Amarendra Dash | Rajiv Gandhi University Of Knowledge Technologies (original) (raw)
Papers by Amarendra Dash
International Journal of Indian Culture and Business Management, 2021
Media Watch, Aug 1, 2015
From its Delhi moorings in the late 1950's till date, the Indian television has gone through stea... more From its Delhi moorings in the late 1950's till date, the Indian television has gone through steady evolution marked by phases of silent or radical revolution. Born with a political agenda of national reconstruction and turning out to be an ideological hegemony, its course has been redefined by absorbing transnational media participation and the dispersion of ideas in regional channels. It is to be noted that the Indian media market has shown resistance to both global as well as national cultural hegemony. While large scale glocalisation by the transnational media networks these days is the recognition that Indian market and culture cannot be radically colonised, the expansion of regional language channels later has weakened the hegemonic authority of national networks. The Indian market today is defined by the simultaneous presence of the global, the local, the regional, and the glocal media signifiers. Taken together, these significations point at a larger picture of glocalisation of market culture, especially, where the consumer agency consists of participants across space, class, gender, and generation.
International Journal of Indian Culture and Business Management, 2020
Corporate Governance, Feb 17, 2012
Purpose-The aim of this paper is to analyse the impact of media on corporate governance and to de... more Purpose-The aim of this paper is to analyse the impact of media on corporate governance and to develop a research agenda on the same issue in the peculiar Indian setting. Design/methodology/approach-Extant and premier literature on the impact of media on ...
International Journal of Indian Culture and Business Management, 2020
Advertising as the mouthpiece of capitalism backed by technological enhancement, overproduction a... more Advertising as the mouthpiece of capitalism backed by technological enhancement, overproduction and marketisation is well established. In the last two decades advertising as an institution has been under tremendous criticism from the cultural and ecological critics. This paper strives to deconstruct the broad categories of value orientation to nature manifest in a handful of print advertisements and moves ahead with the core question that despite the daring proclamations of green advertising, if advertising can nurture an ecocentric vision at all. The present study is an eco-critical reading of a purposive sample of six advertisements selected from Business World, one of the leading business magazines of India. The methodology is based on verbal and visual analysis. The findings of the study reveal that the advertisements are trying to induce the fantasy of freedom from nature and control of one's own destiny through certain goods or services backed by science and technology. Th...
International Journal of Indian Culture and Business Management, 2021
Corporate Governance, 2012
Purpose-The aim of this paper is to analyse the impact of media on corporate governance and to de... more Purpose-The aim of this paper is to analyse the impact of media on corporate governance and to develop a research agenda on the same issue in the peculiar Indian setting. Design/methodology/approach-Extant and premier literature on the impact of media on ...
Media Watch, 2010
As the transnational media and advertising tries to negotiate with the middle class consumers in ... more As the transnational media and advertising tries to negotiate with the middle class consumers in India, unique patterns of fusion in the discursive structure of the television commercials are afloat. There is a proliferation of media channels and abundance of technology, and increased competition in the global Indian marketscape. The desire for distinction and brand optimization amid the clutter of advertisings is pushing the industry for fresh modes of connecting with the customers resulting in the formation of hybrid advertisement content. The present paper proposes that cultural and tele-visual hybridity in the Indian television commercials is inevitable and has to undergo the test of revision and adaptation. The paper builds up the central issue of synergy between production, design and technology on the one hand and marketability, delivery and management on the other. The paper rationalises the link between technology and management and positions the research objective on the b...
Discourse & Communication, 2016
Improvising selected tools from Kress and Van Leeuwen’s inter-semiosis framework, this study expl... more Improvising selected tools from Kress and Van Leeuwen’s inter-semiosis framework, this study explores how, between global and local, TV commercials in India often reframe a cultural third space producing new discursive forms and identities. Three commercials from the food and beverage category are selected on the basis of the country of origin of the endorsing company and the patterns of glocalization. Multimodal discourse analysis reveals that the commercials construct the glocal identity in several ways. In the Knorr Soups commercial, the melody of the title song is contemporary pop, whereas the delivery style and crooning are distinctively Western. The language is predominantly Hindi with deft use of selected English words. The Funda Mint commercial casts a rebel voice-support executive who rejects the pseudo-glocal identity and asserts his true identity. In the Cadbury Bournvita Folk commercial, the two boys represent the global and the local in the realm of creativity. The stud...
Humanities and social sciences, Jun 4, 2018
Media Watch, May 18, 2019
In an era of rapid economic transformations and attendant anxieties, the quest for sustainable de... more In an era of rapid economic transformations and attendant anxieties, the quest for sustainable development has been a major discursive engagement. This article uses three case studies to discuss how electronic media promotes the discourse of ecological entrepreneurship (EE). Three case studies are undertaken: (i) The UNs new media engagement, (ii) The YouTube as a source of EE knowledge and action, and (iii) YourStory as a site for promoting green start-ups. The objective is to demonstrate how the new media has come a long way to forward the transformative discourse of EE that can stimulate the appropriate behavior leading to the green social economy.
The international journal of interdisciplinary global studies, 2023
Plaridel, 2022
This study offers a critical analysis of ShyamBenegal’sHindi language-based teledrama series Amar... more This study offers a critical analysis of ShyamBenegal’sHindi language-based teledrama series AmaravathikiKathayen utilizing Mikhail Bakhtin’s theories of dialogism, heteroglossia, and polyphony. It is common sense to think that Bakhtin, the philosopher of dialogism, would be sympathetic to the drama form in which dialogues are the most natural mode of expression. Instead, Bakhtin argues that the monological selection of languages in drama does not allow the dialogic interaction of different registers. Second, drama, for upholding its unity of plot, cannot allow its characters to abide by a truly multi-level dialogic engagement. However, this act is especially performed in the novel by the inter-animation of the narrator’s all-encompassing language and the language of the characters. Against this, this study brings to the fore the historical premises of Bakhtin’s reservations against the dramatic form. Recognizing the merits of Bakhtin’s philosophy of literature and language, two episodes from AmaravathikiKathayen, a Hindi language-based teledrama series, are analyzed to place them before the global audiences as well as to ascertain the relevance of Bakhtin’s poetics across the genres. Above all, a return to dialogism as a critical inquiry is important to promote the values of plurality, dialogue, and peaceful co-existence.
Plaridel, 2022
This study offers a critical analysis of ShyamBenegal’sHindi language-based teledrama series Amar... more This study offers a critical analysis of ShyamBenegal’sHindi language-based teledrama series AmaravathikiKathayen utilizing Mikhail Bakhtin’s theories of dialogism, heteroglossia, and polyphony. It is common sense to think that Bakhtin, the philosopher of dialogism, would be sympathetic to the drama form in which dialogues are the most natural mode of expression. Instead, Bakhtin argues that the monological selection of languages in drama does not allow the dialogic interaction of different registers. Second, drama, for upholding its unity of plot, cannot allow its characters to abide by a truly multi-level dialogic engagement. However, this act is especially performed in the novel by the inter-animation of the narrator’s all-encompassing language and the language of the characters. Against this, this study brings to the fore the historical premises of Bakhtin’s reservations against the dramatic form. Recognizing the merits of Bakhtin’s philosophy of literature and language, two episodes from AmaravathikiKathayen, a Hindi language-based teledrama series, are analyzed to place them before the global audiences as well as to ascertain the relevance of Bakhtin’s poetics across the genres. Above all, a return to dialogism as a critical inquiry is important to promote the values of plurality, dialogue, and peaceful co-existence.
Journal of Communication Management, 2021
PurposeWith the increasing realization of the importance of communication for sustainable develop... more PurposeWith the increasing realization of the importance of communication for sustainable development, strategic issues such as institutional alliances, public participation and media integration have emerged as indispensable tools in any environmental campaign. This study is an inquiry into India's Swachh Bharat Abhiyan (2014–2019) which is one of the major strategic sustainable development campaigns of the 21st century. The twin research questions raised are (1) What were the major action-plans and the key outreach strategies adopted in SBA? and (2) How the discourse of swachhata (cleanliness) was propagated in SBA?Design/methodology/approachWith response to research question 1, a seven-fold analysis of the strategic aspects of the SBA is undertaken utilizing Willner's (2006) strategic approach to the promotion of sustainable development campaigns. Research question 2 is addressed through a multimodal analysis of the discourse of swachhata (cleanliness) following the Gramm...
Catalan Journal of Communication & Cultural Studies, Sep 30, 2023
Utilization of Waste Biomass in Energy, Environment and Catalysis, 2022
Utilization of Waste Biomass in Energy, Environment and Catalysis, 2022
International Journal of Indian Culture and Business Management, 2021
Media Watch, Aug 1, 2015
From its Delhi moorings in the late 1950's till date, the Indian television has gone through stea... more From its Delhi moorings in the late 1950's till date, the Indian television has gone through steady evolution marked by phases of silent or radical revolution. Born with a political agenda of national reconstruction and turning out to be an ideological hegemony, its course has been redefined by absorbing transnational media participation and the dispersion of ideas in regional channels. It is to be noted that the Indian media market has shown resistance to both global as well as national cultural hegemony. While large scale glocalisation by the transnational media networks these days is the recognition that Indian market and culture cannot be radically colonised, the expansion of regional language channels later has weakened the hegemonic authority of national networks. The Indian market today is defined by the simultaneous presence of the global, the local, the regional, and the glocal media signifiers. Taken together, these significations point at a larger picture of glocalisation of market culture, especially, where the consumer agency consists of participants across space, class, gender, and generation.
International Journal of Indian Culture and Business Management, 2020
Corporate Governance, Feb 17, 2012
Purpose-The aim of this paper is to analyse the impact of media on corporate governance and to de... more Purpose-The aim of this paper is to analyse the impact of media on corporate governance and to develop a research agenda on the same issue in the peculiar Indian setting. Design/methodology/approach-Extant and premier literature on the impact of media on ...
International Journal of Indian Culture and Business Management, 2020
Advertising as the mouthpiece of capitalism backed by technological enhancement, overproduction a... more Advertising as the mouthpiece of capitalism backed by technological enhancement, overproduction and marketisation is well established. In the last two decades advertising as an institution has been under tremendous criticism from the cultural and ecological critics. This paper strives to deconstruct the broad categories of value orientation to nature manifest in a handful of print advertisements and moves ahead with the core question that despite the daring proclamations of green advertising, if advertising can nurture an ecocentric vision at all. The present study is an eco-critical reading of a purposive sample of six advertisements selected from Business World, one of the leading business magazines of India. The methodology is based on verbal and visual analysis. The findings of the study reveal that the advertisements are trying to induce the fantasy of freedom from nature and control of one's own destiny through certain goods or services backed by science and technology. Th...
International Journal of Indian Culture and Business Management, 2021
Corporate Governance, 2012
Purpose-The aim of this paper is to analyse the impact of media on corporate governance and to de... more Purpose-The aim of this paper is to analyse the impact of media on corporate governance and to develop a research agenda on the same issue in the peculiar Indian setting. Design/methodology/approach-Extant and premier literature on the impact of media on ...
Media Watch, 2010
As the transnational media and advertising tries to negotiate with the middle class consumers in ... more As the transnational media and advertising tries to negotiate with the middle class consumers in India, unique patterns of fusion in the discursive structure of the television commercials are afloat. There is a proliferation of media channels and abundance of technology, and increased competition in the global Indian marketscape. The desire for distinction and brand optimization amid the clutter of advertisings is pushing the industry for fresh modes of connecting with the customers resulting in the formation of hybrid advertisement content. The present paper proposes that cultural and tele-visual hybridity in the Indian television commercials is inevitable and has to undergo the test of revision and adaptation. The paper builds up the central issue of synergy between production, design and technology on the one hand and marketability, delivery and management on the other. The paper rationalises the link between technology and management and positions the research objective on the b...
Discourse & Communication, 2016
Improvising selected tools from Kress and Van Leeuwen’s inter-semiosis framework, this study expl... more Improvising selected tools from Kress and Van Leeuwen’s inter-semiosis framework, this study explores how, between global and local, TV commercials in India often reframe a cultural third space producing new discursive forms and identities. Three commercials from the food and beverage category are selected on the basis of the country of origin of the endorsing company and the patterns of glocalization. Multimodal discourse analysis reveals that the commercials construct the glocal identity in several ways. In the Knorr Soups commercial, the melody of the title song is contemporary pop, whereas the delivery style and crooning are distinctively Western. The language is predominantly Hindi with deft use of selected English words. The Funda Mint commercial casts a rebel voice-support executive who rejects the pseudo-glocal identity and asserts his true identity. In the Cadbury Bournvita Folk commercial, the two boys represent the global and the local in the realm of creativity. The stud...
Humanities and social sciences, Jun 4, 2018
Media Watch, May 18, 2019
In an era of rapid economic transformations and attendant anxieties, the quest for sustainable de... more In an era of rapid economic transformations and attendant anxieties, the quest for sustainable development has been a major discursive engagement. This article uses three case studies to discuss how electronic media promotes the discourse of ecological entrepreneurship (EE). Three case studies are undertaken: (i) The UNs new media engagement, (ii) The YouTube as a source of EE knowledge and action, and (iii) YourStory as a site for promoting green start-ups. The objective is to demonstrate how the new media has come a long way to forward the transformative discourse of EE that can stimulate the appropriate behavior leading to the green social economy.
The international journal of interdisciplinary global studies, 2023
Plaridel, 2022
This study offers a critical analysis of ShyamBenegal’sHindi language-based teledrama series Amar... more This study offers a critical analysis of ShyamBenegal’sHindi language-based teledrama series AmaravathikiKathayen utilizing Mikhail Bakhtin’s theories of dialogism, heteroglossia, and polyphony. It is common sense to think that Bakhtin, the philosopher of dialogism, would be sympathetic to the drama form in which dialogues are the most natural mode of expression. Instead, Bakhtin argues that the monological selection of languages in drama does not allow the dialogic interaction of different registers. Second, drama, for upholding its unity of plot, cannot allow its characters to abide by a truly multi-level dialogic engagement. However, this act is especially performed in the novel by the inter-animation of the narrator’s all-encompassing language and the language of the characters. Against this, this study brings to the fore the historical premises of Bakhtin’s reservations against the dramatic form. Recognizing the merits of Bakhtin’s philosophy of literature and language, two episodes from AmaravathikiKathayen, a Hindi language-based teledrama series, are analyzed to place them before the global audiences as well as to ascertain the relevance of Bakhtin’s poetics across the genres. Above all, a return to dialogism as a critical inquiry is important to promote the values of plurality, dialogue, and peaceful co-existence.
Plaridel, 2022
This study offers a critical analysis of ShyamBenegal’sHindi language-based teledrama series Amar... more This study offers a critical analysis of ShyamBenegal’sHindi language-based teledrama series AmaravathikiKathayen utilizing Mikhail Bakhtin’s theories of dialogism, heteroglossia, and polyphony. It is common sense to think that Bakhtin, the philosopher of dialogism, would be sympathetic to the drama form in which dialogues are the most natural mode of expression. Instead, Bakhtin argues that the monological selection of languages in drama does not allow the dialogic interaction of different registers. Second, drama, for upholding its unity of plot, cannot allow its characters to abide by a truly multi-level dialogic engagement. However, this act is especially performed in the novel by the inter-animation of the narrator’s all-encompassing language and the language of the characters. Against this, this study brings to the fore the historical premises of Bakhtin’s reservations against the dramatic form. Recognizing the merits of Bakhtin’s philosophy of literature and language, two episodes from AmaravathikiKathayen, a Hindi language-based teledrama series, are analyzed to place them before the global audiences as well as to ascertain the relevance of Bakhtin’s poetics across the genres. Above all, a return to dialogism as a critical inquiry is important to promote the values of plurality, dialogue, and peaceful co-existence.
Journal of Communication Management, 2021
PurposeWith the increasing realization of the importance of communication for sustainable develop... more PurposeWith the increasing realization of the importance of communication for sustainable development, strategic issues such as institutional alliances, public participation and media integration have emerged as indispensable tools in any environmental campaign. This study is an inquiry into India's Swachh Bharat Abhiyan (2014–2019) which is one of the major strategic sustainable development campaigns of the 21st century. The twin research questions raised are (1) What were the major action-plans and the key outreach strategies adopted in SBA? and (2) How the discourse of swachhata (cleanliness) was propagated in SBA?Design/methodology/approachWith response to research question 1, a seven-fold analysis of the strategic aspects of the SBA is undertaken utilizing Willner's (2006) strategic approach to the promotion of sustainable development campaigns. Research question 2 is addressed through a multimodal analysis of the discourse of swachhata (cleanliness) following the Gramm...
Catalan Journal of Communication & Cultural Studies, Sep 30, 2023
Utilization of Waste Biomass in Energy, Environment and Catalysis, 2022
Utilization of Waste Biomass in Energy, Environment and Catalysis, 2022