Padmini Jain | INDIRA GANDHI NATIONAL OPEN UNIVERSITY (original) (raw)

Papers by Padmini Jain

The Urban World, 2024

Abstract Urban environments are dynamic ecosystems where human behaviour is continually influenc... more Abstract
Urban environments are dynamic ecosystems where human behaviour is continually influenced by both natural and constructed surroundings. This paper explores the concept of psychological ecology and the use of behavioural nudges to influence the human psyche, particularly through persuasive communication within urban settings. By examining various ecological models and their impact on human behaviour, this study delves into how media and market interventions serve as powerful tools for altering perceptions and behaviours. Through real-world examples, the research highlights the significant role of choice architecture in shaping decisions and behaviours in urban populations. The findings underscore the importance of understanding environmental influences on psychological well-being and behaviour, providing insights for policymakers, urban planners, and communication strategists to develop more effective, human-centric messaging and interventions. This interdisciplinary approach offers a comprehensive understanding of the interplay between urban ecology and human psychology, aiming to foster sustainable and resilient urban communities.
Keywords
1. Psychological Ecology
2. Behavioural Nudges
3. Persuasive Communication
4. Urban Environments
5. Human Behaviour
6. Choice Architecture
7. Media Influence
8. Sustainable Urban Development

Mass Media – A Communication Research Journal, 2024

We recently celebrated the Swachhta Diwas, this year the focus being on making cleanliness, natur... more We recently celebrated the Swachhta Diwas, this year the focus being on making cleanliness, nature and culture, with the 4S theme - Swabhav Swachhata Sanskaar Swachhata.I got intrigued as a media student, to dive into the traditional ways that we have known as lifestyle since childhood. But they seem to have been lost to the culture of abundance fuelled by the marketers and advocated by the media. In the age of fast fashion, blinking deliveries and instant buys, the Indian in me could not help but marvel at how sustainable we used to be. I present this opinion piece to my readers, with the hope of instigating nostalgia and inspiring a sustainable garbage free tradition in my country, yet again.
“बचपन की रजाई, माँ की साड़ी से बनी,
हर धागा जुड़ा, वो कहानी अनमोल बनी।”

Worldwide International Inter Disciplinary Research Journal, 2024

Purpose: This paper examines the role of Artificial Intelligence (AI) in enhancing lifelong learn... more Purpose:
This paper examines the role of Artificial Intelligence (AI) in enhancing lifelong learning experiences for differently-abled individuals, focusing on how AI-driven tools improve educational accessibility and inclusivity.

Design/Methodology/Approach:
The research employs a qualitative approach through case study analysis of AI applications in education, such as text-to-speech, speech recognition, and image recognition technologies. Data was collected from educational platforms, museums, and media outlets that have integrated AI-based tools, alongside interviews with users.

Findings:
AI-driven solutions, such as real-time transcription, personalized learning tools, and AI powered audio guides, have significantly improved accessibility for individuals with visual and hearing impairments. These technologies promote learner independence and cognitive engagement
but are limited by issues such as algorithmic bias, high costs, and technical challenges.

Significance:
This study extends the existing research on AI in education by exploring its role in fostering lifelong learning for differently abled individuals, beyond formal education settings. The paper highlights the ethical considerations and the need for scalable, affordable AI solutions.

Paper Type: Primary Research Paper

Mass Media – A Communication Research Journal, 2024

Trauma literacy is an essential yet under-researched area within journalism, particularly concern... more Trauma literacy is an essential yet under-researched area within journalism, particularly concerning women journalists in India. This paper draws attention to the pervasive impact of trauma, including secondary and vicarious trauma, on journalists who frequently encounter distressing events. It highlights the gender-specific challenges faced by women journalists, such as sexual harassment, gender-based violence, and systemic discrimination, which compound the psychological toll of their profession. Drawing on global and Indian initiatives aimed at promoting trauma literacy, the paper advocates for integrating trauma-informed practices into journalism education and newsroom policies. It underscores the need for tailored support systems to address the unique vulnerabilities of women journalists, thereby fostering a healthier, more resilient media environment. Through case studies and testimonials, the paper illustrates the urgent need for trauma literacy to enhance ethical reporting, ensure journalists' mental well-being, and improve the overall quality of news coverage.

Worldwide International Inter disciplinary Research Journal, 2024

‘From Stereotypes to Acceptance’ – this is how we can capsulate ‘The Story of Gender Representati... more ‘From Stereotypes to Acceptance’ – this is how we can capsulate ‘The Story of Gender Representation in Hindi Films and Web Series’. The transformative and persuasive power of popular media in shaping and redefining gender identities and roles is what this study is interested in. This paper examines the representation of gender in Hindi popular media, highlighting how media not only reflects but also shapes societal norms and public opinion. By employing methodologies of observation and narrative analysis, this study delves into the media forms of cinema and web series, to explore themes of stereotyping, the male gaze, and social constructivism. It traces the persistent portrayal of women in stereotypical roles, the evolution of female characters, and the emerging representation of LGBTQ+ individuals. The paper further discusses the necessity for critical engagement with media content to foster more equitable gender representations, thus building a case for media literacy to have informed public perceptions. This analysis aims to contribute to the ongoing discourse on gender and media, advocating for more inclusive and realistic portrayals.

Mass Media, 2024

Here I present to you, book reviews of three of my favourtie mass media text books, from differ... more Here I present to you, book reviews of three of my favourtie mass media text books, from different decades and by authors form different countries.
In this write up, I give my views on the following books: 1. Jethwaney, J. (2024). Corporate Communication: Concepts and Practice. Taylor & Francis.
2. Berger, A. A. (2006). Making sense of media: Key texts in media and cultural studies. Wiley-Blackwell.
3. Golding, P. (1984). The mass media (6th imp.). Longman Group Limited. (Original work published 1974)
Who says that you cna only review or read a latest book. SOme authors and their work is timeless.
These are my pick of these tiemless jewels .

International Journal of Sanskrit Research: Anantaa, 2024

This paper explores the innovative integration of Sanskrit, one of the world's oldest languages, ... more This paper explores the innovative integration of Sanskrit, one of the world's oldest languages, into modern online media, advertising, and brand networking. By examining historical perspectives, contemporary case studies, and technological advancements, the study highlights how the use of Sanskrit language helps enhance brand identity and consumer engagement, for India based products in the international markets. The research recommends prioritising the language's cultural authenticity and its potential to differentiate brands in a crowded digital marketplace. Furthermore, it analyses the role of digital tools, AI, and social media in facilitating the use of Sanskrit, while addressing the challenges and opportunities this integration faces. The findings provide valuable insights for academia, researchers, branding experts, and AI developers, emphasising the intersection of cultural heritage and modern technology in creating compelling brand narratives.

Keywords:
• Sanskrit
• Digital Media
• Brand Networking
• Cultural Branding
• Social Media
• Artificial Intelligence (AI)
• Consumer Engagement
• Cultural Heritage

JPRA - Journal of Public Relations and Advertising, 2024

Persuading a tourist to choose a particular destination through communication messaging is a pote... more Persuading a tourist to choose a particular destination through communication messaging is a potent tool in enhancing tourism foot fall. Private properties have long used such techniques and with the advent of the digital media, they have well captured the online media. From Instagram reels of their happy customers to videos on MakeMyTrip and Airbnb, resorts, amusement parks hotels and luxury properties cash upon the video display ads. Indian government has been a bit late to climb onto this bandwagon. But they have done it with a bang. Almost all the Indian states have their own YouTube channels used to post high-quality videos. Yet, our country is slow in climbing the tourism index.This lag and lack prompted the objectives of the present research. What are the top visited Indian states doing right in terms of promotions? Do similar reasons attract travelers? Can we arrive at a Midas touch factor that leads to preference of spending one’s time and money for vacation travel? To find answers to such curiosities, using a verified tool, this study conducts a comprehensive content analysis of the promotional YouTube videos released by the Ministry of Tourism of Indian states for the top-5 most visited states in India—Uttar Pradesh, Tamil Nadu, Andhra Pradesh, Karnataka, and Gujarat—during the year 2022. The analysis focuses on three crucial dimensions of tourism sustainability: socio-cultural, environmental, and economic aspects. By scrutinizing 44 official promotional videos, this research aims to uncover the portrayal and emphasis placed on these sustainability dimensions in the tourism promotional content of these states. The findings contribute to understanding the destination Image being portrayed in the chosen sample of videos. The results emphasise that heritage and cultural portrayals remain the most common imagery in the promotions of the most preferred tourist destinations among our States. This study has implications for the state governments trying climb the tourism index.

Keywords: Content Analysis, Tourism, Sustainability, Destination Image, Promotional Videos

Communication Today, 2024

यह अध्ययन भारत में सांस्कृतिक और धार्मिक त्योहारों के दौरान टेलीविजन विज्ञापनों की जांच करता। गुण... more यह अध्ययन भारत में सांस्कृतिक और धार्मिक त्योहारों के दौरान टेलीविजन विज्ञापनों की जांच करता। गुणात्मक दृष्टिकोण का उपयोग करते हुए, शोध में चयनित विज्ञापनों की सामग्री का विश्लेषण और उद्योग विशेषज्ञों के साथ साक्षात्कार शामिल हैं। प्रमुख निष्कर्ष प्रभावशाली विज्ञापन बनाने में सांस्कृतिक संवेदनशीलता और भावनात्मक जुड़ाव की महत्वपूर्ण भूमिका को उजागर करते हैं। अध्ययन से पता चलता है कि सफल त्यौहारी विज्ञापन न केवल उत्पादों को बढ़ावा देते हैं बल्कि सामाजिक मूल्यों और परंपराओं को दर्शाते हुए दर्शकों के साथ गहराई से जुड़ते हैं। यह शोध विज्ञापनदाताओं के लिए सांस्कृतिक श्रद्धा और अभिनव विपणन रणनीतियों के बीच नाजुक संतुलन को नेविगेट करने के उद्देश्य से मूल्यवान अंतर्दृष्टि प्रदान करता है, जो अंततः ब्रांड दृश्यता और उपभोक्ता वफादारी को बढ़ाता है।

की वर्ड्स (मुख्य शब्द): विज्ञापन, परम्पराएं, भारीतय त्यौहार, उत्सवी प्रचार, सांस्कृतिक संवेदनशीलता

Jan Media , 2024

विभिन्न क्षेत्रों में महिलाओं की भूमिका हमेशा चर्चा का विषय रही हैं। नारीवादी लेखकों और शिक्षकों ... more विभिन्न क्षेत्रों में महिलाओं की भूमिका हमेशा चर्चा का विषय रही हैं। नारीवादी लेखकों और शिक्षकों द्वारा महिलाओं की प्रस्तुत छवि पर बहुत ध्यान दिया जाता रहा हैं। हालांकि कई अध्ययनों ने उनकी उत्पादकता, प्रदर्शन और आर्थिक विकास के हर पहलू में भागीदारी के आधार पर महिलाओं की भूमिकाओं की पहचान की है,लेकिन दूसरी और महिलाएं अभी भी इस रूढ़िवादी धारणा से ऊभर नहीं पा रही हैं कि वह पुरुषों जितनी मूल्यवान नहीं हैं। इस अध्ययन का उद्देश्य उन कारकों को निर्धारित करना है जो पुरुष राजनेताओं की तुलना में महिला राजनेताओं को राजनीतिक समाचारों में कम कवरेज देते हैं। इस लक्ष्य की पूर्ति हेतु, इस विषय पे कई एशियाई शोध पत्रों का विश्लेषण किया गया हैं निकल के आने वाले नतीजे ,इस बात की पुष्टि करते हैं कि प्रिंट, इलेक्ट्रॉनिक और डिजिटल मीडिया सभी में महिलाओं को उनके काम के बनिस्बत उनके पहनावे या सांस्कृतिक विषयों के लिए ज्यादा चित्रित करते है। इस अध्ययन में पाया गया कि मीडिया आउटलेट्स ने तो महिलाओं को मूलत:सेक्स प्रतीक के रूप में पेश करने में महारत हासिल की हुई हैं।वर्तमान मीडिया महिलाओं को पुरुषों की तुलना में कम सक्षम रूप में चित्रित करता है, खासकर भारतीय राजनीति के क्षेत्र में।इस शोध के नतीजे, यह स्पष्ट करते हैं कि मीडिया को समग्र रूप से राजनीति में महिलाओं की भागीदारी का समर्थन करना चाहिए और उसे उजागर करना चाहिए। यह निबंध यह निर्धारित करने के लिए की गई एक व्यापक जांच पर आधारित है कि मीडिया में महिला राजनेताओं का चित्रण कैसे रिपोर्ट किया जाता है

मुख्य शब्द:
महिला राजनेता; मीडिया; चित्रण; एशियाई संदर्भ; साहित्यिक अवलोकन; प्रस्तुत छवि; प्रदर्शन; रूझिवाद; राजनीतिक समाचार; कवरेज; महिलाओं की भागीदारी

Mass Media, 2024

Key Words: Advertising Literacy, Consumer Awareness, Persuasive Techniques, Advertising Strategie... more Key Words:
Advertising Literacy, Consumer Awareness, Persuasive Techniques, Advertising Strategies, Critical Evaluation

Introduction:
From the moment you wake up, you are constantly being perused to buy into a product or service or to follow a trend. It may sometimes be so subtle that you do not even realise that you are targeted to believe in an idea. You are of course familiar with advertisements on the Television and Newspapers or the Hoardings on the roadside and Banners on web pages. But, the persuasion attempts do not end here. The communication experts are leaving no stone unturned to reach you - from the apps in your phone to the stepney covers on scooters, from the radio playing in the background to the polybag you carry your lunchbox in, from the car your favourite Hero drives in a movie to the little logo on your cap – you are witnessing some form of persuasion. It is the need of the hour to be literate and aware of what is happening around you and how and who is trying to catch you in the net by using techniques of Advertising and Public Relations. Advertising is an integral part of our everyday lives, and understanding its techniques and strategies is essential for consumers to make informed decisions, which is a facet of ad literacy. Let us move towards gaining a foundation in advertising literacy and develop critical ability to evaluate advertisements.

International Journal of Social Science and Human Research, 2024

This paper introduces the PJK Social Networking Model of Motives, an egalitarian model that is an... more This paper introduces the PJK Social Networking Model of Motives, an egalitarian model that is an extension of the needs postulated by Maslow in his Hierarchy of human motives, into the perpetual social networking site usage by the modern human.
Four more needs have been added as an emergent quadrant of needs in social media usage. The model postulates the non-hierarchical nature of these motives, as drawn from the research findings.
This study explores the integration of social networking sites (SNS) within Maslow’s Hierarchy of Needs (MNH) to understand how these digital platforms fulfil various human needs. By mapping SNS features to Maslow’s human needs, this research examines the role of SNS in satisfying the new media needs corresponding to physiological, safety, love and belonging, esteem, and self-actualization needs. The study employs a qualitative analysis of SNS functionalities and user experiences, drawing on existing literature and theoretical frameworks to provide a comprehensive understanding of the psychological and social impacts of digital interactions. The findings of non-participatory and participatory observations, coupled with users and expert focus group
discussions, reveal that different features of the SNS are used to satisfy the five levels of Maslow’s Pyramid.
Some new need levels have emerged from the results of this study: 1. Image Creation and Image Sustenance 2. Public Image Actualisation 3. Know Me Syndrome and 4. Being Good Syndrome. This study provides detailed explanations of the role of SNS features in satisfying the
basic five needs and the emergent four needs, for the modern socially networked human. The findings offer insights into the design
and development of these platforms to enhance user well-being and satisfaction.

KEYWORDS: Social Networking Sites (SNS), Maslow’s Hierarchy of Needs (MNH), Emerging Digital Needs, Digital Communication, Human Motivation, Social Media, Online Interaction

Global Journal of Enterprise Information System, 2024

Purpose: This study explores the online shopping behavior and preferences of Indian consumers, ai... more Purpose:
This study explores the online shopping behavior and preferences of Indian consumers, aiming to provide actionable insights for advertisers. It focuses on how demographic factors such as age, gender, and socio-economic status influence online shopping decisions and the implications for digital marketing strategies.
Design/Methodology/Approach:
The research adopts a mixed-method approach, utilizing both surveys and interviews. Quantitative data is collected through structured questionnaires, while qualitative insights are gathered from semi-structured interviews. The study examines variables such as convenience, pricing, product quality, and trust in e-commerce platforms.
Findings:
The results reveal that income and working conditions significantly impact online shopping preferences, while age shows minimal influence. Gender differences are observed in product preferences, but overall shopping habits are similar between men and women. Major barriers to online shopping include concerns about after-sales services and skepticism towards the reliability of online platforms.
Originality/Value:
This research contributes to the limited literature on how Indian consumers’ online shopping preferences vary across different demographic groups. It offers valuable insights for advertisers aiming to refine their online marketing strategies, focusing on enhancing customer trust and satisfaction.
Paper Type:
Research paper.
KEY WORDS
1. E-Commerce
2. Consumer Preferences
3. Digital Marketing
4. Urban Indian Consumers
5. Online Shopping Trends
6. Consumer Behaviour
7. Online Advertising Strategies
8. Shopping Motivations

Vivekananda Journal of Research

Purpose: Our society is a reflection and fodder for the media content that we consume. Hindi Film... more Purpose: Our society is a reflection and fodder for the media content that we consume. Hindi Films have been a pivotal part of our culture. This paper analyses the Bollywood heroine and her mannerisms in the movies over the last half-decade. The new emergent protagonist is neither reserved nor modest concerning her desires, sexuality and actions. What she speaks and what she wears, and how she carries it have all been altered. The reasons and impact of this change in the larger social
fabric are the focus of our study.

Design/ Methodology/Approach: Observational Analysis of films of the five years of the turn of this decade. The years 2010 to 2014 are chosen for analysis of films as this is when the internet started booming as a source of OTT platforms. Films started to be consumed online along with the cinema halls. The audience and their perspective were changing the maximum with respect to the kind of Hindi Cinema that they were demanding and consuming.

Findings: The female protagonist in the Hindi films, started to shift from the coy and the shy to the aggressive and even foul mouthed. In comparison to the previous five decades of Hindi Cinema, the five years at the turn of the previous decade, saw more individualized women characters in Bollywood who spoke their mind and were unapologetic of their sexuality

Internatioanl Journal of Communication Development, 2024

This systematic review explores the field of social media focusing on the theories, methods, and ... more This systematic review explores the field of social media focusing on the theories, methods, and trends that form our knowledge of the way humans use digital platforms. This paper hints that the most popular theory used in social media research is Uses and Gratifications. It is also observed that the most dominant methods used are the Content Analysis and Survey method. While quantitative methods were heavily used, interviews add qualitative depth to the studies. The interdisciplinary nature of social media research stems from the inclusion of theories from psychology, disaster management and defence studies. Lack of theoretical framework in environmental and psychological studies was also observed. Themes like body image, addiction, and political campaigns reflect societal relevance of such academic work. In conclusion, this systematic review of 30 papers portrays the dynamic and adaptable nature of social media studies as it seeks to resolve the complexities of our virtual world.

Keywords: Social media; Digital media research; Research Trends; SLR; Systematic Literature Review

Journal of Advanced Research in Operational and Marketing Management, 2022

ABSTRACT: This study explores the potential of Facebook as a marketing tool for small and medium-... more ABSTRACT: This study explores the potential of Facebook as a marketing tool for small and medium-sized enterprises (SMEs) in India. Utilizing survey and interviews, the research investigates user demographics, online behaviour, and the effectiveness of Facebook advertisements. Key findings reveal a high level of engagement with Facebook, particularly among younger users. Despite the widespread recognition of advertisements, a significant portion of users remain hesitant to make purchases of new brands through Facebook, showing a preference for established brands. Entrepreneurs and PR professionals highlight the importance of interactive and targeted advertising strategies to enhance user engagement and brand visibility. The study underscores the relevance of Facebook as a cost-effective advertising platform, emphasizing the need for tailored approaches to leverage its full potential for Indian SMEs. The findings offer valuable insights for businesses seeking to optimize their social media marketing efforts.

KEYWORDS
• Facebook marketing
• Indian SMEs
• Social media advertising
• Online consumer behaviour
• Digital marketing strategies
• Brand engagement

International Journal of Innovative Research and Creative Technology , 2018

This research paper presents a comprehensive survey conducted to evaluate the need, effectiveness... more This research paper presents a comprehensive survey conducted to evaluate the need, effectiveness and utility of a Community Radio Station (CRS) planned to be established at Sirsa, India. The study aims to understand the media consumption habits, socio-economic conditions, and specific needs of the local residents, as well as their attitudes towards community radio.

A random sample of 510 respondents from Sirsa city and its neighboring villages participated in the survey, which included 44 questions covering various aspects of media usage, community issues, and demographic data. Key findings reveal that while television remains the dominant medium, there is a significant presence of mobile phone usage with FM capabilities, indicating a potential audience for radio broadcasting. The survey indicates that pollution, water scarcity, and mosquito problems are the most pressing local issues, and there is a substantial interest in educational and health-related radio programs.
The results also show a promising level of interest and willingness among residents to engage with the CRS, both as listeners and participants. With 75.8% expressing interest in participating in radio shows and 70.2% interested in becoming Radio Jockeys, the data underscores the community's enthusiasm for active involvement.

This paper concludes that the CRS at CDLU Sirsa has a strong foundation for success, supported by community interest and a clear understanding of local needs. The findings provide valuable insights for developing targeted content and fostering community engagement, thereby enhancing the CRS's role in local development and education.

Keywords: Community Radio; Media Consumption; Audience Engagement; Local Issues; Media Habits; Rural India; Sirsa

International Journal for Multidisciplinary Research (IJFMR), 2019

This research paper presents a comprehensive need assessment study conducted to evaluate the dema... more This research paper presents a comprehensive need assessment study conducted to evaluate the demand for a Post Graduate Diploma (PGD) in Advertising and Persuasive Media at an Open and Distance Learning University. This is an exploratory study. The study was carried out over three months, using both online surveys and in-depth interviews with media professionals, educators, and potential students. Findings indicate a significant demand for skilled professionals in the advertising and persuasive media sector, with a particular need for training in digital and online media. The study underscores the potential of a PGD in this field to fill the existing skill gaps and enhance employment opportunities for Graduates. Open and distance learneing would cater to working professionals and fresh Graduates alike. Recommendations include the development of a one-year bilingual diploma program, emphasizing practical training and industry linkages to ensure graduates are job-ready.

Key Words: Advertising, Persuasive Media, Need Assessment, Diploma Program, Media Education, Digital Media, Online Media, Skill Development, Distance Education

Media Advocacy for Immunization: Understanding Journalistic Awareness and its Effects on Public Health in India, 2019

This study aims to evaluate the awareness and understanding among media personnel regarding the R... more This study aims to evaluate the awareness and understanding among media personnel regarding the Routine Immunization Program (RIP) in India. It investigates their knowledge of the program’s details, its importance, and the impact of their reports on the public's perception of immunization. Utilizing a structured questionnaire distributed to media professionals, the study assesses various aspects of their awareness and understanding of RIP.
Key findings reveal that while 63% of media personnel recognise the importance of immunization in reducing child mortality, only 20% accurately understand the specifics of vaccine-preventable diseases covered by RIP. Furthermore, 90% acknowledge the potential negative impact of inaccurate reporting on immunization programs. Despite a general awareness of RIP's significance, there is a notable deficiency in detailed knowledge and understanding of the program’s processes among media personnel.
The implications of these findings underscore the need for enhanced training and education for media personnel on health reporting. Improved media coverage and accurate reporting on immunization can significantly influence public perception and participation in health programs, thereby supporting better health outcomes in India. This study highlights the critical role of media in public health advocacy and the importance of informed and responsible journalism in promoting effective health interventions.

Key Words: Public Health Advocacy; Routine Immunization Program (RIP); Media Awareness; Health Communication; Immunization Coverage; Public Perception; Health Journalism; Media Influence; India

Anusanadhan: A Multidisciplinary International Journal (In Hindi), 2021

यह शोधपत्र गृहिणियों की पर्यावरण संरक्षण में भूमिका पर केंद्रित है। इसमें यह जांच की गई है कि गृह... more यह शोधपत्र गृहिणियों की पर्यावरण संरक्षण में भूमिका पर केंद्रित है। इसमें यह जांच की गई है कि गृहिणियाँ कैसे अपने दैनिक कार्यों के माध्यम से पर्यावरणीय स्थिरता में योगदान देती हैं। यह अध्ययन दिखाता है कि पुनर्चक्रण, जल संरक्षण, ऊर्जा दक्षता और कचरा प्रबंधन जैसे उपायों के माध्यम से गृहिणियाँ एक महत्वपूर्ण भूमिका निभाती हैं। साथ ही, यह भी समझाया गया है कि कैसे गृहिणियों को उचित जानकारी और संसाधनों के साथ सशक्त बनाकर पर्यावरणीय प्रभाव को और अधिक प्रभावी बनाया जा सकता है।