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YouTube has augmented from a platform of entertainment and information dissemination to a brilliant tool of learning and sharing knowledge. Supporting the mechanism of online education, social media became a podium where knowledge could be shared easily and interaction was possible despite the strict confinement protocols during Covid 19. Social distancing hampered the educational process and social media tried to fill the gap thereby making interactions possible between teachers and learners, and kept them connected. During this time YouTube emerged as a learning tool which facilitates understanding of concepts and expertise. This research attempts to study the utilization of YouTube for the purpose of learning. The research methodology adopted is qualitative and focussed group discussions have been conducted and analyzed to understand the usage of the platform by the learners of media and communication studies. The research substantiates the social learning theory that erudition can take place by observation of media like YouTube and acts as an aid to understanding concepts and procedures. The study delves into reasons for which media students can efficiently learn from YouTube like easy and cheap accessibility, audio-visual content, content in various languages, significant resources, and varied content. There are also reasons like poor quality of the audio-visual content, frequent advertisements and misleading content which can lead to obstruction in a pleasant experience of learning. The primary reason which emerges from the analysis for the popularity of the medium is 'micro-learning' which enables learning through simplification. [ABSTRACT FROM AUTHOR]

“Education liberates the intellect, unlocks the imagination and is fundamental for selfrespect” is one of the principles to which UNESCO adheres to. The big leap taken by new media and the technological advancements rather have shaped the face of the world enabling globalization and interconnectedness. This ushers in the possibility to provide ‘equal opportunities’ and ‘reduced inequality’ in terms of educational provisions. New media is partaking in increasing the reach of education to deprived and also helping in better facilitation and retention of knowledge. One migrating from the school to higher education has to adapt to new technology especially in media education. Absence of familiarity to new media might make it difficult to access to wider sphere of knowledge. This research aims to investigate the struggles to adapt to the use of intensive technology required for the media education. To attain the objectives of the research, a survey and focused group discussion are conducted among the student studying media at the undergraduate level. The data thus collected aids our understanding of the perceived usefulness of new media for education. [ABSTRACT FROM AUTHOR]

The marketing sector in the recent pandemic of COVID-19 time has seen a massive transformation. In order to retain its consumers, different innovative approaches have been strategized to hold its brand positioning or to sustain its equity in the market. The comprehensive advertising networks globally set in motion the measures with their distinctive magnetism and quipped the branded content is imperative in today’s VUCA world. Branded content is getting more attention and is able to create brand recognition. Consumers tend to like branded content because they believe the content is more consumer focused. There comes the market confront and their struggle to build brand personality because “Advertisements are ephemeral but its residues are rock hard.” The main objective of this research is to understand the trends of digital marketing communication campaigns in the VUCA world related to covid-19 pandemic awareness in India; it explores the consumers’ perception related to the phenomenon of brand communication. The present research finds that, there is a thorough understanding of creative strategies of marketing (advertising/public relations) messages, information, and appeals emerged in pandemic period (Covid-19 and post covid scenario) in today’s imperative VUCA world. This study argues that by adopting the new embedded strategies businesses in this crisis time, companies have emphasized their continued existence and their capability to go on with the delivery to their prospective customers for the same products and value despite the disaster. [ABSTRACT FROM AUTHOR]

The Influence and usages of social media in contemporary times is ubiquitous. The phenomenon has changed from its navigation networking to marketing to brand building simultaneously. It is noteworthy to mention that the reach of social networking sites has increased threefold in the Indian context. While mentioning the Indian academics, their promotional tool is very conventional and usually there are hardly any paradigm shifts over the years. But nowadays, there is a shift of technique to reach out to the youths for admission purposes and to enhance the brand legacy. It is quite interesting to look through the lens of promotional tools of academics (which is not very popular and unconventional) usages of social media. The present study will describe the scenario of Indian Academics usages of social media tools for endorsement and its insinuations on the users. The study has adopted thematic interpretive phenomenological analysis to understand the user’s perception and behaviour after articulation of their attitude. The content analysis method also been used through NVivo suggests that there is a positive effect on the users to get information about the academics and through its espousal marketing approach they are quite successful to increase the views or likes for their varsity’s promotion. [ABSTRACT FROM AUTHOR]

Diaspora signifies process of diffusion set of a person who migrated to a different region or country apart from their native which because of employment, industrialization, modern lifestyle and choice of self for high standard living. Foreign Migrations (popularly termed as 'diasporas' get shaped through intercontinental exodus immigrating approach and it can happen voluntary or by forced. To address these issues of migrating cultures, their struggle for self-identity; the medium of 'Cinema' is well versed and very monolithic in representation. The present study adopts the 'Social identity theory', which is certainly defined in predicting the norms of the audiences how they perceived the notion of values depicted in cinema. Social identity theory in this paper will propose that an event or occurrences can alter the perception as a metaphorical approach. The present study will analyse these films like The Namesake (Indian Film), East is East (UK), West is West (UK), New York (Indian film), My Name is Khan (Indian film) by evaluation method. The particularistic form of case study method will also use to construct the metaphor with semiology. Cinema is unique and it is the only one medium which is self-explanatory; this present study will try to understand the struggle of diasporic identity, clashes of culture, battle of individualism which is narrated and depicted in south Asian cinema. This study has mainly focused about the Cinema in India and Pakistan as a key parameter in defining the attributes of selfstruggle and battle of identity. [ABSTRACT FROM AUTHOR]