In India, the practice of permission-based SMS advertising is yet to evolve as a marketing practice and mobile users resist SMS advertising in its current format due to unauthorised spamming. Given this context, what factors constitute the acceptance or rejection of SMS advertising is still unclear. So, the study investigated the factors…[Read more]

This study critically examines television commercials advertising AXE, a male body spray. Using the framework of male gaze, originally coined by Laura Mulvey, which manipulates the viewer’s (and camera’s) perspective, this analysis uncovers the ubiquitous myth that exposes such instinctual voyeuristic pleasures. This psychoanalytic inv…[Read more]

New technology has been credited with the ability to extend human senses. However, adaptation and use of technology has been reported to be intricately mediated by usefulness and ease of use of technology among other contingencies. While Technology Acceptance Model (TAM) has provided the theoretical basis for adaptation and use of technology in a…[Read more]

Binge TV-watching marks a new era of TV-watching behavior among youth. It is a result of dependence on new media and the widespread usage of smart phones connected to the Internet. The study investigates binge-watching among a sample of Arab residents in United Arab Emirates. It examines how binge-watching might correlate to depression and…[Read more]

An online survey is reported that was carried out with more than 385 social media users aged 18 and over and extracted from nine Arab countries; Bahrain, Egypt, Algeria, Libya, Iraq, Kuwait, Syria, Jordan and Yemen. This research focuses on the use of Facebook by a selected group called Open Media Library (OML) which have interests in social media…[Read more]

Recent years have seen a sequence of “moral panics” regarding accessibility of information on the internet and its exercise for criminal/harmful activity. Such problems and wider availability of internet raises the public policy concerns among governments over whether the internet should be regulated or not. Some believe it should not, con…[Read more]

This paper examines the divergence and impact of Chilean news media and their uses of Facebook as a tool to deliver news and information and engagement with their audience. It also looks at the emergence of new digital media organizations during the last decade in Chile as a response to a concentrated duopoly market in the country. To do so, this…[Read more]

The “civility crisis” has been a big concern in the U.S. and abroad at least since the 1990s. Evidence suggested that uncivil attacks in political discourse have a negative impact on political trust. Administering an online survey with an experiment embedded in it, the study seeks to find out whether source and uncivil commentary in a news sto…[Read more]

Las herramientas de publicación como Edition Visualization Technology (EVT) tienen la ventaja principal de facilitar y agilizar el proceso de publicación web de ediciones codificadas en XML/TEI. El editor puede actuar de manera autónoma y no precisa ser experto en desarrollo web, pues es suficiente descargar la herramienta, cambiar algunos pa…[Read more]

This paper, attempted to answer, how, in the age of totalizing mediated
communication, the role of a cultural expert (i.e. a person with knowledge and
competence for interpreting the cultural phenomena encountered by a non-reflexive
person in everyday life) is transformed. Terms ‘communicative capitalism’ and
‘digital labour’ were used in this…[Read more]

Uses and gratifications research helps in finding out how audience makes use of
mass media to gratify their needs. Media research can help both the industry and
the academia to map audience behaviour which is very much connected to various
factors such as geography, culture, education and socio-economic circumstances.
This research conducted…[Read more]

The guerrillas of the modern day marketing arena have been eyeing the innovative
strategies to promote their products. They aim to grab the maximum attention
with least amount the capital spent. This is what guerrilla marketing revolves
around. YouTube has evolved as one such platform. It is being used as a powerful
medium by the marketing…[Read more]

In the contemporary society, Facebook, WhatsApp, Twitter, and Instagram are not
merely words, but are synonymous to a person’s identity. Though the extensive use
of social media is capable of rendering a huge amount of benefits in terms of
ease of communication, lightening marketing reach and so on, the graver sides of
the same requires t…[Read more]

Hindi cinema has always been a better citation for Indian culture. Now it is an
accepted proof for the changing scenarios of modern India. The cinema has shaped
and portrayed Indian culture to the extent that the sixth art forms could ever
achieve. Hindi cinema has a great influence on common man who sees the different
symbols of daily life…[Read more]

The 1960s was a period of social change in countries around the world and in
hundreds of cities in the United States. We argue that music played a rhetorical
role in bringing a vast array of people together behind a wide range of issues. The
music of Bob Dylan unified people together, making Dylan a kind of prophet that
put into music the…[Read more]

India though being the birthplace of the ancient science of sex, it is really a matter
of shame that the post British India, considers it a taboo, to talk and discuss it in
the public. Like many other ancient scriptures and technologies that were all
initiated by India, but are now used and further developed by the western world,
India, in…[Read more]

The purpose of this article was to examine the perception of the audience regarding
the portrayal of women in Indian TV advertisements and the perception difference
among them on the basis of their gender. 125 young adults comprising of 63 males
and 62 females were selected randomly as the sample for the study. Primary data
was collected…[Read more]

This article describes the context that the city of Chihuahua, Mexico witnessed
during the years 2007-2012 regarding the war that took place between the Mexican
government and organized crime groups; centering the analysis on the particular
role that the different types of newspapers (digital and printed) played on
informing the violence that…[Read more]

The idea of being a pretty boy was hailed as a regional privileged male ideal in
Asia after the booming of Korean wave in late 1990s that saw Korean drama featuring
men that openly embrace both masculine and feminine traits. They were often
described as tall, possessing a slim feminine face, fashionable and romantic.
While the pretty boy image…[Read more]

This study aims at appropriating the social and print media construct and coverage
of human rights violations in the post Eelam war between Indian Tamil fishermen
and their conflict with Sri Lankan Navy in the Palk Bay. The alleged intrusion of the
Indian trawlers into the Sri Lankan water and the rebuttal by Sri Lankan Navy
leading to the…[Read more]