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Digital Landscape in the Empowerment of Women: A Systematic Literature Review and Future Agenda
Abstract This research focuses on determining women's empowerment in the digital age by examining the key factors that support it through digital media. It focuses on three main areas: 'digital acceptance,' which means the willingness to adopt digital technologies; 'digital adaptation,' the use of these technologies in daily life; and 'gender digital mediation,' how gender affects these processes in larger social and cultural contexts. The study also suggests futuristic studies to address theoretical gaps and promote the creation of inclusive digital policy frameworks. The study adopted the PRISMA methodology. Here, a sum total of 47 articles were selected from the time frame of 2020-2025 and analysed through thematic analysis. This methodology provides a comprehensive, structured analysis of empowering women through digital media. The findings suggest a profound impact of digital media platforms on women's empowerment. Women using such platforms feel financially, economically and socially empowered by digital media. The findings have a far-reaching impact of various challenges and harassment of using this media. Although empowered women face cybercrime, digital harassment and other socio-cultural barriers while using digital media. Despite this, women are willing to use digital media for self-improvement and empowerment. This study shows an extensive picture of the presence of digital media in the lives of women. By synthesizing the study, we elucidate how digital participation fosters autonomy and self reliance. This research provides direction for future researchers and academic practitioners seeking digitally equitable inclusion. References Abima, B., Engotoit, B., Kituyi, G. M., Kyeyune, R., & Koyola, M. (2021). Relevant local content, social influence, digital literacy, and attitude toward the use of digital technologies by women in Uganda. Gender, Technology and Development, 25(1), 87– 111. https://doi.org/10.1080/09718524.2020.1830337 Agyemang, E. F., & Bokpin, G. A. (2025a). Women economic empowerment through digitalization: analyzing social networks, risk and time preferences. International Journal of Economic Policy Studies, 19(1), 209–230. https://doi.org/10.1007/S42495- 024-00148-W/FIGURES/5 Agyemang, E. F., & Bokpin, G. A. (2025b). Women economic empowerment through digitalization: analyzing social networks, risk and time preferences. International Journal of Economic Policy Studies, 19(1), 209–230. https://doi.org/10.1007/S42495- 024-00148-W/FIGURES/5 Akhila, K. P., & John, J. (2024). Deliberate Democracy and the Metoo Movement: Examining the Impact Of Social Media Feminist Discourses in India. The Routledge International Handbook of Feminisms in Social Work, 513–525. https://doi.org/10.4324/9781003317371-51/DELIBERATE-DEMOCRACYMETOO- MOVEMENT-AKHILA-JILLY-JOHN Blanco-Gonzalez-Tejero, C., & Cano-Marin, E. (2023). Empowerment of women’s entrepreneurship in family business through Twitter. Journal of Family Business Management, 13(3), 607–625. https://doi.org/10.1108/JFBM-04-2022-0050 Bühler, C., & Pelka, B. (2014). Empowerment by Digital Media of People with Disabilities. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 8547 LNCS(PART 1), 17–24. https://doi.org/10.1007/978-3-319-08596-8_4 Caldeira, S. P., De Ridder, S., & Van Bauwel, S. (2020). Between the Mundane and the Political: Women’s Self-Representations on Instagram. Social Media and Society, 6(3). https://doi.org/10.1177/2056305120940802 Camacho-Miñano, M. J., & Gray, S. (2021). Pedagogies of perfection in the postfeminist digital age: young women’s negotiations of health and fitness on social media. Journal of Gender Studies, 30(6), 725–736. https://doi.org/10.1080/09589236.2021.1937083 Chaker, H., & Zouaoui, S. (2023). Meeting the Challenge of Entrepreneurship with Social Media: The Case of Tunisian Women Entrepreneurs. Journal of Entrepreneurship and Innovation in Emerging Economies, 9(1), 33–61. https://doi.org/10.1177/23939575221138439 Chakraborty, U., & Biswal, S. K. (2023). Impact of social media participation on female entrepreneurs towards their digital entrepreneurship intention and psychological empowerment. Journal of Research in Marketing and Entrepreneurship, 25(3), 374–392. https://doi.org/10.1108/JRME-03-2021-0028 Chatterjee, S., Dutta Gupta, S., & Upadhyay, P. (2020). Technology adoption and entrepreneurial orientation for rural women: Evidence from India. Technological Forecasting and Social Change, 160, 120236. https://doi.org/10.1016/J.TECHFORE.2020.120236 Cornwall, A. (2016). Women’s Empowerment: What Works? Journal of International Development, 28(3), 342–359. https://doi.org/10.1002/jid.3210 Dewi, A. S. (2020). Investigating the Impact of Instagram on Women Entrepreneurs’ Empowerment. https://doi.org/10.2991/ASSEHR.K.200728.013 Ditta-Apichai, M., Gretzel, U., & Kattiyapornpong, U. (2024). Platform empowerment: Facebook’s role in facilitating female micro-entrepreneurship in tourism. Journal of Sustainable Tourism, 32(3), 540–559. https://doi.org/10.1080/09669582.2023.2215479 Duan, X. (2020). “The Big Women”: A textual analysis of Chinese viewers’ perception toward femvertising vlogs. Global Media and China, 5(3), 228–246. https://doi.org/10.1177/2059436420934194 Ghaffari, S. (2022). Discourses of celebrities on Instagram: digital femininity, selfrepresentation and hate speech. Critical Discourse Studies, 19(2), 161–178. https://doi.org/10.1080/17405904.2020.1839923 Grabe, S. (2012). An Empirical Examination of Women’s Empowerment and Transformative Change in the Context of International Development. American Journal of Community Psychology, 49(1–2), 233–245. https://doi.org/10.1007/s10464-011-9453-y Heizmann, H., & Liu, H. (2022). “Bloody Wonder Woman!”: Identity performances of elite women entrepreneurs on Instagram. Human Relations, 75(3), 411–440. https://doi.org/10.1177/0018726720979034 Hsieh, Y. J., & Wu, Y. J. (2019). Entrepreneurship through the platform strategy in the digital era: Insights and research opportunities. Computers in Human Behavior, 95, 315–323. https://doi.org/10.1016/j.chb.2018.03.033 Hurley, Z. (2021). #reimagining Arab Women’s Social Media Empowerment and the Postdigital Condition. Social Media + Society, 7(2). https://doi.org/10.1177/20563051211010169 Jitendra Khaire, R. (2011). LITERATURE REVIEW OF THE WOMEN ENTREPRENURES AND STATUTORY POLICIES. International Journal of Multidisciplinary Research, 1. www.zenithresearch.org.in Kamberidou, I. (2020). “Distinguished” women entrepreneurs in the digital economy and the multitasking whirlpool. Journal of Innovation and Entrepreneurship, 9(1). https://doi.org/10.1186/S13731-020-0114-Y Karyotaki, M., Bakola, L., Drigas, A., & Skianis, C. (2022). Women’s Leadership via Digital Technology and Entrepreneurship in business and society. Technium Social Sciences Journal, 28, 246–252. https://doi.org/10.47577/TSSJ.V28I1.5907 Khan, I. M., Sahadev, S., Rashid, T., & Banerjee, S. (2022). Social media and empowerment in hospitality and tourism decision-making: A study among UK Muslim women. International Journal of Hospitality Management, 101, 103125. https://doi.org/10.1016/J.IJHM.2021.103125
Women empowerment, digital media, digital mediation, social media, digital adaptation, digital empowerment
Role of Physical Wellness and Portrayal of Sports in Films: A Study
Abstract The focus areas include enhancing overall wellness, developing adaptive decision-making skills, and addressing key life challenges such as relationship breakdowns, mental health improvement, and physical well-being. Secondary data for this study were collected from a variety of sources, including books, journals, articles, and other sources. This paper highlights the exploration of physical well-being and the role of sports in movies. We experience physical deformity and mental deformity in our day-to-day life. Lack of confidence, inappropriate physical activities, and a sedentary lifestyle lead to stress and other factors. The human body requires proper guidance of a trainer, nutrients, and emotional wellbeing. Association with like-minded people, shared laughter, clarity in our work, and a proper diet are essential requirements for a meaningful life. For this study, we selected a theoretical analysis of physical wellness and the poignant role of sports in movies. It focuses on the point that people in the present age have no time for physical activity and need an hour of stretchability of the body and interconnection with cognitive development. For this purpose, we focused on the theme of the Amma Nanna O Tamila Ammayi movie. Much of the resources were taken from online web sources, and we watched the movie multiple times from different perspectives for an in-depth analysis of the theme. References A.C. Bhaktivedanta Swami Prabhupada. Bhagavad-gita As It Is. Bhaktivedanta Book Trust, 48th edition, 2022. Andrew Watts et al. “Positive and Negative Themes Depicted in Combat-Related Sports Films.” Global Pediatric Health, 2019. Bijolaxmi Hota. Yoga and Diet for Weight Loss. Rupa Publications, 2019. Hansaji J. Yogendra. Yoga for All. Rupa Publications, 2018. P. Krishnamoorty. The Gains and Glories of the Gita. TTD Publications, 2001. Manoj Kumar & R. Bawthra. “Stress Management Strategies of Students.” Asian Journal of Science and Technology, 2020. Pavan Soni. Design Your Thinking. Penguin Random House India, 2020. Robin Sharma. The Greatness Guide. Jaico Impressions, 2011. Sadhguru. Inner Engineering: A Yogi’s Guide to Joy. Penguin Random House India, 2016. Sneha Jha. “Two Qualities Anand Mahindra Looks for in a Business Leader.” Economic Times, 2016. Swami Muktidananda. Relief of Tension, Depression & Anxiety through Spiritual Living. 2008. Taittiriyopanishad. Ramakrishna Math Publication, 2019. “The Empathy Code.” Reader’s Digest, 2017. Values: The Key to a Meaningful Life. Sri Ramakrishna Math, Chennai, 1996. Michael Beloved. Yoga Sutras of Patanjali, 2007.
Cognitive, Physical Wellness, Sports, Movies
Consumer Protection: Role of Food Forensics in Ensuring Food Safety
Abstract Nutritional food is very important for human survival. Today every person spends a lot of money purchasing food products, but due to the lack of quality in these food items our health is badly affected. The right to know about commodities before purchasing is a legal right of consumers, but due to misinformation about altered food items public health is affected. The Food Safety and Standards Authority of India (FSSAI) is entrusted with the responsibility of ensuring food safety and protecting the public health of consumers. The inadequate quality of food products sold in the market leads to serious illness and deaths of many people. Food forensics is a scientific branch that uses various analytical techniques to ensure the safety of food products. It plays a crucial role in determining food fraud and adulteration, helping to ensure food safety and consumer protection. Different analytical techniques of food forensics can be used to analyse food contamination. Thus, strategies using food forensic methods are very useful in the protection of public health. The research mainly aims to analyse the main food laws of India and their implementation to see how food safety is ensured in our country. Further, the judicial approach has been analysed through precedents to identify the challenges faced in protecting the right to quality food for consumers. This research results in exploring ways such as controlling corruption, employing food forensic techniques, effective implementation of food laws and many other ways so that food safety and consumer protection can be ensured. References Food and Agriculture Organization (FAO), The State of Food Security and Nutrition in the World. United Nations, Sustainable Development Goal 2: Zero Hunger Report. FAO Global Hunger Report. World Health Organization, Foodborne Disease Burden Epidemiology Reference Group Report. The Lancet, Global Burden of Disease Study on Dietary Risks. UNICEF, State of the World’s Children Report.
Food Laws, Consumer Protection, FSSAI, Food Adulteration, Food Forensics
The Role of Tangible Symbols in Enhancing Communication among Children with Multiple Disabilities an Integrative Review
Abstract Children with multiple disabilities have challenges in communication due to combined sensory, motor, and cognitive impairments that affect their ability to use traditional language or symbol systems. These challenges often result in limited participation in social and educational environments, leading to isolation and delayed development. Augmentative and Alternative Communication (AAC) systems are essential in addressing these barriers, providing accessible pathways for interaction and expression. Among AAC strategies, tangible symbols—three-dimensional or tactile representations of objects, people, or concepts—offer unique advantages for children with multiple disabilities. This integrative review synthesizes key research findings from 1989 to 2024, analyzing empirical and theoretical studies on tangible symbols and their impact on receptive, expressive, and social communication. The review explores their applications in diverse educational and clinical contexts, integration with AAC systems such as the Picture Exchange Communication System (PECS), and their role in literacy and cognitive development. Findings reveal that tangible symbols foster intentional communication, promote inclusion, and serve as a developmental bridge toward abstract language use. However, issues such as lack of standardized implementation, limited teacher training, and inconsistent follow-up restrict their widespread adoption. The review concludes that tangible symbols represent a practical, low-cost, and evidence-supported AAC tool that can significantly enhance communicative competence and independence among children with multiple disabilities when used systematically and collaboratively across settings. References Ali, E. (2009). The effectiveness of combining tangible symbols with the Picture Exchange Communication System to teach requesting skills to children with multiple disabilities including visual impairment. Journal of Visual Impairment & Blindness, 103(7), 425–435. Ali, E., MacFarland, S. Z., &Umbreit, J. (2011). Effectiveness of combining tangible symbols with the Picture Exchange Communication System to teach requesting skills to children with multiple disabilities including visual impairment. Journal of Developmental and Physical Disabilities, 23(4), 327–344. https://doi.org/10.1007/s10882-011-9243-4 Arthur-Kelly, M., Sigafoos, J., Green, V. A., Mathisen, B., & Arthur-Kelly, R. (2009). Issues in the use of visual supports to promote communication in individuals with autism spectrum disorder. Disability and Rehabilitation, 31(18), 1474–1486. Beukelman, D. R., &Mirenda, P. (2013). Augmentative and alternative communication: Supporting children and adults with complex communication needs (4th ed.). Paul H. Brookes. Bruce, S. M., Borders, C. (2015). Communication and language in learners who are deaf and hard of hearing with disabilities. American Annals of the Deaf, 160(4), 368–384. Bruce, S. M., Nelson, C., Pérez, A., Stutzman, B., & Barnhill, B. (2016). The state of research on communication and literacy in deafblindness. American Annals of the Deaf, 161(4), 424–443. Ivy, S. E., Robbins, A., & Kerr, M. G. (2020). The adapted Picture Exchange Communication System using tangible symbols for young learners with significant multiple disabilities. Augmentative and Alternative Communication, 36(2), 85–98. Lund, S. K., &Troha, J. M. (2023). Teaching young people who are blind and have autism to make requests using tactile symbols: A preliminary investigation. Journal of Autism and Developmental Disorders, 53(2), 497–509. Robbins, A. E. (2022). Preservice teachers’ beliefs and attitudes about teaching students with multiple disabilities to use tangible symbols. Journal of Special Education Preparation, 2(1), 1–16. Roche, L. K. (2013). Comparing tangible symbols, picture exchange, and direct selection responses in teaching requesting to children with autism spectrum disorder. Augmentative and Alternative Communication, 29(4), 349–360. Roche, L., Sigafoos, J., Lancioni, G. E., O’Reilly, M. F., Van der Meer, L., &Achmadi, D. (2023). Comparing tangible symbols, picture exchange, and direct selection responses for enabling access to preferred stimuli in children with developmental disabilities. Journal of Intellectual & Developmental Disability, 48(3), 250–263. Roche, L. K., Sigafoos, J., Lancioni, G. E., O’Reilly, M. F., Green, V. A., & Schlosser, R. W. (2014). Tangible symbols as an AAC option for individuals with developmental disabilities: A systematic review of intervention studies. Augmentative and Alternative Communication, 30(4), 319–333. Rowland, C., &Schweigert, P. (1989). Tangible symbols: Symbolic communication for individuals with multisensory impairments. Journal of the Association for Persons with Severe Handicaps, 14(3), 223–232. Rowland, C., &Schweigert, P. (2000). Tangible symbols, tangible outcomes: Enhancing communication and learning for individuals with severe disabilities. Augmentative and Alternative Communication, 16(2), 61–78. Sutter, C., &Demchak, M. (2023). Evaluating the system of least prompts to teach symbol use to children who are deafblind. Journal of Visual Impairment & Blindness, 117(1), 33–44. Trief, E., Bruce, S. M., &Cascella, P. W. (2013). A field study of a standardized tangible symbol system for learners who are visually impaired and have multiple disabilities. Journal of Visual Impairment & Blindness, 107(3), 243–257. Trief, E., Bruce, S. M., &Cascella, P. W. (2019). Selection of tangible symbols by educators of students with visual impairments and additional disabilities. Journal of Visual Impairment & Blindness, 113(8), 720–734. Whittemore, R., &Knafl, K. (2005). The integrative review: Updated methodology. Journal of Advanced Nursing, 52(5), 546–553.
Tangible symbols, multiple disabilities, augmentative and alternative communication, communication development, special education, inclusion, expressive language
Abstract “Theory” has been construed as a staple aspect of monitoring, making and comprehending of all forms of Art including Literature since classical times. Accordingly, Literary Theory rather Theory demands a closer examination so as to dispel fallacies / confusions, that might have been experienced by many a beginner in the realms of Literature, Literary Criticism and Theory, and thereby to comprehend its functionality. In the same breath, it is not surprising and unusual to find the study and pursuit of Theory being done more in a parroting and also in a fragmented manner, and in a similar vein more in an unconnected manner without comprehending its moulding and/or shaping of the making and reading of Literature as a form of art, all the while. Hence the present write-up attempts, in the first place, to interrogate the concept of theory and its role in the making and reading / analyzing / appreciating of Literature as an Art form. While being engaged in this seminal enquiry, the article attempts to differentiate between Literary Theory and Theory, and the consequent expansion of the stature of Literature as an offshoot and being part and parcel of a given Culture (which is the key-component of the matrix / combine of ‘socio-cultural and politico-economic and philosophical’) than merely as a presentation of Life in an imaginative and subjective way on the part of an author. Thus the present attempt, understandably being engaged in ‘de-familiarizing’ Theory, also attempts to verify the un-tenability of the recently put forward critical / theoretical phenomenon in the saga of Theory, known as, “post-theory,” which might have arisen, perhaps, more as an outrage against the ever-proliferating ‘theories’ that have emanated and / or emanating from European-American Academia. At the outset, before getting into an interrogative exploration of “Why Theory?” and its umbilical connection with Literature, it must be gladly conceded that “Theory” has provided the necessary rigor and vigour, and perhaps the necessary ‘technical-ambience,’ and complexity for the studies in Literature as a branch of Humanities. Further, the obvious potential of “Theory” has added to the sanctity of research studies in the domain of Literature on a par with other branches of Humanities and / or Social Sciences: “…theory was ticket to intellectual and academic legitimacy.” (Showalter, “Feminist Criticism in Wilderness”).¹ Set against this backdrop, the study of Theory and its functions and near-inevitability for the making and comprehending of Literature, more in a de-familiarizing manner is almost warranted. References Showalter, Elaine. “Feminist Criticism in the Wilderness.” In The New Feminist Criticism: Essays on Women, Literature and Theory. New York: Pantheon Books, 1985. Eagleton, Terry. Literary Theory: An Introduction. USA: Blackwell Publishers, 2003. Online Etymological Dictionary. “Theory.” 2000. Shelley, P.B. A Defense of Poetry. New York: Barnes and Noble, 2022. Aristotle. Poetics. Shakespeare, William. Hamlet. In Complete Works of William Shakespeare. New Delhi: Wordsworth Publishers, 1996.
Perception of Students on Use of AI Technologies in Educational Communication
Abstract The integration of Artificial Intelligence (AI) technologies in educational settings has transformed the way students learn, interact with content, and participate in the classroom. This research examines student perceptions of AI applications within learning environments, specifically looking at how these technologies influence their academic experiences, engagement levels, and attitudes toward technology-enhanced education. While AI offers the potential for personalized learning, automated feedback, and adaptive content delivery, understanding student acceptance and trust in AI is crucial for its effective implementation. The objectives of this study are to evaluate students' perceptions of the effectiveness and usefulness of AI technologies in enhancing their learning experiences. To analyse factors influencing student acceptance, trust, and comfort in using AI-driven educational tools and to identify key challenges and concerns students encounter with AI applications in education. The data for this study will be collected through quantitative research methods. Data will be collected through structured questionnaire from the samples. This research seeked to enrich the existing literature on AI in education by offering nuanced insights valuable to educators, policymakers, and developers who are striving to create AI tools that resonate with the unique needs and expectations of students. The ultimate goal is to maximize educational outcomes while nurturing a supportive and student-centered learning atmosphere that fosters engagement and academic success. This research will illuminate the path forward for harnessing AI technology to enhance educational experiences. References Ahmad, Almassaad., Hayat, Alajlan., Reem, Alebaikan. (2024). Student Perceptions of Generative Artificial Intelligence: Investigating Utilization, Benefits, and Challenges in Higher Education. Systems Ajda, Fošner. (2024). University Students’ Attitudes and Perceptions towards AI Tools: Implications for Sustainable Educational Practices. Sustainability. Baker, R. S., & Smith, J. (2019). The future of AI in education: How can we ensure it's fair? Educational Technology Research and Development. Buana, Dwii., Pius, John, Bassey. (2024). Embracing ai in education: indonesian university students' perspectives on opportunities and concerns. The American journal of social science and education innovations. Chen, X., et al. (2020). Personalized learning in the AI era: A review. Journal of Educational Technology. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008 Lam, Ky, Nhan. (2024). Exploring Students’ Perceptions of AI-Powered Assistants in Enhancing English Speaking Proficiency. International journal of innovative science and research technology. Luckin, R., Holmes, W., Griffiths, M., & Forcier, L. B. (2016). Intelligence unleashed: An argument for AI in education. UCL Institute of Education Press. Nenad, Djokić., Nikola, Milićević., Ines, Djokic. (2024). Intelligent Tutoring Systems and Distance Education – Students Perceptions. Proceedings of the World Conference on Education and Teaching. Rebecca, Marrone., Andrew, Zamecnik., Srécko, Joksimovíc., Jarrod, Johnson., Maarten, de, Laat. (2024). Understanding Student Perceptions of Artificial Intelligence as a Teammate. Technology, Knowledge, and Learning. Selwyn, N. (2019). Should robots replace teachers? AI and the future of education. Polity Press.
Artificial Intelligence, Student, Education, Perception, Learning, Communication
The Haunting Within: Memory, Motherhood, and Supernatural Belief in Hrishikesh Gupte’s Jarann (2025)
Abstract Hrishikesh Gupte’s Jarann (2025) redefines the aesthetics of Marathi horror by fusing psychological realism with supernatural belief. The film revolves around Radha, a woman haunted by memories of black magic and the emotional residue of her childhood trauma. When she returns with her daughter, Saie, to her ancestral home, Radha’s encounter with an old doll triggers visions that blur the boundaries between reality, superstition, and mental illness. The film examines motherhood, superstition, and moral fear as interconnected themes that reflect personal and collective anxieties. This study interprets Jarann as a philosophical work of psychological horror that employs fear as a tool for self-examination and self-discovery. Using Noël Carroll’s theory of cognitive horror, Barbara Creed’s psychoanalytic feminism, Xavier Aldana Reyes’s affect theory, and Avery Gordon’s sociology of haunting, this paper explores how Jarann transforms the notion of haunting from supernatural intrusion to ethical reflection. The film’s restrained style, sound design, and moral ambiguity align with the realist and reformist ethos of Marathi films. The findings suggest that Jarann represents a new direction in regional Indian horror, where fear becomes a metaphor for the conscience, memory, and the enduring power of belief. References Benshoff, H. M. (2015). Film and television analysis: An introduction to methods, theories, and approaches. Routledge. https://doi.org/10.4324/9780203129968 Blake, L. (2013). The wounds of nations: Horror cinema, historical trauma, and national identity. Manchester University Press. Bordwell, D., & Thompson, K. (2019). Film art: An introduction (12th ed.). McGraw Hill. Carroll, N. (1990). The philosophy of horror: Or, paradoxes of the heart. Routledge. https://doi.org/10.4324/9780203361894 Cloete, S. A. (2022). The cinematic witch: The development of the witch in popular horror films [Repository thesis/dissertation, North-West University]. NWU Repository. Creed, B. (1993). The monstrous-feminine: Film, feminism, psychoanalysis. Routledge. https://doi.org/10.4324/9780203820513 Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE handbook of qualitative research (5th ed.). SAGE. Dhusiya, M. (2017). Indian horror cinema: (En)gendering the monstrous. Routledge India. Dwyer, R. (2022). Indian horror cinema and folklore: Regional specificities and global resonances. South Asian Popular Culture, 20(2), 109–123. Foucault, M. (1994). The birth of the clinic: An archaeology of medical perception. Vintage Books. Gordon, A. F. (2008). Ghostly matters: Haunting and the sociological imagination (2nd ed.). University of Minnesota Press. Ingle, H. S. (2024). Contemporary Marathi cinema: Space, marginality, and aspiration. Routledge India. https://doi.org/10.4324/9781003544180 Mandlik, R. B., & Gagare, A. (2025). Transitions in Marathi horror films post-2000: From folk influences to modern psychological thrillers. LangLit: An International Peer-Reviewed Open Access Journal, Special Issue, 158–164. Negi, N. (2025). Understanding intersections of caste, gender and migration in Uttarakhand through cinematic representations of trauma and memory in Dev Bhoomi. In Trauma and memory studies: Responses from India and beyond (pp. 191–205). Springer. Rajadhyaksha, A., & Willemen, P. (2014). Encyclopaedia of Indian cinema (2nd ed.). Routledge. Rege, S. (2003). Writing caste/writing gender: Narrating Dalit women’s testimonios. Zubaan. Reyes, X. A. (2016). Horror film and affect: Toward a corporeal model of viewership. University of Wales Press. Shinde, A. (2025, June 8). Marathi cinema’s tryst with psychological horror: A review of Jarann. The Hindu. Pereira, P. (2025, June 10). Jarann: A chilling portrait of fear and motherhood. The Indian Express. Ramnath, N. (2025, June 12). Between reason and ritual: Jarann and the new Marathi horror. Scroll.in. Smith, I. R. (2025). Global and local folk horror: Tumbbad (2018) and the transnational dynamics of Indian indie horror cinema. In C. Çakırlar (Ed.), Transnational horror: Folklore, genre, and cultural politics (pp. 197–212). Liverpool University Press. Tudor, A. (1989). Monsters and mad scientists: A cultural history of the horror movie. Blackwell Publishers.
Marathi cinema, psychological horror, motherhood, superstition, trauma, conscience, Hrishikesh Gupte
The Psychology of Media Influence: Shaping Thoughts, Behaviour, and Society
Abstract Media has evolved from a passive vehicle of information to an active agent shaping human thought, behavior, and social norms. From traditional print and broadcast media to today's highly interactive digital and social platforms, media’s psychological impact has grown profoundly, influencing perception, emotion, decision-making, and collective identity. This paper explores the complex relationship between media and the human mind through the lens of media psychology, with particular attention to cognitive processing, emotional responses, behavioural outcomes, and societal implications. Drawing from foundational theories such as Cultivation Theory, Agenda-Setting Theory, and the Social Cognitive Theory of mass communication, the study investigates how repeated media exposure Molds public opinion, reinforces stereotypes, and influences attitudes. The paper also discusses the persuasive mechanisms embedded in media content—framing, priming, narrative transportation, and emotional contagion—and how they contribute to behavioral shifts in areas such as consumerism, political participation, aggression, and prosocial behavior. Particular emphasis is placed on the role of social media in shaping digital identities, echo chambers, and instant gratification behaviors among younger audiences. Case studies on mediainduced panic (e.g., during the COVID-19 pandemic), body image disorders, and political polarization further illustrate the far-reaching psychological and social consequences of uncritical media consumption. The paper concludes with a critical discussion on the ethical responsibilities of media creators, the need for media literacy education, and the importance of interdisciplinary approaches to mitigate media’s negative psychological impacts. Through this exploration, the study underscores the power of media not only to inform but to transform individual consciousness and societal values. References Bandura, A. (2001). Social cognitive theory of mass communication. Media Psychology, 3(3), 265–299. Bryant, J., & Zillmann, D. (Eds.). (2002). Media effects: Advances in theory and research (2nd ed.). Lawrence Erlbaum Associates. Choudhury, M. D., & De, S. (2014). Mental health discourse on Reddit: Self-disclosure, social support, and anonymity. Proceedings of the 8th International AAAI Conference on Weblogs and Social Media, 71–80. Fardouly, J., Diedrichs, P. C., Vartanian, L. R., & Halliwell, E. (2015). Social comparisons on social media: The impact of Facebook on young women's body image concerns and mood. Body Image, 13, 38–45. Gerbner, G., Gross, L., Morgan, M., &Signorielli, N. (2002). Growing up with television: Cultivation processes. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 43–67). Lawrence Erlbaum Associates. Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523. McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176–187. Nathanson, A. I. (2004). Factual and evaluative approaches to modifying children’s responses to violent television. Journal of Communication, 54(2), 321–336. Pennycook, G., & Rand, D. G. (2018). The Implied Truth Effect: Attaching warnings to a subset of fake news headlines increases perceived accuracy of headlines without warnings. Management Science, 66(11), 4944–4957. Potter, W. J. (2011). Media literacy (6th ed.). SAGE Publications. Ramasubramanian, S. (2010). Television viewing, racial attitudes, and policy preferences: Exploring the role of social identity and intergroup emotions in influencing support for affirmative action. Communication Monographs, 77(1), 102–120. Tsfati, Y., & Cappella, J. N. (2003). Do people watch what they do not trust? Exploring the association between news media skepticism and exposure. Communication Research, 30(5), 504–529. Valkenburg, P. M., & Peter, J. (2011). Online communication and adolescent wellbeing: Testing the stimulation versus the displacement hypothesis. Journal of Computer-Mediated Communication, 16(2), 200–209. Wardle, C., & Derakhshan, H. (2017). Information disorder: Toward an interdisciplinary framework for research and policymaking. Council of Europe report.
Media Psychology; Cognitive Influence; Behavioural Conditioning; Social Media Impact; Media Literacy
Role Of Media To Change Socio-Economic Status By Covering The Demonetisation: A Study
Abstract Narendra Modi, Prime Minister of India, announced the move of demonetization on November 8, 2016, where 86% of the currency in circulation was invalidated overnight. The Prime Minister also claimed that the action would curtail the shadow economy, reduce the use of illicit cash, and control illegal funding activities. The previous instances of demonetization in India during 1946 and 1978 were minor compared to the 2016 move. It was interesting that major newspapers like Dainik Jagran, The Hindu and Business Line were given more coverage on it. There was an evaluation in the depth of media reporting and analysis after the announcement of demonetization. The press, TV, radio, online and social media struggled to get on top of demonetization. After the glow of this success, demonetization too was initially seen positively by the mass media and media experts. They described it as one more surgical strike against corruption, black money, curbing the illegal goods sales, human trafficking, counterfeit currency and finances for terrorists, Maoists and Naxalites. On the basis of media coverage, 20% of black money was suddenly recovered. The Enforcement Directorate raided several money laundering activities, and tax collection also increased. For example, the Greater Hyderabad Municipal Corporation collected 160 crore rupees in taxes within the first four days of the demonetization. According to The Economic Times report, transactions in e-wallet companies increased by more than 700% in the first phase after demonetization. ASSOCHAM reported that the 154 crore Indian ewallet market is likely to grow to 30,000 crores by the end of 2022. The insurance industry in India is undergoing a digitally enabled transformation. As the use of smart digital services and intuitive products increases, the cashless economy, digital payment, insurance industry and digitization rapidly developed after demonetization. References Beyes P & Bhattacharya R. (2017). India’s 2016 Demonetisation Drive: A Case Study on Innovation in Anti-Corruption Policies. Dash A. (2017). A Study on Socio Economic Effects of Demonetisation in India. International Journal of Management and Applied Science. Dwivedi Yogesh K. Demonetisation in India: Driving a Digital Treasure Hunt. Demonetisation Success: Explained in Numbers. The Times of India. Fernandez G. G. & Gomes R. F. (2018). Framing the Construction of Demonetisation by Indian Mass Media. PHD Chamber of Commerce and Industry. Impacts of Demonetisation on Economy Business and People. Marsh Research. Demonetisation and Digitalisation of the Indian Economy. Malayala Manorama Online. Demonetisation in India: World Media Reactions. Malayala Manorama Online. Demonetisation Reduced Stone Pelting in Kashmir. Reddy Rammanohar C. The Reader’s Editor Writes: With Demonetisation, Indian Press Shows What Journalism Ought to Be. Sandeep Kaur (2016). Demonetisation and its Impacts in India. International Journal of Research. 2016 Indian Banknote Demonetisation. Wikipedia.
Demonetization and its positivity, impacts by media coverages, research methodology, tabulation and data analysis, major socio-economic changes, study findings and conclusion.
Caste and Communication: A Thematic Analysis of Bhojpuri Folk Songs of Bihar
Abstract Folk songs have an intrinsic value that provides an impetus to communicate ideas, cultural practices, values, beliefs, and norms among community members. One of the major components of folk songs is their community-based participation and representation of various issues affecting the community through words and music. This paper investigates communication through Bhojpuri folk songs sung by caste-based marginalised communities in Bihar. It assumes that folk songs are not mundane speech acts but rather discursive texts having multiple layers of meaning. The discursive structure of folk songs communicates the context in which they are formed and performed. This study aims to answer the following research questions: What do subaltern communities communicate through their folk songs? In what ways do folk songs facilitate human agency to express lived experiences and social contexts? What are the limitations of the communicative aspect of folk songs? Regarding methodology, a thematic and semantic analysis of the folk songs is carried out, with due consideration given to the sociocultural realities in which they originate and the messages they intend to convey. The study adopts a post-Heideggerian hermeneutic approach whereby the art of understanding the communicative power of folk songs extends beyond the song to its singers and the context in which it is performed. The paper argues that folk songs call for communicative creativity, where text, context, music, expression, cultural memory, and appropriation are interlinked. References Achuthan, N. S. (1987). Folk songs of Uttar Pradesh. Ethnomusicology, 31(3), 395–406. Abu-Lughod, L. (1988). Feminist longings and post-colonial conditions. In Remaking Women: Feminism and Modernity in the Middle East (pp. 3–31). Princeton University Press. Bel, B., Haumont, G. C., & Rairkar, H. (2010). Say it in singing! Prosodic patterns and rhetorics in the performance of grindmill songs. In B. Bel et al. (Eds.), Communication, Culture, and Confrontation (pp. 201–218). Sage. Bourdieu, P. (1984). Distinction (R. Nice, Trans.). Harvard University Press. Chanda, U. (2021, January 30). The discordant notes of caste lines in the classical arts. The Wire. Cohn, B. S. (1958). Changing traditions of a low caste. The Journal of American Folklore, 71, 413–421. Das, B., & Majhi, D. P. (Eds.). (2021). Caste, Communication and Power. Sage. Deva, I. (1989). Folk Culture and Peasant Society in India. Rawat Publications. Dundes, A. (1969). Folklore as a mirror of culture. Elementary English, 46(4), 471–482. Hawley, J. S. (2015). A Storm of Songs: India and the Idea of the Bhakti Movement. Harvard University Press. Jassal, S. T. (2012). Unearthing Gender: Folk Songs of North India. Duke University Press. Kabeer, N. (1999). Resources, agency, achievements: Reflections on the measurement of women’s empowerment. Development and Change, 30(3), 435–464. Kalyani, K. (2020). Tathagata Buddha songs: Buddhism as religion and cultural resistance among Dalit women singers of Uttar Pradesh. CASTE: A Global Journal on Social Exclusion, 1(2), 51–62. Krishna, T. M. (2018). Unequal music. Economic & Political Weekly, 53(12), 118–121. Mahmood, S. (2005). The subject of freedom. In The Politics of Piety: The Islamic Revival and the Feminist Subject (pp. 1–38). Princeton University Press. Narayan, K. (1997). Singing from separation: Women’s voices in and about Kangra folk songs. Oral Tradition, 12(1), 23–53. Nayar, P. K. (2015). Dalit poetry and the aesthetics of traumatic materialism. Indian Journal of Gender Studies, 22(1), 1–14. Pradeep, D., & Nandkishor, P. (2023). From resources to functionings: The dynamics of caste as cultural and social capital. Economic & Political Weekly, 58(42), 46–52. Raheja, G. G., & Gold, A. (1994). Listen to the Heron’s Words: Reimagining Gender and Kinship in North India. University of California Press. Ram, J. (2018). Emerging new social status among Dalits in Bihar. Economic & Political Weekly, 53(11), 64–69. Rao, V. N. (1985). Epics and ideologies: Six Telugu folk epics. In A. K. Ramanujan & S. H. Blackburn (Eds.), Another Harmony: New Essays on the Folklore of India (pp. 131–165). University of California Press. Rege, S. (2002). Conceptualising popular culture: “Lavani” and “Powada” in Maharashtra. Economic & Political Weekly, 37(11), 1038–1047. Scott, J. C. (1990). Domination and the Arts of Resistance: Hidden Transcripts. Yale University Press. Singh, A. (2019). Folk songs as an epistemic resource: Understanding Bhojpuri women’s articulations of migration. Journal of Migration Affairs, 1(2), 51–68. Singh, A. (2021). Pedagogies, social transformations and new oralities of Arjak women. In B. Das & D. P. Majhi (Eds.), Caste, Communication and Power (pp. 152–168). Sage. Singh, N., & Singh, N. V. (2021). Popular culture and social movements: A caste-based narrative. In B. Das & D. P. Majhi (Eds.), Caste, Communication and Power (pp. 121–136). Sage. Singh, S. K. (2017). The caste question and songs of protest in Punjab. Economic & Political Weekly, 52(34), 33–37. Sinha, N. (2018). The idea of home in a world of circulation: Steam, women and migration through Bhojpuri folk songs. International Review of Social History, 63(2), 203–237. Singh, Y. (2012). Modernisation and its contradictions: Contemporary social changes in India. Polish Sociological Review, 178, 151–166. Srinivasan, P. (2011). Sweating Saris: Indian Dance as Transnational Labour. Temple University Press. Srivastava, I. (1991). Woman as portrayed in women’s folk songs of North India. Asian Folklore Studies, 50(2), 269–310. Tiwari, B. N. (2012). Separation, emotion, and history: A study of Bidesia Bhav in indentured migration. Man in India, 92(2), 281–297.
Folk Songs, Caste, Communication, Bihar, Subaltern, Human Agency, Hermeneutics, Thematic Analysis
Venkatagiri Handloom Weaving: Traditions, Techniques and Contemporary Challenges
Abstract The Venkatagiri handloom tradition in Andhra Pradesh stands as a monumental Indian artisanal craft comprising delicate cotton and silk sarees with elaborate zari borders and Jamdani supplementary weft motifs. The paper aims to analyze in depth the socio-cultural milieu of the craft, its history dating back to royal patronage, raw materials and tools, and weaving techniques particular to this region. It also offers a critical line of discussion about the present-day challenges faced due to labour shortage, increased raw material prices, and market competition posed by powerlooms, alongside developments which include digital marketing, design collaboration, and cooperative development to promote the craft. Drawing from socio-economic studies and sectoral innovation approaches, this paper argues for a middle road between conservation and modernization for the future sustenance of the Venkatagiri handlooms in the global artisanal economy. References One District One Product, Tirupati, Andhra Pradesh (2025). https://tirupati.ap.gov.in/one-district-one-product/ Bhowmik, M. R. (2021). SDGs, social responsibility, institutions and cooperatives: Evidence from the handloom weaving sector in India. International Journal of Rural Management, 17(1_suppl), 97S–114S. https://doi.org/10.1177/0973005221991604 Dohale, V., Ambilkar, P., Gunasekaran, A., & Verma, P. (2022). Supply chain risk mitigation strategies during COVID-19: Exploratory cases of “make-to-order” handloom saree apparel industries. International Journal of Physical Distribution & Logistics Management, 52(2), 109–129. https://doi.org/10.1108/IJPDLM-12-2020-0450 Mamidipudi, A., & Bijker, W. E. (2018). Innovation in Indian handloom weaving. Technology and Culture, 59(3), 509–545. https://dx.doi.org/10.1353/tech.2018.0058 Naik, M. K. P., Bhardwaj, P., & Mishra, V. (2024). Modeling of barriers in the adoption of omnichannel marketing: A case of Indian handloom industry. Research Journal of Textile and Apparel, 28(4), 857–878. https://doi.org/10.1108/RJTA-11-2022-0139 Hazarika, B., & Goswami, K. (2018). Micro-entrepreneurship development in the handloom industry: An empirical analysis among tribal women in Assam. International Journal of Rural Management, 14(1), 22–38. https://doi.org/10.1177/0973005218754437 Rai, S. K. (2022). Communities of skill in the age of capitalism: Handloom weavers in twentieth-century United Provinces, India. Modern Asian Studies, 56(4), 1183–1221. https://doi.org/10.1017/S0026749X21000317 Mamidipudi, A., & Oak, V. S. (2022). Review of The Crafts and Capitalism: Handloom Weaving Industry in Colonial India, by Tirthankar Roy. Technology and Culture, 63(1), 259–261. https://dx.doi.org/10.1353/tech.2022.0022 Roy, T. (2002). Acceptance of innovations in early twentieth-century Indian weaving. The Economic History Review, 55, 507–532. https://doi.org/10.1111/1468-0289.00230 Katpadi Mohammed, A. K., & Naik, S. V. (2020). Development and characterization of handloom Butta silk saree using spun silk as warp or weft. Journal of Natural Fibers, 19(9), 3333–3339. https://doi.org/10.1080/15440478.2020.1844111
Venkatagiri Handlooms, Profile, History, Raw Materials, Weaving and Challenges.
G. Savithri, P. Sujathamma, and N. Vijaya Kumari
Themes and Representation of Gendered Expression in Women- Centric Malayalam Cinema from 2018–2022
Abstract The Hema Committee report released on August 19, 2024 spotlights systemic discrimination, harassment, exploitation, and the overall working conditions of women in the Malayalam film industry. The committee was formed in response to a 2017 assault case involving a well-known Malayalam actress. The findings of the committee are being referred to as the #MeToo moment of the Malayalam film industry. Popular culture and cinema are often described as a mirror to society, reflecting and influencing existing gender roles, norms, expectations, stereotypes, and the position of women. Kerala, a state otherwise known for its high literacy rate and encouraging development indicators, recognized as a progressive society on gender parameters, is not indifferent to gender inequality. In this light, the present study examines how gender issues find expression in regional cinema, i.e., Malayalam films. Five women-centric films from 2018–2022 were chosen to analyse prevalent themes and representations that the cinematic discourse brings to its audience as far as gender issues are concerned. Aami (2018), Prathi Poovankozhi (2019), Vaanku (2020), Sara’s (2021), and Jaya Jaya Jaya Jaya Hey (2022) were analysed employing narrative techniques, looking at ‘film as narrative’ (Speidel, 2012). These films, with female protagonists involved in crisis resolution without help from male characters, passed the Bechdel test (1985), a criterion designed to measure the lack of female agency and gender inequality in Hollywood films. Regional cinema offers a powerful narrative to challenge existing discourse on gender in Indian society. Malayalam cinema is popularly perceived as progressive in its depiction of women. Despite criticism in the past, recent developments such as the formation of Women in Cinema Collective (WCC) in 2017 propelled more realistic, humane, and balanced portrayals of women. This study, by exploring the contemporary landscape of Malayalam films through women characters, offers a picture of themes presented, agency of women characters, voice given to women’s issues, and narratives deployed to represent them. The research reflects on whether women-centric Malayalam films challenge or reinforce traditional gender norms. This comprehensive analysis highlights a dynamic cinematic landscape that attempts to be diverse, inclusive, and further the cause of women’s empowerment. References Bisht, S. (2024, August 22). What Justice Hema Committee Report Reveals About Exploitation in Malayalam Film Industry? Retrieved from News18: https://www.news18.com/explainers/what-justice-hema-committee-report-reveals-about-exploitation-in-malayalam-film-industry-9024180.html Bose, B. (Ed.). (2002). Translating Desire: The Politics of Gender and Culture in India. New Delhi: Katha. Butalia, U. (1984, November). Woman in Indian cinema. Feminist Review, 17(1), 108–110. doi: https://doi.org/10.1057/fr.1984.37 Department of Economics and Statistics, Government of Kerala. (2019). Gender Statistics 2017–18. Department of Economics and Statistics. Thiruvananthapuram: Government of Kerala. Retrieved from https://www.ecostat.kerala.gov.in/publicationdetail/gender-statistics-2017-18 Gopinath, S., & Raj, S. J. (2015, February 11). Gender construct as a narrative and text: The female protagonist in new-generation Malayalam cinema. South Asian Popular Culture, 13(1), 65–75. doi: https://doi.org/10.1080/14746689.2014.1000648 Johnson, S., & Nivedhitha, D. (2016, January). Women empowerment through women-centric movies in Malayalam: A critical study 2004–2014. Asian Journal of Multidisciplinary Studies, 4(1), 253–259. Retrieved from https://www.researchgate.net/publication/342643109_Women_Empowerment_through_Women_Centric_Movies_in_Malayalam_A_critical_study_2004-2014 Krishna, A. (2023, May). Representation of Women in Malayalam Cinema. Bangalore, Karnataka, India: Christ University, Bangalore. Retrieved from https://www.researchgate.net/profile/Anjali-Deepa/publication/370689997_Representation_of_women_in_Malayalam_cinema/links/645dbe0cf43b8a29ba46dcb5/Representation-of-women-in-Malayalam-cinema.pdf Mathew, J. S., & Isac, A. M. (2021, June). From resistance to leadership: The role of the Women in Cinema Collective (WCC) in ‘Voicing the Women’ in the Malayalam film industry. Women—A Multidimensional Spectrum, 22, 150–156. Bangalore: Journal of International Women’s Studies. Retrieved from https://vc.bridgew.edu/jiws/vol22/iss6/15/ Najib, R. (2019, June 28). Stronger, bolder, louder: The new female leads in Malayalam films. Retrieved from The Hindu: https://www.thehindubusinessline.com/blink/cover/the-evolution-of-the-female-lead-in-malayalam-cinema/article64561390.ece Padiyan, R. B. (2021, December). Freedom and female identities: Critiquing the agential reclamation in women-centric films. The Criterion: An International Journal in English, 12(6), 171–178. Retrieved from https://the-criterion.com/V12/n6/FL01.pdf Pradeep, K., & Kumar, R. (2020, February). Spatial practices of women in India, Malayalam, Adoor Gopalakrishnan’s films. International Journal of Multidisciplinary Educational Research, 9(2(1)), 105–115. doi: http://dx.doi.org/10.13140/RG.2.2.26546.32963 Rajendran, A. (2014, April 26). You are woman: Arguments with normative femininities in recent Malayalam cinema. Economic and Political Weekly, 49(17), 61–69. Retrieved from https://www.jstor.org/stable/24480121 Rocha, G., & Pottlitzer, J. (1970). Beginning at zero: Notes on cinema and society. The Drama Review: TDR, 14(2), 144–149. doi: https://doi.org/10.2307/1144540 Sreekumar, S. (2007). The land of ‘gender paradox’? Getting past the commonsense of contemporary Kerala. Inter-Asia Cultural Studies, 8(1), 34–54. doi: https://doi.org/10.1080/14649370601118966 Usha, V. T. (2004). Gender, Value and Signification: Women and Television in Kerala. Thiruvananthapuram, Kerala, India: Kerala Research Programme on Local Level Development, Centre for Development Studies. Wolgemuth, J. R., & Agosto, V. (2019, May). Narrative research. The Blackwell Encyclopedia of Sociology. Hoboken, New Jersey, United States: Wiley-Blackwell. doi: https://doi.org/10.1002/9781405165518.wbeos1244
Bechdel test, films, gender, Malayalam cinema, narrative, women
Inclusion and Empowerment of LGBTQIA+ Communities in India: A Socio-Political and Economic Case Study
This paper presents a case study exploring how inclusion shapes the empowerment of LGBTQIA+ communities in India across social, political, and economic spheres. India shows both progress and persistent challenges. Key judicial decisions such as the Supreme Court’s 2018 decriminalization of homosexuality (Supreme Court of India, 2018) and the Madras High Court’s 2025 clarification that homosexuality is not a disorder (Madras High Court, 2025) have improved public awareness and strengthened rights. Civil society organizations have also contributed through recommendations on family recognition, anti-discrimination laws, and access to healthcare. However, national-level progress remains uneven. The Supreme Court’s 2023 refusal to legalize same-sex marriage (Supreme Court of India, 2023) highlights gaps in legal protection. Social stigma continues, with many LGBTQIA+ individuals facing harassment and violence, especially in rural areas (Human Rights advocacy reports). Economically, corporate India has taken a leading role. Companies like Tata Steel and Mahindra have introduced inclusive hiring and support groups (Corporate Diversity Reports, 2024). According to Deloitte (2024), Indian workplaces now show higher comfort levels for LGBTQIA+ employees compared to global averages. The Open for Business City Ratings (2025) report shows that inclusive cities perform significantly better in talent and entrepreneurship. Overall, the case study shows that while court rulings and corporate initiatives drive progress, sustained empowerment requires stronger national policies and broader social acceptance. References Badgett, M. V. L. (2014). The economic cost of homophobia and the exclusion of LGBT people: A case study of India. Washington, DC: World Bank. Chakrapani, V., Newman, P. A., Shunmugam, M., Logie, C. H., Ranadive, S., & Singh, S. (2023). A scoping review of lesbian, gay, bisexual, transgender, queer, and intersex (LGBTQI+) people’s health in India. PLOS Global Public Health, 3(4), e0001362. https://doi.org/10.1371/journal.pgph.0001362 Human Rights Watch. (2019). Section 377 is history, but young LGBT Indians need concrete policies to protect them from bullying. https://www.hrw.org/news/2019/06/24/section-377-history-young-lgbt-indians-need-concretepolicies-protect-them-bullying Human Rights Watch. (2020). World Report 2020: India. https://www.hrw.org/sites/default/files/world_report_download/hrw_world_report_2020_0.pdf International Commission of Jurists (ICJ). (2019). Living with dignity: Sexual orientation and gender identity-based human rights violations in housing, work, and public spaces in India. https://www.icj.org/wp-content/uploads/2019/06/India-Living-with-dignity-Publications-Reports-thematic-report-2019-ENG.pdf Jain, D. (2013). Impact of the decriminalization of homosexuality in Delhi: An empirical study. Arkansas Journal of Social Change and Public Service, 2(1), 1–25. https://pure.jgu.edu.in/id/eprint/2398 Madras High Court Orders. (2024–2025). Various judgments on transgender rights, education, and employment. https://www.verdictum.in Narrain, A. (2018). Because I have a voice: Queer politics in India. New Delhi: Yoda Press. Open For Business. (2022). The economic case for LGBTQ+ inclusion. https://www.open-for-business.org/the-economic-case United Nations Development Programme (UNDP) India. (2022). Every identity counts: Breaking barriers for transgender youth in India. https://www.undp.org/india/blog/every-identity-counts-breaking-barriers-transgender-youth-india U.S. Department of State. (2021). 2021 Country Reports on Human Rights Practices: India. https://www.state.gov/reports/2021-country-reports-on-human-rights-practices/india
LGBTQIA+ India, Social Inclusion, Political Rights, Economic Empowerment, Judicial Decisions, Urban Inclusion
Pre-Launch Injunctions: Reshaping India's Public Health Vs. Patent Debate
Abstract With the intersection of science and human welfare, the conflict between affordable public access to essential medicines and incentives for pharmaceutical innovation becomes evident. This conflict is a defining feature of global health policy, but it is nowhere more pronounced than in India because of its constitutional commitment to the right to health and its status as a global producer of generic and biosimilar drugs. India serves as a pivotal arena where this delicate balance is continually tested and redefined. In 2026, the Indian government shifted its focus towards ease of doing business and “trust-based regulatory reforms.” There is a need to examine what impact this shift has on the patent system, particularly in reference to the right to health. A recent judgment from the Delhi High Court in E.R. Squibb & Sons LLC v. Zydus Lifesciences Limited represents the most significant judicial recalibration of India's patent-health balance in a decade (14). It effectively created a new enforcement paradigm that prioritizes patent certainty over immediate generic competition. This article analyzes the judgment within India’s complex legal and economic framework and examines the structural conflict between economic incentives and constitutional rights. It argues that alternative innovation models may offer a sustainable solution to balance these competing interests. References Bandhua Mukti Morcha v. Union of India, AIR 1984 SC 802 (Supreme Court of India). State of Punjab v. Mohinder Singh Chawla, (1997) 2 SCC 83 (Supreme Court of India); Consumer Education & Research Centre v. Union of India, (1995) 3 SCC 42 (Supreme Court of India). United Nations. (1966). International Covenant on Economic, Social and Cultural Rights (Adopted December 16, 1966; entered into force January 3, 1976), 993 UNTS 3, Article 12. United Nations. (1966). International Covenant on Economic, Social and Cultural Rights, Article 15(1)(c). United Nations Committee on Economic, Social and Cultural Rights (UNCESCR). (2000). General Comment No. 14: The Right to the Highest Attainable Standard of Health (Article 12). UN Doc E/C.12/2000/4. World Trade Organization. (2001). Declaration on the TRIPS Agreement and Public Health (Doha Declaration). WT/MIN(01)/DEC/2. World Trade Organization. (1994). Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPS Agreement), Article 33; see also Novartis AG v. Union of India, (2013) 6 SCC 1 (Supreme Court of India). Chaudhuri, S. (2005). Termination of mirror-image patents: The case of pharmaceutical evergreening. Journal of Intellectual Property Rights, 10, 8–11. Novartis AG v. Union of India, (2013) 6 SCC 1 (Supreme Court of India); Lee Pharma Ltd. v. AstraZeneca AB, (2015) 64 PTC 421. BDR Pharmaceuticals International Pvt. Ltd. v. Bristol-Myers Squibb Co., (2013) 55 PTC 34. Bayer Corporation v. Union of India, (2014) 214 DLT 496 (Delhi High Court). Bayer Intellectual Property GmbH v. Alembic Pharmaceuticals Ltd., (2017) 71 PTC 513. Sotefin SA v. Indraprastha Cancer Society, (2022) 289 DLT 582. Zydus Lifesciences Ltd. v. E.R. Squibb & Sons LLC, (2026) 326 DLT 178 (Division Bench). Medicines Patent Pool Foundation. (2010). Statutes of the Medicines Patent Pool Foundation. Retrieved February 26, 2026, from https://medicinespatentpool.org/who-we-are/governance World Health Organization. (2026). COVID-19 Technology Access Pool. Retrieved February 21, 2026, from https://www.who.int/initiatives/covid-19-technology-access-pool Love, J., & Hubbard, T. (2007). The big idea: Prizes to stimulate R&D for new medicines. Health Affairs, 26(6), 1510–1520. World Health Assembly. (2019). Improving the transparency of markets for medicines, vaccines, and other health products (WHA Resolution 72.8). Correa, C. M. (2000). Intellectual property rights, the WTO and developing countries: The TRIPS Agreement and policy options. London: Zed Books. World Trade Organization. (2001). Doha Declaration on the TRIPS Agreement and Public Health. United Nations Human Rights Council. (2008). Human rights guidelines for pharmaceutical companies in relation to access to medicines. UN Doc A/63/263. World Trade Organization. (2020). Communication from India and South Africa: Waiver from certain provisions of the TRIPS Agreement for the prevention, containment and treatment of COVID-19. IP/C/W/669.
Patent, public health, licensing, constitutional rights
Translating the 1960's Telugu Novel Repati Velugu into English - A Study of the Primary Challanges
This paper introduces Dwivedula Visalakshi, a notable Telugu writer born in 1929, known for capturing complexities of Indian life, particularly women's experiences and lower-middle-class struggles. The translator's experience translating her novel "Repati Velugu" into English is also discussed, highlighting challenges such as comprehending expressions, identifying contextual significance, and finding suitable translation equivalents. These challenges were classified into Primary (linguistic and culture-specific) and Secondary (finding translation equivalents) challenges. The translator's experience emphasizes the importance of cultural and linguistic understanding in translation, and the crucial role of Prof. Somanchi Krishna Sarma in overcoming primary challenges and successfully translating the novel. References: Visalakshi, Dwivedula. Repati Velugu. Vijayawada: Sahithi Publications, 2010. Reprint.
Translation of a Telugu text into English, primary challenges, linguistic and culture-specific challenges
Book Review: Literature and Revolution Cultural Shifts: Modernist Persian Influence on 1979 Iran
Dr. Md Jamshed Alam’s Literature and Revolution, Cultural Shifts: Modernist Persian Influence on 1979 Iran presents a meticulously researched and compelling exploration of the interplay between literature and socio-political transformation in twentieth-century Iran. At the heart of the study is the claim that Modernist Persian literature not only reflected but actively shaped the revolutionary consciousness that culminated in the Iranian Revolution of 1979. Alam’s work represents a significant contribution to both Iranian studies and the broader field of literary-cultural analysis, foregrounding the critical role of cultural production in socio-political upheavals. The book opens with an in-depth historical contextualization of Iran under Reza Shah Pahlavi, establishing the socio-political backdrop against which modernist literary movements emerged. Alam underscores the authoritarian nature of Reza Shah’s rule, highlighting the use of Savak to suppress dissent and the marginalization of opposition voices. He notes that Khomeini, the prominent religious leader, faced exile, while progressive writers and intellectuals actively critiqued the Shah’s policies, creating an ideological and cultural space for dissent. The narrative emphasizes that the struggle for freedom and democracy in Iran was not merely political but deeply intertwined with cultural expression, particularly through literature. By situating modernist literature within this framework, Alam effectively demonstrates how literary innovation served as both a mirror of societal unrest and a vehicle for articulating critiques of autocratic governance.
Framing Resistance: Women’s Agency and Identity in the Cinema of Shyam Benegal
Abstract Shyam Benegal, a pioneer of India’s parallel cinema movement, crafted films that foreground women's struggles, identities, and resistance within a deeply patriarchal society. His cinematic narratives challenge mainstream depictions of women by focusing on their agency and inner lives. This paper explores Benegal’s treatment of female characters in selected films, including Ankur (1974), Nishant (1975), Bhumika (1977), Mandi (1983), and Zubeidaa (2001). These works not only deconstruct gender roles but also emphasize the intersection of class, caste, and tradition in shaping women's experiences. His cinema interrogates how cultural narratives shape the status of women and how women negotiate their place within traditional institutions. Through a theoretical lens grounded in feminist film theory and postcolonial discourse, the study engages with Benegal's cinematic language to analyze the visual and narrative strategies he employs to articulate female subjectivity. The female characters in his films serve as sites of resistance—both overt and subtle—against institutional and interpersonal structures of domination. The study also contextualizes these portrayals within the broader history of Indian cinema, where stereotypical representations have long prevailed. Furthermore, this research draws on critical film studies to demonstrate how Benegal’s cinema functions as a cultural space for subaltern female voices. Through realist techniques and the consistent collaboration with socially conscious actors, his work carves a niche within feminist discourse in Indian cinema. Ultimately, this paper asserts that Benegal's films present a powerful counter-narrative to traditional Indian cinematic practices and contribute significantly to the feminist re-imagination of Indian womanhood. References Chakravarty, S. (2011). National Identity in Indian Popular Cinema, 1947-1987. University of Texas Press. Chaudhuri, S. (2000). Feminist Film Theorists: Laura Mulvey, Kaja Silverman, Teresa de Lauretis, Barbara Creed. Routledge. Gokulsing, K. M., & Dissanayake, W. (2004). Indian Popular Cinema: A Narrative of Cultural Change (2nd ed.). Trentham Books. Kaplan, E. A. (1983). Women and Film: Both Sides of the Camera. Methuen. Mazumdar, R. (2007). Bombay Cinema: An Archive of the City. University of Minnesota Press. Mulvey, L. (1975). Visual pleasure and narrative cinema. Screen, 16(3), 6-18. Parthasarathy, I. (1994). The politics of space: Women in the films of Shyam Chatterji, S. A. (1998). Subject cinema, object woman: A study of the portrayal of women in Indian cinema. Parumita Publications. Datta, S. (2000). Globalisation and representations of women in Indian cinema. Social Scientist, 28(3/4), 71–82. Kapur, J. (1993). Erotic innocence and the culture of youth: Gender and sexuality in films. In Women and Media (pp. 112–129). Zed Books. Rajadhyaksha, A., & Willemen, P. (1999). Encyclopedia of Indian cinema (2nd ed.). Routledge. Spivak, G. C. (1988). Can the subaltern speak? In C. Nelson & L. Grossberg (Eds.), Marxism and the interpretation of culture (pp. 271–313). University of Illinois Press. Virdi, J. (2003). The cinematic imagination: Indian popular films as social history. Rutgers University Press.
Shyam Benegal, Indian cinema, feminist film theory, agency, identity, representation
Legal Analysis of Labour Laws and Role of AI Technology in Protection of Women Workers
Abstract Many poor in India work in different industries as Labour. They face a variety of issues, such as low wages, lack of social safety, job insecurity and different kinds of harassment at work places. The condition of women is still vulnerable as they have to face gender discrimination and even inequality of wages. Even though there are various laws their effectiveness in the industries which are basically from informal sector is still facing numerous challenges. Lack of strict implementation of labour laws has resulted in the violation of labour rights on daily basis. There is no awareness among Labours about their rights have actually increased their suffering. Even if they want to seek legal support there is no proper institutional and legal support for workers. From national to international level there have been number of safeguards for labours. If they are strictly implemented they can strengthen labours. This research aims to analyse the challenges faced by labours specifically women workers. Here researcher mainly studies the laws which can protect their rights and also strengthen them. This research explores ways by which conditions of labours specifically women workers can be improved. By increasing awareness among labours, bringing policy changes and promoting trade unions in every industries their conditions can be improved to some extent. Further various government and non-government organizations can play a key role in reducing challenges of labours. Here AI technology role in protecting women rights at workplace have also been studied. The study concludes by recommending different reforms through which conditions of women workers can be improved.
Gender discrimination, Sexual Harassment, Informal Sector, Workers, Trade union, International Labour Organization
Public awareness and perception on Health and Disinformation: A comprehensive survey
ABSTRACT Health disinformation is purposefully created to mislead and cause harm, and those who spread it are well aware of this. It is spread gradually via a variety of outlets, including social media, internet blogs, and others. People find it difficult to discern fact from fiction due to the constant onslaught of potentially inaccurate health information, which leads to challenges in society. This study investigates public perceptions of health disinformation, focusing on the Tirupati area employing a KAP (Knowledge, Attitudes, and Practices) model. Findings suggest respondents primarily rely on healthcare professionals and fact-check online sources before accepting health information. While most search for health information through general search engines (like Google) rather than dedicated health websites, social media is a frequent source. Respondents believe social media can combat misinformation through awareness campaigns. A majority also supported regulations to curb the spread of health disinformation. Despite frequent use of social media, few reported encountering specific disinformation. The study concludes that mitigating disinformation requires a multi-faceted approach, including improved health literacy, responsible digital tool use, rigorous monitoring, and community engagement to foster critical thinking and reliable information access. The ultimate goal is a healthier society, free from harmful and misleading information. REFERENCES Borges do Nascimento, I. J., Beatriz Pizarro, A., Almeida, J., Azzopardi-Muscat, N., André Gonçalves, M., Björklund, M., & Novillo-Ortiz, D. (2022). Infodemics and health misinformation: a systematic review of reviews. Bulletin of the World Health Organization, 100(9), 544–561. https://doi.org/10.2471/blt.21.287654 Desai, A. N., Ruidera, D., Steinbrink, J. M., Granwehr, B., & Lee, D. H. (2022). Misinformation and Disinformation: The Potential Disadvantages of Social Media in Infectious Disease and How to Combat Them. Clinical Infectious Diseases, 74 (Supplement_3), e34–e39. https://doi.org/10.1093/cid/ciac109 Diekman, C., Ryan, C. D., & Oliver, T. L. (2023). Misinformation and disinformation in food science and nutrition: Impact on practice. The Journal of Nutrition, 153(1), 3–9. https://doi.org/10.1016/j.jn.2022.10.005 Heley, K., Wen-Ying Sylvia Chou, D’Angelo, H., Nicole Senft Everson, Muro, A., Rohde, J. A., & Gaysynsky, A. (2024). Mitigating Health and Science Misinformation: A Scoping Review of Literature from 2017 to 2022. Health Communication, 1–11. https://doi.org/10.1080/10410236.2024.2332817 Hotez, P. J. (2023). Health Disinformation—Gaining Strength, Becoming Infinite. JAMA Internal Medicine, 184(1), 96–96. https://doi.org/10.1001/jamainternmed.2023.5946 Kim, D. K. D., & Kreps, G. L. (2020). An Analysis of Government Communication in the United States During the COVID‐19 Pandemic: Recommendations for Effective Government Health Risk Communication. World Medical & Health Policy, 12(4). https://doi.org/10.1002/wmh3.363 Laxa, J. (2022). The consumption of disinformation as a health crisis. Journal of Public Health. https://doi.org/10.1093/pubmed/fdac096 Mikati, I. K. E., Hoteit, R., Harb, T., Zein, O. E., Piggott, T., Melki, J., Mustafa, R. A., & Akl, E. A. (2023). Defining Misinformation and Related Terms in Health-Related Literature: Scoping Review. Journal of Medical Internet Research, 25(1), e45731. https://doi.org/10.2196/45731 Westberry, C., Palmer, X.-L., & Potter, L. (2023). Social Media and Health Misinformation: A Literature Review. Lecture Notes in Networks and Systems, 404–418. https://doi.org/10.1007/978-3-031-47457-6_26 World Health Organization. (2024, February 6). Disinformation and public health. Www.who.int. https://www.who.int/news-room/questions-and-answers/item/disinformation-and-public-health
Health, Disinformation, Misinformation, Social media, Awareness, Community, Social media, Education.
The Intersection of Home and Identity: An Exploration of Easterine Kire's Novel, A Respectable Woman
Abstract North-Eastern frontier area is very apparent region for its rich tribal culture, custom and patriarchal society as well. North-Eastern frontier zone consists of seven states, called ‘seven sisters’ by their own dialectic languages. “A Respectable Woman" is a novel by Easterine Kire, a Nagaland-based author known for her thought-provoking and nuanced portrayals of life in Nagaland and the North East region of India. Easterine Kire, born in Kohima is an Angami Naga writer. Her works are insights into the Naga culture, history and also the traditions and customs of the Angami society. The proposed paper explores the intricate relationship between home and identity in Easterine Kire's novel A Respectable Woman. Through a nuanced analysis of the protagonist's experiences, this paper explores how the concept of home shapes and is shaped by individual identity. The novel highlights the tensions between traditional expectations and personal desires, revealing the complexities of navigating cultural norms and societal pressures. This paper contributes to a deeper understanding of the intersections between home, identity, and culture, shedding light on the ways in which individuals negotiate their sense of self within the context of their homes and communities. References The Oxford Anthology of Writings from North-East India edited by Tilottoma Misra (Oxford University Press, 2011) Kire, E. (2014). A Respectable Woman. Zubaan Books. North-East India: A Sociological Study by Bimal J. Dev and Dilip K. Lahiri (Anthem Press, 2011) Schoulder-Ocak, Meryam, editor, Trauma and Migration: Cultural Factors in the Diagnosis and Treatment of Traumatised Immigrants. Springer. 2015. Food and Culture: A Reader edited by Carole M. Counihan and Penny Van Esterik (Routledge, 2013)
Home, Identity, Cultural norms, societal expectations,
Prioritizing Enablers of Carbon Footprint Reduction in Media Institutes: An AHP-Based Analysis
Abstract This article provides a comprehensive overview of the carbon footprint of media institutes and underscores the urgent need for sustainable practices in the context of the climate crisis. Media institutions significantly influence public opinion and behavior, making their environmental impact increasingly relevant. This research delves into the various aspects of carbon emissions associated with media institutes, including energy consumption, transportation, infrastructure, and waste management. It also explores the incorporation of sustainability into curricula and operational practices. In addressing the carbon footprint of media institutes during the climate crisis, the Analytical Hierarchy Process (AHP) method plays a significant role. This method allows us to prioritize the enablers contributing to green logistics and low-carbon emissions, aiming for net-zero emissions. Seventeen enablers were selected for the carbon footprint of media institutes, which can be divided into four clusters: Energy consumption, transportation, infrastructure, and waste management. The study involves input from nine experts who assess identified criteria on a comparative scale. Ultimately, the findings highlight the pivotal role that media institutes can play in promoting awareness and action towards environmental sustainability amidst the climate crisis challenges. References Adam, M. (1975). The Image of Climate Crisis in Media : A Conceptual Metaphor Analysis. 5691. Batmunkh, A. (2022). Carbon Footprint of The Most Popular Social Media Platforms. Benabdellah, A. C., Zekhnini, K., Cherrafi, A., Garza-Reyes, J. A., & Kumar, A. (2021). Design for the environment: An ontology-based knowledge management model for green product development. Business Strategy and the Environment, 30(8), 4037–4053. https://doi.org/10.1002/bse.2855 Berners-lee, M., Howard, D. C., Moss, J., Kaivanto, K., & Scott, W. A. (2011). Science of the Total Environment Greenhouse gas footprinting for small businesses — The use of input – output data. Science of the Total Environment, 409(5), 883–891. https://doi.org/10.1016/j.scitotenv.2010.11.023 Chen, C. (2001). Design for the environment: A quality-based model for green product development. Management Science, 47(2), 250–263. https://doi.org/10.1287/mnsc.47.2.250.9841 Edwardsson, M. P. (2012). Media processes for content production Studies of structures and climate impacts. december. Fatimah, Y. A., Govindan, K., Murniningsih, R., & Setiawan, A. (2020). Industry 4.0 based sustainable circular economy approach for smart waste management system to achieve sustainable development goals: A case study of Indonesia. Journal of Cleaner Production, 269, 122263. https://doi.org/10.1016/j.jclepro.2020.122263 Fiksel, J. (2009). Design for Environment: A Guide to Sustainable Product Development (2nd ed.). McGraw-Hill Education. Foxwell-norton, K. (2009). The global alternative and community media sector : Prospects in an era of climate crisis. Get, D. W., & Right, F. (n.d.). Design for Environment - Do We Get the Focus Right ? 1, 1–4. Gupta, P. (2022). Role of Media and Indigenous Communities to Combat Climate Change. 11(05), 56–60. https://doi.org/10.7753/IJSEA1105.1001 Jahnke, K., Fendt, C., Fouesneau, M., Georgiev, I., Herbst, T., Kaasinen, M., Kossakowski, D., Rybizki, J., Schlecker, M., Seidel, G., Henning, T., & Kreidberg, L. (2020). An astronomical institute’s perspective on meeting the challenges of the climate crisis. 4(September). Johansson, I., Mardan, N., Cornelis, E., & Kimura, O. (2019). Designing Policies and Programmes for Improved Energy Efficiency in Industrial SMEs. https://doi.org/10.3390/en12071338 Katsikeas, C. S., Leonidou, C. N., & Zeriti, A. (2016). Eco-friendly product development strategy : antecedents , outcomes , and contingent effects. Journal of the Academy of Marketing Science, 660–684. https://doi.org/10.1007/s11747-015-0470-5 Kiker, G. A., Bridges, T. S., Varghese, A., Seager, P. T. P., & Linkov, I. (2005). Application of multicriteria decision analysis in environmental decision making. Integrated Environmental Assessment and Management, 1(2), 95–108. https://doi.org/10.1897/IEAM_2004a-015.1 Kitsis, A. M., & Chen, I. J. (2021). Do stakeholder pressures influence green supply chain Practices ? Exploring the mediating role of top management commitment. Journal of Cleaner Production, 316, 128258. https://doi.org/10.1016/j.jclepro.2021.128258 Marks, L. U., Clark, J., Livingston, J., Oleksijczuk, D., Hilderbrand, L., & Marks, L. U. (2020). Streaming Media ’ s Environmental Impact. Media + Environment, 2(1), 1–17. Martin, P., Brau-nogu, S., Coriat, M., Garnier, P., Hughes, A., & Tibaldo, L. (2022). The carbon footprint of IRAP. April, 1–42. Melewar, T. C., Alwi, S., Hsu, P. F., & Lin, F. L. (2013). Developing a decision model for brand naming using Delphi method and analytic hierarchy process. Asia Pacific Journal of Marketing and Logistics, 25(2), 187–199. https://doi.org/10.1108/13555851311314013 Noor, N. A., Kasolang, S., & Jaffar, A. (2012). Green lean total quality information management in Malaysian automotive companies. Procedia Engineering, 41, 1708–1713. https://doi.org/10.1016/j.proeng.2012.07.372 Paul, I. D., Bhole, G. P., & Chaudhari, J. R. (2014). A Review on Green Manufacturing: It’s Important, Methodology and its Application. Procedia Materials Science, 6, 1644–1649. https://doi.org/10.1016/j.mspro.2014.07.149 Polytechnique, E. (2013). Combining lean and green in manufacturing : a model of waste management. IFAC Proceedings Volumes, 46(9). https://doi.org/10.3182/20130619-3-RU-3018.00164 Ridanpää, J. (2022). ‘ Carbon footprint nationalism ’: re-conceptualizing Finnish nationalism and national pride through climate change discourse. https://doi.org/10.1080/14608944.2021.1937974 Robinson, O. J., Tewkesbury, A., Kemp, S., & Williams, I. D. (2018). Towards a universal carbon footprint standard : A case study of carbon management at universities. Journal of Cleaner Production, 172, 4435–4455. https://doi.org/10.1016/j.jclepro.2017.02.147 Singh, M. D. (2018). GREEN MANUFACTURING PRACTICES IN SMES OF INDIA -A LITERATURE REVIEW. September. https://doi.org/10.26488/IEJ.6.10.5 Sodhi, M. (1998). Lmmd. 47(2), 115–118. Soltani, M., Aouag, H., & Mouss, M. D. (2020). An integrated framework using VSM, AHP and TOPSIS for simplifying the sustainability improvement process in a complex manufacturing process. Journal of Engineering, Design and Technology, 18(1), 211–229. https://doi.org/10.1108/JEDT-09-2018-0166 Tavares, A. O., Areia, N. P., Mellett, S., James, J., Intrigliolo, D. S., Couldrick, L. B., & Berthoumieu, J. (n.d.). The European Media Portrayal of Climate Change : Implications for the Social Mobilization towards Climate Action. 1–13.
Analytical Hierarchy Process (AHP), Carbon footprint, Media Institute, Climate Crisis, Sustainable Practices & Environmental Impact
Transcultural Adaptation and Cinematic Humanism: A Comparative Study of Children of Heaven (1997) and Bumm Bumm Bole (2010)
Abstract This article undertakes a comparative study of Children of Heaven (Majid Majidi, 1997) and its Indian inspired film Bumm Bumm Bole (Priyadarshan, 2010), focusing on how themes of childhood, poverty, familial bonds, moral agency, and cinematic style are negotiated across cultural, industrial, and aesthetic contexts. Drawing primarily on peer-reviewed scholarship on Children of Heaven and theories of film adaptation and Indian popular cinema, it argues that while Bumm Bumm Bole retains the narrative skeleton and emotional core of Majidi’s film, its shifts in tone, moral framing, and representational economy reflect the demands of Indian mainstream cinema and its ideology. The comparison illuminates broader issues concerning how stories travel across cultures, how fidelity and transformation interplay, and how cinematic humanism is reinterpreted in different socio-cultural settings. References Ebrahimi, M., Yusoff, K., & Salamon, H. B. (2015). Teaching moral values through the film Children of Heaven: A review and qualitative analysis of Islam as a way of life. Mediterranean Journal of Social Sciences, 6(2S1), 331. https://doi.org/10.5901/mjss.2015.v6n2s1p331 Ezra, E., & Rowden, T. (2006). Transnational cinema: The film reader. Routledge. Higbee, W., & Lim, S. H. (2010). Concepts of transnational cinema. Transnational Cinemas, 1(1), 7–21. Hutcheon, L. (2012). A theory of adaptation (2nd ed.). Routledge. Kaur, K. (2004). Singapore cinema: Cultural politics, film genres and representation. Asian Journal of Communication, 14(1), 48–63. Kumar, K. J. (2011). India’s many popular cinemas: Theoretical perspectives. South Asian Popular Culture, 9(2), 99–112. https://doi.org/10.1177/0973258613499095 Leitch, T. (2017). The Oxford handbook of adaptation studies. Oxford University Press. Majidi, M. (Director). (1997). Children of Heaven [Film]. Iran. Naficy, H. (2011). A social history of Iranian cinema. Duke University Press. Neo, J. (Director). (2003). Homerun [Film]. Raintree Pictures. Priyadarshan. (Director). (2010). Bumm Bumm Bole [Film]. Percept Picture Company. Samy. (Director). (2022). Akka Kuruvi [Film]. Kanavu Thozhirsalai & Madurai Muthu Movies. Shang, Y. (2024). A study of video narratives in Iranian children's cinema: Majid Majidi’s Children of Heaven as case study. Academic Journal of Humanities & Social Sciences, 7(5), 155–159. https://doi.org/10.25236/AJHSS.2024.070524 Shohat, E., & Stam, R. (1994). Unthinking Eurocentrism: Multiculturalism and the media. Routledge. Sun, W. (2018). Shallow analysis about Majid Majidi’s film artistic style: Taking Children of Heaven as example. Art & Design Review, 6(2), 45–53. https://doi.org/10.4236/adr.2018.62010 Virdi, J. (2003). The cinematic imagiNation: Indian popular films as social history. Rutgers University Press.
Visualizing the Surge: Google Trends Analysis of Post-COVID Consumer Interest in Immunity-Boosting Herbal Beverages
Abstract The COVID-19 pandemic precipitated rapid shifts in consumer health behaviour, including heightened attention to immunity-enhancing foods and beverages. This short communication uses publicly available Google Trends data to quantify and visualize changes in public interest toward a set of herbal beverage terms before and after the onset of the pandemic. Monthly Google Trends data (Jan 2018 – Sept 2025) were retrieved for a targeted set of keywords covering broad terms, product-specific queries, and India-specific traditional terms. To enable cross-query comparability we included Vitamin C as an anchor term in every batch and applied anchor-based rescaling to all series. Pre-COVID (Jan 2018–Dec 2019) and post-COVID (Jan 2021–Dec 2021) average monthly interests were computed and compared; 2020 was treated as a transition year and excluded from pre/post averages. Results are shown as a normalized time series and percent change in mean interest. Several terms including Vitamin-C, Ashwagandha, Kadha, and Immune booster spiked around March–June 2020, coincident with the COVID-19 pandemic declaration and early national lockdowns. Quantitatively, many product and culture-specific terms demonstrated substantial percent increases from pre- to post-COVID. Ashwagandha and Vitamin-C show particularly large increases; some lifestyle/product terms (Turmeric latte / Elderberry syrup) show smaller or transient changes. Google Trends shows a rapid and sustained increase in public interest for herbal, immunity-related beverages after the pandemic onset. These signals are useful as a rapid, reproducible proxy of consumer intent and market interest, with implications for public health messaging, consumer safety surveillance, and prioritizing targeted clinical research. References Adzhubei, I. A., Schmidt, S., Peshkin, L., Ramensky, V. E., Gerasimova, A., Bork, P., Kondrashov, A. S., & Sunyaev, S. R. (2010). A method and server for predicting damaging missense mutations. Nature Methods, 7(4), 248–249. https://doi.org/10.1038/nmeth0410-248 Amini-Rarani, M., Azami-Aghdash, S., Mousavi Isfahani, H., & Mohseni, M. (2024). Estimation of the prevalence of anxiety during the COVID-19 pandemic: A meta-analysis of meta-analyses. BMC Public Health, 24(1), 2831. https://doi.org/10.1186/s12889-024-19729-7 Cebrián, E., & Domenech, J. (2022). Is Google Trends a quality data source? Applied Economics Letters, 30(6), 811–815. https://doi.org/10.1080/13504851.2021.2023088 Dong, C., Wei, P., Jian, X., Gibbs, R., Boerwinkle, E., Wang, K., & Liu, X. (2015). Comparison and integration of deleteriousness prediction methods for nonsynonymous SNVs in whole exome sequencing studies. Human Molecular Genetics, 24(8), 2125–2137. https://doi.org/10.1093/hmg/ddu733 Eysenbach, G. (2009). Infodemiology and infoveillance: Framework for an emerging set of public health informatics methods to analyze search, communication and publication behavior on the Internet. Journal of Medical Internet Research, 11(1), e11. https://doi.org/10.2196/jmir.1157 Google LLC. Google Trends. Available from: https://trends.google.com. Accessed 15 Sept 2025. Government of India. (2020). Ministry of AYUSH advisory on immunity-boosting measures for self-care during COVID-19 crisis. Retrieved from https://www.ayush.gov.in Hawkins, J., Baker, C., Cherry, L., & Dunne, E. (2019). Black elderberry (Sambucus nigra) supplementation effectively treats upper respiratory symptoms: A meta-analysis of randomized, controlled clinical trials. Complementary Therapies in Medicine, 42, 361–365. https://doi.org/10.1016/j.ctim.2018.12.004 Hewlings, S. J., & Kalman, D. S. (2017). Curcumin: A review of its effects on human health. Foods, 6(10), 92. https://doi.org/10.3390/foods6100092 Lazer, D., Kennedy, R., King, G., & Vespignani, A. (2014). The parable of Google Flu: Traps in big data analysis. Science, 343(6176), 1203–1205. https://doi.org/10.1126/science.1248506 Lin, L. Y., Husnayain, A., Chen, Y. T., & Kuo, C. Y. (2024). The association between interest of nutritional supplements and COVID-19 pandemic – evidence from Google Trends. BMC Public Health, 24(1), 109. https://doi.org/10.1186/s12889-023-17607-2 Mavragani, A., & Ochoa, G. (2019). Google Trends in infodemiology and infoveillance: Methodology framework. JMIR Public Health and Surveillance, 5(2), e13439. https://doi.org/10.2196/13439 Ng, P. C., & Henikoff, S. (2003). SIFT: Predicting amino acid changes that affect protein function. Nucleic Acids Research, 31(13), 3812–3814. https://doi.org/10.1093/nar/gkg509 Nuti, S. V., Wayda, B., Ranasinghe, I., Wang, S., Dreyer, R. P., Chen, S. I., & Murugiah, K. (2014). The use of Google Trends in health care research: A systematic review. PLOS One, 9(10), e109583. https://doi.org/10.1371/journal.pone.0109583 Office of Dietary Supplements (NIH). Ashwagandha—Health Professional Fact Sheet. Available from: https://ods.od.nih.gov/factsheets/Ashwagandha-HealthProfessional/. Accessed 15 Sept 2025. Office of Dietary Supplements, National Institutes of Health (NIH). (2025). Dietary supplements: Consumer information. https://ods.od.nih.gov/ Rovetta, A. (2021). Reliability of Google Trends: Analysis of the limits and potential of web infoveillance during COVID-19 pandemic and for future research. Frontiers in Research Metrics and Analytics, 6, 670226. https://doi.org/10.3389/frma.2021.670226 Schwarz, J. M., Rödelsperger, C., Schuelke, M., & Seelow, D. (2014). MutationTaster2: Mutation prediction for the deep-sequencing age. Nature Methods, 11(4), 361–362. https://doi.org/10.1038/nmeth.2890 Thusberg, J., Olatubosun, A., & Vihinen, M. (2011). Performance of mutation pathogenicity prediction methods on missense variants. Human Mutation, 32(4), 358–368. https://doi.org/10.1002/humu.21445 Tiralongo, E., Wee, S. S., & Lea, R. A. (2016). Elderberry supplementation reduces cold duration and symptoms in air-travellers: A randomized, double-blind placebo-controlled clinical trial. Nutrients, 8(4), 182. https://doi.org/10.3390/nu8040182 Wieland, L. S., Piechotta, V., Feinberg, T., Ludeman, E., Hutton, B., Kanji, S., Seely, D., & Garritty, C. (2021). Elderberry for prevention and treatment of viral respiratory illnesses: A systematic review. BMC Complementary Medicine and Therapies, 21(1), 112. https://doi.org/10.1186/s12906-021-03283-5 Wieland, L. S., Piechotta, V., Feinberg, T., Ludeman, E., Hutton, B., Kanji, S., & Seely, D. (2021). Elderberry for prevention and treatment of viral respiratory illnesses: A systematic review and meta-analysis. BMC Complementary Medicine and Therapies, 21(1), 112. https://doi.org/10.1186/s12906-021-03283-5 World Health Organization (WHO). (2020). WHO Director-General’s opening remarks at the media briefing on COVID-19 – 11 March 2020. https://www.who.int/director-general/speeches/detail/who-director-general-s-opening-remarks-at-the-media-briefing-on-covid-19---11-march-2020
Google Trends, COVID-19, herbal beverages, ashwagandha, turmeric, immunity-boosting
Streaming Freedom: Lesbian Visibility and Narrative Liberation in OTTbased Hindi Content
Abstract The decriminalization of homosexuality in India in 2018 marked a pivotal moment for queer representation across media. Digital streaming platforms, relatively unrestrained by state censorship, have since emerged as transformative spaces for the depiction of marginalized identities. This study explores the visibility and narrative construction of lesbian identity in Hindi-language OTT content between 2018 and 2025. Employing a qualitative research design grounded in queer theory and feminist film criticism, the research analyses the selected web series and films such as Made in Heaven, Four More Shots Please!, Bombay Begums, and The Married Woman to examine how lesbian desire, intimacy, and agency are articulated on screen. Through textual analysis, supported by audience focus group discussions and interviews with media practitioners, the paper investigates whether OTT narratives signify genuine liberation from heteronormative cinematic tropes or merely reframe them within commercial aesthetics of inclusion. Findings indicate that while OTT spaces have expanded the representational vocabulary of lesbian experience, they continue to negotiate visibility within socio-cultural and market constraints. The study contributes to the growing discourse on digital media’s role in shaping queer subjectivities and reimagining the politics of representation in post-Section 377 India. References Ruchita Sujai Chowdhary & Ritesh Chaudhary (2020). Bollywood Shows Lesbian Women as Stereotypes & Male Fantasies: A Case Study of Lesbian Characters in Hindi Cinema. International Journal of Advance Research and Innovative Ideas in Education, 6(5), 2068–2079. Butler, J. (1990). Gender Trouble: Feminism and the Subversion of Identity. New York, NY: Routledge. Dasgupta, R. K. (2020). Digital Desires: Queer Identity in New Indian Media Cultures. New Delhi: Oxford University Press. Ghosh, S. (1998). Fire and the question of representation. Screen, 39(4), 44–49. https://doi.org/10.1093/screen/39.4.44 Hall, S. (1997). Representation: Cultural Representations and Signifying Practices. London: Sage. Mulvey, L. (1975). Visual pleasure and narrative cinema. Screen, 16(3), 6–18. https://doi.org/10.1093/screen/16.3.6 Rich, B. R. (1992). New queer cinema. Sight and Sound, 2(5), 30–35. Sedgwick, E. K. (1991). Epistemology of the Closet. Berkeley: University of California Press. Srivastava, S., & Bhattacharya, S. (2022). Recasting desire: Queer narratives in Indian OTT platforms. South Asian Popular Culture, 20(3), 215–230. https://doi.org/10.1080/14746689.2022.2037465 Thomas, R., & Pillai, M. (2021). Streaming sexuality: Queer subjectivities in Indian digital narratives. Journal of Communication Inquiry, 45(4), 367–384. https://doi.org/10.1177/01968599211018763
Lesbian Representation; Hindi Cinema; OTT Platforms; Queer Theory; Feminist Film Theory; Narrative Freedom; Digital Media; Audience Reception; Post-Section 377 India; Cultural Studies
Abstract The integration of Artificial Intelligence (AI) technologies in educational settings has transformed the way students learn, interact with content, and participate in the classroom. This research examines student perceptions of AI applications within learning environments, specifically looking at how these technologies influence their academic experiences, engagement levels, and attitudes toward technology-enhanced education. While AI offers the potential for personalized learning, automated feedback, and adaptive content delivery, understanding student acceptance and trust in AI is crucial for its effective implementation. The objectives of this study are to evaluate students' perceptions of the effectiveness and usefulness of AI technologies in enhancing their learning experiences. To analyse factors influencing student acceptance, trust, and comfort in using AI-driven educational tools and to identify key challenges and concerns students encounter with AI applications in education. The data for this study will be collected through quantitative research methods. Data will be collected through structured questionnaire from the samples. This research seeked to enrich the existing literature on AI in education by offering nuanced insights valuable to educators, policymakers, and developers who are striving to create AI tools that resonate with the unique needs and expectations of students. The ultimate goal is to maximize educational outcomes while nurturing a supportive and student-centered learning atmosphere that fosters engagement and academic success. This research will illuminate the path forward for harnessing AI technology to enhance educational experiences. References 1. Ahmad, Almassaad., Hayat, Alajlan., Reem, Alebaikan. (2024). Student Perceptions of Generative Artificial Intelligence: Investigating Utilization, Benefits, and Challenges in Higher Education. Systems 2. Ajda, Fošner. (2024). University Students’ Attitudes and Perceptions towards AI Tools: Implications for Sustainable Educational Practices. Sustainability. 3. Baker, R. S., & Smith, J. (2019). The future of AI in education: How can we ensure it's fair? Educational Technology Research and Development. 4. Buana, Dwii., Pius, John, Bassey. (2024). Embracing ai in education: indonesian university students' perspectives on opportunities and concerns. The American journal of social science and education innovations. 5. Chen, X., et al. (2020). Personalized learning in the AI era: A review. Journal of Educational Technology. 6. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008 7. Lam, Ky, Nhan. (2024). Exploring Students’ Perceptions of AI-Powered Assistants in Enhancing English Speaking Proficiency. International journal of innovative science and research technology. 8. Luckin, R., Holmes, W., Griffiths, M., & Forcier, L. B. (2016). Intelligence unleashed: An argument for AI in education. UCL Institute of Education Press. 9. Nenad, Djokić., Nikola, Milićević., Ines, Djokic. (2024). Intelligent Tutoring Systems and Distance Education – Students Perceptions. Proceedings of the World Conference on Education and Teaching. 10. Rebecca, Marrone., Andrew, Zamecnik., Srécko, Joksimovíc., Jarrod, Johnson., Maarten, de, Laat. (2024). Understanding Student Perceptions of Artificial Intelligence as a Teammate. Technology, Knowledge, and Learning. 11. Selwyn, N. (2019). Should robots replace teachers? AI and the future of education. Polity Press.
Exploring Parasocial Relationships in Podcast Listening: A Study of Tamil Listeners of Motivational Podcasts
Abstract In India, the widespread adoption of podcasts, spurred by the accessibility of low-cost smartphones and data plans, has elevated motivational Tamil podcasts to a vital role in empowering the youth.This study examines the phenomenon of parasocial relationships (PSRs) among 300 young Tamil individuals, aged 18 to 30, residing in Tamil Nadu, who engage with motivational podcasts. The study uses a quantitative online survey to test the Parasocial Interaction Theory to predict the level of PSR, its relations with listening behaviors, host authenticity perception, as well as motivational consequences such as selfefficacy. The findings show that the levels of PSR are moderate-high (M = 3.82, SD = 0.67 on a 5-point scale) and have a strong positive correlation with listening frequency (r = .32, p <.001) and authenticity (r =.45, p <.001). The connection between podcast exposure and increased self-efficacy was mediated by PSRs (b =.28, p <.01). The results highlight cultural peculiarities within the context of South India, where collectivism is an essential value that enhances relationships. Implications imply that podcasters have created ethical authenticity to contribute to the development of youth, which has created a research gap in non-Western media. REFERENCES Al-Mansoori, A., Al-Emadi, A., & Al-Khalifa, H. (2024). Exploring uses and gratifications of podcasts among young Arab audiences: A case study in the UAE. Entertainment Computing, 53, Article 100883. https://doi.org/10.1016/j.entcom.2024.100883 Auter, P. J., &Palmgreen, P. (2000). Development and validation of a parasocial interaction measure: The audience-persona interaction scale. Communication Research Reports, 17(1), 79-89. https://doi.org/10.1080/08824090009388753 Brinson, N. H., Lemon, L. L., & Bender, C. (2022). Investigating the effects of host trust, credibility, and authenticity on podcast advertising. Journal of Marketing Communications, 28(5), 558-578. https://doi.org/10.1080/13527266.2022.2054017 Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. https://doi.org/10.1080/00332747.1956.11023049 Jones, R., & Lee, S. (2024). The impact of podcast-based interventions on mental health. PLOS Mental Health, 1(2), Article e0000272. https://doi.org/10.1371/journal.pmen.0000272 Liebers, N., & Schramm, H. (2022). Parasocial interactions and relationships with media characters – Current research trends and topics. Psychology of Popular Media, 11(4), 506–512. https://doi.org/10.1037/ppm0000415 Lin, S. (2023). Difference of parasocial relationships between China and Korea under various social and cultural backgrounds. Proceedings of the 4th International Conference on Educational Innovation and Philosophical Inquiries, 1, 224–231. https://doi.org/10.54254/2753-7064/10/20231330 Maloney Yorganci, K. T., & McMurtry, L. G. (2024). Exploring authenticity and parasocial relationships in stand-up comedian-hosted podcasts. Journal of Radio & Audio Media. https://doi.org/10.1080/19376529.2024.2432023 Mayer, F., Auschel, E., Baumbach, M., & Schindler, K. (2024). Corporate communication through podcasts: The impact of voice-fit and attention during listening on parasocial interaction with the host and persuasive effects. Journalism & Mass Communication Quarterly. https://doi.org/10.1080/19376529.2024.2396840 Nadora, M. (2019). Parasocial relationships with podcast hosts [Undergraduate honors thesis, Portland State University]. PDXScholar. https://doi.org/10.15760/honors.789 Schlütz, D., &Hedder, I. (2021). Aural parasocial relations: Host–listener relationships in podcasts. Journal of Radio & Audio Media, 28(2), 229-248. https://doi.org/10.1080/19376529.2020.1870467 Schmid, H., &Klimmt, C. (2011). A magically nice guy: Parasocial relationships with Harry Potter across different cultures. Media Psychology, 14(3), 305–332. https://doi.org/10.1177/1748048510393658 Singh, S. (2023). Top Indian podcasts. Simerjeet Singh Blog. https://www.simerjeetsingh.com/blog/top-indian-podcasts.html Tobin, S. J., & Guadagno, R. E. (2022). Why people listen: Motivations and outcomes of podcast listening. PLoS ONE, 17(4), Article e0265806. https://doi.org/10.1371/journal.pone.0265806 Vilceanu, M. O. (2023). Parasocial intimacy, change, and nostalgia in podcast listener reviews. Media and Communication, 11(1), 396–407. https://doi.org/10.17645/mac.v11i1.9059 Zou, Y., Sharpe, A., & Demant, D. (2025). The effectiveness of podcasts in promoting health among young people: A scoping review. Health Promotion International, 40(4), daaf102. https://doi.org/10.1093/heapro/daaf102
Parasocial Relationships, Motivational Podcasts, Tamil Youth, Podcast Listening Behavior, Media Psychology.
Media Analysis as a Tool for Indological Research: A Critical Discourse Perspective
Abstract An underexplored area in Indology is the potential impact of contemporary media narratives on understanding Indian history and culture. What is portrayed in today's media, including news, films, and social media posts, has the power to significantly shape the Indology of tomorrow. The present study utilizes critical discourse analysis as its methodological framework to scrutinize how language, power, and ideology intersect within media texts, revealing the underlying biases and assumptions that shape public perception and historical narratives. By focusing on three case studies—the Aryan Invasion Theory, the portrayal of Emperors Ashoka and Akbar, and the narratives surrounding Dr. B R Ambedkar and Mother Teresa—this paper explores how historical events and figures are reinterpreted and represented in contemporary media, influencing not only the cultural consciousness and collective memory but also interpretation of Indological sources themselves. The findings suggest that media analysis is not merely a complementary tool but an essential component of Indological studies. References Adluri, V., & Bagchee, J. (2014). The Nay-Science: A History of German Indology. Oxford University Press, USA. Berry, D. M. (2012). Introduction: Understanding the digital humanities. In Understanding digital humanities (pp. 1-20). London: Palgrave Macmillan UK. Bhandarkar, D. R. (1925). Asoka. University of Calcutta. Bharti, N. (2017). Guru–Shishya tradition of India vs. the fake baba phenomenon. India Foundation Journal, 5(6), 38–39. https://indiafoundation.in/india-foundation-journal-novdec-2017final Blommaert, J., & Bulcaen, C.(2000). Critical discourse analysis. Annual review of Anthropology, 29(1), 447-466. Cabrera, L. (2021). Ambedkar on the haughty face of dignity. Politics and Religion, 14(1), 83-105. Carlson, R., & Shield, B. (2008). Handbook for the Spirit. New World Library. Chattopadhyaya, D.& Gangopadhyaya, M. (1967). Nyaya Philosophy: Literal Translation of Gautama’s Nyayasutra and Vatsyayana’s Bhashya. Indian Studies. Danino, M. (2012). The Harappan Legacy. BBC Knowledge, 54-57. de Roover, J. (2015). Europe, India, and the Limits of Secularism. Oxford University Press. Elst, K. (2004). Linguistic Aspects of the Aryan Non-Invasion Theory. In The Indo-Aryan Controversy (pp. 234-281). Routledge. Eraly, A. (2003). The Mughal Throne: The Saga of India's Great Emperors. Weidenfeld & Nicolson. Fairclough, N. (2013). Critical discourse analysis. In The Routledge handbook of discourse analysis (pp. 9-20). Routledge. Galileo Commission Report. (2019). Beyond a materialist worldview: Towards an expanded science. Scientific and Medical Network. https://galileocommission.org/wp-content/uploads/2019/04/Science-Beyond-A-Materialist-World-View_compressed.pdf Hart, M. H. (1978). The 100: A Ranking of the Most Influential Persons in History. Hart Publishing company. Hitchens, C. (2012). The missionary position: Mother Teresa in theory and practice. Atlantic Books Ltd. Joseph, T. (2021). Early Indians: The Story of Our Ancestors and Where We Came From. Juggernaut. Kannan, K. S. (2018). Western Indology & Its Quest for Power: Proceedings of the Swadeshi Indology Conference Series. Infinity Foundation India. Keer, D. (2016). Dr. Ambedkar: Life and Mission. Popular Prakashan. Kenoyer, J. M. (1995). Interaction systems, specialised crafts and culture change: The Indus Valley Tradition and the Indo-Gangetic Tradition in South Asia. The Indo-Aryans of Ancient South Asia, 213-257. Keppens, M., & De Roover, J. (2014). Orientalism and the puzzle of the Aryan invasion theory. Pragmata: Journal of Human Sciences, 2(2), 51-76. Lahiri, N. (1925). Ashoka in Ancient India. Harvard University Press. Madan, T. N. (1987). Secularism in its place. The journal of Asian studies, 46(4), 747-759. Mukhopadhyay, S. (2019). Yogic Perceptions of Aryan-Dravidian Controversy. In S. Narayanan (Ed.), Proceedings of Swadeshi Indology Conference Series: Fount of Culture (pp. 245-260). Infinity Foundation India. Mukhopadhyay, S. (2025). Ashoka the Ungreat: A Legacy of Lies, Propaganda and Political Mythmaking. nTropi. Narasimhan, V. M., et al. (2019). The formation of human populations in South and Central Asia. Science, 365(6457), eaat7487. https://doi.org/10.1126/science.aat7487 Phelan, S. (2017). Critical discourse analysis and media studies. In The Routledge handbook of critical discourse studies (pp. 285-297). Routledge. Rajendran, C. (2011). Towards a more inclusive Indology: Problems and Prospects. Acta Universitatis Carolinae Philologica, (1), 17-24. Reich, D., et al. (2009). Reconstructing Indian population history. Nature, 461(7263), 489-494. https://doi.org/10.1038/nature08365 Sapp, J. (2014). Commentary: Genotype does not determine phenotype. International Journal of Epidemiology, 43(4), 1000–1002. https://doi.org/10.1093/ije/dyu064 Schulte, K. (2023). Indo-European languages: new study reconciles two dominant hypotheses about their origin. The Conversation. Retrieved July 1, 2025, from https://theconversation.com/indo-european-languages-new-study-reconciles-two-dominant-hypotheses-about-theirorigin-216098 Sebba, A. (1997). Mother Teresa: Beyond the Image. Doubleday. Shinde, V., et al. (2019). An ancient Harappan genome lacks ancestry from steppe pastoralists or Iranian farmers. Cell, 179(3), 729-735. https://doi.org/10.1016/j.cell.2019.08.048 Talageri, S. (2019). Genetics and the Aryan debate: "Early Indians" Tony Joseph's Latest Assault. Voice of India. Taylor, P., & Lewontin, R. (2021). The genotype/phenotype distinction. In E. N. Zalta (Ed.), The Stanford Encyclopedia of Philosophy (Summer 2021 Edition). Retrieved July 1, 2025, from https://plato.stanford.edu/archives/sum2021/entries/genotype-phenotype van Dijk, T. A. (2015). Critical discourse analysis. In D. Tannen, H. E. Hamilton, & D. Schiffrin (Eds.), The handbook of discourse analysis (2nd ed., pp. 466–485). John Wiley & Sons. Voytek, B. (2016). The virtuous cycle of a data ecosystem. PLoS computational biology, 12(8), e1005037. https://doi.org/10.1371/journal.pcbi.1005037 Wang, N. (2022). The rise of a new paradigm of literary studies: The challenge of digital humanities. New Techno Humanities, 2 (1), 28-33. https://doi.org/10.1016/j.techum.2022.11.001 Yakel, E., Faniel, I. M., & Maiorana, Z. J. (2019). Virtuous and vicious circles in the data life-cycle. Information Research, 24(2). University of Borås, Sweden. Retrieved from https://informationr.net/ir/24-2/paper821.html
Media Representation, Discourse Analysis, Indology, Decolonization, Genetics
Technology-Enhanced Pedagogy in Distance Education: Navigating the Opportunities and Challenges in the context of KKHSOU
Abstract The rapid integration of digital technologies has significantly reshaped the landscape of distance education, creating both opportunities and challenges for open universities. This study examines the role of technology-enhanced pedagogy in the context of Krishna Kanta Handiqui State Open University (KKHSOU), with a focus on how digital tools and platforms contribute to learner engagement, accessibility, and quality of instruction. The primary objective is to analyze the extent to which technology supports the university’s mandate of democratizing higher education, while also identifying the barriers faced by learners and instructors. The study employs a mixedmethods approach, combining quantitative survey data from 248 learners with qualitative insights gathered through the different technological tools and practices as seen in the field of ODL with special reference to Krishna Kanta Handiqui State Open University (KKHSOU). This design allows for a comprehensive understanding of both measurable outcomes and lived experiences of stakeholders. Preliminary findings suggest that while technology enhances interactivity, flexibility, and access to diverse resources, its effective use is constrained by digital illiteracy, infrastructural limitations, and regional disparities. The research highlights the need for context-specific strategies to strengthen digital inclusivity and pedagogical support. The study contributes practical recommendations for improving technology integration within distance education, ensuring equitable and effective learning experiences. References Anderson, T., & Dron, J. (2011). Three generations of distance education pedagogy. International Review of Research in Open and Distributed Learning, 12(3), 80–97. https://doi.org/10.19173/irrodl.v12i3.890 Bates, T. (2015). Teaching in a digital age: Guidelines for designing teaching and learning. Tony Bates Associates Ltd. https://opentextbc.ca/teachinginadigitalage/ CAST. (2018). Universal design for learning guidelines version 2.2. CAST. http://udlguidelines.cast.org Conrad, D., & Openo, J. (2018). Assessment strategies for online learning: Engagement and authenticity. Athabasca University Press. Ellis, R. A., Han, F., & Pardo, A. (2020). Quality in blended learning environments—Significant differences in how students approach learning collaborations. Computers & Education, 147, 103777. https://doi.org/10.1016/j.compedu.2019.103777 Garrison, D. R., Anderson, T., & Archer, W. (2000). Critical inquiry in a text-based environment: Computer conferencing in higher education. The Internet and Higher Education, 2(2–3), 87–105. https://doi.org/10.1016/S1096-7516(00)00016-6 Ifenthaler, D., & Yau, J. Y.-K. (2020). Utilising learning analytics for study success: Reflections on current empirical findings. Research and Practice in Technology Enhanced Learning, 15(1), 4. https://doi.org/10.1186/s41039-020-00129-4 Kanwar, A., Balasubramanian, K., & Umar, A. (2010). Towards sustainable open learning systems: The role of ICTs. International Review of Research in Open and Distributed Learning, 11(1), 1–8. https://doi.org/10.19173/irrodl.v11i1.792 Mishra, P., & Koehler, M. J. (2006). Technological pedagogical content knowledge: A framework for teacher knowledge. Teachers College Record, 108(6), 1017–1054. https://doi.org/10.1111/j.1467-9620.2006.00684.x Moore, M. G. (2013). The theory of transactional distance. In M. G. Moore (Ed.), Handbook of distance education (3rd ed., pp. 66–85). Routledge. National Education Policy. (2020). National education policy 2020. Ministry of Education, Government of India. https://www.education.gov.in/nep-2020 UNESCO. (2019). Recommendation on open educational resources (OER). United Nations Educational, Scientific and Cultural Organization. https://unesdoc.unesco.org/ark:/48223/pf0000370936 Zawacki-Richter, O., Marín, V. I., Bond, M., & Gouverneur, F. (2020). Systematic review of research on artificial intelligence applications in higher education—Where are the educators? International Journal of Educational Technology in Higher Education, 16(1), 39. https://doi.org/10.1186/s41239-019-0171-0
Technology-Enhanced Pedagogy, Open and Distance Learning, Kanta Handiqui State Open University
Bridging Theory and Practice: B.Ed. Students' Internship Experiences and Challenges
Abstract The internship is a vital component of teacher education, playing a significant role in in bringing theoretical understanding with practical experience. This study explores the experiences and various challenges faced by second-year B.Ed. students during their 16-week internship. Using a quantitative approach, data were collected from 132 valid responses. The findings indicate that the internship contributed to professional development by enhancing teaching skills, building confidence and engaging students in teacher-related activities. Students also acknowledged the cooperation and guidance received from their supervisors, along with improvements in conducting morning assemblies, preparing question papers, and corresponding with parents. On the other hand, several challenges were reported such as classroom management difficulties, inadequate infrastructure in allotted schools and challenges in preparing teaching aids and designing constructivist-based lesson plans. However, most students managed lesson planning effectively, suggesting that the pre-internship training was adequate. The study emphasizes the need for improved logistical planning and stronger institutional support to enhance the overall internship experience. References Behera, B., Nayak, S. L., Panigrahi, S., & Panigrahi, C. (2024). Internship of B.Ed. students experience and their personal development. International Journal of Creative Research and Thoughts, 12(3), a198–a205. https://www.ijcrt.org/papers/IJCRT2403025.pdf Gangadhara Chary, K., & Perumal, B. V. (2022). A critical analysis of B.Ed. student teachers perception on school internship program. Education India: A Quarterly Refereed Journal of Dialogues on Education, 11(2), 1–11. Gupta, S. (2019). Perceptions and experiences of B. Ed. students about internship and sessional work. MIER Journal of Educational Studies Trends and Practices, 109–120. http://mierjs.in/index.php/mjestp/article/view/1383 Harish, R., & Patil, S. S. (2022). Effectiveness of internship programme in secondary teacher education course of Tumkur University perceived by teacher educators. Journal of Emerging Technologies and Innovative Research, 9(12), g247–g252. https://www.jetir.org/papers/JETIR2212639.pdf Jeevanantham, V., & Muthuchamy, I. (2022). Perception of B. Ed trainees towards internship: A study on construction and validation of the tool. International Journal of Health Sciences, 6(S5), 2383–2390. https://doi.org/10.53730/ijhs.v6nS5.9150 Kaur, H. (2024). Evaluating effectiveness and challenges in B.Ed. student teacher internships. Shodh Sari—An International Multidisciplinary Journal, 3(4), 67–76. https://doi.org/10.59231/SARI7747 Khajuria, S. (2024). Perception of M.Ed. student-teachers towards internship as a part of teacher training programme. International Journal for Multidisciplinary Research, 6(1), 1–6. https://www.ijfmr.com/papers/2024/1/14216.pdf Khan, R., & Trique, M. (2022). Exploring the effectiveness of school internship in virtual environment from the perspectives of B.Ed. pupil teachers. International Journal of Health Sciences, 6(S2), 15128–15139. https://doi.org/10.53730/ijhs.v6nS2.9000 Malsawmi, H., Lalrampari, E., Lalrinmawii, E., & Lalmuanzuali. (2019). B.Ed student-teachers' perception about internship with reference to gender. Mizoram Educational Journal, 5(2), 12–25. Otara, A. (2014). Students' perceptions on education internship program in Rwanda: effectiveness and challenges. European Journal of Educational Sciences, 1(2), 181–193. https://files.eric.ed.gov/fulltext/EJ1236774.pdf Parida, D., & Panda, A. R. (2024). Perception of B. Ed. trainee towards school internship of self-financing B. Ed. programme in Odisha. International Journal of Literacy and Education, 4(1), 190–194. Available at https://www.educationjournal.info/article/185/4-1-33-420.pdf Rani, N. (2019). A study of the B.Ed internship programme as perceived by teacher educators and student teachers. Journal of Emerging Technologies and Innovative Research, 6(6), 171–176. Rastogi, S. (2024). Study of gender-based attitudes of trainees towards internship in the B.El.Ed. curriculum. International Journal of Research and Analytical Reviews (IJRAR), 11(3), 144–146. Reddy, M. R., & Paul, S. (2025). Occupational stress in B.Ed. student teachers during internship: Causes, impacts and management. The International Journal of Indian Psychology, 13(1). https://doi.org/10.25215/1301.135 Roy, S. (2023). Effect of internship on B.Ed. trainees. Journal of Learning and Educational Policy, 3(2), 14–24. https://doi.org/10.55529/jlep.32.14.24 Sahoo, S. (2024). The future of teacher education in India: emerging practices and paradigms. EPRA International Journal of Environmental Economics, Commerce and Educational Management, 11(3), 9–19. https://eprajournals.com/IJCM/article/12477/abstract Sharma, A., & Chahal, D. (2022). A study of internship programme in teacher education. International Journal of Education, Modern Management, Applied Science & Social Science (IJEMMASSS), 4(2I), 89–92. Singh, V., & Dhawan, S. (2025). Perception of pupil teachers on the internship program in B.Ed. International Research Journal of Humanities and Interdisciplinary Studies (IRJHIS), 6(4), 19–25. Tripathi, Vivek, & Verma, S. K. (2023). A study of attitude towards language proficiency of two-year B.Ed. and D.El.Ed. trainees. Current Journal, 7, 65–70. DOI:10.5281/zenodo.13268025 Ummaimah, Summiya, & Hafsa. (2022). Exploring problems, faced by B.Ed (1.5 year) program students’ during their stay at Institute of Education and Research, Lahore. Bulletin of Education and Research, 44(1), 77–84. Yudhister, D. (2024, June). A study of attitude of student teacher towards internship programme in B.Ed course. International Journal for Research Publication and Seminars, 15(2), 378–384. https://doi.org/10.36676/jrps.v15.i2.1625
B.Ed. Students, Internship, Experience, Challenges, Education
Evolving Portrayals: An Analysis of Indian Tea and Coffee brand advertisements from 2012-2023
Abstract This research studies the evolution of advertising in Indian tea and coffee brands from 2012 to 2023, with a focus on gender roles and societal perceptions. Analysing 40 advertisements through qualitative content analysis and assessing sentiments using YouTube comments, the study highlights a notable shift from traditional gender stereotypes to more progressive and inclusive portrayals of gender. It also explores how these advertisements reflect broader societal changes and influence consumer behaviour. Sentiment analysis reveals mixed public reactions to these evolving portrayals. This study deepens the understanding of advertising’s impact on social norms and provides strategic insights for advertisers seeking to connect with contemporary cultural dynamics. References Agius, S. (2013). Qualitative research: Its value and applicability. The Psychiatrist, 37, 204–206. https://doi.org/10.1192/pb.bp.113.042770 Blackstone, A. M. (2003). Gender roles and society. In J. R. Miller, R. M. Lerner, & L. B. Schiamberg (Eds.), Human ecology: An encyclopedia of children, families, communities, and environments (pp. 335–338). ABC-CLIO. https://digitalcommons.library.umaine.edu/soc_facpub/1/ BolañosMelgar, L., & Elsner, R. (2016). A review of advertising in the 21st century. International Journal of Business Administration, 7(4). https://doi.org/10.5430/ijba.v7n4p67 Chatley, P. (2018). Portrayal of women in advertising. International Journal of Research in Humanities, Arts and Literature, 6(7), 15–19. Daymette, L., & Morales, D. M. (2017). The history of advertising. Eirini, T. (2020). The changing roles of gender in advertising: Past, present, and future. 7, 28–44. https://doi.org/10.25364/02.7:2020.2.3 Geena Davis Institute on Gender in Media, & UNICEF. (2021). Gender bias and inclusion in advertising in India. Delhi. Kapur, R. (2023). Understanding norms and values within Indian society. Karamibekr, M., & Ghorbani, A. (2012). Sentiment analysis of social issues. In Proceedings of the 2012 ASE International Conference on Social Informatics (SocialInformatics 2012) (pp. 215–221). https://doi.org/10.1109/SocialInformatics.2012.49 Kartiawan, I., Pratiwi, D., & Juniartha, I. (2022). Discovering the implied meaning of signs used in toothpaste advertisement videos. Kulturistika: Jurnal Bahasa dan Budaya, 6(2), 106–111. https://doi.org/10.22225/kulturistika.6.2.3827 Kekhrietshunuo Kire, & Rajkumar, P. R. (2017). Culture influence on consumer behavior. International Journal of Advance Research and Innovative Ideas in Education, 3(4), 1178–1185. Kire, R., & Rajkumar, P. (2017). Culture influence on consumer behavior. Kniazian, A. (2014). Gender stereotypes in advertising. Armenian Folia Anglistika, 10, 82–87. https://doi.org/10.46991/AFA/2014.10.1-2.082 Kumar, A., & Pathak, P. (2016). Synergizing advertising campaigns with appeals: A perspective through cases. Global Business Review, 17, 1–15. https://doi.org/10.1177/0972150916645680 Macnamara, J. R. (2005). Media content analysis: Its uses, benefits and best practice methodology. Asia Pacific Public Relations Journal, 6(1), 1–34. Middleton, K., & Turnbull, S. (2021). How advertising got “woke”: The institutional role of advertising in the emergence of gender progressive market logics and practices. Marketing Theory, 21(4), 561–578. https://doi.org/10.1177/14705931211035163 Mohammed, A. (2019). Portrayal of women in Indian advertisements: From objectification to empowerment. In The new millennium woman: From barrier to warrior. Nandi, S. (2019). Effectiveness of Indian advertisements breaking stereotypes: A comparative analysis using the hierarchy of effects model. Indian Journal of Marketing, 49(3), 7–24. https://doi.org/10.17010/ijom/2019/v49/i3/142143 Parveen, H., & Showkat, N. (2017). Content analysis. In 1M27 – Content analysis, P2 – Communications research, media & communication studies. Reghunath, S., & Sreena, K. (2023). Representation of gender stereotypes in Indian advertisements: An analysis of Ariel’s #Share The Load campaign. ShabdKosh: Journal of Visual and Performing Arts, 4(1SE), 99–106. https://doi.org/10.29121/shodhkosh.v4.i1SE.2023.505 Richards, J., Daugherty, T., & Logan, K. (2009). Advertising history. Universidad de Matanzas “Camilo Cienfuegos”. Sama, R. (2019). Impact of media advertisements on consumer behaviour. Journal of Creative Communications, 14(1), 54–68. https://doi.org/10.1177/0973258618822624 Tamil. (2021, February 24). iD Instant Filter Coffee Liquid – Filter Coffee at home. Instantly [Video]. YouTube. https://www.youtube.com/watch?app=desktop&v=_0kU9osDCYU Tea Valley. (n.d.). Original Tea Valley Gold. Retrieved June 22, 2024, from https://teavalley.com/product/original-tea-valley-gold/ Ugwu, C., Eze, V., & Kiu Publication. (2023). Qualitative research. 8, 20–35. Welukar, R., & Harichandan, D. (2011, October). Advertising (Introduction to advertising). SYBA/SYBCom, University of Mumbai.
Tea, Coffee, Advertising, Men, Women, Gender, Indian