Journal de communication de masse et de journalisme

While the contemporary Indian feminists are busy in on-street protests and campaigns regarding woman’s mobility, what is going on inside the Indian households assumes more importance due to its major role in shaping the attitudes and outlook of men and women participating in such events. Advertisements, in a globalized India, act as a major platform for selling the products of MNC’s. The brain surgeons sitting in ad agencies position various products by targeting Indian families and portraying images of their values, patterns of relationship and space shared by the members. And television being a living room mass medium with high reach multiplies its scope of touching different aspects of personal and public life of the families. Gender relations are one of them. Previous studies in this field have been confined to sex roles, stereotypes and portrayal of women as a mother, wife and working lady in the ads. This paper attempts to study the patterns of gender relations portrayed in television advertisements and its relationship to the current positon of women in Indian households. The study is undertaken with broader reference to the division of labor, decision-making, help, advice, mobility and interpersonal communication between male and female partners in the family. Method of content analysis, both quantitative and qualitative, was used to analyze 500 Hindi television advertisements using codes based on these four parameters. For the second part, a survey was conducted from 500 respondents in the metropolitan capital city of Delhi. The questionnaire listed various tasks and decisions of routine family life on a nominal scale. Another Section contained attitudinal statements about women with reference to various roles and decisions involved in domestic, financial and outdoor situations between husband and wife. The agreement of respondents was measured using 5-point Likert Scale. It was found that the position of Indian women in the capital city is like a satellite which depends on the Sun to receive light. And the same pattern is reflected in television advertisements. It was concluded that with the motive of increasing their sales, advertisers are trying to encourage anti-feminist mindset by portraying male dominance in both public and private spaces of the society

The new technologies of mobile and digital media have revolutionized the entire media. This paper puts a light on new trends in digital reporting or mobile reporting and also discusses limitations and blemishes of the technology. Mobile journalism is the new way of reporting incidents live. Incident proves are spread fast using mobile and social platform. Different applications have been developed for community reporting. Where the new technologies have made the work easier, they have also put a question mark on the authenticity and reliability of these reports. The study further discusses the importance of online mobile journalism and mobile tools, as the past decade use television to broadcast any news. In future people may see many other technologies far better than mobile journalism. Cell phones are now much more productive in news recording from even in hand or pocket. To capture young audience we use mobile journalism, for this social media, internet and web contributes much more to collect information. Nowadays learning new technology, to change daily bases work habits, and adaptation of new job requirement to maintain job security and to be succeeded in career, as the mobile journalism also disrupts the transmit news market. Some future ideas are also discussed for the new trends and authentication of the reports generated by mobile reporters.

More farmers are meeting consumers’ demands for locally grown food by selling their agricultural products through community supported agriculture (CSAs). CSAs experience a high annual attrition rate of their shareholders. The researchers administered an online survey to shareholders of three [state] CSAs to identify their motivations, their attitudes and values toward the environment, and their level of community attachment. Shareholders desired fresh food products free of pesticides and desire to support local community members who grow food. For environmental attitudes, shareholders believed humans abuse the environment and the balance of nature is delicate and easily upset. Communicators and farmers could use the information to develop community-based social marketing campaigns that recruit new individuals to join a CSA and retain existing shareholders. Additional research was needed to identify additional factors that influence [state] shareholders, such as eating behaviors, social capital, and demographic characteristics.