ShodhVichar: Journal of Media and Mass Communication
ShodhVichar: Journal of Media and Mass Communication is an online, quarterly, 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)
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author. It is not necessary to ask for further permission from the author or journal board. This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
CONSUMING MODERNITY: A SEMIOTIC ANALYSIS OF FOOD, CLASS AND DESIRE IN KAAKA MUTTAI (2014)
In this paper, the semiotic analysis of a Tamil film, Kaaka Muttai (2014), directed by M. Manikandan, is created to fill a crucial gap in the knowledge of Tamil cinema. Although the literature has been mostly analyzing the film through the analysis of subaltern representation, childhood deprivation, and neoliberal city critique, no systematic investigation of the formal structure of food as an order of signification has been made. Based on classical semiotics and cultural theory Ferdinand de Saussure, Roland Barthes, Claude Levi-Strauss, Pierre Bourdieu, and Guy Debord, this paper contends that Kaaka Muttai food functions as a formal semiotic system as opposed to a thematic component. The movie develops a dualism between the branded pizza and the egg of crow, making food not a material object of sustenance but a symbolic object of marking of the class aspiration and consumer modernity. The research shows how the biological hunger is being re-formulated into aspirational desire through an examination of mise-en-scene, spatial organization, mediated visibility, and narrative progression. The article comes to the conclusion that pizza is not a culinary object, but a mythic signifier, a part of a spectacle-driven economy of images, which uncovers the processes of how the neoliberal desire works in our dayto-day lives.
Copyright (c) 2026 Naveen U , Dr. P. Panbuselvan, Rahul S (Author) https://creativecommons.org/licenses/by/4.0
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.
Copyright (c) 2025 ShodhVichar: Journal of Media and Mass Communication https://creativecommons.org/licenses/by/4.0
TURNING POINT IN CINEMA: METOO AND THE RESHAPING OF INSTITUTIONS IN THE MALAYALAM FILM INDUSTRY
The #MeToo movement in Malayalam cinema has exposed persistent gendered harassment and structural inequalities within the film industry. Even before the global #MeToo campaign gained momentum in 2017, the Malayalam film industry was unsettled by a high-profile sexual harassment case that revealed exploitative practices that have been deeply embedded in its culture. This incident acted as a catalyst, prompting sustained debates on workplace ethics, gender sensitivity, and institutional accountability, finally paving the way for reform. Adopting a descriptive case study approach, this research traces the movement’s trajectory by examining major incidents, institutional responses, and policy interventions. It highlights the role of the Women in Cinema Collective (WCC), which amplified survivor voices and mobilized pressure for systemic change. The study also analyzes the Hema Committee and its report which documented entrenched exploitation and emphasized the urgency of gender-sensitive reforms. By situating #MeToo within Malayalam cinema this study demonstrates its influence in reshaping industry practices, strengthening accountability, and advancing dialogue on gender justice.
Copyright (c) 2026 ShodhVichar: Journal of Media and Mass Communication https://creativecommons.org/licenses/by/4.0
REVITALISING RURAL DEVELOPMENT: EVALUATING THE USE OF SOCIAL MEDIA COMMUNICATION IN STRENGTHENING SELF-HELP GROUPS IN WAYANAD DISTRICT
This research evaluates the use of social media communication in strengthening self-help groups (SHGs) and promoting rural development in Wayanad district of Kerala, India. Using a quantitative research design with a sample of 100 SHG members, the study examined three core dimensions: (1) how social media improves SHGs' organisational capacity, (2) its influence on member involvement in rural development activities, and (3) its role in enhancing the durability and scalability of rural development initiatives. Findings reveal that social media communication — with WhatsApp as the dominant platform — significantly improves communication channels, coordination, knowledge dissemination, and member engagement. The study identifies key challenges including connectivity limitations, lack of digital literacy, and restricted device access. Policy recommendations include digital literacy training, improved internet infrastructure, and device provisioning to maximise the benefits of social media for rural empowerment.
Copyright (c) 2026 Dr. Jobin Joy (Author) https://creativecommons.org/licenses/by/4.0
Generational Understanding of Digital Detoxification: A study about the ‘Compelling Consumption patterns’ of Digital Content and its implication among the Digital Natives and Digital Migrants
This study examines how different age groups view digital detoxification, with a particular emphasis on digital natives and migrants. People are struggling with the possible effects of technology on their social well-being, productivity, and mental health as it gets more and more ingrained in daily life. In-depth interviews with participants from two different age groups—digital migrants, who embraced digital tools later in life, and digital natives, who grew up with technology are used in this study to investigate the reasons behind, experiences with, and results of digital detoxification. Each group's distinct disconnecting factors coping strategies during the detox, and opinions on the difficulties or successes of cutting back on screen time are all included in the interviews. In-depth interview methodology was employed in this study. According to preliminary research, digital natives frequently seek digital detoxification for mental clarity and personal balance since they feel constantly connected and under pressure from social media. On the other hand, physical signs like eye strain or a desire to re-engage with offline events may prompt digital migrants to begin detoxing. Furthermore, older individuals worry about the impact of their decreased availability on their careers, whereas younger participants report higher levels of social worries, such as FOMO, during detox. The study shows subtle intergenerational differences in coping mechanisms and digital reliance, indicating that whereas digital migrants frequently take unplanned breaks, digital natives are more likely to use structured detoxification techniques. The research's findings advance our knowledge of digital well-being and have implications for developing age-appropriate interventions that encourage better intergenerational relationships with technology.
Copyright (c) 2026 S. Augustin Jesuvadian, Dr. Gnana D. Hans, V. Venkatesh (Author) https://creativecommons.org/licenses/by/4.0
THE ROLE OF THE MEDIA IN DISSEMINATING INFORMATION ABOUT GOVERNMENT SCHEMES FOR THE MARGINALIZED SECTIONS (PERSONS WITH DISABILITIES) OF CHHATTISGARH
The objective of this research paper is to study the role of the media in disseminating information about government schemes designed for marginalized groups, such as persons with disabilities, in the state of Chhattisgarh. Specifically, this research analyzes the role of regional news channels—News 24 and IBC 24. The study is based on data collected from 400 respondents in Raipur district (comprising 200 persons with disabilities and 200 individuals from the general public/senior citizens) using a structured questionnaire. Additionally, secondary data obtained from the Chhattisgarh Government's Administrative Report (2023–24) was utilized. The study reveals that the media has made significant contributions regarding information about schemes, awareness of rights, social acceptance, and economic empowerment. The regular reporting, special programs, and on-the-ground coverage by News 24 and IBC 24 have expanded the reach of these schemes to both rural and urban areas. In conclusion, the media can be established as an effective and essential medium in the process of empowering persons with disabilities.
Copyright (c) 2026 Satyapal Singh Rajput, Santosh Kumar (Author) https://creativecommons.org/licenses/by/4.0
ANIMATED NARRATIVES AS THERAPEUTIC COMMUNICATION: A SEMIOTIC AND BIBLIOTHERAPEUTIC ANALYSIS OF FAMILY DYNAMICS
This paper investigates the application of animated films as a therapeutic medium of communication, figuratively communicating family dialogue, emotional conflict and healing through semiotic and bibliotherapeutic paradigms. By incorporating Communication Accommodation Theory (CAT), Family Communication Patterns Theory (FCP) and Bibliotherapy as the methodology, the study takes an interdisciplinary perspective to address emotional and communicative features of three animated movies: Finding Nemo (2003), Inside Out (2015) and Spirited Away (2001). The analysis of visual and verbal semiotic codes was conducted by means of qualitative content analysis so as to identify the meanings of constructing and resolving family communication and showcasing emotions. According to the findings, there is emotional change through adaptive communication and symbolic narrative in the movies. Overprotective-empathetic change in Finding Nemo is a kind of communicative deviating and then convergence to a communicative convergence as a healing process of relationships occurring in the form of trust. Inside Out explains the emotional fusion in the self, which the reconciliation of Joy and Sadness represents emotional literacy and balance. The adaptive communication in Spirited Away provides freedom of choice and also builds an identity, represented by name and space. The analysis of the FCP Theory implies that the higher the level of conversation orientation and the lower the level of conformity, the higher the empathy and relational openness. The Reading Therapy school of thought emphasizes the curative role of such stories, which include the viewers in identification, catharsis and discernment, hence turning animation into a tool of emotional self-exploration. In general, the research paper adopts the conclusion that the animated stories are a type of visual reading therapy in which symbolic communication and telling of stories can be used to build empathy, resilience and mental development. The paper that consists of communication theory, semiotics and narrative therapy contributes to the understanding of animation as a form of art and a way of therapy that allows people to feel better and feel empathy with other cultures.
Copyright (c) 2026 P.V. Kanishkaa, K. Karpaga Sundaram b (Author) https://creativecommons.org/licenses/by/4.0
DIGITAL MEDIA INCLUSION AND GENDER INEQUALITY AMONG WOMEN WITH VISUAL IMPAIRMENTS IN CHENNAI, TAMIL NADU
Women with visual impairments are often viewed as vulnerable rather than empowered individuals. Society frequently perceives women with disabilities as helpless and dependent. Limited access to communication, education, employment opportunities, independent living arrangements, and personal relationships, along with experiences of victimization and abuse, influence how the public perceives them. Among adults aged 18 years and above, women account for a higher proportion of disability, with 19.2% compared to 12% among men, representing nearly one in five women. Women with disabilities experience systematic marginalization and face attitudinal and environmental barriers that contribute to lower economic and social status. Visual impairment includes all degrees of vision loss, injury, harm, and low vision that limit an individual’s ability to perform everyday activities independently. Digital Media platforms provide opportunities for interaction, access to information, education, healthcare services, and personal expression. These digital platforms help individuals with visual impairments overcome communication barriers and participate more actively in society. Smartphone and networking sites can therefore play a positive role in improving lifestyle, increasing awareness, and fostering empowerment among women with visual impairments. This study focuses on how social media bridges the information gap and contributes to the empowerment of visually impaired women.
Copyright (c) 2026 Shridevi Viswanathan, Dr. S. Anurekha (Author) https://creativecommons.org/licenses/by/4.0
INTEGRATING COMMUNICATION CHANNELS TO EDUCATE WASTE LITERACY: THE KILVELUR MODEL - A CASE STUDY
Waste management is a significant global issue resulting from rapid population growth, unchecked consumption patterns, urbanization, and inadequate community participation. The waste management process involves segregation, collection, transportation, responsible disposal, and recycling. Cities with adequate disposal mechanisms and well-planned systems are less susceptible to ineffective waste management. Public participation and government efforts in addressing this issue remain important. Integrating communication channels to inform and educate about waste literacy is essential. This study aims to understand solid waste management initiatives implemented in Kilvelur (Urban Local Body) and the integration of communication channels in addressing waste literacy. The study aims to address the following questions: What solid waste management initiatives has the Kilvelur small urban local body adopted? What are the communication channels used to inform and educate about waste literacy? What are the challenges and gaps in the implementation of waste literacy initiatives at the urban local level? The study employed in-depth interviews with officials and the public from the Kilvelur local administration as the primary qualitative data collection method to explore waste management initiatives and the use and integration of communication channels in promoting waste literacy. Respondents were selected through purposive sampling, as they are directly involved in the design and implementation of waste management initiatives in Kilvelur. The study found that continuous information sharing on waste management significantly increased public responsibility. Effective source segregation is made possible through consistent field visits, rewards, and appreciation. The Kilvelur model shows that proper planning and effective implementation are possible by integrating all communication channels.
Copyright (c) 2026 Iswarya K, Dr G Balasubramania Raja (Author) https://creativecommons.org/licenses/by/4.0
INTERGENERATIONAL DIFFERENCES IN DECODING ENCODED MEANING IN MALAYALAM SOCIAL MEDIA VISUALS: A VISUAL COMMUNICATION STUDY
Social media visuals have become an important part of communication in today’s digital world. Memes, reels, troll images, posters, and short videos are widely used to express humour, emotions, opinions, and social messages. However, people from different generations often interpret these visuals differently depending on their age, media exposure, cultural understanding, and familiarity with internet culture. This study examines how Gen Z, Millennials, and Pre-Millennials decode Malayalam social media visuals. The research is based on Stuart Hall’s Encoding and Decoding Theory along with concepts of visual semiotics, dual coding theory, and cognitive load theory. A quantitative survey method was used for the study, and data were collected from 105 respondents through image-based questionnaires using both online and offline methods. The findings reveal that younger audiences are more familiar with meme culture, symbolic meanings, and internet humour, while older generations often focus on direct or literal meanings. The study highlights the role of digital exposure and social media participation in understanding visual communication. It also explains how visual interpretation changes across generations in the Malayalam digital media environment.
Copyright (c) 2026 Meghna Mohan K, Dr Harikrishnan D (Author) https://creativecommons.org/licenses/by/4.0
ROLE OF AI CHATBOTS IN PROMOTING HEALTH AWARENESS AND BEHAVIOURAL CHANGE. EVIDENCE FROM GLOBAL STUDIES WITH IMPLICATIONS FOR RURAL INDIA
Chronic diseases are a growing global issue post-Coronavirus pandemic, and there is an urgent need for broader, cost-effective health interventions to help people with diagnosis and access to medical care Gabarrón et al., (2020). AI chatbots are proving to be powerful instruments that promote health and educate patients via human-like interactions Galdames (2023). The significance of AI chatbots in disseminating information on how to lead healthy lifestyles and change behaviour is explored in this paper. Recent findings from a meta-analysis of the scientific literature suggest that the use of AI chatbots has the potential to encourage individuals to exercise more, eat right, and adopt good sleep practices Singh et al., (2023). Several research studies have been undertaken in developing regions such as Africa and South Asia, and artificial intelligence chatbots are widely used to raise health awareness in such poor conditions. There are similarities between these contexts and rural India. According to the literature review, the role of chatbots in effective healthcare largely depends on their adaptation, trust, and integration into the community health system. Although there have been successful cases, there remains a lack of empirical data on the effectiveness of chatbots in rural India. This research analysed previous studies, assessing the usefulness and usability of conversational agents, finding that they provide a supportive environment for discussing health-related issues, but that more rigorous randomised controlled trials are needed to establish causality. It also discusses the usefulness of AI Chatbots in the Indian healthcare scenario.
Copyright (c) 2026 Dr Anusuah R (Author) https://creativecommons.org/licenses/by/4.0
VIRTUAL VS. REAL: THE CONSEQUENCES OF COMPARING SPOUSE TO ONLINE FRIENDS
The study explores the influence of Facebook on marital dynamics, focusing on online interaction, social comparison, and relational satisfaction. The study draws on Social Comparison theory and Attachment theory to examine how the curated nature of social media, especially Facebook, alters perceptions of intimacy and fosters interpersonal conflict between spouses. A qualitative methodological framework was employed, utilising purposive sampling to recruit 20 married participants (aged 25–37) from diverse socio-economic backgrounds. Data were collected via a sequential process of structured questionnaires and semi-structured in-depth interviews, subsequently analysed through thematic analysis. The findings reveal that participants frequently engage in upward social comparison, evaluating their marriages against idealised representations of peers, which correlates significantly with relational discontent and jealousy, often triggered by ambiguous online interactions, and serves as a primary catalyst for Online Partner Surveillance and hyper-vigilant monitoring. The study also identifies distinct gendered patterns: male participants often frame platform restrictions as security measures. In contrast, female participants report frustration regarding their spouses' lack of relationship visibility or "single" self-presentation. These results contribute to a nuanced understanding of how sociocultural norms and digital behaviours converge to reshape contemporary marital maintenance.
Copyright (c) 2026 Dr. Anusuah. R (Author) https://creativecommons.org/licenses/by/4.0
THE HONEYMOON PERIOD IS OVER: A DISCOURSE ANALYTICAL STUDY OF THE GFA PRESIDENT’S MEETING WITH THE GHANA BLACK STARS
The speech of a leader is of great importance during challenging times. Therefore, beyond mere words, the effectiveness of a leader’s address creates good grounds to inspire. This study conducts a discourse analysis of the speech delivered by the President of the Ghana Football Association (GFA) during a meeting with the Ghana Black Stars team. By employing a content analysis approach, the study identifies six essential communicative functions: constructing a shared identity as Ghanaians, invoking the spirit of patriotism, expressing disappointment, making reference to history, issuing a call to serve, and instilling confidence and hope. The findings have implications for understanding discourse and leadership rhetoric, concluding with a recommendation for future research.
Copyright (c) 2026 Gideon Dickson Agbanyo (Author) https://creativecommons.org/licenses/by/4.0
RECONFIGURING CINEMATIC FORM: A NEOFORMALIST STUDY OF NARRATIVE ARCHITECTURE IN OTHTHA SERUPPU SIZE 7
This study takes up a neoformalist analysis of Oththa Seruppu Size 7, written, directed, and performed by R. Parthiban, to address a significant lacuna in Tamil cinema scholarship. While existing studies of Tamil film have mainly focused on star systems, populist narrative structures, and socio-political representation, there is a critical lack of sustained formal analysis of minimalist cinematic experiments within the film industry. Oththa Seruppu Size 7, as a single-visible-character film unfolding almost entirely within a confined interrogation space, presents a radical reconfiguration of traditional Tamil narrative grammar. With the neoformalist framework proposed by David Bordwell’s theory of narrative construction and stylistic systems, this study analyses how the film generates and carries narrative tension through restricted narration, spatial unity, acousmatic sound design, and performance. Particular attention is paid to the formal function of off-screen space, the structural use of voice without visible source, and the transformation of performance into the main narrative engine. Rather than approaching the film through sociological or ideological interpretation, this analysis foregrounds how meaning is generated out of the organisation of cinematic form itself. By placing Oththa Seruppu Size 7 within both Tamil cinematic traditions and global minimalist single-character cinema, the study asserts that the film represents a significant formal experimentation that questions dominant commercial conventions. Ultimately, this research contributes to Tamil film studies, as it analyses the neo formalistic aspects of the film in examining contemporary regional cinema and also by establishing a framework for studying minimalist narrative architecture film practice in India.
Copyright (c) 2026 Shivani K. V., Dr. P. Panbuselvan, Rahul S. (Author) https://creativecommons.org/licenses/by/4.0
WOMEN’S HISTORIES BEYOND REFORM: LITERATURE, CINEMA AND NARRATIVE SURVIVAL IN SHYAM SINGHA ROY (2021)
Shyam Singha Roy (2021), directed by Rahul Sankrityan, explores the endurance of women's histories in temporalities against the historical delicacy and temporary interventions of reformism. Structurally constructed around two remarkable periods of time, the film sets out a past marked by ethical writing and social critique where women's suffering is made visible in the context of religious authority and ritualised patriarchy in which the tributes of devotion and artistic performance serve as mechanisms of constraint. Literature formulates this vulnerability and lists the injustice. However, Literature is vulnerable to erasure through violence and discontinuity not only on the written text but also to the creator in history. In the contemporary time, the cinema does not begin reform again but resumes unfinished histories, through visual remembering, replicating repetition and embodied performance. Through layered telling, embedded short films, song lyrics and mirrored identities, the film builds a Mise-en-abyme treatment along with meaning created retrospectively. By interpreting reincarnation as logic, not fantasy, but retro-narrative logic, this paper argues that Shyam Singha Roy displaces women's agency from institutional change to narrative persistence by placing Literature and cinema as narrative custodians and a continuum of cultural memory, as one vessel of cultural continuity after another.
Copyright (c) 2026 Dr. P. Panbuselvan, Rahul S (Author) https://creativecommons.org/licenses/by/4.0
THE ECHOES AND INVERSIONS: NARRATIVE MIRRORING AND SEMIOTIC INVERSION IN SAPTA SAGARADAACHE ELLO (SIDE A AND B)
The Proposed study analyses both films Sapta Sagaradaache Ello (Side A, Side B, 2023), directed by Hemanth M. Rao, examining them as one semiotic system rather than a sequel. Through film semiotics, narrative theory and spatial symbolism, the Analysis of how the construction of meaning is created across both films is determined. This study will utilise qualitative content analysis through close readings of selected scenes, visual motifs that recur throughout the films, and the use of domestic settings to demonstrate how the signs on Side A that represent aspiration and emotional expansiveness are systematically reversed on Side B through small and confining physical environments, degrading places. The findings indicate that the two-part structure of film is not only an extension of narrative but serves as an initial structural condition required to create meanings where the desires established by Side A are retrospectively reframed as Side B by way of temporal destruction, repetitions and negations. As the objects that recur in both films gain additional layers of semiotic meaning, they serve as containers of emotional surplus across both films. The climactic parallelisms of the two films restrict achieving integrative narrative closure, favouring incompleteness and consequence rather than resolution. This research contributes to the field of contemporary Indian cinema through an examination of how the use of multi-part narratives can function as relational semiotic systems that communicate complex emotional realities through their formal structural compositions, rather than by way of written expository dialogue.
Copyright (c) 2026 Angela Rani J., Dr. P. Panbuselvan, Rahul S (Author) https://creativecommons.org/licenses/by/4.0
VALUE-BASED JOURNALISM IN WARTIME SITUATIONS
Wartime situations represent highly sensitive and challenging periods for any nation. During such times, the role of journalism extends beyond merely disseminating information; it also contributes significantly to shaping public opinion, fostering social cohesion, safeguarding democratic values, and promoting peace. In the contemporary digital era, the rapid dissemination of information, the growing influence of social media, and the emergence of artificial intelligence–generated content have created new challenges for journalism. Consequently, maintaining a balance between nationalism, national security, confidentiality, and public interest during wartime has become an increasingly complex task for media professionals. In this context, value-based journalism operates by placing core principles such as truth, objectivity, accountability, humanity, and ethical responsibility at the canter of journalistic practice. During times of crisis, value-oriented journalism can serve as an effective response to the prevailing crisis of values and ideological polarization in society. This research paper examines the necessity of value-based journalism in wartime situations, the challenges it encounters, and its broader social responsibilities.
Copyright (c) 2026 Dr. Anita Janjani (Author) https://creativecommons.org/licenses/by/4.0
DIGITAL TECHNOLOGY FUELING DREAMS OF RURAL DIGITAL IMMIGRANTS - A CASE STUDY OF WOMEN FROM FARMER PRODUCING ORGANIZATIONS IN WESTERN MAHARASHTRA
Digital immigrants as defined by Mark Prensky (Prensky, 2001) are the individuals who were born before 1980, in an era before technology became omnipresent. These individuals may differ in their comfort levels to use and adapt to technology, and are categorised on the basis of their ability to handle digital tools. This generation grew up in an era before computers, internet or smartphone and related applications. In contrast to the digital natives who were born in the digital era, the digital immigrants learnt about usage of digital tools later in their lives. The wonders and possibilities of fulfilling dreams through a digitally immersed world are ceaseless. This research paper presents the partial findings of a case study which attempts to investigate the usage of digital tools by rural women, hence, the rural digital immigrants who were mostly posed with challenges of gender divide, access, patriarchal norms, and geographical barriers. It explores how the members of Farmer Producing Organizations have become adept users of the digital tools and overcome several barriers and succeeded in their lives. The study adopted qualitative approach and a case study method. This study presents findings from in-depth interviews and focus group discussions of the members of farmer producing organizations. Digital tools have played a crucial role in uplifting them and giving them dreams and the means to fulfil those dreams.
Copyright (c) 2026 Shilpa Hattiangadi, Prof. Dr. Radheshyam Jadhav (Author) https://creativecommons.org/licenses/by/4.0
ASSOCIATION BETWEEN GAMING HABITS AND DIGITAL WELLNESS AMONG YOUTH IN KOCHIA
The quick growth of mobile phones in the 2010s increased screen time among adolescents and young adults (18–25), giving rise to the idea of Internet Gaming Disorder (IGD). Although this study finds the association between gaming habits and digital wellness among youth in Kochi, by applying a mixed-methods approach. Thus, a structured survey was directed to 384 college students and working individuals, supported by in-depth interviews with three practicing psychologists. Findings reveal a statistically significant moderate positive correlation (r = 0.549, p < .001) between problematic gaming habits and poorer digital wellness. On the contrary, individuals stated mobile-based gaming (76.6%), with peak usage in the evening (41.4%) and late night (34.4%). Whereas experts highlight that extreme online gaming — particularly late- night sessions — disturbs sleep cycles, affects cognitive functioning, and reduces real-world social involvement. The study concludes that balanced digital habits, parental guidance, and institutional awareness programs are essential to safeguarding the well-being of youth in rapidly urbanizing digital environments.
Copyright (c) 2026 Sara Treasa Manaly, Dr. Lakshmy Ravindran (Author) https://creativecommons.org/licenses/by/4.0
MECHANISMS SHAPING THE DIGITAL RIGHTS AND DATA PRIVACY AMONG KERALA YOUTH
Since social networking has become an essential part of everyone's life, people have been increasingly wondering if teenagers have fully understood their rights online and their private data. The study investigates the level of digital rights and data privacy awareness, observed behavior in the sharing of information online, and the social and structural determinants of their understanding among the Kerala Youth. For the study, a quantitative descriptive design was employed, and data were collected through a questionnaire distributed among 201 youth users spread across all 14 districts of Kerala through convenience and snowball sampling. Frequency and percentage analysis were used for data analysis. The Privacy Paradox, Surveillance Capitalism, Privacy Calculus Model, Communication Privacy Management Theory, and Contextual Integrity were considered. Results indicated an obvious difference between actual privacy knowledge and perceived privacy awareness. Respondents had general knowledge of digital rights but were aware only of rudimentary legal matters, such as the Digital Personal Data Protection (DPDP) Act. Common unsafe behaviors observed were not reading the terms and conditions, granting unnecessary permissions to applications and continuing to use applications even when aware of potential risks. The influence of peers and the design of the social networking platform influenced the digital behaviors to a greater extent and education had very little impact. The study concluded that digital rights among the Kerala youth have a more theoretical knowledge rather than an application based knowledge and there is a greater need to inculcate advanced digital rights knowledge among them by means of, not only to raise public consciousness and encourage interaction on data protection rights but also the need to create user friendly consent mechanisms.
Copyright (c) 2026 Dr. S. Dinesh Babu, Shebin Philip John (Author) https://creativecommons.org/licenses/by/4.0
BEYOND THE TREND: UNDERSTANDING MIMICRY CULTURE AMONG YOUNG SOCIAL MEDIA USERS IN KERALA
Instagram and YouTube are becoming integral parts of cultural interactions of youth in Kerala, since many of them have smart phones and possess a lot of knowledge about the internet. The research work is entitled as “Beyond the Trend: Understanding Mimicry Culture Among Young Users in Kerala”. The study aims to find out how trend-based online activities called mimicry culture impact the behavior, creativity, identity development, and psychological state of the young generation aged from 18 to 28. The methodological approach applied by this study was a mixed one that used both quantitative and qualitative data collection techniques. Quantitative data was collected from 384 respondents using a structured questionnaire distributed on social media platforms. Qualitative information was gathered through interviewing three clinical psychologists. Pearson correlation analysis revealed that there is a statistically significant moderate positive relationship (r = 0.571, p < .001) between the impact of social media and participation in imitation activities. Descriptive statistics indicated that the average score related to the impact of social media (M = 3.742) and mimicry practices (M = 3.661), was relatively high among young participants who used social media activities Additionally, the findings further reveal that 87.8% of participants agree that involvement in trends can enhance the awareness and reach of their online content, while over 80% agree that original content receives less attention than posts based on current trends. From the perspective of the psychologists the behavior of mimicry is driven by various reasons, including the desire to be socially accepted, Fear of Missing Out (FOMO), and the reinforcement mechanisms created by the algorithms of social platform. Participation in these trends might foster social connectivity and online appreciation, over-reliance on imitation can have adverse consequences such as stifling creativity, causing stress, and preventing authentic self-expression among young people.
Copyright (c) 2026 Anaina B., Dr. Lakshmi Ravindran (Author) https://creativecommons.org/licenses/by/4.0
PASSIVE SCROLLING AND MENTAL WELL-BEING: UNDERSTANDING ALGORITHMIC INFLUENCE ON YOUTH
This study investigates how social media algorithms affect the digital well-being, emotions, and daily routines of youth in Kerala. As platforms like Instagram and YouTube transition to algorithm-driven models, young users are increasingly exposed to curated content that shapes their self-perception and psychological states. Using a quantitative survey of 200 participants aged 18 to 25, the research identifies a strong correlation between passive scrolling and negative emotional outcomes, including anxiety, mental exhaustion, and Fear of Missing Out (FOMO). The findings suggest that while users are often aware of algorithmic curation, they remain trapped in "addictive loops" and "echo chambers" due to the ease of passive consumption.
Copyright (c) 2026 Rameesha Phasal, Dr. Renjith R (Author) https://creativecommons.org/licenses/by/4.0
A STUDY ON THE INFLUENCE OF DIGITAL APPLICATIONS ON THE PURCHASE DECISIONS OF URBAN WOMEN
Urban societies have seen a major change in consumer purchasing Behaviour due to the quick development of smartphones, mobile internet and digital commerce platforms. Urban women have been treated as one of the most active consumers of digital shopping applications among various consumer groups because of their busy lifestyles, growing financial independence, and increased technological knowledge. This study looks at how metropolitan women between the ages of 18 and 45 make purchases in relation to digital shopping applications. The research mainly looks at how social influence, customized suggestions, ease of use, trust and security, app usability, and marketing strategies affects buying habits on the internet. The study uses Google Forms to distribute a structured online survey as part of quantitative method. From urban women who actively use digital shopping apps, 250 valid replies were collected. To understand consumer Behaviour in digital environments, the study includes ideas from the Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB), Social Influence Theory, Trust Theory, and Consumer Decision-Making Theory. Convenience, ease of navigation, home delivery services, customized recommendations, discounts, and platform trust are found to have an important effect on purchasing decisions. Additionally, the study suggests that influencer marketing, online communication, and social media reviews have an important effect on customers who value goods and services. Even older consumers prioritize on safety, security, and trust, younger women are willing to make impulsive and emotional purchases. The study results in the conclusion that in order to keep female consumers in a competitive online market, digital shopping apps need to set a high priority on customized user experiences, safe transactions, and effective communication methods in along with ease of usage.
Copyright (c) 2026 Adithya Sibal, Dr. S. Dinesh Babu (Author) https://creativecommons.org/licenses/by/4.0
DIGITAL ENGAGAGEMENT, SOCIAL CONNECTEDNESS, AND ONLINE VULNERABLITIES AMONG OLDER ADULTS IN KERALA: A MEDIA USE STUDY IN THE AGE OF ARTIFICIAL INTELIGENCE
The constant and increasing intrusion of digital communication technologies and artificial intelligence in the lives of older adults has made a paradigm shift in their communication patterns. Older adults that are labelled as 'digitally excluded' earlier are now avid consumers and users of various digital devices and applications like smart phones, social networking sites, digital payment modes and AI-powered applications that facilitate social connectivity, information access and daily life tasks. In a state like Kerala where digital literacy rates and consciousness is quite high, the older adults are fast emerging as active consumers in the digital communication sphere. At the same time, their involvement in the digital world has also opened up a gamut of vulnerabilities like misinformation, cyber fraud, lack of privacy, emotional addiction, lack of confidence and knowledge about technology. This research is a study to investigate the relationship between digital engagement and social connectivity, and the online vulnerability of older adults in Kerala in the era of AI-powered communication systems. The study is quantitative research design where structured questionnaires were distributed among elderly individuals aged 55 and above in different districts of Kerala with reference to the use of digital media, communication channels preferred and awareness about artificial intelligence technologies, emotional connectedness and online vulnerability among elderly people. The results indicate that smartphones, WhatsApp, YouTube and other social media platforms are used significantly by the older adults for communication and virtual social interaction, and it strengthens their emotional ties and alleviates the loneliness of those living apart from their kith and kin. On the other hand, the elderly feel concerned about fake news, online fraud, privacy concerns and AI generated false information because of their low digital literacy, awareness and knowledge about online security practices. The conclusion drawn emphasizes on digital literacy, cyber safety education and the design of inclusive technology that make their experience in the digital space safer and more meaningful. It adds to the existing research on ageing, media, digital communication and artificial intelligence in the present-day context.
Copyright (c) 2026 Sandra Prakash A, Dr. Renjith R (Author) https://creativecommons.org/licenses/by/4.0
PUBLIC PERCEPTION OF SELF-CENSORSHIP IN MALAYALAM NEWS MEDIA
The growth of digital journalism has significantly transformed Malayalam news media in Kerala by increasing public access to information and audience engagement. At the same time, digital media has created new political, economic, and institutional pressures that affect journalistic freedom and editorial independence. This study examines public perception of self-censorship in Malayalam news media and explores how audiences view the influence of political pressure, corporate interests, legal risks, and digital media practices on journalism. It also analyses the relationship between perceived self-censorship and public trust in media organizations. The study used a qualitative and exploratory approach supported by survey analysis. Data was collected from 171 respondents across different districts of Kerala through questionnaires, along with secondary sources such as books, journal articles, and media studies. The findings show that a majority of respondents believe self-censorship exists in Malayalam news media, mainly due to political pressure, advertiser influence, selective reporting, and avoidance of controversial topics. Television news channels were perceived as the most self-censoring media platforms. The study concludes that self-censorship is a structural issue shaped by political, economic, technological, and psychological factors, highlighting the need for stronger editorial independence, transparency, and ethical journalism practices to maintain public trust.
Copyright (c) 2026 Adhithyan O, Dr. S. Dinesh Babu (Author) https://creativecommons.org/licenses/by/4.0
INFLUENCE OF GENERATIVE AI TOOLS ON THE CREATIVE THINKING PROCESS OF DESIGN STUDENTS IN KERALA
Through a mixed-methods research design, this study evaluates the impact of Generative Artificial Intelligence (GenAI) on the creative thinking processes of design students from Kerala. A structured questionnaire was administered to 184 design students aged 18 to 25 in Kerala, as well as semi-structured interviews and one focus group. The quantitative aspects of the results were evaluated using descriptive statistics while qualitative aspects were addressed using thematic analysis. Results indicate that 92.9% of design students participating in this study have actively used GenAI tools in their design work, and that 78.4% primarily use GenAI in the ideation/concept development stages of the design process. While 86.6% agreed that GenAI improves the efficiency of the design workflow, there were 65.5% of respondents who expressed concern that GenAI tools will reduce their ability to think creatively and independent of computers. This research fills an important gap in the area of research on AI-supported creativity, particularly as it relates to design education within South Asia, and offers key implications related to pedagogy, the curriculum in AI literacy, and the appropriate use of generative technologies in the creative learning environment.
Copyright (c) 2026 Sreya B, Dr. Harikrishnan D. (Author) https://creativecommons.org/licenses/by/4.0
A STUDY ON PUBLIC ENGAGEMENT AND CULTURAL IMPACT OF THE KOCHI-MUZIRIS BIENNALE
The Kochi-Mzuri’s Biennale (KMB) is one of India’s most significant contemporary art exhibitions, integrating art, heritage, and public participation. This study compares the 2023 and 2025 editions of the Biennale to examine differences in public engagement and cultural impact. A mixed-method research design was employed, combining primary data from a Google Forms survey administered to 100 respondents with secondary data from journal articles, reports, and institutional publications. The findings indicate that respondents perceived the 2025 edition as more engaging, accessible, and socially relevant than the 2023 edition. Improvements were particularly noted in thematic clarity, audience interaction, and educational value. The study concludes that the Kochi-Mzuri’s Biennale plays a vital role in promoting cultural awareness, tourism, community participation, and creative dialogue in Kerala and beyond.
Copyright (c) 2026 P. S. Malavika, Dr. Hari Krishnan D. (Author) https://creativecommons.org/licenses/by/4.0
THEATRICAL VIEWING VS. DIGITAL ALTERNATIVES: A COMPARATIVE STUDY OF CINEMA-GOING PATTERNS AUDIENCE PREFERENCES CONSUMPTION HABITS AND FILM VIEWER EXPERIENCE IN KERALA
The relationship between audience and cinema in Kerala is undergoing its most consequential transformation in the medium's history. What was once a singular, communal social ritual anchored in the physical space of the film theatre has fragmented into a layered landscape of competing platforms, each offering a different version of the same piece of cinema at a different price. This study examines that fragmentation, mapping the specific economic, experiential, and psychological factors that shape how the 18 to 40 demographic in Kerala decides where and how to watch a film. The research is structured around four primary objectives: evaluating the role of technical fidelity in theatrical satisfaction; determining the economic thresholds governing cinema attendance; investigating whether service deficits in legal platforms are a stronger driver of piracy than financial cost; and examining the moral perception of unauthorized content consumption among digital natives. Data was collected through a structured quantitative survey administered to 143 respondents across Kerala, with responses drawn from urban, semi-urban, and rural localities spanning eleven of the state's fourteen districts. The findings challenge several assumptions that dominate industry discourse. Technical quality emerges as the primary anchor of theatrical satisfaction, with 67.9% of respondents rating it as important or critical. Yet 84.6% simultaneously report dissatisfaction with the premium infrastructure in their immediate area, revealing a state of latent underservice. The study identifies a hard psychological price ceiling at Rs. 300, beyond which willingness to pay collapses to just 5.6% of the sample. Most significantly, financial cost accounts for only 15.4% of stated piracy motivations, while service failures account for 67.2%, establishing a four-to-one ratio between service failure and economic necessity as piracy drivers. The study concludes that piracy in Kerala is not a pricing problem but a legitimacy problem rooted in the industry's own structural failures.
Copyright (c) 2026 Neeraj V. R, Dr. Renjith R (Author) https://creativecommons.org/licenses/by/4.0
A STUDY ON BOLLYWOOD’S REPRESENTATION OF KERALA: ANALYZING MALAYALI AUDIENCE PERCEPTIONS
This study examines how Bollywood represents Kerala and how Malayali audiences perceive these portrayals. Bollywood films often show Kerala through repeated visuals such as backwaters, coconut trees, Kathakali, festivals, and exaggerated accents. The research problem focuses on whether these portrayals are viewed as authentic or stereotypical by Malayali audiences. The objectives of the study are to understand audience perceptions, identify common stereotypes, and examine the impact of these portrayals on cultural identity. A quantitative research method was used for the study. Data was collected through a structured questionnaire using Google Forms from 90 Malayali respondents who had watched selected Bollywood films featuring Kerala. The collected data was analyzed using descriptive statistics and other basic analytical methods. The findings show that most respondents feel Bollywood often misrepresents Kerala’s culture, language, and lifestyle through stereotypes. Many participants also believed these portrayals influence outsider perceptions of Kerala. The study concludes that Bollywood should focus on more accurate and culturally respectful representations of Kerala.
Copyright (c) 2026 Gayathry S. Nair, Dr. Harikrishnan D. (Author) https://creativecommons.org/licenses/by/4.0
SOCIAL MEDIA AS A CATALYST FOR SOCIAL WELFARE: ENHANCING SNEHITHA INITIATIVE VISIBILITY IN WAYANAD, KERALA
The SNEHITHA initiative, a core part of Kerala’s Kudumbashree Mission, serves as a vital gender help desk for women and children facing distress. In districts like Wayanad, SNEHITHA provides a lifeline, offering everything from crisis counselling and legal aid to emergency short-stay shelters. While these services are essential for tackling domestic violence and human trafficking, their impact depends entirely on whether the community knows they exist. Our study examines how social media has changed this dynamic in Wayanad. For women in rural and semi-urban areas, digital platforms are more than just communication tools; they are breaking down long-standing social stigmas and geographical hurdles. The researchers found that social media significantly boosted SNEHITHA’s visibility. More importantly, it led to higher engagement and gave more women the confidence to step forward and seek help. These findings show that digital outreach is no longer optional for gender justice. By fostering direct community participation, these tools align local welfare efforts with India’s broader Vision 2047 for inclusive development. Ultimately, this research demonstrates how a smart digital strategy can turn a silent policy into a lived reality for the women who need it most.
Copyright (c) 2026 ShodhVichar: Journal of Media and Mass Communication