Papers by Santosh K Patra
Between Knowledge and Power: Political Agenda and Social Engagement of Political Elites through Micro-Blogging (Twitter) in India
Journal of Mass Communication & Journalism
Media Watch
This paper brings together the perspective of social production of space as a 'category' which cr... more This paper brings together the perspective of social production of space as a 'category' which creates the 'inter-subjective' world of virtual reality where interaction is subjected to individual's virtual 'privacy' and in turn shapes their extended 'self and identity'. This reality keeps on negotiating with the actor as an external entity which can be identified as 'identity' and also as an internal entity which is often categorised as 'self'. The perspectives on extension of space blurred the notion of reality and imagination by identifying itself with Baudrillard's (1983) notion of 'hyper-reality'. And this is being considered to study the 'intersubjectivity' of virtual reality. Empirically, the paper focuses on young Facebook user's behaviour to understand major questions like young users concern on the issue of 'privacy' in virtual space and their presentation of 'self and identity'. For the construction of the young user's notion on "privacy, self and identity", we have considered the qualitative explanation provided by 80 young users across different parts of the country.
Brand Building in the Era of Mobility and Emergence of 'New Imagined Communities': A Conceptual Analysis
Indian Journal of Marketing, 2013
Media Watch, 2018
This paper brings together the perspective of social production of space as a 'category' ... more This paper brings together the perspective of social production of space as a 'category' which creates the 'inter-subjective' world of virtual reality where interaction is subjected to individual's virtual 'privacy' and in turn shapes their extended 'self and identity'. This reality keeps on negotiating with the actor as an external entity which can be identified as 'identity' and also as an internal entity which is often categorised as 'self'. The perspectives on extension of space blurred the notion of reality and imagination by identifying itself with Baudrillard's (1983) notion of 'hyper-reality'. And this is being considered to study the 'intersubjectivity' of virtual reality. Empirically, the paper focuses on young Facebook user's behaviour to understand major questions like young users concern on the issue of 'privacy' in virtual space and their presentation of 'self and identity'. For...
Journal of Global Communication, 2015
The meaning of space and time changes multifold when applied to the virtual world of internet whe... more The meaning of space and time changes multifold when applied to the virtual world of internet where there is not any demarcated space or stipulated time for things to operate. In this crossover of space and time a defined agenda of mass communication has taken a back seat. Earlier the capacity to reach was a measure for mass communication but now the speed of reach is also equally important. As is often the case with masses, some communications are preferred (or privileged) over the others which are rejected. Every second there is large amount of information being dumped into the cyber space, but only a selected few manage to reach the masses while others remain ignored. This phenomenon of high speed communication is popularly known as 'viral communication' and can occur anywhere irrespective of packaging or medium. It has been observed that certain messages, pictures, stories or videos have gone viral in the internet driven virtual space. This raises the questions: why this selective viral spreading happens and how certain content is more privileged than others? This triggered us to study a specific set of communication and explore what are the key attributes of privileged content over the other through the present work. For the purpose of this study we have specifically looked at online videos on the popular website YouTube which had gone viral in the year 2014 and have a minimum of one million views. The aim was to identify key parameters which if present could ensure a video to go viral. This study would not only help the amateur content producer to gain multiple views but also cater to the marketing experts who have been trying to monetise social media to gain a share of conversation.
People actively participating on social networks like Facebook, Twitter and blogs are questioning... more People actively participating on social networks like Facebook, Twitter and blogs are questioning the age old logic of boundaries and space. V irtual networks like twitter have given space which not only explores individual self but also connects to a mass phenomenon emerging through thought leaders, celebrities or 'trend setters'. This study is an attempt to take the argument further and identify the emerging 'trend' in India through the celeb-tweets. To verify the argument empirically tweets of ten celebrities on twitter from Bollywood which include actors, choreographers, musicians, and producers were collected over a period of one month and tweet analysis was done by adopting hermeneutics as the method of data analysis. Appropriate codes were considered to address the major question of the paper on 'social trends' and the notion of 'being cool' to validate the question raised in the paper.
Major objective of the present study is to look at the relationship of personality traits of the ... more Major objective of the present study is to look at the relationship of personality traits of the young Facebook users with their behaviour on Facebook and the gratifications they obtain from Facebook usage. We have measured the gratifications with the help of 16 item scale developed on the basis of review of literature. The Facebook behaviour was measured in terms of number of friends and use of privacy settings on Facebook. The personality trait of users was measured in terms of the self-schema of Separateness- connectedness. A survey questionnaire was administered to the sample of 550 students who came from all over the country to attend the admission process of a well-known communication management school in India. Study concluded that perception of real self always gets reflected in the virtual behaviour of Facebook users. This can be considered as an extension of real self in their virtual behaviour. However, the comparison of the data between real space self-schema with the Facebook friendship behaviour gives more space to understand weather it is a mere extension or a modification in their real perception about their self.
Prime Minister of India Mr. Narendra Modi launched a national government project called “Jan Dhan... more Prime Minister of India Mr. Narendra Modi launched a national government project called “Jan Dhan Yojana”, with the aim of providing banking opportunity and insurance coverage to all the citizens of India including the under privileged section who until now did not open bank accounts or personal insurance. The aim of this project is to attract those people with low incomes, who lack knowledge, who feel they do not need banking service or do not have funds to open an account. The present study attempts to examine the Indian Financial Inclusion in the context of Individual participation, through the case of Pradhan Mantri Jan Dhan Yojana. The paper aims to understand the consumer participation and non-participation and its implications as a financial inclusion strategy. The paper evaluates the impact of digital divide on digital participation of the consumers in the context of internet and mobile banking service users.
The purpose of this study is to identify the effect of education and family types on the women’s ... more The purpose of this study is to identify the effect of education and family types on the women’s health behavior, particularly their awareness related to maternal and child health. Two key issues have been identified to understand the challenges related to women’s health in the context of rural India. The first objective is to study rural women’s perspective and awareness about maternal and child health. The second objective is to determine the influence of education and family type (joint and nuclear) on awareness about health concerns of women and child. A quantitative survey was conducted and a structured questionnaire was administered to investigate the influence of education (both on the respondents and their family members) as well as the family type that the respondents belong to (nuclear and joint) on awareness about maternal and child health in rural Ahmedabad. To administer the questionnaire, 600 respondents were selected from five taluks, namely, Dhandhuka, Sanand, Bavala, Mandal, Ranpur of rural Ahmedabad by adopting convenience sampling. These taluks were selected based on their population, distance from highways, no common boundary share, and their distance from the district headquarter. This was done so as to ensure that geographical diversity among respondents of the study can be maintained. The study attempts to identify how family plays a very important role in determining the health of its members because it not only provides the members with the required socialization but also introduces them to ideas of well-being. Thus understanding the dynamics within a family with regard to its structures and the levels of education will help us understand how people in rural Ahmedabad perceive maternal and child health.
Within the dilemma and debate over popular culture and the shift in perspective between the eight... more Within the dilemma and debate over popular culture and the shift in perspective between the eighteenth and the nineteenth centuries when " popular " meant being seen from the point of view of people rather than from those seeking favour or power over them (Striniti, 1995), this paper intends to use both 'culture industry' of Adorno and Hall's approach to understand the popular culture in the context of Indian politics. With the notion of making a phenomenon " popular " , mass media contributes its share not only for creating consent but, also at points accommodating dissent within the framework of popular culture. Hence, politics, as a process and phenomena, has been able to enter the mainstream societal discourse as popular culture, and different forms of media have further facilitated the notion of " popular " within the politics of consent vs. dissent.
The definition of " Democracy " in India today is obfuscating. The kind of political scenario tha... more The definition of " Democracy " in India today is obfuscating. The kind of political scenario that India has been housing, especially since the last twothree decades, is forcing the public to make myriads of conjectures about the politics of India. Be it the post liberalisation phase beginning 1991 or 20112012 when the then ruling party of the republic was seen battling with internal crisis and issues of varied forms of corruptions or the subsequent upsurge of the India Against Corruption (IAC) movement by a heavy cluster of people; India has been facing a constant hammering on the construing of the word "Democracy ". T
Political Consensus in an Alternative Space
Question Concerning Power: Revisiting Heinous Crimes From Rape To Marital Rape
The study explores users’ online presentation and participation in social networking sites (SNSs)... more The study explores users’ online presentation and participation in social networking sites (SNSs). The major purpose is to find out as to how people participate in online media and ensure their presence in the context of ‘we’ and ‘they’ in SNSs. By adopting purposive sampling method, a total of 150 respondents have been selected in the age group of 15–22 and data has been collected by using both qualitative and quantitative techniques. In this study, attempts have also been made to assess as to how people consider their presence in different online groups and SNSs. In order to measure online users’ participation in SNSs, their motivation to use SNSs and their tendency to present themselves in SNSs, different categories, emerged from the research, have been deliberated upon. Questions concerning reasons for online users to participate in defined online activities and ensure their presence by presenting themselves in different groups have also been considered.
The journey from an alternative media through the lenses of privileged few and majority of ‘the o... more The journey from an alternative media through the lenses of privileged few and majority of ‘the others’ to the networked effect of individual self social media brings an innovative experience of new power structure of information infrastructure and determines other superstructures of the society. However, the dilemma continues with the ever changing nature of technology and issue of accessibility and adoptability from the individual self to networked self. The inclusive growthand positive contribution of the invisible super power of social media is possible if we can keep on emphasizing the 3A factors (Availability, Accessibility and Adoptability) in society. By ensuring the 3A factors in society we can also avoid the emergency of another power structure and creation of ‘the others’.
This is a conceptual paper and is an attempt to explore transitional effect of brand building in ... more This is a conceptual paper and is an attempt to explore transitional effect of brand building in the era of new area. Transition and mobility has been the law of nature and has been witnessed from the time immemorial. However the current and the future generation are going to witness a transformation which redefines the idea of space and geographical territory. The prime mover of this transformation will been new media. To understand this transition well and to be in sync with the nuances of mobility will be crucial to organizational success in the 21st century. In this paper, I will discuss how organizations can form brand communities on the lines of Benedict Anderson’s imagined communities. The paper will also highlight the fact that the phenomenon of mobility seen today is not just a consequence of an information explosion but also a result of the nature of new media (internet and mobile) and its impact on social constructs.
Communication does not only promote the benefits of good agricultural practices but it also keeps... more Communication does not only promote the benefits of good agricultural practices but it also keeps the policy makers informed about the imminent hardship and compels them to take strong measures and initiatives to support agriculture in these area. With the growth and development of agricultural communication, there has been a shift from traditional method of communication to technology led communication or ICT. The government of India has also given special emphasis to ICT and agriculture through various schemes and programmes. Apart from govt.’s initiatives thousands of civil society organizations have also contributed to strengthen the ICT and agricultural development in the form of community radio centres, e-suchana kendra (e- information centres) etc. However, there is a felt need to understand how these ICT initiatives performing at different levels of society and contributing for the development of agriculture. The major objective of this paper is to understand the performance of ICTs at different parts of the country and come out with strategic analysis to strengthen these initiatives. In this paper, 26 ICTC initiatives viz. mobile phone, telephone, call centre, kiosk, Internet, and community radio from different part of the country were studied. The primary data was collected with extensive field visits and by interacting with different stakeholders of ICT initiatives. The views of the beneficiary farmers were taken using qualitative and quantitative methods. Thus, it is based on a pan India study of the agriculture communication innovations. It also recommends the steps to strengthen different facets of agriculture communication – technology, content, process, and the communication utilization support. Problems like lack of feedback and understanding of language are prominently highlighted.
Major objective of the present study is to look at the relationship of personality traits of the ... more Major objective of the present study is to look at the relationship of personality traits of the young Facebook users with their behaviour on Facebook and the gratifications they obtain from Facebook usage. We have measured the gratifications with the help of 16 item scale developed on the basis of review of literature. The Facebook behaviour was measured in terms of number of friends and use of privacy settings on Facebook. The personality trait of users was measured in terms of the self-schema of Separateness- connectedness. A survey questionnaire was administered to the sample of 550 students who came from all over the country to attend the admission process of a well-known communication management school in India. Study concluded that perception of real self always gets reflected in the virtual behaviour of Facebook users. This can be considered as an extension of real self in their virtual behaviour. However, the comparison of the data between real space self-schema with the Facebook friendship behaviour gives more space to understand weather it is a mere extension or a modification in their real perception about their self.
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Papers by Santosh K Patra