Mary Genila- mgenila.smc@velsuniv.ac.in

Raghuram.R- hodviscom@velsuniv.ac.in


ABSTRACT                                   Full Text


The primary purpose of this study is to identify the role of Television Commercials in maintaining stereotypic beliefs concerning idealistic physical appearance amongst College girls.

From the inception of Television, it influences the society very much. Media theories say that the impact of Television is great in cultivating new beliefs and ideas in its audiences. Television Commercials play a vital role in maintaining stereotypic beliefs in its audience mind.  The visual images created by Television Commercials harm the self images of young girls. Advertising agencies use their female models who posses fair skin complexion, tall and ultra thin shaped for promoting their product. Advertisement related to fairness products portray girls with dark skin complexion have misfortune in their life whereas fair skin complexion girls get success and admired by other. Not only the fairness product but also all television commercials use these types of add-models to promote their products. By viewing these visual images, college girls are cultivated with these stereotypic beliefs concerning idealistic physical appearance amongst. The study shows that the yardstick and the benchmark for beauty in our country are pointed and influenced by the multinational standards and the changes which are the outcome of the influence leads to very mental and psychological and bodily and physical disorder and problems to the women in our society. It is founded that college girls are not satisfied with their body image and they strive to posses the body image of female ad-models.



Payal Mathur - payalmathur1228@hotmail.com


ABSTRACT                                        Full Text            


In  a  developing  country  like  India  more  than  850  million  people  do  not  have  proper  information  and  knowledge, specifically  rural  people.  This  is  because  they  remain  away  from  both  New  Media  and  Traditional  Media. In  our  country  India  the  campaign  to  legitimize  community  radio  was  started  in  of  mid-1990s, soon  after  the  Supreme  Court    gave  its  judgment  regarding  the  same. The  judgment  gave  strength  to  several  free  speech  advocates  and  community  members  all  over  India  to  being  a  campaign to  legitimize  community  radio.

Firm  Communication  Policy  is  a  new  policy  devised  by  the  Government  of  India. This  policy  actually  promotes  the  “ Local  Community  Media ”,  this  was  done  in  order  to  increase  community  development, at  least  at  the  grass - root  level. Out  of  all  the  community  media, community  radio  covers  a  wider  range  of  area  and  also  diversified  audience. The  main  aim  of  the  article  is  to  see, check  and  analyze  the  contribution  of  community  radio  in  the  development  of  deprived  rural  people. Community  Radio  after  a  lot  of  experiment  has  proven  that  it  is  the  most  cheapest  and  strongest  medium  to  bridge  the  gap  between  our  community  and  our  government.  





Yanchanbeni Ngullie - yanchanbeni@gmail.com


ABSTRACT                            Full Text                


The dawn of New Media has changed life as we know it. The Internet has eased communication and shrunk the world, fitting it into palms. User-generated media and blogs, websites, videos have gained world-wide popularity as mediums of expression. Nearly nine in 10 adolescents have access to the Internet and a large portion of the youth spends hours surfing the net, absorbing even minute information regardless of how it affects them. The Fashion Industry is rapidly evolving alongside that of New Media, with a countless rise of fashion Bloggers and websites by fashion houses. Leading fashion houses are also releasing e-versions of their magazines, making it even easier for youngsters to access them and be updated with ongoing trends. People are also getting to know of the latest trends through social networking sites like Facebook, Twitter, days before it is telecasted on television or as is in most cases, half of the trends don’t even make it on Televison. From Chanel and Zara to retail cloth stores, New Media seems to have  made the youth more fashion conscious than ever before.




Aashi Bhati - aashi.bh09@gmail.com​


ABSTRACT                                                   Full Text


This research examines the globalization of culture and the role of media in the ensuing identity crisis (both individual and social) resulting from this process. This paper tries to display the basic concept of the process of globalization with all of its effects, threats, challenges and opportunities and will illustrate its interaction with the media in developing countries. It analyses various aspects that mass media are seen today as playing a vital role in enhancing globalization, facilitating culture exchange and numerous flows of information and image between countries. Many globalization theories have been discussed that predicts how the cultural dimension of globalization has exercised a profound impact on the whole globalization process. It explores the patterns and dynamics,

Globalization has a huge impact on cultural, social, monetary, political, and communal life of countries. There have been ample number of theoretical studies that demonstrated that globalization intercedes in a cultural life of populace that raises numerous critical issues (Robertson, 1992).Consequently, globalization is often accompanied by a liberalization of the markets and the privatization of productive assets.

Apparently the broad heading of globalization accommodates some very different views. The basic understanding is usually a neutral formulation, such as ‘Globalization can thus be defined as the intensification of worldwide social relations which connect distant localities in such a way that local happenings are shaped by events occurring many miles away and vice versa’ (Giddens 1990: 64). Globalisation is usually interpreted as a process of homogenisation, but deeming that there are multiple globalisation processes at work this is hardly adequate. Globalisation is also often tied up with modernity, which in result equates globalisation with Westernisation, which is historically trivial and analytically narrow.

Globalization has economic roots and political outcomes, but it also has brought into attention the power of culture in this global environment - the power to bind and to divide in a time when the strain between integration and separation tug at every issue that is relevant to international relations.


Also, one of the objective of this paper is to explore and demonstrate the role of the media in the process of globalization by establishing the relevant literature, by examining various aspects of globalization and by identifying their relevance in understanding the media.


Further it will display that the main components of power structure in today’s world can be linked to mainly two complimentary processes –globalization and the information era. The interaction between these two phenomena has changed the quality of communications which, in turn, is creating new personal and social identities (personification and personifying).




Mallika Sarna – mallika.sarna8@gmail.com


ABSTRACT                                           Full Text


Movie is not something rare in our society. It is one medium to reach society to deliver good messages that would create huge impact on people. In detailed movies, visual communication use moving pictures and sound to inform or help people to learn. People also watch movies to release stress because it is the way to entertain ourselves what we call fun.

These days movies just not focus on entertainment but provide infotainment thus helping us to become aware of issues around us so that we can deal with them in a more effective and efficient manner.

To conduct the study three movies were studied namely 3 idiots, English Vinglish, OMG! Oh My God to see how the movies influences the two mainstream genders in terms of social awareness and how they bring change in their demeanour.



Prateek Khanna - prateekkhanna94@gmail.com


ABSTRACT                             Full Text


IPL which is one of the biggest T20 leagues all over the world contains all domestic teams within India. IPL has been introduced so as to bring young talent from domestic areas to compete on bigger stages i.e. internationally. The Ranji Trophy is a domestic first class championship played in India between teams representing regional cricket associations. Ranji Trophy is less popular as compared to the Indian Premier League. The main objective of this study is to find out the impact and popularity of IPL over Ranji cricket among the youth. IPL is a shorter format than that of Ranji Trophy format. Even Board of Control for Cricket in India (BCCI) is promoting IPL on a very large scale which is diminishing the importance of Ranji. In the present scenario young aspiring cricketers are focusing more towards T20 cricket or the IPL. Earlier very few people thought cricket as a career option but gone are the days when parents used to stop their kids to play cricket outside. Now with the coming of the IPL the mindset has changed. The parents are also supporting their children in fulfilling their dreams. The players can make money for themselves, their families and most importantly can make a name for themselves in the cricket history. A good IPL season can instantly bring you into the spotlight. The Ranji Trophy i.e. the premier domestic competition of Indian cricket has passed its promising stage and is 82 years old now. It is important that the BCCI understands that an urgent change is required in the manner in which it is carried out. The study uses quantitative research method approach in which structured questionnaires based on the study was made.


Pamela Kundu – kundu.pamela42@gmail.com


ABSTRACT                           Full Text

Story unpredictability is adequately far reaching and famous that we might consider the 1990s to the present as the time of TV many-sided quality. Unpredictability has not overwhelmed routine structures inside of the dominant part of TV programming today—there are still numerous more traditional sitcoms and shows on-air than complex narratives. Thus to keep the conversation going it is valuable to investigate how today's TV has re-imagined story standards in a series of ways that I label" complex."Even however this mode speaks to neither the greater part of TV nor its most prevalent projects (in any event by the defective standard of Nielsen ratings), a sufficiently across the board number of projects work.


Shivani Sondhi - Shivanisondhi28@gmail.com

ABSTRACT                           Full Text

Jharkhand is well known for the unprecedented natural beauty, richness of minerals and great expanse of historical tribal culture the region holds. The land of tribal beautifully depicts the artistic traditions of the Mesolithic era till today in its murals of Sohrai and Khovar. These murals were mostly pioneered by Adivasi (tribal) women during weddings and harvest season. These paintings are amongst the most indigenous, sacred and threatened practices. The Jharkhand Government in cooperation with State Culture Department and Tourism Department in January 2016 had ordered to add a lease of life to all civic walls and Government buildings across Hazaribagh and Ranchi states of Jharkhand. The paper attempts to analyse the effectiveness of traditional advertising strategy with special reference to murals. The paper also focuses to study and examine the significant rise in the awareness among the locals about the art and culture of their region. The data analysis is based on primary data collected from the artisans working under the’ Paint my City ‘campaign launched by the Hazaribagh Government and the locals of Hazaribagh and Ranchi, Jharkhand. Questionnaire served as a research tool in order to fetch primary data. Secondary data sourced from journals, articles and media reports. The campaign ‘Paint my city’ campaign launched by the Hazaribagh Government also proved to be a successful one in uplifting the art and culture and providing employment opportunities to many tribal women as stated by various artisans. Whereas it is found that there has been a considerable increase in the level of awareness among the people about the art and culture of the region.


Nimisha Verma - nimisha.verma93@gmail.com 

Zeeshan Khan - zeeeshankhan96@gmail.com

ABSRACT                              Full Text

Despite the unsettled disputes that have co-existed since decades between India and Pakistan, the two seem to always cross their political barriers, finding fans on each side of the border, when it comes to media. Be it Zindagi's Humsafar or Colors' Nagin, fans are spread all over the two countries. This research paper tries to convey how TV soap operas on television are becoming vital in circulating the message of peace and love between the two countries. While talking of the varied styles of production and formatting followed by the two nations for producing TV shows, the paper also stresses on the different factors that have heightened the popularity of these shows. For better analysis, the paper has been substantiated with findings by several researchers from the field of media studies and their bodies of work. Also, through the use of quantitative research method the paper tries to examine the rate of popularity of entertainment channels where TV dramas in the two countries are broadcasted and whether they have been successful in contributing to the cross-border exchange of values in the society.




Rohil Mohit Arora - rohilarora6@gmail.com

Sukriti Malhotra - sukriti.malhotra96@gmail.com

ABSTRACT                                Full Text

Considering the prominence of TV as a visible medium, this study wanted to understand the influence of media imperialism and also the claim that it has affected and undermined native Indian cultural values. It specifically examines the influence of Western media content on the Indian youths using the 2 most watched and well-liked foreign TV programmes, “F.R.I.E.N.D.S” (IMDb rating, 9.0/10, 15th February 2017) and “Game of Thrones” (IMDb rating, 9.5/10, 15th February 2017) as the basis of the study.

The genre of “F.R.I.E.N.D.S” is Comedy and Romance, produced by Warner Bros. Television, Bright/Kauffman/Crane Productions, written by David Crane and Marta Kauffman, and was released 22 September 1994 (USA) whereas “Game of Thrones” is a mixture of Adventure, Drama, Fantasy and Romance, produced by Home Box Office (HBO), Television 360, Grok! Studio, written by George R. R. MartinDavid BenioffD. B. WeissBryan CogmanJane EspensonVanessa TaylorDave Hill, and was released on 17 April 2011 (USA).

The fast method of economic process and also the increasing interconnections between cultures involve an unprecedented challenge to new modern sociology. The explosion of Western merchandise (particularly American) across the world has rocked the culture and values of many societies. The spread of such merchandise has raised queries and considerations concerning U.S. dominance within the cultural sphere.

Finding out the Influence of Western TV programmes on Indian Youths would not be possible unless the investigation uses meticulous procedures that are systematic, creative, logical and correct. For this study, the survey technique is adopted as it provides the most effective means of grouping the views of youths about the influence of TV on their perceptions, ideologies and behaviors.

The study sample comprising 150 youths, 79 females and 71 males, from East Delhi is selected using the simple random sampling technique. The data is collected by conducting an online survey.



Shwetha Vasan - vasan.shwetha@gmail.com

ABSTRACT                                 FULL TEXT
This study is designed to investigate the contribution of non-governmental organizations (NGOs) to the primary education of children. This study is conducted on those students who are solely dependent on informal organizations for education. The data for the study is gathered through interview questionnaires. The focus was on collecting information from efficient and reliable resources through personal interaction. The population of the study is obtained from the NGOs in Noida. Seventy children from two NGOS were randomly selected and interviewed via questionnaire. The collected data is statistically analysed and conclusions are derived. NGOs have contributed greatly to child welfare especially in the less developed areas. Though the students are not adequately on par with children attending a formal space, they could easily catch up to the existing standards. Apart from the academic development, these NGOs have contributed to the improvement of several other aspects. Dance, painting, computer training and other allied activities are also included in their curriculum. It has given them a space to interact and become sociable. All they seem to need is acceptance, recognition and better contribution.

Journal of Media Studies & Research, ISSN - 2456-2289, Vol. 2 Issue 1,
Jan - Jun, 2017

Journal of Media Studies & Research@2017

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