Journal of Content, Community and Communication Vol. 6 Year 3, June - 2017 [ISSN: 2395-7514 (Print)], 2017
Humor has been used as a tool against oppression since ages. With the advent of digital technolog... more Humor has been used as a tool against oppression since ages. With the advent of digital technologies, internet memes have gained prominence. Memes are mediums that communicate information through humor and satire. Today, internet memes have become a part of the political campaigning. This research paper thus analysis how internet memes have been used to communicate political satire. The study deals with the impact of internet memes on digital natives and digital migrants in India. Parameters like political engagement, influence on political views and voting behaviour are used to analyse the impact of memes. Using questionnaire as a tool for data collection, the research concludes that internet memes are used as a tool of political discourse but does not have a major impact on audience although it improves political engagement of the digital natives.Elaboration likelihood model and Agenda setting theory is used as a theoretical base for the study.
Conference Paper- International Conference on Emerging Economies, 2019
Corporatization technological advancements and corporate restructuring have changed the dynamics ... more Corporatization technological advancements and corporate restructuring have changed the dynamics of Indian media and has brought a paradigm shift in the economics of mediums. This research paper analyses the Reliance-Network 18 M&A deal to understand whether the Schumpeterian concept of Creative Destruction can be applied to media markets in emerging economies. This study focuses on 'Innovation' as a major element in functioning of markets. The research work measures the impact of vertical integration and the resultant effect on 'Creative Destruction' through a qualitative research approach. Grounded theory is applied for analysis. Theoretical concepts from Industrial Organisation and Contingency Theory are used as a framework for this study. The research aims to examine the economies of scope of Indian media conglomerates and develops a 'Creative Destruction and Innovation model for Emerging Economy'.
Pandharpur Wari is a pilgrimage that brings together lakhs of people from rural Maharas through t... more Pandharpur Wari is a pilgrimage that brings together lakhs of people from rural Maharas through their immense faith in Lord Vitthal. Even though it is just a pilgrimage for the devo is an excellent portrayal of efficient management of economics, human resources, and fina which bring about socioeconomic transformation in the lives of individuals. From an econ perspective, moving bazaar, work distribution, promotion of products using innovative m mix, earnings of crores of rupees through small, and medium scale businesses and a plat that provides employment opportunities are some of the features of this pilgrimage. A journey of faith This 21-day long annual pilgrimage to Pandharpur is done in the months of June-July. pilgrims, known as 'Warkaris' in Marathi, carry the (sandals) of Saints Dnyaneshwar and Tuka from Alandi and Dehu in the Pune district to Pandharpur in Solapur district of Maharashtra. The palanquin procession includes a pilot bullock-cart which is followed by two cerem horses, chariots, and are groups of people from different villages who come together procession. There are thousands of such processions which walk for approximately kilometres while being engrossed in devotional songs, dances and prayers in the praise of Vitthal. Economics of Pandharpur Wari The management of public health, sanitation, waste, traffic, civic control, food accommodation for the pilgrims is handled with expertise. Most of the pilgrims are farme occupation. These people prepare their land for cultivation of Kharif crops and then procee the pilgrimage. A few of them also are engaged as labourers, traders or are employe organised and unorganised sector jobs. Small businesses and corporates use this platform to publicise their products and serv through various media channels. To target these markets, below the line (BTL) activities are by the corporates. A unique BTL activity for promotions was done during the pilgrim this yea selling M&M peanuts. This company provided the pilgrims with thick plastic sheets which their advertisement printed on it. These sheets were provided free of cost to the pilgrims as were used by them for placing by the roadside to rest during afternoon hours. The company its sales increased by 15% due to this promotional strategy. The activity not only helped M peanuts in increasing sales but also helped the company in building their brand image ac rural Maharashtra. 'Moving bazaar' in the pilgrimage The concept of a moving is a unique feature of this pilgrimage. Apart from the local sellers, t are people who travel from adjoining states like Andhra Pradesh and Karnataka and set up markets in the villages from where the pilgrims travel. These include food stalls, pushcarts of NEWS
Journal of Content, Community and Communication Vol. 6 Year 3, June - 2017 [ISSN: 2395-7514 (Print)], 2017
Humor has been used as a tool against oppression since ages. With the advent of digital technolog... more Humor has been used as a tool against oppression since ages. With the advent of digital technologies, internet memes have gained prominence. Memes are mediums that communicate information through humor and satire. Today, internet memes have become a part of the political campaigning. This research paper thus analysis how internet memes have been used to communicate political satire. The study deals with the impact of internet memes on digital natives and digital migrants in India. Parameters like political engagement, influence on political views and voting behaviour are used to analyse the impact of memes. Using questionnaire as a tool for data collection, the research concludes that internet memes are used as a tool of political discourse but does not have a major impact on audience although it improves political engagement of the digital natives.Elaboration likelihood model and Agenda setting theory is used as a theoretical base for the study.
Conference Paper- International Conference on Emerging Economies, 2019
Corporatization technological advancements and corporate restructuring have changed the dynamics ... more Corporatization technological advancements and corporate restructuring have changed the dynamics of Indian media and has brought a paradigm shift in the economics of mediums. This research paper analyses the Reliance-Network 18 M&A deal to understand whether the Schumpeterian concept of Creative Destruction can be applied to media markets in emerging economies. This study focuses on 'Innovation' as a major element in functioning of markets. The research work measures the impact of vertical integration and the resultant effect on 'Creative Destruction' through a qualitative research approach. Grounded theory is applied for analysis. Theoretical concepts from Industrial Organisation and Contingency Theory are used as a framework for this study. The research aims to examine the economies of scope of Indian media conglomerates and develops a 'Creative Destruction and Innovation model for Emerging Economy'.
Pandharpur Wari is a pilgrimage that brings together lakhs of people from rural Maharas through t... more Pandharpur Wari is a pilgrimage that brings together lakhs of people from rural Maharas through their immense faith in Lord Vitthal. Even though it is just a pilgrimage for the devo is an excellent portrayal of efficient management of economics, human resources, and fina which bring about socioeconomic transformation in the lives of individuals. From an econ perspective, moving bazaar, work distribution, promotion of products using innovative m mix, earnings of crores of rupees through small, and medium scale businesses and a plat that provides employment opportunities are some of the features of this pilgrimage. A journey of faith This 21-day long annual pilgrimage to Pandharpur is done in the months of June-July. pilgrims, known as 'Warkaris' in Marathi, carry the (sandals) of Saints Dnyaneshwar and Tuka from Alandi and Dehu in the Pune district to Pandharpur in Solapur district of Maharashtra. The palanquin procession includes a pilot bullock-cart which is followed by two cerem horses, chariots, and are groups of people from different villages who come together procession. There are thousands of such processions which walk for approximately kilometres while being engrossed in devotional songs, dances and prayers in the praise of Vitthal. Economics of Pandharpur Wari The management of public health, sanitation, waste, traffic, civic control, food accommodation for the pilgrims is handled with expertise. Most of the pilgrims are farme occupation. These people prepare their land for cultivation of Kharif crops and then procee the pilgrimage. A few of them also are engaged as labourers, traders or are employe organised and unorganised sector jobs. Small businesses and corporates use this platform to publicise their products and serv through various media channels. To target these markets, below the line (BTL) activities are by the corporates. A unique BTL activity for promotions was done during the pilgrim this yea selling M&M peanuts. This company provided the pilgrims with thick plastic sheets which their advertisement printed on it. These sheets were provided free of cost to the pilgrims as were used by them for placing by the roadside to rest during afternoon hours. The company its sales increased by 15% due to this promotional strategy. The activity not only helped M peanuts in increasing sales but also helped the company in building their brand image ac rural Maharashtra. 'Moving bazaar' in the pilgrimage The concept of a moving is a unique feature of this pilgrimage. Apart from the local sellers, t are people who travel from adjoining states like Andhra Pradesh and Karnataka and set up markets in the villages from where the pilgrims travel. These include food stalls, pushcarts of NEWS
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