Impact of Social Media on Indian Politics after Covid-19 Pandemic

The COVID-19 pandemic has significantly impacted Indian politics, particularly regarding the role of social media. This research paper explores the effects of social media on Indian politics in the post-pandemic era. It examines how social media platforms such as Facebook, Twitter, Instagram, and WhatsApp have become essential tools for political communication, citizen engagement, and electoral campaigns. The paper discusses the positive aspects of social media, such as direct connectivity between politicians and constituents, increased citizen participation, and the amplification of marginalized voices. However, it also addresses challenges, including the spread of misinformation, privacy concerns, and algorithmic biases. The literature review studies political mobilization, polarization, electoral campaigns, privacy, and data security. Overall, this research aims to provide insights into the multifaceted impact of social media on Indian politics after the COVID-19 pandemic and identify opportunities to leverage these platforms effectively while mitigating risks

To boardrooms and sustainability: the changing nature of segmentation

Market segmentation is the process by which customers in markets with some heterogeneity are grouped into smaller homogeneous segments of more ‘similar’ customers. A market segment is a group of individuals, groups or organisations sharing similar characteristics and buying behaviour that cause them to have relatively similar needs and purchasing behaviour. Segmentation is not a new concept: for six decades marketers have, in various guises, sought to break-down a market into sub-groups of users, each sharing common needs, buying behavior and marketing requirements. However, this approach to target market strategy development has been rejuvenated in the past few years. Various reasons account for this upsurge in the usage of segmentation, examination of which forms the focus of this white paper. Ready access to data enables faster creation of a segmentation and the testing of propositions to take to market. ‘Big data’ has made the re-thinking of target market segments and value propositions inevitable, desirable, faster and more flexible. The resulting information has presented companies with more topical and consumer-generated insights than ever before. However, many marketers, analytics directors and leadership teams feel over-whelmed by the sheer quantity and immediacy of such data. Analytical prowess in consultants and inside client organisations has benefited from a stepchange, using new heuristics and faster computing power, more topical data and stronger market insights. The approach to segmentation today is much smarter and has stretched well away from the days of limited data explored only with cluster analysis. The coverage and wealth of the solutions are unimaginable when compared to the practices of a few years ago. Then, typically between only six to ten segments were forced into segmentation solutions, so that an organisation could cater for these macro segments operationally as well as understand them intellectually. Now there is the advent of what is commonly recognised as micro segmentation, where the complexity of business operations and customer management requires highly granular thinking. In support of this development, traditional agency/consultancy roles have transitioned into in-house business teams led by data, campaign and business change planners. The challenge has shifted from developing a granular segmentation solution that describes all customers and prospects, into one of enabling an organisation to react to the granularity of the solution, deploying its resources to permit controlled and consistent one-to-one interaction within segments. So whilst the cost of delivering and maintaining the solution has reduced with technology advances, a new set of systems, costs and skills in channel and execution management is required to deliver on this promise. These new capabilities range from rich feature creative and content management solutions, tailored copy design and deployment tools, through to instant messaging middleware solutions that initiate multi-streams of activity in a variety of analytical engines and operational systems. Companies have recruited analytics and insight teams, often headed by senior personnel, such as an Insight Manager or Analytics Director. Indeed, the situations-vacant adverts for such personnel out-weigh posts for brand and marketing managers. Far more companies possess the in-house expertise necessary to help with segmentation analysis. Some organisations are also seeking to monetise one of the most regularly under-used latent business assets… data. Developing the capability and culture to bring data together from all corners of a business, the open market, commercial sources and business partners, is a step-change, often requiring a Chief Data Officer. This emerging role has also driven the professionalism of data exploration, using more varied and sophisticated statistical techniques. CEOs, CFOs and COOs increasingly are the sponsor of segmentation projects as well as the users of the resulting outputs, rather than CMOs. CEOs because recession has forced re-engineering of value propositions and the need to look after core customers; CFOs because segmentation leads to better and more prudent allocation of resources – especially NPD and marketing – around the most important sub-sets of a market; COOs because they need to better look after key customers and improve their satisfaction in service delivery. More and more it is recognised that with a new segmentation comes organisational realignment and change, so most business functions now have an interest in a segmentation project, not only the marketers. Largely as a result of the digital era and the growth of analytics, directors and company leadership teams are becoming used to receiving more extensive market intelligence and quickly updated customer insight, so leading to faster responses to market changes, customer issues, competitor moves and their own performance. This refreshing of insight and a leadership team’s reaction to this intelligence often result in there being more frequent modification of a target market strategy and segmentation decisions. So many projects set up to consider multi-channel strategy and offerings; digital marketing; customer relationship management; brand strategies; new product and service development; the re-thinking of value propositions, and so forth, now routinely commence with a segmentation piece in order to frame the ongoing work. Most organisations have deployed CRM systems and harnessed associated customer data. CRM first requires clarity in segment priorities. The insights from a CRM system help inform the segmentation agenda and steer how they engage with their important customers or prospects. The growth of CRM and its ensuing data have assisted the ongoing deployment of segmentation. One of the biggest changes for segmentation is the extent to which it is now deployed by practitioners in the public and not-for-profit sectors, who are harnessing what is termed social marketing, in order to develop and to execute more shrewdly their targeting, campaigns and messaging. For Marketing per se, the interest in the marketing toolkit from non-profit organisations, has been big news in recent years. At the very heart of the concept of social marketing is the market segmentation process. The extreme rise in the threat to security from global unrest, terrorism and crime has focused the minds of governments, security chiefs and their advisors. As a result, significant resources, intellectual capability, computing and data management have been brought to bear on the problem. The core of this work is the importance of identifying and profiling threats and so mitigating risk. In practice, much of this security and surveillance work harnesses the tools developed for market segmentation and the profiling of different consumer behaviours. This white paper presents the findings from interviews with leading exponents of segmentation and also the insights from a recent study of marketing practitioners relating to their current imperatives and foci. More extensive views of some of these ‘leading lights’ have been sought and are included here in order to showcase the latest developments and to help explain both the ongoing surge of segmentation and the issues under-pinning its practice. The principal trends and developments are thereby presented and discussed in this paper

An independent evaluation of The Filter

Existing Research In 2009, a comprehensive review of evidence relating to young people and smoking was published. Few studies were identified which focused specifically on smoking prevention or cessation interventions for young people, and the majority of the existing evidence focused on school-based programmes. We searched for Cochrane reviews and peer reviewed literature from 2009-2015. There was little research on the acceptability and effectiveness of training professionals who work with young people to deliver smoking prevention and cessation messages. There was also a dearth of evidence regarding the effectiveness of direct youth involvement in smoking prevention and cessation programmes. Evidence relating to online health promotion and young people focused primarily on educational programmes involving highly structured content, with very little evidence regarding a less formal approach. Research design A multi-faceted process evaluation of The Filter was undertaken. First, tweets sent to or from The Filter Twitter account were subjected to thematic analysis. Second, semi-structured interviews were undertaken with The Filter staff, professionals who had undergone training from The Filter and young people who had either interacted with The Filter online or as part of face-to-face workshops. Finally, surveys were developed based on the findings of the interview study, which asked professionals and young people about their experiences of all elements of The Filter programme. Results: Training for professionals working with young people The Filter training team reported that initially they designed and delivered training based on the key tobacco topics identified in Wales. This was later amended, to include smoking cessation training, and bespoke training packages. Professionals who took part in interviews reported that they valued this flexible approach to training courses and had put some of the techniques they had learnt into practice in their work with young people. This was found to be the case by professionals who took part in the online survey. Professionals also reported that the training was relevant, enjoyable and gave them new knowledge about smoking. 5 Results: Youth development, education and smoking cessation support The Filter developed a workshop-based approach to transmitting tobacco control and smoking cessation messages, which was delivered to small groups of young people in their own communities. The Filter staff reported that delivering these sessions was unproblematic, and all respondents identified a very strong rapport between The Filter staff and young people. The range of activities included in workshops was also identified as a key way of sustaining interest from young people, and visual aids were identified as particularly engaging. Some young people suggested that their interaction with The Filter had changed their planned behaviour in relation to smoking, or encouraged them to cut down or quit if they were existing smokers. Results: Online health promotion The Filter team shared tobacco control messages via a wide range of online platforms. They have achieved some level of success in terms of reach on The Filter website and potential reach on Twitter and Facebook. However, it was not possible within the confines of this research to understand if these users fit within the target demographic for the intervention, and how much overlap there was between The Filter face-to-face services and online services. The Filter staff reported that the intervention was deliverable by using a flexible approach, including the use of multiple and changing online platforms. It was not possible to understand how acceptable this intervention was to young people, as only one of The Filter’s followers agreed to take part in an online interview, and only 11 respondents to the online survey had interacted with the online resources. The evaluation of social media based interventions has been acknowledged to be a challenging area (Bailey et al., 2015) and this low response does not mean that the intervention is not reaching the targeted individuals, but that the individuals were not willing to take part in a brief evaluation. Conclusion To carry out this evaluation, we were given full access to The Filter team and their contacts in order to gather samples for the interviews and surveys. The Filter team were adaptable in their approaches to training and the use of social media over the course of the project, ensuring smoking cessation and prevention information was maintained as up to date and relevant. Professionals noted the rapport the Filter Team developed with young people was excellent. Training was high quality and professionals were able to use what they had learned from The Filter when working directly with young people. Young people liked the visual aspects of The Filter and they preferred the informal youth work approach to school based sessions on smoking. The use of The Filter social media platforms and online resources was encouraging, showing maintained growth over the course of evaluation period. Online resources were reported to be used by the majority of professionals taking part in the evaluation, however, engaging young people in the evaluation of The Filter via social media proved challenging. The data in this evaluation suggests that The Filter is a service which is feasible to deliver. The methodology of this evaluation did not allow us to examine the effectiveness of The Filter in terms of smoking prevention or cessation

#EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram

This research investigates the ways in which Unilever's LUX soap has repositioned their brand away from their historical association with beauty pageants. This research aims to unpack the ways in which Instagram is utilised by LUX soap to effectively communicate a distinct brand personality. This research identifies that the repositioning of the brand on Instagram was achieved through a strategy that integrated social media influencers and brand events, whilst incorporating social marketing. Not only does this research focus on LUX's branding on Instagram, it critically engages with the content from a postfeminist perspective. This is the secondary theoretical engagement of this work. The paper highlights the ways in which the content is postfeminist in nature and how this was incorporated into the branding messages. The main focus of this dissertation is the #MoreThanYouCanSee and #EvenMore LUX soap campaigns. Through a mixed methodology of interviews, content analysis, and survey the paper focuses on the ways in which LUX created a relationship with their customers on Instagram and effectively repositioned the brand. The research suggests that three key techniques were repeated on Instagram to effectively create new associations with the LUX brand during the #MoreThanYouCanSee and #EvenMore extension campaign. The paper, furthermore, suggests that the LUX soap campaign employs postfeminist rhetoric in their Instagram strategy. This dissertation argues that the development of a strategy consisting of branded events, social media influencers, and social marketing content allowed LUX soap to reposition their brand

Is ‘student engagement’ just a mirage? The case for student activism

This paper considers the positioning of student campus activism within a discourse of student engagement to explore how student engagement becomes framed as legitimate/ illegitimate. Using pivotal points within the 2012-14 Sussex Against Privatisation/Occupy Sussex campaigns at the University of Sussex; we compare how student activists construct themselves with how they are constructed by the university administration. Our focus is on how student activists are positioned as troublemakers, lacking valid critical capacity and incapable of independent, mature, reasoned political positioning. We argue that the construction of student activist identities as immature and dangerous both devalues the agency of the protestors but also demonstrates how student engagement is shaped by normative discourses of what constitutes a legitimately engaged student in higher education. Positioning students as being problematic and misguided is potentially incongruous with discourses of students as consumers, as partners and as producers. We propose that in many cases, student engagement is simply a mirage for other organisational practices and that the concept is limited and can be limiting. The relationship between student engagement and activism is explored using Ahmed’s (2012) work on non-performative concepts and what it means to speak in and about higher education

Discursive Representations of Controversial Issues in Medicine and Health

This editorial is meant to introduce a thematic issue of LCM that addresses representations of controversial issues in medicine and health from the perspective of discourse analysis. Due to their high relevance in everybody’s lives, it comes as no surprise that such issues figure prominently in public debates. Some of the most controversial among them are abortion, medical use of marijuana, euthanasia and assisted suicide, end-of-life care, life support for the terminally ill, gene editing, genomic medicine, donor insemination, surrogacy, to name but a few, in a context where the production and the consumption of scientific information involve, affect and (dis)connect multiple actors, stakeholders and multiple publics, sub-publics as well as counter-publics. It is a picture of remarkable complexity where different values, opinions and beliefs are shaped by a multiplicity of social and cognitive factors. This editorial deals with a few general aspects, providing some background to the more specific studies presented in the articles included in the issues.3reservedmixedGiuliana Elena Garzone; Maria Cristina Paganoni; Martin ReisglGarzone, GIULIANA ELENA; Cristina Paganoni, Maria; Reisgl, Marti

Climate change advocacy in the Pacific: The role of information and communication technologies

This article explores the phenomenon of the use of ICT for climate change activism in the Pacific. Climate change activism in the Pacific is characterised by the use of ICT tools such as social media. The article draws on semi-structured interviews and an analysis of social media sites to examine the use of social media in Pacific climate change campaigns. While other campaigns such as relating to West Papua have also been facilitated by social media, it has been generally NGO, citizen-led and varied in Pacific government support. In contrast, climate change campaigns in the Pacific are fully supported at the NGO, citizen, and state levels. Furthermore, while early Pacific ICT-based climate change campaigns used iconic images of Pacific Islanders leaving their homelands, more recent campaigns have leveraged social media to depict Pacific Islanders not as victims but as ‘warriors’. This new imagery aims to empower Pacific Islanders and engender a regional Pacific identity that shows strength and solidarity on the Pacific’s stance towards climate change

Emerging Communication Technologies and Public Health Information Dissemination

Health promotion is a critical constituent of the public health system. Its primary objective is the empowerment of individuals and communities in the interest of positively influencing health behaviours and outcomes. One of the main ways in which successful health promotion is achieved is by the dissemination of relevant health information to individuals and communities. As global health costs rise to match the demands of an increasing and ageing population, such delivery of cost-effective public health information is explored. The recent advances in communication technologies have led to the development of social digital platforms (Web 2.0), with unprecedented opportunities for the extensive dissemination of relevant health information. The widespread uptake of social networking sites (SNS) presents a novel platform for public health promotion and management that can verily overcome the issues faced by current public health initiatives while reaching global populations of health consumers. This thesis aims to provide an exploratory analysis of the current landscape of health information communication across SNS, primarily through the platform Twitter. The research will address literature gaps in this cross-disciplinary field of health and communication sciences found for various SNS user-types, analyse and characterise the types of health information being disseminated across such platforms, as well as examine SNS activity during public health events. Public health officials and Web 2.0 platform developers can utilise findings from this thesis to address limitations of online public health-related communication insofar as they can assist with: a) advising plans for better engagement of information disseminated during health events; b) developing future applications and technologies that are appropriate for disadvantaged groups; c) identifying information dissemination strategies for authoritative health bodies and organizations to effectively reach populations

WWF's Earth Hour Campaign: ‘Global Village' or Eco-Imperialism?

The rapid spread of digital information and communication technologies since the turn of the century has led to renewed debates about globalisation and the power of new media to connect users across national, political and cultural borders. Environmental campaigns like WWF's Earth Hour, which touts itself as “the world's largest grassroots movement for the environment,” often adopt a utopian view of globalisation that celebrates what Marshall McLuhan termed the ‘global village'. While this global ethos might be useful in engaging the publics in collective action, this article argues that the way Earth Hour and similar campaigns actively construct representations of a single global village overlooks the lived inequalities between and among peoples within this imagined community. This article explores this tension using a quantitative and qualitative mixed-methods approach that combines a semiotic analysis of the Earth Hour 2019 promotional video, social media analysis of the use of #Connect2Earth hashtag among South African Twitter users, and in-depth interviews with current and former WWF-South Africa employees. This strategic approach is designed to juxtapose socially constructed representations of Earth Hour with on-the-ground user engagement in South Africa, and then triangulating these findings with qualitative interviews. The dissertation aims to explore the research question: In what ways does WWF's Earth Hour embody Marshall McLuhan's ideal ‘global village' and in what ways might it engender a form of eco-imperialism? This research question is operationalised through three subquestions: What kind of environmentalism do global environmental campaigns like Earth Hour promote? How do audiences in South Africa engage with Earth Hour on social media? How do local WWF of ices adapt global environmental campaigns to suit local audiences? This research contributes to emerging scholarship, rooted in environmental justice and decolonial studies, that is critical of mainstream environmental movements not to discourage environmental consciousness but to ultimately reformulate it

Evaluation of the Choose Life North Lanarkshire Awareness Programme: Final Report

The Centre for Men’s Health at Leeds Metropolitan University, with consultants from MRC Social and Public Health Sciences Unit, Glasgow, and Men’s Health Forum, Scotland (MHFS), were appointed to conduct the Choose Life (North Lanarkshire) evaluation, beginning in March 2011. The key evaluation questions are: 1. How has the social marketing approach to increase awareness of crisis service numbers and de-stigmatise understandings and attitudes about suicide worked? 2. Has the programme as implemented been effective? Which aspects of the programme have been particularly effective? 3. Has this programme been of benefit to the community, in particular young men aged 16-35? 4. What contribution has the community made to the effectiveness of the programme