Department of Humanities and Social Sciences
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Item Advertising through Social Media Networks: Let’s Catch up with the Internet Audience.(IJRCM, 2011-04) Chouhan, Gajendra SinghAdvertisers are always looking out for new ways of advertising to push their products and services in the markets. Advertising is one such activity that thrives on newness of presentation techniques and uniqueness of saleable ideas. Advertising industry, in general, claims to be ever changing, innovative, creative and technology driven in its approach. The Internet has added a new dimension to the existing media of advertising by opening up the world of social media networks and its millions of users. There is so much buzz about social media in today's world. From Facebook to MySpace to Orkut, and our very own desi versions such as Ibibo, Yaari and Minglebox, suddenly all Internet users seem like one big family. The Internet world is vibrant and the ultimate transformation that is taking place is within business landscape, worldwide where companies are beginning to leverage informal social networks to engage people, mollify customers, strengthen their brands and even hire people. The paper manly talks about the social media as strong advertising component, how does it work, what are the genres it offers, the marketing potential of social media, and some of the success stories from Indian markets. It further explores that the large number base of users would make social media an easy, favourable and cost-efficient choice of advertisers in the days to come. Although many companies are experimenting with the medium through Facebook, Orkut, You Tube and other applications, a lot needs to be done to achieve significant resultsItem Social Media Advertising and Public Awareness: Touching the LGBT Chord!(Journal of International Women’s Studies,, 2016) Chouhan, Gajendra Singh; Shukla, TanuAdvertising is a form of persuasive communication with an audience. It is a promotional tool that helps in selling new ideas, products, and services through print, electronic and digital media. Advertising as one of the most influential components of mass communication is also strongly associated with social issues. In recent times, social media has acquired massive influence, providing an attractive and universal platform to every domain of businesses. Social Media has become an instrument to accelerate the process of change where it promotes social awareness and advertising in the society. As advertising mirrors the society, it strongly captures the changing social mores and reflects them through various media. Currently, we see social issues like pollution, corruption, feticide, single parenting, and LGBT equality reverberate in social media. Under the existing circumstances, communicating social messages through advertising makes the brand more purposeful, memorable and emotional for consumers. This study examines the effects of social media on consumers with respect to an advertising campaign by Myntra, one of the India’s leading e-commerce fashion platforms. The advertising touched the LGBT chord, emphasizing how the modern Indian woman can voice herself, create her identity and have her own space in the society. The digital campaign titled ‘Bold Is Beautiful’ was launched to promote Myntra’s apparel brand Anouk with three woman-centric issues around which the society is not very comfortable–homosexuality, single-parenting and the joy of staying single. This article focuses on research around an advertisement highlighting homosexuality, titled ‘the visit’. According to the survey, the brands perceive making such advertisements a necessary step towards maintaining a healthy public image. A survey was distributed to management students of a premier educational institution, pursuing their Masters of Business Administration (MBA). The results indicated that a majority agreed that if these issues were addressed more openly, then it would create a sense of boldness and power among the LGBT community. They believe that advertisements portraying social issues should expand beyond typical advertisements of products to promote social change in the mindset of society towards these issues, in order to eradicate narrow-minded thought processes. The advertisements contribute toward achieving freedom of sexuality in society.Item The Rising Tide of Fake News and How to Tackle It: Quickfix Solutions Will only Create More Problems(The Times of India, 2021-02-03) Chouhan, Gajendra SinghFake news affects everyone and everything. It comes to us in myriad shades: viral rumors, morphed images, conspiracy theories, and unconfirmed tweets and posts. There is no easy way out to curb its reach. We may blame young people who are not media literate, or social media that is largely untapped by any regulation or responsibility. The author offers three takeaways to overcome present misinformation landscape: people, praxis and policy. Taken together these three areas, the society would much balanced, clean and informedItem Infodemic of Fake News: Hope for Print(University News, 2020-12) Chouhan, Gajendra SinghThe media reporting of the COVID-19 pandemic has risen the critical questions about the future of journalism. Getting a clear, accurate information of disease is often difficult, as most of us do not know that we are dealing with a fake news, forwarding a photoshopped image or watching a concocted video. Social media is overwhelmed by lots of self-proclaimed experts’ advises, precautions and treatments to protect oneself from the coronavirus. Amid these misleading claims circulating online, it is hard to know what is real and what is fake. The author explores the possibilities of looking through the social media from the perspectives and practices of print media and makes a strong pitching that the robust editorial behavior and standard ethical print culture could salvage the menace of misinformation in civic society. The dying print may still be a torchbearer to a fast-paced, interactive social media and help it gain credibility and acceptance form the masses. There is a serious concern that digital connectivity is widespread and untapped posing an infodemic of inaccurate information about COVID-19. It could also a moment of redemption for social media to manage this misinformation and follow print media to check the proliferation of misinformation on their platforms.