JMC Study Hub has interacted with ‘Dr. Raghavendra Mishra’, Associate Professor, Department of Journalism and Mass Communication, Indira Gandhi National Tribal University, to know his experience in the Mass Communication field and to know the insights about the present scenario of the Industry.

Highlights of Interview

• Tips or techniques to crack the ‘UGC-NET JRF Exam’.
• Duties and responsibilities of a Newspaper Sub-Editor.
• About books like ‘Jansampark ki Sambhavnayen‘ and ‘Grameen Sanchar Ke Vividh Aayam‘.
• Status and trends of mass communication research in India.
• Tips or techniques for writing an effective research paper.
• Role of the media in promoting and reducing tobacco use.

Q. As you are JRF & SRF Awardee, Can you provide some tips or techniques to crack the ‘UGC-NET JRF Exam’ in Journalism and Mass communication? Can you also suggest some good books to score high?

Dr. Raghavendra: The structure, competition level, and seats for UGC NET/JRF are changing and increasing day by day. More analytical, logic based, and complex multiple-choice questions are coming in NET examinations. Generally, a successful answer to standard questions needs a thorough study of the course. A student should not think of short-cuts. He or she should focus to study quality content and should prepare himself or herself notes for objective questions. Communication Research, Digital media, professional practices have emerged as the choice of examiners in recent years so additional attention to such topics will benefit students more.

Q. You have worked as a sub-editor in Hindi daily ‘Aaj’. so, can you describe in brief about the duties and responsibilities of a Newspaper Sub-Editor?

Dr. Raghavendra: Sub-editor has been regarded as the unsung hero of the newspaper. In the traditional setup of the newsroom of newspapers sub-editor was the person who had shouldered responsibilities of making grammatical and content related corrections to make the copy fit for publication. Briefly called as a sub is responsible for the tone of the content and inclusion of house style. In the age of digital media also the role of sub-editor is redefined and extended. Now e-papers and news sites also require sub-editors for the same purpose. 

Q. As two of your books are ‘Jansampark ki Sambhavnayen’ and ‘Grameen Sanchar Ke Vividh Aayam’. Please tell us how these two books will help the students of Journalism and Mass Communication?

Dr. Raghavendra: The book ‘Jansampark ki Sambhawnayen’, that’s the first edition was published in the year 2016 and the second edition is in the progress, covers new areas of PR. Book has included event management, online PR, crisis management, HR, CSR, Business of PR in India, and the world along with other basic chapters which makes this book useful for everybody. The second book ‘Grameen Sanchar Ke Vividh Aayam’ is an edited book that has a collection of works of many authors and is helpful to understand rural communication and its various aspects.

Q. As you have published numerous research papers and articles. Can you discuss with us in brief about the status and trends of mass communication research in India?

Dr. Raghavendra: Mass Communication research in India has been established as the genuine and independent branch of study with scope for multidisciplinary analysis. Both academic and industrial branches of research are extensively producing enormous studies in the shape of reports, research papers, dissertations and Ph.D. works. Industrial research such as TRP, Advertising research, PR research, NRS, and IRS is now known for using rigorous methods for conducting their research. Now days understanding media and society relationship has become also very crucial, but unfortunately, this discipline does not have any specific funding agency which can understand its needs and fund for meaningful studies. 

Q. Can you provide us some tips or techniques for writing an effective research paper?

Dr. Raghavendra: Now, in the age of digital media one can find thousands of suggestions for writing a research paper. For writing a good research paper understanding of subject and observation skills of the researcher plays a decisive role. For a researcher of media studies, any set of data always developed with three dimensions; demographic, media usages, and the analysis of the interrelationship of variables. Media researchers should always keep in mind the requirements of media research, an extensive review of literature always helps, the methodological component should be clear and be suitable for the nature of the study, a researcher must be careful of plagiarism related issues also. Be cautious while using digital media resources and avoid using Wikipedia and blog information as an authentic source.  Rest structure and sequence guidelines are available for everybody.

Q. As you have been the principal investigator of the ICSSR-IMPRESS project on ‘Media and Tobacco Cessation’. So, can you please discuss with us in brief about the role of the media in promoting and reducing tobacco use?

Dr. Raghavendra: Mass Media has both positive and negative impacts on tobacco consumption habits. The media had been a great promoter of tobacco to establish it as part of social status and masculine style and authority. Ban imposed on any kind of publicity of tobacco products was the result of suggestions of research-based conclusions. Adequate communication strategy can be effective input in spreading information and knowledge as well as in transforming the beliefs and values of individuals and communities about tobacco use and its ill effects. Control over the tobacco promotion messages can curb the habits of tobacco uses and it should be part of tobacco control policies and programs.