International Journal of Innovation Studies
type: channel
description: The International Journal of Innovation Studies (IJIS) is a peer-reviewed academic journal that focuses on enhancing the comprehension and application of innovation across multiple fields and disciplines. It provides a forum for researchers, scholars, practitioners, and policymakers to discuss groundbreaking research, theories, methodologies, and practical insights related to innovation. In addition to publishing high-quality research articles, IJIS also seeks to foster interdisciplinary collaboration and dialogue. By bringing together diverse perspectives and expertise, the journal aims to drive forward the frontiers of innovation studies, offering valuable contributions to both theoretical and practical advancements in the field.
language: en
publication name: International Journal of Innovation Studies
issn: 2589-2975
items: TRADE-BASED MONEY LAUNDERING: UNVEILING THE ECONOMIC CANCER IN INDIA - A FORENSIC APPROACH STUDY
items: Presenting an Online Customer Orientation Transformation Model Among Football Brand Fans
items: ADAPTIVE FUNCTIONAL POLYMERS: A COMPREHENSIVE REVIEW OF STIMULUS-RESPONSIVE MATERIALS
items: EXAMINING THE INFLUENCE OF ARTIFICIAL INTELLIGENCE-ENABLED DIGITALISATION ON CUSTOMER SATISFACTION: EVIDENCE FROM THE TELECOMMUNICATIONS SECTOR IN ZAMBIA
items: A LITERATURE REVIEW ON DIGITAL LEADERSHIP STRATEGY FOR TRANSPARENT, PARTICIPATORY, EFFICIENT, AND RESPONSIVE PUBLIC SERVICES IN INDONESIA
items: WATERFOWL FATTENING OPERATIONS AS POTENTIAL REINTRODUCTION AND AMPLIFICATION ENVIRONMENTS FOR HIGHLY PATHOGENIC AVIAN INFLUENZA
items: THE EMPIRICAL EFFICACY OF OMNICHANNEL INTEGRATION IN RETAILING: A SYSTEMATIC META-ANALYSIS
items: E-COMMERCE PENETRATION AND ITS EFFECT ON TRADITIONAL RETAIL MARKETS IN INDIA
items: A STUDY TO ASSESS THE EFFECT OF HEALTH TEACHING ON KNOWLEDGE REGARDING ROUTINE MEDICAL CHECKUP AMONG ADULTS IN SELECTED RURAL AREA
items: IMPACT OF EMPLOYEE TRAINING AND DEVELOPMENT ON ORGANIZATIONAL PERFORMANCE IN SMALL AND MEDIUM ENTERPRISES (SMEs) OF SPSR NELLORE DISTRICT, ANDHRA PRADESH
items: eWOM QUALITY AND TRUST IN SOCIAL COMMERCE: PREDICTING INDIAN MILLENNIALS' PURCHASE INTENTION
items: FROM IPC TO BHARTIYA NYAYA SANHITA: RECASTING 'COERCION' UNDER SECTION 15 OF THE INDIAN CONTRACT ACT IN CASES OF THREAT TO COMMIT SUICIDE
items: DEVELOPING AND VALIDATING THE AI WORKFORCE READINESS INDEX (AI-WRI): AN INTEGRATED HR ANALYTICS FRAMEWORK FOR AI-ENABLED ORGANIZATIONAL TRANSFORMATION.
items: RECLAIMING FORGOTTEN HISTORIES: ADIVASI RESISTANCE AND THE MAKING OF MODERN INDIA
items: SOCIO-DEMOGRAPHIC AND PSYCHOLOGICAL PREDICTORS OF DELINQUENCY AMONG ADOLESCENTS: EVIDENCE FROM SELECTED DISTRICTS OF ODISHA
items: EMERGING ROLE OF NEW MEDIA TECHNOLOGY IN TEACHING AND LEARNING: A LITERATURE REVIEW
items: SOCIAL JUSTICE IN AUSTRALIA AND OCEANIA
items: CRYPTOCURRENCY INTEGRATION IN CORPORATE TREASURY ANAGEMENT: OPPORTUNITIES AND RISKS
items: CUSTOMER PERCEPTION TOWARDS MOBILE WALLET SERVICES IN KARUR DISTRICT
items: EFFECT OF PROJECT PLANNING ON PROJECT PERFORMANCE: A CASE OF COOKSTOVE PROJECT IN RULINDO DISTRICT, RWANDA
items: BEYOND STRUCTURE: MIRROR IMAGE THEORY AS METAPHOR FOR HEALING IN AMY TAN’S THE BONESETTER’S DAUGHTER
items: AI-POWERED RECRUITMENT: BALANCING EFFICIENCY WITH BIAS PREVENTION
items: GENDER REPRESENTATION IN CAR ADVERTISING: IMPLICATIONS FOR WOMEN’S EMPOWERMENT AND CONSUMER BEHAVIOR
items: "INDIGENOUS WOMEN IN THE CHITTAGONG HILL TRACTS: A STUDY ON GENDER-BASED VIOLENCE"
items: COMPETENCY MAPPING: CONNECTING ORGANIZATIONAL OBJECTIVES WITH EMPLOYEE DEVELOPMENT AND STRATEGY DRIVEN HR FUNCTIONS – A CASE STUDY IN DFPCL.
items: PUBLIC SECTOR GOVERNANCE AND SERVICE DELIVERY EFFICIENCY: A STUDY OF ADMINISTRATIVE REFORMS IN DEVELOPING NATIONS
items: POSTHUMAN EXISTENCE IN ARTIFICIAL WORLDS: SPACE, TECHNOLOGY, AND IDENTITY IN PASSENGERS
items: GENDERED VULNERABILITY TO DEPRESSION AMONG WOMEN LIVING WITH DIABETES IN INDIA: A BIO-PSYCHO-SOCIAL REVIEW
items: ATMOSPHERES OF ANXIETY: AFFECTIVE ECOLOGIES IN THE OVERSTORY
items: MEMES AS MICRO-NARRATIVES: CODE-SWITCHING, EMOTIONAL RESONANCE, AND THE DEFAMILIARIZATION OF REALITY

TRADE-BASED MONEY LAUNDERING: UNVEILING THE ECONOMIC CANCER IN INDIA - A FORENSIC APPROACH STUDY
type: item
description: India, with its extraordinary market and growing tendency, there is abundance of commercial opportunities. While India holds evident commercial opportunities, it must be the same time addressed that there exist challenges due to this ease of doing businesses, like Trade Based Money Laundering (“TBML”). TBML is a problem for the Indian economy and stability because it may decree the collapse of financial integrity, violate trade dynamics and prevent the country from the possibility of progress. This paper is concerned with the wide spread TBML in the context of India and hints the reasons why it is there, the aftermath and whether India should adopt a forensic approach in order to defeat this "economic cancer".The research delivers crucial findings to assist government, policymakers and regulatory authorities along with financial institutions in creating efficient preventive strategies against money laundering. This creates vital benefits for both forensic accounting professionals and financial investigators and law enforcement workers conducting money-laundering investigations. This current research relies on a restricted range of material yet future investigations be explore different detection methods for money laundering.
subject: Articles
  topic: section
creator: Rishu Singh, Dr. Ashwini Pandit, Dr. Haresh Barot.
rights: Copyright (c) 2026
date: 2026-08-30
publication date: 2026-08-30
starting page: 129
ending page: 142

Presenting an Online Customer Orientation Transformation Model Among Football Brand Fans
type: item
description: The aim of this study was to develop a framework for presenting an online customer orientation transformation model among football fans with a mixed design approach. The research method was a two-stage exploratory mixed instrument-making type. The qualitative research method was a qualitative case study, and the potential participants included 19 fans of sports teams. The sampling approach was purposive and the sampling method was key experts. Data collection continued until theoretical saturation was reached. The research tool was a semi-structured interview. In the quantitative part, the research method was a descriptive-survey. Also, the statistical population of the present study in the quantitative part is all fans of sports teams in the country. And due to the uncertainty of the exact number of the statistical population and considering the Cochran sample size in uncertain conditions, 384 people were considered as a statistical sample. And the available sampling method was used. The data collection tools in the present study were in-depth interviews and a researcher-made questionnaire. Thematic analysis and grounded theory were used to examine the qualitative part of the research, and the structural equation method was used to examine the quantitative part. All analyses of the present research were conducted in maxqda, SPSS, and amos software. In this research, four categories of improving ideas, fan decision-making, improving communication, and improving knowledge are considered as causal conditions, empowering audiences, improving commitment, sociability, improving the platform, creating comfort, and creating ownership as background conditions, and two categories of individual and environmental turbulence factors are considered as intervening categories. The central category resulting from the causal conditions is considered to be creating self-confidence, psychological factors, incentives, and creating tangible income for the club. Also, the researcher name…
subject: Articles
  topic: section
subject: Transformation, Customer Orientation, Online, Fans, Football
  topic: keywords
creator: Maryam Shaabani
rights: Copyright (c) 2026
date: 2025-08-07
publication date: 2025-08-07
starting page: 1063
ending page: 1083

ADAPTIVE FUNCTIONAL POLYMERS: A COMPREHENSIVE REVIEW OF STIMULUS-RESPONSIVE MATERIALS
type: item
description: Smart and stimuli-responsive polymers represent a rapidly evolving class of materials that exhibit dynamic changes in response to external stimuli such as temperature, pH, light, electric or magnetic fields, and chemical signals. These advanced polymers have garnered significant attention for their potential applications in biomedical engineering, drug delivery, soft robotics, wearable electronics, and environmental sensing. Their unique ability to undergo controlled transformations-such as phase transitions, shape memory effects, and self-healing-enhances their functionality in various fields. This paper explores the synthesis, properties, and diverse applications of stimuli-responsive polymers, highlighting recent advancements in material design and functionalization. Challenges such as long-term stability, scalability, and biocompatibility are also discussed, along with future directions for improving their efficiency and expanding their practical use. By leveraging innovative polymer engineering techniques, researchers continue to push the boundaries of smart materials, paving the way for next-generation adaptive and intelligent systems.
subject: Articles
  topic: section
creator: Subita Bhagat, Vimal Kumar
rights: Copyright (c) 2026
date: 2026-07-31
publication date: 2026-07-31
starting page: 594
ending page: 602

EXAMINING THE INFLUENCE OF ARTIFICIAL INTELLIGENCE-ENABLED DIGITALISATION ON CUSTOMER SATISFACTION: EVIDENCE FROM THE TELECOMMUNICATIONS SECTOR IN ZAMBIA
type: item
description: This study investigates the influence of artificial intelligence (AI)-enabled digitalisation on customer satisfaction within the telecommunications sector in Kitwe, Zambia. Adopting a positivist paradigm with a cross-sectional survey design, data were collected from 401 respondents using a structured Likert-scale questionnaire. The study employed partial least squares structural equation modelling (PLS-SEM) to test the hypothesised relationships. The measurement model demonstrated acceptable reliability and validity, while the structural model exhibited adequate explanatory and predictive power. The findings reveal that AI-enabled consumer experience and trust significantly and positively influence customer satisfaction, whereas service quality does not have a significant impact. Furthermore, customer satisfaction significantly influences behavioural intention. The study demonstrates that customer satisfaction partially mediates the relationship between AI-enabled digitalisation factors and behavioural intention, highlighting its central role in shaping customer responses. From a practical perspective, telecommunications firms should prioritise enhancing AI-driven customer experience and trust-building mechanisms without neglecting service quality improvements. The contribution of this study lies in integrating AI-enabled digitalisation constructs within the telecommunications industry of a developing economy and empirically validating their effects on customer outcomes using PLS-SEM.
subject: Articles
  topic: section
subject: Artificial Intelligence, Digitalisation, Customer Satisfaction, Behavioural Intention, Telecommunications
  topic: keywords
creator: Mwiya M.K. Bruce, Munsanda Munansangu, Choongo Progress , Kasonde Timmy, Manchisi Roy, Chawala Moffat, Kaulungombe Bernadette, Mufalali Simasiku, Mundia Mukwalikuli, Regina Muduli
rights: Copyright (c) 2026
date: 2026-07-26
publication date: 2026-07-26
starting page: 562
ending page: 593

A LITERATURE REVIEW ON DIGITAL LEADERSHIP STRATEGY FOR TRANSPARENT, PARTICIPATORY, EFFICIENT, AND RESPONSIVE PUBLIC SERVICES IN INDONESIA
type: item
description: This literature review examines strategic factors of digital leadership that influence four service dimensions in the Indonesian public sector. Indonesia has invested significantly in digital government, yet it ranks 77th globally in the UN E-Government Survey 2024. Service quality gaps persist in transparency, participation, efficiency, and responsiveness. Using Public Service Motivation Theory and the E-Government Success Model, this study conducts thematic content analysis on 19 Scopus core articles (2019-2025). It uses the keywords: (digital leadership OR e-leadership OR digital governance) AND (public service* OR e-government) AND (transparency OR participation OR efficiency OR responsive*) AND (Indonesia OR developing countr* OR Southeast Asia). The analysis identifies four critical strategic factors: Digital Literacy and Technological Competence; Innovation-Based and Adaptive Leadership; Strategic Communication and Stakeholder Engagement; and Collaborative Governance and Network Leadership. These findings are synthesized into the Digital Leadership Conceptual Model for Public Service Excellence. The model outlines links between contextual factors, strategic capabilities, mediating mechanisms, and service outcomes. It provides a framework for Indonesian policymakers to assess capabilities, design targeted interventions, and benchmark progress toward transparent, participatory, efficient, and responsive public service.
subject: Articles
  topic: section
creator: Maria Dolorosa Kusuma Perdani, Agus Rahayu, Lili Adi Wibowo, Puspo Dewi Dirgantari
rights: Copyright (c) 2026
date: 2026-07-24
publication date: 2026-07-24
starting page: 537
ending page: 551

WATERFOWL FATTENING OPERATIONS AS POTENTIAL REINTRODUCTION AND AMPLIFICATION ENVIRONMENTS FOR HIGHLY PATHOGENIC AVIAN INFLUENZA
type: item
description: Abstract— Highly pathogenic avian influenza (HPAI) is a rapidly mutating virus with pandemic potential that is primarily associated with wild waterfowl and has spilled over into dozens of land and marine mammal species, including humans. We examine evidence suggesting that intensive duck and goose fattening operations, particularly concentrated in France and Hungary, function as major reintroduction and amplification environments for HPAI. Surveillance records demonstrate a disproportionately large concentration of HPAI outbreaks in these regions, while studies document widespread asymptomatic influenza circulation within waterfowl fattening facilities. Evidence indicates that HPAI can persist in feathers for extended periods and disseminate beyond farm limits. As HPAI continues to expand globally, affecting agricultural workers, livestock, wildlife, and surrounding communities, identifying and eliminating sources of viral amplification is essential for pandemic prevention. Reducing production systems that industrially concentrate natural influenza reservoirs may be one of the most effective long-term strategies for protecting biodiversity, environmental preservation, and public health.
subject: Articles
  topic: section
creator: Amanda L. Fox, Thomas C. Coates, Amanda L. Chavira, Kerrie J. Espuga
rights: Copyright (c) 2026
date: 2026-07-24
publication date: 2026-07-24
starting page: 552
ending page: 561

THE EMPIRICAL EFFICACY OF OMNICHANNEL INTEGRATION IN RETAILING: A SYSTEMATIC META-ANALYSIS
type: item
description: This paper studies the impact of omnichannel integration on overall retail performance using an integrative analysis of previous literature based on a systematic meta-analysis approach. In particular, we investigate whether omnichannel integration strategies lead to increased revenues for retail firms, which would seem to be the ultimate aim of most marketing and sales strategies. Despite the widespread adoption of omnichannel retailing among companies and recent advancements in technological infrastructure, published findings reveal mixed results regarding the extent to which these systems actually increase retailers’ revenues. This lack of consensus can partly be attributed to diverse underlying factors, including different channels involved, differing degrees of integration across sectors and company size, as well as potential differences in definitions provided by researchers.
subject: Articles
  topic: section
subject: Brand loyalty, channel integration, retail management, random effect model, purchase intention.
  topic: keywords
creator: Vandana M, Dr N Padmavathy,
rights: Copyright (c) 2026
date: 2026-07-21
publication date: 2026-07-21
starting page: 524
ending page: 536

E-COMMERCE PENETRATION AND ITS EFFECT ON TRADITIONAL RETAIL MARKETS IN INDIA
type: item
description: This research paper examines the rapid expansion of e-commerce in India and its multidimensional impact on traditional brick-and-mortar retail markets. As India's digital economy accelerates driven by increasing internet penetration, smartphone adoption, affordable data connectivity, and government-backed digital initiatives e-commerce has emerged as a transformative force reshaping consumer behavior, supply chains, and retail ecosystems. The study analyzes growth trajectories of major e-commerce platforms such as Flipkart, Amazon India, Meesho, and Reliance JioMart, alongside the corresponding disruption experienced by kiranas, local bazaars, mom-and-pop establishments, and organized retail chains. Drawing on secondary data, industry reports, government statistics, and published academic literature, this paper explores sector-wise impact across grocery, apparel, electronics, and pharmaceuticals. It further investigates factors of resilience demonstrated by traditional retailers, including hyperlocal service, trust-based relationships, and credit accessibility. The paper concludes with policy recommendations and a forward looking assessment of the coexistence and hybridization of e-commerce and traditional retail in India's evolving marketplace.
subject: Articles
  topic: section
creator: Dr SHANTHI P, K. ANITHA , Dr SUNDARAPANDIYAN NATARAJAN , Dr. RAYNUKAAZHAKARSAMY, Dr D VISAGAMOORTHI, Dr. D. PAUL DHINAKARAN
rights: Copyright (c) 2026
date: 2026-07-17
publication date: 2026-07-17
starting page: 513
ending page: 523

A STUDY TO ASSESS THE EFFECT OF HEALTH TEACHING ON KNOWLEDGE REGARDING ROUTINE MEDICAL CHECKUP AMONG ADULTS IN SELECTED RURAL AREA
type: item
description: Background: Lack of awareness regarding routine medical checkups is a significant public health concern, especially among adults in rural areas. Regular medical checkups help in early detection, prevention, and management of various diseases. Objectives: This study aimed to assess the effect of health teaching on knowledge regarding routine medical checkups among adults in rural areas. The objectives were to identify the existing level of knowledge, evaluate the effectiveness of health teaching, and determine the association between knowledge and selected demographic variables. Method: A quantitative research approach with a pre-experimental one-group pre-test and post-test design was adopted. The study was conducted among 200 adults in a selected rural area using a non-probability convenience sampling technique. The target population included adults aged 36–64 years. Data were collected using a structured questionnaire consisting of demographic variables and questions related to routine medical checkups. A pilot study was conducted on 20 samples to ensure feasibility and reliability of the tool. Result: The pre-test findings revealed that 44.50% of adults had poor knowledge, 54% had average knowledge, and only 1.50% had good knowledge regarding routine medical checkups. Following the health teaching intervention, the post-test results showed a significant improvement, with 56.50% of adults attaining good knowledge and 43.50% achieving excellent knowledge. The mean knowledge score increased from 6.05 (±2.04) in the pre-test to 15.05 (±1.83) in the post-test. The paired t-test indicated a statistically significant difference (t = 44.78, p < 0.05), confirming the effectiveness of the health teaching program. No significant association was found between pre-test knowledge scores and selected demographic variables. Conclusion: The study concludes that health teaching is highly effective in improving knowledge regarding routine medical checkups among adults in rural area…
subject: Articles
  topic: section
creator: Mrs. Jayshri Jaypurkar, Atiksha Bhosale, Rachana Awad, Ankita Bhosale, Yuvraj Bhoye, Kajal Shinde, Akanksha Surbhe
rights: Copyright (c) 2026
date: 2026-07-14
publication date: 2026-07-14
starting page: 501
ending page: 512

IMPACT OF EMPLOYEE TRAINING AND DEVELOPMENT ON ORGANIZATIONAL PERFORMANCE IN SMALL AND MEDIUM ENTERPRISES (SMEs) OF SPSR NELLORE DISTRICT, ANDHRA PRADESH
type: item
description: Employee training and development play a vital role in improving employee competencies, productivity, motivation, and organizational effectiveness. Small and Medium Enterprises (SMEs) contribute significantly to employment generation and economic growth in SPSR Nellore District, Andhra Pradesh. However, due to financial and resource constraints, many SMEs lack structured training and development programs. The present study examines the impact of employee training and development on organizational performance among SMEs in SPSR Nellore District. Primary data were collected from 500 employees through a structured questionnaire using stratified random sampling. Statistical tools such as descriptive statistics, Chi-square analysis, correlation analysis, and regression analysis were employed. The findings reveal that training programs significantly enhance employee skills, productivity, motivation, and overall organizational performance. Correlation and regression analyses confirmed a strong positive relationship between training and organizational performance. The study recommends strengthening training initiatives and organizational support mechanisms to improve workforce effectiveness and SME competitiveness.
subject: Articles
  topic: section
creator: PRAVEEN MYLAPURI, DR. JYOSHNA C
rights: Copyright (c) 2026
date: 2026-07-11
publication date: 2026-07-11
starting page: 494
ending page: 500

eWOM QUALITY AND TRUST IN SOCIAL COMMERCE: PREDICTING INDIAN MILLENNIALS' PURCHASE INTENTION
type: item
description: Think about the last time a friend’s Instagram post subtly convinced you to buy something. You probably didn’t reach for a product manual or call customer service. Instead, you skimmed through user reviews, noticed how many people had already purchased it, and let that quiet social signal tip the balance. This everyday experience lies at the heart of social commerce—a marketplace where peer influence, user-generated content, and platform design come together to shape what we buy. While this phenomenon feels intuitive, the precise ways these forces interact—especially in a country as large, diverse, and culturally rich as India—remain only partially understood. This study seeks to deepen that understanding by integrating two well-established theoretical lenses: the Technology Acceptance Model (TAM) and the Elaboration Likelihood Model (ELM). Drawing on survey data from 387 Indian millennial online shoppers, we develop and test a unified model of social commerce adoption using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that perceived usefulness (β = 0.38, p < 0.001), social influence (β = 0.29, p < 0.001), and consumer trust (β = 0.35, p < 0.001) significantly drive purchase intention, while perceived risk acts as a notable deterrent (β = −0.24, p < 0.001). Importantly, we find that the quality of electronic word-of-mouth (eWOM) does not influence purchase intention directly. Instead, it works entirely through building consumer trust (β = 0.41, p < 0.001), highlighting a full mediation effect. Together, the model explains 54.6% of the variance in purchase intention and 49.3% in consumer trust. These findings contribute to the literature by offering fresh insights into social commerce dynamics within an emerging market context that has received relatively limited attention. For practitioners, the results provide clear guidance on where to focus platform investments—from strengthening trust-building mechanisms to improving review qu…
subject: Articles
  topic: section
creator: Dr. Ch Siddharth Nanda, Dr. Kaushik Mishra, Prashant Subhash Chougule
rights: Copyright (c) 2026
date: 2026-07-11
publication date: 2026-07-11
starting page: 483
ending page: 493

FROM IPC TO BHARTIYA NYAYA SANHITA: RECASTING 'COERCION' UNDER SECTION 15 OF THE INDIAN CONTRACT ACT IN CASES OF THREAT TO COMMIT SUICIDE
type: item
description: Indian Contract Act, 1872, section 15 is premised on the fact that a contract ought to be seen as a product of free and voluntary assent and not through the exertion of unreasonable force or coercion. To a short time not so long ago, the Indian courts have conceptualised the concept of coercion within the scope of criminal law, and the term act prohibited by law has been used in many instances, interchangeably with that which is imprisonable under the Indian Penal Code, 1860. A vexed legal debate has been whether a suicide threat meets the definition of coercion or not in the scheme of things. Previously, a criminalisation of an attempt to commit suicide by Section 309 of the IPC was used as the actual or hypothetical ground to make forcible what was said on the ground of such criminalisation and to rescind the contracts made by some threats.
subject: Articles
  topic: section
creator: Yash Phadke, Mayuri Ramchandra Taware
rights: Copyright (c) 2026
date: 2026-06-24
publication date: 2026-06-24
starting page: 466
ending page: 482

DEVELOPING AND VALIDATING THE AI WORKFORCE READINESS INDEX (AI-WRI): AN INTEGRATED HR ANALYTICS FRAMEWORK FOR AI-ENABLED ORGANIZATIONAL TRANSFORMATION.
type: item
description: Artificial intelligence (AI) is quickly permeating daily organisational operations, impacting how workers operate, how managers make choices, and how businesses compete. Many organisations still struggle to realise the anticipated benefits of AI adoption, despite large expenditures in AI technologies. The fact that technical preparedness frequently develops more quickly than workforce readiness is a persistent worry. The adoption of AI, digital transformation, and organisational preparedness have all been studied in the past, but the question of whether managers and staff have the skills necessary to function well in AI-enabled workplaces has received comparatively little attention. By creating and validating the Artificial Intelligence worker Readiness Index (AI-WRI), a multifaceted framework intended to evaluate worker readiness for AI-integrated workplaces, the current study fills this gap. AI-WRI is conceptualised through six interconnected dimensions: AI competency, AI trust and acceptance, human-AI collaboration capability, AI governance awareness, learning agility and reskilling readiness, and AI leadership readiness. These dimensions are based on Human Capital Theory, Dynamic Capability Theory, and the Technology-Organization-Environment framework. The data was gathered from employees and administrators in AI-enabled organisations across a variety of industries. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), the proposed framework was validated. The findings corroborate the multidimensional nature of workforce readiness and illustrate that preparedness for AI is not limited to technical knowledge. Both adaptability and ethical awareness, as well as leadership support and collaborative capability, are equally critical components of successful AI integration. By changing the emphasis from organisational preparation to worker readiness, the study adds to the expanding body of literature on AI and human resource management. In order to enab…
subject: Articles
  topic: section
creator: Dr. Lalita Yadav,
rights: Copyright (c) 2026
date: 2026-06-24
publication date: 2026-06-24
ending page: 465

RECLAIMING FORGOTTEN HISTORIES: ADIVASI RESISTANCE AND THE MAKING OF MODERN INDIA
type: item
description: Three Adivasi resistance movements in Odisha, at Niyamgiri, Kashipur, and Kalinga Nagar, together constitute one of the most significant chapters in postcolonial India's contested relationship with extractive development. Each movement was a direct response to the displacement of indigenous communities from mineral-bearing lands that they had occupied and governed for generations. This article examines the three movements comparatively, tracing their origins in colonial land law, their development under postcolonial extraction policy, their distinct trajectories and outcomes, and their cumulative significance for constitutional law, indigenous rights, and democratic governance. Drawing on field reports, court records, journalistic documentation, and scholarship in political economy, environmental history, and legal anthropology, the article argues that these are not peripheral protests but foundational episodes in the ongoing negotiation between the Indian state, corporate capital, and indigenous communities over the terms of development. The article also analyses available data on displacement, Forest Rights Act implementation, and legal protections to ground the historical narrative in documented evidence. It concludes that the differences in outcome between Niyamgiri, Kashipur, and Kalinga Nagar reflect not differences in the justice of the communities' claims but differences in the legal resources, organisational capacity, and external solidarity available to each.
subject: Articles
  topic: section
creator: Dr. Kuntala Soy
rights: Copyright (c) 2026
date: 2026-06-09
publication date: 2026-06-09
starting page: 434
ending page: 447

SOCIO-DEMOGRAPHIC AND PSYCHOLOGICAL PREDICTORS OF DELINQUENCY AMONG ADOLESCENTS: EVIDENCE FROM SELECTED DISTRICTS OF ODISHA
type: item
description: This research examines the psycho-social factors that influence delinquent behaviour in junior high school students in a few areas of Odisha. The study used standardised tools to evaluate 500 children, ages 12 to 18, for impulsivity, empathy, and delinquent behaviour using a descriptive-correlational methodology. Multiple regression and Pearson's correlation were among the statistical studies that showed a significant relationship between increased delinquency and lower empathy and higher impulsivity. Other sociodemographic characteristics that were shown to be significant predictors were male gender, poor family income, and single-parent family structures. The combined impact of psychological and environmental factors was highlighted by the fact that regression models explained 58% of the variation in delinquent behaviour. While offering region-specific insights into adolescent behaviour, these findings also corroborate established theoretical theories, such as the Social Control Theory and the General Strain Theory. The study emphasises the necessity of early interventions that emphasise family support and emotional regulation, especially in low-income areas.
subject: Articles
  topic: section
creator: Priti Sriranjan
rights: Copyright (c) 2026
date: 2026-06-09
publication date: 2026-06-09
starting page: 420
ending page: 433

EMERGING ROLE OF NEW MEDIA TECHNOLOGY IN TEACHING AND LEARNING: A LITERATURE REVIEW
type: item
description: New media technologies (NMTs) have profoundly impacted higher education, and have changed teaching and learning methodologies. The advantages and difficulties of NMTs in the context of education are examined in this article. The article looks at the benefits of NMTs, such as better communication, more interactivity, and easier access to information. It also covers the difficulties instructors and students have in making effective use of this technology. These difficulties include technological constraints, differences in individual learning preferences, cultural variables, and course design issues. Higher education is fast changing as a result of new media, which is becoming more and more important in how teachers and students connect and engage with the curriculum. This study examines how instructors are currently using new media, taking into account topic matter, demography, and prior teaching experience. The article highlights the complex relationship between social media and higher education. While it offers significant opportunities for enhancing teaching and learning, it also presents challenges that require careful consideration and strategic planning. By understanding the implications, higher education institutions can effectively harness the potential of social media while mitigating its risks.
subject: Articles
  topic: section
subject: New Media Technologies, Higher Education, E-Learning, Learning Styles, Educational Technology, communication, interactivity, anytime-anywhere learning, developing countries, Mass Communication
  topic: keywords
creator: Nitha. S.V, Dr. Ramadas V
rights: Copyright (c) 2026
date: 2024-12-12
publication date: 2024-12-12
starting page: 460
ending page: 476

SOCIAL JUSTICE IN AUSTRALIA AND OCEANIA
type: item
description: Social justice in Australia and Oceania have evolved through complex historical processes. It is shaped by Indigenous governance practices, European colonisation and struggles for equality, recognition and self-determination, the latter continue to contribute to today's disputes of Indigenous rights, welfare policy, environmental justice and regional development. Australia’s and Oceania’s Indigenous societies were diverse and maintained a range of systems of governance, law and social organisation prior to European colonisation in Australia.
subject: Articles
  topic: section
creator: Dr. S. Armstrong
rights: Copyright (c) 2026
date: 2021-03-23
publication date: 2021-03-23
starting page: 33
ending page: 38

CRYPTOCURRENCY INTEGRATION IN CORPORATE TREASURY ANAGEMENT: OPPORTUNITIES AND RISKS
type: item
description: This research paper examines the integration of cryptocurrency assets into corporate treasury management practices, analyzing both the strategic opportunities and inherent risks. As digital assets mature and gain institutional acceptance, an increasing number of corporations are considering or implementing cryptocurrency allocation strategies. This paper provides a comprehensive analysis of the current landscape, regulatory environment, operational frameworks, and risk management strategies necessary for successful cryptocurrency integration. Through case study analysis and empirical data, we demonstrate that while cryptocurrency integration presents significant opportunities for portfolio diversification and potential returns, it requires sophisticated risk management frameworks, robust governance structures, and careful consideration of regulatory compliance.
subject: Articles
  topic: section
subject: Cryptocurrency integration, Corporate treasury management, Digital assets, Risk management, Regulatory compliance
  topic: keywords
creator: Dr.S.Dhanalakshmi, K. Anitha , Sudheer Aloori, Dr. Diganta Kumar Das, Mrs.Amesha A.R.S, Dr. D. Paul Dhinakaran
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 241
ending page: 251

CUSTOMER PERCEPTION TOWARDS MOBILE WALLET SERVICES IN KARUR DISTRICT
type: item
description: The rapid proliferation of smartphones and digital payment infrastructure in India has transformed the financial transaction landscape. Mobile wallet services such as Google Pay, PhonePe, Paytm, and Amazon Pay have emerged as dominant cashless payment instruments, particularly in semi-urban and rural markets. This study investigates the perception of customers in Karur District, Tamil Nadu, towards mobile wallet services with respect to convenience, security, trust, and overall satisfaction. A structured questionnaire was administered to a sample of 384 respondents selected through stratified random sampling. Data were analysed using percentage analysis, weighted average scoring, chi-square tests, and Likert-scale analysis. The findings reveal that ease of use, cashback incentives, and speed of transactions are the primary drivers of adoption, while poor internet connectivity, transaction failures, and security concerns remain key barriers. The study offers valuable insights for service providers, policymakers, and fintech stakeholders aiming to improve mobile wallet adoption in semi-urban India.
subject: Articles
  topic: section
subject: Mobile Wallet, Digital Payment, Customer Perception, Karur District, Fintech, Cashless Economy, TAM
  topic: keywords
creator: S. Dhilipkumar, Dr. C. Gunasekaran
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 231
ending page: 240

EFFECT OF PROJECT PLANNING ON PROJECT PERFORMANCE: A CASE OF COOKSTOVE PROJECT IN RULINDO DISTRICT, RWANDA
type: item
description: The general objective of this research is to find out the effect of project planning on the performance of the Cookstove Project in Rulindo District. For this study, the researcher employed both descriptive and correlational research designs. Descriptive survey research was utilized to gather information on various issues, while the correlational research design focused on exploring the relationships between the variables under study. The researcher relied on document analysis, questionnaires, and interviews in collecting data. Descriptive and inferential statistics were used to analyze data. The findings show an R value of 0.823, indicating a strong positive correlation between predictors (Monitoring and evaluation planning, resource planning, risk planning, and financial planning) and project performance in the Cookstove Project in Rulindo District. The R² value of 0.677 means that approximately 67.7% of the variance in project performance can be explained by financial planning, resource planning, risk planning, and monitoring and evaluation planning. The unstandardized coefficient for financial planning is 0.246, indicating that a one-unit increase in financial planning results in a 0.246-unit increase in project performance (β = 0.246, t = 2.558, p = 0.012). The unstandardized coefficient for resource planning is 0.248, indicating that a one-unit increase in resource planning leads to a 0.248-unit increase in project performance (β = 0.248, t = 2.982, p = 0.003). The unstandardized coefficient for risk planning is 0.151, revealing that a one-unit increase in risk planning results in a 0.151-unit increase in project performance (β = 0.151, t = 2.172, p = 0.032). Lastly, the unstandardized coefficient for M&E planning is 0.264, indicating that a one-unit increase in M&E planning correlates with a 0.264-unit increase in project performance (β = 0.264, t = 4.467, p = 0.000). The study recommended that project managers, coordinators, and field staff prioritize effect…
subject: Articles
  topic: section
subject: Project Planning, Resource Planning, Risk Planning, Financial Planning, Monitoring and Evaluation Planning, Performance of the Cookstove Project
  topic: keywords
creator: Dushimimana Marcel, Dushimimana Jean de Dieu
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 217
ending page: 230

BEYOND STRUCTURE: MIRROR IMAGE THEORY AS METAPHOR FOR HEALING IN AMY TAN’S THE BONESETTER’S DAUGHTER
type: item
description: Through the lens of mirror image theory, this article reads Amy Tan’s The Bonesetter’s Daughter (2001) to consider how reflection is conceived as a metaphor for healing in intergenerational trauma and diasporic identity. Tan employs mirror figuratively, not just as a structural device, but as transfigurative tool for the narrative building, character and symbolic development. In examining the divided text, concurrent but independent mother-daughter narratives, and repeated motifs of bones, ghosts and translation within it, this essay argues that healing is realized through the term mirror recognition—the imaginative awareness of an ancestral trauma which crosses cultural and generational barriers. Through such a perspective, Tan’s novel demonstrates that the process of reflection helps to bring together past and present, East and West, so that cultural unity comes into being.
subject: Articles
  topic: section
subject: Amy Tan; Mirror Image Theory; Mother–Daughter Relationship; Chinese American Literature; Cultural Reflection
  topic: keywords
creator: S. Keerthana, Dr. G. Vishnupriya
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 213
ending page: 216

AI-POWERED RECRUITMENT: BALANCING EFFICIENCY WITH BIAS PREVENTION
type: item
description: Artificial Intelligence has rapidly transformed recruitment practices, promising unprecedented efficiency in candidate sourcing, screening, and selection. However, the deployment of AI systems in hiring has raised critical concerns about algorithmic bias, fairness, and the potential perpetuation of historical discrimination. This research examines the current state of AI-powered recruitment, analyzing both its efficiency gains and bias risks through empirical data, case studies, and comparative analysis. The findings reveal that while AI can significantly reduce time-to-hire and improve candidate quality when properly implemented, organizations must adopt rigorous bias detection and mitigation strategies to ensure equitable hiring outcomes. This paper provides evidence-based recommendations for HR professionals seeking to leverage AI's benefits while maintaining ethical recruitment standards.
subject: Articles
  topic: section
subject: Artificial Intelligence; Recruitment; Algorithmic bias; HR technology; Talent acquisition; Machine learning; Hiring automation; Diversity and inclusion; Predictive analytics; Ethical AI
  topic: keywords
creator: Dr.B.Bhavya, Priyadharshini . P, Aluri Persis Rebeccah, Dr Linda Mary Simon , Ms.Jijitha.B , Dr. D. Paul Dhinakaran
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 197
ending page: 212

GENDER REPRESENTATION IN CAR ADVERTISING: IMPLICATIONS FOR WOMEN’S EMPOWERMENT AND CONSUMER BEHAVIOR
type: item
description: Gender representation in advertising shapes societal norms, consumer perceptions, and purchasing behavior. This study examines gender portrayal in car advertising with emphasis on the underrepresentation of women and its implications for empowerment and consumer decision-making. Positioned within the discourse on social transformation, sustainability, and inclusive development, the research highlights that advertising narratives can either reinforce traditional stereotypes or promote progressive gender roles. The study adopts a quantitative approach using data collected from consumers through a structured questionnaire. A sample of respondents was analyzed with descriptive and inferential statistical tools. Techniques including percentage analysis, chi-square tests, and regression analysis were employed to examine the relationship between gender portrayal in automobile advertisements and consumer attitudes and purchasing intentions. The analysis explored how representation patterns influence brand perception, emotional connection, and trust among male and female consumers. Findings reveal that car advertisements remain predominantly male-centric, with women often portrayed in passive or secondary roles. This imbalance significantly affects brand perception, trust, and purchase intention, particularly among women consumers who feel underrepresented and disconnected from advertising messages. The results demonstrate that inclusive and balanced portrayals generate positive consumer responses and strengthen brand credibility. The study emphasizes the importance of equitable gender representation as part of responsible and sustainable marketing. Promoting empowering depictions of women in advertising can enhance visibility, participation, and consumer engagement while contributing to social change. The research offers empirical insights supporting gender-sensitive communication strategies and demonstrates their value in creating ethical, socially responsible, and future-…
subject: Articles
  topic: section
subject: Gender Representation, Car Advertising, Women’s Empowerment, Consumer Behavior, Statistical Analysis
  topic: keywords
creator: Ms.Soundarya.S, Ms.Beulah Suresh.S
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 186
ending page: 196

"INDIGENOUS WOMEN IN THE CHITTAGONG HILL TRACTS: A STUDY ON GENDER-BASED VIOLENCE"
type: item
description: The Chittagong Hill Tracts (CHT) of Bangladesh occupies a geopolitically significant position due to its borders with India and Myanmar, its natural resources, and its complex historical and political contexts. For decades, Indigenous Peoples of the CHT have struggled for self-determination, land rights, and survival, but successive state policies—marked by militarisation, Bengali settler transmigration, and systemic discrimination—have produced widespread violence, displacement, and marginalization. The 1997 CHT Peace Accord formally ended over two decades of armed conflict, yet key provisions, including demilitarisation, land dispute resolution, and rehabilitation of displaced peoples, remain largely unimplemented. Women and girls, excluded from peace negotiations, continue to face gendered impacts of conflict, including sexual violence, abduction, and impunity for perpetrators. The failure of the state to address communal violence and ensure justice has eroded trust in formal legal systems. As a result, many Indigenous communities, despite support from NGOs, continue to rely on traditional justice mechanisms, which are perceived as more accessible and culturally familiar, though increasingly contested by Indigenous women’s rights activists.Drawing on primary data collected through field observations, structured surveys of 100 respondents, three focus group discussions, and in-depth interviews with ten experts, alongside secondary sources, the research highlights both the persistence of impunity in formal legal systems and the contested reliance on traditional justice mechanisms. Findings reveal the resilience of indigenous women and communities, while underscoring the urgent need for state accountability, implementation of peace accord provisions, and gender-sensitive policies. The study contributes to broader debates on indigenous rights, peacebuilding, and gender justice.
subject: Articles
  topic: section
subject: Gender based Violence (GVB), Traditional justice, Indigenous women, gender justice
  topic: keywords
creator: Muhammad Wahidur Rahman, Mehedi Hasan
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 175
ending page: 185

COMPETENCY MAPPING: CONNECTING ORGANIZATIONAL OBJECTIVES WITH EMPLOYEE DEVELOPMENT AND STRATEGY DRIVEN HR FUNCTIONS – A CASE STUDY IN DFPCL.
type: item
description: In today’s arising innovative business world, companies are increasingly focusing on human resource for organization’s development with respect of using Competency mapping so that they can compete in rapidly changing environment. Competency mapping and assessment has not only gained paramount importance in organization but also helps an individual to give the perceptivity of competency skills like attributes, workspace skills, applied and core knowledge skills that will help the individual to retain any job. It’s vital to keep the competency up-to-date, as this study gives the insight of enforcing latest tools and methodologies of competency mapping in an organizations. Every person has unique talents, which may contain both strong and weak points, competence mapping will enable them to enhance their skills that they might not be aware of where they need to make improvements. It’s a cross functional integration that helps an individual to perform the job efficiently and effectively. In the current scenario HR people struggle with unlimited difficulties in finding a skilled person which can match the work demands of the organization. HR seeks to continuously analyze the competencies that different people will need in order to do the tasks that have been given to them effectively and to offer chances for these employees to enhance these competences in order to position them for future jobs within the organization. As a result, here an effort has been made to examine how a person and an organization are connected by competency mapping. The concept of “competency” originated in the 1970s when David McClelland introduced it as an alternative to traditional intelligence testing, arguing that competency is a better predictor of job performance. His ideas laid the foundation for competency mapping, where skills, behaviors, and attributes necessary for success in specific roles are identified. Over time, competency mapping has evolved into a strategic tool for managing talen…
subject: Articles
  topic: section
creator: Dr. Aditi Banerjee, Dr. Sapna Suri, Dr. Sanjay Kumar Taurani, Dr. J. Varaprasad Reddy
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 147
ending page: 174

PUBLIC SECTOR GOVERNANCE AND SERVICE DELIVERY EFFICIENCY: A STUDY OF ADMINISTRATIVE REFORMS IN DEVELOPING NATIONS
type: item
description: Governance in the public sector is important in determining the performance of service delivery in the developing countries. This is irrespective of the fact that there is little empirical data on whether governance gains are being converted to efficiency gains that can be measured despite the massive administrative reforms introduced within the last twenty years. This paper will analyses how the quality of governance influences the efficiency of the service delivery in 52 developing nations between 2000 and 2023. The study uses panel fixed-effects and system GMM estimators to deal with endogeneity and country-specific heterogeneity using the governance indicators provided by the World Bank and the service outcome data provided by the United Nations. The higher the quality of governance, the more efficient delivery is. Control of corruption and regulatory quality have the most positive impacts in terms of governance dimensions. More so, the governance- efficiency relationship is mediated by administrative reform projects in part, especially in developing economies with middle incomes. The results have an implication in the literature as they represent current cross-country panel evidence of the governance service delivery nexus. The policy implications are strengthening the institution and enforcing anti-corruption and implementing sustained reforms to enhance the performance of the public sector in developing countries.
subject: Articles
  topic: section
subject: Public Sector Governance; Administrative Reforms; Efficiency of Service Delivery; Developing Nations; Panel Data Analysis; Institutional Quality; Public Administration.
  topic: keywords
creator: Dr. Ahmet Niyazi ÖZKER
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 126
ending page: 146

POSTHUMAN EXISTENCE IN ARTIFICIAL WORLDS: SPACE, TECHNOLOGY, AND IDENTITY IN PASSENGERS
type: item
description: The spacecraft Avalon in Passengers (2016) is examined in this paper as a technologically mediated setting that creates posthuman subjectivity by fusing corporate infrastructures, automated systems, and artificial intelligence with human life. Based on N. Katherine Hayles' posthumanist theory, the study contends that rather than autonomous individual action, the movie depicts human identity as being formed through informational processes, technological mediation, and distributed cognition. Through algorithmic governance, automated service networks, and hibernation technologies, the Avalon functions as an enclosed artificial environment where human bodies are converted into data-regulated entities, obfuscating the distinction between humans and machines.The study illustrates how subjectivity arises within a system of technical regulation that reconfigures embodiment and agency by examining the ship's architecture, service infrastructures, corporate control over time, biological processes, and social interaction. Stratified forms of posthuman existence are created by automated surroundings and hierarchical spatial architecture, where corporate control and computational authority influence identity. Thus, the Avalon is shown in the movie as a posthuman lifeworld where survival, embodiment, and consciousness are all created by technology.In the final stages, Passengers shows how closed technical systems alter human experience by substituting digitally distributed forms of agency for liberal humanism ideas of autonomy. By highlighting the moral and political ramifications of technologically controlled living in late capitalism space imaginaries, the research presents the movie as a critical investigation of posthuman existence in artificial worlds.
subject: Articles
  topic: section
subject: Hibernation technologies, subjectivity, posthuman and spatial architecture.
  topic: keywords
creator: Dr. K.R.. Shiva Shankaran, Dr. Praveen Kumar and Dr.Shalini Infanta
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 118
ending page: 125

GENDERED VULNERABILITY TO DEPRESSION AMONG WOMEN LIVING WITH DIABETES IN INDIA: A BIO-PSYCHO-SOCIAL REVIEW
type: item
description: Diabetes mellitus is a big public health problem in India, and it is becoming more and more linked to serious mental health problems, especially depression. Women with diabetes are more likely than men to be depressed. This is because of biological, psychological, and social factors that are shaped by female experiences and structural inequalities. Using a bio-psycho-social approach, this review looks at how women with diabetes in India are more or less likely to become depressed based on their gender. The study is based on an analysis of 25 peer-reviewed research papers from reputable scientific databases published between 2020 and 2025. The results show that biological factors like changes in hormones, the severity of the disease, and complications linked to diabetes make people more likely to become depressed. Poor mental health outcomes are also caused by psychological factors such as stress, emotional burden, and low self-efficacy linked to diabetes. Social factors, especially gender roles, caregiving duties, limited freedom, and limited access to health care, make women much more vulnerable. Depression also makes it harder to control blood sugar levels and makes it less likely that people will follow their treatment plans. The review shows that there are important gaps in combining mental health services with diabetes care, and it stresses the need for bio-psychosocial treatments that take gender into account. To help depressed women with diabetes, we need healthcare methods that are all-encompassing and take into account both medical and socio-cultural factors.
subject: Articles
  topic: section
subject: Diabetes, Depression, Women, Gender, Bio-psycho-social, Mental health, India
  topic: keywords
creator: Dr. Chitra N, Dr.S.Sasikala Alias Annamalai
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 107
ending page: 117

ATMOSPHERES OF ANXIETY: AFFECTIVE ECOLOGIES IN THE OVERSTORY
type: item
description: This paper focuses on Richard Powers' The Overstory to investigate the emotive aspects of climate fiction. Drawing on affect theory, namely the writings of Sara Ahmed, Timothy Morton, and Brian Massumi, the study investigate how the novel creates a sense of communal ecological consciousness through wonder, grief, anxiety, and connectivity. Powers frames environmental catastrophe as an emotive event that circulates among human and nonhuman bodies, rather than merely presenting climate change as a scientific or political crisis. The study explores the ways in which arboreal metaphors, polyphonic structure, and narrative style contribute to an embodied feeling of environmental precarity. The paper makes the case that The Overstory uses affect to subvert anthropocentric perception and promote ecological relationality through qualitative textual analysis based on affect theory and ecocriticism. The story reorients readers' emotional ties and broadens their empathy beyond humans by emphasizing trees as communicative and agentic beings. In the end, this study shows that climate fiction functions as affective education as well as speculative narrative, transforming readers' perceptions of the planetary problem and fostering fresh approaches to ecological awareness.
subject: Articles
  topic: section
subject: Anthropocene; Ecological Consciousness; Affect Theory; Climate Fiction; Ecocriticism
  topic: keywords
creator: Dr.Shalini Infanta.L
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 99
ending page: 106

MEMES AS MICRO-NARRATIVES: CODE-SWITCHING, EMOTIONAL RESONANCE, AND THE DEFAMILIARIZATION OF REALITY
type: item
description: Memes are the best way to talk to each other in the digital age. They are short stories that use a few words and pictures to explain complex social and cultural ideas. Memes are often seen as funny, but they are actually short stories that look into identity, behaviour, and how people express their feelings in online social settings. This paper examines memes as culturally nuanced communicative phenomena through the theoretical lenses of Mikhail Bakhtin, Roland Barthes, Jean Baudrillard, Russian Formalist concepts of defamiliarization, and posthuman theory. The research asserts that memes operate through precise code-switching, behavioural amplification, and emotionally impactful narratives, facilitating a transition from singular organic realities to complex interpretive coexistence. Memes alter perceptions of social issues and transform contemporary storytelling by rendering mundane events peculiar.
subject: Articles
  topic: section
subject: Memes, micro-narratives, code switching, defamiliarization, digital culture, and posthuman communication
  topic: keywords
creator: Jaiganesh B, Shantichitra K
rights: Copyright (c) 2026
date: 2026-04-02
publication date: 2026-04-02
starting page: 92
ending page: 98