An Annual Media ConferenceOrganised by the Department of Media Studies28 - 29 July 2017mediameet.christuniversity.in Book of AbstractsExcellence and Service
Book of Abstracts Department of Media Studies Christ University Bengaluru - 560029 July 2o17
Christ UniversityHosur Road,Bengaluru - 560029Karnataka, IndiaFirst published 2017Copyright © 2017, Christ University. All rights reservedNo part of this publication may be reproduced in any material or form (includingphotocopying or storing in any medium by electronic means and whether or not transientlyor incidentally to some other use of this publication) without the written permission of thecopyright holder.For information on Christ University Publications visit www.christuniversity.inReview Committee:ReviewersDr. Rajesh A.Dr. Naresh RaoDr Asita BaliHead of the Department, Media StudiesPadmakumar M MCoordinator(Fr) Biju K ChackoLayout and DesignDivya SwamyEditingTeam Paper Presentation
Dear Delegates and Participants, We cordially invite you to Media Meet 2017, organised by the Department of Media Studies, Christ University, Bengaluru. Media Meet, an annual media conference, explores a wide variety of topics that revolve around various themes related to the field of media. The theme for Media Meet 2017 is NEW Media Expressions. The emerging modalities of communication and media content today, compels us to question recent developments and possibilities of the future. The term “New” media expressions is a self contained phrase, that in its own reflexivity denotes its newness. Blurring and breaking of boundaries is the chief characteristic of our human condition and our medium of communication and its entailing messages show a stark resemblance to the said condition. The discourse needs deliberation from the public and intellectuals alike. It is time we assess our progress, both forward and backward. As a nurturing space for dialogues, Christ University is a propeller of public intellectualism and Media Meet is one such space of incubation. At this juncture we gratefully place on record our great appreciation and thanks to all our presenters, participants and organisers. Col Dr Fr Thomas C Mathew Vice Chancellor
NEW Media Expressions Never before in history has the media come to command such a powerful hold over us and yet, surprisingly, not be trusted. The shifts that have happened and are happening in the media domain are many, complex, rapid, and hard to critically interpret. From memes to trolls to big data to Internet of things to citizen Objectives journalism to trial by media and more, the With a view to engage in concerns related to New Media, Media Meet 2017 one of the standout phenomenons is the offers a platform to students and teaching fraternity to present research rate of change that we are witnessing. papers on topics and issues related to the field. While the ‘new’ media expressions are 1. Media Meet 2017 aims at pregnant with problems and possibilities, understanding the New form and content of media. It believes that new the conventional continue to have an expressions of media and the versatility of communications has uneasy co-existence. The Audit Bureau of evolved with the evolution of human civilisations. Circulations report on the 2015 circulation 2. It also looks at exploring the variety of dailies in India highlights a rise of 12%. of social realities that exist today, in a causal relation with the The newspaper industry continues to institutionalisation of Media, along with technological developments. exhibit thrift in India, unlike the global 3. This national seminar intends to trends as identified in the cases of UK, US, create awareness among the participants and understanding of the or Germany! Does that mean that the old is changing dimensions and nature media technologies, form and content. here to say? Not exactly. The newspaper 4. It also aims at providing students an industry is taking on the layers of the new. opportunity to interact with people in the industry and gain from their Increasingly, most newspaper experience and knowledge. organisations are shifting base to the online platforms. Many more such new complexities could be excited. So how do we take stock of these complexities? This Media Meet 2017 hopes to take stock of these intriguing developments, through paper presentations, plenary talks, and panel discussions. The Department of Media Studies invites all participants to reflect, and produce knowledge that is contemporary, relevant and ‘new’! Padmakumar M M (HOD)
Table of Contents 1. Online Music Streaming Applications | M anasi Kirti Meghnani 2. A study to find the effect of personalised curation of news on line of thinking | Samrat Nath, Srivats Lakshman 3. Perception of mental illness in movies | R ashi Dhilla 4. New Media's impact on Indian Classical Dances | S uryadevara Sindhuja 5. Folk Media and its role in solving Social Issues | Phinu Mary Jose 6. Teaching Digital Media: Using image-editing tools as a fun activity to add to pedagogy.| Nikhil Ghodke 7. Representation of domestic violence in media: A comparative study | Sayanti Dutta, Induja Aravind, Shwetashri Sarkar 8. Articulating change: Poetry in the 21st Century | Ritika Bharti 9. Theyyam in the age of new media | Ashokan.O, Jolly Puthussery 10. The Dawn of Republic TV – Redefining the rules in news marketing | V idya K 11. Students’ uses and gratifications of the Internet: A comparative study | Dr Melwyn S. Pinto 12. Understanding Folk Media: Select stories from Panchatantra | P ratiksha Ramesh Mangalekar 13. The new way: Memes | K ashish Sandhu, Mayank Gurnani and Joseph Edward Felix 14. Indian Railway and Social Media – The way forward to improving Business to Consumer Interaction | C hitresh Shrivastva 15. Dominance of Shared narrative culture amongst youngsters | M alavika Anupaj and Joanne Lopes 16. Study of Body Dissatisfaction and Social Media Photographic Activity | Deepthi Kalimili 17. What the beef is all about? A Study on Social Media’s Reaction to Arnab Goswami’s ‘Beef Fest dDebate’ on Republic TV | Rupa P. 18. Print Media Coverage of Women in Sports in India: A Study of 2012 and 2016 Olympics | Shinjinee Mishra 19. Commodification of Social Media | Surabhi K S 20. Intimate Interactive Theatre Experiencing the Change in Personal Value, Rigidity and Social Phobia on 7th Standard Student, an Experimental Study. | K ondajji Mathada Pawan Kumar 21. The “Big Brother”: Social Media Marketing Strategies in the Era of Big Data | Kavita Karan 22. Media Credibility Amongst Indian Youth: Print VS Virtual. | M anas Daxini 23. Representation of the Life of Islamic Women in Films Contradictory to Actual Islamic Beliefs - A Case Study on Three Malayalam Movies | R evathi A Menon 24. Immersive Theatre : An Approach to Interactive Audience Participation using Virtual Reality | E dilbert Donatus Fernando 25. New Media - A paradigm of transformation, resilience and reality check | S indhu Shantha Nair 26. Portrayal of Women in Indian Print Media through Advertisements | Nayonika Roy 27. Representation of the concept of family in popular culture | M ahasweta Gogoi 28. On the use of Rhetoric in Indian English Television News Discussions | Vidisha Madonna D'Souza
Online Music Streaming Applications Manasi Kirti Meghnani Christ University, Bengaluru The paper focuses on investigating the factors that are critical to the increasing popularity ofonline music streaming apps. The aim of the research is to explore the rise in popularity ofonline music streaming apps, whether the listeners have shifted from traditional medium to anew medium and if this has had an impact on the radio industry. Along with these factors, thepaper also attempts to look at the content of the apps and how the users differentiate one appfrom another in terms of the content and whether it has a role in popularity. The sampleincluded adults between 18-33 years of age from various cities across the globe. Theresearcher also conducted expert interviews of people from the radio industry as well as theonline streaming apps for insights. The paper looks at Bruce Bimber’s paper on McLuhan’stheory of Technological Determinism to explain the assumed changes in the society. A study to find the effect of personalised curation of news on line of thinking Samrat Nath, Srivats Lakshman Christ University, Bengaluru T he pace and flexibility of the world today demands customised services for all to get what they need. Content curation is the process of gathering information relevant to a particular topic or area of interest, and the concept has now been implemented in online news platforms as well.The paper here aims to understand if the curation of news is leading to the consumers to develop a similar line of thought and also hindering their minds to delve into other options because of the content being provided in their area of choice. T he researchers have followed a quantitative method by considering some of the most used news curating platforms and created a questionnaire to get a statistical idea of the type of divergence or convergence in thinking that the platforms have led to. This was followed by a small round of interviews to validate the same. The paper follows a cross disciplinary outlook by using theories from other subjects like psychology to support why the phenomenon can possibly be happening.The paper helps us understand how the marketing idea has emerged out of the basic idea of Search Engine Optimisation is shaping the human thought in the age of information. Perception of mental illness in movies Rashi Dhilla Christ University, Bengaluru Media is known to have an impact on the perception of its consumers. This paper aims to study the effect that movies have on reducing or increasing stigma in the viewer’s minds. While movies portray both positive and negative images of mental illness, this study is conducted to understand whether a positive image of mental illness in movies breaks the stigma revolving around mental disorders. The research also aims to provide methods in
order to break social stigma against mentally ill individuals using popular media as a tool. Keywords: M ental illness, movies, stigma, portrayal New Media's impact on Indian Classical Dances Suryadevara Sindhuja University of Hyderabad, Hyderabad In an era where information relating to education or entertainment is just a click away, it is necessary to tailor the mode of transmission to cater to targeted consumer categories. The smart phone, social media millennial co-exist with traditional knowledge-seeking citizens. It is interesting to note how deep-rooted arts, local cultures are reaching common public via these media. This paper deals with how Indian classical dances are gaining accessibility if not popularity through the digital media. While websites, YouTube videos, web streaming, blogs enhance the visibility of dances with ease at just a click of the button and enable discussions and information on dances from multiple perspectives, the apps are new on the block where there are practice modules to enable students of dance to watch and clarify their methods. All these form a compelling study of how art forms are propagated via digital technology. This paper focuses on the examining how new media has its impact if any and the methods adopted by such media to capture potential audience attention in the arena of Indian Classical dances. Folk Media and its role in solving Social Issues Phinu Mary Jose Christ University, Bengaluru Folk Media is a very relevant tool in solving social issues is a well-known fact. This paper seeks to delve into matters that concern people in rural India with respect to social empowerment and analyze if there is any learning from Folk Media that can be disseminated as models of creating awareness and educating people on solving everyday social problems ingeniously. Variety of Folk Media forms exists today but not all of them are well-known. They exist due to geographical and demographical nuances but flourish because of Behavioral and Psychographic attributes. This paper intends to bring to forth the major forms of folk media practiced and professed as tools of information dissemination in rural India, with Kolar being a case in consideration. Also, this research endeavor is an attempt to study the effect of usage of such media in educating and sensitizing rural folklore on issues which concern them and empower them socially. Finally, to spark a discussion on the need for blending education and entertainment for social change, organizations can leave behind a powerful model of community involvement in sustainable development projects.
Teaching Digital Media: Using image-editing tools as a fun activity to add to pedagogy Nikhil Ghodke Manhattanville College, Purchase, New York Change of pace through fun activities in context of content delivery in a classroom can enhance student experience with regards to engagement and retention of content. The first research question inquires: What are some of the fun activities being utilized in classrooms today and are the claims substantiated. Examining this question was motivated further, by both the perceived potentials and hindrances of such activities; for example, the class size, the availability of technology tools and other factors. The paper specifically looks at a spinning wheel game utilized in a media/communication class. In the particular class where this was utilized, the students had prior working knowledge of image editing software’s like Photoshop, and this activity can be adapted to any other image editing softwares. Online resources such as software tutorials for image editing are made available to the class prior to this activity. This activity serves to ease the monotony of the course, gets the students to interact with each other, have fun, and ideally works well towards the middle/end of the semester. The students are split into groups of 2 or 3 and given access to a computer/laptop. The prize wheel with its slots contains names of topics covered during the course, e.g.- gender, race issues and could have names of media publications, elements of design, etc. As the wheel is spun and depending on which topic the wheel stops, the groups of students have 3-4 minutes to discuss amongst themselves and edit images. They work as a team developing the artwork and draw out points to discuss at the end of this 30- 45 minutes activity. When this activity had been conducted in the past, the students had produced unique artwork and produced unique narratives around the topics. These observations motivate future research of similar activities in classrooms. This work-in-progress is part of a larger study of prototyping and evaluating activities for aiding pedagogy. Representation of domestic violence in media: A comparative study Sayanti Dutta, Induja Aravind, Shwetashri Sarkar Christ University, Bengaluru The study attempts to find out how domestic violence is represented through different forms of media in India. The study will be a comparative analysis of how domestic violence is represented through the conventional forms of media and the new emerging forms of media. The theoretical framework that has been explored in this study is the idea of Hegemony and Counter Hegemony by Neo-Marxian scholar Antonio Francesco Gramsci. The conventional forms of media includes the popular soap operas whereas the new emerging media includes advertisements, YouTube videos and popular social media platforms like Facebook, blogs, twitter and others. The research statement focuses on how the conventional forms of media depict the presence of an ideological hegemony and how the counter hegemony is formed by the emerging forms of media in the context
of domestic violence. The aim of this research is to understand the transition in representation of domestic violence from conventional to contemporary forms of media. The methodology that the study intends to follow is secondary analysis of data focusing more on the previously mentioned sources. Articulating change: Poetry in the 21st Century Ritika Bharti Christ University, Bengaluru Poetry is a medium of communication which is palatable both when it stays on paper and when recited out loud. ‘Spoken word poetry’ is a form of artistic exchange which not only makes words dance out of paper but is performed with actions, emotions and gestures. Spoken word whose roots can be traced back to Greek lyrical poetry has made profound impact in the contemporary world as a medium of artistic communication. Mostly composed in first person, spoken word provides authenticity to the performer, allowing them to simultaneously share their views through poetry and use poetry as a means of catharsis. This paper aims to bring out the influence that spoken word, or performance poetry, has had in shaping the social, political, and cultural views of our society while also functioning as a powerful tool that helps people to instigate social change. It also discusses how performers develop an emotional connect with fellow humans. This idea will be argued based on the information gathered from open-mic events as a participant and an observer, and also from interviews with spoken word performers and members of the audience. Theyyam in the age of new media Ashokan.O and Jolly Puthussery Christ University, Bengaluru “Theyyam'' means god, it also refers to the performance-ritual with which the deities, spirits, ghosts, heroes, dead animals, and all the other beings, which are part of a complex pantheon found only in north Kerala, are worshiped. The deities can be classified, in a way loosely, into various categories. The origin of Theyyam's deities were strictly indigenous to the Malabar area, but in the course of time some of the most important gods of Brahmanical Hinduism have been added to the local pantheon. This visual world had already forced the Theyyam ritual to the excessive theatricalization and spectacularity other than many other performative events in Kerala. The proposed paper looks at the changing dimensions of this living phenomena and analyses how new media re-shapes and refresh this living tradition. Dominance of Shared narrative culture amongst youngsters
The Dawn of Republic TV – Redefining the rules in news marketing Vidya K Christ University, Bengaluru Television industry is witnessing a rapid growth with over 800+ channels including 300+ news channels. It is a matter of survival for many with each of them are competing rigorously to get a competitive edge over the other. The only way to stand out is through the careful implementation of flattering marketing strategies to attract eye balls. The new entrant into the news market is ‘Republic TV ‘under the aegis of Arnab Goswami who has been a much discussed media personality. This Paper traces the factors that lead to the emergence of Arnab from being a humble journalist in CNN IBN to being the face of Times Now and how he managed to build a brand around his persona and launch an independent channel with highest decibels in the history of news channels. From the start, Republic TV is successful in garnering everyone’s attention, be it for good or bad reasons. The main objective of the research paper is to analyse the marketing strategy of Republic TV. The methodology adopted in the study would be one of the qualitative methods i.e., Case Study method. The periodicity of the study and the content referred is in between the duration of October 2016 to May 2017. Students’ uses and gratifications of the Internet: A comparative study Dr Melwyn S. Pinto St Aloysius College (Autonomous), Mangalore In the world of mass communication research, Uses and Gratifications (U&G) approach has been a very important and influential tradition ever since the beginning of empirical research in the US since 1940s. Being an audience measurement theory and firmly grounded on the limited effects model of communication, the theory explores why people make use of mass media and what gratifications they seek from them. In the last two decades or so uses and gratification research has dwelt extensively on various facets of Internet usage gratification typologies. However, it has to be noted that in India there is a dearth of uses and gratification research of mass media. Students are an important audience a well as consumers of the Internet. According to one study, two thirds of the Internet users are students between the age of 15 and 24. Accordingly, the present study seeks to understand how students in an Indian scenario make use of the Internet and what gratifications they seek from it. The study through a structured survey method is being taken up in two districts of Mangalore, Urban and Rural talukas of Dakshina Kannada district to measure urban and rural variables. The study implants gender and subject of study as other variables. Keywords: U se and Gratifications theory, audience measurement, limited effects of mass media, Internet, New Media
Understanding Folk Media: Select stories from Panchatantra Pratiksha Ramesh Mangalekar Christ University, Bengaluru The Panchatantra books, meaning “Five Devices” verbatim, are an ancient Indian folk compilation of stories both in verse and prose form. These animal fables which are categorized under folk stories, are common across various languages and cultures in India intended for a young audience from 4 to 12 year olds. Animals play an important role in human lives in terms of self discovery and hence have been adopted in Panchatantra stories bringing a wide scope for imagination, expression and awareness in children. This paper tries to unfold a layer of interpretation of the stories using semiotic analysis, primarily focusing on the animal symbolism that is prevalent in these stories. The theory of Signs by Ferdinand de Saussure will be used by the researcher in order to reinterpret the meaning of the stories. The major finding drawn by the researcher through detailed semiotic analysis of the potent animal symbols is that the stories aim towards teaching the young readers a wise conduct of life. The researcher also tries to understand how ancient folk media in the form of stories plays a vital role in developing young readers’ personality and morale. While morality factor remains one of the central concerns of grooming a child in his or her developing years, the research delves into this aspect. Keywords: Print Media, Folk Media, Semiotics, Meaning, Denotation, Symbol, Theory of Sign. The new way: Memes Kashish Sandhu, Mayank Gurnani and Joseph Edward Felix Christ University, Bengaluru Media is constantly evolving with time. The style of presenting news or views has also been impacted by the upsurge of varied social networking sites which have become easily accessible to any age group. This style primarily caters to the digital generation. Facebook and Twitter are examples par excellence. Trending for a while now and becoming a force to reckon with-in their own right, on these digital platforms are ‘memes’. These shareable, sometimes pithy and often puerile units have emerged as the lingua franca of the digital world. They have given the digital natives an entirely new way of articulating themselves. This paper intends to study and analyze the impact of how the visual nature of memes and the inclusion of humour and sarcasm in them have been widely used as tools of disseminating information and news across various media. Indian Railway and Social Media – The way forward to improving Business to Consumer Interaction Chitresh Shrivastva Christ University, Bengaluru New media is a platform which includes blogging, social media, E- Commerce. New media in the recent years has been growing as a popular means of expressing opinions and
participating in the governance of the state, which no longer confines itself to just the role of civil servants and the politicians. The railways are no exception to this. A 162-year-old organization running extensively on paperwork was included on the digital map during the current NDA regime and has facilitated in greater transparency in terms of functioning and accountability, not only of the Railway administration at the zonal levels, but also at the top level and that includes the ministry and enabled the ministry to get directly in touch with the public to understand their needs and accordingly chalk out strategies which works for the mutual interests of the public and the ministry. At the same time it has helped people keep themselves updated about the latest developments. The new media has provided ample scope for improving the publicity strategies for the railways and also has facilitated in understanding deeper insights into how the general public perceives the railways. This paper tries to understand the increasing role of the travelling public in influencing the railway policies and how the new media has led to improvement in Business to consumer interaction. Keywords: Railways, New Media, accountability, governance Dominance of Shared narrative culture amongst youngsters Malavika Anupraj and Joanne Lopes Christ University, Bengaluru Social media has revolutionized the way we communicate, with snapchat being one of the internet's most dominant social media platforms. For Millennials who were raised with it, social media has become more than just a tool for communication. Snapchat allows people to share their personal moments through virtual narration and thus making what they share a part of who they are and how they are perceived. Existing research suggests that social media has changed the way we communicate; nevertheless, investigation into this issue is still relatively scarce.Through methods of observation and survey, this study seeks to validate the development of dependence on social media as a means of communication, with a particular focus on the impact of shared narrative culture. Keywords: Social media, Shared narrative, Millenni als Study of Body Dissatisfaction and Social Media Photographic Activity Deepthi Kalimili Christ University, Bengaluru The study compares the level of body dissatisfaction with the frequency of checking feedback on the parameters of comments and “likes”, one receives on photos of themselves on social media. The sample has 148 female young adults from urban areas with a normal BMI. Each member of the sample had at least one social media account and uploaded at least one photo of themselves onto social media in a week. The method was used to measure the level of body dissatisfaction and a personal data sheet was used to collect information about photo-related activity on social media. The sample was divided into four groups based on their responses, where each group checked the feedback on photos with different frequencies. There were 50 members in the Very Low Frequency
group, 36 members in the Moderately Low Frequency group, 30 members in the Moderately High Frequency group and 32 members in the Very High Frequency group. The hypotheses tested were, the group with high frequency of checking feedback on photos of oneself will have significantly high body dissatisfaction compared to the group with the very low frequency of checking feedback on photos of oneself on social media (H1); the group with high frequency of checking feedback on photos of oneself on social media will have significantly high body dissatisfaction compared to the group with moderately low frequency of checking feedback on photos of oneself on social media (H2). One-way ANOVA was used to analyse the data which accepted H1 and H2. What the beef is all about? A Study on Social Media’s Reaction to Arnab Goswami’s ‘Beef Fest Debate’ on Republic TV Rupa P. Jyoti Nivas College, Bengaluru Anything that is broadcast on Television or reported in the newspaper is discussed instantaneously on social media. The gap between traditional media and new media is narrowing further. The ban on the sales of cow for slaughter led to a series of protests across the country, starting from Kerala, in the form of beef fests. As a part of its discourse on the beef ban, Arnab Goswami’s Republic TV conducted a live debate on the rationale and the emotional reactions to the beef fests, deeming it unnecessary, on its prime time show, Breaking on the Debate. Goswami’s rhetoric and theatrics on beef fests promoted its own hastag, #BeefFestShowdown that elicited a lot of response on social media. This research understands how Goswami’s debate on the beef fests was viewed and discussed on sites like YouTube, Facebook, Twitter and Instagram by youngsters in Bangalore. The major focus of the study seeks to understand the news content viewing patterns of youngsters in Bangalore, their views on the beef ban, beef fests, their attitude towards Arnab’s style of high-decibel debate and the ethical considerations pertaining to Arnab Goswami’s complete u-turn on the beef ban. Print Media Coverage of Women in Sports in India: A Study of 2012 and 2016 Olympics Shinjinee Mishra Tata Institute of Social Sciences, Hyderabad Media is a major source of information for an individual as well as the society and it has an everlasting effect on both. It plays a major role in shaping up the perception of its readers. It has always been an important medium of bringing about the change in the society. Sports is an important element of the society which shapes the individual but often it is considered to be a serious affair, because of the society’s obsession with academics. Media and Sports are interdependent on each other thus creating a new domain -'mediasport'. We live in a world which is hierarchically constructed along the lines of gender and thus a lot of research is done on the downside of representation of women in media. However very few of them are on sportswomen because sports has always been considered as a man’s domain. This research paper aims to do a content
analysis of how sportswomen were reported by the newspapers in 2012 London Olympics and 2016 Rio Olympics. It also aims to understand the language that was used. Commodification of Social Media Surabhi K S CMS - Jain University, Bengaluru Media is one of the most dynamic platforms which are constantly evolving in the realm of the digital. With increasing websites, and infotainment's dissemination of information has been made faster than ever before. This has not only resulted in altering the consumption pattern of individuals but, has set a new trend in the nature of communication . The primary goal of the study is to locate the changes in social media content over a period of time and how it has impacted individuals. The study will employ longitudinal content analysis method, where messages are looked upon from three different periods - 2005, 2010 and 2016. Intimate Interactive Theatre Experiencing the Change in Personal Value, Rigidity and Social Phobia on 7th Standard Student, an Experimental Study. Kondajji Mathada Pawan Kumar Christ University, Bengaluru ‘Theatre is a ‘life’ in itself, where it serves a meaning to an individual and society in the form of different culture, traditions and art forms. Theatre is a form of knowledge which can also be means of transforming society. Theatre can help us build our future, rather than just waiting for it.’-Augusto Boal, Director and Educationalist-Theatre of the Oppressed. This research paper focuses on the use of Interactive Theatre as experiencing the change in the, personal value, rigidity and social phobia on 7th standard students. This experimental study flows the quasi-experiment design with 30 students. Personal Value Scale, Dimension of Rigidity Scale and Social Phobia Scale with supporting of observation of an Interactive Theatre presentation/show are few of the data collection techniques used in the paper. The paper considers the major elements from the proscenium and street theatre and making the workshop for students as an Intimate Interactive Theatre for positive outcomes. The paper tries to understand the implication of this form of theatre in education that could impact in all the levels of an education institution as they address the issues of diversity and giving the voice to theatre, which will create a truly inclusive campus climate. The “Big Brother”: Social Media Marketing Strategies in the Era of Big Data Kavita Karan School Of Journalism, Southern Illinois University, Carbondale, Illinois USA Big Data technologies and Social media are fundamentally changing the way organizations are successfully creating products, marketing and advertising them to
reach highly segmented markets. These new technologies are enabling companies to perform increasingly sophisticated data analytics on very large datasets including customer analytics, and operational analytics among many others (Arthur, 2013; Post and Edmiston, 2014;Villars, Olofson & Eastwood, 2011;Thau, 2014). Social media is being used to target consumers in a big way with forwarding, liking, loving, social sharing and reposting. Through earlier case studies of a few major companies (Karan & Fu Tao, 2014), we found how companies are using algorithms, sophisticated analytics and business strategies such as profiling consumers, targeting products and services, predicting behaviours, providing customized incentives and also trying to maintain the privacy of consumers. In a following up study, using survey with over 500 college students, Xie & Karan (2016) also found that though online consumers are concerned with their privacy on SNSs, they still reveal large amount of personal information and leave their SNS profile open. Moreover, consumers who frequently shop on their mobile phone are more likely to trade their personal identity information and daily life and entertainment information on SNS for mobile coupons, discounts, etc In this case study of few companies, we further expand on how companies are using the Big Data and Social media from Facebook to Instagram as well as mobile technologies in breaking the silos of traditional marketing practices and are emerging successful in the highly competitive global markets. Theoretical and industrial implications of social media and Big data in business industries are also discussed. Keywords: Big Data, social media, privacy, consumer interactions, and content marketing. Media Credibility Amongst Indian Youth: Print VS Virtual. Manas Daxini Pandit Deendayal Petroleum University, Gandhinagar With approximately 1.3 Billion people in the world, 41% of total population is within 15 to 34 years of age according to the 2011 census report. On the basis of facts stated above, perception of youth matters undoubtedly. The digital revolution has been successful to attract the youth. The Web 2.0 phase has been instrumental in providing the first source of information for the mass. In such a scenario, when Print as a source of news is declining globally, India shows minimal depletion in the print business. One of the few limitations of online media is the presence of media saturation which holds the credibility of these virtual sources at stake. Hence, the researcher considered 500 subjects aged from 15 to 34 years to fill a questionnaire and obtain their perspective. Journalists and content developers for Print and Web were also interviewed. The researcher intends to explore the concept of media literacy and its importance. Past research on media credibility has helped scholars understand the relative credibility of online media as a conduit of information compared to more traditional channels. The objective of this research paper intends to find out the contribution of youth in this phenomenon by knowing their perspective regarding which source they find more credible- Print or Virtual.
Representation of the Life of Islamic Women in Films Contradictory to Actual Islamic Beliefs - A Case Study on Three Malayalam Movies Revathi A Menon Christ University, Bengaluru The development of internet and its associated tools of communication have created various possibilities to market ideas much faster. With digital marketing being coined as the umbrella term for pioneering new media in the 21st century, many tools have also been introduced to promote it further. One such tool is social media. Competing among numerous social media platforms, the few notable ones worth mentioning are Facebook, Instagram, Twitter and LinkedIn. Facebook and twitter has shown an evolution that has changed the face of marketing in the digital age. Brands across categories have created a space for themselves in this ever-growing medium with the intention of capturing user loyalty through online brand-user engagement. This study tries to understand the role of users in the online engagement techniques used by brands on social media. It also throws light on the different forms of user responses that results in brand loyalty. This research paper tries to capture an overall understanding of brand engagement and brand loyalty on an online medium, and in turn contribute to the wide spectrum of the unexplored social media usages by brands. Immersive Theatre : An Approach to Interactive Audience Participation using Virtual Reality Edilbert Donatus Fernando Christ University, Bengaluru The Information Age has always had at it’s core the dependence of media on technological advancement for its evolution. State-of-the-art technology often drive the creation and proliferation of media. A new trend has been emerging in which technology has now started to drive, primarily, how media is consumed. The low cost of electronic devices, fueled by evolutionary advances in semiconductor technology, have resulted in the personal computer (PC) and the post-PC revolution. The post-PC era has brought in affordable computing power, in the form of mobile computers, within the reach of the masses. A common theme visible in these modern technologies is the feature set that is entrenched in interactivity at its core. The modalities though have been through continuous development and disruptive change. Point and click devices were replaced by haptic, which was then replaced by gesture recognition. Though, it is not set in stone, gesture based interaction is a critical component in emerging technologies like Augmented Reality (AR) & Virtual Reality (VR). Interactive plays are an avant-garde movement, within the larger culture of theatre that attempt to involve audiences in the storyline by breaking the fourth wall. As such they’re often performed live and are confined to the premises (stage/set). The attempt here is to study the feasibility of using Virtual Reality, backed by 3D graphics media, to provide an immersive theatre experience to both the actors and the audience. Keywords: v irtual reality, interactive play, collaborative media, virtual presence
New Media - A paradigm of transformation, resilience and reality check Sindhu Shantha Nair Christ University, Bengaluru The transformation of media to the current state of new media , the pros and cons, resilience to bounce back from limitations, and a reality check of its‘ course is pivotal. Many researches throw light on New Media. Through literature review, it was found that media has to be modulated depending on its composition and need. Over the years, Media from basics has moved to economics, media criticism, films, television, research, film and television production, digital media, public relations, electronic media, advertisements, etc. Media is essentially in the content business. The revolutionary potential of the new media as a communication tool and a threat to old media is a paradigm through technological developments, innovations, discoveries and transformations. Though substantive evaluation is a better form of effectiveness measurement, challenges and varied view has restricted the measurement of effectiveness of New Media to procedural evaluation,. The objective of this paper is to introduce an innovative thinking and approach to the effects, implications, pros and cons, resilience and reality check of its’ course. The data from secondary sources are analyzed. Furthermore, in-depth analysis and critical examination of transformation, effectiveness, resilience and reality check of new media is limited. The paper intends to conform that reforms in strategies and reality check is expected to stimulate a continual innovation which integrates best practices to be more adaptive, credible and transparent to the intend of demand and new media effectiveness. Portrayal of Women in Indian Print Media through Advertisements Nayonika Roy Tata Institute of Social Sciences, Hyderabad Media has been one of the important sources of information and socialization. It provides us with details about the happenings around the world, but along with that it also forms a framework around us which develops our thinking. Media, whether it is print advertisements, movies, books or digital advertisements, plays an important role in shaping the notion of femininity and masculinity. The biggest criticism towards media is that it lacks a feminist lens. The various kinds of advertisements and movies that endorse the importance of fair skin, the ‘perfect’ body shape, motherhood and sexuality has developed images of ‘ideal’ women in minds of people. The same can imply to men, when they are portrayed tough, strong, tall, handsome; developing the idea of ‘masculine’ man. This research paper aims to make a discourse analysis of how advertisements in media have evolved and what changes have been brought about in the portrayal of women in the electronic media. It looks into the advertisements from 1950s to present time, to give a rich data on the visible changes. The paper analyses the advertisements from different time period and finally makes study on what grounds the portrayal of women in particular and men in general has changed (the portrayal of power depiction).
Representation of the concept of family in popular culture Mahasweta Gogoi Christ University, Bengaluru This research paper looks at the representation of the concept of family in popular culture today. It focuses on two US based series: The Fosters and Orange is The New Black, both airing the same year (2013—present). Family as social construct and representation of the dominant ideologies within the culture drawn from Feminist theorist Hessie Biber’s argument of patterns becomes the one of the core focuses of the paper. These representations further influence what the viewers take away from the series and relates back to Foucault’s notion of Discourse. The paper further delves into theories of Social Constructionism put forth by Peter Berger and Thomas Luckmann to understand the conventional definitions of what constitutes a family.The second focus becomes drawing parallels between both the series. It aims to look at the concept of family in terms of youth group homes, prison, and the foster-care system of the US. It looks at larger concepts of gender and sexuality, marriage, and race as determinants in constituting a family. This paper identifies with the broad outlook of media today and wishes to highlight its attempt at rejecting narrow notions of families. Both the areas of focus although having found its way into popular culture, have not been widely accepted. The paper as such aims to critically analyse the reasons behind it, simultaneously recognizing the need for further research into the area to understand and accommodate today’s diverse changing trends. Keywords: P opular Culture, Family, Social Constructionism On the use of Rhetoric in Indian English Television News Discussions Vidisha Madonna D'Souza St Joseph’s College (Autonomous), Bengaluru Television News has witnessed transformation in the pattern of presentation and propagation of news content over these recent times. It has been a clear move to invite changes that have led the viewers to experience television news as a stronger medium than never before. Though the goal is to enhance awareness among viewers and critics, modifying factors have grown in a way to build and manipulate the entire solid package of information dissemination for the particular day. Multiple English news channels in India have paved the way for intense competition and manifestation of Rhetoric. The latter though understood to be manifested in many communication processes, also takes its place in regular prime time discussions and debates. Repetitive interrogations, claims and evidences, use of hand gestures and rise in volume of speeches, another incident become important for the day. These elements are a closely formed set of techniques that the production team uses and manipulates, compelling it to be a part of the socially responsible medium’s news package. This paper will delve into the use of Rhetoric in Television news from previous scholarly studies and deliberate about its application in the Indian context of news presentation and discourse. Keywords: R hetoric, News Discussions, Discourse, Television
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