Abstract: This study explores the phenomenon of groups of men known as Involuntary Celibates
(Incels) in an internet meme culture. This research used Visual methodologies by Rose Gillian, and
Masculine domination by Pierre Bourdieu. In addition, this research used the additional The Red
Pill psychology theoretical framework by Peter Wright and Paul Elam followed by several Red Pill
ideologies which spread across The Red Pill communities. All the data are collected from several
internet memes platforms and the following memes are downloaded that represent Incels-related
subjects. The results show that the correlation between Masculine domination and The Red Pill
hierarchical masculinity had formed the heteronormative masculinity in which men are considered
attractively masculine if they fulfilled the heteronormative scale of desired men, such as physical
appearances (height, facial features, and muscularity), psychological traits, and socioeconomic
behaviour. Furthermore, Incels’ celibacy reflected in a meme culture is rooted in their
unattractiveness, thus perfectly manifesting the emphasizing of heteronormative masculinity as a
standard of real desired men as Incels are rejected both by society and women based on their
unfulfillment of heteronormative masculinity which displays in Incels-related memes.
Abstract: Objectives: To explore the effects of raids on restaurants shown in crime/investigation shows
of Pakistan on the behaviors of youth. Sample: Respondents were selected from University of the
Punjab (PU) and Lahore University of Management Sciences (LUMS). Method: The methodology
used by the study is survey and the questionnaire are of structured pattern and comprised of close
ended questions endorsing both Nominal and Likert scales. This study has surveyed among
150 students who were living in hostels in their respective universities. Theoretical Framework:
Cognitive Dissonance was the theoretical framework for the study which explains about the
difference between the beliefs and actions. Findings: The results show that the raids on restaurants
shown in different crime shows of Pakistan are disseminating information, but that information is
not yielded into the behavioral change as expected from the information. Implication: These
programs are widening the gap between action and thoughts of the youth. The epitome of the study
is that unveiling restaurants in crime/investigations shows are creating awareness among the
students about food items and their hygiene condition, but the awareness is not yielded into the
behavioral change by the students. The study suggests that informing the youth is also necessary,
but it is the need of the time to pay more attention towards cleanliness of the restaurants
environment than just to inform the youth about not to go on those kinds of restaurants for eating.
Abstract: A necessary skill of a modern person existing in the information world is information literacy.
Educational organizations of various levels actively use modern information technologies in the
educational process, which contribute to improving academic results, developing digital literacy,
and increasing the motivation of students. Promising technologies that meet the above
requirements are visual learning technologies. A significant number of publications devoted to
visual technologies and the peculiarities of their use in teaching various sciences speak about the
prospects of these technologies and their undeniable advantages. With the help of visual images,
graphics and diagrams, complex material is absorbed more efficiently, students work productively
with complex schemes and algorithms. By transforming the information that needs to be processed
into visual diagrams, students easily memorize it and use it to solve their tasks. The purpose of this
study is to study the possibilities of using visual technologies in the educational process to develop
students' motivation, improve the quality of the educational process. The study suggests using
visual technologies, such as: intelligence maps, infographics and pictograms, scribing, sketching.
The research program is based on the diagnosis of the level of motivation to learn before and after
the use of active and passive visual technologies in adult education. The study was conducted for
four months as part of adult education directed from organizations using visual technologies.
Teachers were instructed and methodical training, after which classes were implemented.
The results of the work showed that the use of visual technologies makes it possible to increase the
level of motivation of students, as well as to better memorize, reproduce information and use it in
their practical activities.
Abstract: YouTube has continuously been exceptionally accommodating for university students to
construct up their abilities in a few regions. Students have been paying additional for academies to
learn a few procedures concerning computer or English dialect but YouTube has been there for
them from pronunciation procedure to learning vocabulary and advance more incorporate
Photoshop, editing, and designing. The impact of YouTube on students during the time of COVID-
19 and how YouTube made a difference for them to advance way better at their academic level.
The taking after overview with legitimate information that how many students, and in which type
of consumption they did from YouTube for their better utilization in academic studies during
COVID-19. The given study took place around the University of Sindh, however, usually the most
central area of the taking after investigation. The main objective of the study was to assess the
importance of YouTube for educational purposes and to investigate how YouTube is beneficial for
education among the students of Sindh University in the time of pandemic. YouTube utilization in
academic performance for the students of the University of Sindh. YouTube recordings can be an
effective learning device, as they include an energetic component to your eLearning courses, move
forward information exchange, illustrate complex strategies, and offer assistance clarifying
troublesome points Lastly, YouTube recordings have been a valuable source of instructive
substance, they are a free internet-based device, and the effect has been imperative based on the
study on students' performance.
Abstract: The purpose of museum pedagogy is aimed at the development of research abilities, cognitive
interest. Tasks of museum pedagogy are to form an idea of the museum, its functions, and
capabilities; develop artistic and creative skills; create conditions for the development of visual
culture; increase the number of cognitive forms and tools; expand horizons and world outlook;
sparkle cognitive interest and study motivation; develop research skills and abilities. In this sense,
museum pedagogy and media education have quite a few similar cornerstones, and so, our project
is relevant in both the practical sense and the theoretical sense. The article elaborates upon the
creative media production project of a multimedia booklet Taganrog – the cultural capital of the
Don, created by students of Taganrog Institute of Management and Economics in 2021.
The theoretical background of the project is media education and museum education pedagogical
frameworks. The empirical research embraces primary research of the motives of the educational
activity (diagnostics); the survey based on the structured interview questions and the secondary
research of the motives of the educational activity (re-diagnostics).
Abstract: Data mining has become an essential element of today’s information world. Different
industries and sources daily produce a huge amount of data. When it comes to textual analysis,
internet users produce a large amount of data in the form of Twitter Tweets, updates, posts, and
comments from Facebook and blogs, short messages, and emails. Analysis of such data will give
more valuable information and insights about the studied subject but the problem with social
media text is that it is availbel in very raw form. Social media users usually do not produce text in a
particular format required by analytics algorithms. Social Media text contains usually miss-spelt
words, links, and hash-tags, mentioning people, word/phrase short forms, word elongations,
emotional symbols, and many other raw forms. When available text pre-processing techniques
(tokenization, lower case, stemming, lemmatization, stop word removals, and normalization) are
applied to this raw and un-cleaned data, the removal of many words/phrases results in information
loss or information modification. Hence, the curse of data dimensionality vanished and make it
difficult to get as much as possible insights from data. We have proposed some advance and robust
pre-processing techniques used to increase information preservation from social media text while
preserving the semantics of data remain the same.
Abstract: On the basis of an analysis of film studies concepts (in the context of the sociocultural and
political situation, etc.) of the second decade of the journal Cinema Art (1945–1955) the authors
conclude that theoretical works on cinematic subjects during this period can be divided into the
- theoretical articles written in support of the Resolutions of the Central Committee of the
Communist Party dedicated to culture (including – cinematography) and defending the principles
of socialist realism and communist party in cinematography (1946–1955) (Y. Borev, A. Burov,
A. Groshev, D. Eremin, A. Karaganov, D. Pisarevsky, V. Razumny, N. Semenov, V. Skaterschikov,
V. Sutyrin, etc.)
- theoretical articles opposing "cosmopolitanism," formalism and bourgeois influence,
contrasting them with communist ideology and class approaches (1949–1955) (A. Abramov,
Y. Arbat, S. Ginzburg, I. Greenberg, I. Dolinsky, D. Eremin, S. Freilich, V. Scherbina, Y. Vostrikov,
I. Weisfeld and others);
- theoretical articles critical of bourgeois film theories and Western influence on Soviet
cinema (1945–1955) (G. Avarin, I. Weisfeld, etc.);
- theoretical articles devoted mainly to professional problems: the development of color in
film, genres, entertainment, film dramaturgy, etc. (1945–1955) (A. Dovzhenko, S. Eisenstein,
A. Golovnya, L. Kosmatov, V. Lazarev, A. Macheret, M. Romm, V. Shklovsky, V. Zhdan, etc.);
- theoretical articles balancing between ideological and professional approaches to the
creation of cinematic works of art (1945–1955) (L. Belova, V. Frolov, S. Gerasimov, N. Morozova,
L. Pogozheva, V. Pudovkin, V. Turkin, G. Tushkan, I. Weisfeld, etc.);
- theoretical articles calling on the authorities to ensure organizational transformations that
would promote the intensive development of film studies as a science (N. Lebedev).
Abstract: The purpose of the study focuses on determining the level of addiction to the Smartphone in
university students, as well as evaluating the perception between men and women, in relation to
the elements that determine the addiction to the Smartphone. Through a non-probabilistic sample
by self-determination, the groups were invited to participate in order to capture the largest possible
number of cases. It was established as an inclusion criterion that they were students enrolled in a
school cycle, belonging to a public university. To obtain data, the scale designed by Kwon, Kim, Cho
& Yang (2013) called Smartphone Addiction Scale (SAS) was used, which consists of 10 indicators
with a Likert-type response option, as well as questions related to the profile of participants.
The main findings were: in relation to women, the level of addiction (64 %) corresponds to scores
between 10 and 22, classified as the lowest level, with scores greater than 33 considered as addicted
people. 27 % of the women surveyed present high risk levels. In relation to men, 64 % correspond
to scores between 10 and 21, which reflects that the level of addiction to the smartphone in men is
low, although a considerable percentage (29 %) presented a high level of risk. In relation to the
perception between men and women, in relation to the elements that are considered determinants of
the addition to the smartphone, the AFE was used. 63 % of the variance is explained by three factors,
whose items with the greatest weight in each component are: resistance (.798), in the second
component the item with the greatest weight is people (.797) and the third groups four items and the
one with the greatest weight is responsibility. In women, the variables are grouped into
2 components, in component one the item with the greatest weight is resistance (.825), in the second
factor the item with the greatest weight is muscle (.756), together they provide a variance of 56.07 %.
Abstract: One of the most significant changes the information and communication ecology is the
internet. It not only allows for real-time contact and engagement across time zones, but it also
allows for successful social growth and crisis management, including the promotion of distance
learning, particularly during the COVID-19 epidemic and its associated lockdown on educational
systems. This disruption of education poses a threat to learning in Nigeria, and the consequences of
continuing to close schools and academic programmes might have detrimental consequences for
students, parents, and the country. Students can be encouraged to explore their own interests and
become active learners during the lockdown by using internet-enabled ICT as a resource. However,
this was noticeably absent in Nigeria ’s educational system. This paper aims to provide a simple,
cost-effective, and alternative pedagogical system for use during and after the epidemic,
particularly for open schools and institutions. This study offers an e-learning system based on the
use of a computer and Android smartphone apps to help mitigate the detrimental effects of the
continued lockdown on the Nigerian pedagogical system, or what this paper refers to as the ‘edulockdemic.’
The proposed system was developed as a framework based on a comprehensive
examination of existing literature, and it is projected to allow institutional managers to monitor
school and academic teaching and learning activities in a virtual learning area known as a
“CT-learning area.” In the conclusion, policy recommendations are made.
Abstract: Subject librarianship (SL) has long been practiced in academic libraries. But, with the
transformation brought about by socio-cultural and technological factors, the roles have evolved.
This article discussed the traditional role of Kazakh subject librarians, their current practices, and
personal strategies in delivering services including information literacy in academic libraries.
In Kazakhstan, subject librarians provide information literacy sessions and workshops dedicated
for specific classes. A quantitative research method was adopted for this study using an online
questionnaire for data gathering. It utilized purposive sampling to identify the competencies and
performing tasks of subject librarians. It also analyzed how subject specialists promote their
programs and relationship building strategies and investigates the differences and similarities with
the available Western interpretations of subject librarianship. A total of 57 Kazakh university
libraries and 80 librarians responded to the survey questions. Results of the research provides
guidance for the implementation of subject librarianship practices of academic libraries in the
region. To better serve their communities, subject librarians shall develop an excellent relationship,
shared commitment, offer quality assistance, open communication, and always instils
professionalism. Ultimately, the study reflects on the uniqueness of subject librarianship in
Kazakhstan as well as its similarity in the practice of subject librarianship globally.
Abstract: Within contemporary scholarships, various aspects of media consumption of «digital»
generation are actively studied. However, there is still not enough research on relationship between
typical media practices of young people and their inherent political ideas, values, and attitudes.
This article is aimed at partially filling this gap by revealing a correlation between the information
sources young Russians use, on the one hand, and how they feel about politics and see their
country’s future – on the other. Empirical data of the study contains results of online survey of
519 young people (aged between 14 and 35) living in the Saratov region, and three focus group
interviews in which 36 people took part. Some of the results obtained are brought into correlation
with the conclusions made by “Russian Public Opinion Research Center” and “Public Opinion
Foundation” specialists. Among other things, a feature is confirmed that many young people do not
trust the sources they receive information from.
Abstract: The article defines the basic principles of conducting information-psychological special
operations as one of the forms of information warfare. The objects and subjects of information
wars, as well as the methods and tactics of its conduct, are determined. In the process of studying
the problem, it has been revealed that in theory and practice, the term «information wars» are
often replaced by the concept of «strategic communications», which in some way familiar by sense
but incorrect due to several differences: semantic, conceptual, goal-setting, etc.
The main differences between the so-called «conventional» and «non-conventional»
methods of warfare are analyzed, and the advantages of information-psychological campaigns as
non-conventional wars compared to conventional wars are distinguished. The article also identifies
the most effective forms of information and psychological campaigns in influencing and
transforming people's thinking and behavior patterns - disinformation, propaganda, and
The authors used data obtained as a result of a nationwide study using the face-to-face
interview method to determine the level of information resistance as a means of confronting the
socio-psychological actions within the information war against the Ukraine population. For this
goal, the authors formulated a hypothesis that the level of effective opposition to the influence of
information and psychological campaigns is directly proportional to the level of development of
media and information literacy.
Abstract: The project is motivated by the increase of hate speech in different level media. In the times of
global disasters people rely on media as an important source of information. Our goal was to
highlight that media can change the psyche of people in the times of uncertainty. It is obvious that
social anxiety is fueled by fake news, spam and hate speech. Our research was based on analysis of
mass media techniques and their influence on the formation of negative stereotypes and prejudices.
The analysis results show that in the period of pandemic a new vocabulary appeared and modern
media influence the change in society’s attitudes from tolerance to intolerance. Influence is
increasing on the processes of changing culture and values in the society, therefore it is impossible to
ignore its impact on life practices. Media fix this situation but create new stereotypes. Many
journalists use hate speech unintentionally but due to the lack of professional skills. The conclusion is
that hate speech is the power that spreads, provokes, encourages or justifies racial hatred,
xenophobia, or other forms of intolerance-based hatred; it is based on negative attitudes to people.
COVID-19 anxiety and fear cannot justify unprofessional use of hate speech, which should not be
underestimated or ignored. The study also shows that alongside with uncertainty and fear caused by
COVID-19 pandemic hate speech as a social phenomenon adds to tension and stress, and as such
should be studied, analyzed and differentiated from sarcastic or ironic statements causing no harm.
Abstract: This article is part of the larger research “Media education of pedagogical profile students as
a tool to resist media manipulation” (2020–2022). The aim of this work is to further current
knowledge of the problems inherent in coverage of Russian news in foreign media, namely, the
BBC Russian Service in 2020–2021. As distinct from some other Western media, where the
majority of media texts on “Russian topic” contain signs of manipulation of the public opinion,
BBC is characterized with a more balanced position. 689 media texts were analyzed based on the
theoretical framework of key questions developed for media literacy education activities.
The conclusions about the level of trustworthiness, bias, and some recurring manipulation
techniques are made. It was found out that two-thirds of media texts from the examined sample
contained mostly objective information, not accompanied by manipulative techniques.
Nevertheless, in about a third of BBC Russian Service materials signs of manipulation and
propaganda clichés were detected to one degree or another. In particular, the most common
manipulative techniques used by BBC Russian Service authors reporting on Russia were “silence”,
“selection”, “labeling”, “framing” facts and “references to authorities”. Clearly, a greater variety of
sources and voices of experts was missing.
Abstract: While digital technologies are opening up new avenues for learning, they are also leading to
social inequalities; for instance, they have given rise to the digital gender gap. Though a significant
effort is being made to make internet access universal, currently, there exists a significant gender
gap concerning access, ownership of digital devices, and digital competence (DC). Digital gender
equality is one of the critical enablers of sustainable development, so there is a need to assess this
gap and develop meaningful indicators for use in designing and implementing effective policies.
Accordingly, this study aims to examine this gender divide in DC, specifically among the hospitality
students in India. We use the quantitative survey method based on DigiComp framework 2.1 to
collect data from a total of 359 hospitality graduates to capture their level of DC in terms of
information and data literacy, communication, content creation, safety and problem-solving. Our
findings suggest no gender difference in the parameters under study except for problem-solving
competence, which includes the ability to solve technical problems, use technology creatively and
identify needs and technological responses.
Abstract: As we live in industry 4.0, digital communication has become the most accessible one. One of
the examples of digital communication is Instagram. Instagram is one of the most famous among
youths all over the world. It is used as a means of storing photos and videos and as a means of
conveying meaning. The images displayed on Instagram attract the readers to understand the
meaning attached in the image or behind it implicitly. At that point, the purpose of this study is to
decipher and analyze the peace message contained in Morshad Mishu's Instagram image for
The Global Happiness Challenge. This Instagram account describes wars all over the world, with a
focus on Islamic countries. Images of war on Instagram are presented in two styles: black-white
and colourful design. The significance of this research is to communicate and convey the message
of peace in the digital era through Instagram as one of the long-term goals of all campaigns to
achieve a better life. The study employs a descriptive qualitative approach. Roland Barthes'
semiotic theory is applied to the reading of seven images. They are three stages of the analysis:
(1) denotation meaning, (2) connotation meaning, and (3) myths. The main finding reveals from
reading the seven images in The Global Happiness Challenge Instagram is that the meaning of
peace in seven images is used as a bargaining power to end the war. Only tears, sadness, fear,
death, and destruction have resulted from the war.
Abstract: The main focus of the research is the cinematic representation of the USSR in modern
Russia. The texts under study are Russian feature films and TV series of the last decade, 2010–
2020. The relevance of the stated topic is due to the increasing interest in the era of the USSR,
including the interpretation of historical facts and their emotional assessment, which form a
system of social expectations and thereby directly determine the assessment of the experienced
present and the desired future. The film narrative is considered as an integral structure – a set of
linguistic and iconic messages. The conclusions are made about the specific myths defining
cinematic representations of Soviet sports in modern films.
Films about sports, which are extremely popular, are aimed at the mass audience.
Audiovisual texts on sports topics are an effective tool for strengthening and promoting various
social myths, and the images of athletes and their coaches are the basis of these myths.
Representation of Soviet sports in modern films is modeled by the following myths:
the Soviet athlete is a patriot, a man of the people; the Soviet coach is tough, but fair,
uncompromising when it comes to the interests of the team or players; a professional, an
innovator, often an outstanding athlete in the past; athletes and coaches usually have to resist the
villain embodied by the party/state official, and succeed in competitions despite the efforts of the
latter; the opposing team are professionals, however often unfair practice and unsportsmanlike
behavior is featured; the triumph of Soviet sport is achieved despite the shortcomings of Soviet
Through modern film texts as a metalanguage, the transformation of the traditional myth
and the establishment of new cultural codes of Soviet existence takes place. That is, modern cinema
does not feature, but constructs the parameters of the social and cultural life of the society of the
USSR era. The authors of audiovisual media texts offer the viewer up-to-date codes of personal and
group feelings, often contradictory or overly exaggerated. We assume that such a perspective of the
study will allow us to expand the idea of Soviet ideology as a mythological system, which is relevant
in modern cultural studies, the theory of mass communication and linguistics, first of all, about the
mechanisms of its formation and translation to the masses.
Abstract: It is a well-known fact that the media have power to change public opinion significantly
during the periods of instability. It is especially important during the pandemic. This research
analyzes and compares two major daily national newspapers' news portals: The Times of India
(English) and Dainik Jagran (Hindi). The aim of the study is to measure the coverage of COVID-19
vaccination awareness on the online news portals of India. This study is based on the method of
content analysis. The purpose of this content analysis is to offer light on the adversarial framing
maintained by the online portal of two major national dailies. It examines daily coverage of
COVID-19 vaccination awareness news published during the period between 01 March 2021 and 30
April 2021. This research was carried out over a set period when the vaccination campaign for
people aged 45 and up began in India, and the second wave of the COVID-19 was at its peak.
Keywords like "COVID-19 vaccine", "awareness", "campaign", "India", and "vaccination" have been
analyzed for frequency, content, and impact of news. The data is analyzed using the Framing
theory. It was found that there is considerable difference between the coverage of COVID-19
vaccine awareness of the Times of India and Dainik Jagran online portal.
Abstract: An important attribute of present-day society is the ability to make sense of past conflicts and
prevent future ones on the basis of such reflections. A central tool in this regard has been the right
to truth, realizing which enables the public to not only learn about mass and gross human rights
violations and their perpetrators but also seek guarantees that there will be no repeat of such
events in the future.
Institutionally, the right to truth is realized both via international and domestic legal procedures
and through the use of various investigative and quasi-investigative commissions. The latter include
truth commissions. The foundational principles underlying the operation of truth commissions were
developed by UN specialists, with the basic idea being to establish such commissions in post-conflict
societies as independent entities, provide them with access to all relevant documents and victims, and
supply them with all necessary financial and operational support.
To gain an insight into models for the formation and operation of truth commissions, an
analysis was conducted of the activity of the Study Commission for Working Through the History and
the Consequences of the SED Dictatorship in Germany, the Yugoslav Truth and Reconciliation
Commission (both representing Europe), the South African Truth and Reconciliation Commission
(Africa), and the Truth Commission for El Salvador (Latin America). The conclusion drawn from the
study is that each of these commissions has been criticized for inefficient activity, despite differences
in the fulfillment of their recommendations. Truth commissions formed of local specialists tend to
enjoy a higher level of support from the public. The realization of the commissions’ recommendations
tends to depend on there being political will and to be possible only under pressure from the
international community and a state’s civil society.
Abstract: This paper discusses the narratives that are being platformed by global OTT giants to break
through the Indian subcontinent market. The narratives chosen to be produced and hosted by
these platforms throw light on their market positioning strategies as well as outline the position of
the web as a popular narrative medium. Picking up case studies of first two Indian web series –
Breathe (Amazon Prime Video India, 2018) and Sacred Games (Netflix, 2018), produced within
the Indian subcontinent, the researchers trace the narratological intervention of the medium.
Employing Narrative Analysis (Riessman, 1993) on the two samples, the researchers try to
ascertain if the web is emerging as a convenient medium of alternative entertainment or if it is
gradually helping in changing the course of societal discourse. Narrative analysis not only dissects
the narrative structures and tools, but also locates the stories in the Alternative paradigm (Fuchs,
2010). Discussing the narratives and narrative structures, the researchers lastly compare the
narratives with the ones popular in media such as Television and film, the paper also points at a
contravention of the formulaic storytelling, stereotyped heroic depiction of the protagonist and an
entry of themes mainstream media has refrained from using till now, such as gender fluidity and
shades of grey in the protagonist. Building upon the study of the Internet as an alternative medium,
this essay includes the narratives as a unit of study, especially in the Indian subcontinent, where
the OTT market is yet uncharted and is open to both global and local producers.
Abstract: The article interprets lexicographic problems from a new perspective, namely: in the media
ecology. The main focus of the article is on language innovations which are actively being
integrated into media communication. Their replication is not always correct and logical. We have
conducted a professional survey among prospective users of the dictionary of language innovations
(Shevchenko, Syzonov, 2021), which enables to assess the role of media ecology in lexicography.
Among those involved in the analysis are responses from journalists, SMM analysts, PR specialists,
publishing editors, and media corporation managers. The analysis has revealed that an
overwhelming majority of media workers monitor language innovations and often use them in
media texts. Different motivations for using language innovations (from trendiness to deliberate
manipulation) give rise to incorrect interpretation by recipients, that is why it is proposed to pay
attention to the media environment when replicating language innovations in the media.
Lexicographers are advised to pay attention to the environmental factor when compiling
dictionaries of new vocabulary. It is proposed to adhere to infolexicographic literacy when working
with a media product as an illustrative material for dictionaries of language innovations.
Abstract: While the rise in social media use has facilitated the instantaneous exchange of ideas and has
allowed for safe interaction during a global pandemic, this reliance on digital spaces has also led to
a proliferation of misinformation and disinformation. This then calls for teachers to help students
become digitally literate citizens who are able to read, analyze, and communicate critically. In light
of this, many language education classrooms have incorporated lessons and assessments to raise
students’ social awareness and critical thinking. This pilot study looks into the multimodal output
of university students in a general education English class to explore the application of knowledge
processes of multiliteracies - experiencing, conceptualizing, analyzing, and applying (Kalantzis,
Cope, 2013). A classroom activity that used memes was prepared by the researchers in order to
teach logical fallacies in argumentation. It is argued that using memes to teach logical fallacies in
argumentation encourages students to engage with multimodal resources. Upon careful analysis of
gathered data, the following results are forwarded: memes generated by students are reflective of
the multiliteracies employed in their conceptualization and execution, and the interaction between
multiliteracies and multimodalities is instrumental in teaching and promoting critical thinking.
Thus, this study reinforces that the multiliteracies framework is an aid for students to become
Abstract: The rapid expansion of the advertising arena compels marketers to contest each other for
acquiring greater market share than their competitors. Therefore, it has become extremely complex
for brands to grab the audience’s attention for sustaining a greater market share. Considering this,
advertisers nowadays are making a 360-degree shift in their traditional approach of reaching out
the customers through rational advertising and communication strategies. Contrary to the rational
advertising approaches, emotional advertising approaches are being widely considered more
effective to grab and sustain the market share. To incorporate the emotional advertising
approaches, advertisers and marketers have yet to innovate the concept of emotional intelligence in
the context of advertising and the marketing domain. Emotional Intelligence is defined as
“the ability to monitor one’s own and others’ feelings and emotions, to discriminate among them
and to use this information to guide one’s thinking and actions.” Consumers form an external
emotional connection with the brand aligned with their personal experiences. Hence, advertisers
want to float advertising messages carrying positive emotional meaning. This, in turn, should help
advertisers to acquire a greater market share than their competitors.
Specifying the importance of emotional intelligence in the field of advertising, this study aims
to investigate the prospects/potential of innovating emotional intelligence for the advertising and
marketing field. The objective of this study is to assess the multiple dimensions of consumer
research, where emotional intelligence has already been applied. Further, the results have been
generated to analyze the gaps where more innovation can be made in terms of incorporating the
concept of emotional intelligence. The study uses 33 articles published in well-reputed journals.
The exploratory analysis of 33 research articles discussing the role of emotional intelligence in
marketing and advertising has been conducted. Based on the analysis, this study assesses the
potential that exists in this field and its role in the existing field of advertising regarding consumer
association with certain brands. Multiple themes have been identified that hint upon greater
connectivity of emotional intelligence in purchase decisions and other relevant advertising
processes. This study will further help advertisers and marketers to innovate the concept of
emotional intelligence in the context of advertising and the marketing domain.