ShodhVichar: Journal of Media and Mass Communication
ShodhVichar: Journal of Media and Mass Communication is an online, half-yearly, open-access, peer-reviewed journal of studies focused on Media and Mass Communication Studies that publishes research papers in both Hindi and English languages. Media and Mass Communication Studies is an academic field that explores the Television, radio, newspapers, the internet, and social media among other media, and how they affect society. This discipline examines the creation, distribution, and consumption of content, and the role media plays in shaping public opinion, culture, and individual behavior. Editor-in-chief: Dr. Ambika Sankar Mishra (Associate Professor, Department of Journalism and Mass Communication, Rama Devi Women’s University, Bhubaneswar, Odisha, India) Managing Editor: Dr. Tina Porwal (PhD, Maharani Laxmibai Girls P.G. College, Indore, India)
THE ROLE OF TWITTER IN SETTING THE AGENDA AND SHAPING PUBLIC OPINION ABOUT THE PALESTINIAN NATIONAL STRUGGLE: AN EXPLANATORY STUDY IN LIGHT OF AGENDA-SETTING THEORY
This study examines Twitter's role in setting the agenda about the Palestinian national struggle (PNS) to create public opinion by applying the agenda-setting theory. The study uses a quantitative approach, utilizing an online survey published on Twitter, which garnered 424 participants. The study concluded that Twitter shapes an alternative cognitive and political agenda, and it constantly reinforces the PNS in the public consciousness through repetition and constant exposure. Furthermore, Twitter has become a space for constructing alternative narratives and breaking the hegemony of the Western narrative. The study also indicated that users are no longer passive recipients, but rather active participants in shaping public opinion. The study reveals a mechanism of reverse agenda setting, where priorities shift from digital platforms like Twitter to traditional media instead of the usual classic direction. Finally, Twitter represents a living application of the three levels of agenda setting.
Copyright (c) 2026 ShodhVichar: Journal of Media and Mass Communication
PRESERVING CULTURAL IDENTITY THROUGH PARTICIPATORY COMMUNICATION: A STUDY OF ODISHA’S BHAGABATA TUNGIS
India's storytelling traditions are indeed a treasure trove of cultural wealth, exemplifying the profound role of narratives in preserving and transmitting knowledge. These traditions connect the present to the collective wisdom of the past, highlighting the intrinsic relationship between art, spirituality, and community in the Indian ethos. The Bhagabata Tungi of Odisha enriches India's storytelling legacy, serving as a community space for reciting the Odia Bhagabata authored by Atibadi Jagannath Das and promoting knowledge sharing. These Tungis embody participatory storytelling, enabling interactive learning and preserving cultural identity. Similar to other Indian traditions, such as the Ramayana or Panchatantra, Tungis transfer spiritual and moral values across generations. Unique to Tungis is their localised adaptation, blending philosophical teachings with practical life lessons relevant to the community. This echoes India’s broader oral traditions, including tribal narratives and acts as a vital tool for cultural preservation. Bhagabata Tungis exemplify the transformative power of storytelling in fostering unity and shared values. This study highlights the importance of Bhagabata Tungi in preserving cultural identity and fostering intergenerational transmission of knowledge. Drawing parallels between traditional Tungis practices and modern communication frameworks, this study demonstrates the relevance of participatory communication and interactive learning models. This paper concludes by emphasising the need to preserve and revitalise Bhagabata Tungi traditions to maintain their relevance in contemporary society while providing insights into integrating oral storytelling practices into modern educational and communication methodologies.
ARTIFICIAL INTELLIGENCE AND NEWS ANCHORING: TRANSFORMATIONS, CHALLENGES, AND ETHICAL IMPLICATIONS
Artificial Intelligence (AI) has increasingly become an integral part of the modern news ecosystem. One of the most visible manifestations of this transformation is the emergence of AI-powered news anchors. These virtual presenters, driven by advances in natural language processing, computer vision, machine learning, and speech synthesis, are reshaping how news is produced, presented, and consumed. This paper provides an in-depth and critical examination of AI in news anchoring, tracing its technological foundations, global adoption patterns, impact on journalistic practices, audience trust, labor dynamics, and ethical as well as regulatory challenges. Drawing extensively on peer-reviewed literature, global case studies, and policy discussions, the study argues that while AI news anchors offer efficiency, scalability, cost-effectiveness, and multilingual reach, they also pose significant risks related to misinformation, erosion of public trust, deepfake misuse, algorithmic bias, and professional displacement. The paper concludes by proposing a comprehensive, multi-level framework for the responsible, transparent, and ethical adoption of AI news anchoring within contemporary journalism ecosystems.
Copyright (c) 2025 ShodhVichar: Journal of Media and Mass Communication
EXPLORING SUBALTERN PERSPECTIVE IN THE MOVIE KERRY ON KUTTON: A SEMIOTIC ANALYSIS OF SMALL-TOWN REALITIES IN INDIAN CINEMA
Cinema in India often functions as an ideological text that mirrors social realities, reinforces cultural hierarchies, and constructs public perception of marginalised communities. This study conducts a qualitative semiotic analysis of the Hindi film Kerry on Kutton (2016) to examine how subaltern identities are visually and narratively represented within the small-town socio-economic landscape. Using a purposive sampling approach, the film was analysed through multiple viewing cycles, identifying key signs, character trajectories, spatial settings and symbolic objects. Drawing upon Saussurean and Barthesian semiotics, the analysis proceeded through denotation, connotation and mythic interpretation, while psychoanalytic and subaltern frameworks were employed to contextualise character desire, humiliation and aspiration. Findings reveal that the film encodes marginalisation not through explicit dialogue, but through symbolic cues such as pig-rearing, wedding band labour, leftover food, urban aspiration and the gun as imagined emancipation. These narrative and visual signs naturalises caste hierarchies, structural poverty and the myth that upward mobility is attainable only through deviance or violence. This study contributes to existing scholarship by demonstrating how small-town Hindi cinema encodes caste and class through symbolic and spatial cues rather than explicit narrative exposition. The paper presents evidence that semiotic analysis can reveal hidden ideological structures embedded in popular media.
CLIMATE CRISES IN THE AGE OF CORPORATE MEDIA: A CRITICAL ANALYSIS OF ENVIRONMENTAL DISASTER REPRESENTATION
The climate crises unfold not only through spectacular disasters but also through what Rob Nixon terms slow violence – gradual, delayed, and often invisible forms of environmental harm that disproportionately affect vulnerable populations. In the age of corporate media, however, such protracted ecological crises pose fundamental challenges to dominant news values shaped by immediacy, spectacle, and commercial imperatives. This paper critically examines how corporate media represents environmental disasters and slow-onset climate impacts, interrogating the narrative, visual, and temporal frameworks through which climate catastrophe is made visible – or rendered invisible. It argues that event-driven news cycles, market-driven pressures, audience fatigue, limited visual immediacy, and the growing circulation of misinformation significantly constrain sustained and structural engagement with the climate crisis. Situating media practices within the political economy of corporate journalism, the study highlights the ethical and representational responsibilities of the media to move beyond episodic disaster reporting, amplify marginalised voices, and contextualise long-term ecological risks within broader socio-economic structures. Through a critical analysis of media practices and selected case illustrations, the paper ultimately calls for more nuanced, long-form, empathetic, and solutions-oriented modes of climate storytelling capable of representing slow violence and fostering deeper public engagement in an era of ecological precarity.
INFLUENCE OF SOCIAL MEDIA ON THE QUALITY OF LIFE OF THE ELDERLY- A PILOT STUDY
This study examines the influence of social media on the quality of life of elderly individuals, guided by the Uses and Gratifications theory. It focuses on how the elderly engage with social media and the benefits they derive from it. The research aims to provide insights into social media's role in enhancing well-being. Social media engagement will be assessed using the Social Media Use Integration Scale (Lawdermilt, 2020), while quality of life will be measured via the WHOQOL-BREF scale. A structured survey will be administered to 100 elderly residents in the Chennai District to gather data on usage patterns and perceived life satisfaction. The findings are expected to highlight the psychological and social dimensions of social media use among older adults, offering valuable implications for digital inclusion initiatives and elderly care strategies in an increasingly connected world.
HOW FAR IS DIGITAL MEDIA INFLUENCING ACADEMIC JOURNALISM
Academic journalism is persistently shaping the parallel via the advancement in digital media technology that is altering the general inspective leaving technology acceptance model (TAM), which highlights the importance of perceived utility and simplicity of using technology acquisition employed in the study to examine the adaptation of digital media and journalism curricula. Study looks into how journalism students view digital tools and readiness for their workforce. According to the finding, a sizable major students think that in comparison traditional print, digital media into their comprehension journalistic principle speedup information availability. Further, it offers new appealing methods to consume use the finding emphasizes house students choose digital platforms for conducting index research producing material and honing their abilities to meet industries standards. General consensus suggests reasons to employ Adobe digital tools despite a minor percentage having in neutral or mixed centimeters to incorporate digital media into general school the job that is becoming more and more line on technology and career path.
ETHICS AND POWER: A COMPARATIVE STUDY OF POLITICAL MORALITY IN MODERN GOVERNANCE
The intersection of ethics and political power forms the moral foundation of modern governance. In contemporary democracies and authoritarian regimes alike, the exercise of power frequently tests the boundaries between moral responsibility and political necessity. This paper explores how political ethics influence governance quality, public trust, and institutional legitimacy. By comparing political morality across three governance models—liberal democracies, populist regimes, and technocratic states—this study highlights how ethical frameworks shape decision-making, corruption tolerance, and accountability. Using a mixed-method approach supported by hypothetical data, the findings suggest that systems with institutionalized ethical norms and accountability mechanisms exhibit higher transparency and public trust. The paper concludes that moral leadership and ethical governance are indispensable to achieving political legitimacy and sustainable development in the 21st century.
THE ROLE OF MEDIA IN PRESERVATION AND PROMOTION OF ANCIENT INDIAN KNOWLEDGE SYSTEMS IN THE PRESENT SOCIETY
Ancient Indian knowledge systems, such as Ayurveda, Yoga, Sanskrit, and traditional arts and sciences, hold immense significance in today’s globalized world. These systems, rooted in thousands of years of wisdom, are not only relevant to modern society but also contribute to holistic well-being, cultural preservation, and intellectual growth. However, the challenge lies in preserving and promoting these ancient systems in an era dominated by rapid technological advancements and cultural shifts. This paper explores the pivotal role of media in bridging the gap between ancient Indian knowledge systems and contemporary society. By examining the contributions of print, electronic, and digital media, this research highlights how media has facilitated the preservation and propagation of these systems. It also discusses the relevance of these knowledge systems in addressing modern challenges, such as health, environmental sustainability, and mental well-being. The paper concludes by emphasizing the need for a balanced approach to leverage media effectively while addressing potential challenges like commercialization and cultural appropriation.
A COMPRESHENSIVE STUDY ON SOCIAL MEDIA MARKETING
The paper introduces the discussion of the ways in which the combination of social media marketing and digital branding strategies could improve online presence and customer interactions and lead generation of small and medium enterprises using Vision10X Digital Marketing LLP as an example. The research is developed on the basis of experiential learning obtained during the 45-day internship within Vision10X and backup with secondary data in the form of industry reports, digital marketing models and platform analytics. The article explores the effects of content planning, social media aesthetics, video-based communication, and targeted advertising on brand visibility on Instagram, Facebook, Tik Tok, Google Ads, and Google My Business. The discussion shows that the strategic combination of organic content and performance marketing is an important factor in enhancing reach, engagement, and flow of qualified leads. Nevertheless, the problems of unreliable posting, ad exhaustion, and increasing CPC, and a lack of digital awareness of clients still impact the overall performance. The conclusions made are that structured content calendar, enhanced video production, communication that is culturally relevant, and optimization-driven advertisement strategies can make significant contributions to digital performance improvements of SMEs. The efficiency and competitiveness of digital agencies in the Indian and UK markets can be further increased with the help of strengthening client education, new reporting procedures, and the use of AI-enabled tools.
VALUE-BASED JOURNALISM IN ITS DIVERSE FORMS: A COMPARATIVE STUDY
Journalism has recognized as the fourth pillar of democracy because it holds the power to inform, educate, and hold those in authority accountable. However, journalism can realize its true democratic potential only when it is guided by core values such as truth, impartiality, transparency, accountability, and public interest. It is this value-based form of journalism that elevates the media beyond being a mere medium of information, and transforms it into a “catalyst for social change.” After discussing the concept, necessity, historical background, principles, challenges, and future prospects of value-based journalism in previous literature, this research paper explores its various forms and expressions. Value-based journalism is not merely a theoretical concept; it manifests through diverse forms of journalistic practices that embody ethical conduct and responsibility. This paper primarily analyzes the following forms associated with value-based journalism: 1. Constructive Journalism – Presenting a positive and balanced perspective. 2. Solutions Journalism – Reporting not only on problems but also on their possible solutions. 3. Interventive Journalism – Exposing injustice and hidden truths. 4. Investigative Journalism – Deep pursuit of truth and factual revelations. Peace Journalism – Promoting dialogue and peace in conflict situations. Although these are distinct branches of journalism, their fundamental objective is the same — to inspire transparent, responsible, and positive change in society beyond the race for sensationalism or TRP- driven content. The paper also discusses the role and ethical responsibilities of the media in the global and digital era, along with the normative frameworks that lend meaningfulness to value-based journalism. The study concludes that commercial pressures, political polarization, and technological disruptions have weakened journalistic ethics. Therefore, in the current scenario, value-based journalism has become vital for the very survival of democracy. To restore and reaffirm its relevance, it is essential to strengthen media literacy, ensure transparency, protect press freedom, and adopt solution-oriented and public-centered journalism.
CUSTOMER INSIGHTS AND THEIR IMPACT ON MARKETING STRATEGIES IN THE BEAUTY AND WELLNESS SECTOR
The beauty and wellness industry is experiencing significant change driven by rising consumer awareness, lifestyle shifts, and the influence of digital media. This study explores how customer insights can be leveraged to strengthen marketing strategies and enhance brand visibility in this sector. Data collected through structured surveys assessed consumer perceptions, satisfaction levels, and awareness channels. Findings reveal that social media, digital marketing, and personalized customer interactions play vital roles in increasing brand visibility and fostering customer loyalty. The research concludes that effectively utilizing customer insights allows brands to develop targeted marketing strategies that boost market reach and deepen consumer engagement.
IS DIGITAL MARKETING SIMPLY COMMUNICATION EVOLVED? A STUDY ON HOW DIGITAL PLATFORMS RESHAPE BRAND–CUSTOMER INTERACTION
Digital marketing is often perceived as a modern extension of traditional communication, merely delivered through online platforms. However, its evolution reveals a deeper strategic transformation. This paper explores the argument that while the foundation of digital marketing lies in communication, it has expanded far beyond simple message delivery. Through tools such as social media, automated chatbots, email systems, and AI-driven content processes, digital marketing integrates data, customer behaviour, and real-time responsiveness to create highly personalized interactions. The study examines how traditional communication principles still anchor digital practices, yet technology, analytics, and platform-based ecosystems have redefined how brands engage, influence, and retain audiences. By reviewing contemporary literature and analysing functional digital touchpoints, the paper concludes that digital marketing is not merely “communication on digital platforms” but a multi-layered, data-enabled system that merges human intent with technological precision.
LOW VISIBILITY OF FEMALE YOUTUBERS ADDRESSING ENVIRONMENTAL MATTERS: A QUESTION OF DISCURSIVE STRATEGIES?
Several studies have revealed that women are significantly under-represented in scientific research, as well as in science communication. Their lack of representation is noticeable in social media, including YouTube. In this study we tried to determine if low women visibility addressing environmental matters on YouTube is related to their discursive strategies vis-à-vis those of men. In particular, we tried to elucidate whether it is a result of women using less discursive elements related to gaining credibility, legitimacy and public attraction than their male counterparts. We also aimed to determine whether there was an indication of globalization in this difference or similarity of discursive strategies between men and women. Consequently, half of our sample of videos was produced by French youtubers, while the other half was produced by Mexican youtubers.
NEGOTIATING RESPECTABILITY: A TRANSNORMATIVE CONTENT ANALYSIS OF TRANSGENDER MOTHERHOOD IN VICKS INDIA'S TOUCH OF CARE ADVERTISEMENT (2017)
This study critically examines the portrayal of transgender motherhood in Vicks India’s 2017 #TouchOfCare advertisement through the lens of Transnormativity Theory. Centered on the real-life story of Gauri Sawant, a transgender woman raising an adopted daughter, the advertisement crafts a poignant narrative of care, sacrifice, and maternal love. While the campaign has been lauded for its inclusive messaging, this research interrogates the normative frameworks that shape such representation. Through qualitative content analysis, the study explores the advertisement’s visual storytelling, character construction, and emotional tone to uncover how trans identities are positioned within acceptable cultural scripts. The findings indicate that the portrayal conforms to transnormative ideals emphasizing moral respectability, caregiving, and adherence to heteronormative family values. These depictions, although affirming on the surface, risk reinforcing narrow and assimilationist portrayals of transgender lives. The paper argues that such media representations enable a conditional form of acceptance, validating only those identities that align with mainstream ideals of respectability. This analysis contributes to broader conversations on gender representation, media ethics, and the politics of visibility in Indian advertising.
DIGITAL MEDIA IN EDUCATIONAL THERAPY (DMEDTX) FOR SCHOOL-AGE LEARNERS WITH DYSLEXIA
The historical understanding of dyslexia can be traced back to 1676, with early accounts of reading difficulties not linked to vision problems. Over centuries, the term dyslexia has gradually evolved through multiple phases and terminologies: from that of word blindness to specific learning disorder. The prevailing definition - endorsed by the International Dyslexia Association (IDA) - constructs the condition of dyslexia as a neurobiological disorder marked by phonological deficits affecting fluency in word recognition, decoding and spelling. Intervention strategies for individuals with dyslexia have transformed from foundational methods (e.g., the Orton-Gillingham approach) to contemporary evidence-based practices that incorporate Digital Media (DM). The integration of Digital Media in Educational Therapy (DMEdTx) now plays a pivotal role in supporting learners with dysexia through multisensory engagement, adaptive/assistive technologies (AT), and holistic interventions. This short paper outlines 10 guiding principles for effective DMEdTx, each backed by research, and explores the DM tools that align with these principles to optimize learning. The convergence of cognitive science, assistive technologies, and culturally responsive teaching positions Digital Media as a vital component in personalized dyslexia support.
DIGITAL DETOX OR DIGITAL DESPAIR? EXAMINING FEAR OF MISSING OUT (FOMO), SLEEP QUALITY, AND MENTAL HEALTH AMONG HOSTEL-RESIDING UNIVERSITY STUDENTS IN PUNJAB, INDIA
Fear of missing out (FOMO) is an increasing psychological issue among students in universities, and especially those who are in hostels with 24/7 internet access. Students who live in hostels in Punjab have unique difficulties in managing their social media usage because of the high level of competition in their academics and the widespread use of smartphones use. This study explores the relationship between FOMO as well as sleep quality and mental health issues among the population. A mixed-methods approach was used to study hostel-based students of 3 universities within Punjab. Data on quantitative variables were gathered through FOMO Scale (FOMO s), the FOMO Scale (FOMO s) as well as The Pittsburgh Sleep Quality Index (PSQI) and the Depression Stress Scale (DASS-21). In addition, 30 students with high FOMO scores were enrolled in semi-structured discussions. The results showed that 68 percent of the participants had poor quality sleep as well as FOMO strongly correlated in sleep disorders (r = 0.52, p .01). A regression analysis showed that FOMO contributed to 37 percent of variation in anxiety-related signs (b = 0.43, p .001). Qualitative research has revealed that compulsive nighttime social media use was an important factor in disrupting sleep. Men were more likely to mention games and group chats and females focusing on content that is related to appearance. The results highlight the need for measures from an institutional perspective like curfews for digital devices and education on sleep hygiene in university hostels. Future research should investigate the long-term effects of specific digital detox programs.
INVESTIGATION OF DIGITAL WELL-BEING AND INTOLERANCE TO UNCERTAINTY AS A PREDICTORS OF NARCISSISM IN SOCIAL MEDIA
The digital age has created unprecedented opportunities for self-presentation and validation-seeking behaviors, fundamentally altering the landscape of narcissistic expression. Understanding how individuals navigate uncertainty while maintaining their digital well-being has become essential for comprehending modern psychological dynamics. The primary objective of this study is to investigate the relationship between digital well-being and intolerance of ambiguity as factors that can predict narcissistic behavior on social media platforms. This study utilized a relational screening model and employed a quantitative research method to investigate. The study's sample group consists of a total of 422 individuals aged 18 and above. The survey method was chosen as the preferred approach for gathering study data. The survey comprises the Demographic Information Form, Narcissism in Social Media Scale, Digital Well-Being Scale, and Intolerance of Uncertainty Scale. The data was analyzed using Correlation and Regression analysis. In the study, a positive correlation was found between social media narcissism and digital well-being. The correlation between narcissism on social media and digital well-being was found to be highly positive. The study revealed that the sub-dimension of intolerance of uncertainty, specifically future-oriented anxiety, has a positive and significant effect on narcissistic tendencies. These results show that social media narcissism is related to digital well-being and various psychological factors, and these relationships are mostly positive.
DIGITAL MEDIA IN THE 21ST CENTURY: A COMPREHENSIVE REVIEW OF TRENDS, SOCIETAL IMPACT, AND FUTURE
Digital media has transformed the way information is produced, distributed, and consumed in contemporary society. This review paper explores the evolution of digital media, its impact on communication, journalism, and entertainment, as well as its influence on social and political landscapes. The paper also discusses emerging trends and future prospects of digital media in an increasingly interconnected world.
EXPLORING THE EFFECTIVENESS OF ALTERNATIVE DISCIPLINE METHODS IN GHANAIAN BASIC SCHOOLS: A CASE STUDY OF SELECTED BASIC SCHOOLS WITHIN THE GREATER ACCRA REGION, GHANA
This study explores Ghanaian teachers' perspective on the use of alternative disciplinary methods in basic schools compared to corporal punishment within the Greater Accra Region, contributing to the national debate on school discipline. The study adopted a mixed-method approach, utilizing surveys and interviews to collect data in other to gain a comprehensive understanding of teachers' perspective. 200 teachers participated in the survey, and in-depth interviews were conducted with a subset of the respondents. The findings revealed that while many teachers historically viewed corporal punishment as an effective disciplinary tool, a significant majority recognized its detrimental impacts, including physical injuries, psychological trauma, and increased aggression among students. Conversely, the study found strong support for alternative disciplinary methods such as positive reinforcement, restorative practices, and socio-emotional learning programs. Teachers reported that these methods were effective in promoting positive behavior, reducing disciplinary incidents, and enhancing students' social and emotional skills. The qualitative insights emphasized the importance of fostering a positive school environment through non-violent methods that build trust, respect, and mutual understanding. Based on the findings, the study recommends that the Ghana Education Service (GES) continue to enforce the ban on corporal punishment and ensure compliance with guidelines on alternative disciplinary methods. It also suggests the provision of continuous professional development for educators, adequate resource allocation, and public awareness campaigns to shift cultural beliefs towards non-violent forms of discipline.
NOLLYWOOD FILMS AS NIGERIA’S IMAGE MAKER IN CAMEROON: A STUDY OF CAMEROONIAN STUDENTS’ PERCEPTIONS
Theories on Nollywood films’ contribution to the Nigerian image crisis have not really followed from empirical studies. In effect, most commentators who support the thesis of Nollywood’s negative effects on the Nigerian image hinge on the unproven premise that a good number of Nigerian video films represent Nigeria in a negative light. Thus, these commentators stand on mere assumptions to conclude that Nollywood films unarguably contribute immensely to the Nigeria’s image problem on the international stage. In this paper, the claims made by the above mentioned commentators are tested through an empirical study of Cameroonian students’ perception of Nigeria as informed by their Nollywood film experience. The paper specifically hinges on a quasi-experiment involving 50 Anglophone and Francophone students drawn from the University of Dschang (Cameroon). The students were exposed to two Nigerian films (My Husband’s Wealth and Oluture) and asked to describe their perceptions of schools, law enforcement institutions, economic development, cultures and governance in Nigeria. The quasi-experiment revealed that the students under study perceived Nigeria mainly in a negative light. The paper suggests a number of imperatives for Nollywood to be reoriented and to serve better as Nigeria’s image maker.
INFLUENCE OF SOCIAL MEDIA ON THE QUALITY OF LIFE OF THE ELDERLY- A REVIEW STUDY FROM 2010- 2025
The increasing number of elderly people in India requires social media to become essential for enhancing their quality of life. The research investigates Indian elderly well-being studies about social media effects that appeared in academic publications from 2010 through 2025. The Google Scholar database search returned 30 results, but only 13 studies met the inclusion criteria, which consisted of nine quantitative studies, one mixed-method study, two qualitative studies, and one review. The PRISMA flow diagram illustrates the complete evaluation process for study relevance and quality assessment. The research indicates that elderly people who use social media platforms achieve better life quality because these platforms enable social connection, combat loneliness, and enhance their mental health. The elderly people who maintain social media connections with family and friends achieve superior psychological health and report higher life satisfaction. The research indicates that digital literacy and social media platform accessibility influence social media benefits because urban elderly users show greater engagement than their rural counterparts. The review shows that social media provides elderly Indians with successful social connections and emotional care and life contentment, which supports its use for developing targeted interventions and policy improvements to boost their life quality.
MEDIA DEPENDENCY BEHAVIOUR DURING THE COVID-19 PANDEMIC IN KARNATAKA
The COVID-19 pandemic created an unprecedented global health crisis, accompanied by widespread social, economic, and educational disruptions. In India, and particularly in Karnataka, the pandemic reshaped people’s everyday lives, compelling them to rely heavily on media for information, guidance, and connection. With strict lockdowns, restrictions on mobility, and heightened uncertainty, the media became a primary source of news updates, government guidelines, health advisories, and even emotional support. In Karnataka, the media played a major role during the pandemic. Television news channels, regional newspapers, government portals, and digital press disseminated verified information. In contrast, social media platforms such as WhatsApp, Facebook, and Twitter became both sources of instant updates and avenues for misinformation. In this background, the present study investigated the media dependency behaviour during the COVID-19 pandemic in Karnataka with the objectives to identify the most preferred media for information-seeking, to determine the extent of media dependency for information during COVID-19 in Karnataka, and to study the impact of media dependency on the audience. The study used a structured questionnaire to find the answer to the above objectives. This study has explored the intricate relationship between individuals and media platforms during a time of uncertainty, revealing how people turned to various forms of media to seek clarity, security, and understanding. The findings are valuable not only for understanding the past pandemic but also for preparing communication strategies in the face of future crises.
VALUE-BASED JOURNALISM: CONCEPT, HISTORY, STRUGGLES, AND PROSPECTS
Journalism is considered the fourth pillar of democracy, but when it is based on values ​​such as truth, impartiality, transparency, and public interest, it becomes more than just a medium of information but a driving force for social change. This type of journalism is called "value-based journalism." This research article focuses on the concept, need, history, development, challenges, and possibilities of value-based journalism. Today, when journalism often seems to deviate from its original purpose in the pursuit of TRPs, political pressure, and corporate profits, value-based journalism emerges as a ray of hope, in which the journalist's role is not merely that of an informant but that of a moral guardian. The article ultimately concludes that ensuring ethical education, media literacy, self-regulation, and the independence of journalists are essential to sustain value-based journalism.
TRACING THE HISTORY OF 2D TRADITIONAL ANIMATION IN CHENNAI
The paper explores the history of 2D traditional animation in Chennai, India, from its early influences in the 1950s and 1960s to its growth and challenges in the present day. Through the research, it traces the contributions of pioneering animators and studios that helped establish and develop the animation industry in Chennai. Through in-depth interview analysis, the key findings include the early influence of Disney animator Clair Weeks and studios like Prasad and Gemini in the 1950s and 1960s. Later, the contributions of Albert Zacharias, Ram Mohan, and Venki Sambamoorthy created a way for unique animation techniques and training new talents. During the 1990s and 2000s, the industry further grew with the establishment of animation training programs and studios. However, lack of government support and global competition posed the key challenges for the industry. The paper finally concludes that Chennai's animation industry has ample scope for developing original content based on Indian stories and culture—for both domestic and international markets. The research sums up the need for continued investment and support for animation-related programs and productions.
IMPLICIT COMMUNICATIONS IN HIGHER EDUCATION PEDAGOGY
The subject of the article is the implicit method in post-industrial education; the object of the work is implicit pedagogy in inclusive education, the purpose of the work is to raise the level of higher education in the context of the fourth industrial revolution; to achieve this goal, the following tasks are being solved: analysis of trends in the development of education in the context of the fourth industrial revolution, analysis of trends in the influence of implicit knowledge, development of methodological foundations of implicit education.; The scientific methods in this article are: philosophy and methodology of science, conceptual approach, systematic approach, historical, logical and systematic analysis, forecasting, theory of pedagogy, didactics, analytical pedagogy; the scientific novelty of the work is associated with the formation of the methodological foundations of implicit pedagogy in the context of the fourth industrial revolution.
CUSTOMER INSIGHTS FOR ENHANCING MARKETING STRATEGIES IN THE BEAUTY AND WELLNESS INDUSTRY
The beauty and wellness sector is undergoing significant transformation driven by increasing consumer awareness, shifts in lifestyle, and the impact of digital media. This research investigates the utilization of customer insights to bolster marketing strategies and enhance brand visibility within this industry. Data was gathered from participants via a structured survey to evaluate perceptions, levels of satisfaction, and channels of awareness. The results indicate that social media, digital marketing, and personalized interactions play a crucial role in influencing brand visibility and fostering customer loyalty. The study concludes that by harnessing customer insights, brands can formulate targeted strategies that improve market penetration and strengthen consumer relationships.
PROFESSIONAL OPPORTUNITIES IN INFLUENCER MARKETING AND FINANCIAL CONTENT CREATION
The paper under consideration reviews the burgeoning influencer marketing realm in the financial content creation industry, exploring the substantial engagement opportunities along with the regulatory hurdles. The emergence of "Finfluencers" on YouTube and TikTok has dramatically transformed the financial information consumption pattern among the younger generation (Millennials and Gen Z), with the power being transferred from the traditional institutions to the digital personalities that are more relatable. The research examines the main value propositions of influencer-brand partnerships—ranging from increased reach and perceived reliability to the breaking down of complicated financial concepts—that are making these collaborations very effective in the areas of financial literacy and product promotion. Importantly, the issue is being discussed in terms of the conflict between the trust that the creators of the content have with their audience and the tight regulatory compliance that is required in finance (e.g., SEBI guidelines on disclosure and real-time data). In combining market dynamics and the latest regulatory activities, the study recommends a model consisting of strategic and compliant partnerships, eventually concluding that influencer marketing is no longer an option but rather a necessity in the challenging high-risk area requiring sophisticated governance to unlock its potential while securing retail investors.
A STUDY ON THE ROLE OF INFLUENCER & ELECTRICIANRELATIONSHIP-BUILDING IN ENHANCING BRAND VALUE AND MARKET PERFORMANCE AT HAVELLS INDIA LTD
This research paper examines the impact of relationship-building with electricians, retailers, and micro-influencers on Havells India Ltd.’s brand image, loyalty, and market value. With the electrical goods market in India becoming increasingly competitive, companies rely heavily on influencer-driven recommendations, especially from electricians who directly influence end-consumer decisions. The study focuses on Havells’ digital loyalty initiative E-PLUS, a structured reward and engagement program designed to strengthen long-term relationships. Primary data was collected from a structured survey administered to 100 electricians, of whom 60 responded. Additional insights were obtained during field visits, store interactions, and a major Electrician Meet with 115 new electricians in Thane. The study reveals that 67% of electricians were fully aware of E-PLUS, 80% expressed satisfaction with the program, and 62% preferred Havells over competitors such as Polycab, Anchor, and Finolex. The findings indicate that reward systems, on-ground engagement, training, and digital interaction significantly strengthen brand loyalty. Challenges identified include barcode scanning issues, delays in reward crediting, and limited multilingual support. Nevertheless, Havells’ influencer engagement strategy has proven effective in enhancing trust, emotional bonding, and product preference.
PSYCHO-NUTRITIONAL THERAPEUTICS: INTEGRATING DIET AND MENTAL HEALTH IN FAMILY WELL-BEING
The intricate relationship between nutrition and mental health has gained significant scientific recognition in recent years. Nutrients play vital roles in neurotransmitter synthesis, hormonal regulation, and gut-brain communication, directly influencing mood, cognition, and emotional resilience. This paper explores the emerging concept of psycho-nutritional therapeutics, an integrative approach that combines dietary interventions with psychological wellness strategies to enhance family well-being. A hypothetical cross-sectional study model was constructed to assess the impact of dietary patterns and nutrient intake on mental health indicators such as stress levels, sleep quality, and emotional balance in families. The study compared three groups: (A) families consuming processed, low-fiber diets; (B) families with balanced home-cooked diets; and (C) families following psycho-nutritional diets enriched with omega-3 fatty acids, B-vitamins, magnesium, tryptophan-rich foods, and probiotics. Results indicated that Group C exhibited the lowest perceived stress score (–28%), highest emotional well-being index (+24%), and significant improvement in sleep quality (+22%). These outcomes suggest that nutrient-dense diets profoundly influence neurotransmission and stress physiology through biochemical and gut-mediated pathways. This study emphasizes the Home Science perspective that views nutrition not only as sustenance but as a key determinant of psychological harmony and family health. Integrating psycho-nutritional principles into daily meals can promote emotional stability, reduce anxiety, and strengthen interpersonal relationships, thereby contributing to holistic family well-being.