(issn no. 2231-6310) | volume - 8, issue – 1, june 2018 ... · indian economy. 4. to know impact...

researCHer’s VoiCe

(issn no. 2231-6310) | Volume - 8, issue – 1, June 2018 – may 2019

(a refereed Journal)

Kasturi ram College of HigHer eduCation(under the aegis of Kasturi ram research Center for science and management)

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RESEARCHER’S VOICE(A Refereed Journal)

ISSN No. 2231-6310 Volume: 8 Issue:1 June 2018-May 2019

Editor–in-Chief

Prof. (Dr.) O.P. Yadav

KAStuRI RAM COllEgE Of HIgHER EDuCAtION(under the Aegis of Kasturi Ram Research Center for Science and Management)

A N I S O 9 0 0 1 : 2 0 1 5 C E R t I f I E D AffIlIAtED tO ggSIP uNIVERSItY, DElHI | ACCREDItED BY NAAC

Campus : Narela, Delhi-110040 tel: 011-27787132E-mail: [email protected] Website : www.krcollege.in

RESEARCHER’S VOICE (ISSN No. 2231- 6310) | Volume - 8, Issue – 1, June 2018 – May 2019

KAStuRI RAM COllEgE Of HIgHER EDuCAtION(AffIlIAtED tO ggSIP uNIVERSItY)

Narela, Delhi-110040 tEl:011-27787132, 27784774, 8802841785

PAtRONSh. Rajesh Kumar AggarwalExecutive Chairperson, KRCHE, DELHI

ADVISORY BOARDProf. (Dr.) Sanjiv MittalUSMS, GGSIP University, New Delhi

Prof. R. P. TulsianShaheed Bhagat Singh College, Delhi University

Dr. Trishu SharmaPrincipal, UIMS, Chandigarh University

Dr. J. GhoshDeputy Director, MSME (PPDC), Ministry Of MSME, Agra

Dr. J. K. ThukralAssociate Professor, SRCC, Delhi University, Delhi

Dr. Surbhi DahiyaCourse Director & Associate Professor, English Journalism, Editor, Communicator, Indian Institute of Mass communication

Editor-in-Chief : Prof (Dr.) O.P. YadavConvener : Dr. Vandana GuptaCo-Convener : Mr. S.P. SinghMember of Editorial Board : Ms. Suman Dhankad, Ms. Parul Sharma, Ms. Dimple AroraCirculation Co-ordinator : Ms. Muskan

©Copyright : Kasturi Ram College of Higher Education, Narela, Delhi - 40

Published by :

Shri Rajesh Kumar AggarwalExecutive Chairperson, Kasturi Ram College of Higher EducationNarela, Delhi – 40

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EDItORIAl BOARD

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“Face new challenges seize new opportunities test your resources against the unknown and in process, discover your own unique potential”

– John Amatt

Based on same thinking, it gives me a great pleasure to bring out the Volume-8, Issue-1 of “Researcher’s Voice”. The journal collaborating research papers on various fields. Our mission is to establish the journal as a premier research body in the country to raise public awareness about policy issues in Business, Education, Society and Economy and to facilitate solutions that will contribute to national development.

The annual journal “Researcher’s Voice” of KRCHE, with its modern layout and rich and informative contents is highly commendable amongst the readers. The quality of research paper has also been improved immensely over the past few years. The basic focus is to encourage more contribution from academicians and industry practitioners and create a brand on its own.

First of all I would like to thank advisory board and editorial board for their efforts in ensuring the quality of journal to be delivered. We owe my heartfelt gratitude to the authors and readers who have contributed for this journal.

I wish grand success for this endeavour.

Sh. Rajesh Kumar Aggarwal Executive ChairpersonKasturi Ram College of Higher Education,Narela, Delhi - 110040

ExECutIVE CHAIRPERSON’S MESSAgE

EDItOR-IN-CHIEf’S MESSAgE

It gives me immense pleasure to present Volume-8, Issue-I, of Researcher’s Voice to our readers, who will find a wide array of research topics with this edition.

Research means to find out something more in a very accurate form. When research is done in the respective studies, it has many fold impact and implications not only for the Industry but also for academia. Fostering research and providing a platform to publish good quality research papers based on empirical or scholarly research work has been a continuous endeavor of KRCHE-Researcher’s Voice.

Apart from this a National Conference was conducted on 12th January 2019 on the topic of “Contemporary Practices and Trends in Digital Marketing and Social Media”. It was a very successful event and more than 53 papers presented by various research authors. Various another events also held by the college for the development of students and academic staff.

I firmly believe that the current issue of ‘Researcher’s Voice’ will turn out to be Reader’s delight. It encompasses research papers from different domains such as Social Media, Modern Cinemas, Quality Teaching, Digital Marketing, Financial Market and Demonetization.

I thank all our reviewers, authors and readers for their patronage over the years and look forward to your continued support in taking the journal to greater heights. I also request the academia and corporate fraternity for their feedback or suggestions, which will help us in striving for excellence.

Editor-In-Chief

Contents1. Demonetization and its impact on Indian Economy & Business 7

Mr. Raj Kumar Teotia & Prof. (Dr.) O.P.Yadav

2. Role of ICt and New Media in Bringing about a Change in teacher’s Approach to Schooling 17

Mr. Keshav Patel

3. ICt in teacher Education 25Ms. Bhawana Sharma & Ms Ruchi Sharma

4. Reeling the Reality: A Study on Reality Shows 33Dr. Upasana Khurana & Ms. Aastha Raheja

5. Prospective teachers’ Effectiveness in Relation to their Emotional Maturity 39Ms. Parul Vats

6. gfj;k.kk ds ifjis{; esa fganh fQYeksa dk lkaLœfrd fo'ys"k.k (gfj;k.kk ds lanHkZ esa) 46 Jh vfdZu pkoyk

7. A Study on Digital Marketing and Its Impact on Consumer 51Dr. Ajay Sharma & Ms. Meenakshi Jain

8. Significance of Media in Indian Democratic System 59 Dr. Krishan Kumar

9. Awareness about the Role of Ngt among B.Ed. Students 67Ms. Seema & Ms. Shikha

10. Digital Marketing in India and its Emerging trends 76Ms. Bushra Siddqui

11. Impact of Cinema in Indian Society 84Ms. Mehak S. Zaidi

12. Impact of Stress on Employees and Organization 91 Ms. Parul Gaba & Ms. Geeta

13. Quality of Education in Rural Sector in uttar Pradesh 99Mr. Tarun Agarwal & Ms. Vinita Mavi

14. Yoga and Education: Asthanga Path of Education 112

Ms. Poonam Kumari

15. Working and Organisation Structure of Mutual fund in India 118 Ms. Parul Sharma & Ms. Muskan16. Impact of Cartoons in Shaping Child Behavior 128 Ms. Gauri Joshi17. Emerging trends in Digital Marketing in India 136 Ms. Hema Rani18. An Analysis of Sensationalism in News 147 Ms. Jagriti Basera19. Demonetization: Causes and Impact 162 Mr. Himanshu & Ms. Mansi20. Students' Perceptions towards Effectiveness of Industrial training Programs 171 Ms. Shweta Dabas

INfORMAtION fOR CONtRIButORS 181

guIDElINES fOR AutHORS 181

IMPORtANt INfORMAtION 183

SuBSCRIPtION RAtE 185

SuBSCRIPtION fORM 185

Researcher’s Voice | ISSN No. 2231-6310 | Vol. 8, Issue 1, June 2018 - May 2019

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DEMONEtIzAtION AND ItS IMPACt ON INDIAN ECONOMY & BuSINESS

Demonetization is necessary to stop the currency unit of its status as legal tender. It is used in very adverse situations to stop the corruptions. The old unit of currency must be banned and replaced with a new currency unit. The demonetization was done by the government of India to stop the counterfeiting of the current bank notes alleged to be used for funding terrorism and for cracking down on black money in the country. On 8th November 2016, the Demonetization of Rs. 500 and Rs 1,000 currency demonetization was taken by the Government of India. It was announced that with this measure black money, corruption and counterfeit money will be wiped out of economy with one stroke.

Despite of demonetization and problems faced the Indian citizen major developments by the governments efforts is to follow the paperless currency over the past decade, physical cash remains widely used throughout the world.

The move towards a cashless economy, the government has come up with a rash of discounts and freebies on digital transactions. The ease of conducting financial transactions is probably the biggest motivator to go digital. You will no longer need to carry wads of cash, plastic cards, or even queue up for ATM withdrawals. It’s also a safer and easier spending option when you are travelling. Therefore one of the main motivating factors for this study is to find out the alternatives of physical cash payments such as online bank transfer, E- Wallets, e- clearing, e- KYC, digital locker, Bhim Apps etc for doing electronic payments.

KEYWORDS: Demonetization, Economy, Cashless transactions, Black Money.

abstract

INtRODuCtION Recently in India demonetization means when RBI had withdrawn the existing note of Rs. 500 and Rs. 1000 in very short notice. Demonetization is the act of stripped down a unit of currency of its position as legal tender. The total currency in circulation in Hindustan was Rs. 17.77 Lakh Crore on 28th Oct. 2016. But in

RAJ KuMAR tEOtIA Asst.Professor,

HRIST,Ghaziabad, Email:[email protected]

PROf. (DR.) O.P.YADAVDirector,KRCHE, Narela, Delhi,Email:[email protected]

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Demonetization and its impact on Indian Economy & Business

the annual report of central bank stated that total notes in circulation up to 31st March 2016 was valued Rs. 16.42 Lakh crores. The proportion in which 86% was 1000 & 500 rupee notes. As we talk about volume, the report stated approx. 25% of total 9024.3 crore bank notes were in circulation.

But Govt. took an important action by declaring that Rs. 500 and Rs. 1000 rupee notes will no longer be legal tender from 8th Nov. 2016 midnight. In place of these notes the new currency notes of Rs. 500 and Rs. 2000 were issued by the Central Bank from 10th Nov. 2016. The notes other than older notes Rs. 500/1000 will remain legal tender due to the fake currency, black money and corruption the PM Narender Modi had taken this measure to resolve these problems spread over the country.

This step is taken to cleanse of economic system and trace out black money.

The following reasons are behind it.

1. To take on the black money in the Indian economy.

2. To reduce the cash transactions in India which is concerned with the roots of corruptions in Society.

3. To rule out bogus as fake currency cunning funds which had been used by group of terrors to fund for act of terrorism in India.

4. This step eliminated more than 5 Lakh crore black money from Indian economy.

If we look in past in Jan. 1946, notes of 1000 and 10,000 were withdrawn and replace it by issuing new 1000/5000 and 10,000 notes in 1954. The govt. had again taken this step. In 16.01.1978 demonetized 1000/5000/10,000 rupees notes to trace out black money.

OBJECtIVES Of tHE StuDY 1. To sketch the impact of demonetization and its experience in various countries.2. To examine or analyze the prompt impact of demonetization on economy.3. To work out the probable out comes and impact of the demonetization in

Indian economy.4. To know impact of demonetization on industry and business.

RESEARCH MEtHODOlOgY The secondary data is the base of this paper. This data has been assembled from various newspaper, journals, internet, news channel and graphs, and percentile method has been used for analyze the secondary data.


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PROCEDuRE tO ExCHANgE OlD NOtESThe central bank of India strictly followed the detailed procedure for this demonetization. New 2000/500 notes and Rs. 100 notes were issued following are the main points: -1. The person or citizen who hold these type of currency to tender their bank

notes at any office of central bank or any nationalize or private bank branch and credit the value into their bank accounts.

2. The limit of cash withdrawal from bank accounts restricted to Rs. 20,000 per week and Rs. 10, 000 per day from Nov. 09, 2016 to Nov. 24, 2016.

3. The provision for immediate cash need was, old 500/1000 notes up to Rs. 4000 per individual can be replaced for new currency as well as Rs. 100 bank notes over the counter of bank branches from Nov. 10th 2016. It was necessary to filling up a requisition form along with ID Proof.

4. All ATMs will distribute (dispense) notes of 100 and 50 rupees.5. At the time of demonetization banks provided all withdrawal transaction at

ATMs free of cost till 30th Dec.2016 to their customers.

The cash withdrawal limit from ATMs was restricted to Rs. 2000 per day per card upto 18th Nov. 2016 but by 19th Nov. 2016, this limit was reused Rs. 4000 per day per card.

However, there were some entities where we could use our old currency notes there were petrol pumps, Govt. Hospitals, CNG stations, airlines booking, trains, state govt. recognized diaries and ration shops, schools, post offices until 14th Nov. 2016 for foreign tourists, international airports were also instructed to facilitate to accept the notes up to the value of Rs. 5000.

lItERAtuRE REVIEW OR tHE ExPERIENCES fROM SOME COuNtRIES

Soviet union Mikhail Govt. banned the currency notes of Ruble 50 and 100 in soviet-union to trace out the black money and give the proper life to the common public in 1991. But in the beginning the decision of Garbachav took a long term and common people started doubting the government, due to the decision of Mikhail Gorbachav.

ghanaIn 1982, Ghana govt. take the step of demonetization of cedi 50 to move back of black money in the nation. Due to this the people of this country lost their faith from the economy of the country. The impact of this demonetization was after few days, crores of money was found on roads.

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Britain In 1971 to bring uniformity in currency the Britain Govt. took the step of demonetization and old notes stopped in circulation and replace it with coins of 5 to 10. The declaration of this step was announced by govt. from last 2 years. This policy gets success in Britain.

CongoIn Congo dictator Mobutu made desirable changes in currency prevailing in country for smooth running of economy. The result was not fruitful the prices of daily need goods increased and share mkt. show a huge downfall.

MyanmarIn 1987 to keeping the view of trace out the black money and corruption.The military govt. stopped the currency notes in Myanmar. But in this scenario number of people died due to political dispute among govt. and so, demonetization come to an end.

NigeriaIn the president ship of Muhammadu Buhari, he started new type of currency of notes to bring economy in stable position. Buhari resigned from his position because he didn’t bought any undesirable changes in the economy. It took long time 21 years for him to become president again.

North KoreaIn 2010, keeping in view to change in economy and to move back the black money of the country, dictator Kim Jon-2 made some changes with currency. But due to this change the prices of necessity product increased. This led the common man to become angry.

IMPACt Of DEMONEtIzAtION IN INDIAN ECONOMY As the country say good bye to old currency of Rs 500/1000 rupee note and with restrictions on exchanging money and impose tax on high amt of deposits the economy of India is going through some serious churn.

Cash CrunchThose sectors dealing with cash only i.e. Vendors, Rikshawallas, daily wage earners, taxi drivers and small trackers, demonetization has direct impact on above these sectors. Indian system mainly functions on cash and so less cash means disruption in the flow. Even sectors like real estate, which deals with illegal cash transactions, will go through a rough patch leading to fall in profits.

Interest RateThe main impact of demonetization is on interest rate. Due to this money is deposited


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in bank and people earned in it for the same. After the announcement that Rs. 500/1000 is not a legal tender form 9 Nov. 2016, there had been huge deposits in banks. Some of the leading private and public banks reduced the rate of interest on deposits. Investors get less interest on their deposits, but the good news was that it would have a long term positive effects an Indian economy as leading rate or we can say rate on loan will fall. This will boost credit & investment to recover the slumping economy.

Inflation Due to the demonetizations the general price level become lower which may lead to deflationary pressures, because of less cash supplying in comparison of goods. Fall in price would help to common man because during this goods become cheaper.

the tax effectIn this scenario the deposits of above Rs. 2.5 Lakh have not been justified to the income tax department will be taxed 200 percent. This could help to convert black money into the white money fold. The revenue provided from this used to the deficit the budget. This step will help to provide revenue to central govt. Demonetization is the first step in creating a ripple in taxation policy before GST Ralls out.

growth:The parameter in estimation of growth of economy is the GDP. Research from have already cut growth estimates by 0.5%. Because there are many sectors where run through cash so Indian’s economy could shrink. The sectors which are nontax payer, now be formalized. A fall in consumption is also due to fall in cash availability.

This demonetization helps to produce the huge amount from nontax paying sectors. This will help in the growth and there fare GDP would not face a negative impact.

Effect on various economic entitiesThere are certain sectors of Indian economy, which could face short term disruption in facilitation of their transactions. These sectors are small traders, service sectors, political parties, household, retail sectors and professional bodies like doctor, carpenter etc.

tHE SECtORAl IMPACtS Of DEMONEtIzAtION Consumer Electrical Consumer electrical products like fans, lights, switches, are low ticket-size products (priced between Rs 100 to Rs 2,500) as well as products of basic necessity. Hence, we do not expect any severe impact on their demand because of the demonetisation

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drive. However, consumption of certain products like house-wiring cables and industrial cables could be impacted because two of their key user industries are housing construction and infrastructure projects which are likely to be affected by demonetisation. These measures are negative for Voltas, Havells India as a lot of demand comes from Tie II/III towns and is dealt in cash.

telecomsThere is no meaningful impact seen on telecom due to demonetisation plan. However, slowdown in smartphone sales could potentially slow adoption of mobile broadband subscriber penetration. Moreover any pressure on global liquidity could delay the plans of telecompanies who are looking to monetize tower assets. Further telecom companies will be under pressure due to relatively high valuations, negative earnings momentum and lack of positive catalysts.

financial (Banks, MfIs, NBfCs, HfCs)Banks will benefit from the move to demonetize. CASA accretion will shoot up in banks, esp. PSU Banks. This owes to rush to deposit cash in the banned denominations (500/1,000 Rupees). The CASA growth has already seen a sharp improvement and the huge deposit inflow will result in a system wide moderation of the rate environment. However, this can be short lived. This is because a large part is likely to be utilized by depositors to pay for business/personal requirements, a relatively smaller part may be parked into higher yielding deposits while some may be simply withdrawn in the form of cash. Ten year yields have crashed to 6.4% (~down 40 bps in 2 weeks) and this is expected to aid treasury profits significantly. Overall, the banking system has already seen an influx of Rs 4.0 tn of CASA mix over past ten days and it is expected that the deposit base increases by Rs. 10 tn by Dec-end and even if 25-30% of these deposits finally stays in the banking system and that alone can boost the systemic CASA mix by up to 3%. Some pressure can be seen in form of asset quality for both Banks and NBFCs – particularly on Loan Against Property (LAP), developer financing (players like Indiabulls Housing Finance, PNB Housing,etc) and impact in SME business (DCB Bank etc) . Further there might be some pressure on the cash collection which has been the forte of some of the NBFCs (Like MMFS – 60% is cash collection). Further all these NBFCS (like Repco, Chola Finance, Gruh) has the MOATs that was to look beyond the Tax Forms ( only 3% of Indian files IT tax return) so this might hamper their operations. Some impact could be seen on demand for consumer durable, which could impact the players like Bajaj Finance, Capital First. This will also be negative for gold finance players (Muthoot Finance, Manappuram Finance) wherein lot of dealing happens in cash (similar impact was visible when PAN card was made mandatory for Rs.


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2 lakhs). For MFIs these might not be much negative in near to longer term (near term - for 1 month or so - cash collection and delivery might get delayed due to issues in currency circulation), given the lower ticket size in which they operate.

Information technologyWe do not expect demonetization to impact the IT sector as more than 95% of revenues come from exports. Domestic business is also B2B business. There may be impact on Hardware companies which operate in the domestic economy, though. There may be a temporary impact on training companies, due to the cash crunch. However, as IT training or IT-led training is linked to career progression, so any structural impact on demand is not expected.

textileThe organized textile sector has welcomed the decision as the demonetization decision by RBI would streamline the transaction system and would result in transparent business transaction with overseas traders. The decision would increase the usage of electronic clearing system for making payments and would reduce the black transactions significantly. On contrary, this decision is setback for unorganized textile sector of the country that is dependent on domestic market for revenue generation. Restriction of withdrawals from bank is expected to impact the weekly payment to contractual workers in textile sector. Additionally, constraints on cash withdrawals would negatively influence the procurement of new cotton, yarns and fabric in India.

Short term & long term impact of Currency Demonetization for Indian EconomyThe demonetization effort being led by PM Modi in India is appreciable to an extent but follows positive as well as negative aspects. The aim is to wash the stock of “black money” out of the economy and get it into the banked and taxable part of the economy.“Cleaning of the black money is a very positive step. However, certain things will happen as a result of this. Transactions will now begin to move to white economy through the banking system which means there will be surge in bank deposits. Even savings in terms of deposits will go up.”Many renowned personalities like politicians, businessman, and so on have huge reserves of black money either in India or abroad. All the notes of are in high – value denominations. Now with the news of demonetization they will be forced to deposit their black money into the banks, after submitting their PAN or Aadhar or Passport number, to get new currencies. This will help the government to catch the culprits and keep an eye on all the fraud people who are helping them in converting their black money into white money.

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Peoples are facing lot of problems with the old currencies. They have to make long queues either to deposit their money or to exchange them. Moreover the ATMs are not updated yet. The shopkeepers and the others are refusing to take 2000 rupee note because they don’t have sufficient amount of small denomination currencies. The government is taking necessary steps to upgrade the ATMs and printing new currencies at a very high speed so that it reach the people without making any more chaos in the market.The sudden stop in the availability of currency has led to a liquidity shock to the people in the nation. Lack in currency of Rs.500 and Rs.1000 has disturbed economic activities such as consumption, investment, production, employment etc. In this context, a number of short term and long terms impacts can be seen on the Indian economy.

Short-term impacts• GDP formation will be effected with the reduction in consumption demand.

Consumption ↓→Production ↓→Employment ↓→Growth ↓→Tax revenue ↓• Certain sections of the society namely agriculture sector, small traders, households,

SME’s, daily wage earners etc. will face short term disruptions due to absence of liquid cash.

• Money supply will reduce in the short-run until the new 500Rs. & 2000Rs. gets widely circulated in the market.

• Negative impact on disposable income and the consumption patterns of the people is expected.

• Less currency circulation will reduce inflation.• Short term recession in sectors like real-estate, construction material, textile,

handicrafts etc.• Its impact will be seen on farmers as this is the harvest time and farmers

generally deal in cash.

• Rate of capital formation growth will go down as no investments will take place.

long-term impacts• Government revenue will boost up as more earnings would be declared. The

unbanked people will move to banking like Jan-dhan contributing towards government’s efforts of financial inclusion.

• Demonetization will set accountability in motion as service/sales tax is not paid by people like local photographers, tailors etc. and thus their income goes unaccounted.


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• Collection of higher taxes will help in nation building like development of roads, infrastructure, transportation and many others.

• Increase in nation developmental projects will demand more labour and other skilled manpower which will give rise to employment opportunities.

• It will bring more business in taxation i.e. GST benefits.• Cash in system will boost educational loans and business loans thus bringing

more opportunities.• It will lead to better business environment, less corruption and transparency.• Substantial increase in the demand of Digital transactions system, E-wallets,

usage of plastic money, online transactions using E-banking etc.• Gold imports will be reduced because of the investments in gold by people as

an alternative to cash deposit in the bank.

In the small and medium industries that are paying very high rate of interest. Due to demonetization reduction in interest rate will very helpful to them. On the other hand big industries in India have access to foreign funds and are able to draw money at international rates.

Recently lot of Indian and global leaders have praised demonetization as a good idea for medium - long term growth in India. I think the big challenge has been that of implementation. I am sure the government had to make some tradeoffs between keeping the secrecy of the mission vs. consulting all stakeholders and creating a full proof implementation plan and some of that shows as we see the execution challenges in the next future.

CONCluSION To conclude the decision of demonetization will prove excellent in long run and our tax consultant will earn a huge profit because now the people will appoint them for the returns and filling and the government can earn huge economic benefit.

If the money disappears, as some hoarders would not like to be seen with their cash pile, the economy will not benefit. On the other hand if the money finds its way in the economy it could have a meaningful impact. However experiences from different countries shows that the move was one of the series that failed to fix a debt-burdened and inflation-ridden economy.

Now the government has taken all the necessary steps and actions to meet the currency demand and the trial and tribulations of the people will be over with the smooth flow of the new currency.

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REfERENCES 1. Partap Singh. 2013.Depreciation of Rupee in Indian Economy: An Analysis,

“International Journal of Innovations in Engineering and Technology (IJIET)”, Vol. 2 Issue 4 August 2013 332, (ISSN: 2319 – 1058)

2. Partap Singh. 2013. Gold Prices in India: Study of Trends and Patterns, “International Journal of Innovations in Engineering and Technology (IJIET)”, Vol. 2 Issue 4 August 2013 332, ( ISSN: 2319 – 1058)

3. Partap Singh. 2010. Impact of Financial crisis on Indian Economy “Southern Economist” Vol. 49, no. 2. May. 15, 2010; (ISSN: 0038-4046

4. http://www.business-standard.com/article/economy-policy/five-likely-effects-of-demonetisation-on-economy-116110901411_1.html

5. http://www.business-standard.com/article/economy-policy/five-likely-effects-of-demonetisation-on-economy-116110901411_1.html

6. ht tp: / /economict imes. indiat imes.com/art icleshow/55348597.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst

7. http://www.financialexpress.com/economy/history-of-demonetisation-when-morarji-desai-government-ceased-rs-500-rs-1000-and-rs-

8. Newspapers: The Economics Time, August –September, 20129. The Business Line, July- September, 201210. The Hindu ,Oct,201211. Business Environment by Jyoshi and Kapoor, Kalyani Publication.12. Dwivedi, Atul Kumar (2016): “What are the pros and <bold>cons</bold> of

demonetizing Rs. 500 and Rs. 1000 notes?” www.google.com13. Singh, Partap (Dr.) & Singh, Virendra (2016). Impact of Demonetization on

Indian Economy.14. www.rbi.org.in 15. www.google.co.in


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ROlE Of ICt AND NEW MEDIA IN BRINgINg ABOut A CHANgE IN

tEACHER’S APPROACH tO SCHOOlINg

The present paper is a conceptual analysis of the discussions on the changing role of teacher in the classroom with the use of new media and its impact on the concept of schooling in the present times. The research is based on study of articles and research papers available on the subject and case study conducted on three different teachers over the period of 3 months. The students were also asked about their responses on the teaching style of the teacher and the role of technology in bringing about learning in the classroom. The research clearly reflected the enhanced emphasis on creating environment of learning using technological aids in class and a cost factor associated with it.The role of teacher as a knowledge carrier and dissipater has changed in the present times to one of knowledge facilitator. In this role it has almost become imperative for all teachers to groom themselves to the handiest tools of new media and thereby create better access to information outburst through guided and controlled use of the new media and ICT. The research allowed us to bring about the ease to information access and to connect with the parents on one hand but it made schooling as a concept a big challenge, especially from the teacher’s perspective.

KEYWORDS: New Media, Role in Schooling & Changing Role of the Teachers.

abstract

INtRODuCtION “Great teachers using digital technology with certified computing skills will be the most powerful educators in the 21st century” (Learning in the 21st Century Teaching Today’s Students on Their Terms 2005)

The educational system must make its contribution to the development of habits, attitudes and qualities of charter (Patel 2016), Human development and technology go hand in hand. Education especially at school level is an assurance to proper transfer of this development and technology to make way for further advancements.

KESHAV PAtElResearch Scholar MGCGVV Chitrakoot (MP)

[email protected]

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Role of Ict and New Media in Bringing about a change in teacher’s Approach to Schooling

Teachers of today have a different role than the past. The present generation of learners, one that has the whole plethora of information at a mouse click is perhaps looking for the teacher who has evolved out of the role of merely the knowledge transferor to a more advanced and contemporary mentor who can use the available resources to hold the attention of the learner and stands true to its validation that has become handy with the use of world wide web.

WHAt IS NEW MEDIA?In the fast changing world media too has evolved especially in the last few years and technology undoubtedly has been the driving force that is influencing people’s live manifold (patel 2015), New media refers to “those digital media that are interactive, incorporate two-way communication and involve some form of computing,” Robert Logan writes in his book Understanding New Media, New media is “very easily processed, stored, transformed, retrieved, hyperlinked and, perhaps most radical of all, easily searched for and accessed.” (Neese 2016) Professor and new media theorist Lev Manovich describes new media as being native to computers or relying on computers for distribution: websites, human-computer interface, virtual worlds, virtual reality, multimedia, computer games, computer animation, digital video, special effects in cinema and interactive computer installations. --- (Neese 2016)Schooling incorporates educating, providing instructions or training received in a school. Transferring knowledge and disciplining the child to suit the social needs is the primary need of schooling. The purpose is to make the primate child an able member of the society, who not only does understand the human culture and environment but is also equipped with the skill-set to enhance the quality of living of his fellow-beings and life in total. This states that the intent of schooling is to create individuals suitable for the social order and one that fits in to the life at a particular instance of his survival. The concept of schooling has therefore taken several different turns with the advancements in the development of society which itself has been impacted largely by the technological advancements. The age of ‘population explosion’ and ‘information explosion’ (Z.Khan n.d.) as addressed by Z. Khan in his article titled ‘Role of Mass-media in Education in India’ is a time of knowledge expansion both in quantity and quality. In light of this aspect the Present-Day schooling has taken a different shape and direction seen never before. Mike Britland comments, ‘During 10 years in the profession, I’ve seen technology alter the role the teacher almost beyond all recognition. Teachers have undergone a Kafkaesque metamorphosis from Mr. Chips to Mr. Jobs; wooden, flip-lid desks have been replaced by iPads.’ In his article ‘How has technology transformed the role of a teacher?’ published


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in a blog on the education section of The Guardian, Britland balances the use of technology in the classroom making teachers the knowledge facilitators aided by technology. (Britland 2013)

MEtHODOlOgYAn extensive study of the literature review focused on the use of ICT and the more interactive New media in the modern-day classrooms and its impact on the teacher’s approach to schooling was done for understanding the development of the change. Since the study has intense observation of the way teachers have responded to the intrusions of technology-based education in different forms, the researcher has attempted to do case study on teachers who volunteered for participating in the study. The teachers were asked if they were using technology in any form in their classrooms and then they were studied separately for the extent to which they were using it and how and whether any such use made their teaching-learning activity more emphatic. The three case studies presented here in this paper, are chosen for reasons of difference in the audiences and the methods deployed by the respective teachers. The research also attempted to study the attitude of these teachers towards the change in the approach towards schooling. For the sake of study each of these teachers were monitored for a subject topic they would teach with a special emphasis on the use of teaching aids as a part of classroom environment, engagement process of the students, for evaluation, creativity and other aspects of classroom dynamics.

Case study 1: Mrs. lata DwivediMrs. Lata Dwivedi is a trained graduate teacher having an experience of teaching science to the students of middle school (School A), class 5 to 8, in a CBSE school. Mrs. Dwivedi has seen the transformation from the traditional blackboard and textbook teaching to the smart boards and new media being used in the classroom teaching. Mrs. Dwivedi has had continuous exposure to up-gradations in the teaching techniques provided through the CBSE teachers trainings. Mrs. Dwivedi has a close connection with her students and treats the challenges of present-day teaching with a welcoming alacrity.

Mrs. Dwivedi’s classroom session was monitored for a science class for 7th graders learning on the subject for a period of 3 months. It was a class of 25 students belonging to rather well-off families who could afford education through technological interventions.

Classroom Environment: The classroom was equipped with Smart board having connectivity with the world wide web. The other tools available in classroom were the whiteboard in a usual classroom with desk and chair.

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lesson delivery: Mrs. Dwivedi usually made use of Smart Board to show some subject related material to the students and then developed the lesson with the use of the text. She would write notes on the smart board which could be then shared over a common platform in other classrooms. If required she would also send a copy of these notes to the students over the emails of the parents. This activity saved the time in writing the same set of questions or notes in different classrooms with similar set of learners and made retrieval easy. The students were given assignments at the end of every lesson to connect the learnt concept to other subjects. This was done, says Mrs. Dwivedi, to develop interdisciplinary approach to learning and create learning as a composite whole.

Evaluation: The students created projects taking help from the internet and brought to the classroom in digital format to be shown before the class in a USB drive.

Engagement: In the present case it was observed that the students felt interested in the subject matter with the audio-visuals used in the begging of the class. This not only helped the students to visualize but also feel interested in validating and researching on the said subject further to the lesson in the classroom.

Students’ Response: On interaction with the students the researcher found that the students expressed that they used WhatsApp group as a platform of interaction for sharing notes and clarifying doubts with their teachers. The students said that the use of audio-visual material in the class enabled better understanding and promoted interest in the subject.

Role of teacher: The teacher in this case was equipped with the use of SMART Board and internet-based study material. The teacher had to make efforts to plan out the resource and its application throughout the process of learning. The teacher here acted as a key to planning the entire resource such as to make learning handy to the students. The use of technology was largely responsible for creating enjoyable and more receptive classroom sessions.

Case Study 2: Mrs. Smita BharadwajMrs. Smita Bharadwaj is a teacher in her late 30s and has gladly been into the profession of teaching the students of high school (School B) for about a decade. She teaches in a state board affiliated school. A smart and well poised individual that Mrs. Smita Bharadwaj’s personality reflects confirms her firm command over her knowledge of the subject of Economics that she teaches very passionately. Her classroom sessions for her classroom teaching in class 10thwas monitored for 15 sessions over a period of 70 days. The targeted class was of 60 students from varied family backgrounds. The feedback of her students was also taken to observe


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their take on the role of teacher and technology towards the learning acquired in the class.

Classroom Environment: The classroom is a basic classroom with blackboard and display-boards. The students belonged to the lower middle class and did not come from economically well-off backgrounds.

lesson delivery: The teacher started the class with the news updates from ‘The Economic Times’ and discussed the important terms in the class. The teacher would sometimes carry a Bluetooth connected standalone speaker and connect it to some audio excerpt from internet to allow students to listen relevant lectures from internet. The lessons were majorly delivered using the text and blackboard approach.

Evaluation: The students were given classroom tasks and short assignments where they were allowed flexibility to take material from the internet to suffice the needs of the projects.

Engagement: The classroom was engaged by the teacher in activities like role plays, small presentations and projects to engage the class in the learning concepts.

Students’ Response: The students found the activities interesting, and for the purpose of assignments often made use of the internet services. The students accepted that the internet was a storehouse of information and its incorporation in regular learning activities in the class may help them learn faster and better. The students also said that for making projects or doing assignments they inevitably resort to internet for getting information or references. Classroom teaching is supplemented by information from internet. Although they did not have ICT facility in classrooms, they did use internet for supplementing various educational purposes.

Role of teacher: The teacher in this scenario held an active role as a knowledge provider. The students did not have an immediate facility to cross check or validate on the information provided and hence were more or less dependent on the text and the teacher for understanding the concepts.

Case 3: Mrs. Deepa BoseMrs. Deepa Bose is a Language facilitator who works as a freelancer in premium schools of Bhopal (School C), for English specific lessons. She is a post graduate in English Literature and graduate in Education and has been working as English Teacher for last 10 years. She proudly shares her experience of learning computers and the ICT aided teaching techniques in order to keep herself abreast to the learning styles of the Present-Day learners. Researcher has observed her lesson delivery in 2 different schools for the learners of class 11th for the concepts of English Literature.

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The students of the visiting classes have Tablets available for use both in class as well as otherwise

Classroom Environment: Mrs. Bose sends the initial key-points of discussion beforehand to the course Co-Ordinator of the respective school who shares it with the students of the respective school a day before the students are scheduled for the lecture. The classrooms are equipped with the audio-visual facility, SMART board with internet connectivity and screen.

lesson delivery: Mrs. Bose would cast some narrations of poetry on the screen from popular social media sites like Youtube.com. More than one poem by the same writer would be presented on the screen so that the students could find the comparisons handy. After a suitable explanation to the relevant features of the literary piece a quiz would follow. Mrs. Bose would then ask the students to log in to the emails where she would share a quiz with the help of Google Forms. The class would attempt the quiz and the same would be assessed by Mrs. Bose instantaneously.

Engagement: The students were completely involved in the subject matter through intensive use of technology and new media.

Students’ Response: The students said they found the lessons interesting. More could be covered in less time and instant evaluations kept students on the toes which sped the process of learning. The students asserted that this would not have been possible without the intervention of technology and features of New media.

Role of teacher: The teacher in this kind of teaching has to work all the time on apt resources and adequate use of new media to bring about cognition in learning. The constructivist approach is enhanced by the use of audio-visual aids in helping the teacher create an environment which is other-wise difficult thing to create in a Literature classroom.

ANAlYSIS The case studies clearly depict the increasing need of the use of ICT and new media in the classroom teaching. International Education Advisory Board (IEAB), USA, presented a white paper to represent Certiport stating thus;

“Today, information and communications technologies (ICTs) infiltrate classrooms around the world at an exceedingly rapid pace. In the wake of this influx, educators face growing challenges as they teach a very “wired”—and more and more “wireless”—generation of students using technology that is evolving every day.” --- (Learning in the 21st Century Teaching Today’s Students on Their Terms 2005)

An article published in the Journal Medical Teacher tried to demonstrate the use


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of “push technology” via Twitter and Facebook to deliver educational content of the curriculum to mobile devices of the student users. It was found that, “Due to ease of use and widespread applicability, Twitter and Facebook are excellent applications of “push technology” as a means to deliver educational content. This pilot project demonstrates the potential of social media to both supplement and enhance traditional educational methods.” (David P. Bahner 2012)

The case studies reveal that there is a strong intervention of ICT based learning methods in the modern-day schools. The children are surrounded by an environment that dictates the use of interactive learning tools to be a part of the learning league. It cannot be ignored that the technology intervention comes with a cost and that such learning facilities need to be further popularized so as to force the market prices to reasonably fall down. It cannot be ruled out that the technology aided education is the call of the day. Not only does it enrich the process of learning, it also saves time and energy to deliver quality education.

CONCluSIONThe teachers are using the available ICT and New Media to enhance the learning quality and enrich learning experience. In a way new media has become a part of learning environment of today’s learners and therefore the teachers are forced to make conscious meaningful and strategic use of the resources on new media to involve the learners and stay connected with them. The case studies reveal an increased participation by the learner with the use of ICT and new media. The role of teacher in such a classroom witnesses a change. Now the teacher has a role of facilitator and education is more or less content centric. The teacher of today has to be therefore ready to update the technical knowhow in order to match the teaching-learning methods and their effectiveness.

REfERENCES1. Britland, Mike. 2013. “How has technology transformed the role of a teacher?”

www.theguardian.com. 06 18. Accessed 11 28, 2008. https://www.theguardian.com/teacher-network/teacher-blog/2013/jun/18/technology-transform-teaching-students-schools.

2. David P. Bahner, Eric Adkins, Nilesh Patel,Chad Donley,Rollin Nagel,Nicholas E. Kman. 2012. “How we use social media to supplement a novel curriculum in medical education.” Medical Teacher 34 (6): 439-444. Accessed 11 26, 2018. doi:10.3109/0142159X.2012.668245.

3. 2005. “Learning in the 21st Century Teaching Today’s Students on Their Terms.”

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certiport. Mona Bickham. Accessed 25 11, 2018.4. Neese, Brian. 2016. online.seu.edu. 02 15. Accessed 11 28, 2018. https://online.

seu.edu/what-is-new-media/.5. Patel, Keshav. 2016. “Educationand CommunalHarmony.” Journal of Advanced

Research in Journalism & Mass Communication (ADR Journals) 1 (3): 26-27. Accessed 01 03, 2019. https://www.researchgate.net/publication/327106342 Education and Communal Harmony.

6. patel, Keshav. 2015. “Politics and Media Social Media in the Indian Context: -New Flavor of the Season.” Global journal of multidisciplinary studies (edwin group of journals) 4 (6): 268-270. Accessed 01 03, 2019. Doi:doi: 10.13140/Rg.2.2.11166.59205.

7. Z.Khan. n.d. “Role of Mass-Media in Education in India.” yourarticlelibrary.com. Accessed 11 28, 2018. http://www.yourarticlelibrary.com/education/role-of-mass-media-in-education-in-india/45260.


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ICt IN tEACHER EDuCAtION

In order to keep pace with time it is necessary to make use of technology in education in the present scenario of digital world education cannot be kept apart from technology. When we embrace technology to make learning, learning becomes more joyful and fruitful. It helps in making technology learning process learner centered. Use of I.C.T. such as videos, multimedia, television provides unique opportunities in drawing out true potential of learners and improve education practice senses are door of knowledge use of technology in education engages more than one sense of a learner and makes learning environment more conducive. In the present study researcher has made an attempt to find out various digital challenges of teacher trainees. For the same researcher has critically analyzed the curriculum of D.El.ED Ist year and IInd year trainees. Interview was used as tool 25 students of D.El.Ed IInd year were the sample of the study. Lesson plan files of 20 trainees (10 from Ist year, 10 from IInd year) were analyzed. Study was descriptive in nature. Sampling technique was purposive.

KEYWORDS: Information and Communication Technology, Trainee Teachers & D.El.Ed.

abstract

BHAWANA SHARMA Lecturer, D.I.E.T

Keshav Puram

RuCHI SHARMAResearch ScholarJ.M.I. University

INtRODuCtIONICT stands for information and communication technology. ICT has bought a huge change in almost all the areas of our life. Now the whole world is just a click away. One can easily get any information with in seconds just by a click. Use of ICT has bought revolutionary changes in the field of teaching and learning too. Use of ICT in teaching learning process helps in effective implementation of various teaching methods and promotes students interest by making teaching learning environment conducive and child centred. Senses are known as the door of knowledge, use of ICT in the classroom helps in engaging more than one sense of the students and hence results in effective learning. When the students in the class took interest in learning they completely get involved in it this promotes

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ICT in Teacher Education

self learning and discipline among the students. Keeping in mind all the benefits of use of ICT in teaching learning process now a days classrooms are digitalized. Now classrooms are equipped with various smart boards, OHP, even government schools are equipped with call labs. Traditional classrooms are replaced with virtual classrooms. Teaching learning is no more limited to imparting of instructions and knowledge is no more limited to printed text only. In the present scenario of 21st century information and communication technology has entered in the classrooms also. But is it sufficient to equip classrooms and schools with technology to make effective use of ICT in teaching learning process? The answer is definitely no until and unless the teachers are trained and aware how to make use of technology, effective use of technology in the classroom cannot be made. Teachers should ample knowledge of how to make use of technology, pedagogy and content only then they will be able to make effective use of technology in teaching learning process. It has been found that in-service teachers in the school are unable to make use of technology in teaching learning process. In order to make teachers technology literate it is essential that ICT should be made an essential part of the curriculum of teacher education. In the present paper researcher has made an attempt to find to what extent pre-service teachers are trained to make use of ICT in teaching learning process. For the same researcher has analyzed the curriculum of D. El. Ed. Trainees to find whether the curriculum is planned to make pre-service teachers technology literate or not. Even in pedagogy subjects is there any scope to promote the technological pedagogical knowledge of trainees or not. Further the lesson plan files of trainee teachers were analyzed to find whether the trainee teachers are making use of technology during their school experience programme or not if yes to what extent. The study is descriptive and analytical in nature. 20 lesson plans of D.El.Ed. first year trainees and 20 lesson plan files of D.El Ed. Second year trainees were analysed to find out whether the trainee teachers are making use of ICT while teaching or not.

lItERAtuRE REVIEWICTs are a major factor in shaping the new global economy and producing rapid changes in society. They also have the potential to transform the nature of education. For education to reap the full benefits of ICTs in learning it is essential that pre –service and in –service teachers have basic ICT skills and competencies. Teacher education institutions and programmes must provide the leadership for pre-service and in –service teachers and model the new pedagogies and tools for learning. They must also provide leadership in determining how the new technologies can best be used in the context of the culture, needs and economic conditions within their


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country. Teacher use ICT for making teaching learning process easy and interesting. A competent teacher has several skills and techniques for providing successful teaching. So development and increase of skills and competencies of teacher require knowledge of ICT and science and technology. In modern science and technological societies education demands more knowledge of teacher regarding ICT and skills to use ICT in teaching learning process. The knowledge of ICT also required for Pre-service teacher during their training programme, because this integrated technological knowledge helps a prospective teacher to know the world of technology in a better way by which it can be applied in future for the betterment of the students. According to Zuochen Zhang and Dragana Martinovic, Over the last two decades the use of ICT has been an important topic in education. On the one hand studies have shown that ICT can enhance teaching and learning outcomes. For example in science and mathematics education, scholars have documented that the use of ICT can improve students conceptual understanding, problem solving and team working skill. They further says that, “Most current teachers pre –service preparation and subsequent in –service courses were devised in reference to traditional educational technology and settings. Thus (the participants in these courses) are not familier with the process, interaction patterns, features and possibilities of technology mediated educational transaction.”Participants were univocal in saying that it is important for teachers to become ICT literate, given that ICT can be utilized in all subject areas as a learning enhancer and a useful tool to assist students with special needs. A study says that, ICIs are used in education in two general ways: to support existing traditional pedagogical practices (teacher-centric, Lecture-based, rote learning) as well as to enable more learner centric constructivist learning models. Research from OECD countries suggests that both are useful but that ICTs are most effective when they help to enable learner centric pedagogies.

NEED Of StuDYICT is becoming an inseparable part of our life. In the present world of 21st century, ICT is being used in teaching- learning process too. Use of ICT in teaching- learning process has helped in making it child centred. Now a days classrooms are also equipped with various technologies such as smart boards, OHP etc., but equipping classrooms and schools with technology is not sufficient. To make effective use of ICT in classrooms it is necessary that teachers should be technology literate. For the same it is necessary that use of ICT in teaching learning process should be made an essential part of pre- service teacher education. It has been found that although schools are equipped with technology still teachers are not making use of it for teaching learning process and one of the major reason behind it is that

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the in-service teachers are not capable of making use of technology in the same. In the present study the researcher has made an attempt to find out whether D.EL.ED. trainees are prepared for digital classrooms or not.

OBJECtIVES1. To find out whether D.El.Ed. trainees are prepared for digital classrooms or not.2. To find out whether D.El.Ed. trainees are making use of technology in the

classroom during school experience programme or not.

Methodology and toolPresent study is based on secondary sources like curriculum and syllabus outline of D.El.Ed. trainees and lesson plan files of D.El.Ed. first year and second year trainees. Interview method was used. The method used is Descriptive and Analytic method.

Sample of the study25 trainees of D.El.Ed. second year were the sample of the study.

DElIMItAtIONS•Only the curriculum of D.El.Ed. first year and second year was analysed.•Only 20 lesson plan files of D.El.Ed. first year trainees and 20 lesson plan files

of D.El.Ed. second year trainees of District Institute Of Education and Training Keshavpuram were analysed. Only 25 D.El.Ed. trainees of second year of District Institute Of Education and Training were the sample of the study.

Results of Analysis of D.El.Ed. first Year CurriculumTo find out how and to what extent D.El.Ed. trainees are prepared for digital classrooms their curriculum was analysed. It was found that to make trainees technology literate during first year there is a subject namely Educational Technology consisting five units. Almost all the five units provide theoretical knowledge to the trainees for the practical knowledge there is provision of practical work and the suggested practicum consists of Multimedia Power Point presentation on selected topic at elementary level, Preparation of CD, OHP, Preparation of evaluation sheet, Development of joyful learning material for primary level using technology. It can be concluded that the paper Educational Technology focuses on preparing trainees for digital classrooms it not only provide theoretical knowledge to trainees but also provide practical knowledge to trainees how to make use of technology in teaching learning process. Apart from this, in this paper language English, there is a unit Lesson planning and Material Development in which there are two units


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namely, use of ICT for teaching of English at primary level and the other one is Preparation and presentation of one lesson plan using Power Point or Flash. In other papers namely Mathematics Education, Environmental studies Education there is no provision to make trainees technology literate. Apart from education technology provision should be made in pedagogical subjects to make use of technology. Here use of technology in teaching learning process is included only in Educational Technology and Language English where as it should be included in Mathematics Education, Language Hindi ,Environmental studies. Preparation of lesson plan using Power Point or Flash should be part of above said subjects also in place of language English only. Trainee teachers are supposed to teach all the subjects in the classroom so they should be trained to make use of technology in lesson plan of every subject not only in Language English only.

Results of Analysis of D.El.Ed. Second Year CurriculumCurriculum of D.El.Ed. second year trainees was also analysed to find how and to what extent trainee teachers are prepared for digital classrooms. After the analysis it was found that in the paper namely Curriculum Pedagogy and Evaluation there is a unit namely Pedagogical Approaches and Practices which includes a topic, ICT based teaching-learning approaches in school. Apart from this in paper Language English unit Resources in Teaching Of English consists a topic namely E-Learning ,in paper Mathematics Education unit Curriculum and Mathematical Communication there is a topic namely Lesson planning: Preparation and presentation of one lesson plan using power point, in Social Studies Education unit Lesson Planning and Methods of Teaching consists of a topic namely Preparation and Presentation of one lesson using power point or flash, in Science Education unit Popularising Science in Schools consists of a topic namely Preparation and Presentation of one topic using power point or flash. The above analyses shows that in paper Curriculum Pedagogy and Evaluation topic ICT based teaching-learning approaches in school and in paper Language English topic E-learning provides theoretical knowledge of ICT in teaching learning process to the trainees, where as Preparation and Presentation of one lesson plan using power point provides practical knowledge to the trainees to make use of technology in teaching learning process. Although in second year there is a provision in various teaching subjects to prepare and present a lesson plan through power point, which promotes the knowledge of trainees to make use of technology in teaching learning process but it has been found that in language no such provision is there. Trainees are required to teach Hindi language also so they should be trained to make use of technology while teaching Hindi language also. For that like other subjects there should be provision to prepare and present lesson

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plan through power point in language Hindi also. Syllabus focuses on preparation and presentation of lesson plans through Power point presentation only instead ample emphasis should be laid on development of e-learning material as it is a suggested practicum in paper Education Technology in first year.

Results of Analysis of lesson Plan filesIn order to find out that whether the trainees are making use of technology in teaching learning process during school experience programme their Lesson Plan Files were analysed. In first year 20 lesson plan files were analysed 5 of Language English 5 of Language Hindi 5 of Mathematics Education and 5 of Environmental Studies. Results shows that in first year only 3 out of 20 trainees make use of technology while planning their lesson. Use of technology was done in preparing lesson plan of E.V.S. and Mathematics. None of the trainee make use of technology while preparing lesson plan of language Hindi or English. Use of technology in lesson plans were focussed on showing of already prepared slides or power point presentations only none of the trainee used self prepared learning material.

To find out whether second year trainees are making use of technology while teaching learning process during school experience programme there lesson plans were analysed.20 files of trainees were analysed 3 files of English, 4 files of language hindi, 5 files of Mathematics , 4 files of social science and 4 files of science. Results shows that only 4 trainees make use of technology while planning their lesson and that too was based on showing already prepared material. 3 in science and 1 in mathematics. In language English, Hindi, Social science none of the lesson was planned using technology. In second year also there was complete lack of self prepared learning material.

Results of InterviewAn interview was conducted with D.El.Ed. trainees to know what are the problems which they face to prepare self developed digital learning material or while developing lesson plans based on technology integration. Out of 25 trainees 18 trainees said that they don’t know how to prepare e-learning content and 21 said that there is no provision in government schools to present your digital material in front of students. Classrooms are not technology equipped and it is very difficult to take students to cal labs as it is time consuming process so the in-service teachers do not allow them to do the same.

MAJOR fINDINgS1. Paper Educational Technology in D.El.Ed. first year provides of theoretical


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as well as practical knowledge to students about making use of technology in teaching learning process.

2. In D.El. Ed. First year only in English Language Lesson Plan preparation and presentation of it using Power Point and a topic E-learning is there.

3. In D.El.Ed. First year in no other subject there any provision of use of ICT while teaching at primary level neither it has been mentioned in syllabus of other subjects to prepare and presentation of Lesson Plan through Power Point.

4. In D.El.Ed First year no where it has been mentioned how many lessons are to be delivered making use of ICT neither there is any assignment which consist of development of E-learning material during school experience programme.

5. In D.El.Ed. second year in paper Curriculum Pedagogy and Evaluation trainees are made aware of ICT based teaching learning approaches in school.

6. In all teaching subjects other than language Hindi there is topic which include preparation and presentation of one topic using Power Point presentation.

7. In D.El.Ed. Second Year also in school experience programme assignment no where it has been mentioned how many Lesson Plans are to be prepared and delivered making use of technology neither it has been mentioned anywhere how many E-learning content is to be developed.

8. In both the years it has been found that in language Hindi no where it is mentioned to make use of ICT while preparing the lesson plan or to prepare E-learning material of Hindi.

9. Majority of trainees are not comfortable in preparing lesson plans by making use of technology in it neither they know how to prepare E-learning material.

10. D.El.Ed. trainees are not making use of ICT while teaching learning process during their School Experience Programme.

11. Government schools classrooms are not well equipped to make use of technology while teaching and learning. Most of the computers in the cal labs are not in working condition and the software in those computers are not upgraded time to time.

SuggEStIONSUse of ICT and preparation of Lesson Plans making use of ICT should be a part of language Hindi also.

Apart from theoretical knowledge of how to make effective use of technology in

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teaching learning process ample emphasis should be laid on its practical implication.

In first year ample emphasis should be laid on the preparation of ICT based lesson plans.

In Second Year emphasis should be laid on the development of E-learning content.

Preparation of ICT based lesson plans and preparation of E-learning material should be made an essential part of school experience programme assignment.

Educational Technology should be part of curriculum in D.El.Ed. second year also.

CONCluSIONUse of ICT in teaching learning process helps a teacher in achieving his /her objectives. How to make use of ICT in teaching learning process should be an essential part of curriculum of teacher –education. Apart from theoretical knowledge of use of technology in teaching learning emphasis should be laid on practical knowledge of the same also. For this lesson-plans delivered during school experience programme should be ICT based at least 5 per subject and development and use of E-learning material should be made an essential part of school experience programme. Government school classrooms should be technology equipped so that in-service or pre-service teachers can make use of technology while teaching learning process. Already available material in schools should be upgraded time to time.

REfERENCES1. Information and communication Technologies in Teacher Education A Planning

Guide-UNESCO unesdoc.unesco.org/images/0012/00/295/129533e.pdf.2. Role of ICT in21 century’s Teacher Education3. Baishakhi Bhattacharjee and Kamal Deb https://www.ripublication.com/jeis16/

ijeisv6ni-01.pdf4. The Role of ICT in teacher Education guilherminalobato Miranda & Ana Isabel

Rolo5. ICT in teacher education: Examining needs, expectations and attitudes6. ICT in Teacher Education Policy, open educational Resources and Partnership7. ICT in teacher education:Examining needs, expectations and attitudes https.//

www.cjlt.ca/index.PHP/cjit/article/view/26424/196068. Role of ICT in Teacher Education-Research Gate https://www.research gate.

net/.../233818791-Role-of-ICT-in-Teacher-Education


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REElINg tHE REAlItY: A StuDY ON REAlItY SHOWS

Indian reality shows are the latest buzzword for the television industry. Every General Entertainment Television channel irrespective of its geographical presence appears to be largely depending on Reality Shows to capture and retain the eyeballs of the audiences for their survival. It is the latest mantra of television producers and channel Personnels. It is the technique to increase TRP ratings. The struggle to secure high TRP rating though has changed the definition of reality shows, with the time- it is obvious that reality shows have remained a popular program format ever since the day they were conceptualized for telecast. Most of the television shows which are being telecast nowadays are reality shows specializing in dancing, singing, and acting. Reality shows appear to earn maximum revenue by virtue of either providing a platform for film celebrities to advertise their work or by trapping the emotional quotient of the viewer through scripted scene. A closer look at the ‘shows’ that are being telecast reveals that, these shows are not only formulated, developed and structured on a borrowed western concept but are further translated tailored to suit the budget and technical availability of the regional channel.

KEYWORDS: Reality Shows, TRP, Serials & Entertainment Genres.

abstract

INtRODuCtIONEntertainment factor has proven to be essential in visual media, especially in television. The change in television content is huge in terms of concepts, narration, production qualities as well as the distribution. Western influence has established connect in the Indian minds since globalization the mid 1990’s. We are all familiar with TV reality shows such as Fear Factors-Khatro ke Khiladi and Roadies. But what exactly is a reality show? What elements are common to all of these programs? Their shared characteristics are what define the reality genre. The content in the International television channels attracted the youth. The trend in the content followed for over a

DR. uPASANA KHuRANAAssociate Professor & Head of Department

Department of Journalism & Mass communication, Kasturi Ram College of Higher Education

E-mail id: [email protected], [email protected]

AAStHA RAHEJAAssiatant Professor Kasturi Ram College of Higher Education

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Reeling the Reality: A Study on Reality Shows

decade and a half by all the national and regional channels across India, nevertheless are inspired by the reality shows on the International television channels. Reality-based programming has a history that spans 60-plus years. However, in recent years, reality television has become the most popular form of entertainment. Reality shows became the USP of every television channel in earning huge revenue. TRP gambling competition among the channels in terms of viewership resulted in producing similar content with slight modifications in the concepts and the narration. The race gave way for the film fraternities and other celebrities to the television space. Indian Reality shows are today wide spread in talent hunt of the participant and catering viewers of all ages across all genres; while the business has various perceptions in entertaining the audience and satisfying the advertisers, on a mutual win-win situation.

OBJECtIVES1. To critically examine the reason behind viewer’s preference on watching reality

shows.

2. To assess the impact of reality television shows among the youth

MEtHODOlOgYStudy intends to critically examine the influence of reality shows on tele- serials among the television viewers situated in Delhi. The study inculcated the methodology of analysis by means of collecting data through questionnaire published online as the primary data among the sample size of 100 respondents.

INDIAN SERIAlS AND REAlItY SHOWSReality shows are the trump cards of the producers of the broadcast Industry. Common audiences turned out to be exhausted viewing the never-ending melodramatic soaps operas. From the urge for something new the idea of reality shows sprang up. While, Reality shows are not only the revenue grabber for the television channels, but a platform for the talented to be recognised. Creating stardom to a participant is humongous, while the audiences find the real characters performing to their abilities, which are more believable. Reality shows are conceived with emotional quotient in place and replaces the only alternative melodramatic serials. The content in these shows are fresh and live when compared to other programs. Content on the daily soaps caters with wide range of genres, while reality shows flourished in various genres like singing, dance, and stunts and adventurous, comedy, quiz, modelling and the reality.


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COMPARISON Of INDIAN gENRE AND REAlItY SHOWSThe perception of looking at tele serials by the Indian audience, changed its dimension after the mid 1990’s when mega serials on social concepts like “Kyu Ki Saas Bhi Kabhi Bahu Thi” and “Kahani Ghar Ghar Ki”, which continued to be on television for over a decade and half, crossing the broadcast time of earlier mythological mega serial “Ramayan” and “Mahabharath” on Doordarshan in mid 1980’s. Serials with various concepts across all genres saw its space in catering to audience among all the national and regional channels. While the first reality show on Indian television was “Meri Awaz Suno” on Doordarshan, way back in the late 1980’s. The private players followed the same for over a decade in genres like singing and dance. The milestone, which broke from these two concepts, was “Kaun Banega Crorepathi”, quiz program hosted by Amithab Bachan. Producers ventured in producing other genres like the situational comedy (Sitcoms), stunts and adventurous. The growth took the leap when “Bigg Boss” grabbed the audience time to watch the behaviour, nature and the acts of known personalities. Popular Indian Reality Shows: Most reality shows on Indian television, have successfully headed for numerous seasons — Sa Re Ga Ma Pa, Comedy Circus and Roadies, Indian Idol, Bigg Boss, Kaun Banega Crorepathi, Khatron Ke Khiladi Splits villa, Dance India Dance and India’s Got Talent. Even though they seldom score high TRPs, reality shows continue to be accepted season after season by audiences, as they spice up weekend TV viewing.

HIgHlIgHtS Of fICCI- KPMg REPORt “Reality shows may seem like just entertainment.But their impact can be shocking,” The contemporary phenomenon of reality TV found on many cable television networks is becoming a “widely recognized, cultural form” of accepted television programming. The Media and Entertainment Industry is a key growth driver for the Indian economy. According to the FICCI-KPMG Report, the sector witnessed another year of all-round growth. Indian media and entertainment (M&E) industry grew at a CAGR of 10.9% from FY17-18; and is expected to grow at a CAGR of 13.1% to touch Rs 2,660.2 billion (US$ 39.7 billion) by FY23 from Rs 1,436 billion (US$ 22.3 billion) in FY18. The industry provides employment to 3.5-4 million people, including both direct and indirect employment in CY 2017. India’s advertising revenue is projected to reach Rs 1,232.7 billion (US$ 18.4 billion) in FY23 from Rs 608.3 billion (US$ 9.4 billion) in FY18. Television grew at 8.5% primarily due to a lackluster year for subscription revenues and speed bumps in advertisement revenue growth primarily due to slower domestic consumption and the Broadcast Association Research Council (BARC) data recalibration. The Indian Media and Entertainment industry is on an impressive growth path. The industry is

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expected to grow at a much faster rate than the global average rate. The entertainment industry will also benefit from continued rise in the propensity to spend among individuals; empirical evidence points to the fact that decreasing dependency ratio leads to higher discretionary spending on entertainment. With the effects of cable digitization yet to show impact, the subscription revenue is expected to grow to RS 1,266 billion by 2020 at a CAGR of 13.2% during 2015-2020. New distribution technologies like DTH, Conditional Access System (CAS) and IPTV, hold the future of the media industry as increasing digitization will radically alter the ways in which consumers receive channels. The mandatory digitization all over India will bring in more subscription revenues for the broadcasters as opposed to under reporting of numbers by cable operators at present. Also, continued growth of regional media and growing strength of the filmed entertainment sector will also boost growth of the media industry.

fINDINgS1. 88% people responded that they prefer to watch reality shows and majority of

them are falling in the age group of 25 to 30 years who are either graduates or Post graduates.

2. In other genre of programmes respondents first preference is music and after that people’s choice is comedy and then quiz.

3. Majority of respondents feel that serial are monotonous than reality shows and reality shows has new ideas and concepts while producing raw talents and as well as presence of celebrity and fraternities makes these series more interesting.

4. 74% mentioned that reality shows are more in real form than the serial drama and they also agrees that reality shows are being young and fresh and for that they produce better emotional content than serials.

5. 71% of them strongly agree that reality shows connect between the audience and participants are one to one in nature.

6. The youths of study area liked strongly the TV programs and gave high response for statements like television reality shows help participants to showcase their talents, help people to earn quick money, provide awareness on current & social issues and TV show hardly develop the qualities of talented people

ANAlYSISThe above findings give the picture of the present trend, preferences and their reasons behind watching reality shows. Concepts on Music and Comedy are the


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preferred one, while the emotional dramatization is the key and competition, celebrity, emotional dramatization, participants are other factors. The new ideas, raw talents, young and fresh concepts, better emotional content which connects on one to one form are some more factors influenced on the respondent to watch. The study shows the complexity of the viewer’s preference and seems to be clustered in their minds as to know what genre of program exactly they want to watch. Entertainment factor take the priority while the educational quiz programs are preferred moderately.

RECOMMENDAtIONS The recommendations intended to be made here based on this study are on those programs, which are for the development of the individual and society in terms of information and knowledge. Reality shows are being more impactful on viewers also impact bringing more morals and values of human life among the viewers of the present generation and expected to increase more in the future years. The content on television exhibits more social responsibilities along with the business and other aspects of revenue generation. Reality shows, which are opined to be of new ideas, should try venturing in those concepts that imparts more of human values of life. The study strongly recommends conceptualizing reality show programs concepts on information, science, sports and spiritual with the entertainment and celebrity factor, which do not hurt the sentiments of the viewers but rather gives the knowledge and inculcate their cultural and customary practices.

CONCluSION Participants getting more groomed, confident has improved in their personality as well as achieved recognition among the society, while the impact of these shows has gone beyond modifying the life styles which has seen the negative impact on the present generation viewers. Television Reality shows has become staple entertainment for youngsters and adults alike, informs the study. Reality shows have earned popularity among the viewers, between the age group 25 to 30 years and much to an extent that has pull down the popularity of serials and all popular genres. Reality shows has provided a platform for the people to showcase their talent, begin their career and sharpen their ability to have an insight of their own potential. The programmes bring in the talents who have already proved their potential in society. The respondents watch reality shows for the celebrities and fraternities who make impact on the contestants and more on viewers in most of the aspects like the lifestyle, attitude, behaviour and being interested in knowing more fantasies are being observed. It would rather be that the celebrities, who contribute to drive the shows commercially, must become the role models for the mass. Emotional

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dramatization has made an impact on the viewers and has become the prime reason to watch them. Emotion has become the USP of the reality shows to make the audience stick to be regular viewers.

REfERENCES1. https://www.equitymaster.com/research-it/sector-info/media/Media-Sector-Analysis-

Report.asp [Accessed on: 10 January, 2019, 12:45 p. m.]2. http://www.isca.in/IJSS/Archive/v3/i8/6.ISCA-IRJSS-2014-62.pdf [Accessed on:

06 February, 2019, 02:15 p. m.]3. http://eprints.manipal.edu/146874/1/nandini6.pdf [Accessed on: 06 February,

2019, 02:15 p. m.]4. www.reality.co.za/general-reality-programme-faqs/ [Accessed on: 10 February,

2019, 01:30 p. m.]5. https://www.researchgate.net/publication/280641666_Impact_of_Reality_Shows_

on_Adolescent’s_Personality [ Accessed on: 10 February, 2019, 01:30 p. m.]6. http://www.ipublishing.co.in/ajmrvol1no1/volfive/EIJMRS5005.pdf [Accessed on:

05 March, 2019, 05:20 p. m.]7. https://academichelp.net/samples/academics/essays/expository/reality-tv-impact-

on-teenagers.html [ Accessed on: 09 March, 2019, 01:50 p. m.]


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PROSPECtIVE tEACHERS’ EffECtIVENESS IN RElAtION tO

tHEIR EMOtIONAl MAtuRItY

The present research was conducted on prospective teachers to analyze their teacher effectiveness in relation to their emotional maturity. For this purpose, a representative sample of 200 prospective teachers (100 from urban and 100 from rural area) of Panipat district has been taken for the investigation of the study. Teacher Effectiveness Scale (TES) developed by Kumar and Mutha’s (1999 Revised) and Emotional Maturity Scale developed by Singh & Bharagava’s (EMS) (1999) was used to access teacher effectiveness and emotional maturity of prospective teachers. The result of this study shows that there is no significant difference between the teacher effectiveness of prospective teachers with respect of locale and the research is also shows that there is positive co-relation between teacher effectiveness and emotional maturity.

KEYWORDS: Teacher Effectiveness & Emotional Maturity.

abstract

INtRODuCtIONEducation is not possible without a good teacher. Teachers are the backbone of any education system. A Good teaching is a dynamic activity, unfolds a world of knowledge, information, experience and education. As laid down in the report of International Commission on Education (1996) “No reform can succeed without the co-operation and active participation of teachers.” The quality of nation depends upon the quality of its citizens and the quality of its citizens depends indirectly upon the quality of teaching. Quality teaching is also known as effective teaching and effective teaching is chief instrument of quality education.

Teacher is considered to be the architect of the nation .In other words; the future of the nation lies in the hands of the teacher. The teacher has ever been doing noble work in the society by upbringing the younger’s educating them in all aspects of life, that is, in social moralization, enculturation in going skills for earning live hood. So the teaching profession was considered as a noble profession. And only

PARul VAtSResearch Scholar

BPSITTR

40

Prospective Teachers’ Effectiveness in Relation to their Emotional Maturity

an effective teacher gives his best in this profession. An effective teacher shares some common characteristics like sense of humors, positive attitude, emotionally mature, high expectations.

As mentioned in National Policy on Education (1986) that the status of the teacher reflects the socio-cultural ethos of a society; it is said that no people can rise above the level of its teachers. Teacher’s effectiveness is the ability and the interaction between the physical intellectual and psychological interest of the students, content matters, ability of the teachers and the evaluative procedure. An effective teacher is described as one who is able to successfully able to perform tasks expected of him/her. Jain (2016) conducted a study on “Effect of Students’ Feedback and Teaching Experience on Teacher Effectiveness of Secondary School Teachers”. The present study was aimed at finding the Effect of Students’ Feedback and Teaching Experience on Teacher Effectiveness of Secondary School Teachers. This study was experimental in nature. Sample was comprised of 102 Secondary School Teachers teaching in different five schools of Gurgaon city and students taught by them. In the Experimental group after taking students appraisal data of teacher effectiveness feedback was given to the teachers by the researcher. This Students’ feedback was comparative and non comparative, overall and dimension wise. It also included suggestions elicited from the students on important aspects of their teaching. The present study revealed that Feedback information provided to teachers was found to be effective in terms of Teacher Effectiveness of the teachers; But Teacher Effectiveness was independent of Teaching Experience of Teachers and the interactional effect of Teaching Experience of Teachers with Students’ Feedback, when Pre-Teacher Effectiveness was taken as co-variant.

Emotions play a quite significant role in growth and development in the life of an individual. It is a stirred up or disturbed state of mind. It is a term, which is used in reference to the behavior of the adults that conforms their standard and expectations. It is a process in which the personality is continuously striving for greater sense of emotional health, both intra-physically and intra-personally. Dutta and Chetia(2016) conducted a study on “A Comparative Study on Emotional Maturity of Secondary School Students in lakhimpur hoand Sonitpur Districts of Assam’the present study investigated the emotional maturity of secondary school students in Lakhimpur and Sonitpur districts of Assam. This study is conducted on a sample of 1000 Students, out of 1000 students 500 boys and 500 girls selected randomly from 32 Government and Private secondary schools of both districts of Assam. The descriptive survey method is used for data collection using Emotional Maturity Scale (M. Bhargava and Y. Singh (1990). The finding of the study reported that there was not any


41

significant difference in various areas of emotional maturity of government and private school students; no significant difference in the emotional maturity level of boys and girls school students; and there is no significant difference between in the emotional maturity level of rural and urban secondary school students of both districts of Assam. Baitukbaeva (2013) presented a reflection on the theoretical approaches and experimental results of researches about the impact of emotions on the professional educators. Based on analytical, logical and scientific methods including observation led the investigator to conclude that psycho-emotional stability of the teacher is a primary condition for the development of positive professional qualities and is an 72 obstacle for the negative ones. Psycho-emotional stability of the teacher is a necessary condition for the development of professional competence, communicativeness, absence of pronounced professional deformation and emotional burnout.

People who are emotionally mature tend to be responsible, self disciplined and realistic and therefore better able to meet genuine needs and achieve worthwhile goals. A truly emotionally mature teacher not only controls his emotions but also his students. However in the present day world teacher’s work comprises of a complex role of various factors besides teaching and learning. These include imbibing new information and skills keeping abreast of technological innovations and dealing with students, parents, and community. All these are demanding roles and so there is a demanding concern about the teacher well being and emotional quotient.

As such teaching is an emotionally charged situation and if not regulated appropriately may lead to anxiety, depression, and anger or simply burned out in teaching. Thus understanding the nature of emotion in educational settings may be a key to successful educational experiences for students, teachers and parents.

An effective, successful teacher is largely one who can handle his or her negative feelings in an authentic, real and healthy way. A teacher’s emotional competency, sensitivity and maturity besides the subject knowledge to develop the learning skills may potentially strengthen a student’s overall development by channelizing his or her hidden resources. Indeed teachers believe that the ability to regulate emotions helps them to be more effective in achieving academic goals, building quality social relationships, and maintaining good classroom management and discipline practices. A sense of personal and professional, intellectual, social and emotional identity is at the core of being an effective teacher.

OBJECtIVES Of tHE StuDY1. To assess the teacher effectiveness of prospective teachers.

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2. To assess the emotional maturity of prospective teachers.

3. To compare the Teacher Effectiveness of prospective teachers with respect to Locale.

4. To study the relationship of teacher effectiveness and emotional maturity of prospective teachers.

HYPOtHESES1. There exists no significant difference between the teacher effectiveness of

prospective teachers with respect of locale.

2. There exists no significant relationship between teacher effectiveness and emotional maturity of prospective teachers.

RESEARCH MEtHODOlOgYResearch Methodology is a way to systematically investigate the research problem.It gives the various step in the conduct of the research in a systematic and logical way. The present study does not deal with the past, nor is concerned with what will happen if certain variables are manipulated and, therefore, it does not use the historical or experimental method. It uses the descriptive survey method to study the problem. It is the method which is organized to attempt, to analyze, to interpret and to report the teacher effectiveness of prospective teachers in relation to emotional maturity.

SAMPlE Of tHE StuDYSample is an essential part of the scientific procedure .A sample is a small proportion of the population selected for observation and analysis. The investigator has to be contacted with some individual who would represent the whole population. The representative proportion is called sample. They are chosen systematically random way. So that chance or the operation of probability and can be utilized .A sample of 200 students of Panipat district has been taken for the investigation of the study.

tOOlS uSED• Teacher Effectiveness Scale (TES) developed by Kumar and Mutha’s (1999 Revised).

• Emotional Maturity Scale developed by Singh & Bharagava’s (EMS) (1999).

ANAlYSIS AND INtERPREtAtIONAnalysis of data is an important part means studying the tabulated material in order to determine the research programmed. It is a systematic process of breaking


43

up of the entire data in to various parts. Analysis of data is an important part of research program. It means studying the tabulated material in order to determine the inherent facts. Interpretation is the most important step in the total research process. It calls for critical examinations of the results of one’s analysis in the light of all the limitations of the data gathered. Thus analysis and interpretation of data help further research to attack the problems with appropriate statistical techniques to avoid the unnecessary. In this section analysis of data is presented as under:-

Objective (01): to assess the teacher Effectiveness of Prospective teachers

table 1

Sr. No. Range of raw score Raw score levels of teacher Effectiveness1 300-340 108 Very High2 270-299 73 High3 200-269 17 Average4 170-199 02 Low5 68-169 00 Very Low

Interpretation: It is evident from the above table 1 that highest percentage of the Teacher Effectiveness scores of prospective teachers is range from 300-340. No prospective teachers are lies in to very low level. It means that most of the prospective teachers are having high level of teacher effectiveness.

Objective (02): to assess the Emotional Maturity of Prospective teachers

table 2

Sr No. Range of Raw Score Raw score level of Maturity1 50-80 125 Extremely Emotional Mature 2 81-88 20 Moderately Emotional Mature3 89-106 28 Emotional Immature4 107-240 12 Extremely Emotional Immature

Interpretation: It is evident from the above table that most of the prospective teachers are having extremely emotional maturity level. Only twelve prospective teachers are having extremely emotional immature.

Objective (03): to compare the teacher Effectiveness of prospective teachers with respect to locale

table 3

group N Mean Sd t-value level of significance Remark

Urban 100 298.54 321.9979 0.105073 0.05 Not SignificantRural 100 303.01 26.7171851

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Interpretation: Table 3 revealed that the mean score of urban area’s prospective teachers is (298.54) is less than mean score of rural area’s prospective teachers is (303.01).The t-value is 0.10 and the critical value 1.985 at 0.05 level of significance with 198df. Hence the t-value is less than the critical value. Mean’s difference is not trustworthy. So that the null hypothesis that ‘there exist no significant difference between the teacher effectiveness of prospective teachers with respect of locale, is retained. It may be interpreted that there is no significant difference between the teacher effectiveness of prospective teachers with respect to locale.

Objective (04): to study the relationship of teacher effectiveness and emotional maturity of prospective teachers.

table 4

Group N Mean Co-Relation Level of significance RemarksTeacher Effectiveness 200 232.70

0.45 0.1380.05 level Significant

Emotional Maturity 200 75.44

Interpretation: It is evident from the table 4 that the computed ‘r’value of Teacher Effectiveness with relation to Emotional Maturity is 0.45 and critical value is 0.138 at 0.5 level of significance with 198df. So the Null Hypothesis is rejected. It may be interpreted that there is significant relationship of teacher effectiveness and emotional maturity of prospective teachers i.e. there is positive co-relation between teacher effectiveness and emotional maturity.

CONCluSIONThe overall findings of the present research study beckon the importance of psychological and personal traits of teachers in the instruction process. The significant main effects of dependent variable i.e. emotional maturity proved that the positive personality traits are vital for making the teachers effective. Emotionally mature teachers scoring higher on teacher effectiveness scale is an indication of the fact that instruction delivered by those teachers who are better able to manage their emotions are more effective as compared to emotionally immature teachers. These variables (Teacher effectiveness and Emotional Maturity) have a dependence on each other and statistically significant. Results of multiple regression analysis ultimately aids in concluding that this personality variable is significant predictors of teaching effectiveness of prospective teachers with a good prediction ability of about 51.5 % and revealing them as significant predictors of teaching effectiveness irrespective of the demographic variables taken under consideration. Overall the findings of


45

the present study emphasize the role of psychological and personal variables that certainly make a difference in the teacher effectiveness of prospective teachers. By investigating the influence of demographic variables on teacher effectiveness, results indicated that demographic variables exhibited varied influence on teacher effectiveness of prospective teachers.

REfRENCES1. Baitukbaeva, B. D. (2013) Conceptual analysis of significance of psycho-emotional

stability for the university teacher personality. Middle-East Journal of Scientific Research, 13(4), 555-560. doi: 10.5829/idosi.mejsr.2013.13.4.2928

2. Dutta and Chetia(2016) A Comparative Study on Emotional Maturity of Secondary School Students in Lakhimpur hoand Sonitpur Districts of Assam.International Journal of Science and Research (IJSR).

3. government of India (1953) Report of the Secondary Education Commission 1952- 53, New Delhi, Ministry of Education, pp.155-176.

4. government of India (1966) “Report of the education commission”, 1964-66. New Delhi Ministry of Education Author.

5. Jain (2016) Effect of Students’ Feedback and Teaching Experience on Teacher Effectiveness of Secondary School Teachers. An international journal of education and applied social science.

6. Kothari, D.S, Report of Education Commission Ministry of Education Government of India, New Delhi, 1966.

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bl fQYe esa gfj;k.kk ds ,d e/;eoxhZ; ifjokj dks fQYek;k gSA gfj;k.kk ds ekSgYyksa

esa iM+ksfLk;ksa ds chp ds vkilh laca/kksa dks n'kkZ;k x;k gSA mudh gj ikfjokfjd ckrphr

esa mudh blh iM+ksl dh ifjdYiuk ds laca/kksa ds chp dh ckrphr dks fn[kk;k gSA fQYe

ds dqN –';ksa esa izns'k ds yksxksa ds izxfr'khy fopkjksa dks Hkh n'kkZ;k x;k gSA fQYe esa

vfHkus=h ds ik= dks HkkoukRed o 'kjhfjd rkSj ij dkQh l'kDr :i esa fn[kk;k gSA

fQYe esa vfHkus=h dbZ txgksa ij vius vkidks vlekftd rRoksa ls vius vkidks cpkrh

gS o viuh ftanxh ds fu.kZ; Lo;a ysrs gq, csgrjhu <ax ls fQYek;k gSA fQYe esa izknsf'kd

os'kHkw"kk dks vPNs <ax ls fn[kk;k gSA blds vykok izns'k ds jgu&lgu ds rjhds lkaLœfrd

u`R; dks fn[kk;k gSA fQYe esa efgykvksa ds tq>k# <ax ls ftanxh dks thus ds <ax dks

fQYek;k gSA fQYe xkuksa ds ek/;e ls gfj;k.koh cksyh o Hkk"kk dks csgrjhu <ax ls n'kZdksa

dks ifjfpr djokrh gSA

ghjksiarh

fQYe dh 'kq#vkr esa gfj;k.kkoh fookg dk –'; fQYek;k x;k gSA ftlesa canwd ls xksfy;k°

pykrs gq,] 'kjkc ihrs gq, vkSj ekjihV djrs gq, fn[kk;k x;k gSA fQYe esa vfHkus=h tks

,d gfj;k.koh yM+dh dh Hkwfedk fuHkk jgh gS] og lkekftd ca/kuksa vkSj viuh vktknh

ds chp ,d fo"k; dk pquko djus ds iz'u esa Qlh gqbZ gSA fIkr`lkŸed lksp dks fQYe

esa n'kkZ;k gS fd fdl izdkj ls ;gk° ds yksx efgyk dk uke lkeus ykrs gSa vius fopkjksa

dks ladqfpr dj ysrs gSaA fQYe esa eq[; :i ls izns'k ds yksxksa dh fIkr`lkŸed lksp dks

csgrjhu <ax ls fQYek;k gSA fQYe esa n'kkZ;k x;k gS fd fdl izdkj ls ;gk° ds yksx

thou dh gj ckr dks efgykvksa dks bTtr ls tksM+rs gSa o mu ij viuh lksp Fkksirs gSaA


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cksl

fQYe esa gfj;k.koh cksyh dks fn[kk;k x;k gSA fQYe esa gfj;k.koh yksxksa

ds tq>k:iu ,ao cgknqjh dks fn[kk;k x;k gSA bl fQYe ds xhrksa esa Hkh

gfj;k.kkoh laLœfr dh >yd fn[krh gSA

fel Vudiqj gkftj gks

fQYe esa [kki iapk;r] fIkr`lŸkk lekt] Hkz"Vkpkj] iqfyl] U;kf;d iz.kkyh dh vkykspuk

dh xbZ gSA fQYe esa gfj;k.kk ds yksxksa ds thou dks cM+s xgjs ls fQYek;k x;k gSA

lqyrku

fQYe esa gfj;k.koh ;qokvksa dks fn[kk;k x;k gS fd fdl izdkj ls ;gk° ds ;qok viuh

tokuh ds le; esa cxSj fdlh y{; ds gksrs gSaA blds ckn fQYe esa ;g fn[kk;k x;k gS

fd gfj;k.kk dh izxfr'khy lksp dks Hkh fn[kk;k gSA ftldk mnkgj.k gS fd fdl izdkj

ls vfHkus=h fQYe esa dq'rh dh f[kykM+h ds :i esa gksrh gSA fQYe gfj;k.kk ds yksxksa

dk [ksyksa ds izfr twuwu dks n'kkZ;k x;k gSA fQYe esa ik=ksa }kjk cksyh xbZ gfj;k.koh cksyh

us n'kZdksa dks yqHkk;k gSA yksxksa ds jgus lgus ds rjhds dks ikjaifjd :i esa fn[kk;k gSA

naxy

fQYe us izns'k esa izpfyr bl feFkd dks rksM+k gS fd [ksyksa esa fLkQZ iq#"k gh viuh opZLo

dk;e dj ldrs gSaA fQYe esa bl fopkj dks Hkh n'kkZ;k gS fd izns'k esa fdl izdkj ls

csVs ds tUe dks ifjokj ds fy, t#jh le>k tkrk gSA fQYe esa izns'k ds ikjaifjd [ksy

dq'rh ds izfr ;gk° ds yksxksa ds twuwu dks n'kkZ;k gSA bl fQYe esa jk"V™okn ds vykok

ukjhoknh lksp dks fQYek;k gSA

fu"d"kZ

mijksDr ppkZ ds ckn ge ;g Li"V :i ls dg ldrs gSa fd ckWyhoqM us

gfj;k.kk ds os"kHkw"kk] thou thus ds <ax o ;gka dh cksyh dks vPNs ls le>rs gq, fQYeksa

esa fQYek;k gSA dqN fQYeksa esa izns'k dh lkekftd cqjkbZ;ksa dh vkykspuk dh xbZ gS rFkk

50


;gk°ds lekt esa xgjs ls iSB cuk, fIkr`lŸkk lekt dks n'kkZ;k gSA tcfd dqN fQYeksa esa ;gk°

dh yksxksa ds izxfr'khy fopkjksa dks Hkh fQYek;k x;k gSA gfj;k.kk ds yksxksa dk tq>k:iu

fQYeksa esa Li"V :i ls lkeus vkrk gSA xkuksa esa gfj;k.koh cksyh dk iz;ksx csgrjhu <ax

ls fd;k x;k gSA

fo'ys"k.k ds nkSjku ;g ns[kus esa vk;k fd tSlk dh gfj;k.kk esa ftruk

[kkus&ihus dks egRo fn;k tkrk gS vkSj tSlk fd dgkor Hkh gS fd ^ns'kksa esa ns'k

gfj;k.kk ftr nw/k ngh dk [kkuk*] ijUrq ckWyhoqM fQYeksa esa ;gka ds [kkus ds ckjs esa T+;knk

fQYeksa esa egRo ugha ns[kus dks feyrkA blds vykok ;gka ds yksx cgqr T++;knk /kkfeZd

izo`fr ds gSa] ftls fQYeksa esa ugha n'kkZ;k x;k gSA


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A StuDY ON DIgItAl MARKEtINg AND ItS IMPACt ON CONSuMER

Digital marketing is the avenue of electronic communication which is used by the marketers to endorse the goods and the services towards the marketplace. The supreme purpose of the digital marketing is concerned with consumers and allows the customers to intermingle with the product by virtue of digital media. This editorial concentrates on the magnitude of digital promotion for both customers and marketers. We scrutinize the result of digital marketing on the base of firm’s sales. 100 respondents opinion are collected to get the clear picture about the present study.

KEYWORDS: Digital Marketing, Youth & Buying Behavior of Consumer.

abstract

INtRODuCtIONDigital MarketingDigital marketing is one type of marketing being widely used to promote products or services and to reach consumers using digital channels. Digital marketing extends beyond internet marketing including channels that do not require the use of Internet. It includes mobile phones (both SMS and MMS), social media marketing, display advertising, search engine marketing and many other forms of digital media. Through digital media, consumers can access information any time and any place where they want. With the presence of digital media, consumers do not trust on what the company says about their brand but also they can follow what the media, friends, associations, peers, etc., are saying as well. Digital marketing is a broad term that refers to various promotional techniques deploys to reach customers via digital technologies. Digital marketing embody an extensive selection of service, product and brand marketing tactics which mainly use Internet as a core promotional medium.. Magazine publishers can activate and drive their customers into Internet with e-mails and SMS messages to improve re-subscription rate. Marketers increasingly bring brands closer to consumers’ everyday life.

DR. AJAY SHARMAAssociate Professor & Head of Department

Department of Management, Kasturi Ram College of Higher Education

MEENAKSHI JAINAssistant ProfessorKasturi Ram College of Higher Education

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A Study on Digital Marketing and Its Impact on Consumer

Digital Marketing Scenario in India:India is the world’s 3rd largest internet population. After the proliferation of Internet, Marketing strategy has taken an off root to reach out to the public. The tremendous growth that digital marketing has shown cannot be match up with any other strategy. Looking up to the current scenario in India, people here are not only aware of Internet but are employing it for various purposes in life. Thus, there’s a great demand of internet marketing industry in India. In India social media is the driving the adoption of digital marketing. The retail sector in India is booming both on and offline. India is a relative late arrival to the online shopping revolution but it is predicted that online sales will grow by 50 per cent annually in the next few years. Social media is helping to drive the development of digital marketing. Among the popular products online are books, consumer electronics, travel, financial services, apparel and beauty care. Online shopping activity is rigorous in major urban conurbations with Mumbai being the main centre followed by Delhi and Kolkata. A large proportion of the purchases are conducted in online market places such as Snadpdeal, launched in 2010. Currently, the internet accounts for only a small proportion of India’s GDP but the predictions are that an internet boom is just around the corner for Retailers. Indian youth are supposed to follow strict moral and family values and supposed to invest their whole time and attention towards study and career. So the career, education has to be the sole aim of a student. Indian youth are the powerful segment in the market who directs the manufacturers to make what they want.

NEED Of tHE StuDYDigital Marketing has brought wonderful changes in the way in which the marketer markets the product and the way in which the customers are buying the same. Buying behaviourofanindividualinfluencesmanyfactors,andthesefactorsinvariablyaffectsthe marketer to match the needs of the customers. So it is realized that there is a need to study Digital Marketing and its impact on buying behavior of the consumer.

OBJECtIVES Of tHE StuDYThe following are the objectives of the study

1. The main purpose of this paper is to recognize the usefulness of digital marketing in the competitive market.

2. To study the impact of digital marketing on consumers purchase

MEtHODOlOgY APPlIEDPrimary Data: The research is done through observation and collection of data through questionnaires.


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Secondary Data: Secondary data is collected from journals, books and magazines to develop the theory.

Sample Size: The sample size is determined as 100 respondent’s opinion from the customers who presently purchasing products with a help of digital marketing.

fACtORS tHAt INfluENCES CONSuMER INVOlVEMENt1. Personal2. Product 3. Situational

Personal factors Self-concept, needs and values are the three personal factors that influence the extent of consumer involvement in a product or service. The more product image, the value symbolism inherent in it and the needs it serves are fitting together with the consumer self- image, values and needs, the more likely the consumer is to feel involved in it. Celebrities for example share a certain self-image, certain values, and certain needs. They tend to use products and services that reflect their life style. They get highly involved in purchasing prestigious products like designer wear, imported cars, health care products etc.

Product factorsThe consumer involvement grows as the level of perceived risk in the purchase of a good or service increases. It is likely that consumers will feel more involved in the purchase of their house than in the purchase of tooth paste, it is a much riskier purchase. Product differentiation affects involvement. The involvement increases as the number of alternatives that they have to choose from increases. This may be due to the fact that consumers feel variety which means greater risk. The pleasure one gets by using a product or service can also influence involvement. Some products are a greater source of pleasure to the consumer than others. Tea and coffee have a high level of pleasure value compared to household cleaners. Hence the involvement is high. Involvement increases when a product gains public attention. Any product that is socially visible or that is consumed in public has high involvement. For example, involvement in the purchase of car is more than the purchase of household items.

Situational factorsThe situation in which the product is brought or used can generate emotional involvement. The reason for purchase or purchase occasion affects involvement. For example, buying a pair of socks is far less involved than buying a gift for a close friend. Social pressure can significantly increase involvement. One is likely to be

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more self conscious about the products and brands one looks at when shopping with friends than when shopping alone. The need to make a fast decision also influences involvement. A consumer who needs a new refrigerator and sees a one- day- only sale at an appliances retailer does not have the time to shop around and compare different brands and prices. The eminence of the decision heightens involvement. The involvement is high when the decision is irrevocable, for example when the retailer does not accept return or exchange on the sale items. Thus involvement may be from outside the individual, as with situational involvement or from within the individual as with enduring involvement. It can be induced by a host of personal product and situation related factors, many of which can be controlled by the marketer. It affects the ways in which consumers see, process, and send information to others

ADVANtAgES Of DIgItAl MARKEtINg tO CONSuMERDigital marketing brings to customers with rapid technological developments, digital marketing has changed customers buying behavior. It has brought various advantages to the consumers as given below:i. Stay updated with products or services: Digital marketing technologies allow the

consumers to stay with the company information updated. Nowadays a lot of consumer can access internet any place anytime and companies are continuously updating information about their products or services.

ii. Greater Engagement: With digital marketing, consumers can engage with the company’s various activities. Consumers can visit company’s website, read information about the products or services and make purchases online and provide feedback.

iii. Clear information about the products or services: Through digital marketing, consumers get clear information about the products or services. There is a little chance of misinterpretation of the information taken from sales person in a retail store. However, Internet provides comprehensive product information which customers can rely on and make purchase decision.

iv. Easy comparison with others: Since many companies are trying to promote their products or services using digital marketing, it is becoming the greatest advantage for the customer in terms that customers can make comparison among products or services by different suppliers in cost and time friendly way. Customers don’t need to visit a number of different retail outlets in order to gain knowledge about the products or services.

v. 24/7 Shopping: Since internet is available all day long, there is no time restriction for when customer wants to buy a product online.


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vi. Share content of the products or services: Digital marketing gives viewers a chance to share the content of the product or services to others. Using digital media, one can easily transfer and get information about the characteristics of the product or services to others.

DAtA ANAlYSIStable 1: Profile of Online Respondent

Particulars No. of respondents % of RespondentGender Male 60 60%

Female 40 40%Total 100 100%

Age Below 18 years 15 15%18-30 years 35 35%30-45 years 30 30%Above 45 years 20 20%Total 100 100%

Profession Housewife’s 10 10%Employee 40 40%Business man 25 25%Students 20 20%Any other 5 5%Total 100 100%

Annual Family Income Below 5,00,000 20 20%5,00,000-10,00,000 48 48%10,00,000-15,00,000 22 22%above 15,00,000 10 10%

table 2: Awareness of Online Shopping

Particulars No. of Respondents % of RespondentKnowledge about Online Shopping 100 100%Don’t Know about Online Shopping 0 0%

table 3: Availability of Online information about Product

Particulars No. of respondents % of RespondentExcellent 55 55%Good 35 35%Average 7 7%Poor 3 3%

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figure-1

table 4: Reasons for choosing Online Shopping

Particulars No. of respondents % of RespondentWide variety of products 24 24%Easy buying procedures 38 38%Lower prices 18 18%Various modes of payments 14 14%Others 6 6%

figure-2

table5: frequency of Online Purchasing

Particulars No. of respondents % of RespondentPurchase once Annually 12 12%5-10 purchases Annually 46 46%10-15 purchases Annually 26 26%16 purchases and above Annually 16 16%


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figure-3

fINDINgS Of tHE StuDY The following are the important findings of the study:1. Consumers are satisfied through purchasing digitally 2. Ratio of male customers is very high in online shopping3. People find it safe mode of online purchase. 4. Awareness about online shopping is 100% among the respondents.

CONCluSIONDigital marketing has turn out to be crucial part of approach of many companies. At the present time, still for tiny business proprietor at hand have an extremely inexpensive and competent method by using digital marketing to market their products or services in the society. It has no restrictions. Company can utilize any devices such as tablets, smart phones, TV, laptops, media, social media, email and lot other to support company and its products and services. Digital marketing may achieve something more if it considers consumer desires as a peak priority

REfERENCES 1. A.M. Hasan, M. b. (2006). Conceptualization and measurement of perceived risk

in online shopping. Marketing Management Journal, 138-147.2. Alves, D. d.-F. (April 2012). Profile of the electronic commerce consumer: A study

with Brazilian University students. Journal of Internet Banking and Com-merce

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3. Atkin C.K., “Observation of Parent-Child Interaction in Supermarket Decision-Making”, Journal of Marketing, vol. 39, no. 4, pp. 41-45, 1978.

4. Belch, M.A. and Laura A.W., “Family decision at the turn of the century: Has the Changing structure of households impacted the family decision-making process?”, Journal of Consumer Behavior, vol. 2, no. 2, pp. 111-24, 2001.

5. Berkman, Harold W.& Gilson, Christopher; Consumer Behaviour, Concepts and Strategies.

6. C.R.Kothari, Research Methodology Methods and Techniques, New Age International Publisher.

7. Cengel, F. Y. (2012). The Perceived Risk and Value Based Model of Digital Marketing. Online Academic Journal of Information Technology

8. Chaffey, D. (2011). E-business• & e-commerce management. Pearson Education. Chaffey, D.,• & Smith, P

9. D. K. (2013). E-Commerce or Internet Marketing: A Business Review from Indian Context”

10. Emarketing Excellence: planning and optimizing your digital marketing. Routledge.11. G. T. Waghmare, 2012). E-commerce; A Business Review and Future Prospects in

Indian Business. Internet Marketing in India. Indian Streams Research Journal, vol. 2, no. IV, (pp. 1-4. Gangeshwer

12. Gurau, C. (2008). Integrated online marketing communication: implementation and management, Journal of Communication Management, vol. 12 no. 2, pp. 169-184

13. International Journal of u- and e- Service, Science and Technology Vol.6, No.6, pp.187-194

14. M. S. Khan and S. S. Mahapatra,(2009). Service quality evaluation in internet banking: an empirical study in• India. Int. J. Indian Culture and Business Management, vol. 2, no. 1, (2009), pp. 30-46.

15. Roberts, R. R., and J. Kraynak. (2008). Walk like a giant, sell like a madman. Hoboken,NJ: Wiley.


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SIgNIfICANCE Of MEDIA IN INDIAN DEMOCRAtIC SYStEM

Democracy cannot be successful without free press. Free press is very essential, because it is that the voice of the folks however media shall not fall as a victim to some monetary or any other temptations, and shall keep on honestly serving the people. Media is enjoying a significant role in shaping human minds. The media is considered as fourth pillar of democracy. It makes us aware of various activities like politics, sports, economic social and cultural activities etc. It is also sort of a mirror that shows the vacant truth and typically it should be harsh. However, it plays an important role in shaping the general public minds. Media plays an important role in shaping the democracy. It is called as backbone of democracy. It empowers the citizens through information. Media arranges the debate on current affairs and contradicting policies so that different views regarding the same issues could be put forth.

KEYWORDS: Democracy, Media, Citizens, Policies, Significant

abstract

DR. KRISHAN KuMAR, Assistant Professor, Department of JMC,

CDLU,SIRSA

INtRODuCtIONDemocracy is often outlined as a government of the individuals, by the people and for the people. Freedom and democracy walk hand in hand so Indian society is accepted democracy where the media plays a pivotal role in the Indian democracy. Media is being considered as the fourth pillar of democratic society after executive, legislature, and judiciary. Beyond the control and limitation of the government’s vitals in massive interest of the lots, media sometimes raise over or above. The last few years witnessed an enhanced interface between the media and common man. It is the media (print or electronic) has become a part of the life of the people of India, who are largely dependent on the media coverage for various needs including entertainment and information. Starting from the issues relating to common man, their feelings, their necessities, their expectations and every aspects of their life closely associated with the media. Media keeps the peoples awakened and there is no denying the fact that it has become one of the major instruments of social

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Significance of Media in Indian Democratic System

change. In a democratic set up, it is media which strengthens the democratic norms and values and also accelerates the pace of development. During the British period, the media scenario was quite different and in the beginning of twentieth century in the name of security of the State, people were denied the basic information and transparency in the process of governance was a distant dream. During the freedom struggle the print media played a major role and it got a morale booster it is well know that most of the freedom fighters were well acquainted with journalistic knowledge and many of them were said to be journalists. It greatly influenced the freedom movement. Subsequently with the attainment of independence, the role and responsibility of the media was enhanced and although it was controlled and owned by the State such as the people got a natural freedom to express their own ideas. But During the emergency of 1976, the activities of media were strongly regulated and harsh orders were issued against the media houses and their independence was completely shattered. In the post emergency period the media came out stronger as well as the passage of each day it came much closer to the hearts of the common people and become their mouthpiece. The social, political, cultural and economic scenarios of the country were reflected in the newspapers which ultimately paved the way for strengthening the democracy and the government of the people of India. In aftermath of emergency the media along with providing information to the people started educating them. Nowadays, besides the print media, the electronic media, particularly, the television programs telecast through cable network via satellite links has brought revolutionary changes in the field of news reporting and analysis. In the process new development and dimension of news reporting is emerge and India is being considered as one of the leading countries which have advanced to a great extent so far as information and technological development is considered. The media works as a watchdog of the government and carry every report of the action of administration thereby keeping the people informed about the day to day happenings taking place around them. Extensive liberty has been granted to the media people by the Constitution and in fact an awakened and free media is essential for smooth functioning of the government. Not only the economic developments but also the man-society relationship and other aspects that affect the people, are being covered by the media. That is why the people got habituated to media and the Indian democracy and its effective functions cannot be thought without an independent media.

fREEDOM Of MEDIA AND INDIAN CONStItutIONConstitution is said to be the basic or the fundamental document of a country and it is living document. The Indian Constitution considered to be the lengthiest


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Constitution of the world confers certain rights of its individual and on its individual. Freedom of speech and expression is one such right which the citizens are entitled to. In a boarder analysis, the freedom of speech and expression also included freedom media. Before going to details of freedom of media as guaranteed under the Constitution of India it is necessary to understand right to freedom of speech and expression. The citizen enjoys certain rights as mentioned above in democratic system. Freedom of speech and expression is considered as sacred right and is to be the prized privilege of the citizens. Art. 19(1)(a) of the Constitution protect and guarantees right of freedom of speech and expression to all citizens. However this right is not an absolute right and certain restrictions are also imposed. Indian Constitution by guarantees freedom of speech and expression has given the people of India the liberty to express their opinion because it is cherished goal of every individual in a civilized society. Indian polity has chosen the democracy as the basis of their governance and the will of the people is paramount of consideration in the democratic society. That is why, our preamble starts with the word “we the people of India” which go on specify certain objectives. Liberty of thought and expression is one such objective which is contained in the preamble and Art. 19(1)(a) contains in detail that noble objective, thereby providing the citizens one of their important right i.e. Article not only guarantees the right to speak but also express their opinion in any form. It is to precise one’s convictions and opinions or ideas freely, through any communicable medium or visible illustration, such as gesture, signs and the like. Therefore it include the freedom to hold opinions without interference and to hunt, receive and impart info and ideas through any media regardless of frontiers.So it is clear that freedom of press does not require any special mention as it is inherent in the existing provision and the press enjoys the same freedom of speech and expression of individual citizen, neither less nor more. The media enjoy special immunity or elevated status compare to the citizen and is subject to the general laws of the l and, including taxation and industrial laws. The immunity which the press enjoys includes and extends to the right to publish, disseminate information and circulation. Thus, as mentioned earlier, the Supreme Court in its various decisions, while conforming the rights of the press also struck down certain laws which tried to abridge the freedom of the press and these judgments are in tune with the amendment of the American Constitution.

ROlE Of MEDIA IN INDIAN DEMOCRAtIC SYStEM-Media is the sword arm of democracy, it playing very significant role in Indian democracy which is as following:

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Media as tool of ExpressionMedia as Instrument of Expression each individual person could be a medium of expression. A private interacts through the media to achieve alternative individual and establishments. The media represent the instrument of expression. Media is usually the agency for inter-personal communication. There square measure styles of communications. Personal communication mechanisms square measure one quite media, whereas the opposite is print and electronic media.

Media in exercise of freedom of expression is important to speak the thoughts, views, ideas, philosophy, ideals and activities. Communication keeps society along and cohabitate. For healthy growth of civilization world, the free flow of knowledge and ideas is important. The correct to freedom of expression, although it belong to each individual, establishment and organization, becomes peremptorily necessary within the media world that is the most effective individual of knowledge and therefore the best instrument in expression. Exercise of right of freedom of expression is that the skilled duty and charter of labour of media whether or not it’s medium or electronic media. The media act as a mass individual and need to relish this freedom for promoting public sensible and for informing the individuals generally on the State of affairs in each sphere of life and activity throughout the State and so throughout the planet. Once freedom of expression is typically talked of, it’s usually understood within the context of the liberty of the media and notably the medium, although it should be noticed that the liberty of expression stands, each with respect to its rights and obligations, on identical footing as that of a private or establishment.

Media as fourth Estate in IndiaAs the largest democracy, Bharat thought of a task for an outsized range of Developing countries. We’ve got State and central government no appointive by the people. Bharat have a government go past our own no appointive representatives, known as Member of legislative assembly Assembly (MLAs) within the State and Members of Parliament(MPs) at the middle trendy democratic governments have the following : A legislative assembly, i.e. State Assemblies and Parliament, liable for framing laws and judge the means we tend to run our affairs. Executives: the Governor, Chief Ministers Who run the State and therefore the president, Prime Minister and therefore the Council of Minister Who run the country.

A Judiciary: Supreme Court, High Courts and alternative courts that decide whether or not laws and therefore the Constitutional provisions are followed by the elected governments. These establishments run the govt. of the country for the welfare and


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development of all the individuals. India an exceedingly democracy, the individuals ought to recognize what the establishments, specifically the legislative assembly, the manager and therefore the Judiciary is doing for the welfare of the individuals. These establishments successively have to be compelled to recognize how the individuals reacting, what are they doing? The most role of mass media is to act as bridge between the individuals and therefore the government. So, in this sense, media may be thought of because the fourth establishment in an exceedingly democracy. Every democratic got wind of within the gift day social texture ought to have been involved with a special indivisible half i.e. the press that currently expended to incorporate electronic media additionally. The manager, legislative assembly and judiciary aren’t any doubt, pillar of democracy in Bharat. The media is another equally vital pillar to lend its valuable support to the system and therefore is regarded as “fourth Estate” the word “Estate” has been criticized for its seeming reference to family line hierarchy. However in truth it doesn’t mirror any such imperialist symptoms due to its multi- pronged functions in linking.

The importance of freedom of the press consists, besides the advancement of truth, science, morality, and art in general, in its diffusion of liberal sentiments on the administration of government its ready communication of thoughts between subjects and its consequential promotion of union among them, where by oppressive officers are shamed or compelled into more honourable and just modes of conducting affairs.

Mass Media Can Help in ChangeUsing mass media, people’s attitudes and habits may be modified. for instance, all folks have mistaken or wrong notions regarding varied diseases like infectious disease or HIV/AIDS. Largely individual’s thinks that by touching individuals suffering from these diseases would be infected. you may have detected on radio or watched TV programs or browse messages that tell us that by touching Associate in Nursing HIV/AIDS patient, we tend to don’t get infected .Similarly, for eradicating acute anterior poliomyelitis there are special programs and messages disseminated through the media. They inform individuals regarding the requirement forgiving acute anterior poliomyelitis drops to youngsters and regarding the day that’s declared a „polio day.‟ Special arrangements are created to grant anterior acute anterior drops toas several children’s doable on polio day. Change would conjointly mean things for the higher. The construct of development of a rustic is once more a matter of amendment, once recent practices and equipment are modified and new, higher and additional economical means that are being employed. The mass media play a vital role in human activity this modification. By giving the necessary info, and generally skills, the media will help bring regarding this modification. you’ll raise

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however media will impart skills. A Mass media like TV will demonstrate and show however things work. You would have seen on TV however a particular dish is fried exploitation modern kitchen instrumentation.

Change would also mean things for the better. The concept of development of a country is again a matter of change, when old practices and equipment are changed and new, better and more efficient means are being used. The mass media play an important role in communicating this change by giving the necessary information, and sometimes skills, the media can help bring about this change, media like television can demonstrate and show how things work. You would have seen on television how a certain dish is cooked modern kitchen equipment.

CONCluSIONThe media work as a watchdog of the govt. and carry each report of the actions of administration thereby keeping the folks well-read regarding the day to day happenings that square measure going down around them. The media has helped to make the democratic society by giving stress on problems that at one purpose of your time would are thought of strictly non-public like kid birth, child care, force, and molestation. For correct functioning of a democratic system, There should be transparency and irresponsibleness. The nexus between corruption and administration tangled by politics looks to grab the serenity and peace of the country. The deadly politics contend by the politicians, the bureaucrats; criminal is much far from the height of adroit politics being contended by the media. Democracy can’t be triple-crown while not public press. Public press is indivisible a part of democracy also because it is that the voice of the folks. Freedom of speech and expression is one such right that the voters square measure entitled to. in a very democratic country like Republic of India the media has duties as, to equip the national with unbiased info, to play very important role in broadening the thinking of voters, by empowering them with data, to fairly criticize any action that is against the spirit of justice or essence of democracy, to signifies the construct practices and play a vital role in initiating the correct procedure against the folks that square measure suspect of any delinquent activities, despite any political affiliation, and to foster the spirit of unity and brotherhood among the folks, and install religion in democracy and justice. If the media adheres strictly to its duties then the democracy are enjoyed in true sense by the voters of Republic of India. Media is that the weapon arm of democracy, it’s enjoying terribly important role in Indian democracy. Each individual may be a medium of expression. A personal interacts through the media to achieve different individual and establishments.


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Media play the role of individual of concepts. It’s collective sort of music, dance, speech and storytelling with comic interludes. Fashionable strategies of social media communication embrace seminars, dramas, public meeting and workshops etc. These square measure effective media strategies to deal with little and medium gatherings, which might be used as grounds for advocating the Human Rights and building populism. Media is being thought of because the fourth pillar of our democratic society once government, law-makers, and judiciary. Mass media are used by the consumer industry to inform people about their products and services through advertising. The media play a vital role in democratic system in creating, moulding and reflecting public opinion, about various rural development programs, propagation of family planning, new and improvement methods of agriculture and protection of the crops. Media plays very emphatic role in awakening people against many evils prevailing in the society like child marriage, killing of female unborn child, the evil practice of child labour etc. Media can ignite scientific temper among the students for development of science. They organized debates and group discussions about the current political issues in order to enlighten the people about the democratic process. Media serves as a bridge between the government and people.Modern media i.e. electronic media has enhanced the quality of democratic process by providing a platform for public participation on issues of national or social concern in a manner that is able to influence the Government. Media serves a twofold purpose. It not only carries information to the public but also carries back public responses to the government, compelling the later to be more receptive to public opinion, the media acts as a repository of public trust for conveying correct and true information to the people. But, when paid information is presented as news content, it would mislead the public and hamper their judgment to form a correct opinion.

REfERENCES1. Dr. Madhabhusi Sridhar, The Law of Expression, An Analytical Commentary on

Law for Media 3, 22, Asia Law House, Hyderabad, (2007)2. Justice V, R. Krishna Iyer, Law Freedom and Change, New Delhi ; affiliated

East West Press Pvt.Ltd. 1975 p. 683. SubirGhosh, “Mass Media” Today, Calcutta, p, 42.(1991)4. The Indecent Representation of Women (Prohibition) Act, 1986 sec. 4(a)(b)(c) 295. The Young Persons (Harmful Publications) Act, 1956 sec. 2(a) 30.6. The Information Technology Act, 2000 31. Available at: http://www.answers.

com/topic.trialbymedia

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7. Quoted in “Press and Parliament” by, A.N. Grover in J.C.PS. VXII11984 at p 1418. Pandit M.S.M. Sharma v Shri Sri Krishna Sinha and Others, A.I.R, 1959, 395


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AWARENESS ABOut tHE ROlE Of Ngt AMONg B.ED. StuDENtS

The environment is the most important factor for development to all kinds of animals, plants and others. It is the greatest gift of God to man and other living and non-living things. It’s abiotic (non-countable) components like air, water, light etc. and its biotic (countable) living components like plants, animals and human beings etc. They are responsible for the survival and continuance of life on this earth, so environment is most important factor for everything. It is researchable topic for new generation that is why I selected as a topic of my research “Role of National Green Tribunal in Protection of Environment with Special Reference to Fundamental Rights in India”. Our environment consists of ‘Panchtatva’ viz earth or land, water, light or lustre, ether and air, which together responsible for our survival. If the equilibrium of Panchtatva disturbs the existence of human being, it will be dangerous. We obtained our survival element from all these Panchtatva, one need Pollution free air to breathe, uncontaminated water to drink, nutritious food to eat, hygienic condition to live and healthy environment to move. These elements are ‘Sine qua non’ for the sound and healthy development of human personality. The objective was to study the level awareness about the role of NGT among B.Ed. students. 150 B.Ed. students of I.P. University were taken as sample for the present study. T-test used for the analysis of data.

KEYWORDS: NGT, Environment, Environmental Conservation & Protection.

abstract

INtRODuCtIONThe National Green Tribunal has been established on 18.10.2010 under the National Green Tribunal Act 2010 for effective and expeditious disposal of cases relating to environmental protection and conservation of forests and other natural resources including enforcement of any legal right relating to environment and giving relief and compensation for damages to persons and property and for matters connected

SEEMA Research Scholar

Mewar University

SHIKHAAssistant ProfessorKasturi Ram College of Higher Education

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Awareness about the Role of NGT among B.Ed. Students

therewith or incidental thereto. It is a specialized body equipped with the necessary expertise to handle environmental disputes involving multi-disciplinary issues. The Tribunal shall not be bound by the procedure laid down under the Code of Civil Procedure, 1908, but shall be guided by principles of natural justice.

The Tribunal’s dedicated jurisdiction in environmental matters shall provide speedy environmental justice and help reduce the burden of litigation in the higher courts. The Tribunal is mandated to make and endeavor for disposal of applications or appeals finallywithin6monthsoffilingofthesame.Initially,theNGTisproposedtobesetupatfiveplacesof sittingsandwill followcircuitprocedure formaking itselfmoreaccessible. New Delhi is the Principal Place of Sitting of the Tribunal and Bhopal, Pune, Kolkata and Chennai shall be the other 4 place of sitting of the Tribunal.

Healthy environment is essential for our existence inspite of 2 that we are polluting and destroying our own environment and creating endanger for us. The basic reason behind it is that we are taking advantage of development at the cost of health. In present era money become more essential for us than our life. In other words ‘Love of Nature’ is not modern Phenomenon Man loves nature and nature in turn nourishes him. Nature, society and human being are interdependent and inherent duty of man is to protect the nature and environment. Interdependent relationship constitute equilibrium between development and ecological balance and this equilibrium can be established by sustainable development of environment and well management of natural resources by process of aforestation. Healthy and sound environment is universal need, but universal existing Phenomenon is that human being had focused on development and growth at the cost of environment, this creates un-equilibrium between development and environment protection. This existing un-equilibrium caused many problems like global warming, acid rain, green house effect, ozone depletion, loss of biodiversity and bad impact on Flora and Fauna. The basic area of this study concentrates upon analyzing the awareness about role of NGT among B.Ed. students.

RAtIONAlE Of StuDYB.Ed. students are future teachers. Their knowledge and awareness about general concepts of environmental issues is accountable for our young learners. Therefore this is the thrust of the researchers to know the awareness of B.Ed. students about NGT, its role, constitution and various Acts made to conserve our environment and deal with the threats of rapid industrialization and development.

OBJECtIVES1. To know the awareness about the role of NGT among B.Ed. students.


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2. To assess the knowledge of various Laws, Acts and Articles about protecting and improving the environment and to safeguard the forests and wildlife of the country.

3. To assess the awareness about the initiatives taken by the NGT in order to conserve our natural heritage among B.Ed. students.

HYPOtHESIS1. There is no significant difference between the results of pre-test and post-test

of B.Ed. students conducted in lieu of awareness about the role of NGT among B.Ed. students.

fACtORS BEHIND tHE ENVIRONMENtAl PROBlEMSMain Factors behind the environmental problem areas follows:

1. Poverty: Poverty contributes equally to both – population growth and environmental pollution. “Poverty” has been defined as “the inability of an individual or household to attain a minimal standard of living.”6 The poor usually have low life expectancy, high infant mortality, and higher incidence of disablement and higher consumption of natural resources in the form of food, folder and fuel. Unhygienic and insanitary conditions are another by-product of poverty affecting human health. “Poverty reduces people’s capacity to use resources in a sustainable manner; it intensifies pressure on the environment.” Sadly, the impoverishment of the poor is accompanied by simultaneous and systemic erosion of the basic means of their sustenance, the environment, with its life-supporting natural resources – land, water and forest.

2. Deforestation: Forests are invaluable property of nation because they provide raw materials to modern industries, timber for building purposes, habitats for numerous types of animals and micro-organisms, good friable and nutrient-rich soils having high content of organic matter, offer protection to soils by binding the soils through the network of their roots and by protecting the soils from direct impact of falling raindrops, they encourage and increase infiltration of rainwater and thus allow maximum recharge of groundwater resources; minimize surface runoff and hence reduce the frequency, intensity and dimension of floods.

i) Agricultural Development Agricultural development means expansion of agricultural land, increase in agricultural productivity and net agricultural production. It is due to development of modern scientific techniques, advanced technologies, increased production and use of chemical fertilizers, expansion in irrigational facilities, development of high-yielding varieties of seeds etc.

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This has solved the problem of growing demand of food due to ever increasing world population on the one hand; it has also created or is creating hazardous environmental problems of serious concern on the other hand. Thus the modern “economic” and “technological man” is at the cross road of dangers in all directions. The agricultural development degrades the environment in a variety of ways e.g. (i) through the application of chemical fertilizers and pesticides and insecticides, (ii) through the increase in irrigational facilities and amount of irrigation, (iii) by making changes in biological communities etc.

ii) Population growth: Growth of human population at alarming rate is the most significant cause of the lowering of environmental quality and ecological balance. For example, industrial expansion, urban growth agricultural development, increase in means of transport and communication etc. are the results of population growth because the people must generate better facilities for their existence and better life.

iii) Industrial Development: Rapid industrial developmenthas given economic prosperity to human society has given new dimension to socio-economic structure and’ has provided material comfort to the people of industrially developed countries but it has also created many fold environmental problems. In fact, the glittering effects of industrialization have affected the mind of the general public that industrialization is now being considered as the parameter of modernity and as a necessary element of socio-economic development of a nation. Rapid rate of industrialization resulted into rapid rate of exploitation of natural resources and increased industrial output. Both the components of industrial development e.g. exploitation of natural resources and industrial production have created several lethal environmental problems and have caused large-scale environmental problems and ecological imbalance at global, regional and local levels in a variety of ways. The adverse effects of industrialization may change the overall character of natural system and the chain effects sometimes become suicidal for human society.

iv) urbanization: Exodus of population from rural areas to urban centers and origin and expansion of new urban centers due to industrial expansion and development are responsible for rapid rate of exploitation of natural resources and several types of environmental degradation and pollution in the developed and developing countries. The level of urbanization in the developed countries of the world has already reached its peak. The accumulation of wealth and availability of more economic and job opportunities in the urban centers have


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resulted into the concentration of population in the congested metropolitan areas and thus the formation and growth of big slum areas.

SAMPlE DESIgN150 students of B.Ed. course from various institutions, affiliated to I.P. University of Delhi NCR. The students were selected randomly from the group of 50 students of each institution.

tOOlS AND tECHNIQuESSelf made questionnaire was prepared to conduct the pre-test and post-test of the students.

T-test was used to test the hypothesis.

lIMItAtIONDelhi NCR region was selected as per the convenience of the researchers.

B.Ed. students were selected as sample for conducting the research.

INtERPREtAtION AND ANAlYSISResults of Pre-test & Post-testtable 1.1 Results of Pre-test & Post –test

Class Interval Pre-test Post -test0 – 5 135 46 – 10 12 1611- 15 3 11716 - 20 0 13

fig No.1.2

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As table 1.1 highlights the results of Pre-Test, 135 students scored between the range of 0 -5. It is clear that the awareness about the role of NGT among B.Ed. students was very less. 12 students were reported little better in the range of 6-10 and 3 in the range of 11 -15 whereas none reached the range of 16 -20.

The students were provided with the extension lecture emphasizing on the role, constitution, historical perspective, various Laws, Articles, Projects and Notable Orders of NGT. Later the Post –Test was conducted. The results of post-test are highlighted by table1.1. The results were amazing. 13 students scored in the range of 16 – 20, 117 students got between the range of 11 – 15, 16 students got between the range of 6-10 whereas only 4 students secured in the range of 0-5.

table 1.2 Results of Mean Scores of Pre-test & Post-test

Mean Score of Pre-test Mean Score of Post-test S.D. t-Value2.9 12.5 6.788 3.312

fig No. 1.3

The Mean score of Pre-Test is 2.9 whereas the Mean score of Post-Test is 12.5. The standard deviation of the scores is 6.788.

The t-value is 3.3126.

3.3126>0.5, the value is much greater than the level of significance, therefore null hypothesis is rejected.

CONCluSION AND SuggEStIONIndia has had a sound philosophy of environment management dating back to the ancient Vedic period. Under the Vedic culture we had a great tradition of environmental


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conservation which taught us to respect nature and to take cognizance of the fact that all forms of life, human, animal and plants are closely interlinked and that disturbance in one give rises to an imbalance in the other. Moral injunctions acted as guidelines towards environmental preservation during the ancient period. Such injunctions were initially propagated by the religious scriptures, seers and enforced by the rulers. Whatever may be the number of reasons for the continuous decline in the quality of environment, but the greatest impediment to ameliorate to this situation is the misplaced psyche of the technological man of today who has now become the role model for the urban and semi-urban society all over the globe. The technological man believes in material way of .life and thinks that achievement of more and more material wealth, physical health and comforts and knowledge of material sciences is the only goal of human life and thus he has replaced the ethical man of the past where way of life was spirituality and goal of life was self realization. Now most of the things are being planned and executed in the light of this new and fascinating way of life and, therefore, the humanity at large is gradually becoming its helpless victim, and now it seems that many things have gone beyond human control. After this root cause, no factor alone can be held responsible for the environmental problems. The future teachers must be aware of these issues so that this rich cultural heritage can be transferred to our young generations to imbibe these values and practice this for future to reduce the risk to environment and develop them as responsible citizen. This study is conducted on B.Ed. students but it will be useful for other areas also. Awareness about the role of NGT is mandatory for becoming a good citizen. So awareness programmes should be conducted in schools and communities also to conserve our environment.

Suggestions•Essential environmental studies should be the compulsory subject in B.Ed. curriculum

instead of elective.

• Institutions and Teacher educators must take initiatives to promote innovations through organizing exhibitions to draw out the creative thinking and practical solutions to upcoming environmental issues.

•Steps should be taken to promote awareness about the NGT and essential qualifications to be a member of NGT and processing of NGT..

•No essential qualification is mentioned for the Chairperson of State Pollution Control Board although the authority is accountable for the implementation of various policies so it should be strictly mentioned and the person should be from the technical background to provide innovative insights.

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REfERENCES1. All India Reporters (A.I.R.).

2. Air Pollution Control: An Integrated Approach, Fifth Report, Cmnd. 6371 (1976).

3. A Report on Compliance of Pollution Control Laws and Criminalϖ Sections by Ministry of Environment and Forest Government of India.

4. Canadian Law Reforms Commission, working paper No. 44 (1985).

5. Central India Law Quarterly.

6. Central Board for the Prevention and Control of Water Pollution, Annualϖ Reports of 1978-79, 1979-80, 1980-81, New Delhi.

7. Committee for Recommending Legislative Measures and Administrative Machinery for Ensuring Environmental Protection, Report (Tiwari Committee), Department of Science and Technology, Government of India (1980).

8. Council on Environmental Quality, Fifty Annual Reports (1974).

9. Government of India, Ministry of Environment and Forest*, Annual Report (1988-89).

10. High powered Expert Committee, Report on Companies Act and Monopolies and Restrictive Trade Practices Act (1978).

11. Law Commission of India, 37th Report.

12. National Committee for Environmental Planning and Co-ordination, Report (1976).

13. National Institute of Oceanography, Annual Report (1982).

14. Oil Pollution of the Sea and Shore: A Study of Remedial Measures,HMSO, London (1972).

15. Pollution Control: Progress and Problems, Fourth Report, Cmnd. 5780 (1974).

16. Public Land Law Review Commission, Report (1970).

17. Supreme Court Cases. (SCC)

18. Supreme Court Cases Record.

19. U.K. Royal Commission on Environmental Pollution, Eleventh Report, Cmnd. 9675 (1985).

Books:1. Agrawal, K.M.: “A Textbook of Environment” Macmillan India Press, Chennai,

2002.2. Agarwal, S.L.: Legal Control of Environmental protection, ILI, New Delhi, 1980.


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3. Agrawalla, V.P. Forests in India. IBH metropolitan, New Delhi 91985).4. Arun, C.V. “Economic Aspects of Environmental Pollution in India,” 1984.5. Bharat Desai, “Water Pollution in India: Law and Enforcement,” 1990.6. Bowonder, “Environmental Management Problem in India,” 1986.7. B.N. Tiwari, “Hindu Culture and Ecology” in Gautam Sharma (ed.),ϖ Environment,

man and nature (Reliance: New Delhi, 1989), pp. 23-278. Chatterpati Singh, Common Property and Common Poverty: India’sϖ forests,

Forest Dwellers and the Law (OUP, Delhi, 1986) p. 10.9. Mishra, P.C.: Fundamentals of Air and water pollution, Ashish Publishing house,

New Delhi, 1992.10. Pandey, J.N.: Constitutional Law of India 41st Ed. CLA, Allahabad, 2010.11. Tripathi, Dr. S.C.: “Environmental Laws” CLA Allahabad, 2010.

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DIgItAl MARKEtINg IN INDIA AND ItS EMERgINg tRENDS

The big Indian market is evolving quickly. Internet get to is mainstreaming among experts and the utilization of versatile is increasing. The pace of progress keeps on being fast with advanced directs continually developing in volume and quality. More individuals invest more energy online in India consistently, and the advanced devices and destinations they use assume a consistently developing job in their lives. Savvy advertisers keep over the size of progress and guarantee their showcasing methodologies and contact focuses reflect where the purchaser is investing their energy. These notes give a feeling of the size of progress we’ve seen up until this point and infers the size of what is coming.

KEYWORDS: Digital Marketing, SEO, E-Commerce, Webportals & Google Adsence.

abstract

INtRODuCtIONAdvanced Marketing is a piece of a Digital Economy. India is a quick moving country towards computerized economy and this development has been quickened with the demonetization of the Indian Currency in the last quarter of year 2016.With it different government advanced instalment advancement plans has been propelled. Computerized showcase requires advanced advancement and advertising systems. The telecom part is additionally assuming an essential job in the digitalization development. Ongoing dispatch of dependence telecom Jio with the free and boundless web offices has played a progressive roll. The other unmistakable organizations like Airtel, Idea, Vodaphone and BSNL are likewise offering appealing web plans. Indian banks are likewise giving more client agreeable and secure cash exchange administrations. Presently Indian shopper is investing more energy in web based life and web surfing. In this way the perceivability of any item is more through computerized medium than customary promoting procedures. Advanced advertising methods incorporate Content Marketing, Marketing Automation, Ad Words, SEO, Social Media, Email Marketing and Website Design. The key players, job players

BuSHRA SIDDQuI Assistant Professor

Fairfield Institute of Management & Technology

Digital Marketing in India and its Emerging Trends

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and framework suppliers in Digitization of an Economy are government, banking framework, Shopping Portal in India, Internet Service Providers and Software Service Providers.

MEANINg The utilization of the Internet and other advanced media and innovation to help “modern marketing” has offered ascend to a puzzling scope of names and language made by the two scholastics and experts. It has been called computerized advertising, Internet showcasing, e-promoting and web promoting and these elective terms have shifted through time. Computerized Marketing is the term most every now and again utilized today, so that is the term we center around. In straightforward words we characterize advanced advertising is “Accomplishing showcasing destinations through applying computerized advances and media”. In this way, advanced showcasing is tied in with using computerized innovation to accomplish advertising destinations. There is no fundamental requirement for advanced showcasing to dependably be isolated from the advertising office in general, as the goals of both are the equivalent. Anyway until further notice it remains a valuable term on the grounds that computerized advertising requires a specific range of abilities to use the advanced innovation viably. As the ongoing Developing Digital Skills 2015 report appeared, numerous advertisers are currently investing half of their energy in advanced promoting exercises and two of the three top activity jobs in showcasing are computerized, so obviously computerized abilities are required for the advertisers and supervisors.

EffECtIVE WAYS Of DIgItAl MARKEtINg So as to make progress one assume to move in the accompanying way •Plan - Create an organized arrangement and guide by looking into your present

shortcomings and the chances to support online leads and deals. •Manage - Review your advertising exercises, with the goal that you realize where

to center to get the Quick Wins which will have the greatest effect •Optimise - Learn the accepted procedures and achievement components to enable

you to contend to show signs of improvement results It is no embellishment that you live in a computerized world and from that point of view it is basic that your business has a great nearness in the advanced space. Fundamentally, computerized advertising is the fate of promoting on the planet with the additional favourable circumstances that it is less expensive than customary showcasing and is quantifiable. How about we list the distinctive ways you can utilize the computerized medium to promote and drive changes for any start-up or business.

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a. Search Engine Optimization (SEO) In layman’s terms, Search Engine Optimization or SEO is basically tweaking your site with the goal that it comes up normally or naturally for indexed lists in Google, Yahoo Bing or some other internet searcher. Google refreshes its calculations consistently with the goal that just the applicable outcomes come up. From that point of view, numerous specialists state that SEO is dead and the exertion is vain. In any case, in all actuality Google endeavours to anticipate calculation control and channels destinations that don’t have the right to be on the highest point of SERPs (Search Engine Result Pages). So there is no uncertainty you ought to put resources into SEO work. Your site should deliver the details identified with substance and inquiry coordinating, spidering, ordering, and deciphering non-content substance. Keep in mind, it is the most savvy showcasing procedure that will convey natural traffic to your business.

b. Search Engine Marketing (SEM) Internet searcher Marketing or SEM is the far reaching procedure to direct people to your business, basically through paid efforts. Consequently it is additionally called Paid Search Marketing. The universe of SEM is different and muddled. In light of your business structure, you may pick PPC (pay per-snap) or CPC (cost-per-click) model, or CPM (cost-per-thousand impressions) demonstrates. There are diverse stages for SEM. By a wide margin, Google Ad Words (on Google Network) and Bing Ads (on Yahoo Bing Network) are the most well known. SEM additionally incorporates Display Advertising, Search Retargeting and Site Remarketing, Mobile Marketing and Paid Social Advertising.

c. Content Creation Substance can be displayed in various configurations, including online journals, white papers, digital books, contextual analyses, how-to aides, question and answer articles, gatherings, news and updates, pictures, pennants, infographics, webcasts, online classes, recordings, or substance for microblogging and internet based life destinations. Every single ongoing change to Google’s calculation - be it Panda, Penguin or Hummingbird - point to the way that content is the most critical measurement while separating list items. You can be imaginative and make content on any theme and afterward skilfully interface it in a roundabout way to your business. You may get a kick out of the chance to peruse our article on the best way to incorporate substance and market your startup or business free of expense. Additionally, you have to tweak your substance for various stages. For instance, the substance for cell phones ought to be fresh and short. Keep in mind, a powerful system will draw in your per users and abandon them


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inspired by more data from you. Great substance is shared and is the most ideal route for marking your business.

d. Social Media Marketing (SMM) Internet based life Marketing or SMM is a branch of your SEM endeavors. It includes directing people to your locales or business through social destinations like Facebook, Instagram, Twitter, Pinterest, Google+, Linkedin, and so on. As we referenced above, great substance is shared and enjoyed. So make and tweak content for various internet based life stages. Make sure to be productive and unique; you have to draw in with clients once a day, something like four to five times each day. Your SMM endeavors can be particularly useful for marking and driving deals.

e. Digital Display Advertising This again is a subset of your SEM endeavors. You may utilize an assortment of showcase publicizing organizations to target potential group of onlookers - be it content, picture, standard, rich-media, intuitive or video advertisements. You can alter your message dependent on interests, content points, or the situation of the client in the purchasing cycle. In any case, note that Digital Display Advertising is moderately expensive. You need specialists to drive great ROI for your business.

f. Retargeting and Remarketing Basically, Retargeting or Remarketing is a procedure to target clients who have just visited your site. It depends on treat innovation. Retargeting has developed as a favoured procedure as you target clients who have just appeared in your business; and henceforth the transformation rate is high. You may take part in Retargeting on your site, or on informal community or on the versatile. Picture your systems dependent on the clients’ purchasing cycle.

g. Mobile Marketing The site, applications and substance is being redone for cell phones. The portable clients are developing step by step and it is the best method for promoting.

h. Interactive Marketing Ensure your publicizing methodology draws in the potential client in a discussion. As per an overview by ExpoTV.com, 55 percent respondents liked to have continuous interchanges with the organizations they purchase from; and 89 percent felt increasingly faithful to the organizations in the event that they were welcome to give criticism. Use instruments like gadgets and pick in highlights to make your site intuitive, request criticism and track client conduct. Connect with the

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clients effectively and alter offers dependent on their inclinations and perusing exercises.

i. Viral Marketing Viral Marketing is where a one of a kind substance spreads exponentially on the web, on the grounds that the substance is valued, shared and preferred monstrously. This is an extraordinary method to brand and direct people to your site. The substance can take any arrangement; all you need is to be imaginative.

j. Email Marketing When you send a business message through email to a rundown of potential clients, the procedure is called Email Marketing. With a compelling email showcasing programming, you can keep up email records that are isolated dependent on a few variables, including customers different preferences, and ways of managing money. Make sure to send customized messages; this creates trust. In any case, note that Email Marketing may likewise be considered as spamming and there are laws against it in certain nations.

k. Affiliate Marketing Subsidiary Marketing is an act based advertising program, where you pay distributors who bring you clients. The execution might be founded on changes - advancements, leads or basically deals. You may jump at the chance to be a piece of the partner projects of various distributors. Basically, the distributors will give you space in their pages to promote your business and help you drive transformations; and you will pay them dependent on the remuneration display. You may profit the assistance from an Affiliate Network, which will give you an extensive base of distributors, and different advantages like following and announcing innovation. Subsidiary Marketing is particularly valuable for new companies, as it will acquire more traffic to their business through high-traffic locales. Fundamentally, Affiliate Marketing is a success win circumstance for both the shippers and distributors. Locales like Amazon, eBay, LinkShare and Flipkart run Affiliate Programs. Indeed, most online organizations with calculable traffic have their own offshoot programs.

l. Digital Media Planning and Buying At the point when a media office explores and makes a far reaching technique structure, we call it Digital Media Planning. Be it in driving deals or transformations, propelling another brand or advancing a built up brand, or changing client conduct, the media organization plans diverse stages and configurations to contact the ideal group of onlookers. It thinks about reach and recurrence of various online


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and versatile applications. The organization works with various accomplices and purchases pertinent space and thoughts. This is called Media Buying. Generally, Media Buying and Planning involves every one of the systems that we have talked about above.

MAJOR fACtORS AffECtINg tHE DIgItAl MARKEtINga) India’s education rate is at 74.04%.Kerala is the most proficient state in India, with

93.91% education. Six Indian states represent about 70% of all uneducated people in India: Uttar Pradesh, Bihar, Madhya Pradesh, Rajasthan, Andhra Pradesh and West Bengal. Hence expanding proficiency emphatically affecting the advanced promoting development in India .

b) Expensive innovation: The versatile and web rates are exceptionally aggressive and now it is in reach of a typical man moreover.

c) Cost of publicizing: The expense of promoting is low. One can have its very own site in just Rs. 5000 in India. One can advance his item on Google with Google Adsense with just Rs.1000 per month.

d) Inherited confinement of Technology: In India the adolescent is truly versatile towards innovation yet at the same time substantial populace isn’t so inviting with the electronic contraptions.

e) Unavailability of Infrastructure offices in India : The web availability is as yet not accessible in Indian rustic territories.

f) Believe in Traditional business rehearses : The little businessperson having maintaining its business in a little region and very centered around that territory at exactly that point he favors Traditional methods for Promotion as it he discovers it is increasingly obvious to the general population around.

g) Lack of Online Business Experience: Lack of mindfulness about the computerized advertising is additionally a noteworthy constraints in the development of the advanced market.

futuRE Of DIgItAl MARKEtINg IN INDIA Step by step developing Digital Market in India is a clear that the Digitization is occurring with a fast. Internet business site are giving every one of the merchandise and enterprises through online entryways online today. The expanding number of internet business sites. WARC Survey demonstrates that 35% of promoters would build their versatile publicizing spend by half or more by 2020 in India. As per the GroupM report, shopper item producers will remain the most prevailing part as far as promotion going through with a 28% offer of the all out consumption.

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Numerous publicists will build their promotion spending to goad request, helped by the cushion given by low item costs, which have decreased their information costs. Consequently, all reports and overviews directed far and wide are demonstrating that the computerized promoting will develop more in coming years. Youth of India is especially innovation benevolent. By 2017, cell phones are relied upon to stretch around 3 billion units around the world. So as more individuals use cell phones, tablets and other cell phones, the capability of versatile market keeps on developing.

CONCluSION As we as a whole are experience an extreme change in India towards the digitalization. The buyer are looking and seeking more on web to locate the best arrangement structure the merchants around India. Computerized showcasing, for example, website improvement (SEO), web crawler promoting (SEM), content advertising, influencer advertising, content mechanization, online business promoting, effort advertising, and internet based life advertising, web based life streamlining, email direct promoting, show publicizing, e– books, optical circles and diversions, are ending up increasingly more typical in our propelling innovation. Today we as a whole are associated through whatsapp application and facebook and the expanding utilization of online networking is making new open doors for advanced advertisers to draw in the clients through computerized stage. Advanced showcasing is practical and having an incredible business sway on the business.

REfERENCES1. Pratik Dholakiya (14 April 2015). “3 Digital Marketing Channels That Work

for Every Advertiser” 2. Mohammed R., Internet Marketing, McGraw Hill, New York, Vol. 4, 2001 3. Devi .C.S and Anita.M ( 2013) : E marketing challenges and opportunities pg.

96 – 105 retrieved from www.ijsrm.in 4. Shanker, Ravi (1998), Marketing on the Net, (Dissertation), Banaras Hindu

University, Varanasi, India. 5. Karakaya F., T.E. Charlton., Electronic Commerce: Current and Future Practices,

Managerial Finance, Vol. 27 (7), pp. 42-53, 2001 6. Krishnamurthy, S. & Singh, N. (2005), The International E-Marketing Framework

(IEMF): 7. Reedly, J., Schullo, S., And Zimmerman, K. (2000), Electronic Marketing (Integrating

Electronic Resources Into The Marketing Process), Harcourt College Publishers.


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8. Boudreau, M.-C. & Watson, R. T. (2006), Internet Advertising Strategy Alignment Internet Research,16, 23 - 37.

9. “4 Important Digital Marketing Channels You Should Know About”. Digital Doughnut. Retrieved 17 October 2015. Web Resources

Web Sources1. www.egapsawebmarketing.in/growing-future-digital-marketing-india/ visited on

07th January 2017 2. piyushaggarwal.me/digital-marketing-ppt/ visited on 08th January 2017 3. yourstory.com/2014/12/digital-marketing-startups/ visited on 08th January 2017 4. images.dazeinfo.com/wp-content/uploads/2016/02/mobile-internet-users-in-

india-2016.jpg visited on 08th January 20175. www.livemint.com/Consumer/LjI3ZO4nYkN8DNdyMIlJlJ/Ad-spending-to-grow-at-

155-in-2016-higherthan-2015s-14.html visited on 09th January 2017

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IMPACt Of CINEMA IN INDIAN SOCIEtY

INtRODuCtIONIn our India society there are many practices, customs and traditions which are based on ignorance and which have with held the progress of our society. There is no gain in saying that a movie does wield a tremendous influence in the society. Cinema has perhaps the greatest potential to be the most effective mass media instrument. Indian Cinema has certainly some clear advantages over other media as it combines both audio and video and thus very appealing to the eye and the ears. The picture portrayed through the medium of cinema has a lasting effect on the audience and directly connected with the emotions of the viewers, which is the main reason that the Indian Cinema is highly impactful in the society in various ways. Movies have proved to be one of the best mediums of mass communication. Through movies people have get small pleasures as get an opportunity to forget their worries for a little while. Often, people identify themselves with the main character, because the leading roles symbolize the life of an ordinary Indian. For many Indians movies are more than just a source of entertainment and the cinema is a way of escaping their misery. This is one of the most important reasons why Bollywood movies are highly successful in India. The main objectives of the study is to present that Indian cinema is highly impactful in the society or society plays equally important role to present the current revolving issues of any phase in the movies so that public acquire the things and with the entertainment they came to know the major issues of the society as well.Through cinema producers and directors present easily the major issues and sometimes through movies people remove their wrong ideologies and accept various things which they did not previously. Cinema is this much important in the current society.The research methodology of this study is truly based on content analysis. This study is an attempt to present that ‘How Indian Cinema is impactful on Indian Society’? And yes, Indian Society is as many issues get portrayed in the movies and with different presentation audience witnessed various issues and sometimes such movies acts as an eye-opener to the society and every year hundreds of movies based on society got released and proved to be the masterpiece and equally appreciated by the society.

MS. MEHAK S. zAIDIAssistant Professor

United College of Education, Greater Noida, Uttar Pradesh

Impact of Cinema in Indian Society

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OBJECtIVES Of tHE RESEARCH:1. To study the changes & development of Indian cinema with different era’s.2. To study, how Indian cinema is helpful to create awareness among the society.3. To study the impact of Indian Movies in the life of common men.

lItERAtuRE REVIEWThe history of Indian cinema dated back to the year 1896. The Lumeire brothers first demonstrated the art of cinema to the sub-continent.

The Kaleidoscopic view of history of Indian includes the pioneering efforts of Harishchandra Sakharam Bhatavdekar.

Since its beginning with the film ‘Raja Harish Chandra’ (1913), the cinema has remained the most powerful media for mass communication in India. Cinema has the ability to combine entertainment with communication of ideas. It has the potential appeal for its audience which touches the innermost layer of the human being. It mirrors the story in such a manner that leaves an impact on the coming generations as well. Cinema presents an image of the society and its current issues.

In 1900 the entire Indian entertainment sector underwent huge changes and the emergence of Dada Saheb Phalke took Indian Cinema to the new heights.

Dhundiraj Govind (Dada Saheb) Phalke (1870-1944) known as the father of Indian Cinema, His films depicted Hindu Gods and promoted Indian Independence from Britain. He also promoted swadeshi (indigenous) movement sought independence through Boycott of British goods. This step led a rapid growth of Indian Film Industry..

Regardless cinema came to India in a commercial manner at pretty much the same time that did in the western countries.

Post Independence Era considered the ‘Golden Era’ of Indian cinema. The 1940’s was a turbulent phase; the initial half was despoiled by the second world war while the later half saw extreme political and radical changes all across the globe so after independence the period was considered as golden era of Indian Cinema.

Commercial cinema was also known as mainstream cinema. It is the most common and popular form of cinema in India. Commercial cinema is not only made in hindi also in regional languages specially in east and south India.

Social cinema is not based on entertainment cinema. It was based on social issues of our society. Through social cinema Filmmakers try to portraits the picture of our society and its main social issues from which the society suffers.

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There was a time in 1930’s, where ‘Gandhiji’ was working for the upliftment of untouchables, there existed a Gandhiji amongst Indian film industry too “Niranjan Pal” , who penned down a story on the social position of ‘Dalits’ in the country. “Achut Kanya” (1936), the story when took to silver screen proved to be reformist period – piece. “Isne Apni Jaan di dusro ko bachane ke liye... Janm se achut lakin karm se Devi”, such kind of dialogues were incorporated in the move to bring them to an equal status.

Social cinema of India plays a very crucial role to present the picture of the status of the people in the Indian society, through these films filmmakers try to focus the things that were unnoticed by the country or that needs a voice for a change.

There were movies that even showcased the emotions of women against the authoritative patriarchal setup like ‘Adhuri Kahani’(1939), It showed the tragedy of an educated and liberal lady, who is oppressed by her conservative husband and commits suicide due to male chauvinistic ideologies of her husband, the movie was left with an abrupt ending for audiences to think of a less oppressive society in the feature. If we try to draw the broader contours of Bollywood in terms of themes and perspective, we can notice a trend. In its Infancy most films related to epics, mythology and historical themes. Part this stage the adolescence of Indian cinema revolved much around the concerns of time and development. Scripts attempted solutions to the problems of caste – system (Balika vadhu), Corporatization and it’s evils (Shri 420), Labour issues (Naya Daur) and an endless saga of ‘Satyajit Ray’s School of thought, Raj Kapoor went on to be termed the first showman with his mixed bag of commercial and meaningful cinema. However, most of his commercial flicks had a strong theme behind them, despite the commercial angles and skin show. These two ages reflected the overlapping concerns of a nation unsure about whether to take pride in its rich heritage or its take over by imperial forces now existing with a marked change in its social cultural and economic fabric.

After the Independence of our country India (1947) social cinema and the filmmakers are actively present the loss and sorrow of the countrymen in their films, the efforts of freedom fighters and contribution of people are clearly present or show on the movies.

India after partition was poor and illiterate; this was depicted in many movies including the unforgettable

“Mother India” (1957), which actually moved the Indian audiences and ‘Nargis’ had set a goddess like moral example of an Ideal Indian woman through the movie, who despite the problems struggled hard to survive on her own terms and conditions.


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How a woman was considered to be a material possession for the men with money, was presented on screen through the movie “Bazaar” (1982). The movie shows now needy parents sold their young girls to affluent Indians in Gulf. It gave a bizarre image of the society, which was hard to believe but was truth.

By the 20th century “Sati” was abolished in India, but widow re – marriage was still a taboo in Indian society, Raj Kapoor took over and introduced the narrow – minded society to the next level with his film “Prem Rog” (1982) where ‘Rishi Kapoor’ (Lead actor) was seen in love with a widow, Raj Kapoor had challenge the age – old traditions, but still managed to make it a silver jubilee blockbuster.

It is not that the cinema is change overnight for philanthropic reasons or that investors have started funding films as charity but, the artist’s keenness to do a certain number of films that strike choked with the intelligent audience has created the perfect milieu.

This age is an age of intelligent cinema; most of the successful films in the recent years were based around contemporary themes that touch our lives in one way or the other. From terrorism to education and child rights and sporting spirit everything has kept the cashboxes ringing.

‘Mani Ratnam’s film “Roja” (1992) was first to introduce terrorism to cinema and showed how it affected common man’s life in Kashmir, while the whole country was unaware of the circumstances there, Later on many directors took over to show terrorism in Bollywood through movies like ‘Drohkaal’, ‘Maachis’ , ‘Black Friday’ and many more.

Although, India now, was a more completely and liberal, but was not completely secular. ‘Ratnam’ then made “Bombay” (1995) with the controversy surrounding the ‘Babri Masjid’ and the Bombay riots as a backdrop. By showcasing inter – religious relations and effects of religious riots, he probably tried to move down the intensity of hatreds among the two religions.

Another master piece was presented by ‘Prakash Jha’ who is known for making socio – political films in the industry, today brought “Aarakshan” (2011) based on controversial policy of caste – based reservations in Indian government jobs and educational institutions. Such reservations were always welcomed with violent protests by all the sections, since lower castes were there to gain and middle and upper castes Indians lose from the cast based reservations.

Past a decade and little more into the new millennium, ‘Dil chahta hai’ started changing rules of the game. The youth was redefined, this time with high entertainment brewed

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intelligently with the themes of development. ‘Dil chahta hai’ , ‘Swades’ , ‘Rang de Basanti’ , ‘MunnaBhai MBBS’, ‘Yuva’, ‘Chak de India’, ‘Lage raho Munnabhai’ , ‘Taare Zameen Par’ and ‘3 Idiots’ represent some of the many meaningful themes taken up by intelligent filmmakers. They attempted to convey the message of channelizing youth in the right active and progressive perspective. ‘Black’, ‘Taare zameen par’ and ‘Paa’ endeavours to sensitive people for developing appreciation for individuals with a difference. At the same time, films including ‘Pitah’, ‘Firaq’, ‘Phir milenge’, ‘Well done Abba’, ‘Paathshala’ etc, that couldn’t turn on the box office.

Developmental entertainment can also be commercially viable like growing social entrepreneurship. All the socio – cultural topics that were discussed in cinema were nothing new in the society, but not all sections of society were aware of them. Moreover, bringing such issues to the silver screen led masses to think about them seriously instead of just ignoring and accepting them as traditions and customs.

The Indian film fraternity was gaining fans in the countries like Bangladesh, Pakistan specially the south Asian countries.

‘Dilwale Dulhaniya Le Jayenge’, the film appealed the masses till no extent. A super hit film that set the on screen chemistry between Shahrukh khan and Kajol, the concept of a rich boy marrying a middle class simple girl, depicted the society that was slowly opening its arms towards the acceptance of all classes. After this film Shahrukh Khan dominating the industry as a second super star after Amitabh Bachchan. Shahrukh Khan clearly dominated the period of ten years with ‘Dil To Paagal Hai’ and ends with ‘Kuch Kuch Hota Hai’ again the romantic super hit film of Shahrukh Khan, directed by ‘Karan Johar’, this film was the entry ticket to ‘Johar’ in the Industry.

There was some other prominent films of that decade, one of them was ‘Border’ Indeed romance was clearly in tune of this era but continuous tensions with Pakistan and the growing threat of terrorism in India was also depicted in films like ‘Border’, ‘Roja’ and ‘Bombay’. Post 1993 Mumbai serial blasts the film ‘Bombay’ was released that remained a controversial film as it is experimented with the religious sentiments of the people. Bombay had an excellent message attached to it for the masses who were dividing the society in terms different religions.

Man has instincts, different thoughts flow which leaves an effect on the minds. The person laughs and tears with the different films. Scenes of ‘Shaheed Bhagat Singh’, ‘LOC-Kargil’, ‘Border’ makes people national-minded and sentimentally involved in the film and same with the films like ‘ Hum Saath Saath Hai’, ‘Hum Apke Hai Kaun’ portrays the family bonding and hurdles.


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Movies often relate to current social problems, Political scenarios, love and romance, friendship and almost every aspect of our lives. So, for a mature and educated audience, movies can be reflections of the unknown alleys of the society, its people, customs, life etc.

In many movies there is an unnecessary show of pomp and luxury which can be misleading and problematic to the youth. Movies often exaggerate violence which may induce ‘mean world syndrome’ and may spark violent traits among children and youngsters. Movies also may force a cultural dilemma among the audience as the portrayal of characters is sometimes far from reality.

As we know India is a diverse country but this diversity is usually experienced not only in the books but also seen in various movies as the crew and cast, members are from different parts of the country having different religions and accent. Despite of all these variations in them they still come together and showcase their spectacular talents within a limited time frame of 3 hours, which leaves us with some or the other message and helps us to forget our little day to day worries and tensions and the songs has been the soul to each and everyone. Every party, festival or wedding is incomplete without bollywood songs.

Indian cinema is extremely sensitive in showcasing stories which is entirely based on evil acts against women like sexual harassment, rape, murder cases etc. These movies are made to arouse consciousness among the audience and make them aware of the consequences of enacting these vulgar acts.. The main motive of these movies is not making huge business but to spread a social message among the people.

Movies can have a major impact on people’s behavior. Depending upon what they prefer to watch, cinema can influence people’s behavior drastically. Sometimes the influence could be fatal while sometimes it could be beneficial.

The biopics like “Bhaag Milka Bhaag”, “Neerja” has depicted the life of Milkha singh and selfless sacrifice of the brave girl Neerja Bhanot. Such stories will inspire many people. Likewise ‘Tare Zameen Par’ has given a way how dyslexic child should be treated and how could it be overcome, this movie has created great impact on the minds of parents and teachers in a way to treat children with disabilities.

Movies are basically had an “Image” and an “Emotion” that’s why it strongly influences our “Subconscious Mind”. For instance movies like “Chake De India” or “Dangal” etc. It gives a Positive motivation to achieve something in our life.

CONCluSIONAfter this research it is found that cinema is highly impactful in the society or vice

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versa. Every coin has two faces just like cinema affected both the ways into the society but normally gives positive impact. Every year a big number of movies are based on the prominent issues of the society. In this era people are more educated and updated with the surroundings so that they appreciated various critically acclaimed movies. Indian youth can also want to watch such productive movies as they spent three hours with a worth.

Movies are not only a source of entertainment but a source of information as well, various issues based or biopic movies are the source to portray the correct picture of the issue or a personality.

Indian society is progressive and with this the genre of the films also varies and based on the taste and acceptance of the public. Big numbers of movies are not even passed from the sensor board because they are not up to the mark or maybe they hurt the sentiments of the people of various communities of the society.

In this era movies are solely based on a strong plot and acts as an eye-opener to the society, some movies are motivational some are devotional but the main reason is to create awareness in the society with an entertainment. Many movies are based on novels as well and the movies are supposed to be more successful than movies because the way director portrays is more important.

Indian producers and directors more focused on such movies which gives a message in the story because nowadays audiences more rely on such movies rather with the movies with no strong base.

REfERENCES 1. https://www.ukessays.com/essays/film-studies/indian-cinema-and-its-impact-on-

society-film-studies-essay.php2. https://www.indiacelebrating.com/essay/impact-of-cinema-in-life-essay/3. https://thoughteconomics.com/the-role-of-film-in-society/4. https://www.civilserviceindia.com/current-affairs/articles/indian-cinema-an-overview.

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IMPACt Of StRESS ON EMPlOYEES AND ORgANIzAtION

INtRODuCtIONStress is a universal element experienced by employees around the globe. Stress has become major problem for employer particularly in developing nations where the employer doesn’t realize the impact of stress on employee performance which ultimately results in critical managerial dilemmas. Giga and Hoel( 2003) concluded that high rates of mergers, acquisitions, increasing economic interdependence among countries due to globalization, technological development, and restructuring have changed the organizational work over the last few decades have resulted in time pressure, excessive work demand, role conflicts, ergonomic insufficiencies and problematic customer relationship .are causes of stress.

Some of the symptoms of stress mentioned in CIPD (2008) states that stressed people tend to increase their alcohol and smoking consumption. It can also be observed that stressed people often find it hard to have a good night sleep. Increasingly, the issues related to stress has changed to a major phenomenon for both employers and employees. It affects employees emotional, behavioral and cognitive perspectives.

PARul gABAAssistant Professor

Kasturi Ram College of Higher Education

gEEtAAssistant ProfessorKasturi Ram College of Higher Education

Stress is normally unavoidable part of everyone’s life living in this world. It portrays a negative notion that can have an impact on one’s mental and physical well-being. This paper is aimed to understand the signs of stress and to develop strategies to deal with it, as well as building up their own personal resilience. This paper analyses that Work-related stress occurs when there is a mismatch between the demands of the job and the resources and capabilities of the individual worker to meet those demands. Subjective and self-reported evaluations of stress are just as valid as objective data, such as statistics on accidents or absenteeism. Discussed are the nature of stress at work, the causes and effects of stress, as well as prevention strategies. Also discussed are the roles of the organizational culture in this process and the resources to be drawn upon for managing work stress.

KEYWORDS: Stress, Causes, Effects, Organizational Culture & Preventions.

abstract

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Impact of Stress on Employees and Organization

The people’s behavior or more specifically the changes in employees’ behavior will demonstrate the sign of stress. Whereas the sign of stress to the people can be sensible in different ways, in the areas of feelings that lead them to a prolonged acute health problems or diseases such as anxiety, irritation, fatigue, rudeness and depression. Feelings such as nervousness, depression, anger and boredom are looked as the emotional symptoms, these can be observed with people who feel stressed and the behavioral signs to be observable to employees who make error in performance, problems with sleep, conflict with colleagues and become less social. The cognition signs are that a stressed person would find it difficult to be able to be attentive at his task and finds it hard to memorize things as well as being passive and absent from the situation. Our body also gives signs when we are stressed, signs such as being out of breath, sweaty most of the time, heart pains, skin rashes etc. are the physical signs of stress to the body. The shortage of treatment for these given problems will lead to further difficulties to mental and physical health symptoms such as heart disease, depressions and anxiety

BACKgROuND Of tHE StuDYMost of the previous studies have shown that worker stress had a great impact on the operations of an organization. Besides that, worker stress can also cause problems to the worker themselves and their families as well as the surrounding communities. The worker stress always given the attention due to the very powerful effect because it can affect the workers and work behaviour, and the most dramatically is the employee’s health. It can consider that more than one half of the physical illnesses are related to stress. Some common illnesses that related to stress are high blood pressure, heart disease, colitis, migraine and ulcers. Stress also can make common flu, infections and colds become bad and take longer time to recover. As mentioned by Clark (2005); Hart and Cooper (2001) it estimated that these all illnesses are attributed in part on worker stress, it cost billions of dollars annually in health care cost and in the employee turnover and absenteeism. Relationship between occupational stressors, the performance of worker as well as can affect the workers psychologically (Beehr et al., 2000).

OBJECtIVES Of tHE StuDY1. To study the factors related to Stress

2. To analyses the causes and prevention of stress

3. To examine the effects of Stress


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tYPES Of PERSONAlItY AND tHE DEgREE Of BEINg AffECtED BY StRESS

A study made by Friedman & Rosenman (1974) identified two personality patterns that they called Type A and Type B personalities. Type (A) personalities are prone to be affected by stress because of the pressure they put on themselves, these personalities are constantly trying to multitask, are aggressive and anxious. Whereas type B personalities are more relaxed and calm. Because of the hard work type A personalities put in to their jobs they are more likely to be promoted and have power over their job, but they are also the ones who are likely to be reported as having too much stress or suffer from health problems. And because of irritation and lack of patience the suffered people with such personalities rarely get to the top of organizational hierarchy. Whereas in comparing type A personalities with type B personalities, type B personalities are much better and have the ability to become top executive. As a result, an individual’s thoughts depend on how he/she perceives a situation as stressful or not. Mostly it depends on a person’s personality and the degree of stress experienced is also regulated by people’s individual characters.

According to Lazarus & Folkman (1984) the degree of stress experienced depends on factors such as recognition of demand that means that people must know that demand exists. When people try to fulfil their demand, in-case they don’t respond suitably, it could harm them. Second, the threatening situation must have value to the person and finally the outcome of the demand must be uncertain.

tYPES Of StRESSORS The following stressors below are stressors that affect an employee at the workplace.

1. Job role: - this exists when the employee is confused as to what task he/she should be doing or when the employee has overwhelming amount of work to be done with so little time. Stress could also arise as a result of ambiguity. This situation is likely to happen at any type of occupation.

2. Underutilization: - This means that the worker has insufficient work to encourage his/her motivation.

3. Responsibility for others: - This increases stress level, if employees face high responsibility for others. Those who are in charge of others at the workplace and people higher up the organizational hierarchy are often prone to more stress because of expectations from their co-workers.

4. Poor working conditions: - these conditions are also major contributors to stress, these include extreme heat, cold, noise and overcrowded.

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CONtRIButORS Of StRESSEmployees experience and feel stressed due to a set of various reasons and therefore the reactions of stress at the workplace are not a separate aspect. Increasingly, the stress level is changing rapidly among the employees due to a set of various reasons such as work overload, over crowdedness at the workplace, generating of loud noises by machines and arousal of conflicts among the employees and the employer due to poor or inadequate decisions.

Stress can arise because of transitions made in our personal lives. Personal issues that contribute to stress are those such as domestic problems in the house like losing loved ones, financial problems and divorce. These could be categorized as individual causes that lead to stress. On the other hand there is also stress that is caused by organizational factors these factors are those faced by the employees at the workplace. Issues such as role uncertainty; that is not being able to know exactly what we are supposed to do and what others expect from us and also having too much work at hand with little time to accomplish it can cause stress at the work place. Further organizational factors of stress are poor working conditions where the employee is often too distracted, where there is noise, chilly or too warm temperatures and where the workplace is often filled with people running here and there. Whereas Issues that contribute to stress are lack of control, suddenness, and ambiguity; especially role ambiguity is the foremost reason of stress at work.

Some organizational factors that can be considered as stressors mostly depend on the types of job and specification of works. These play important role regarding the issues related to stress, for instance if the job is high-stress or not. High stress jobs are the kind of jobs that require plenty of time and put the employees under the pressure of work. It is also notable that often the employees suffer from poor working situation, if the work is performed in an unpleasant environment.

WORKPlACE fACtORS CAuSINg StRESS Scholars have described that a large number of features of occupational life is connected to stress. The employees who experience the reaction of stress at the workplace are not a new aspect.

Employees usually feel stress at their jobs due to the following reasons.

1. Work overload 2. Misuse of power 3. Inadequate decisions or leader behaviour 4. Overcrowd, noise


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Work and workplace is itself a stressful phenomenon and therefore various aspects are connected to stress . The factors related to roles in a work environment are namely existence of low level power, role indefiniteness or role dispute. They add that increasing in physical conditions at the workplace such as concurrent permanent noise, overcrowd and lack of secrecy are associated to stress. The behavior of the leader or chief can also affect the level of stress.

Steps towards Stress Management for employees and organizations Productive management of stress includes three steps for both employees and organizations

1, Awareness: It helps to understand when there is decrease in performance and absenteeism.

2 Determining the source: Find out what causes this distress and its consequences. 3 Doing something constructive: Find solutions to existing problems

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Stress could be considered as an inevitable condition at one point. It complicates the situation to maintain productivity and also disturb to have pleasant work and social life. The first step towards stress management is to identify signs that indicate stress such as anxiety, anger, annoyance etc. After these signs are recognized the next step is to find out the causes and figure out its impacts. The third and final step is to effectively deal with the stressful situation. There are two types of coping mechanisms suggested by Folkman and Lazarus the first one is, (problem focused) here the stressors are either changed or totally removed. The second mechanism is (emotion-focused) where employees learn to adapt themselves to the situations and also deal with stress in a constructive manner. The difference lies where in problem-focused coping mechanism the stressor is directly being tackled; it is either altered or abolished. Whereas in emotion-focused it is only the people who change or learn how to adapt to the stressor in a productive manner.

At the end the first person in control (charge) of managing stress lies on the individual and the followings are some of the strategies for coping with stress in relation to workplace.

1 Time management: Schedule tasks accordingly, controlling one’s time effectively, prioritization of tasks to be handled first. Here effectiveness and efficiency are valued.

2 Seeking help: Getting assistance is advisable from management, co-workers or manager for improving the performance.

3 Emotion-focused strategies: As previously discussed if the stressors cannot be avoided learning how to adapt to it in a constructive way is relevant. Common emotion-focused strategies include exercise, companionship, relaxation and recreational activities.

EMPlOYEES StRESS MANAgEMENt At tHE WORKPlACE In most cases, the employees and organizational approaches are attempting to reduce the threat to health of staff associated with stress in their workplace. Individual approaches indicate several techniques in order to reduce the risk of stress associated to employee’s health for example, occupational, health, and clinical consultations, daily training, visit psychologists etc. The exact aim of these consultations and activities are helpful in assisting the employees to become aware of available resources to protect their health against unpredictable uncertainties. The existing services and resources help the employees to improve their abilities and skills against uncertain situations or change their current situations. (e.g physical, social, work). A wide range of training courses are conducted to assist the employees to improve their


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skills. (e.g. precise or adequate use of management, time management, communication proficiency, assertiveness, problem solving etc.). These activities lead to a higher achievement and active performance of employees against stress and coping with it. Training assists the employees to highlight the following features

•One can understand the signs of stress

•Gains flexibility in behavioural pattern, one can intervene to the stress process when it begins. Stress usually grows up gradually in a normal situation. More stress causes more problems.

•Makes aware of the situation and providing action plan for reducing the stressors.

•Develop the ways of how to react actively against stress and active coping mechanisms.

•Learn the skills of relaxation, motivation, and increasing self-confidence

CONCluSIONWork stress is a real challenge for workers and their employing organizations. It is important to focus on the damaging effects of workplace stress, and increase awareness of the pervasive nature of this problem. A culture of stress can soon develop with many damaging consequences for the organization. Where such a culture has developed there

is no quick fix solution for the organization. The organizational consequences of stress are best avoided by adopting a stress management culture in the organization requiring the ‘buy-in’ of both management and staff. It is hoped that this knowledge will motivate organizations to explore the stressors that are present in their own work environments, and to take steps to reduce and/or prevent stress in the workplace, thereby working to maintain the health and wellbeing of employees. Organizational approaches coupled within individual strategies are the most effective way to address job stress.

REfERENCES1. Ahmed, A. (2013) Effect of job stress on employees’ job performance a study on

banking sector of Pakistan. Iosr journal of business and management, 11, 61-68.2. Angweling. (2014) A study on role stress and job satisfaction among bank

employees in kotakinabalusabah.International journal of research in management and business studies, 1 (2), 19-23.

3. Apoorva, M. (2012)A detail study on length of service and role stress of banking sector in lucknow region.Research journal of management science , 1, 15-18.

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4. Awan, K. z. (2012)A comparative analysis differences in overall job stress level of permanent employees in private and public sector banks. International journal of economics and management science , 1 (10), 45-58.

5. Bano, B. (2012) Organizational role stress among public and private sector employees a comparative study.Lahore journal of business , 1 (1), 23-36.

6. Bhat, M. A. (2013) Occupational stress among bank employees an empirical study. International journal of scientific research, 2 (1), 169-170.

7. Cooper, CL, Liukkonen, P. & Cartwright, S. (1996)“Stress prevention in the workplace”: assessing the costs and benefits to organizations. Dublin:European Foundation for the Improvement of Living and Working Conditions.

8. International Labour Organization [ILO] (1992)“Preventing Stress at Work Conditions of Work Digest”, Vol. 11, International Labour Office,Geneva.

9. Jones F and Bright J, (2001) “Stress: Myth, Theory and Research”, Pearson Education, pp.18.


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QuAlItY Of EDuCAtION IN RuRAl SECtOR IN uttAR PRADESH

Most of India still lives in villages and the subject of rural education in India is very important. The annual report of a survey is called Education Report (ASER), indicating that even though the number of rural students participating in schools is increasing, but more than half of the students in the fifth grade are unable to read second class textbooks. And there are not only able to solve simple mathematical problems, not only the level of mathematics and reading is decreasing further. Though efforts are being made, they are not in the right direction. The reason for this problem in the survey reveals that the number of single class is increasing in order to educate students from one class. The presence of teachers and students in some villages is also decreasing. These are some of the reasons because schools have failed to educate rural India.

Access to quality and education in rural schools is a major concern as there is less committed teachers in the school, lack of proper text books and learning material. Although government schools exist, quality is a major issue compared to private schools. Most people living in villages understand the importance of education and know that this is the only way to get rid of poverty. But due to lack of money, they are unable to send their children to private schools and hence are dependent on government schools for education. Apart from this, some government schools have only one teacher for the whole school and if they do not look at work, then this is a holiday. If the number of teachers as well as these quality teachers can be improved in these schools, then interested in rural children and India can fulfill their dream of doing some great work.

Some government schools in rural India are heavily packed with students, thereby increasing the perverted teacher-student ratio. In this remote Dhora village of Bareilly, Uttar Pradesh, there are more than 300 students in class 6th, who make up about 100 students in each class. In such a situation it is impossible for the teachers to pay full attention to each student, even if they are ready for help.

Every village is not given school, which means that students have to go to another village to get education. Due to this guardian usually do not send their daughters to school, which can lead to failure of rural education in India.

abstract

tARuN AgARWAl Faculty Mass Media

Jaipur National University, Jaipur

VINItA MAVIFaculty Mass Media Jaipur National University, Jaipur

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Quality of Education in Rural Sector in Uttar Pradesh

INtRODuCtIONDuring the extended period from the past to the present period, economists, social scientists and politicians have suggested that education has an important role in the development of a country. Social and economic development of a country depends directly on the education level of the workforce. Today there is a global and intense competition in the market. In this competitive world, the quality of education provided for adolescence is becoming more important to meet business expectations. To better compare the future nowadays, academic authorities have identified the tools to assess the quality of educational results by measuring the effectiveness of components of educational systems and explaining ways to create educational reforms.

The lack of lack of financial difficulties, lack of teachers, and school buildings, laboratory equipment, computers and libraries, in the Uttar Pradesh education system, especially in rural areas. Regional infrastructure of the education system abolishes equal opportunities in education, the level of education benefits from different from city to city, not from one city to another. Although there are some differences in the methods of education on the basis of various variables such as basic education, area and socio-economic status protected by law. Most parents are not satisfied with the quality of rural schools; they thought that the quality of rural schools cannot be compared with urban schools.

Apart from this, the physical condition of the rural schools for parents is not good as children are seen as human power in rural areas; boys have to learn farming and agriculture, whereas girls have to learn domestic economics. The quality and effectiveness of education can be found on qualitative variables such as schools, teachers and classes, as well as quantitative variables such as achievement scores. Teacher qualifications, curriculum implementation, school climate, parental involvement, availability of educational technology and the availability of education materials were acknowledged as important indicators of school quality.

Teachers, researchers and the public believe there is some difference between the quality of rural and urban education. That is, education in small and rural schools was found to be less qualified and less effective than in less urban or suburban schools. Researchers claim that the quality of the school is relatively high, if teachers have high academic skills, they teach in the trained field, participate in at least several years of teaching experience and professional development programs. Experience and qualification of teachers was estimated to have a direct impact on the overall performance of both the school and students.


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Especially in rural school districts where children often receive less support at home, teachers play a significant role in school. Apart from this, teachers believe that experienced teachers and teachers will increase the student’s achievement in high-quality professional development. Teachers with strong academic skills are very successful in teaching the students.

Therefore, the effect of curriculum implementation and teaching quality in schools was considered as important school characteristics that could explain the effectiveness differences among schools. Students’ learning and performance mainly depend on the type of environment of their school’s school. Many researchers have indicated that a good school of schools is more successful than having poor schools in schools with poor schools. Therefore, it is very important to identify factors that facilitate a good school climate to understand the school’s effectiveness. Parental involvement at all grade levels as another indicator of school level is an important factor in influencing the quality of education.

It refers to both teachers that involve parents involved in ongoing classroom or school activities and involves parental participation in learning activities at home. In order to ensure the quality of schools, parents should be included at all levels in the school. Although, more than half of Bareilly students have participated in schools in rural areas, but on the quality of education in the rural schools, there has been some research on the perceptions of students, teachers and administrators as stakeholders. In this context, the purpose of the present study is to check the quality of education provided by the schools in the rural areas from the perspective of teachers, students and administrators.

lItERAtuRE REVIEWElementary education besides being a basic human need is vital for raising the standard of life, providing gainful employment, removal of regional backwardness, thereby ensuring overall development and wellbeing of a country. It is therefore the need of the hour to review the literature carried out by different academicians, educational thinkers, researchers, policymakers and educational reformers in the field of education in India and particular in near Dhora village Bareilly Uttar Pradesh. I have examined the relevant published literature related to my study of research with a view to find out further scope of my objective of the research. The crux of the various studies, views and comments on the foreside topics is as follows.

Indian Institute of Education, Pune. (2006), investigated the problem of school dropout which has been continually troubling the primary education system not only in India but in other developing countries too were highlighted. In this article

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various factors affecting fewer attendances were explained. It was also suggested that local teachers should be made available for teaching in schools so as to reduce the problem of teacher absenteeism and improve punctuality; incentives should be provided to encourage women teachers; and the cultural gap between parents and teachers should be bridged through more elaborate form of participation in the school management committee.

Adhikari, tejaswini, (2001), identified the gaps in the existing services and needs of students and teachers in the context of quality education. The survey included five schools, under Navi Mumbai Municipal Corporation (NMMC). The study revealed that the infrastructure of schools was in a very poor state. The number of classrooms, teachers, tables and chairs were inadequate. For 420 students there were only 3 classrooms and only two teachers looked after the entire school. Due to their good accessible location and low cost education, most of the schools had a large number of children in their classrooms. There is a need to strengthen teachers on aspects of motivation, pro-children attitudes and creative teaching learning process. Appointment of suitable staff is also recommended in order to lessen the burden on teachers. There is need to provide a good network of balwadis, restructure the human resource component of schools, and enhance community participation. There is also a need to provide training to functionaries

Mehta, Arun (2006), Presented the analytical report for 2004-05 of elementary Education in 581 districts across 29 States and Union Territories (UTs) of India the Major findings include,i) a majority of the teachers in primary schools were in the age group 26-45 years. ii) 49% male and 48% female teachers were graduates and above. iii) As many as 379,000 Para teachers were appointed in 2005, which was 9.09% of the total 4.17 million teachers, and of these 65% were posted in primary schools. There is still need to focus on filling vacancies of teachers in schools for improving enrolment and retention of children in schools.

MEtHODThis section includes a brief overview of participants, data collection tools, data collection process and data analysis process of the study.

PARtICIPANtSThis section includes a brief overview of participants, data collection tools, data collection process and data analysis process of the study. Participants of this study were randomly selected from the Public Secondary Schools of Bareilly in one of the three Uttar Pradesh districts. There were two reasons to choose this district. First


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of all, (Bareilly) is an agricultural city located in rural area - one area outside the city center. Second, there were three junior school and 13 primary education school in the villages connected in the center of the city. Three schools were selected for the study. 3 Administrator Committee, 22 School Teachers, and 370 students of the 6th, 7th and 8th grades participated in the study. 370 students (52%) were women and the remaining men (48%) were there. The age of the students was 11 to 16. 35% students participating were in class 6th, 33% of them were 7th grade and 32% of them were students of 8th grade.

DAtA COllECtION INStRuMENtS AND PROCEDuRES To collect data, three questionnaires were developed by me: the Admin Committee Questionnaire, Teacher’s Questionnaire, and Student’s Questionnaire. A comprehensive literature review was organized to help in determining the questions and issues asked in the questionnaire, and group interviews have been conducted in a face-to-face situation with students and teachers. The questions were asked to 27 participants in three focus groups. Focus group participation was voluntary. All the members of the Focus group were given background information about the study, instructions were given about the purpose of the focus group and the procedures followed.Demographic information questions were included in the first part of both the teacher and student questionnaire, and the second part of the questionnaire included items of five point lingers in the subject of school season, teacher qualification, implementation of the course, availability of technology and parental involvement. The questionnaire of the Administrator Committee consists of 5 questions related to demographics, personal and professional aspects, 9 questions related to school facilities, 5 questions related to teachers’ attributes, and 13 questions regarding the availability of school opportunities and technology, the first draft of the questionnaire The material was taken from the literature, and the focus group results from the results. Prior to the pilot test, a school administrator, three school teachers and five students were given questionnaires to check things in terms of clarity and content. Based on their observations, some items were modified or changed so that they could be made clear or end up. Then, the questionnaire was calculated using the studentquestionnaire(α=.91)andthetotalreliabilityfortheteacher’squestionnaire(α= .77)usingCronbach’sAlpha.Thisvalue ismore than the .75 standard,whichis considered an acceptable level of internal reliability in the form of thumb rules.Data was collected during the 2016-17 academic year. Administrators and teachers were asked to complete the questionnaire and put them in an envelope so that they could travel to school. They were constantly convinced of the confidentiality of their reactions that student questionnaires were administered in their classrooms. Collect

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permission from teachers first, the collected data was analyzed through quantitative techniques. Descriptive data was used to analyze collected data Descriptive statistics include the use of frequency tables, percentages, means and standard deviation.

fINDINgSThe findings of the study include the effectiveness of the school, school facility, educational requirements of students, teacher’s characteristics, school climate and quality of education, parental involvement, implementation of curriculum and the availability of technology and materials of teaching materials were presented.

SCHOOl fACIlItIES The administrative committees of three high schools were asked to indicate the availability of the school facilities listed in the questionnaires. According to the result, the average number of students in each school was 388. In each of the three schools, there was a guide teacher, playground. However, none of these three schools had a language laboratory, cafeteria and health center science lab, computer lab, audio visual equipment, internet connection.

family Backgrounds and Educational Expectations of Students Regarding the educational level of the parents, most mothers (83%) had only 5 years of primary education, while 17% of them continued their education after primary education. About 71 percent of the father had only 5 years of primary education, while 29% of them continued their education after primary education. As per the level of education, 91 percent of mothers are housewives, 56 percent of fathersis daily labor. 22 percent of them are self-employed; 9 percent of them are civil servants and 13 percent of them are workers.Nearly all participating students (98%) expressed their desire to continue high school education. When he was told about the type of high school in which he used to take part,46percentofthoseteacherspreferredteachinghighschools,whileasignificantnumber of 35% preferred high school students (42%) of Vocational Health Prefer to take part in high schools who provide employment guarantee after high school education. There were two main reasons for continuing to pursue higher education affecting the priorityofthestudents.Firstofall,studentsdonotwanttobeafinancialburdenfortheir families, and secondly, they expect to get a job easily after graduation.Characteristics of teachers Forty-four (44) percent of respondents were class teachers and the remaining branch teachers were about 58 percent of the participating teachers and women were the remaining participants (42 percent). 36 percent of the participants work in the village schools and remaining work in the district center (64%).


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The teachers have at least four years of undergraduate education, 38 percent of them have their master’s degree, and more than half of them (68%) were graduate before 2002 and the remaining (32%) after 2002.

The first, second, or third year of teaching has generally been identified as the induction period. Teaching which is in its first, second or third year of education, and who did not have experience in teaching before the name of the novice, in the present study, only 16 percent of teachers are teachers in their first, second or third year of education- And the other experienced teachers (84%) are with more than three years of experience. The average age of participating teachers was 31 and the average year of experience was seven.

School Administrators’ Committee Opinions about Characteristics of teachers

Administrators express that 100 percent of teachers in their schools participate in service training activities conducted by DIET (District Institute of Education & Training). Sixty-two percent of teachers ran at least one service training in one year and the remaining (38%) did not participate in any service-oriented training in one year (2016). Sixty-four percent of teachers said that in-service training activities were not effective.

Although the school’s administrator said that teachers were not taught outside their areas of license, but 71 percent of the teachers had said that they were present there. All administrators, 65 percent of the teachers, and 44 percent of the students explained that classes in their schools were not crowded. 70% of the teachers were 29 or fewer students in the class, and only 22% of them were 30 or more students. In addition, 97% of the teachers believed that their students were graduating from elementary school after that he could continue his education.

Perceptions of teachers and Students about School Climate and Quality of Education (Table 1) offers results related to teachers and students’ perception about schools and the quality of education provided in their schools. Can be seen on Table 1, although 99 percent teachers said that they do not discriminate between students, 43 percent of the students have expressed that the teachers discriminate between the students.

Almost half the teachers (46%) and twenty percent of the students did not believe that the education given by their school helped students to follow the scientific and technological developments of the world. Both teachers (59%) and students (45%) claimed that there was no corporal punishment and misuse in their school. Forty-one percent of teachers and fifty percent of the students stressed that the education provided by their school was sufficient for the students to succeed in the high school (Table 1).


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Although 63 percent of the teachers said that English courses given by their school were not enough for students to speak, read and write English, 43 percent of students were satisfied with their English course. Similarly, 65 percent of teachers and 67 percent of the students did not give adequate importance to English education in their school (Table 1).Half to teachers (55%) and students (65%) said that the school building and the ground were always clean and organized. Most teachers believed that their school was safe (87%) and there was no violence in their school (81%). On the other hand, 43% of students said that there is a violence in their school (Table 1).Sixty-seven percent of teachers and 70 percent of the students claimed that the school building and the classrooms were very large, seventy seven percent of the students said that their schools were well published. More than half of the students seemed happy with their school. 59 percent of them have said that if they were given a chance they would not be included in the other school (Table 1). Although 96 percent teachers emphasized that there is no gender discrimination between students, 46 percent of students believe that female and male students were treated differently in their school (Table 1).

table 1. Perceptions of teachers and students about school climate

tEACHERS StuDENtS

Agree undecided Disagree Agree undecided Disagree;Items % % % % % %

There is no discrimination among students in our school.

98.6 1.4 - 42.5 16.0 20.3

In our school, the female and male students are not treated differently.

95.7 - 4.3 38.2 15.6 46.2

There is no violence (e.g. fight, combat) in our school.

81.2 5.8 13.0 29.7 26.9 43.4

The school building and the classrooms are large enough.

66.7 1.4 31.9 69.8 14.2 16.0

English education is not attached importance in our school.

65.2 23.2 11.6 66.5 13.7 19.8

English course provided by our school is not sufficient for the students to speak, read, and write in English.

63.3 32.2 14.5 32.6 25 42.5

There is no corporal punishment and abuse in our school.

59.4 11.6 29 45.3 21.7 33

The school building and ground are always clean and organized.

55 15.9 29 64.6 22.2 13.2

A: Agree; u: undecided; D: Disagree;


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Perceptions of teachers and Students about Curriculum Implementation Table 2 shows the views of teachers and students about the implementation of the curriculum in their schools. According to the findings, most teachers have declared that they encourage students to think creatively and critically (94%); Select appropriate teaching methods for topics and lessons (90%); Teachers also confirm that they summarize the previous chapter and make connections with new subjects (88%); While estimating the achievement of the students (84%), they use alternative evaluation techniques (such as project, performance evaluation, etc.) and they prepare learning environments according to the characteristics of students (84%). Apart from this, the teachers said that they manage the education environment (80%) to awaken students’ interests; they include thought-provoking activities (80%) in their class; they consider the interest and capabilities of students while arranging teaching environment (78%). In addition, teachers announced that all the students learned (77%) revised the topics; they are involved in such activities as sports,

Presentation, Experiment (71%); they encourage all students to actively participate in the lesson (70%) and they believe that all students can be successful and they can be encouraged to succeed (70%).

Regarding students’ reactions on the implementation of the course, (see table 2) most participants said that their teachers encourage them to receive new information (86%); all his teachers were knowledgeable in their branches (82%); His teachers encouraged him to create new opinions and ways to solve the problem (80%).

Apart from this, a large number of students were declared that their teachers repeated the material till all the students learned (73%); Lessons were appropriate for their interests and abilities (69%); Games, presentations. Students also confirmed that thoughtful activities in classes (67%) include; they created the portfolio (61%); the learning environment awakened its interests (66%); they used to work in groups (60%) and all students participated in the lesson (43%).

table 2. the percentages of teachers’ and students’ perceptions of curriculum implementation

tEACHERS StuDENtS

Agree undecided Disagree Agree undecided DisagreeItems % % % % % %

Teachers repeat the topics until all of the students learn.

76.8 15.9 7.2 7.1 17.5 9.4

In the lessons such activities game, presentation, experiments are given place.

71 15.9 13 66.5 17.9 15.6

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All students actively participate to the lessons.

69.6 14.5 15.9 43.4 29.7 26.9

Group-work activities are included in the lessons.

44.9 11.6 43.5 59.9 20.8 18.9

Lecture method is used in courses. 15.9 17.9 66.7 63.7 9.4 26.9 A: Agree; u: undecided; D: Disagree

However, 76 percent of the students insisted that their teachers did not use tools such as projectors and computers in the novel, and they compete with their classmates during the lessons (61%). Most teachers (91%) encouraged the students to compete with each other during the lessons rather than collaborating.

However, 67 percent of the teachers have defined that the lecture was not the main teaching method, 64 percent of students considered the opposite (Table 2).

Perceptions of teachers and Students about Availability of technology and Instructional Materials The results show that 76 percent of students have said that teachers did not use the tools in the lesson (Table 3). Most teachers have maintained the number of books available in the school library (73%). Sixty-seven percent of teachers and 63 percent of the students claimed that the curriculum materials and equipment (such as maps and computers) were not available for use.

table 3. the percentages of the teachers’ and students’ perceptions of availability of technology and instructional materials.

tEACHERS StuDENtS

Agree undecided Disagree Agree undecided DisagreeItems % % % % % %There are not enough books in the school library.

72.5 10.1 17.4 55.2 20.8 24.1

The instructional materials and equipment’s (e.g. map, computer etc.) are proper.

66.7 14.5 18.8 24.1 13.2 62.7

A: Agree; u: undecided; D: Disagree

Although the Administrator Committee said that audiovisual material was available for use in their school, 61 per cent of the teacher instructed that the material was not sufficient for instruction. This type of 55% teachers does not use technology in their classes parallel.

CONCluSIONIn this study, the notions of students, teachers and administrative committees were


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examined about the quality of education in rural schools. School facilities, educational requirements of students, teacher’s attributes, school climate, quality of education, parental involvement, curriculum implementation, and availability of technology and instructional materials were used as indicators of school quality.

Since the number of students in the classroom may be affected, how the teachers implemented the curriculum, the size of the class is considered an important indicator of the quality of education given in the school. Participant’s teachers and students said that their classes were not crowded. In addition, when the average number of students per school is considered, then schools are studied, there are relatively small schools. Found that students receive more in smaller classes. With fewer students, teachers may be able to apply different academic approaches and apply the curriculum in an effective way. Studies have also shown that in smaller classes, teachers face less disciplinary problems, spending more time on education and promotion activities and providing more opportunities for more student participation, apart from claiming that small classes Students support the engagement, increase the curriculum, provide positive teachers in discipline and instruction rather than rising the teacher morale Increase time

From the quality of the conversation to the physical comfort level of the people, the components of the school season were also examined. The level of physical comfort of the teacher and the students reveals that they are satisfied with the cleanliness and hygiene of both the school building and the ground. In addition, the class plays an important role in lighting performance. According to the findings, most students were lightly satisfied with the school. The findings also revealed that there was no physical punishment and abuse in schools. It seems that both students and teachers consider the environment of their school as positive, because of negative comments, satire, criticism, and insufflations, students are realized and have an impact on the achievement of the students, self-concept and social perspective. In a positive and happy school environment, students are more likely to experience better education, memory, and feelings of self-esteem.

Studies show that the teacher’s characteristics are important indicators of school quality. That is, when the quality of the school increases, when the teachers get high academic skills, they have to teach the field in which they are trained, over the years’ experience, and in high quality induction and professional development programs Participate.

Teachers participating in quality professional development activities are considered to be more successful. The findings of this study have shown that less than half of

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the participating teacher in less than half of the participants in three rural schools, for a professional service, in a reference year, less for their professional development Participate in less than one service training activity. In addition, according to the findings, many teachers of teachers in rural schools have at least nine years of teaching experience. It can be concluded that teacher qualification was not an important issue in studies in rural schools. However, due to the location of the district it is difficult for the whole country to make this search normal, which is very close to Bareilly Uttar Pradesh, which is a metropolitan city. Especially those teachers who have continued their postgraduate education in universities in Delhi prefer to work under consideration in those schools. On the other hand, the results also show that a large number of teachers study classes outside their degree areas. It can be argued that lack of teachers in this district is still an important issue as it happens in many other rural areas of the country.

The results of this study have shown that there are some problems with the involvement of parents in rural schools. Although the quality of motivation in child education and school is influenced by the participation of parents in educational experiences, the findings of this study showed that participation of parents in the education of their children is only part of the SMC (School Management Committee) meeting. Additionally, participating teachers expressed that they have some problems in collaborating with their parents. Parents are required for primary courses to be precise partners in their children’s education. Parents need to explain to the rural schools that they value both their contribution to school and their participation at home. Increasing the role of parents as a supporter, only parents can be completed by giving more information about school activities. For example, to inform parents that school achievements can be increased in their presence in school events, sporting events may be valuable opportunities for parents.

REfERENCES1. Raman deep Kaur march 15, 2013 (rural education in India)2. Education report (ASER) 2016,3. Mehta, Arun (2006),4. Wikipedia,5. Secondary education in India: development policies,6. Programmers and challenges k. biswal, 7. The focus for education in 2017,8. Livemint-04-jan-2017,


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9. Hindustan times-16-apr-2017, 10. The hindu-23-apr-2017, 11. The hindu-17-nov-2016, international journal of information and education

technology, vol. 2, no. 5, October 2012 525 ict–enabled rural education in IndiaNiraj Kumar Roy,

12. Workforce November 2005 national center on education and the economy, 2005, status Of higher education in rural areas of India,

13. Secondary education in India: development policies, programmers and challenges K. Biswal

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Yoga and Education: Asthanga Path of Education

YOgA AND EDuCAtION: AStHANgA PAtH Of EDuCAtION

INtRODuCtIONYoga literally means ‘Union’, but union with what? With God and with the psychic powers that lie locked up with in the mind, according to scriptures. It is believed that there are infinite powers lying hidden with in the mind. It is the science of yoga which enables man to use those powers for whatever purpose he likes. Yoga is therefore essentially a science of mind. It helps to develop a good physique and a sharp and sensitive mind. Despite being a very ancient tradition, it has all along proved ever so modern and relevant to every generation of seekers of human perfection. As the science of total man and technology conscious evolution, its potentialities has always been immense and its contributions manifold as well as in tune with the needs of the concerned age, whether it was the bygone age of the “Upnishads” or the present age of science, technology and Engineering. Now yoga seems to have approached its zenith in popularity, Fascination and usefulness in more parts of the world than ever before.

Patanjali defines yoga as complete suppression of all mental modes or processes. Vyasa defines it as absortive concentration(Samadhi). It is a universal attribute of the mind. Yoga bestows inner strength, sharpens our intellect, teaches us to control our emotions and bring a rare concentration and efficiency into our actions and work, making one to do the right thing in the right way at the right time and that is why, yoga is defined as a skill in action.

The word ‘yoga’ is derived from the Sanskrit word ‘yuj’ meaning”to unite”,” to combine and to integrate”, which means total integration of the physical, mental, intellectual and spiritual aspects of the human personality.

Scientific research, experimental verification, application in day to-day life etc. must strengthen the hands of yoga practitioners so that they can take up the challenges posed by the modern age. Yoga is a science of transformation from animal nature to human nature and then human nature into superhuman nature or divine nature. Yoga bridges the gap between “belief” and “behavior.” According to Sri Aurobindo- “ Health is wealth- Peace of mind is happiness- Yoga shows the way.”

Education: The word ‘Education’ is derived from the latin word ‘Educere’ means

POONAM KuMARIResearch Scholar,

Acharya Nagarjuna University, Nagarjuna Nagar, (Andhra Pradesh)


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‘to lead out’. The latin word ’Educatum’ means ‘to train’. ‘E’ means from inside and ‘Duco’ means to draw out, to lead out or to bring up. To combine the two we come to mean as to draw from within. Developing this concept further, we can say that education is a process which draws from within. Since each child is born with some innate tendencies, capacities and inherent powers. Education is meant to develop them to the full. Thus the word education means to develop the inborn qualities of a child to the full. Thus education is a process of development. Education is a conducive process which drags a person from darkness, poverty and misery by developing his individuality in all its aspects-Physical, mental, emotional and social. It is only through education that moral ideals and spiritual values, the aspiration of the nation and its cultural heritage is transferred from one generation to another for preservation , purification and sublimation into higher and higher achievements. Thus education is greatly essential for the growth and development of individuals as well as society . It inculcates in a child higher moral and social ideals together with spiritual values, so that he is able to form a strong character useful to oneself and the society of which one is an integral part.

According to Pestalozzi, “Education is a natural, harmonious and progressive development of man’s innate powers”. According to Daniel Webster, “The function of education is to discipline feelings, to control emotions, to stimulate motivations and to develop religious sentiments. John Dewey asserts that “The function of education is to help the growing of a helpless young animal into a happy, moral and efficient human being”.

OBJECtIVES Of tHE StuDY1. To study the utility of yoga in the field of education.2. To study the resembling view points of yoga and education.3. To study how yoga education facilitates all round development.

functions of yoga and Education resembles in the following way.1. Holistic development of personality

Both yoga and education aims to holistic development of personality i.e Physical, mental,emotional and spiritual. Both offers us a holistic life-style of bliss, peace, creativeness, emotional balance and physical well being. The mind is a reservoir for numerous powers. By utilizing the resources which are hidden within, one can attain any height of success in the world. The teacher should device ways and means to ensure synergy of the physical, social, mental and spiritual capabilities which would release the infinite potential powers of the students and generate efficiency and happiness in the society.

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2. Control of negative thoughts waves in the mindBoth yoga and education aims to control the negative thoughts waves in the mind. Yoga is meant to unlearn the false identification of the thought waves with the ego sense. Thus process of unlearning involves a complete transformation of character, “renewal of the mind”. Yoga is very helpful in coping stress in adolescents as well.

3. Creation of positive attitude Yoga and education both creates positives attitude . Negative thinking can do tremendous harm to our personality. Swami Vivekanand was very particular that our younger generation must cultivate positive ideas. To attain success in life and to reach the desired goal one must have a positive attitude.

4. Vast IntellectVisala Buddhi is that characterstic of the intellect which transcends all narrow and selfish ideas and embraces the whole world. When a person lets go his individuality and identifies himself with the whole existence, he is called a man of vast intellect. Swami Vivekanand wanted the people to develop such an intellect. He said “We want that education, by which a character is formed, strength of mind is increased, the intellect is expanded and by which one can stand on one’s own feet”. Further he said “Expansion is life, Contraction is death”. A person who is only interested in himself is a like a prisoner. Therefore we must change our attitude towards others.

5. Decisions Based on Deep thinkingOur decisions , motives, actions should always be guided by serious and deep thinking and not by mere impulse or emotion. A calm and study mind alone is fit to discriminate between right and wrong .Education develop the deep scientific thinking and prevent an individual from adopting the negative decision. Yoga is a best mean to achieve this.

6. Strengthen spiritual powerSpiritual strength is the highest strength the next being intellectual and the last, physical. we have to depend upon intellectual strength till we do not gain spiritual strength. Intellectual conviction is possible only through right understanding. Regular study of scriptures develops the spiritual strength. But it is difficult to keep the mind always on the spiritual plane, it is better to engage it in intellectual pursuit, lest it should go down to the physical and sensual level. What distinguish a man from an animal, is his capacity to acquire knowledge. Without knowledge men are equal to animals.


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7. understanding the purpose of life A human being is fully equipped with all necessary healing powers; bur does not know their usage. The moment he comes in touch with the healing potentials within, he can heal himself. If a man is aware of his purpose of life he directs his actions towards its fulfillment, then these remains nothing impossible for him. Those who are not aware of the purpose of life are easily caught by the whirlpool of miseries.

8. Strengthen will Power Fear is the greatest of all foes. It is a devil residing with, if we can exercise our body and build up strength gradually there is no reason why the same cannot be done without mind. To cultivate the quality of humility is one step toward enlightment. By being humble we gain much and lose nothing. Prayer and contemplation strengthen our will power in cultivating this inner quality.Yoga Education should be given in Schools as a compulsory subject. Because Yoga helps in building positive attitude and provide us physical relaxation and it also helps in attaining goals and achievements. By doing Yoga n regular bases students can develop self trust but valuing internal voice of oneself and it can focus one’s attention on studies too.Yoga helps teenagers to avoid bad habits like drugs intake or alcohol consumption and develops body mechanisms for healthy routine.

YOgA AS A MEANS tO BAlANCE BOtH HEMISPHERES Of tHE BRAIN

The trend of education has been through books .we are cramming children’s brains and minds with information without creating any support group outside the classroom environment where they can continue to imbibe education . Though the function of yoga and education resembles in many ways yet yoga is a medium to achieve the aim of education.According to science there are two hemispheres of brain-right and the left hemisphere. The functions of left hemisphere are linear, logical and intellectual, while those of right hemisphere are artistic, creative and intuitive. The current education system give emphasis on all round development but still in reality does not allow to develop full potential of both the hemispheres of the brain. Student has to read, memorize, sit for an exam and receive a grade. Either one pass or fail, one has to read, memorize, sit for an exam to get a grade. The subjects which are taught like maths, history, physics and chemistry follow a linear, logical system. In this process only one side of the brain is stimulated-the linear, logical side. In order to

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balance the other aspects, we teach them arts, practice them music and give them opportunity to show their creativity. But even then we find that linear and logical system are more pronounced than the artistic and creative system.

In yogic terminology, mind is a composition of four different faculties namely manas, buddhi, chitta and ahamkara. Manas means to rationalize or to think about something. Buddhi means intellect, chitta is an area of consciousness which is a storehouse of impressions. Ahamkara is the concept of ego.

In the present education system we are cramming buddhi with information and not dealing with ahamkara, the ego. We do say for all round development but we are not able to apply it constructively and creatively in our lives. The students are confused while taking decisions. At the same time teachers and parents ignore the psychological sanskaras or psychological nature of the child. We take education to become independent by all means. We do jobs, we retire and then we die. Is this life? It is important for each one of us to provide opportunities to children to recognize themselves to use their potential and awaken their personality. A degree is not education. It is a passport to attain satisfaction, job and social status . True education can only be received when we allow children to use their intuitive abilities along with their intellectual abilities.

A child sits for six to eight classes during the school time. If Pranayama is practiced at the beginning and at the end each day, then it will definitely improve their creativity, memory, receptivity & will power.

Research in Europe has proved this. Children’s behavior was improved. They were more relaxed & focussed than their counterparts in other classes who were not practicing yoga. In Pranayama when we breathe in , we create psychological, emotional and rational blocks in our mind.

When we breathe out, relaxation takes place in our body, in the nervous system, in the mind and in the brain. Now if the information is given, it is retained by the brain and not easily forgotten. Yoga is a means to develop rapport and awareness. It establish a good bonding between teacher and student. During the class time also one minute breathing exercise can be done. Yoga could be introduced from the primary level onwards in informal ways but formal introduction of yogic exercises should begin only from class sixth onwards.

CONCluSION Benefits of yoga can be translated through yoga education. Universities and colleges should start the yoga department to impart theory and practices of yoga education.


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In order to transact the curriculum effectively, it is essential to ensure that the minimum essential physical space and equipments are available in every school and college.

REfERENCES1. Christal Jeba N.(2018). A study on effects of yoga and academic achievement of

high school students. International Jl. of Research Granthaalayah,6(7), 23-27.2. Goel Aruna, yoga Education –Philosophy and Practices.3. Nagendra HR, Nagarathna R. New Perspectives in stress management. Banglore,

India, Vivekananda Kendra Parkashana, 1977.4. Tamini L K. The science of Yoga. Madras, India: The theosophical Publishing

House; 1961.5. www.yogamag.net.6. http:// socioed.wordpress.com.7. http:// www.goggle.com8. http:// en.wikipedia.org.

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WORKINg AND ORgANISAtION StRuCtuRE Of MutuAl fuND IN

INDIA

A Mutual Fund is a company which pools savings of small investors and invest them into diversified portfolio to get maximum return on these investments. The investments can be invested in the form of shares, debentures, money market instruments or other profitable investments. Nowadays Mutual Funds occupies an important instrument for investment in the market. It provides maximum returns in smaller investments to the small investors. In this paper an attempt has been made to discuss about the working and organisation of Mutual funds in India. The Comparison is also undertaken between investment in Mutual Funds and investment in bank so as to know the benefits and risk and returns of investment in both the bank and the Mutual Fund.

KEYWORDS: Portfolio, Mutual Funds, Sponsor, Trustees, Safety & Security.

abstract

INtRODuCtIONA Mutual fund is a professionally-managed investment scheme, usually run by an asset management company that brings together a group of people and invests their money in stocks, bonds and other securities.. The outcome of investment in mutual fund whether profit or loss is to be shared among the investors according to the proportion of their investments in Mutual funds. Investments are widely distributed in different sectors and industries. Risk is reduced due to diversification of investments in different directions. Different Mutual funds are issued from time to time depending upon the scheme on the basis of which these are issued. As an investor, we can buy mutual fund ‘units’, which basically represent our share of holdings in a particular scheme. These units can be purchased or redeemed as needed at the fund’s current net asset value (NAV). These NAVs keep fluctuating, according to the fund’s holdings. So, each investor participates proportionally in the gain or loss of the fund. It is mandatory for every mutual fund to be registered

PARul SHARMA Research Scholar

Bhagat Phool Singh University, Email: [email protected]

MuSKAN Assistant Professor, Kasturi Ram College of Higher Education, Narela, Delhi-110040

Working and Organisation Structure of Mutual Fund in India

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with Securities Exchange Board of India (SEBI) which is having the responsibility of regulating the securities Market. All the mutual funds are registered with SEBI. They function within the provisions of strict regulation created to protect the interests of the investor. The biggest advantage of investing through a mutual fund is that it gives small investors access to professionally-managed, diversified portfolios of equities, bonds and other securities, which would be quite difficult to create with a small amount of capital.

OBJECtIVES1. To study the working and organisation structure of Mutual fund in India.2. To make comparison between Investment in Bank and Mutual funds.

RESEARCH MEtHODOlOgYResearch in general refers to the search of knowledge. One can also define research as a scientific & systematic collection of information. In simple words research is the careful investigation or enquiry of markets especially through search for new facts in any branch of knowledge. Research is Scientific and systematic search for gaining information and knowledge on a specific topic or phenomena.

MEtHODS Of DAtA COllECtIONData collection is in fact, the most important aspect of a survey. While collecting data utmost care must be exercised because data constitute the foundation on which the superstructure of statistical analysis is built. The paper is descriptive and the research is based on secondary data which has been collected from Journals, Articles, Newspapers, Magazines, Books, E-Journals etc.

REVIEW Of lItERAtuRE gupta (1994) surveyed household investor for the objective to find investors’ preferences to invest in mutual funds and other available financial assets. The findings of the study were more relevant, at that time, to thepolicy makers and mutual funds to design the financial products for the future.

Madhusudhan V Jambodekar (1996) conducted his study to size-up the direction of mutual funds in investors and to identify factors influence mutual fund investment decision. The study tells that open-ended scheme is most favored among other things that income schemes and open-ended schemes and income schemes are preferred over closed- ended and growth schemes. News papers are used as information source, safety of principal amount and investor services are priority points for investing in mutual funds.

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Anand and Murugaiah (2004) had studied various strategic issues related to the marketing of financial services. They found that recently this type of industry requires new strategies to survive and for operation. For surviving they have to adopt new marketing strategies and tactics that enable them to capture maximum opportunities with the lowest risks in order to enable them to survive and meet the competition from various market players globally.

Ramamurthy and Reddy (2005) conducted a study to analyze recent trends in the mutual fund industry and draw a conclusion that the main benefits for small investors’ due to efficient management, diversification of investment, easy administration, nice return potential, liquidity, transparency, flexibility, affordability, wide range of choices and a proper regulation governed by SEBI.

Singh and Jha (2009) conducted a study on awareness & acceptability of mutual funds and found that consumers basically prefer mutual fund due to return potential, liquidity and safety and they were not totally aware about the systematic investment plan.

tYPES Of MutuAl fuNDSOpen-ended funds: It can be bought and sold all through the year, so they offer a lot of liquidity. They also do not have a fixed date of maturity, so investors can own them in perpetuity.

growth funds: They seek to provide medium-term and long-term capital appreciation and are ideal for long-term investments. Most of the money is invested in stocks because stocks normally give better returns than other options over the long term. Balanced funds: They balance growth and regular returns and are ideal for those who want regular income and moderate growth. They invest in stocks and fixed income securities and tend to ride out the troughs better, while also not peaking too much.

Money Market funds: They concentrate on liquidity, capital preservation and moderate income. They invest in safe short-term instruments, and returns depend on prevailing interest rates. Good for short-term investment.

Income funds: These funds invest mostly in fixed income securities like bonds and debentures. They aim to give regular and steady incomes.

Sector funds: They invest only in the industries in a particular sector as specified in the offer document, such as pharmaceuticals or IT. Returns will depend on how well that particular sector is performing.


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Index funds: They invest in the stocks in a particular index (for instance, the BSE Sensex) so as to reflect the performance of that index. So, performance is likely to vary according to the movement of the index.

COMPARISION BEtWEEN INVEStMENt IN BANK AND MutuAl fuND

factors Bank Mutual fund Returns Low Better Administrative Exp. High Low Risk Low Moderate Investment Options Less More Network High penetration Low but Improving Liquidity At a cost Better Quality of Assets Not transparent Transparent Interest Calculation Minimum balance between

10th & 30th of every monthEveryday

Guarantee Maximum Rs. 1,00,000 on deposits

None

Source: (Book- Investment Management by R.P. Rastogi)

ORgANISAtION StRuCtuRE Of MutuAl fuND

tHE fuND SPONSORThe Fund Sponsor is the first layer in the three-tier structure of Mutual Funds in

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India. SEBI regulations say that a fund sponsor is any person or any entity that can set up a Mutual Fund to earn money by fund management. This fund management is done through an associate company which manages the investment of the fund. A sponsor can be seen as the promoter of the associate company. A sponsor has to approach SEBI to seek permission for a setting up a Mutual Fund. Once SEBI agrees to the inception, a Public Trust is formed under the Indian Trust Act, 1882 and is registered with SEBI. Trustees are appointed to manage the trust and an asset management company is created complying with the Companies Act, 1956.

There are eligibility criteria given by SEBI for the fund sponsor:

•The sponsor must have experience in financial services for a minimum of five years with a positive net worth for all the previous five years.

•The net worth of the sponsor in the immediate last year has to be greater than the capital contribution of the AMC.

•The sponsor must show profits in at least three out of five years which includes the last year as well.

•The sponsor must have at least 40% share in the net worth of the asset management company.

Any entity that fulfils the above criteria can be termed as a sponsor of the Mutual Fund.

trust And trusteesTrust and trustees form the second layer of the structure of Mutual Funds in India. A trust is created by the fund sponsor in favor of the trustees, through a document called trust deed. The trust is managed by the trustees and they are answerable to investors. They can be seen as primary guardians of fund and assets. Trustees can be formed by two ways – a Trustee Company or a Board of Trustees. The trustees work to monitor the activities of the Mutual Fund and check its compliance with SEBI (Mutual Fund) regulations. They also monitor the systems, procedures, and overall working of the asset management company. Without the trustees’ approval, AMC cannot float any scheme in the market. The trustees have to report to SEBI every six months about the activities of the AMC.

Asset Management CompaniesAsset management companies are the third layer in the structure of Mutual Funds. The asset management company acts as the fund manager or as an investment manager for the trust. A small fee is paid to the AMC for managing the fund. The AMC is responsible for all the fund-related activities. It initiates various schemes


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and launches the same. The AMC is bound to manage funds and provide services to the investor. It solicits these services with other elements like brokers, auditors, bankers, registrars, lawyers, etc. and works with them. To ensure that there is no conflict between the AMCs, there are certain restrictions imposed on the business activities of the companies.

OtHER COMPONENtS IN tHE StRuCtuRE Of MutuAl fuNDS Custodian:A custodian is responsible for the safekeeping of the securities of the Mutual Fund. They manage the investment account of the Mutual Fund; ensure the delivery and transfer of the securities. They also collect and track the dividends & interests received on the Mutual Fund investment.

Registrar And transfer Agents (Rtas)These are the entities that provide services to Mutual Funds. RTAs are more like the operational arm of Mutual Funds. •Processing investors’ application•Keeping a record of investors’ details•Sending out account statements to the investors•Sending out periodic reports•Processing the payouts of the dividends•Updating the investor details i.e. adding new members and removing those who

have withdrawn from the fund.

Auditor:Auditors audit and scrutinize record books of accounts and annual reports of various schemes. Each AMC hires an independent auditor to analyse the books so as to keep their transparency and integrity intact.

Brokers:AMC uses the services of brokers to buy and sell securities on the stock market. The AMCs uses research reports and recommendations from many brokers to plan their market moves.

The three-tier structure of the Mutual Funds is in place keeping the fiduciary nature of the Mutual Funds in mind. It ensures that each element of the system works independently and efficiently. This structure of Mutual Funds is in line with the international standards and thus there is a proper separation of responsibilities and functioning of each constituent of the structure.

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ADVANtAgES Of MutuAl fuNDS 1. Investing in Mutual funds is Easy

Putting together a portfolio of stocks and bonds can be difficult, if not impossible, for the average investor. For example, the time and knowledge required to research and analyze a dozen or more stocks can be too challenging for most people. That’s not to mention all the trades needed to build the portfolio, plus the ongoing research and analysis required to maintain the portfolio. But when it comes to investing in mutual funds, investors can get started investing with just one mutual fund.

2. Mutual funds offer Professional ManagementOne of the primary reasons investing mutual funds is easy is because they’re professionally managed. Rather than researching, analyzing, buying and selling stocks or bonds yourself, you have a skilled money manager doing it for you. Professional management is at the core of how mutual funds work: When investors buy shares of mutual funds, they’re pooling their money together.

3. Mutual funds are Diversified InvestmentsThe nature of mutual funds as pooled investments that are professionally managed means that investors generally can easily accomplish one of the most important standards of smart investing diversification. To diversify means to spread market risk by holding a variety of several different securities, rather than just a few.

4. Investment Costs are low for Mutual fundsInvestors tend to overlook many aspects of building and managing a portfolio, and the most negative impact of those overlooked items often comes from expenses. Depending upon the brokerage firm or investment company, investors may be charged commissions for each purchase or sale of single securities, such as stocks. This can add up to hundreds of dollars per year, per account, depending upon the frequency and size of trades.

5. Investors can buy many different types of Mutual fundsInvestment objectives are unique to every investor, which means that there are many different reasons to buy mutual funds. Fortunately, there are several categories of funds that can suit any investment need. Some of the most common investment objectives include retirement and education, each of which may require different funds to suit the needs of the investor.

6. Mutual funds are versatile enough to be used by all types of Investors They’re simple enough to be understood and used by beginners but versatile


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enough to be used by professional money managers, who often use them to build portfolios for clients. A beginning investor may buy their first mutual fund to start saving for retirement, while a large investment firm might use the same mutual fund in a portfolio of funds for a major client, such as a wealthy trust client or an endowment fund used by a major university or non-profit organization.

SuggEStIONS tO MutuAl fuND COMPANIES• Disclosure of Risk: The funds should disclose the level of risk associated with

investment in the fund return in offer documents and in comparative levels of returns and risk in the annual reports for the sake of prospective and existing investors.

• Educating the agents: While investing the agents/salesmen should clearly explain the investors all the features both positive as well as negatives associated with a fund. Primarily, the agent/salesmen should first understand the purpose/ need for the investment by the investor.

• Simple Terminology: The details both facts and figures should be in plain English and the figures must be explained, for example when Sharpe ratio is mentioned, they should clearly tell its significance and how it is related with risk and how to assess( e.g., higher, the ratio, higher the better instrument).

• Regional languages: The fact books may be printed also in regional languages so that penetration in rural areasmaybe achieved. •CustomerCareDivisions:Along with internet access the customers’ queries about any schemes should be answerable and attract through well suitable counseling

• Educating the public and the investors: Workshops or seminars explaining the importance and risk factor associated with different classes of assets may be conducted from time to time for the existing investors. At the same time awareness programmes more in all areas and more in number should be conducted for the public.

• understanding the Psychology of the Investors: AMCs should put extra effort in studying and understand the psychology of investors in order to provide better schemes and better service.

• Simple words in annual reports: The annual reports which are given to the respondents must be with very clear and simple points which even a common investor may understand. The figures given alpha, Sharpe, beta, standard deviation may not reach the ordinary investors with no finance knowledge. These figures may be converted to simple points in plain English.

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CONCluSION Nowadays Mutual funds are important source of investment for the people in India. As it pools small savings of investors and provide them better returns. Moreover, there is safety of investments and less risk in mutual funds due to investment in diversified portfolio. In India, People should be educated to invest in mutual funds rather than to keep money with them or in savings account. Thus Mutual funds related information should be published in investor friendly language so that investor’s investment in Mutual funds increases. Further steps should be taken by SEBI and government and SEBI to promote investment in Mutual funds. Mutual Fund is an important instrument for investment by small investors to get maximum returns. Though the Mutual Funds are prone to market conditions and require continuous monitoring they are less volatile than their counterparts. The uncertain future with global finance and economic crisis combined with growing needs of investors with low risk seeking nature, Mutual Funds certainly are making their way into the next generation’s preferred investment.

REfERENCES1. Agrawal, D. (2006). Measuring Performance of Indian Mutual Funds. Prabandhan,

179-185.

2. Agrawal, G.D., (1992), Mutual Fund and investors interest (Chartered Secretary), The Journal For Corporate. Professionals Vol. XXII (1), pp. 23-24.

3. Bhole L. Financial Institutions and Markets: Structure, Growth and Innovations, 4e: Tata McGraw-Hill Education; 2004

4. International Refereed Research Journal www. researchers world..Com Vol. – III, Issue–3(1), July. 2012

5. Kothari, S.P. and Jerold B. Warner, “Evaluating mutual fund performance”, Journal of finance, Vol. 56, No. 1, pp. (2001): 1985-2010

6. Mehta, Rajan (2003), “Indian Mutual Fund Industry: Challenging Issues”, Chartered Financial Analyst, Vol. IX, pp. 32-33.

7. Madhumathi, S. P. (2005). Characteristics & performance evaluation of selected Mutual Funds in India 9th Indian Institute of Capital Market Conference

8. Keswani, A., & Stolin, D. (2012). Investor Reaction To Mutual Fund Performance: Evidence From UK Distribution Channels. Journal of Financial Research , 425‐450.

9. Roshan S, Gupta S. (2017) Working and Organisation of Mutual Fund Company. Journal of Accounting. Finance & Marketing Technology.


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WEBSItES1. http://www.mutualfundindia.com2. http://www.amfiindia.com3. http://www.nseindia.com4. http://www.sebi.gov.in

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IMPACt Of CARtOONS IN SHAPINg CHIlD BEHAVIOR

Children are often said to be the future of the country. The childhood is the most important period in which the behavior can be easily molded. Children learn and develop skills by interacting, observing and experiencing the world around them. The environment associated with the child influences the child behavior. Earlier child behavior was mainly influenced by the family and the school. The family plays a crucial role for the overall psychological development of children as it lays the foundation for the development of a healthy personality in adulthood. The school plays a crucial and a formative role in the development of cognitive, linguistic, social, emotional and moral functions and competencies in a child. The mental health of children is intricately rooted in the socio – cultural milieu and environment in which they live. Recently Television is one of the most prevalent media influencing the children lives. The child is exposed to a variety of programs pertaining to nature, entertainment, cartoons, sports, films, serials, advertisements, etc. In particular cartoons have gained prominence among children because of their high-speed flashes of light, rapid color changes and movements arrest the child’s concentration. Children begin watching cartoons on television at an early age of six months and by the age two or three children become enthusiastic viewers. The children are at discretion to choose the cartoon programs which in turn indirectly influences their development. The cartoon mesmerizes the child and replaces the childhood activities like playing with friends, being physically active, getting fresh air, reading, playing imaginatively, doing homework, doing chores. Though cartoons are thought as entertaining, they have a positive as well as negative influence on children depending upon the theme and the content. Some cartoons are neutral and purely meant for entertainment, some are educational but some are violent to the core. It can be educative like “Popeye the Sailor Man” which actually inspired a whole generation of children to willingly eat their spinach. Psychological research has found that televised violence has numerous effects on the behavior of children. To minimize the potential negative effects of television, it’s important to understand the impact cartoons have on children. Hence an attempt has been made to analyze the behavioral change in children on viewing cartoons.

abstract

gAuRI JOSHI Academic Consultant, Electronic Media Production Center

Indira Gandhi National Open University, New Delhi E-mail: [email protected]

Impact of Cartoons in Shaping Child Behavior

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INtRODuCtION“Our nation’s future, its prosperity and poverty, strength and weakness depends on the care with which we build up the character and habits of our children”

– Dr. Radhakrishnan

the childhood is the most important period in which the behavior can be easily molded. Children learn and develop skills by interacting, observing and experiencing the world around them. The environment associated with the child influences the child behavior. Earlier child behavior was mainly influenced by the family and the school.

Recently television is one of the most prevalent media influencing the children lives, which is termed as an early window in their lives. According to Kids’ Take on Media, a survey conducted in 2010 by the Canadian Teacher’s Federation, watching television is a daily time pass for 75 percent of Canadian children, both boys and girls from Grade 3 to Grade 10.The child is exposed to a variety of programs pertaining to nature, entertainment, cartoons, sports, films, serials, advertisements, etc. In particular cartoons have gained prominence among children because of their high-speed flashes of light, rapid color changes and movements arrest the child’s concentration.

“Cartoon is an excellent form of expression, which can deliver positive messages and can create awareness among kids as the characters speak to you and narrates the whole story through their gestures” says Ian Diamond, the Senior Vice President and General Manager of Turner Entertainment Networks Asia, Inc (TENA) during an exclusive interview for the ‘Tview’.

Children begin watching cartoons on television at an early age of six months and by the age two or three children become enthusiastic viewers. The children are at discretion to choose the cartoon programs which in turn indirectly influences their development. The cartoon mesmerizes the child and replaces the childhood activities like playing with friends, being physically active, getting fresh air, reading, playing imaginatively, doing homework, doing chores.

Animated cartoons targeted on children are termed as chase-and-pratfall cartoons, teachy-preachy cartoons, adventure cartoons, etc., by various authors. These cartoons can have a positive as well as negative influence on children depending upon the theme and the content. The cartoons contain a wide array of content matter and messages that may influence children in many different ways. It can be entertaining and educational, which opens new worlds for kids, giving them a chance to travel the globe, learn about different cultures, and gain exposure to ideas they may never

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encounter in their own community. Programs with positive and negative role models influence children to change their behavior.

StAtEMENt Of tHE PROBlEMChildren are voracious and unselective viewers of television who spend a considerable part of their free time in front of television sets. Cartoons have become an integral part of their day-to-day life. It is baby sitter, companion and an important agent of socialization for children. Also adults use cartoons as a pacifier and as a means to inspire children to eat.

Watching cartoon is a highly passive activity, too. With less outdoor activities and social interaction, children are more exposed to cartoon. This is a worldwide phenomenon.

Cartoons in these conditions are bound to have its tremendous impact on children, both in terms of how many hours and what they watch on television. One might say, oh that’s ridiculous! Cartoon is harmless; it just entertains. But observing a cartoon watching child exhibits a real phenomenon.

When children are glued to the small screen, it is virtually impossible to divert their attention away from cartoons. The cartoon characters jump, dive and fall from very high heights and then land without being harmed. These sorts of cartoons display a false sense of reality upon children. At a young age, this false sense of reality can really affect them.

Though cartoons are thought as entertaining, they have a positive as well as negative influence on children depending upon the theme and the content. Some cartoons are neutral and purely meant for entertainment, some are educational but some are violent to the core. It can be educative like “Popeye the Sailor Man” which actually inspired a whole generation of children to willingly eat their spinach.

Cartoons are also violent to the core. Psychological research has found that televised violence has numerous effects on the behavior of children. These include the imitation of violence and crime seen on television. Three major effects proven by psychological research are that the child may become less sensitive to the pain and suffering of others; children who watch violence do not fear violence nor are they bothered by violence in general and the children are more likely to become aggressive or use harmful actions towards others. This means cartoons with violence will be unhealthy for a child. As a result, a tremendous amount of childhood involvement with cartoons can limit social interaction and may obstruct the development of brain’s social systems.


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to minimize the potential negative effects of television, it’s important to understand the impact cartoons have on children. How much impact cartoon has on children depends on many factors: how many hours they watch, the content they watch, their age, gender, personality, socio – economic status, whether they watch alone or with adults, peer pressure and whether their parents talk with them about the cartoons that they watch and so on.

lItERAtuRE REVIEWBagley, Salmon and Crawford (2015) in their study “Family Structure and Children’s Television Viewing and Physical Activity” examined how physical activity (PA) and television (TV) viewing time of children varied according to family structure. There were significant interactions between parental status and having a sibling, with PA, and also with TV viewing for girls and between parental status and having a brother with PA for boys. There were also significant interactions between having an older sibling and child’s sex with PA and between number of siblings and sex with TV viewing. The study pinpointed that family structure may be an important source of influence on children’s PA and TV viewing time. Aspects of family structure interact differently with PA and TV viewing, suggesting interventions may need to be tailored with consideration of the family structure of children.

fouts, Callan, Piasentin and Lawson (2011) in their article “Demonizing in Children’s Television Cartoons and Disney Animated Films” assessed the prevalence of demonizing in the two major media that young children use (television and movies). Two content analyses were conducted using the animated feature films (n = 34) of theWalt Disney Company and after-school cartoons (n =41).Eachwas coded for themodeling of the use of “evil” words when referring to a person, e.g., monster, devil, demon, wicked. Seventy-four percent of the Disney films contained “evil” references, with an average of 5.6 references per film. Forty-four percent of the after-school cartoons contained “evil” references, with an average of one per cartoon. The results are discussed within the context of children’s repeated exposure to popular animated movies and cartoons and their learning to demonize people who engage in perceived “bad” behaviors.

Jordan, et.al., (2012) in their study “Reducing Children’s Television-Viewing Time: A Qualitative Study of Parents and Their Children” qualitatively explored how a recommendation to limit television viewing might be received and responded to by a diverse sample of parents and their school-age children.

the study collected background data about media use, gathered a household media inventory, and conducted in-depth individual and small group interviews with 180

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parents and children ages 6 to 13 years old. Results showed that most of the children reported spending approximately 3 hours per day watching television. Although virtually all of the parents reported having guidelines for children’s television viewing, few had rules restricting the time children spend watching television. Hager (2016) in their study “Television Viewing and Physical Activity in Children” examined the relationship between television viewing (TV) and physical activity (PA) in children during the school year. Results show that the PA and TV relationship for all children, while controlling for gender and body mass index (BMI) was not statistically significant. Additionally, boys who watched no TV were significantly more active during two time periods immediately after school than boys who watched any TV. Similar trends were seen for girls; however, none were significant.Hutchinson (2018) in the article entitled “Starting Young: A Kids’ Reality Show Keeps on Designing” presents information related to the educational significance of the television program “Design Squad.” According to the supporters of the program, which was designed to raise the image of engineering among children, the program is working, and the series is going into its second season. It was informed that the show pits two teams of teenagers against each other in competitions to design and build sometimes whimsical, sometimes serious structures and machines. The show’s key audience consists of children 9 to 12 years old.

OBJECtIVES Of tHE StuDY 1. To analyze the factors that influences the children to see cartoon programs. 2. To ascertain the effect of cartoon programs and behavioral changes among the

sample respondents (children).

MEtHODOlOgY The area chosen for study was IGNOU Campus. Multi stage sampling technique was employed to select the 100 sample respondents from the employee’s children. In the present study, an extensive use of both primary and secondary data was collected in order to achieve the objectives of this study. For collecting primary data, field survey technique was undertaken in the study area with the help of questionnaire and interview schedule. First-hand information pertaining to the cartoon channels viewed nature of cartoon programs preferred the most, the children’s cartoon viewing behavior from the children and parents perspective, the psychological and physical problems faced by the children while watching cartoons in the study area, were collected.The secondary data pertaining to the study was obtained from Library resources and Net resources.


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ANAlYSIS For the purpose of the analysis, variables are classified into two strata viz., dependent variable and independent variables. “The change in the behavior among the children” was taken as dependent variable. The independent variables used in the study are age, gender, siblings, standard in the school, type of school, medium of instruction, time spent for watching television and preferred program type.

fINDINgS 1. The findings bring to limelight the factors influencing the children’s perception

on cartoon programs and their behavior.

2. The analysis depicts that the late childhood respondents (children) perceived more change in their behavior on viewing cartoons than the early childhood and pre-adolescent childhood respondents.

3. It is obvious from the analysis that the male respondents (children) perceived more change in their behavior on viewing cartoons.

4. It is identified from the analysis that the fourth standard respondents (children) perceived more change in their behavior on viewing cartoons.

5. The analysis implies that the state board respondents (children) perceived more change in their behavior on viewing cartoons.

6. It is found from the analysis that the respondents (children) who viewed cartoons for 2 hrs – 3 hrs perceived more change in their behavior on viewing cartoons.

7. The analysis highlighted that the cartoon program type preferred by the respondents (children) perceived more change in their behavior on viewing cartoons.

8. The factors, respondents age, gender, siblings, standard, board, medium and time spent for watching television have a significant relationship with the change in their behavior on viewing cartoons. But, the factor program type preferred has insignificant relationship with the change in their behavior on viewing cartoons.

CONCluSION In today’s generation television has a great influence on children. The social effects of television are numerous and definitely vary in positive and negative ways.

Cartoons are educational like Dora the Explorer, a show that helps kids learn the alphabet, numbers, short words and phrases. Cartoon like He-Man also render advice to the children regarding a safety life.

Unfortunately, most of the programs watched by children have a negative impact

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and give the wrong impression of what really happens in everyday life.

Cartoons are even showing numerous acts of violence and most of this violence is done by the “good guys”. For example, Power Rangers; how do they get rid of the bad guys by fighting. During the whole episode the “Rangers” keep kicking, punching and attacking the bad guys. Other shows like X-men, Sailor Moon, Looney Tones, and even Care Bears show violence towards others. It’s no wonder children think its okay to act this way when even their “Super Heroes” who are supposed to be the good guys are hurting others. They see the good guys doing these things and think it’s appropriate.

The children who watched the violent cartoons, were “more likely to hit their playmates, argue, disobey class rules, leave tasks unfinished, and were less willing to wait for things” than those children who watched nonviolent programs. It also influences their development and their behaviors. So parents should be careful to steer their children away from those that are full of violence.

REfERENCES 1. Bagley S, Salmon J, Crawford D, “Family Structure and Children’s Television

Viewing and Physical Activity”, Medicine & Science in Sports & Exercise, Vol. 38, No. 5, May 2006, pp. 910-918.

2. Gregory Fouts, Mitchell Callan, Kelly Piasentin and Andrea Lawson, ”Demonizing in Children‐s Television Cartoons and Disney Animated Films”, Child Psychiatry and Human Development, Vol. 37, No. r1, Sep 2006, pp. 5-23

3. Amy B. Jordan, James C. Hersey, Judith A. McDivitt, Carrie D. Heitzler, “Reducing Children‐s Television-Viewing Time: A Qualitative Study of Parents and Their Children”, Pediatrics, Vol. 118, No. 5, Nov 2006, pp. 1303-1310

4. Hager RL, “Television Viewing and Physical Activity in Children”, The Journal of Adolescent Health, Vol. 39, No. 5, Nov 2006, pp. 656 – 661.

5. Steven J. Kirsh, “Cartoon Violence and Aggression in Youth”, Aggression and Violent Behavior, Vol. 11, No. 6 Nov - Dec 2006, Pages 547-557

6. Michael Waldman, Sean Nicholson and Nodir Adilov, “Does Television Cause Autism?”, Johnson School Research Paper Series No. 01-07, Dec 2006

7. Adam Thierer, ”The Right Way to Regulate Violent TV”, Progress & Freedom Foundation Progress on Point Paper No. 14.10, May 14, 2007

8. Van Zutphen M, Bell AC, Kremer PJ, Swinburn BA, “Association Between the Family Environment and Television Viewing in Australian Children”, Journal of Pediatrics and Child Health, Vol. 43, No. 6, Jun 2007, pp. 458-463.


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9. Mistry KB, Minkovitz CS, Strobino DM, Borzekowski DL, “Children’s Television Exposure and Behavioral and Social Outcomes at 5.5 Years: Does Timing of Exposure Matter?”, Pediatrics, Vol. 120, No. 4, Oct 2007, pp. 762-769

10. Zimmerman FJ, Christakis DA, “Associations between Content Types of Early Media Exposure and Subsequent Attentional Problems”, Pediatrics, Vol. 120, No. 5, Nov 2007, pp. 986-992.

11. Harry Hutchinson, “Starting Young: A Kids’ Reality Show Keeps on Designing”, Mechanical Engineering, Vol. 130, No. 1, Jan 2008, p 44.

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EMERgINg tRENDS IN DIgItAl MARKEtINg IN INDIA

Digital marketing is the marketing of products or services using digital technologies, mainly on the internet. Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. Internet access is mainstreaming among professionals and the use of mobile is intensifying fast. Digital marketing industry is worth $68 Billion while other industries are struggling with growth rate of 5 to10 %. Main growth comes from social media, with a mighty 241 million monthly users in July 2017.The massive Indian market is changing. India claimed the first spot among the leading countries ranked according to the Facebook users leaving behind USA and Brazil. The growth of digital marketing in India is self-explanatory from the unprecedented jump of users from 0.5 to 59 percent. There is 9142.5 percent increase in the number of internet users from 2000 to 2017.Day by day growing Digital Market in India is an evident that the Digitization is taking place with a high speed. This paper is an attempt to study the growth trends and future prospects of digital marketing industry in India.KEYWORDS: Digital Marketing, Growth, Social Media & E-Commerce.

abstract

HEMA RANIAssistant Professor,

Chanderprabhu Jain College of Higher Studies and School of Law

INtRODuCtIONE-Commerce industry is growing at an astounding rate in India and is expected to account for 1.61% of the global GDP by 2018. According to the research report of Goldman Sachs, India has emerged as the second largest Internet market in Asia after China with 100 million users in 2005. It estimates that Indian Internet Users will increase by 130% compounded annual growth rate (CAGR) from 0.5 million users recorded at end of 1998. As per preliminary findings of the NASSCOM survey, the total volume of E-commerce transactions in India was about Rs.131 crore in the year 1998-99.Out of this volume, about Rs.12 crore were contributed by retail Internet or Business-to Consumer transactions, and about Rs.119 crore were contributed by Business-to-Business transactions.

The survey also revealed that E-Business transactions in India are expected to exceed

Emerging Trends in Digital Marketing in India

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Rs.300 crore during 1999-2000. Out of this, about Rs.50 crore could comprise of retail transactions. For Business-to-Business transactions, Indian industries are expected to reach online penetration of 2% by 2003 and 8% by 2008. According to a report by Forrester, India is set to become the fastest growing market in the Asia-Pacific region with an expected growth rate of over 57% between 2012 and 2016

OBJECtIVES Of StuDY1. To study the growth trends of Digital Marketing in India2. To study the future prospects of Digital Marketing in India

DIgItAl MARKEtINg INDuStRY IN INDIA IN tHE PRESENtDigital Marketing Industry in India is at the peak right now and will continue to grow. Few years back, people were skeptical to buy online, we never thought we would buy groceries, furniture, cloths online but now we book our shows online, tickets, everything is online and in mobile. Mobile has revolutionized the way we live today, lost cost handset, internet access thru mobile and the speed has changed the way how even we watch You Tube. As per IBEF.org (India Brand Equity Foundation), India’s digital advertisement market is expected to grow at a Compound Annual Growth Rate (CAGR) of 33.5 per cent to cross the Rs 25,500 crore (US$ 3.8 billion) mark by 2020.The Internet’s share in total advertising revenue is anticipated to grow twofold from eight per cent in 2013 to 16 per cent in 2018. Online advertising, which was estimated at Rs 2,900 crore (US$ 435 million) in 2013, could jump threefold to Rs 10,000 crore (US$ 1.5 billion) in five years, increasing at a compound annual rate of 28 per cent.

Digital India initiatives, open mind set the digital marketing landscape plays a vital

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role today. The future of digital marketing will grow and we will also see rural digital marketing playing an important role too. When the industry is growing, we will also see challenges, security issues and other things, but this will happen to any industry.Between 1971 and 1972, The ARPANET is used to arrange a sale between students at the Stanford Artificial Intelligence Laboratory and the Massachusetts Institute of Technology, the earliest example of electronics or digital commerce.1979: Michael Aldrich demonstrates the first online shopping system.1981: Thomson Holidays UK is first business-to-business online shopping system to be installed.1996: India MART B2B marketplace established in India.2007: Flipkart was established in India. Every E-marketing or commercial enterprises uses majorly digital means for their marketing purposes.

In 2011, the digital marketing statistics revealed that advertising via the mobile phone and tablets was 200% lower than that of the following years. During this year, the net worth was $2 billion. The growth was in a geometric progression as it rises to $6 billion in 2012. The competitive growth demands for more improvement in the career works and professionals are being added to the field.

From 2013 to March 2015, the investment total increase was 1.5 billion dollars over the preceding years. There has been an impressive growth up till this present moment.

From above data you can easily analyze the growth rate of digital marketing and its impact of online sales. With Digital marketing growth E commerce is also booming and touching new heights.


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From above both of the images you can compare the growth of digital marketing of Indian market compare to rest of world. India in 2016 became world no 2 in internet uses by no of people throughout the world. As we see in 2014 India was on 3rd position where as now in 2016 it is on 2nd position. With a penetration rate of 34.5% India

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is a world 2nd most internet surfing population so it’s clear there are still to go. The growth is rapid in this field and still a long way to go with higher pace that’s the reason every fresher’s and professionals looking to build their career in digital marketing.

USA has Internet penetration rate of 88% and even few of the European countries with more than 95% of penetration rate where as India still at only 35%. This shows the future scope of Digitalization in India.Government Digital Literacy scheme and many others factor are giving a boom to increase internet users in India. Online shopping industry is also growing with a rapid pace which is still getting sales from major metros and mid level towns only.Digital marketing overview reveals that Social media has been playing a supporting role to marketing. Over the years, it has been noticed that 92% of social media users are from the mobile devices. This enables the size of digital marketing industries.

MOBIlE PHONE SuBSCRIBERS IN INDIA

According to the research made by the Internet and Mobile Association of India (IAMAI, 2008), communication has become a real mass communication tools having about 286 million accounts in 2008. The Indian telecommunications market has tremendous growth opportunities and according to IAMAI is projected to exceed 500 million by 2010. According to TRAI, the numbers of mobile subscriber based in India grew to 980.81 million users in the second quarter of 2015.

futuRE tRENDS Of DIgItAl MARKEtINg IN INDIADigital Marketing will remain as the most powerful and result-oriented way of marketing in 2017 too, and some of my observations on current and future outlook


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of 5 key channels that will pay key role in deciding future of digital marketing in India are–

1. Mobile MarketingTo devise result-oriented marketing plans and campaigns, mobile marketing is going to play one of the most significant roles in 2017. Understanding customers’ changing needs and characteristics lets marketers plan in a result-oriented fashion. As per stats-•Current Outlook of Mobile Marketing in Driving Customer-Engagement- 40%

(approx)•Future Outlook of Mobile Marketing in Driving Customer-Engagement- 75%

(approx)From consumers’ device usage perspective, Smartphone adoption and prevalence of mobile apps and messaging are going to be the topmost trends of digital marketing in 2017. From Facebook’s Mobile Messenger, to Whatsapp and WeChat, Brands are developing bots to engage customers, and Facebook’s Bot Engine for Messenger and Google’s new assistance service introduced in Google I/O 2016 indicated towards the rise of Artificial Intelligence to provide more personalized and interactive assistance to consumers through mobile marketing.•More than 52% of searches are done through mobile.•89% of Facebook Daily Active users come through mobile.•83% of Facebook advertising revenue comes through Smartphones.•92% of mobile media time is spent in Smartphone apps by consumers.

2. Video MarketingModern customers prefer to view a video content on company promos. Growing need for the visual content has turned video marketing be one of the most appealing trends of digital marketing in 2017. When a visual content is well produced to communicate the message in an interactive and engaging way, conversions are always guaranteed.•Current Outlook of Video Marketing in driving Customer Engagement- 37%•Future Outlook of Video Marketing in driving Customer Engagement- 69%Video content is swallowing up the content marketing and online marketers take advantage of its power to tempt more customers in quickest possible time. With booming mobile marketing, videos are now offered on mobile phones that fuel up the whole process. Video marketing is the most powerful way that companies use for –• Introducing themselves

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•Spreading their messages•Promoting their products/services• Increasing their reach and optimizing search ranking•Boosting customer engagement and enhancing returns on investments Different kinds of trending Video Content are-Social Media Videos like Facebook Videos, Facebook 360 Videos, YouTube Videos, Snapchat Videos, etc.Use of GIF videos on different social media channels like Twitter & FacebookProduct Description/Demo Videos and Landing Page VideosStorytelling with the help of live streaming videosUse of Videos in Email Marketing

3. Email MarketingEmail marketing is so effective in nurturing leads and ensuring conversions. Email marketers of some of the most successful marketing agencies claim a return of $40 for every dollar they invested. Well-targeted email marketing will be one of the most effective ways of ensuring conversions in 2017. •Current Outlook of Email Marketing in Driving Customer Engagement- 45%•Future Outlook of Email Marketing in Driving Customer Engagement- 57%Email marketing is the most important part of your business branding and you need to choose those trends that befit with your customer profile and business objective. Your emails should reflect your quality and using professional email templates should be the base of your e-mail marketing campaign in 2017. Some of the top trends of email marketing in 2017 are-•Use of Email automation tools for sending and tracking of targeted and

personalized emails that will let you understand more and more about your customer base like their demographics, tendencies, age, loyalty, etc.

• Integration of social media content in email marketing strategy is another trend that will see great rise in 2017. Marketers will preferably provide references to their social content within their emails.

•2017 will see a decrease in email blast, as this year would be of customized mails. Mobile-friendly email marketing is another trend that will be quite popular within the domains of digital marketing.

4. Social Media MarketingSocial media changes quickly as there are dozens of new platforms arrive each


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year. The year 2017 will also be a host for the variety of new social media trends, and social media marketing will for sure be one of the most popular digital marketing channels for branding, optimization, lead generations and conversions.•Current Outlook of Social Media Marketing in Driving Customer Engagement-

36%•Future Outlook of Social Media Marketing in Driving Customer Engagement- 55%As social media keeps evolving, it has a massive power to channelize marketing campaigns in innovative and effective ways. Social media is a medium that adeptly responds to new tech innovations, but at the same time, it also exceeds customer’s expectations. Knowing future trends of social media and planning strategy as per that will ensure success for companies. Some of the key social media trends in 2017 are –•Enormous evolution of Snapchat is going to be one of the most interesting,

powerful and creative trends of social media marketing in 2017.•Live video streaming is slowly changing the scenario of social media campaigns,

and the trend will see great rise in next year too. Different platforms like Facebook live, SnapChat, Twitter, and Instagram all are blending live streaming videos that will let them be a top pick for marketers.

•Live videos also ensure 10 times more comments than pre-recorded videos, and such qualities will let them dominate social media marketing more efficaciously

• Instagram stories, social slideshow ads, social chats, etc. would be the top components of social media marketing in 2017.

5. Search & SEO MarketingSearch engines evolve constantly, and their changes prompt shift in marketers’ ways of targeting audiences. To succeed, it is important for you to know latest changes of SEO marketing and employing effective search engine strategies accordingly. Mobile marketing and social media optimization has enhanced the frequencies of searches all across the globe, and as per statistics, 14 billion web searches are conducted each month through different search engines.•Current Outlook of SEO Marketing in driving Customer Engagement- 21%•Future Outlook of SEO Marketing in driving Customer Engagement- 40%Some of the SEO trends that will turn out to be major hits in 2017 are-•Link building will stay as a powerful SEO technique, mobile marketing will

rock the house, and along with Google, other search engines will also play significant roles in ensuring great search results.

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•Use of keyword search tools like Google’s Keyword Planner, Moz’s keyword Planner are going to be the most effective trends to know right keywords that your audiences search.

•Quality content marketing with perfect blending of video content would be another prudent practice that experts think as the most dominant future trend of digital marketing in 2017.

DIgItAl MARKEtINg JOB OPPORtuNItIESNew era of marketing is evolving i.e. digital era of marketing. Growth of digital world has changed the media consumption. Old traditional marketing methods are not enough to reach targeted customers. That’s a good place to be in. If you learn digital marketing it will help you to accelerate your career growth.

1. Digital Marketing Manager - The salary package of digital marketing experts ranges from 15 to 20 lacs per annum. Depending upon the experience, it can go as high as 40 lacs.

2. Social Media Marketing Expert –

3. Content Marketing Manager - content marketing managers can earn between 10 to 15 lacs per annum. The experience required for this post is minimum 3 years to 5 years.

4. Search Engine Marketer/ Specialist - Experience required: There is no specific


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range when it comes to experience for search marketing expert. It ranges from company to company. In small companies, the companies can hire freshers but some established companies would be needing experts with several years of experience.

*Depending upon your skills & experience in digital marketing there is no limit of earning

CONCluSION To survive in today’s competitive and frenzied market scenario; it is must for Indian businesses to have a well-integrated strategy for internet marketing in India. Without Digital Marketing, businesses may fall short of creating contemporary marketing strategies and hence, they may turn directionless. Digital Marketing scope in future of marketing will not only let businesses survives but also thrives in the most result-oriented fashion. Including new techniques, following latest updates of Google and incorporating future trends of digital marketing will let your inbound marketing reap great benefits for you in 2017.In the year 2016, most of the industries were kind of struggling with a growth rate around 6 to 11%; only digital industry saw a growth rate of 41%, which is not going to be stagnant in 2017 as well. Digital Marketing will for sure remain as the most effective way of marketing in the future too, and it will be worthwhile for you to climb on to the digital bandwagon when the time is right, either career-wise or business-wise. From the nostalgic dial up connection sound in the 90’s to the hi-speed Wi-Fi era, internet has become an indispensable

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Emerging Trends in Digital Marketing in Indiapart of our lives. With increase in digital marketing spending, government’s initiative to propagate the agenda of Digital India and mobile device penetration to the remote areas, the possibilities are endless for digital marketers to help companies build a long-lasting online presence.

REfERENCES1. Pratik Dholakiya (14 April 2015). “3 Digital Marketing Channels That Work

for Every Advertiser” 2. Mohammed R., Internet Marketing, McGraw Hill, New York, Vol. 4, 2001 3. Devi .C.S and Anita.M (2013): E marketing challenges and opportunities pg.

96 – 105 retrieved from www.ijsrm.in 4. Shanker, Ravi (1998), Marketing on the Net, (Dissertation), Banaras Hindu

University, and Varanasi, India.5. Karakaya F., T.E. Charlton., Electronic Commerce: Current and Future Practices,

Managerial Finance, Vol. 27 (7), pp. 42-53, 2001 6. Krishnamurthy, S. & Singh, N. (2005), the International E-Marketing Framework

(IEMF): 7. Reedly, J., Schullo, S., And Zimmerman, K. (2000), Electronic Marketing (Integrating

Electronic Resources Into The Marketing Process), Harcourt College Publishers. 8. Boudreau, M.-C. & Watson, R. T. (2006), Internet Advertising Strategy Alignment

Internet Research, 16, 23 - 37.

Web Resources:1. www.egapsawebmarketing.in/growing-future-digital-marketing-india/ visited on

07th January 17 2. piyushaggarwal.me/digital-marketing-ppt/ visited on 08th January 17 3. yourstory.com/2014/12/digital-marketing-startups/ visited on 08th January 17 4. images.dazeinfo.com/wp-content/uploads/2016/02/mobile-internet-users-in-

india-2016.jpg visited on 08th January 17, 115 Page 5. www.livemint.com/Consumer/LjI3ZO4nYkN8DNdyMIlJlJ/Ad-spending-to-grow-at-

155-in-2016-higherthan-2015s-14.html visited on 09th January 17


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AN ANAlYSIS Of SENSAtIONAlISM IN NEWS

Sensationalism in journalism has been a popular topic of fiery discussions for centuries. Yet, it appears that this topic is more often debated than systematically investigated. Indeed, the word, sensationalism, has become an easy name-calling device for those who are in the mood for criticizing the mass media. Even in academic circles, the term has been used with little precision. The goal of this study is to take a step towards explicating the concept. The most common but vague classification of the concept is by content: stories about crime, accidents, disaster, and scandal. A few scholars acknowledge that formal features may play a role in what we have come to call sensational, but precisely how the packaging of stories contributes to sensationalism remains virtually unexplored, especially in terms of television news. This study focuses on the content of the news in different dimensions of sensationalism.

KEYWORDS: Sensational News, Journalism, Gossip & Yellow Journalism.

abstract

JAgRItI BASERAAssistant Professor

United College of Education, Greater Noida

INtRODuCtIONMass media is the main way that people receive information today, but the definition of mass media has also shifted over time. In the beginning of the 20th century, mass media consisted of radio and newspaper; in the latter half of the 20th century, mass media shifted to mainly television and later, the internet. These forms of communicating information are especially crucial during wartime. The use of newspapers, run by moguls like Joseph Pulitzer and William Randolph Hearst, conveyed war information during the Spanish-American War in 1898. These sources used an interesting tactic known as Yellow Journalism which essentially was a method of reporting that told stories for the sole purpose of entertaining people, no matter the level of veracity. This method was used to describe war stories in a way that created popular interest and national support for the Spanish-American War. By the Vietnam War, however, media technology had advanced, and television was now the primary distribution method. This allowed the people of the United States to witness the goings-on of

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An Analysis of Sensationalism in News

the warfront and created a much more visual experience that had not previously existed for people at home. However, this way of showing the war created large public unrest throughout the United States as the brutality of the conflict became more publicized. This paper will explore the differences in media coverage of the Spanish-American War and the Vietnam War. Furthermore, this research paper will underscore this theme so that the different ways in which each war was portrayed can become clearer. Finally, this topic will be used to attempt to conclude why the media representation of the Spanish-American War created massive public support for the war effort and why the media representation of the Vietnam War catalyzed public unrest.

Sensationalism in medical reporting occurs when extravagant claims or interpretations about research findings are made. Sensationalism in medical reporting has been discussed extensively,1–9 and a few years ago one author predicted that “the tensions are likely to increase.”1 The conventional explanation for the problem is “miscommunication” resulting from the different styles of science and journalism, and the principal intervention proposed is “education.”2, 3, 10, 11 While different styles of communication may contribute to inaccurate science journalism, we believe that subtle incentives sometimes cause scientists, journalists, and others involved in the reporting of science to contribute to sensationalism. Regardless of its specific causes, sensationalism may prevent the public from being knowledgeable participants in policy discussions about scientific issues. In this Policy Matters, we review the problem, causes, and possible solutions.

HIStORICIzINg SENSAtIONAlISMSensationalism is neither a new word nor a new concept. Agreeably, it has been in the journalism bad books even before the 20th century. US Journalism Professor, Mitchell Stephens, in his book “A History of News” writes that, Sensationalism has been around ever since early humans began telling stories, ones that invariably focused on sex and conflict. “I have never found a time when there wasn’t a form for the exchange of news that included sensationalism - and this goes back to anthropological accounts of preliterate societies, when news raced up and down the beach that a man had fallen into a rain barrel while trying to visit his lover” (Stephens, 2007).He continued that whatever the time or setting, “sensationalism is unavoidable innews - because we humans are wired, probably for reasons of natural selection, to be alertto sensations, particularly those involving sex and violence”. However, during the 16thand 17th centuries, it is asserted that sensationalism was used to teach moral lessons.


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According to scholars, the concept of sensationalism has a long history. Grabe, Zhou andBarnett (2001) noted that sensationalism has already been traced in the course of the late1500s. In 1833, the first successful penny paper, the New York Sun appeared in theUnited States. This poor man’s newspaper tended to be highly sensational. This and itscheapness attracted new kinds of audience for the paper. The focus of the articles was onlocal events and on news about violence. Moreover most of the contents were flippantand trivial (Emery, 1962). After New York Sun came the Herald. These papers and otherpenny papers established over the following years adopted a style of journalism that isbelieved to be both sensational and aggressive.

A second important landmark in the histor y of sensationalism in newspapersemerged at the end of the 19 th century with the development of yellow journalism. Theincreasing availability of newspapers through lower prices made it necessary to attract theattention of large number of readers. At the time, yellow journalists tried to make theirnewspapers more attractive by emphasizing on crime and social vices, by the use of largetypefaces and by an increasing amount of illustrations and obvious overdramatisation ofevents. Sensationalism is further believed by Stephens (2007) to have brought the news toa new audience. He discusses the heavy use of sensationalism aimed towards the lowerclass, as they have less of a need to understand politics and the economy. He argued thatthrough this, the audience is further educated and encouraged to take more interest in thenews. However, Stephens notes, “when journalists confine themselves to the search forthe violent or the miraculous, not only do they paint a grotesque face on the world, butthey deprive their audiences of the opportunity to examine subtler occurrences with largerconsequences” (Stephens, 2007, p.113). And that is true.

NEWSPAPER JOuRNAlISMNewspapers are reports of current events and opinions of the day, and are published day after day. From the world of events, newspaper operators choose some content and intern create a product for consumption in the market for goods. In political rhetoric, individuals acting as consumers pay some price, or suffer some cost to obtain the entire paper, it may be money, time or just an opportunity cost, while others just “free ride” and may glance over headlines while the paper is in a newspaper or newsstand box. When a reader “consumes” or reads a paper or headline, some amount of information or misinformation can be used in the formation of preferences or an opinion. In aggregate these opinions or preferences form a measure of public opinion, and complete feedback loop when the opinions of rational actors affect the world of events (Östgaard, 1965).

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tHE MEDIA: POlItICAl SCIENCE PERSPECtIVE AND RElEVANCE

The media at its simplest gathers information about events; it prioritizes this information and stories are reported to a population of some sort (Stepp 2000). Regardless of what a newspaper publishes, in a world of events, some events are sensational and some are not. The information an individual receives from their newspaper may be accurate or it may not. From a macro point of view it is important to point out that the media can be thought of as a broker of information, a deliverer of information and is one of the primary sources of information for a citizen (Hofstetter and Dozier 1986). In a world of rational actors, individuals interact in an environment and events occur, the media processes information and reports are distributed. Individuals receive information and make decisions. This rational action leads to long tree game theory models for both individuals and group activities (Clark 2002). Individuals process this information and make a decision that best suit themselves. Traditionally, this example is described with a discussion of The Prisoners Dilemma. In a Prisoners Dilemma scenario, it is the prisoners lack of information, and the authorities ability to control and manipulate information, that leads to the successful predictions of aggregate probability (Shepsle and Bonchek 1997; Clark 2002). The authority an information source has, i.e. the media, is granted to it by its readers and subscribers. The media in general, and more specifically individual journalists accept this as fact and strive for accuracy to maintain reader trust. As Walter Cronkite and Walter Lippmann both believed, readers will choose media sources that supply the most accurate information (Cronkite 2000; Neuzil 1996). Traditionally, as early as elementary school, a main role of the media is discussed as part of a system filled were entities check and balance each other, the media functions as more than just an information source or as a business, but also as a “watchdog” always on the lookout for corruption, illegal activities, or other news relevant to the day to day affairs of state. The media is expected as a part of our democracy to offer some equitable distribution of accurate information about the current state of political affairs, while still acting as business entities with financial obligations to both employees, stockholders and advertisers (Peake 2007).

READER PREfER fOR SENSAtIONAl NEWSSensational events are events that break from the norm, are different, extraordinary, strange, odd, unusual, unexpected, astonishing, amazing, bizarre, weird and generally uncommon. Further, sensationalism is the practice of writing to entice, attract, stimulate, arouse, exaggerate and generally provoke an emotional response in readers


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(Garst and Bernstein 1982). The assumption that readers prefer sensational stories, and that newspapers cater to this demand was explored by Morris G. Caldwell’s 1932 paper, “Sensational News in the Modern Metropolitan Newspapers”. Caldwell picked six major newspapers over a two month period, and coded for 22 themes, and their sensational nature. Caldwell found that newspapers appear to cater to this preference, specifically on front-pages , as compared to the entire paper. Caldwell found that from 29 to 47 percent of all front-page stories were sensational; while sensational levels throughout the entire paper were lower. This idea that people liked to be entertained, and are most entertained by sensational stories can be arguably traced back to the earliest stories and oral traditions of many cultures. From the time that news and information was first shared by the nightly fire, to the earliest written mythologies and onward to the present, the individual fascination people have with the extraordinary stories lies in imagination and individual psychology. From a political science perspective, the idea that the public prefers dramatic emotional stories rather than hard facts and information was enunciated in the colonial era by the United States “Federalists” (Popkin 1994). As will be discussed later in this paper, the Federalists believed in the idea that people are more subject to passions than knowledge; an idea that is seemingly embraced by media leaders of today. The assumption that the public is short in attention span and shallow in interests is often perpetuated by journalist themselves, who describe Americans as being more interested in short and sensational snippets of information, than they are in accurate news. In an era of television, video and internet, individuals can change a channel or click away from a site, with ease and lack of thought.

There is a common adage: people like dirty laundry. It is the dramatic, sudden or out of the ordinary that really entices readers. While there are appropriate methods of verification required during the gathering or investigative phase of journalistic research it is the practices of editors and executives that prioritize and edit reports that most applies to this research. The journalistic code of ethics outlines appropriate professional conduct in each of the three areas of journalistic endeavor. This research will examine how editors and executives, who have the authority to direct the activities of the journalist under their supervision, and the power to select, prioritize and report in a fashion that suits the newspapers business and or their political agendas (Karolides, 2006).

fINANCIAl AND SOCIO-POlItICAl MOtIVAtIONS: MEDIAIt is at this point that it is important to focus for a moment on how newspapers function as financial entities. Executives, administrators and editors must not just

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deal with the ethical aspects of their craft, and their role as “watchdogs”, but also the financial success or failure of the business. I return again to answer the question, “Why a focus on the sensational?” The assumption that newspapers cater to readers, and in this case voters, desire for sensational content, is reinforced by the understanding that newspapers are financial institutions that must generate revenue; while circulation numbers do not generate the most revenue they do determine and validate advertising costs (Peake 2007). On March 17, 2009 the Seattle Post Intelligencer ran its last print edition, ending its 148 year history of print media and switching permanently to an online digital version. Just days before that last edition of the Seattle Post, the Columbia Graduate School of Journalism hosted a panel and discussion group titled, “The Future of Newspapers”. The discussion of the panel centered on how traditional methods of newspaper management were changing to embrace a new digital era. The advent of the Internet and increasingly popular development of wireless technologies are changing the way American consumers and voters get their information and in turn will force changes to occur in the world of newspapers. Revenue losses combined with lower subscriber levels and advertising shortfalls are forcing what were 6 previously profitable newspapers to consider ending print operations (Stewart, Swartz, and Pearlstine 2009). Some writers and journalists have begun to wonder if newsprint in its traditional form is headed for extinction, and that the “paper” part of newspapers will only survive in name (Meyer 2004). Newspaper capitalists, of course, will not let their niche of the industry die off or disappear easily. Newspapers as entities, corporate or otherwise, have continually changed and adapted with the times to find more ways of inciting readers, and thus advertisers; newspaper’s will no doubt do what they must to remain in business (Brunk 1973). As long as the demand for sensational stories remains high, newspapers will continue to use dramatic effect to get readers interested in an article (Brunk 1973). While every headline is not necessarily sensationalized for effect, the practice of sensational reporting will match the demand for it in turn (Hodgson 1993). The need, in a competitive market, to keep readers enticed will tempt writers to sensationalize, exaggerate or dramatize headlines and stories. The need to maintain a competitive edge, outweighs lofty idea’s of journalistic ethics proposed in the halls of Academia (Garst and Bernstein 1982).

SENSAtIONAlISM NEWS IN fRONt PAgEThe “front-page” is in many ways the newspaper’s “Standard”, its flag, its family crest and shield; it is a symbol of what the paper stands for. The front-page of a paper is analogous to an event poster. It is the newspapers most powerful advertising


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tool when attempting to engage the impulsive shopper. Some may recall historical images of a paperboy standing on a New York street corner, holding newspapers front-page for all to see, while he shouts out the day’s headlines. Like a vendor at the ball park, headlines are shouted to entice and remind customers that this is a must have product. While, a common scene at the end of World War II, a person would be hard pressed to find newspapers being sold in this fashion today. However, the idea that sensational and interesting headlines sell newspapers, is still active today (Patten 1986). Just as titles have been an important part of any book, essay or thesis, in the world of media headlines are just as important of a tool for both journalists and editors. Headlines are designed to create interest in the story, they are an advertisement and an announcement. Garst and Bernstein in their 1982 book, Headlines and Deadlines: A Manual, discusses the importance of creating interesting or dramatic headlines for every story. His advice is to create interest without going so overboard as to disgust readers. Along with many editors Garst believes that the creative spirit of journalists is cut short when headlines are changed or altered by editors and censors alike. In fact, it was the shortly after the muckraking era in the early to mid nineteenth century, journalists began to debate amongst themselves over the levels of sensationalism in the news. It was at this time that standards and practices began to be more widely accepted (Starr 2004). Newspaper Editors throughout history have known that the front-page is of vital importance to the editor, to give a summary of the day’s most important news, and to stimulate daily circulation (Stepp 2000). The front-page is what the consumer sees first, so 8 it is also a marketing tool to fuel sales. The editor, among other duties, approves or disapproves a headline to go with a story and its content. Gilmore (1976) also discuss in his book Modern Newspaper Editing, the problems that editors face when creating interest in stories and warn that editors should use care when deciding how to depict headlines. Gilmore states that while editors have the power to change or reword an author’s headline they should refrain from the temptation to exaggerate or misrepresent the content of the article.

MEDIA WORKS lIKE POlItICAl tOOl Pulitzer winner Paul Starr in his book The Creation of the Media: Political Origins of Modern Communication (2004), outlines the formation of media as a tool for political ideas, and the proliferation of those ideas. Early sensationalism fed the fuel of revolution in France, and again in the New World as the colonies rebelled against England. It was revolutionary to think of equality for “everyone”. Headlines and articles advocating equality for the masses, especially the lower classes, were considered to be outlandish and insurrectionist at the time. This kind of thinking in

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Europe spread to colonies and was based on a general consensus of colonists who felt that they all shared in the idea of equal opportunity in the new world. These views alienated the elite of the time who felt themselves superior to the masses (Starr 2004). The first newsletters and journals were appealing to the majority of people who endured and lived under similar circumstances. As the revolutionary war progressed, so did the size and scope of the information network. The need to both inform and solidify the public opinion was political and not commercial in its mission, a point often overlooked in history. Starr states that it can be argued that each stage of media development in the United States, previously thought to be fueled by technology or the free market, also had strong political origins. The development of the networks themselves lies solely with political entities. Funding of technologies like the telegraph, telephone and eventually wireless television, come from groups and individuals with political power (Starr 2004).

NEWSPAPERS AND tHE SENSAtIONAl NAtuRE Of NEWS AND HEADlINES

Years before the American Civil War began journals, pamphlets, and story books sensationalized and dramatized the exploration and expansion westward. Glorification of pioneers and criminals alike, fueled a fascination with the west that lasted well into the beginning of cinematography and the birth of movies. Gunfighters, bandits, lawmen and the sort found themselves in many front-page headlines of eastern newsprint. The high risk and dangerous nature of the west was sensationalized, fictionalized and used to create profit for the early producers of media (Brown 1986). While debate over journalistic standards began around the same time, the development of the Society of Professional Journalists did not occur until 1901; and the formation of the Society did little to change media practices of the day (Brown 1986). Throughout the early part of twentieth century, technology expanded from the telegraph to radio and then to film. After the end of the first World War, no one could have predicted that most of the twentieth century would be one of exponential technological development. However, by the beginning of the second World War, the United States would have a leading grasp on the influence that film and media could have on public opinion, and more importantly to those leading the war effort and public morale. The relationship between political entities and the media is most evident during the period surrounding World War II. Never before, nor after, have the goals of both the government and the media seemed to coincide so succinctly. The use of political messages in the media, to create nationalistic feelings and support for the war effort was widespread in both allied and axis states (Davies 2006). The decline of the newspaper in post war America was in


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part due to the increased use of radio and television. By 1965, former subscribers had many different alternatives to the traditional daily newspaper (Meyer 2004). During the late 1960s and throughout the Vietnam War, the media tried to transform itself to suit American sentiment, but cultural clashes and national divisions created niches in the news market. Sensational headlines in both newsprint and video 10 dominated the daily news and evening broadcast news. Nick Ut, working for the associated press as a reporter, covered the napalm bombing at Mai Lai. Ut captured a photo of a burned child running down the street. J. M. Hamilton and George A. Krimiski in their 1996 book, Hold the Press! describes the dilemma editors have when determining whether or not to use sensational leads or images, when faced with the decision to publish the Mai Lai tragedy photos. Ut’s photo showed full frontal nudity, as well as the charcoaled and burnt skin of a little girl. Editors believed that this type of photo would upset and even outrage many readers, who would have considered it inappropriate for public consumption. The editors decided to print the picture. In the case of Nick Ut, the picture won a Pulitzer, and became one of the primary images of the war (Hamilton and Krimsky 1996). Sensational information potentially increases sales, and informs the public, but may come with some ethical considerations, but even fears of a public backlash rarely stop editors from publishing horrific or grotesque images or stories. War is a common area of sensational studies. Andrew Blake’s 2009 work examines news coverage of the September 11, 2001, terrorist attack and the media “frenzy” and “speculation” that followed. Blake examines the use of wartime rhetoric, and sensationalism during the first years of the War’s in Afghanistan and Iraq. Blake shows how sensational stories of journalist beheadings, casualty and bombing reports and other sensational stories remained dominant in coverage for years. While appearances of government and military media blitz’s in the form of briefings and press releases declined quickly in the first year. It is the non-sensational nature of military briefings, which supports the statement that non-sensational stories will not be reported on as often, and therefore the saliency of public opinion, in those perspectives will low. Having discussed a brief history of the media, as well as some of the financial reasoning behind the focus on sensational, it is equally important to explore in more detail the role that individual socio-political agendas have upon this process. It is during the prioritization of news, that some events are overlooked or bypassed, and when editors add emphasis to support their political agendas. Some stories are bypassed either because they are deemed not relevant or unimportant. More importantly, some stories may be sidelined 11 because the story may support causes or opinions contrary to the editors opinions (Karolides 2006). Further, the prioritizing of stories applies even more to the front-page of a paper, where only the most dramatic and

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sensational or special of events is reported (Caldwell 1932; Hodgson 1993).

HEADlINES AND POlItICAl CHANgE: A CASE StuDYMark Neuzil in his book, Mass Media and Environmental Conflict (1996), describes how sensationalism and sensational events affect change in political thought and policy. This is directly relevant because this case involves all of the factors we have discussed, the 12 role of editors and elites, sensationalism in headlines and a change in public opinions that led to policy changes in government. As the United States was developing through the industrial revolution, factories and industries were booming. So were the environmental impacts on the people and the environment. While people at that time may have worried and wondered about the effects of the chemicals and pollution coming from the many factories, there was no consensus for change, no prevalent public consciousness. Neuzil points directly to the sensational nature of industrial tragedies, and the sensationalism in newspapers that brought to the surface a new awareness or “idea” of environmental issues. These opinions were a result or a byproduct of the industrial revolution, and were becoming a dominate issue in many local communities but had not manifiested as a solid national sentiment. Workplace issues and safety concerns increasingly dominated industrial workers concerns and politicians and media moguls tried to tap into this public sentiment. In a period historians refer to as the Muckraker period, of the late 1800s and early 1900s politicians began to realize the media was their best tool against opponents. The earliest of these mudslinging contests were based on issues surrounding the industrial changes most everyone was experiencing. Neuzil states that it was the highly dramatic nature of headlines that sparked public outrage, and was the precursor to change. Headlines that depicted the death of women workers in the factory, headlines that told of children sick and dying from factory byproducts and headlines that pointed to the rich and privileged owners of companies as the culprits of these tragedies. Neuzil discusses how several key elites of the media and interest group societies join in alliances that stimulated a change in American consciousness. Neuzil studies seven cases involving an idea of the environment. The role of the media elite, well connected and influential people working together with specialized interest groups that eventually lead to change. The development of Yosemite as a National Park, the case of the Radium Girls, the San Francisco Damn Project, the ethyl leaded gas debate and the dramatic events of killer smog in Dora Pennsylvania were all cases that shared similar influencing factors, like the 13 involvement of the media, elites, and interest groups; however, it is these individuals and interest groups ability to use sympathetic stories, editorials and rhetoric to seduce the public into supporting their points of views, that proved the most important aspect of political change in


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the formation of an political- environmental movement. Neuzil points out that the sensational nature of the stories, the emphasis on dramatic events, the strife and suffering of persons just like the average reader that initially allowed for change to occur, even if that change took a substantial amount of time. Of the cases that Neuzil explored, it is the case of the “The Radium Girls” that sheds light on the power that editors have to shape headlines and how headlines stimulated public interest. Editors in conjunction with other groups who shared a “vested interest” or agenda used money and connections to create a change in public opinion. In the case of the “Radium Girls verse Standard Oil”, it is the sensational nature of women dying from unknown causes that first enticed readers. Eventually, all of the women in the case had died or suffered years of illness before their deaths; historians agree that this case demonstrates how the media could inform citizens whose opinions did effect change.

tHE WHIMSICAl NAtuRE Of tHE PuBlIC: A HIStORICAl REVIEW

Samuel Popkin in his work, The Reasoning Voter (1994), examines more closely the mythic idea that the American public is whimsical and quick to change their minds starting with a review of the Federalist arguments about the public, and public opinions. Since the end of the American Revolution, and throughout the development of the U.S. Constitution, arguments over how to structure the new government raged furiously. One argument that is at the center of the debate is the belief that the public was unable to wisely choose or understand government policy, and generally speaking questioned the average person’s knowledge and understanding of what a society needed from finance and law to political and international affairs. The Federalists, primarily Alexander Hamilton, James Madison and John Jay generally felt that the new American public were easily misled and subject more to passion than to logical reasoning (Campbell 1960; Popkin 1994) . This belief would support the argument that sensational stories would easily and quickly affect the reader and thus the voter. The Federalists, therefore, believed that it was their role as elected officials to choose policies for their whimsical publics (Page and Shapiro 1992).

MYtH Of CAPRICIOuS CHANgEPolitical science is concerned with the public’s policy preferences and how change occurs. Do the voting public suddenly change their voting habits? Does public opinion affect the behavior of politicians? Are the voters that read sensational headlines whimsical and quick to change, or do these readers rely first and foremost on their party affiliations when forming an opinion? Change did not occur overnight or

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even quickly in the before mentioned cases; in the ethyl leaded gasoline debate, it would take nearly a hundred years before actual legislation would end the use of leaded gasoline. Page and Shapiro (1992) in their book, The 17 Rational Public: 50 Years of trends in American policy preferences, examine the last century of political thought and theories surrounding public opinion and voter motivations. Page and Shapiro (1992) address what they call the “Myth of Capricious Change”, a myth that sustained the belief that the public was subject to frequent, rapidly and arbitrary shifts in policy stance. Shapiro and Page offer that while short term fluctuations may seem arbitrary, in longitudinal studies these fluctuations become a stable baseline of American public opinion. Page and Shapiro (1992) collected as much data as they could in an attempt to compile the most comprehensive and long term study ever conducted. They collected data from thousands of surveys conducted by different agencies nationwide. While they could not get every possible survey ever conducted, they did manage to compile the largest study of its kind when it was published. They searched the surveys to find any questions that were repeated, similar or the same “word for word”. From a pool of 10,000 research questions they chose about 1128 questions to from which they could derive concise data. The question taken from five large organizations dealt with and covered the entire American political arena. They would measure the amount of change by a percentage of 6%, and 173 questions we classified as a subset because they were repeated the most often, they could see if opinion fluctuated significantly back and forth in the short term. The results showed that in the 1128 questions repeated there “was no significant opinion change at all: this is, no change of 6% or more” (Page and Shapiro 1992). This suggestion that opinions change little would seem to undermine Neuzil’s position; however, there are still opposing views on the role and formation of public opinion.

MODERN VIEWS Of INfORMAtIONInformation is a key component in two primary theories of political science: public opinion and decision making. However, between these two different realms of political science there is little agreement. There are four primary theories on how decisions are made. Public opinion is torn between two schools of thought, one being that public opinion has little effect on politicians or policy, and a second that believes the opposite. The only common denominator among these competing theories is the importance of information 18 including misinformation. In the last twenty-five years many refinements have been applied to these theories. While there is still some debate, and skeptics still stand firm, much consensus has been achieved. It is generally agreed that opinions are formed with the acquisition of


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new information or experience and then a preference or decision is made (Campbell 1981; Key 1961; Oskamp and Shultz 2005; Popkin 1994). There are according to Richard Lau and David Redlawsk in their 2006 book, How Voters Decide, there are four main models describing voting behavior (see Figure 2). The first model is that of “Rational Choice” based on maximum self-utility in which information is actively sought out until the cost of seeking new information is too high. The second model is the Columbia schools model proposed by Shapiro and Page, based on early socialization and “Cognitive Consistency”, in which information comes primarily from the media and is weighed with previous biases acquired earlier in life. In the third model, labeled “Fast and Frugal,” individuals only seek out a little information for which they really care and ignore everything else. The fourth of these models is “Bounded Rationality” in which individuals only seek out as much information as they need and use cognitive shortcuts and decision heuristics to make decisions. Each of these models could include headlines as a source of information, regardless of how that information is cognitively processed or how it pertains to voting decisions (Lau and Redlawsk 2006). It is the common assumption of all four models that individuals receive information that they use to make decisions; individuals either seek out information or receive information passively. It is here that the relevance of headlines in political research is most clear. Headlines are the shortest form of information acquisition for voters. Additionally, headlines most often come in a form that is less than a complete sentence. This only amplifies the number of meanings readers can ascertain form any given headline. Headlines can be consumed with just a glance, and as was discussed by Blake in “Media Generated Shortcuts” (2009), many readers do not read the article itself. Many readers browse headlines and use limited information heuristics in the formation of an opinion. The models above demonstrate the importance of headlines as information and validate a political exploration into the content of headlines

tHE RIgHt tO SEll OR tHE RIgHt tO tEll? : A CAll fOR SOCIAl RESPONSIBIlItY

The social responsibility theory is one of the normative theories that came on the heels ofyellow journalism–the practice of sensational journalism, by the twentieth century.Historically, this theorywas borne out of the belief that the press had abused theextremefreedom it had been enjoying forcenturiesunder the libertarian theory. This theoryadvocates that mediapractitionersshould be free to perform their journalisticduties, butthatthisfreedom should beexercisedwith responsibility. Moreover,part of the basictenets of this theory is that the press should put in place certain laid down

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self-regulatory measures thatshouldguide them. This is clearly where the notion of ethics in journalismcame about.

Today, over a century later, the press forwhich this theory was propounded to helpguideitsprofessionalpractice, is arguably reverting back to that same factor thatnecessitated the social responsibility theory in the first instance.Perhaps, the in-thingisnow what scholars call “market-drivenor commercial media” (Yadav, 2011, Kleemans&Hendricks, 2009, Omenugha& Oji, 2008, Sparks and Tulloch). The media today facemany pressures from various fronts including governments, businesses, and advertisersaswell as modern and selfish motives, social and cultural interests. This commercialjournalism gives priority tonews itemsalong withirrelevant,luridphotos that attractmass audiences like entertainment whiledownplayinginformation.This is becauseentertainment and sports articles can attract big audiences that the newspaper needs tosell to advertisers. Advertisers are important because they provide financial support to thenewspaper. In India, a socially responsiblemedia that knows thatpublic information is necessary not only for citizens to makerationaldecisions butthat it is needed alsotospureconomic andsocial development, isan urgent need.The journalists should refrain from publishinginaccurate and misleading information and must strive to separate facts from conjectureand comment.

CONCluSIONNo matter the reasons for sensationalizing news, no matter who takes the blame in theblame game, the issue of sensationalism cannot be discussed without taking into accountthe views currentlygathering momentum that news is a construction; a frame, packagedby newsproducersandjournaliststoadvanceonekindofinterestandanotheroroneideologyorthe other. In all these, the issue of ethics which from allknowledgeandunderstanding is and should be mediapractitioners’ way of judging the rightness orwrongness of any journalistic action or performance, is at greater stake here.

It appears that levels of sensationalism have not decreased since Caldwell’s 1932 study of metropolitan newspapers. In fact this study would seem to suggest that the use of sensationalism has increased in the last 80 years. With the development of the Internet, smart phones and other electronic resources, the competition for readers or content consumers will undoubtedly increase. If trends continue levels of exaggeration and sensationalism will more than likely flourish. As competition increases and the business information of changes it will be increasingly difficult for researchers to have cheap and easy access to historical images and content, not just of newspapers but of other forms of media.


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REfERENCES1. Bernard, H. Russell. 2010. Social Research Methods: Quantitative and Qualitative

Approaches. Beverly Hills: Sage2. Blake, Andrew L. 2009. “Media-Generated Shortcuts.”Ph.D. diss. McGill University.3. Brown, Richard D. 1986. Knowledge is Power, the Diffusion of Information in

America. New York: Oxford University Press4. Brunk, Max E. 1973. “The Anatomy of Consumerism.” Journal of Advertising5. Caldwell, Morris, G. 1932. “Sensational News in the Modern Metropolitan

Newspapers.” Journal of Criminal Law and Criminology 6. Campbell, Angus. 1960. The American Voter. New York: Wiley. 7. Campbell, Angus. 1981. Sense of Well-being in America: Recent Patterns and

Trends. New York: McGraw-Hill. Clark, Mary. 2002. In Search of Human Nature. New York: Routledge.

8. Cronkite, Walter. 2000. “On Media Responsibility.” In Media Wars, ed. Danny Schechter.Lanham, MD: Rowman& Littlefield, xii.

9. Davies, David R. 2006. The Postwar Decline of American Newspapers, 1945-1965: The History of American Journalism. Westport, CT: Praeger.

10. Garst, Robert E., and T. M. Bernstein. 1982. Headlines and Deadlines: A Manual. New York: Columbia Press.

11. Grabe, M.E., Zhou, S. & Barnett, B. (2001). Explicating sensationalism in TV news: Content and the bells and whistles of form. Journal of Broadcasting and Electronic Media.

12. ashington, L. (1999).Facts, fallacies and fears of Tabloidisatio n. USA Today Magazine, November 1999

13. Key, V.O. Jr. 1961. Public Opinion and American Democracy. New York: Alfred A Knopf.

14. Krippendorf, Claus. 1980. Content Analysis: An Introduction to Its Methodology. Beverly Hills: Sage.

15. Merriam-Webster’s Collegiate Dictionary.10th ed. 1998. Oxford Press16. Starr, Paul. 2004. The Creation of the Media: Political

Origins of Modern Communication. New York: Basic Books.

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Demonetization: Causes and Impact

DEMONEtIzAtION: CAuSES AND IMPACt

Demonetization is the act of stripping a currency unit of its status as legal tender. When any Government withdraws the legal tender rights of any currency, it is known as demonetization. In India the currency has been demonetized thrice. The first demonetization was took place on 12th January 1946(Saturday), second on 16th January 1978(Monday) and the third and the recent was on 8th November 2016(Tuesday) when our Prime Minister Mr. Narendra Modi announced it live on television at 8 PM that Rs. 500 and Rs. 1000 banknotes would be withdrawn from the economic system. This is among the most rare bold economic policy decision after independence that affected every single person of India is it a Politician, Businessman, Bureaucrat, labourer, housewife, child etc. This paper aims to have a clear understanding of what has led to the largest financial reform-Demonetization that the country has seen in the last decade. And It also highlights the probable consequences of this decision on various economic variables and entities.

Keywords : Currency, Demonetization, Indian Economy, Cashless Transaction, Digital Economy & Government.

abstract

HIMANSHuStudent, M. Com, Delhi University

E-MAIL- [email protected],

MANSIStudent, M. Com, Delhi UniversityE-MAIL- [email protected],

INtRODuCtIONDemonetization is an act of taking away the legal tender rights of any currency. The units of currency will not be considered as valid currency. Demonetization is a necessary condition for changing the old currency with the new units of money. It may involve the introduction of new notes or coins of the same denomination or completely new denomination. During the implementation of this policy, the currency unit that has lost its status as a legal tender is deposited with the banks or other authorized financial institutions and replaced with units that have legal tender status. Demonetization for us means that Reserve Bank of India has withdrawn the old Rs 500 and Rs 1000 notes as an official mode of payment. This measure has been taken by the PM in an attempt to address the issues like:

•For reduction of corruption •For making black money worthless,


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•Tackling of counterfeiting Indian currency notes, •For controlling inflation •For discouraging cash transactions •For curbing of terror financing with the fake currency notes •For stopping the funding of terrorism Developing country like India has to find out the solution to come out of the problems like this for the betterment of the country. This move is expected to cleanse the formal economic system and discard black money for the same. Despite of being such a bold measure, it faced certain issues and challenges due to our system being not up to date and not prepared for such an advance move. The scope of study is limited to creating an extensive focus on some major sectors affected by the demonetization move.

OBJECtIVES1. To build a general understanding regarding Demonetization. 2. To analyze and find out whether government objectives of demonetization has

been fulfilled. 3. To analyze the current and immediate impact of Demonetization on Indian economy. 4. To study the sector-wise impact of Demonetization. 5. To workout the probable consequences of the demonetization.

lItERAtuRE REVIEW • The research paper titled ‘Cash and the Economy: Evidence from India’s

Demonetization’. published by US-based National Bureau of Economic Research (NBER) and its co-authors include economist Prachi Mishra, who had headed the strategic research unit at the RBI, Abhinav Narayanan, manager-research at RBI, and Harvard professor gabriel Chodorow-Reich is the lead author, Said that “Our results imply that Demonetization lowered the growth rate of economic activity by at least 2 percentage points in the quarter of Demonetization,”

• According to a research paper co-authored by eminent economist gita gopinath explained that the government’s note ban decision shaved off economic growth by at least 2 percentage points for the October-December quarter of 2016 in which the Demonetization move was affected

• Dr. Manmohan Singh (2016): confronted that this step of present government to demonetise the currency will create disorder in lives of millions of poor people as cash is the base of their livelihood.

• Kavita Chacko, senior economist with Care ratings agency, says: “Demonetization led to disruptions in economic and industrial activity. The lower domestic GDP

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growth in the past two years is largely on account of Demonetization and GST implementation led turbulence.”

• Praveen Khandelwal, secretary general of the Confederation of All India Traders (CAIT), said: “In the first four months after Demonetization, business was down by as much as 50% for small traders. It took about six months for the situation, currency flow and business to normalize.”

• the 2018 Economic Survey suggests that Demonetization has helped increase India’s tax base, in terms of taxpayers, and this may have played some role in the increase in the tax-to-GDP ratio over the last two years.

• Anumeha Chaturvedi (2016) quoted that the Government decision is aimed at reducing corruption, terrorism, black money and counterfeit notes. The move will create problems for the travel and hospitality sector, luxury brands, already reeling under slowing sales and tighter income tax regulations, may face more problems

• Prabhurajan. B. S (2016), stated in his article that the number of people going to restaurants has declined largely & the hotel industry here feels to improve at least mid-December. The hospitality sector’s earning had seen a continual fall since September and it is drastically declining. Despite the fall in revenue the costs-involved in running hotels & restaurants has remained the same.

• Mandeep lamba, Managing Director –Hotel, JLL India quoted, over the short and medium terms, the demonetization drive will have varied effects on the many sections of the hospitality industry in the country, but in the long term will positively impact the growth of the hospitality sector.

• govind Rajan, CEO of FreeCharge- echoed, The RBI has made it easier for users to use their credit / debit cards for online transactions below Rs 2000 without second authentication. “This will improve success rate of online transactions, which will grow both online commerce and cashless payments in India.”

• Shah, Ayash Yousuf (2017) stated that Demonetization is one of the major steps in fighting against corruption, black money and terror funding. However, this decision was taken without proper preparation and it adversely impacted the public. Without printing enough new currency notes 86% of the currency notes are withdrawn thrashing all market transactions. Only common people had to face problems exchanging their notes, not the people who were targeted. With an intention to rid the country of black money and dig out tax defaulters and black money holders, the government has taken the step to demonetised Rs 500 and Rs 1000 notes. The sudden announcement of Demonetization and failing to plan properly has created chaos among the general public. Common


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people are facing problems buying with no money in their hands, wasting their time standing in endless queues could have easily been avoided with advance planning.

• Abhani Dhara K. (2017) posts that this Demonetization is proving to be more successful than the previous two. The era is changing. People are using online banking as a mode of payment. Bank employees are giving their best to make the Demonetization a successful one. Their support matters a lot. Though the Demonetization move has failed to grab total black money in the economy, this has at least created fear in the minds of people holding black money. He concluded that Demonetization was a compulsory step to tackle the problem of black money, terrorism and nexalism in the country.

RESEARCH MEtHODOlOgYThe paper presents an empirical and meticulous aspect of ‘Demonetization’ initiative. Secondary data from different sources like journals, books, magazines, Census India, Government and RBI reports, surveys and websites have been taken to support the points.

Impact Of Demonetization : Indian economy is largely cash driven economy with more than 90% transactions taking place in cash and remaining 10% in digital. Sweeping away of 86% cash in circulation all of a sudden from the economy has to have lots of effect on the economy. Demonetization has impacted Indian society like no other event in the country’s financial history. There are various major sectors on which there is a close impact which are as follows:-

Black Money : Demonetization was a bold and revolutionary action taken by the government of India to curb black money. Studies have pointed out that very little black money was caught. On August 30, 2017, the Reserve Bank of India released its report on Demonetization. The report said 99 per cent of the banned notes came back into the banking system. This belies the Government claims that Demonetization would flush out the black money and counterfeit currency. Claiming the Demonetization as a wrong decision, as 99 per cent currency is back in the system, it points to one of the two things - Either the black money held in cash was very low, or the government could not implement the demonetization efficiently due to which all the black money held in Rs. 500 and Rs. 1000 bank notes laundered back to the banking system. The only positive impact we can see on Black money is that public mentality has been changed now as people are less likely to keep cash with them.

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fake Currency : Fake notes are used for various inflammatory activities such as drugs, smuggling of arms, spying and various other illegal traffic in India. Hence the circulation of fake notes is likely to cause harm to the society. Demonetization was a surgical attack on a fake currency circulating in the economy. The fake currencies with racketeers have been left in vain, and new currency notes with the high security makes the counterfeit impossible. Demonetization has converted those fake currency notes into a mere piece of papers.

Agriculture : Cash is a critical input in the agricultural production process as it is the primary mode of transaction in agriculture sector which contributes 15% to India’s total output and its unexpected shortage had an impact at many levels, including a dip in overall farm incomes as well as a slowdown in employment of labour. Further, Demonetization disrupted the supply chains; this sector has severely been impacted by huge wastage of perishables.

gross Domestic Product : The Indian economy is a cash-driven economy and demonetization has largely affected its growth. The withdrawal of highest currency notes reduces the growth rate of the economy. Barely six months after Demonetization, India’s Gross Domestic Product or GDP growth rate has slumped down to 6.1 per cent in the January-March period, lowest in more than two years. This growth rate was unexpected as the Central Statistics Office earlier in January had estimated 7.1 per cent growth as compared to the 7.6 per cent in 2015-16. With the March 2017 quarter report, India lost its status as the world’s fastest growing major economy.

Quantitative Analysis of the Impact of Demonetization on the Indian Economy


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terror funding : Demonetization aimed at rendering all fake notes of rupees 500 and 1000 useless and thus drastically affecting illegal funding of terror groups. The main source of Terror financing is through counterfeit currency. Withdrawing highest currency notes out of the economy will have a serious impact on the fake currency syndicates, thus putting an end to the terror funding in Jammu and Kashmir, Naxalite hit states and North-eastern states.

Banks : Banks have proved to be the backbone of this entire process of Demonetization and also the biggest beneficiaries. Demonetization has increased the deposits in Banks. Unaccounted money in the form of Rs.500 and Rs.1000 were flowing to the Banks and the sizes of deposits have been increased which ultimately led the banks to keep a major part of deposits in the form of cash deposits. After sharp rise in deposits post demonetization, banks started lending those surplus deposits to the RBI under the reverse repo option. PSU

Banks, particularly, deployed excess funds in government bonds. The return on bond investment is likely to add 15 to 20 per cent increase in the earnings of banks.

Inflation: Demonetization is a tool to battle Inflation. The RBI (Reserve Bank of India) considers the CPI (consumer price index) as its primary tool for measuring inflation. Prior to the RBI adopting the CPI in India, another measure of inflation—the WPI (wholesale price index)—was the key gauge of inflation and it’s still considered for reference. The RBI uses CPI growth targets while deciding its monetary policy. By January 2016, it was supposed to keep inflation below at the target of 6%, which it was able to maintain. Its next target is to keep inflation at or below the 5% by March 2017. After demonetization the consumer spending activity fell to a near halt. Consumers are refraining from making any purchases except essential items. Due to 86.4% of the value of the currency notes in circulation going out of the financial system and re-monetization being slow, the supply and demand of food items fell. It had exerted downward pressure on inflation.

Digital Economy: Absence of liquid cash has led the people to make transactions using cheques or account transfers. They have also switched to virtual wallets like Paytm which allows electronic transfer of money and all this may results in a digital economy where transactions are being recorded and the economy has more white money. This might increase the government’s tax revenue. The immediate impact of Demonetization is also visible in the national Capital where even small traders took to digital modes of payment including e-wallets. Tea sellers, vegetable vendors and neighbourhood grocery stores started accepting money through e-wallets after the government banned Rs 500 and Rs 1,000 notes, sweeping away 86 per cent of India’s total currency in circulation.

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Retail: Retail Sector in India has been emerging as the strongest pillars of its economy and accounts for about 14 to 15 percent of its GDP. Demonetization move has definitely impacted the India retail industry in the short term due to lack of liquidity in the economy. However, the impact is felt more by the small traders and the unorganized retailing segment like low-cost retailing than the organized retailers as they involve more in cash transaction. So, the percentage increase in sales during 9th Nov. to 10th Dec., 2016 was high in context to unorganized sector as they accepted the demonetized notes in exchange of goods than organized sector but After 10th Dec, 2016, When the Indian retail store had stopped the acceptance of demonetized notes of 500 and 1000 rupees notes and the supply of new currency was in scarcity. The sales had been affected due to the aforesaid reasons.

Hospitality And tourism: The tourism and hospitality sectors are intrinsically tied to the economic conditions of any country. The boost provided by the demonetization move to the macro economy of the country will effectively trickle down to the industry. The hospitality and the tourism markets are renowned for their ability to create a large number of direct and indirect jobs in the country. With the inability of customers / tourists to easily spend on frills due to lack of available currency, the unorganized industry will suffer the most in its ability to create new jobs.

Real Estate: Demonetization was a difficult move for many to deal with. However, it has greatly contributed in the standardisation of the pricing in the sector. Earlier, the seller and buyer used solid cash for a property transaction. Hence, there was a lack of transparency in the real estate market. But now, with the announcement of demonetization, it has created a major change in the whole process of money exchange. There is so much transparency now. From a developer standpoint it has immensely helped us in sourcing funding from the banks and we are assured that the source of our funding is genuine. Many people out there believe that Demonetization had an adverse effect on sales, but that’s not true. It was the negative sentiment that due to Demonetization the property costs will go down and that’s exactly what the people kept waiting for instead of investing. Beyond this it has also helped in creating a cleaner image for Real Estate.

Stock Market: The move has had a big impact on the stock markets. A lot of investors are withdrawing capital from stocks. Some because they are out of funds (since the currency they had at home no longer works) and other because they expect a crash. The nifty lost 5.49 percent to close at 8074 (469 points) while the Sensex lost 5.22 per cent (1440 points) to close at 26150.24.As the Demonetization


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drive entered the second week, the cash shrinkage continued across sectors such as realty, jewellery etc. The pull out by FIIs to the tune of over Rs. 10,000

The real impact of the demonetisation process is seen in mid and small sized stocks and some sectoral indices

CONCluSION Demonetization was a very right move taken by the MODI Government but the execution could have been better. The move was an effort to handle the threat of illegal money, corruption, terror funding and counterfeit currency. Although Demonetization has adversely impacted the businesses which are heavily cash dependent but this was what is called a surgical strike on black money as well as on fake currency and have an immediate impact. Most economists believed that this move is not sufficient and several other reforms like tax

reforms, real estate reforms etc need to be undertaken to curb the black money generation in the future and on the other hand Personal effect of demonetization on people at early stage was more towards the negative as Demonetization is followed by a liquidity crunch in the country but people are sensible enough to see the long term benefits behind the move and hence they have adjusted to the new system, and the another problem that was faced by the public was the new Rs. 2000 note. It was very difficult for public to make purchase using that note as no one had the change or no one was willing to give the change back to the customer. Hence, despite of having the new currency in the hands of the public, public was helpless for a while until the advent of Rs. 500 note. Since then, things started smoothening and most

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of the people are of opinion that the move was good but the implementation could have been better. The reason for that was may be very less people were involved in the planning committee of the move. Hence the move was a little short sighted. A fairly common conclusion is that it has created a sense of awareness amongst the people regarding black money and have also created a sense of fear in keeping with them money in the form of hard cash as well as Demonetization move has caused short term pains, but growth gains in long term.

REfERENCES 1. https://www.researchgate.net/publication/324952991 Impact of Demonetization

on Indian Economy A Critical Study2. http://www.mbauniverse.com/group-discussion/topic/business-economy/

Demonetization3. https://www.livemint.com/Politics/a0Fk7NwHWsKcxiu4A3i4tK/How-Demonetization-

has-impacted-key-sectors.html4. Dr. M. Chelladurai, D. V. (2016). Demonetization of Indian Currency and Its

impact on business environment. International Journal of Informative & Futuristic Research.

5. Dr. Partap Singh, V. S. (2016). Impact of Demonetization on Indian Economy. 3rd international Conference on recent innovations in science, technology, management and environment.


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StuDENtS’ PERCEPtIONS tOWARDS EffECtIVENESS Of INDuStRIAl

tRAININg PROgRAMS

The marketability of undergraduate and postgraduate students do not only depend on their scholastic or theoretical knowledge but it also depends on the professional skills they possess to meet the job requirement. The students gain theoretical knowledge from classrooms and practicable skills from other sources like live projects, industrial training, social gatherings, part time work experience, industrial visits etc,. The greatest level of employable skills, a students can obtain is through industrial training programme as it is carried out in commercial environment. The study is aimed at determining the perception of undergraduate and postgraduate students on the effectiveness of industrial training programme. The study is also discussed the problems faced by students during the industrial training programme and the possible improvement in training programme.

Keywords : Professional Skills, Employable Skills & Industrial Training.

abstract

SHWEtA DABASStudent, MBA, Amity School of Management

INtRODuCtIONAccording to Atkinson William internship is a stepping stone for a candidate who is looking for a job at entry level to the work environment. Internship provides opportunity to the interns to have a experience of working in the chosen field while completing their education. Internship is a part of education process that is undertaken by the students in their summer vacation. Students with completing their education get an opportunity to have an experience of working in a real professional environment with the industry professionals. Different job related skills are gained by students like soft skills and technical skills etc during their internship programs. Students also have an additional benefit that allows them to develop relations, connection and references with the professional of the industry and help them in creating better future employment opportunities.

For many professional jobs, internships are on the job training usually undertaken by college students during their undergraduate and postgraduate degree in their summer vacations or free time to have an exposure of real work in the organization. An organization offers a period of work experience to the students for a certain time

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Students’ Perceptions Towards Effectiveness of Industrial Training Programs

period. Internships are undertaken by undergraduates and postgraduates students to gain skills and increase knowledge in a particular field of their choice. Employers are benefited from this internship program as they recruit the best interns, who have capabilities related to the field, thus cutting cost of advertisement, recruitment and selection.

Internships can be of different types: paid internship, unpaid internship, partially paid internship, full time internship, part-time internship. Paid internships are usually in medical and health science field, law and politics, engineering, banking and finance,hospitality and tourism, media whereas unpaid internships are very common. Part time internships are usually undertaken during the academic year whereas full time internships are undertaken in summer vacations. The duration of internship is usually between one month and four month but it can be shorter or longer according to organization requirement. Internship provides students the real experience that cannot be learned by students in a classroom setting. Internship helps students with overall development. Internship helps in improving oral and written communication skills of the student, helps in improving management skills, helps in better time management and better project management skills. Internship training in the corporate has a main objective of making students familiar with the complication of the work practices.

Internship program are undertaken by students in universities whether undergraduate or postgraduate as industrial internship programs are considered as a important part of academics. Internship program help students in numerous ways. Internship aims at providing practical training to students within a specific timeframe. Internship provides great opportunity to students for self exposure in an actual work environment. It connects the student theoretical knowledge and the practical knowledge and skills gained from internship. In order to maintain organization standards and to minimize training expenses, employer always prefers hiring people with prior knowledge and skills. The level of flexibility and adaptability towards working environment would be high in the students who have undergone an internship program as compared to the students who do not have any exposure or practical experience of the corporate. Internship can be considered as a very helpful tool in increasing job opportunities for the students. Internship provides opportunity to students to have a real work experience whereas employer can take advantage of the internship and can identify the potential employees for the organization. Internship also provides opportunity to the educator to identify gaps between the courses offered and the practical experience gained by students through feedback. Identification of gap would help educator in understanding the industry needs. The trainees who performed extraordinarily


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are identified by the organization and they are absorbed for the employment. The students identify the opportunity and try to impress the employer by their excellent performance during the internship. The institutions and industry people are eager to sign a memorandum of understanding as it is beneficial for both the parties. The internship is important for educational institutes as it help in promotion of their students and their program. The educational institutes give importance to internship program so that students can gain employability skills during their internship program. Industry people give importance to internship because they are keen in on-campus selection of students as it helps them in cutting advertisement costs, recruitment costs and training costs. Internship program creates a win-win situation for students, educational institutes and industry.

OBJECtIVES Of tHE StuDY1. To study the students perception on effectiveness of industrial internship programs.2. To identify students satisfaction level and learning from internship program.

3. To identify the level of knowledge and skill enhancement of students in job market.

lItERAtuRE REVIEWWalk and Pike (1989) noted that the students are not only responsible to perform the work of an employee in an organisation but they also learn the structure of industry operation and relate it with the classroom learning.

Nelson(1994) suggested that through internship the students are more likely to discover future career and they can add familiarity of details .

tobias (1996) suggests that the well-formed internships program do not play a vital role in student growth only but it also helps the educators and industry people to find out the needs that can not be fulfilled by the educational programme.

Wolff (1997) states that the internships that are specialised in nature instead of general internships are considered as the most appropriate way for the students to learn and develop new skills in the area of interest.

lerner(1998) states that the students increase their potential to have a successful career by gaining knowledge in the area of profession of their interest. The valuable aspects of internships according to the educators for students are the skill improvement and real life experience students have during their internship.

Busby (2000) identified the main aims of students behind the internship as: A) To gain a real experience of employment and accept the responsibilities of task

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completion and supervision of others, where appropriate. B) To obtain vision of management and management methods. C) To boost self-confidence and gain greater maturity. D) To be involved in recognition and solution of problems. Oliver (2000) states that the shorter duration of internship never lets the intern become a fully functional employee as they have the shortage of time to learn.Cook, Parker and Pettijohn(2004) conducted their study on 351 students who have done their internship, one third of the total population show that they could not connect the classroom learning with what they were discovering in their internships. Their study also supports that the opportunity to work with professionals was offered to the students in their desired field and to examine the processes of industry that they are considering for their career.Mihail(2006) identifies in study that the period of internship prefered by interns is more than three months and majority of interns wants their internship to range between six to nine months. This shows that interns are eager to have a longer duration internship where they can learn more in duration of six months instead of three months.

RESEARCH MEtHODOlOgYInternship provides students with the training that can help them in better future job performance. Training which is being provided to the interns during their internship duration helps them in enhancing their skills and knowledge which helps them in performing with excellence. During this research an attempt had been made to evaluate the student’s perception towards internship effectiveness.

Research design: The research is descriptive and analytical in nature. The study was conducted by collecting responses from students who have already undergone internship programs.

Source of data: The data used in the research is primary data and secondary data. For primary data collection, a questionnaire was prepared and the questionnaire was focused on measuring interns’ self assessment of knowledge and skills after internship. The questionnaire was sent through email and a whatsapp link was also used. The students responses was measured through Likert scale of five points with 1=stronglydisagree,2=disagree,3=neutral,4=agree,5=strongly.Forsecondarydatacollection various research papers, management journals were used.

Sample size: A total of 200 students (undergraduates and postgraduates) from different universities participated in the survey. The universities organized internship for 6 weeks to 8 weeks for the students as a part of their curriculum


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Approach of the research: Survey approach was used in the research on student’s perception on effectiveness of industrial internship programs.

Sampling plan: Targeted population: College students with internship experience

Sampling unit: 200 students from different colleges in Delhi-NCR

Statistical tool: In this research, the data was being analyzed with the help of IBM SPSS. This study has three objectives and the objectives are analyzed and supported through descriptive analysis.

DAtA INtERPREtAtIONThe result of this study is categorized into two main categories which are demographics of the respondents, student’s satisfaction level and knowledge and skill enhancement during internship program. The details are as below:

a) Demographic BackgroundFrequency Table1. AgE

table 1 Age

Frequency Percent Valid Percent Cumulative Percent

Valid 17-20 19 9.5 9.5 9.520-23 103 51.5 51.5 61.023-26 72 36.0 36.0 97.026 and above 6 3.0 3.0 100.0Total 200 100.0 100.0

As shown in table 1 majority of the respondents with 51.5% who have done their internships during their undergraduate or postgraduate are falling in age group 2 i.e 20-23 and the second age group with 36% of the respondents fall under age group of 23-26.

2. gENDERtable 2 gender

Frequency Percent Valid Percent Cumulative Percent

Valid Male 89 44.5 44.5 44.5Female 111 55.5 55.5 100.0Total 200 100.0 100.0

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Table 2 classifies the gender of respondents for the study 44% of the respondents are male wheres other 55% female

3. EDuCAtIONAl QuAlIfICAtIONtable 3 Educational Qualification

frequency Percent Valid Percent

Cumulative Percent

Valid undergraduate 95 47.5 47.5 47.5postgraduate 105 52.5 52.5 100.0Total 200 100.0 100.0

Table 3 classifies the respondents according to their educational qualification 47.5% of the respondents are pursuing or have completed their under graduation and 52.5% of the respondents are pursuing or have completed their post graduation.

4. SAtISfACtION lEVEl Of INtERNS IN INtERNSHIP PROgRAMtable 4 level of Satisfaction of Interns

N Minimum Maximum Mean Std. Deviation

Internship provided workplace skills and knowledge

200 2 5 4.03 .847

Internship provided opportunity to link theoretical knowledge and practical experience

200 1 5 3.60 1.022

Internship provided confidence on my future job opportunity

200 1 5 3.66 1.086

The six weeks industrial internship was sufficient to learn employability skills

200 1 5 3.24 1.257

Internship helped in knowing that the academic study and workplace expectation differs

200 1 5 3.71 1.151

Internship helped in analyzing information before making decision

200 1 5 3.67 1.103

Students believed that academic learning helped them in internship period

200 1 5 3.53 1.173

Students believed there is need of more knowledge and skills for employment in job market

200 1 5 3.69 1.209

Internship provide students experience to set up their own business in future

200 1 5 3.61 1.231

Internship helps students in practicing teamwork and time management

200 1 5 3.75 1.172


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I have acquired knowledge from job duties I performed

200 1 5 3.61 1.247

I have broadened my critical thinking skills 200 1 5 3.64 1.264I felt my classroom impact was enriched 200 1 5 3.66 1.149I have the ability to connect academic knowledge to real world

200 1 5 3.72 1.157

I have developed specialised technical skills for a specific job function

200 1 5 3.60 1.165

I broadeed future employability possibility 200 1 5 3.55 1.295I received an opportunity to explore a specific career

200 1 5 3.67 1.212

I developed realistic idea about work load 200 1 5 3.70 1.200I narrowed my future possible career choices 200 1 5 3.62 1.146Valid N (listwise) 200

Table 4 shows the mean score of the statements to know whether students have positive perception towards industrial training program and the respondents view in the survey ranges between ‘strongly agree and strongly disagree’ with the highest mean score 4.03 and the lowest is 3.24 and 5 items can be observed with score more than 3.6 which depicts the good perception of students towards internship effectiveness. Students believed that internship program helped them in attaining workplace knowledge and skills, internship gives students a reality check on how academic study and workplace expectations differs hugely, internship program also help students in practicing teamwork and time management, internship is effective in giving a realistic idea about corporate work load to the students and it also helped them in connecting academic knowledge to the real world. Internship help students in analyzing information before making any decision hence improving their decision making ability. Internship also helped students in broadening their critical thinking ability. Students have also developed specialized skills while performing tasks during their internship program.

fINDINg AND INtERPREtAtIONThe findings of the research are:

1. The first finding of the research is that out of 200 respondents 78 students (39% of the respondents) agree to the statement that internship provided them workplace skills and knowledge and 67 students (33.5% of the respondents) strongly agree to the gaining of workplace skills and knowledge through internship.

2. The next finding talks about the opportunity provided by internship to link theoretical knowledge and practical experience, 82 students ( 41% of the respondents)

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agrees to the opportunity being provided by internship to link their theoretical knowledge and practical experience and 39 students (19.5% of the respondents) strongly agree to the same.

3. The next finding of the study talks about the confidence gained by students on their future job opportunity 82 students ( 41% of the respondents) agrees that the internship provided confidence on their future job opportunity.

4. The next finding talks about the duration of internship where 61 students (30.5% of the respondents) disagree to the statement stating that six week industrial internship program was sufficient for them to learn employability skills. The duration of the internship must be longer than six week so that students can learn skills in a better way.

5. The next finding of the study is all about the knowledge of the students, 70 students (35% of the respondents) agrees to the statement that internship helped them in knowing that the academic study and workplace expectations differs hugely.

6. The next finding of the study is about the decision making ability of the students, 80 students (20% of the respondents) agrees to the statement that internship helped them in analyzing information before making any decision therefore enhancing their decision making ability.

7. The next finding talks about the students having belief in that academic learning helped them in internship period 63 students( 31.5% of the respondents) agrees to the statement.

8. The next finding talks about the need of skills and knowledge, 66 students (33% of the respondents) strongly agrees to the statement that there is need of more skills and knowledge for employment in job market.

9. The next finding talks about the experience gained through internship, 71 students (35.5% of the respondents) agrees to the statement that internship helped them in gaining experience to set up their own business in near future.

10. The next finding of the study talks about the teamwork and time management, 68 students

11. ( 34% of the respondents) agrees to the statement that the internship helped students in practicing teamwork and time management

12. The next finding of the study talks about acquisition of knowledge, 72 students (36% of the respondents) agrees to the statement that during internship they have acquired knowledge from the tasks they performed.


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13. The next finding of the study is related to the students critical thinking, 65 students (32.5% of the respondents) agrees to the statement that internship helped them in enhancing their critical thinking ability.

14. The next finding talks about the internship effect on classroom impact of the students, 68 students (34% of the respondents) believed that their classroom impact was enriched through industrial internship program.

15. The next finding talks about students ability to connect to real world, 67 students (33.5% of the respondents) agrees to the statement that they were able to connect their academic knowledge to the real world.

16. The next finding of the study talks about specialised skills, 82 students (41% of the respondents) agrees to the statement that they have developed specialised technical skills for a specific job function during their internship program.

17. The next finding talks about employability possibility, 62 students (31% of the respondents) agrees to the statement that their future employability possibility is broadened through internship.

18. The next finding talks about career exploration, 68 students (34% of the respondents) agree that internship provide them opportunity to explore a specific career and to be sure about their career path.

19. The next finding talks about the idea of workload in corporate, 64 students (32% of the respondents) agrees to the statement that students have gained a realistic idea about workload in corporate during internship.

20. The next finding talks about the career choice, 62 students (31% of the respondents) believed that they have narrowed down their future possible career choices through internship.

CONCluSIONThe industrial internship programs are structured learning experience where students gets opportunity to gain practical knowledge and skills. Industrial internship programs are now a part of curriculum to provide students better employability skills to increase their job opportunities in the industry. This study shows that students gain confidence on their future job opportunities, internship helped them in narrowing down their future possible career choices, students have gained a realistic idea about workload in corporate during internship, internship provide students the opportunity to explore a specific career and to be sure about their career path, internship helped them in enhancing their critical thinking ability also.

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Interns get first hand learning experience through internship. Internships bring out relatively permanent change in the students that helps them performing in a better and more professionally way on the job. The knowledge and skills for a particular job is enhanced during an internship program. Internship is considered as a practical education where the needed skills and knowledge for a job is acquired and sharpens by the interns.

Internship programs are not only beneficial to the students but also for the employer. Internship programs are sounder in the large organization because they have funds for interns and can make their internship paid whereas small organization may go for unpaid internships and students are more likely to go for paid internship over unpaid internship. Internship program provide employers a pool of future potential employees. Interns performances are evaluated after certain time period and the star performers are offered a full time employment before actual completion of their degree. When it comes to pre placement offers, internship programs diminishes the risk of discontented selection of employee as organization can pre-screen the interns and employees and interns have a clear prospect of each other.

REfERENCES1. Busby, g. (2003). Tourism degree internships: A longitudinal study. Journal

of vocational Education and Training.2. Cook, S. J., Parker, R. S., & Pettijohn, C. E. (2004). The perceptions of

interns: A longitudinal case study. Journal of Education for Business.3. lerner, M. R. (1988). Commentary: Internship assists college programs.

Community College Journalist. 4. Mihail, D.M., (2006) “Internships at Greece Universities: An exploratory study”,

Journal of Workplace Learning.5. Nelson, A.A. (1994). Hospitality internships: The effects of job dimensions and

supportive relationships on student satisfaction. (Doctoral dissertation, Wayne State University, 1994).

6. tobias, A. J. (1996). Internships, coop experience provide an edge. Electronic engineering.

7. Wolff, C. (1997). Reading, writing and arithmetic aren‘t enough. Lodging Hospitality

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IMPORtANt INfORMAtIONS1. Acceptance of the paper will be sent through e-mail.2. All decision regarding members of Editorial board or Associate Membership will rest with the Editors-in-Chief.3. Authors should submit their research paper/Article along with processing fee @ Rs.1000/- per author. They will receive a copy of the Journal. The editorial board has the power to wave the fee.4. Research Papers will be reviewed and published on the recommendations of

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For subscription, related enquiry and feedback, you can write to : Prof (Dr.) O. P. Yadav, Editor-in-Chief, “Researcher’s Voice, KRCHE, Narela, Delhi-110040. Email : [email protected]

for more information contact:Dr. Vandana gupta: 9899443696, Ms. Suman Dhankad: 9971310580, Ms. Parul Sharma: 9911486849 Mr. S.P. Singh: 8168204991, Ms. Dimple Arora: 9999027965

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Kasturi ram College of HigHer eduCation(under the aegis of Kasturi ram research Center for science and management)

a n i s o 9 0 0 1 : 2 0 1 5 C e r t i f i e d affiliated to ggsiP uniVersitY, delHi | aCCredited BY naaC

Campus : narela, delhi-110040 tel: 011-27787132e-mail: [email protected] Website : www.krcollege.in

(issn no. 2231-6310) | volume - 8, issue – 1, june 2018 ... · indian economy. 4. to know impact...

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