Communication Media and The Ensuing Social Activism

KS Krithika

Abstract


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.

Keywords


Social activism, Jallikkattu protest, Sterlite protest, Student mobilisation, Whatsapp

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References


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https://hl250w15socialcognitivetheory.weebly.com/ core-conceptsconcept-map.html.


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