Communication Media and the Ensuing Social Activism
Keywords:
Social activism, Jallikkattu protest, Sterlite protest, Student mobilisation, WhatsappAbstract
Communication media are crucial to the development of any mass movement (Palmer, 1971). This paper is an attempt to study, quantitatively, the behavioural changes occurring in the millennials belonging to the Union Territory of Pondicherry, caused by the increasing use of WhatsApp and other social media as the sole source of information and a platform for their daily interactions. This paper studies the sociopolitical awareness in the millennials, created by the social media, and the resulting mass mobilization, social aggregation and social activism evidenced in the agitations of #Jallikkattu, #Neduvaasal and Ban Sterlite movement. Adopting Social Cognitive Theory as the conceptual framework, this paper studies the reciprocal determinism in the recent historical events to register dissent.
How to cite this article: Krithika KS. Communication Media and the Ensuing Social Activism. J Adv Res Jour Mass Comm 2018; 5(4): 81-87.
DOI: https://doi.org/10.24321/2395.3810.201823
References
Bandura A. A social cognitive theory of personality. In Pervin L, John O (Ed.). Handbook of personality 2nd ed., pp. 154-196. New York: Guilford Publications. 1999.
Cumberbatch P, Trujillo-Pagan N. Hashtag Activism and Why #BlackLivesMatter in (and to) the Classroom, Radical Teacher, A Socialist, Feminist and Anti-Racial Journal on the Theory and Practice of Teaching 2016: 106.
Elliott Earl. Organizing the next generation: Youth Engagement with Activism Inside and Outside of Organisations. Sage 2018; 4(1).
Ruggiero, Montagna. Social Movements, a Reader, Routledge, 2008.
https://hl250w15socialcognitivetheory.weebly.com/core-conceptsconcept-map.html.
