Wednesday, 24 December 2014


Following from Dr. Sunder Rajdeep: 

Research Material for the Dissertations :


Media and Entertainment | 19-12-2014 

The time Australians spent watching TV on conventional in-home TV sets rose by more than an hour per month year-on-year, according to the latest Australian Multi-Screen Report, which covers the third quarter of calendar 2014.
Despite household take-up of Internet-connected devices reaching a new high; TV screens still rule the roost with Aussies watching an average of 96 hours and 58 minutes (96:58) per month of broadcast television (including free-to-air and subscription channels) on their in-home TV sets – up 1 hour and 7 minutes (1:07) per month versus a year ago.
Most (91.6%) in-home TV viewing in Q3 2014 was live – that is, viewed at the time the broadcast actually went to air. 8.4% was watched in playback, meaning viewers recorded the material using a device such as a PVR or DVR and played it back through their TV sets within seven days of original broadcast time. Both live viewing and playback viewing rose year-on-year: by 9 minutes, and 58 minutes, per month, respectively.
OzTAM CEO Doug Peiffer said: “For all the changes and new options viewers have, television is still the centrepiece. Live TV viewing is level year-on-year, playback is up by nearly an hour, and people are spending more time with their television sets overall, because TVs are more versatile than ever. On top of their TV viewing time, Australians increasingly use their televisions to play games, watch DVDs or Internet-delivered video, browse the Internet, or playback TV content they’ve recorded beyond seven days from original broadcast. Such activities underscore the strength of TV and reinforce its position as the household main screen.”
Nielsen’s Senior Vice President, Cross Platform Audience Measurement, Erica Boyd said: “As people increase their overall time consuming content across screens, marketers have more opportunities to seamlessly connect with people in a way that is respectful of their time, relevant and interesting.”

Snapshot of TV viewing and technology penetration in Australian homes

  • Australians watch on average 96 hours and 58 minutes (96:58) of broadcast TV on traditional television sets per month – up 1:07 per month year-on-year (YOY). 
  • 91.6% of all broadcast TV viewing is live, with playback of broadcast content that viewers record and play back through their TV sets within seven days accounting for 8.4% (8:08 per month, up 58 minutes/month year-on-year).
  • Household Internet penetration is stable at 80% and Australians spend on average 37:44 per month online. 
  • 29% of homes have Internet-capable TVs, whether connected or not (Q3 2013: 22%).
  • 45% of homes have tablets (37% in Q3 2013) and across the online population aged 16+, people claim to spend an average 1:47 per month using tablets to watch any online video – which can include both broadcast television and non-broadcast material.
  • 74% of Australians aged 16+ own a smartphone (67% in Q3 2013) and self-report an average 1:56 per month viewing any video on these devices.
  • 13.377 million Australians watch some video on the Internet each month (including broadcast TV and non-broadcast content): an average of 7:30per month.

Home is where the Wi-Fi is: Special study on homes with internet-connected mobile devices

To understand how internet-connected mobile device users (tablet and smartphone users in particular) use and share those devices with other household members, a special study was conducted in September, 2014.
The findings of this special study of people living in mobile internet-connected device households are consistent with research presented in earlier editions of the Australian Multi-Screen Report.
While audiences increasingly watch video content on mobile screens, such viewing is not the primary activity for which people use their Internet-connected mobile devices. Moreover, younger people are more likely to view any video on tablets and smartphones than are older age groups.
  • Smartphones are the most common Internet-connected mobile devices in study participants’ homes (91%), followed by tablets (60%), iPods (22%) and Kindles/e-readers (20%).
  • Larger households, and those with kids and teens, are more likely to have a greater number of internet-connected mobile devices.
  • Tablets are more likely to be shared than smartphones: across all study participants, 54% share their tablets versus 38% for smartphones.
  • People in larger households are more likely to share tablets and smartphones with other household members – particularly those homes with children under age 18.
  • The top activities among people aged 14+ are similar across tablets and smartphones: email; accessing search engines; social networking; getting news and information; accessing maps or navigation information; and video/entertainment.
  • Accessing TV networks’ catch-up TV websites and apps is more common on tablets than on smartphones – both via websites and apps.
About The Australian Multi-Screen ReportThe Australian Multi-Screen Report, released quarterly, is the first and only national research into trends in video viewing in Australian homes across television, computers and mobile devices. It combines data from the three best available research sources: the OzTAM and Regional TAM television ratings panels and Nielsen’s national NetView panel, Consumer & Media View database and Australian Connected Consumers Report.

National Seminar in Gwalior on Role of Media in Nation Building

Following from Aditya Kumar Shukla/Dhruv Sabharwal:

We have an opportunity to offer our cordial invitation to National Seminar on 
ROLE OF MEDIA IN NATION BUILDING”, organized by Amity School of Communication, Amity University Madhya Pradesh, Gwalior.
Seminar Date:                                     March 27, 2015
Venue:                                                 Amity School of Communication, Amity University Madhya Pradesh, Gwalior
Abstract Due date:                              January 15, 2015
Acceptance Information:                   January 25, 2015
Full Paper Submission:                    February 20, 2015
Note: The papers will be published in the proceeding in the form of book with ISBN number.
Delegate Registration Fees:
Academia/Industry Faculty Member:                  Rs. 1000/per person
Research Scholar/Students:                 Rs. 500/per person
Last Date of Registration:                     March 10, 2015
With 20% late Fees:                              March 25, 2015
With 50% late Fees:                              March 27, 2015 (On Spot Registration)
Note: Accommodation will be provided on the basis of requirement after submitting the payment for the same.
We solicit your active participation in this seminar with your research paper on the theme/sub-theme of the seminar. We also request you to recommend all interested faculties/researchers/students from all the departments of your institution to participate and submit research papers on the theme/sub-theme of the Seminar.

With regards,
Aditya Kumar Shukla/Dhruv Sabharwal
Assistant Professor; Seminar Conveners
Amity School of Communication, AUMP, Gwalior
Contact: +917693943094, +919410625969, +919179478832

Friday, 19 December 2014

Gandhi Fellowship: full time residential fellowship

Following from Dr. Sundar Rajdeep, HoD, DoCJ, University of Mumbai:


I am writing to you on behalf of Gandhi Fellowship, a full time residential fellowship. It is a 2 year leadership program designed for the inspired and inventive youth of India. It provides youth a first-hand experience of social change and develops leadership skills in the process. We at Gandhi Fellowship are training youth to become future nation builders to solve the pressing problems we face today.

We have begun our requirement drive for the batch of 2015–2017. The fellowship is conceptualized in a manner where a fellow goes through an outer as well as an inner journey of change.


The fellow works with 5 Government Schools and their local communities, 5 Headmasters, 50 Teachers and 500 Children bringing about sustainable and visible enhancement in both the systems of school and quality in learning it delivers.


The deeper change is however something that happens within them. The program is designed for young people to systematically build the competencies of a LEADER. The fellowship provides a context and support for practical, grassroots experiential learning which deepens their understanding of existing systems; challenge their own abilities to find solutions and bring forth their own rigor and perseverance and leading change.

Gandhi Fellowship is a programme for those who are prepared to go on a journey of inner and outer transformation. A programme designed to unearth and mould from among the dreamers and doers in the youth - the nation builders of the future. A platform where the best young minds, deal with the problems of the times that are worth solving. The Fellowship challenges fellows over the course of a two year residential program to work with primary school headmasters to transform their schools. In the process, Fellows discover what they want to do with their own lives and how to go about converting their ideas into reality.

During the 2 years of the Fellowship, the fellows will be assigned 5 schools each. The fellows have to bring about a significant transformation in these schools. The 2 years are divided into four semesters. The program starts with an induction and immersion into the school and village context. And with each semester, the fellows get deeper into the challenges of the school and resolve them successfully. These 2 years have been interspersed with daily peer reviews, expert reviews, personal reflection workshops, field visits to social organizations, vipassana meditation retreats, reflective reading etc., which help the fellows evolve and develop critical leadership skills.

Financial Support: The fellows will receive a stipend of Rs. 14, 000 per month throughout their 2-years and they must cover their basic living costs with their stipend. The fellows are given a mobile allowance of Rs 600 every month, shared motor bikes, desktop/tablet/laptop, cost of water and electricity charges, rent and services of the cook are also borne by the organization.

We would also request you to kindly identify the students who would be interested in this presentation with a special focus on the final year students. The first years are most welcome to attend the talk as it would also consist a section concept of being our 'fellowship ambassador'.

For further details kindly visit the link-

We would request you to identify a slot for the purpose of a presentation and recruitment of the fellowship for students from your college. Kindly help us with a slot for a presentation with your students after their semester examination. Looking forward to your cooperation and support.

Warm Regards,

Prerna Aneja
Marketing & Recruitment
Gandhi Fellowship
Ph: +91 9820001127

Thursday, 18 December 2014

Assistant Project Coordinator and Research Associate required

Following from Ashwini Kamble:

Advertisement for Two (2) Posts (Temporary)

Project on CAPACITY BUILDING ON BIOSAFETY, as part of the initiative of the Ministry
of Environment and Forests (Govt. of India) and IIMC in accelerating and promoting
awareness on issues like Biosafety and Risk Assessment. The project entails building
capacities of the Media on Biosafety Issues and producing and broadcasting programmes and
quiz shows on Bio-safety for Community Radio stations in selected regions of the country.
The Department requires the following staff on contract for a period of 9 months for the

1) Assistant Project Coordinator (1 Post)
2) Research Associate (1 Post)

Details regarding the job description, education and experience are given below. Interested
candidate may send their updated CV to by 21.12.2014.
Shortlisted candidates will be informed about the venue, date and time of the

1. ASSISTANT PROJECT COORDINATOR: Eligibility and Qualification
A) Educational Qualification:
1) Masters’ Degree in Environmental Science or any other Science
Discipline/Communication/Mass Communication or Social Sciences (Psychology,
Sociology) or a relevant post-graduate degree.
2) M. Phil / Ph. D in the relevant area (as indicated above) from a UGC recognized University
/National-level Institution.
B) Work Experience:

Candidates with Masters’ Degree:
A minimum of Four (4) years’ full-time Research/Work experience in Development
/Science Communication/Media and Environment Studies/Sector or Media Organisation/
Media/Communication Organization.
Candidates with M. Phil/Ph. D:
A minimum of Three / Two years’ Full-Time Research/Work experience respectively in
Development /Science Communication, / Media and Environment Studies/Sector/or Media
Organisation/Communication Organization.
C) Skill-Sets Required:
 Comprehensive and up to date knowledge of research within the subject
(Environment/Development Communication) related area.
 Evidence of use of Qualitative and Quantitative Research Methods & Tools.
 Computer proficiency with high level of familiarity with commonly used packages like MS
Word, Excel, and Power Point etc.
 Excellent oral and written communication and presentation skills
 Analytical and Interpersonal Communication Skills
D) Application procedure
 Candidates must send their published papers/articles in established Journals/Articles/Web
Blogs links along with the application as specimen of their research/ analytical writing
 The CV should mention the Educational Qualification and Work Experience in the order of
the most recent first and the earliest record details later.E) TA/DA: No TA/DA shall be admissible for interview, for joining the assignment or on its
F) Salary: Total emoluments for the post would be a maximum of Rs. 30,000/- per month or
commensurate with qualifications
Note: Persons with requite qualification and experience in the Environment/Biosafety/
Biodiversity Communication will be given preference.
2. RESEARCH ASSOCIATE: Eligibility and Qualification
A) Educational Qualification:
Masters’ Degree in Environmental Science or any other Science
Discipline/Communication/Mass Communication or Social Sciences (Psychology,
Sociology) or a relevant post-graduate degree.
A minimum of Two (2) years’ full-time Research/Work experience in Development
/Science Communication/Media and Environment Studies/Sector or Media Organisation/
Media/Communication Organization.
Pursuing M. Phil / Ph. D in the relevant area (as indicated above) from a UGC recognized
University /National-level Institution.

B) Skill-Sets:
 Comprehensive and up to date knowledge of research within the subject
(Environment/Development Communication) related area.
 Evidence of use of Qualitative and Quantitative Research Methods & Tools.
 Computer proficiency with high level of familiarity with commonly used packages like MS
Word, Excel, and Power Point etc.
 Excellent oral and written communication and presentation skills

C) Application procedure: The CV should mention the Educational Qualification and Work
Experience in the order of the most recent first and the earliest record and subsequent details
D) TA/DA: No TA/DA shall be admissible for interview, for joining the assignment or on its
E) Salary: Total emoluments for the post would be a maximum of Rs. 25,000/- per month or
commensurate with qualifications
Note: Persons with requite qualification and experience in the Environment/Biosafety/
Biodiversity Communication will be given preference.
Shortlisted candidates will be informed about the venue, date and time of the


Sunday, 14 December 2014

AMIC 24th INTERNATIONAL CONFERENCE: Second call for papers

:Following from Mr. Ramon R. Tuazon

in partnership with the
American University in Dubai (AUD)
Dubai, United Arab Emirates
10-13 June 2015


Please be reminded that the deadline for submission of abstracts for the 2015 AMIC Conference in Dubai is on 05 January 2015. Notification of acceptance is on 05 February 2015.

The theme of the conference is Communicating in an e-Asia: Values, Technologies, and Challenges.


Abstracts should be submitted via email to Indicate your proposed conference stream in the subject line of your email. Please choose from the following:

·         Communication and society
·         Cultural impact of ICTs
·         Social media and society
·         Youth and the Internet
·         e-Learning, trends and possibilities
·         Media and a free press
·         Communication and marginalized communities
·         ICTs and development
·         The ‘knowledge society’
·         Future of communication technologies
·         Remote/island societies and new technologies
·         Media and gender
·         Society and new media
·         Education and new technologies

·         Development communication and social change
·         Broadcasting: past and present
·         Freedom of expression in transition societies
·         Media history
·         Communication theory and ethics
·         Environment, climate and communication
·         Print media: past and present
·         Socio-political development and media
·         Cross-cultural influences and developments
·         Policy and communication
·         Media empowerment

The email should also include the following:
·         Paper title
·         Author name, designation, and institution
·         Short biography of author (100 words)
·         Paper abstract (500 words)

Papers accepted for presentation at the cancelled 2014 AMIC Conference in Thailand still qualify for presentation. Authors should confirm their intent to present on or before 05 January 2015.

For more information, please visit the AMIC website, You may also contact the following:

Mr. Ramon R. Tuazon
Acting Secretary General

Ms. Ivy D. Alcantara
Office Manager

Saturday, 13 December 2014

Media Watch: January 2015 Abstracts

Following from Deepak Ranjan Jena
Managing Editor, Media Watch

DOI: 10.15655/mw/2015/v6i1/55401
Beware the Monstrous Algorithms!
They are Omnipresent in the Growing Media Space

Dr Sony Jalarajan Raj
Editor-in-Chief, Media Watch
St. Thomas University, Miami, USA

Majority of the mass media in the present day world, which now appear through the World Wide Web is counted and calculated through algorithms. You are under the invisible surveillance of these programs, which traces your behavior and nomenclature of media consumption and day today uses. You are intelligently studied and monitored for a global market database. What are algorithms? How are they going to change your interactions in a mediated world?
Algorithms are becoming omnipresent in the digitally enhanced online and mobile media. The explosive expansion of the new media catalyzed the growth and development of the algorithm culture in the news desks. They have already started the gate keeping and ‘preferred highlighting’ of news and information. One need not be a computer programmer to understand and use algorithms. It is simple and straight in keying and providing the preferred words and images to the already programmed and purchased package. It does the work like a robot with artificial intelligence in placing, highlighting, positioning, promoting and even killing out or blackening of the news, information, data or images one want in one’s news media webpage or personal blogs. In short it acts as a cruel editor who is mechanical devoid of any human emotions.

DOI: 10.15655/mw/2015/v6i1/55371
Sharing Fear via Facebook: A Lesson in Political Public Relations

Jan Boehmer1 & Michael B. Friedman2
1University of Miami, Florida, USA
2University of Tennessee at Chattanooga, USA

Our study compared the use of fear messages on Facebook by Barack Obama and Mitt Romney during the 2012 U.S. presidential elections. Results show that written fear messages embedded in photographs posted on Facebook by both candidates affected the degree to which those photographs were shared. More specifically, photographs containing written fear messages were shared more often than photographs not containing written fear messages. Furthermore, while the challenging candidate, Mitt Romney, used more photographs containing fear messages, the increase in shares was consistent across candidates. Implications regarding information distribution within communities, public relations practitioners specializing in political campaigning and society as a whole are discussed.

DOI: 10.15655/mw/2015/v6i1/55376
Fake News? A Survey on Video News Releases and their Implications on Journalistic Ethics, Independence and Credibility of Broadcast News

Chandra Clark & Shuhua Zhou
University of Alabama, USA

The traditional lines between journalism and public relations are now intertwined and public relations practitioners have an influential role on the content consumers see every day in newspapers and on news broadcasts. This survey looked at video news releases and their implications about journalists’ ethics, integrity, independence and credibility. 533 participants from three different populations (average viewers, communication college students, and journalists) responded to a 54-question survey that employed two predictors (i) level of experience and (ii) years of journalism experience. The results indicated that average viewers found the use of video news releases (VNRs) more unethical than journalists and communication students, although experienced journalists believed VNR use is having an impact on journalistic independence in news. Implications are discussed.

DOI: 10.15655/mw/2015/v6i1/55381
Perception of Government Public Relations Practice by the People in Sabah: A Public Opinion Survey

Mohd Hamdan bin Adnan
University Malaysia Sabah, Malaysia

This survey focuses on how the people in Sabah perceived Malaysia’s governmental public relations practice and their perception of the government based upon it. It includes how the different types of mass media and its content that they expose themselves to have influence their image of the nation administration as well as its policies and implementations. Also included are how their own experience with the various government agencies has impacted their views with regard to those authorities specifically and the government generally. Method used for this public opinion survey is the random sampling technique. Respondents selected were 600 people based on four categories. All of them were located in and around Kota Kinabalu and chosen randomly. For the interview a structured questionnaire was prepared and pilot tested on 40 respondents with ten from each category. This survey finding further revealed that the media the public chose and exposed themselves to, do impact their perception of the government and its public relations, positively or negatively, depending on its content. However, the survey found that the impact was rather moderate with about half of the respondents declaring positively and the remainder not so positive and a few negatively.

DOI: 10.15655/mw/2015/v6i1/55387
Advertising and Ethnicities: A Comparative Study of Sri Lanka and Northeast India

Darshana Liyanage
University of Ruhuna, Sri Lanka

Ethnicity has become a key interest of advertisers in diverse societies. Contrary to the popular argument that ethnic identities are threatened by the intensified influence of media and consumer culture, they have become the core sites of representation and reproduction of ethnic identities. It is arguable that in today’s (mass) mediated societies there are no ways of imagining ethnicities without the media’s influence and impact on them.  Advertising1, no longer a mere commercial activity, is an important component of popular culture and hence plays a crucial part in the social and cultural life of our times. Sri Lanka2 has long been a country of communal unrest, which culminated in a civil war. Northeast India is a region where a number of conflicting identities are in a constant battle of production and reproduction. The ways the ethnic identities are represented in advertisements in these two societies are worthy of studying in this context. When ad-makers segment a market for a particular brand, they mostly rely on ethnic identities. As a result, advertisements too become a site of reproduction of ethnic identities. This paper is intended to identify and analyze the ways of representations of ethnic identities in advertisements in Northeast India3 and Sri Lanka by a comparative reading of a sample of print and electronic advertisements.   

DOI: 10.15655/mw/2015/v6i1/55389
Community-Based Media in Promoting Identity and Culture: A Case Study in Eastern Thailand

Griffith University, Australia

This paper analyses the role of community-based media in information distribution in the Riverside community, a cultural tourism destination in Chanthaburi, Eastern Thailand. It has started to produce its own media, and to use social networks to promote itself to the nation. Exploring the role of community media produced by locals will reinforce the idea that community media have provided much more effective communication channels for local people in a community environment. By using ethnographic action research as a methodology, this research gains strength through a rich understanding of the community by following an ongoing research cycle of planning, doing, observing and reflecting. Moreover, this study reflects the idea of ‘hyperlocal’ media. With approximately one hundred households on which to focus, it is much easier for ‘hyperlocal’ to reach local people by providing local news, covering local politics and engaging people in the affairs relevant to their area.

DOI: 10.15655/mw/2015/v6i1/55390
Social Media Challenges and Adoption Patterns among Public Relations Practitioners

Radhe Krishan
Vivekananda Institute of Professional Studies, New Delhi, India

Social media has altered the design of modern society. It has changed the way people lived and worked. Though no profession or industry is left untouched by the communication revolution stirred by social media, yet communication professionals bore maximum impact. This paper analyzed the usage and perception of public relation (PR) professionals regarding the use of social media, particularly, Facebook, Twitter and YouTube.  The primary research questions, this paper attempted to find answers for, are: (i) Did social media transformed the modus operandi of PR practitioners?; (ii) Do PR practitioners rely on one social media tool/platform over the other?; and (iii) To find out whether social media is an aid or a burden for a PR practitioner? By attempting to answer these three questions the paper explored fresh aspects of social media with regards to public relations. For the purpose of the study a survey was conducted among PR practitioners based in Delhi and working with prominent multinational companies or PR agencies.

DOI: 10.15655/mw/2015/v6i1/55391
Branding Unity: Impact of Advertisements
on Patriotism, Unity and Communal Harmony

Jyoti Raghavan
Kamala Nehru College, University of Delhi, India

Patriotism and national unity have become favorite brand positioning propositions for advertisers in India. The paper explores the reasons behind the popularity of these patriotic themes that also embrace notions of nationhood, communal harmony and national unity in commercials and public service advertisements. While these patriotic themes used to be the exclusive domain of the government media in the country, they are being taken up in a big way by private business houses in their public communication endeavors. The research study has examined six frequently telecast advertisements on Indian television networks centered upon the theme of national pride, communal harmony and national unity. While tracing the historical context of these advertisements, the paper also attempts to study their impact upon the public. The primary research for the study comprised interviews with respondents to explore the impact of these advertisements upon the public. The findings of the study show that positioning brands on the themes of national pride, unity and patriotism succeed in establishing a strong emotional connect in public minds leading to brand recall.

DOI: 10.15655/mw/2015/v6i1/55393
Communication through Advocacy Advertising for Public Health Promotion

Mahendra Kumar Padhy
Babasaheb Bhimrao Ambedkar University, India

This research work is an investigation into the reception of anti-smoking advertisements that make use of “fear appeals”. The objective of the research is to bring audience perceptions, interpretations and making sense processes of such advertising campaigns to the limelight. Instead of measuring effects or effectiveness of anti-smoking messages using shocking images, this project has at its basis the assumption of an active audience that interprets, makes sense and decodes media texts in various ways. Research methods used in this study are qualitative by nature.  Research findings show that the prospective audience champion the use of anti-smoking advertisements and see the use of fear appeals as a one-way road to drawing the audience’s attention, they nevertheless perceive these communication efforts in a highly individualized manner, resisting to advertising techniques of persuasion and showing signs of desensitization towards fear appeals. Findings show that advocacy advertising using fear appeals are always decoded within the wider media context and the identity of smokers themselves often nourished by media representations of smoking, which plays an  role in the way the audience gives different interpretations and relates to these messages.
DOI: 10.15655/mw/2015/v6i1/55397
Digital Access and Inequality among Primary School Children in Rural Coimbatore

Sudha Venkataswamy
Amrita Vishwa Vidyapeetham, India

This paper examines the dynamics of access and exclusion in children’s Internet use, in both private and public school spaces and interrogates the role of socioeconomic and demographic predictors as well as the schooling system in shaping Internet habits. More specifically, it explores the nature of Internet use by primary school children, mainly for education and information and attempts to understand the differences across and within two types of schools- a rural public school and an elite private school. Through in-depth interviews, this research investigates the level of computer and Internet literacy among the primary school children in the age group of 8-10 years and reports the differences observed among the various social dimensions. It attempts to stress the significance and need in today’s context to provide the opportunities for physical and material access so that disadvantaged children are not excluded from the digital opportunities.

DOI: 10.15655/mw/2015/v6i1/55438
Social Media and the Arab Spring

M. Rabindranath & Sujay Kapil
Central University of Himachal Pradesh, India

This paper discusses the effect of social media on the occurrence of ‘Arab Spring’. In the Arab world no country could claim to be truly democratic and most were autocratic coupled with desertification (68.4 per cent of the total land area), phenomenal rise in population and scarcity of water. Moreover, about 60 per cent of the population is under 25 years and this group belonging to lower- middle class with high education, self- constructed status, wider world views and global dreams forced them to raise their voice and change the autocratic set up. But, in the absence of effective social media since the year 2000 made it possible to raise their voice unitedly through Facebook, twitter and blogs culminating to the ouster of Hosne Mubarak in Egypt. The ‘top to down’ approach adopted by the Western social scientists, thus proved wrong and ‘bottom to top’ approach through social media brought the dramatic changes in Arab nations.

DOI: 10.15655/mw/2015/v6i1/55398
Constructing a Comprehensive Coverage Criterion of Indian States and Union Territories News

Umesh Arya
Guru Jambheshwar University of Science & Technology, India

The study posits a twelve pronged formulation of indices to measure the over coverage and under coverage of the Indian states and union territories by newspapers on socio-economic, demographical and political aspects. Union territories (UT), mainly Delhi and Chandigarh were unjustifiably favoured on all twelve counts which clearly points out media’s biased leanings to cater to the regional aspirations and preference to the power center. Northern states were most favourably covered and the coverage reduced with increasing distance of the state from the power center i.e., the capital of India whereas north eastern states suffered severe coverage blackout. Quantitative and spatial indices were developed to see news coverage in a new perspective.

DOI: 10.15655/mw/2015/v6i1/55399
Public relations: Scope and Challenges in Digital Era
Manish Verma
National Institute of Fashion Technology, Kangra, India
With the emergence of new media in 21st century communication industry has been revolutionized. Although digital or social media provides an advantage to reach the audience in minimum time but it is critical to draft a right message for this medium. Digital media has indeed changed the way of communication for public relation practitioners around the world. Now information is disseminated much quicker through the internet and mobile phones. In this digital era, it is imperative that public relation would need to adapt to technological advancement happening around the world and utilize this advancement as tools to effectively reach its audiences and achieve the communication objectives. To achieve public relation, it has become important for a PR practitioner to adapt to these new changes. The new technologies and methods of communication have made public relations a much more versatile and effective tool. New communication technologies allow inventive ways to accomplish a public relation campaign to build stronger association and trust between businesses and target consumers.

For more information about Media Watch, please logon to the journal website: or contact the Managing Editor: +91-94395 37641