The book critically examines how visual culture, journalism, digital platforms, advertising, and storytelling shape public perception, social identities, political awareness, and cultural experiences across local and global contexts.
The book presents a diverse collection of scholarly studies that analyse contemporary issues in media and communication through critical, cultural, and technological perspectives. It includes discussions on cinematic representation, identity politics, visual symbolism, gender sensitivity, disability discourse, minority visibility, and digital culture. It investigates the role of films, advertisements, and news media in constructing social meanings and influencing audience behaviour, while others examine technological dependency, digital inequality, machine learning applications in journalism, and inclusive design practices in UI/UX. The volume also explores regional and global cultural narratives through studies on anime fandom, environmental justice movements, festival marketing, and diaspora representation. Combining theoretical frameworks with case-study-based analysis, the book demonstrates how media and communication practices continue to evolve alongside technological advancement, social transformation, and shifting cultural identities in the contemporary world.
This book is intended for researchers, academicians, postgraduate students, media professionals, and scholars in communication, journalism, film studies, cultural studies, advertising, literature, and digital media studies. It is especially valuable for readers interested in interdisciplinary approaches to media, identity, technology, and contemporary socio-cultural transformations.
Aby Augustine is an Associate Professor and Head of the Department of Media Studies at Kristu Jayanti (Deemed to be University), Bengaluru, with over 15 years of experience in media education and research. He specialises in advertising, film studies, photography, cinematography, graphic design, and audio-visual production, integrating creative practice with communication theory. He holds a PhD in Media Studies from Kuvempu University, has qualified the UGC-NET in Mass Communication and Journalism, and earned his Master’s degree from Mahatma Gandhi University, Kottayam. His research focuses on media effects, advertising strategies, and communication for social change, with his doctoral work examining the impact of road safety advertising on youth. He has published in areas such as advertising design, visual communication, and media literacy, and actively contributes through conferences and collaborative projects, while also engaging in curriculum development, media training, and student mentoring to promote experiential learning.
K. Nungshithoibi Singha is an Assistant Professor in the Department of Media Studies at Kristu Jayanti (Deemed to be University), Bengaluru, with more than 10 years of experience in teaching, mentoring, and academic research. Prior to joining academia, she worked with renowned global publishing houses such as Taylor & Francis, where she gained extensive experience in editorial and content development roles. Her academic and research interests encompass Advertising, Branding, Film Studies, Gender Studies, Digital Media and Media Literacy. Dr. Singha completed her doctoral research on Digital Literacy among Undergraduate Students from Select Universities in India, which examined the digital competencies, media engagement practices, and technological awareness of students in the evolving higher education landscape. Through her teaching and research, she continues to engage with emerging trends in media, communication, and digital culture.
Sreedevi VK is an Assistant Professor in the Department of Media Studies at Kristu Jayanti (Deemed to be University), Bengaluru, where she teaches courses in Communication Theories, Reporting and Editing, and Development Communication. Specializing in Communication and Media Studies, she is deeply interested in the intersection of media, society, and environmental sustainability. Her academic and research interests focus on eco-media, environmental communication, and the role of media in promoting awareness, behavioural change, and sustainable practices. Through her teaching and research, she explores how communication strategies and media platforms can contribute to environmental advocacy, public engagement, and the development of socially responsible and sustainable communities.
