes like reasoning, self-motivation etc among them.
SaiBalaji International Journal of Management Sciences, 2022
The paper inquires about the historical background of financial institution such as banks. Banks ... more The paper inquires about the historical background of financial institution such as banks. Banks play a critical function in both international economy and national economy of a country. The scope and history of banking activities varies widely from nation to another. The current historical analysis paper examines the way banking sector has evolved in Greece, Hellenistic Roman-Egypt, and Rome.
INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD, 2023
The paper investigates various elements of eocentrism present in advertisements. It also studies ... more The paper investigates various elements of eocentrism present in advertisements. It also studies the nature of green advertising and marketing in India. Content of four advertisements have been analysed to study the use of colour, makeup, words, lighting and sound. Themes and messages promoted by these advertisements are also examined.
Culture is the basic sets of values, opinions and behaviours that are learnt by the members of a ... more Culture is the basic sets of values, opinions and behaviours that are learnt by the members of a society through other members and institutions. It is the network of knowledge manifested by artistic, literary, linguistic and religious practices. Among the several sub-cultural value systems, education, learning and language play very important role in culture. Education plays a great role in the production of a disciplined citizen as well as in the creation of free spirited body. There is an essentiality of education for the process of cultural transmission and vice versa. The preliterate culture witnessed the contribution of education for the preservation indigenous culture. In ancient India and China, students spent a great deal of time in memorizing religious text and manuscripts for the preservation of tradition and culture. Cultural signs and symbols have always structured the human lives through narratives and these have been the basic components of moral education or Virtue Theory. Our present schooling system may fail in terms of proper education when it lacks in concern for learning, truth and culture. So, inculcation of traditional values and culture in the pedagogy, curriculum and assessment will not only enrich the cognitive performances of the students but will also enhance other psychological processes like reasoning, self motivation etc among them.
SAIBALAJI INTERNATIONAL OF MANAGEMENT SCIENCES, 2021
This article studies the way mobile marketing has changed its marketing strategy in India. It aim... more This article studies the way mobile marketing has changed its marketing strategy in India. It aims at studying the previous literature highlighting the evolution of mobile marketing. Mobile marketing has given birth to Proximity and Permission Marketing. The growing access to mobile and 3G applications has improved the Customer Relationship Marketing Strategies for the marketers.
Emerging Trends in Media and Communication Studies, 2019
The chapter highlights the growing trends of marketing in this digital era. Various aspects of ea... more The chapter highlights the growing trends of marketing in this digital era. Various aspects of each era in the evolution of marketing is also depicted. The new ecosystem of this digital world is influenced through five C’s: creativity, connectivity, collaboration, convergence, and community. Social connectivity is preferred by the marketer over one-way traditional marketing channels and a new form of marketing i.e. viral marketing started emerging.
International Journals of Multidisciplinary Research Academy, 2018
Journalism today is facing ethical crisis due to advent of new media technologies. A new definiti... more Journalism today is facing ethical crisis due to advent of new media technologies. A new definition of journalists has been formed where citizens actively take part in news production. The practice if Journalism is witnessing structural changes in four aspects: economic, narrative, organizational and relationship. Journalists are intruding into the private life to create sensational news. World Wide Web has become a medium of exhibitionism and voyeurism. The media content is mainly controlled by the publishers, advertisers and citizens.
International Journal of Advance and Applied Research (IJAAR) , 2022
The paper investigates the various ways emotional and patriotic feelings represented in these 15 ... more The paper investigates the various ways emotional and patriotic feelings represented in these 15 patriotic Hindi film songs from 1957 to 2019. Various literatures available on patriotism and Hindi film songs are studied for framing the research questions. Both manifest and latent content have been studied to identify the themes and messages present in these famous sound tracks. For determination of any changes in lyrics and presentation of words over these 75 years, both discourse and semiotic analysis have been performed. Out of the top 33 Patriotic Hindi film songs listed by India.com, only 15 songs are randomly selected. Words are categorised into 9 sub-categories based on their usage and meanings. Apart from content analysis, an interview of an ex-navy officer has been conducted to find out about the feeling regarding these songs. The study reveals that all these patriotic songs show the beauty of the country through the eyes of Indians. The terms related to the country has been used 206 times whereas the terms related to religion have been used 50 times. Both religion and nation play a great role in the creation these songs. Messages provided by these songs are progress, development, peace, love, unity in diversity, and sacrifice.
The paper analyzed contents of Twelve Facebook users from 16th March 2017 to 15th February 2017. ... more The paper analyzed contents of Twelve Facebook users from 16th March 2017 to 15th February 2017. Social media such as Facebook allow people to reach out our friends. We can share our status, personal feelings, events, talents, likings and dislikings. Facebook plays an important role in our life. We spend most of our time in virtual world. The current study mainly employs content analysis method to determine the the way Facebook has changed world of communication. Content analysis of account holders Timeline revealed that Indians share mainly 25 genres of posts: Friendship, Classic Selfie, Software Edited Selfie, Meme, Event, Archive, Memory, News Cutout, Nature, Groupie, Travel, App Link, Kingship, Romance, Mirror Selfie, Compulsory Shared, Humour, Celebrity, Self Photo, News Link, Hair Selfie, Software Edited Groupie, Food, Self Made Art, and Children IndexTerms – Social Media, Content Analysis, Facebook Profile, Genres of Images, Visual Post _______________________________________...
Global Journal of Engineering Science and Research Management, 2017
The future mobile banking is only big but it is considered to be very bright. With the growth of ... more The future mobile banking is only big but it is considered to be very bright. With the growth of mobile commerce, electronic wallets and wireless purses are taking place of paper cash. Financial institutions like bank are facilitating their products, pricing and transactions for mobile channels. As a form of branchless banking, mobile banking holds the promise to cater lower transaction costs facilities any time at any place.
Technologies have evolved with time. Technologies had deep impact on human life since Palaeolithi... more Technologies have evolved with time. Technologies had deep impact on human life since Palaeolithic period. Financial Service Institutions such as Banks and Insurance houses been transformed drastically with the advent of Information Communication Technologies (ICTs). Internet being one of the vital components of modern ICT has permitted formation of extensive, low-cost and convenient financial network.
The paper examines the impact of Superhero cartoons such as Bheem, Little Singham and Vir
on sch... more The paper examines the impact of Superhero cartoons such as Bheem, Little Singham and Vir on school going children in India. Children lack perceptual defence to mass media messages, unlike the adults. They learn to speak, to dress, to eat and to behave from these cartoon characters. Online survey has been conducted on 66 respondents to gather data. Percentages and Central tendencies of data have been calculated for data analysis. For detailed study an expert named Kiran Gupta has been interviewed. The both results show cartoons play an important role in school children‘s life
The paper investigates the various ways different online short films portray rape and sexual viol... more The paper investigates the various ways different online short films portray rape and sexual violence committed against women. Content of three online films named Devi, FOUR and Ek Raat have been analysed to study various written, audio and visual elements, which are depicted in these films. Both Manifest and Latent content are examined to study the message and themes presented in these short films.
The paper investigates the way various Media aid in handling stress among school students. It aim... more The paper investigates the way various Media aid in handling stress among school students. It aims at investigating various factors responsible for creating stress among students. Media play a great role in our life. Various media channels and vehicles provide us information, education and entertainment. They also play dual role in our life. Media can be both eustress and distress. Students are required to handle stress effectively. The paper gathers both primary and secondary data through previous literature study and questionnaire survey respectively. Both data supported the fact that media have become an important part in every stress management program.
The current research is Action Research as the main objective of the study is to improve the stoc... more The current research is Action Research as the main objective of the study is to improve the stock of knowledge by tackling a problem. The research is concerned with school problems and is carried out by a school personal i.e. an experienced English teacher.
International Journal in Management and Social Science , 2016
The paper examines bank customers in Kolkata regarding various factors that attracts them to sele... more The paper examines bank customers in Kolkata regarding various factors that attracts them to select electronic banking technologies. A random sample of 150 individuals was selected to represent the major categories of individuals relevant to the research. Though a structured questionnaire data are collected to determine the factor speed, simplicity, security, age and gender associated with selection of e-banking technologies. Factors speed, simplicity, security and gender doesn't support previous literature review that these factors are directly associated with selection process. But the factor age supports the previous literature studies. Conclusions are made according to chi-square analysis of collected data. The study revealed customers below 39 years support electronic banking technologies. Males rely more on electronic banking technologies in comparison to females.
Global Journal of Engineering Science and Research Management , 2017
The future mobile banking is only big but it is considered to be very bright. With the growth of ... more The future mobile banking is only big but it is considered to be very bright. With the growth of mobile commerce, electronic wallets and wireless purses are taking place of paper cash. Financial institutions like bank are facilitating their products, pricing and transactions for mobile channels. As a form of branchless banking, mobile banking holds the promise to cater lower transaction costs facilities any time at any place.
Revival of Indian Knowledge System: A Boost to Holistic Education, 2024
Translation is an important part of communication process. It is the replacement of the represent... more Translation is an important part of communication process. It is the replacement of the representation any text in one language by another representation of text that is considered to be equivalent to second language. Any model of communication is at the same time a model of translation with a vertical or horizontal transfer of significant messages. Like any other communicator, a translator too lives in the world of memory, meaning and language. In any communication process language plays an important role. Languages are different from each other. They are different in their formation with distinct codes and rules. Today’s communication revolution has been greatly influenced by the translation process. Distribution of information via different media heavily depends on new technologies, where these technologies are influenced by global translation industry. The growth of multi lingual news media demands news writing in multi-languages for international media houses, press networks, television channels, social media, blogs, wikis, etc. With the advancement of modern information technologies, our world today is widely interconnected; which resulted in the formation of a modern ‘Global Village.’ McLuhan’s concept has been structured by this translation industry. Translations are essential whenever the communicators require to disseminate information input across the globe in different languages.
Mass Media: Current Scenario and Future Trends , 2018
The paper highlights various Content Communication Opportunities boosted due to New Mass Media. C... more The paper highlights various Content Communication Opportunities boosted due to New Mass Media. Content is the complete qualitative range of verbal and visual information distributed by the mass media-in other words, just about anything that appears there. Information and representations (often referred as ‘content’) of the media is distributed, received, and consumed by its various audiences and is regulated and controlled by the state or the market. Media content is the basis of media impact. One can evaluate influence of media on its audience by analyzing its communication content. When the commercialization of the Internet occurred in the period from 1994 to 1996, content was considered to be “king” for many organizations and consumers would pay huge amount to access a wide range of content. Forrester Research introduced a business model called Transactive Content that was embraced by many firms that wanted to sell content online. A variety of micropayment technologies were developed to enable consumers to pay for content in very small units (e.g., single-page documents), and dozens of companies were launched to market these technologies. Mass media has become New Media or, to use another current term, ‘me media’. Eric S. Raymond in an article named “The Cathedral and the Bazaar” had contrasted the cathedral of conventional software development (traditional media model) with the bazaar of the open source movement (new media model). In the Cathedral model, the author illustrated that a few-skilled and talented individuals-work quietly and reverently to form the perfect edifice. In contrast to this, in Bazaar model the masses blather to solve their specific problems. In this process, somehow the whole confusing bazaar works indulging each individual to work on a specific matter, and by doing so helps others to solve their troubles.
This a short story about three people who fought as the warriors during this pandemic situation. ... more This a short story about three people who fought as the warriors during this pandemic situation. It is a short story about Doctors named Dr. Arunima Barua, who died due to Corona Virus on November, 2020; about Dr. Anil Wakhle, 80 years old who suffered a lot due to Covid and still practicing at this age. It speaks how a banker named Sonali Sarkar fought as a warrior during the lockdown period.
The paper investigates the various ways women in item songs are portrayed in differentcommercial ... more The paper investigates the various ways women in item songs are portrayed in differentcommercial Hindi films. The growing popularity of ‘item girl’ has forced many directors to introduce ‘item song’ in the story without any connection to the main plot. Apart from leading actresses like Rekha, Aishwarya Rai, Sushmita Sen, Shilpa Shetty, Isha Koppikar, Urmila Matonkar, Lara Dutta; male leading actors like Amitabh Bachchan, Shahrukh Khan, Hrithik Roshan and Abhishek Bachchan are also acted as in item song numbers. Actors in item songs are portrayed in a decent way in comparison to females. Item girls are mainly seductive, erotic, and salacious manner. Their body parts are shown in a suggestive way similar to soft erotic movie actresses. The history of item girls in Bollywood dates back to the time of Helen, Nadira, Aruna Irani, Bindu Padma, and Jayshree T. These actresses performed in the years 1952 to 1972 and they are described as real ‘item girls’ of Bollywood. Presently, hindi films are casting foreign models and actresses as in leading item songs. Former pornographic actress Sunny Leone acted in more than ten item songs in Hindi films. Canadian actress, dancer and model Nora Fatehi has become a popular face as item girl in Bollywood. The current paper examines the way women are represented in item numbers from 2010 to 2015. Ten item songs of Bollywood are randomly selected from the popular play-list. All these ten songs have ten item girls whose characters have minimum importance in the films’ main plot. The objective of the paper is to examine the Manifest and Latent content of these item songs.
Issues of Journalistic Ethics and Freedom in the Contemporary Age of Digital Media , 2012
Media hype, especially in Internet, has been an outstanding one. The world has been changed funda... more Media hype, especially in Internet, has been an outstanding one. The world has been changed fundamentally. New technological gadgets have enhanced the demand as well as mobility of the customers. Media reporting and Internet hype have been like a pendulum, swinging one way to another.
The chapter aims at highlighting the way wrongful portrayal of women which instigate them to shap... more The chapter aims at highlighting the way wrongful portrayal of women which instigate them to shape their body structure. Educated urban women in Asia, Africa and Latin America are inclining towards cosmetic surgery dominated by the Western Style and Culture. Women today are constantly facing pressure to look perfect and good like the unwrinkled smiling and glossy faces in magazines. Current advertising messages have created a new stereotype for the older and aged women. These women are used to promote age defying creams and cosmetic surgery for self transformation. Unregulated cosmetic surgery is becoming a matter of concern for both media and medical profession. Exaggerated advertisements are used by plastic surgeons to drag more customers. This unethical blend of media with medicine has become dangerous for health. Media need to be more careful about representation of women.
This paper examines the impact of social media on Public Relations (PR) profession. The casual an... more This paper examines the impact of social media on Public Relations (PR) profession. The casual and lightning fast-nature of social media makes it an economical and easy mode of communication for both private and public organizations. For many PR professionals, social media proved to be an effective tool as it facilitates them to develop a two way digital communication, which further builds a strong relationship and meaningful conversation. Other argues that social media negatively affect the PR profession as it supplanted traditional forms of communication. Despite the several advantages these new internet-based communication methods bring, there are thorny ethical considerations, such as blurring the lines between personal and public information and privacy. The new social media technologies such as Facebook profiles, Twitter accounts, blogs and even texting seem to be very confusing, threatening, and tough to monitor. Virtual employees can face ethical challenges as communication via social media may mix “private” interaction with “public” information.
Emerging Trends in Media and Communication Studies, 2019
The chapter highlights the growing trends of marketing in this digital era.
Various aspects of e... more The chapter highlights the growing trends of marketing in this digital era. Various aspects of each era in the evolution of marketing is also depicted. The new ecosystem of this digital world is influenced through five C’s: creativity, connectivity, collaboration, convergence, and community. Social connectivity is preferred by the marketer over one-way traditional marketing channels and a new form of marketing i.e. viral marketing started emerging.
The chapter aims at studying Various Techniques of Teaching English Language in Classroom. The r... more The chapter aims at studying Various Techniques of Teaching English Language in Classroom. The research methodology involved a thorough analysis about the background of the English language and its various techniques. The current study also inquires about various aids and ICT tools used in teaching English Language. Two English Language Teachers are interviewed to share their experience.
The chapter aims at studying the online media habits of school students. 51 respondents from Kend... more The chapter aims at studying the online media habits of school students. 51 respondents from Kendriya Vidyalaya were studied to gather information about their online media habits. The research methodology involves the standard areas of questionnaire designing, implementation of survey, and quantitative analysis of the data.
Brand and Advertising Management:Building a Self Reliant India, 2021
The paper investigates various elements of health and hygiene present in advertising telecasted d... more The paper investigates various elements of health and hygiene present in advertising telecasted during Covid 19. It also studies the nature of soap advertising in India. Advertising plays an important role in establishing the buyer’s brand choice. In lockdown period, India witnessed severe competition between soap brands. Famous brands like Lifebouy, Dettol, Godre and Savlon came with their unique ideas to disseminate information regarding health and hygiene related to COVID-19. The literature review states that the sole purpose of the advertising industry is to change people. It changes people’s mind in terms of the brand they should choose or changing behaviour. Maslow’s Model defines human’s basic needs, psychological needs and self-fulfilment needs. The current pandemic situation confined the buying decision of people to basic needs only. People are more concerned about health, hygiene, safety and security. The research methodology of the current paper involves content analysis of the four advertisements (ads) of bathing soaps. Both manifest and latent content have been analysed to study the use of colour, makeup, words, and sound in these ads. The theme of health, hygiene, and protection from germs has been conveyed through the written and visual elements of these product ads. The central idea of these ads is to make people aware of this virus and to adopt necessary precautions recommended by World Health Organization to keep ourselves safe. Like any other flexible media, advertising too mould its style and content to cater the required need of its audiences. The Discourse, Narrative and Semiotic content analysis of these ads reveals that the soap advertising too has changed its style and content in this pandemic situation.
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advertising and marketing in India. Content of four advertisements have been analysed to study the use of colour, makeup,
words, lighting and sound. Themes and messages promoted by these advertisements are also examined.
on school going children in India. Children lack perceptual defence to mass media messages, unlike
the adults. They learn to speak, to dress, to eat and to behave from these cartoon characters. Online
survey has been conducted on 66 respondents to gather data. Percentages and Central tendencies of
data have been calculated for data analysis. For detailed study an expert named Kiran Gupta has
been interviewed. The both results show cartoons play an important role in school children‘s life
advertising and marketing in India. Content of four advertisements have been analysed to study the use of colour, makeup,
words, lighting and sound. Themes and messages promoted by these advertisements are also examined.
on school going children in India. Children lack perceptual defence to mass media messages, unlike
the adults. They learn to speak, to dress, to eat and to behave from these cartoon characters. Online
survey has been conducted on 66 respondents to gather data. Percentages and Central tendencies of
data have been calculated for data analysis. For detailed study an expert named Kiran Gupta has
been interviewed. The both results show cartoons play an important role in school children‘s life
1972 and they are described as real ‘item girls’ of Bollywood. Presently, hindi films are casting foreign models and actresses as in leading item songs. Former pornographic actress Sunny Leone acted in more than ten item songs in Hindi films. Canadian actress, dancer and model Nora Fatehi has become a popular face as item girl in Bollywood. The current paper examines the way women are represented in item numbers from 2010 to 2015. Ten item songs of Bollywood are randomly selected from the popular play-list. All these ten songs have ten item girls whose characters have minimum importance in the films’ main plot. The objective of the paper is to examine the Manifest and Latent content of these item songs.
Various aspects of each era in the evolution of marketing is also depicted. The new ecosystem of this digital world is influenced through five C’s: creativity, connectivity, collaboration, convergence, and community. Social connectivity is preferred by the marketer over one-way traditional marketing channels and a new form of marketing i.e. viral marketing started emerging.
The literature review states that the sole purpose of the advertising industry is to change people. It changes people’s mind in terms of the brand they should choose or changing behaviour. Maslow’s Model defines human’s basic needs, psychological needs and self-fulfilment needs. The current pandemic situation confined the buying decision of people to basic needs only. People are more concerned about health, hygiene, safety and security. The research methodology of the current paper involves content analysis of the four advertisements (ads) of bathing soaps. Both manifest and latent content have been analysed to study the use of colour, makeup, words, and sound in these ads.
The theme of health, hygiene, and protection from germs has been conveyed through the written and visual elements of these product ads. The central idea of these ads is to make people aware of this virus and to adopt necessary precautions recommended by World Health Organization to keep ourselves safe. Like any other flexible media, advertising too mould its style and content to cater the required need of its audiences. The Discourse, Narrative and Semiotic content analysis of these ads reveals that the soap advertising too has changed its style and content in this pandemic situation.