Media WatchAn Interna onal Peer Reviewed Research Journal in Communica on and Media

www.mediawatchglobal.com

ISSN 0976 0911e-ISSN 2249 8818

Volume 4 | Number 3 | September 2013

Indexing & Cita onsEBSCOhost

EBSCO Communica on and Media IndexMIAR

UlrichswebJ-Gate

Google ScholarResearchBib

Indian Cita on Index

Prof. Jyotika RamaprasadKnight Center for International Media , School of Communication, University of Miami, Florida, USAProf. Bill EdwardsCommunication Department, Columbus State University, Georgia, USAProf. Daya ThussuIndian Media Centre Communication & Media Research Institute, University of Westminster, United KingdomProf. Gloria P. RuizInstitute for Communication, Entertainment & Media School of Leadership Studies, St. Thomas University, Florida, USAProf. Sree SreenivasanColumbia Journalism School, Columbia University, USAProf. Mark GoodmanDepartment of Communication, Mississippi State University, USADr. Sundeep MuppidiSchool of Communication, University of Hartford, USADr. Nina WeerakkodySchool of Communication and Creative Arts, Deakin University, AustraliaDr Usha M RodrigueSchool of Communication and Creative Arts, Deakin University, AustraliaDr. Sukhmani KhoranaSchool of Social Sciences, Media & Communication, University of Wollongong, AustraliaProf. Zakir Hossain RajuSchool of Liberal Arts & Social Sciences, Independent University, BangladeshDr. Callum GilmourSchool of Arts & Social Sciences, Monash University, MalaysiaProf. Vijay DevadasSchool of Media, Film & Communication, University of Otago, New ZealandProf. Vijay MishraFaculty of Arts, Murdoch University, Perth, AustraliaProf. Radhika GajjalaSchool of Media and Communication, Bowling Green State University, USAProf. Kiranjit KaurFaculty of Communication and Media Studies, University Technology Mara, MalaysiaProf. Lynn Schofield ClarkEstlow International Center for Journalism & New Media, University of Denver, USADr. N. V. PrasadSchool of Communication, University Sains MalaysiaDr Monia AcciariCollege of Arts and Humanities Swansea University, UKDr. Madhavi MallapragadaDepartment of Radio-TV-Film, University of Texas at Austin, USADr. Aurogeeta DasSchool of Humanities, University of Hertfordshire, Hatfield, UKDr. Afsar MohammadDepartment of Asian Studies, College of Liberal Arts, University of Texas, Austin, USA

Editor-in-Chief: Dr. Sony Jalarajan RajEditor: Dr. R C Pattnaik

Editorial Board

Dr. Sarita MalikSchool of Social Sciences, Brunel University, Middlesex, UKDr. Manisha Pathak-ShelatSchool of Journalism & Mass Communication, University of Wisconsin-Madison, USADr. Nathan Rambukkana School of Communication Studies, Wilfrid Laurier University, Waterloo, CanadaDr. Vinita SrivastavaSchool of Journalism, Ryerson University, CanadaProf. J S YadavFormer Director, IIMC, New DelhiProf. B K KuthialaVice-Chancellor, Makhanlal Chaturvedi National University of Journalism & Communication, Bhopal, IndiaProf. M R DuaFormer Professor, IIMC, New DelhiProf. Jayashree JethwaneyIndian Institute of Mass Communication, New DelhiProf. J V VilanilamFormer Vice-Chancellor, University of Kerala, IndiaProf. M SarngadharanDirector, SNES Institute of Management Studies & Research, Calicut, IndiaDr. T. T. SreekumarMudra Institute of Communications, Ahmedabadm, India.Prof. Suresh JnaneswaranDepartment of History, University of Kerala, IndiaProf. Kiran ThakurAdjunct Faculty, Department of Communication & Journalism, University of Mumbai, IndiaProf. T. S. GirishKumarDepartment of Philosophy, MS University, Baroda, IndiaProf. J S Giri RaoDepartment of Mass Communication, Berhampur University, IndiaProf. Sreedharan Josh School of English & Foreign Languages, Kannur University, Kerala, IndiaProf. Anjali MonteiroSchool of Media and Cultural Studies, Tata Institute of Social Sciences, Mumbai, IndiaProf. K.P. JayasankarSchool of Media and Cultural Studies, Tata Institute of Social Sciences, Mumbai, IndiaProf. Anjali Gera Roy School of Humanities & Social Sciences, Indian Institute of Technology, Kharagpur, IndiaProf. Kiran PrasadSri Padmavati Mahila University, Tirupati, IndiaDr. Siby K GeorgeSchool of Humanities, Indian Institute of Technology, Mumbai, IndiaProf. Manish VermaAssistant Vice President, Amity University, Rajasthan, IndiaDr. Baliram N. GaikwadDepartment of English, Acharya and Marathe College, University of Mumbai, India

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About the JournalMedia Watch is a peer reviewed and refereed international journal on mass communication, media, journalism, cinema, ICT, advertising and public relations. Media Watch publishes three issues in a year (January, May and September). The journal is indexed and cited in major national and international research database. The main thrust of the journal is to publish original methodological/scientific/theoretical research papers and reports, book reviews, critical essays on various fields of media, communication, film studies for the benefit of the academic community and researchers worldwide. Media Watch is refereed as a trusted source for wide range of high quality research by the leading international universities and academic research centers. Published research articles in Media Watch enjoy very high impact and major citations. Media Watch is supported by strong international editorial advisory support from leading academicians in the world. Detail information regarding manuscript submission information, guidelines for authors, peer review process, copyright information and transfer, subscription, advertisement and others may be seen from the journal website:www.mediawatchglobal.com. Contributors should be familiar with the nature and scope of the Media Watch. Familiarity with past issues of the journal is essential.

Abstracting/Indexing Media Watch presently covered by EBSCOhost, EBSCO Communication & Media Index, MIAR, Ulrichsweb, J-Gate, Google Scholar, ResearchBib, Indian Citation Index

Subscription Price for 2014In India : Institution (Print and Online : Rs. 4,500), Individual (Print : Rs. 1,500). For other countries: Institution (Print and Online : USD 225, Online only : USD 175 ); Individual from (Print : USD 110). Subscribers in India may transfer the subscription amount using the internet banking facility to Media Watch (Account No. 30959186093, State Bank of India, Nabakalebar Road Branch, Puri- 752 002, Odisha (Code : 2034) (IFS Code : SBIN0012034). Please also communicate through mail after transferring the subscription amount.

Media Watch is published under the permission and registration of the Registrar of Newspapers for India (RNI), Government of India, No. ORIENG/2010/31441. 2013 Media Watch : All rights reserved, including those of translation into foreign languages. No part of this journal may be reproduced in any form (by photo print, microfilm or any other means or transmitted or translated into machine language without written permission from the publisher). The views expressed by the authors in the articles are their own. They do not reflect the views of Media Watch or the organizations they represent. All efforts are made to ensure the published information is correct. Media Watch is not responsible for any errors caused due to oversight or otherwise. All disputes are subjected to the exclusive jurisdiction of competent courts in Puri, Odisha, India.Printed, published and owned by Deepak Ranjan Jena, Kundheibenta Sahi, Puri-752001, Odisha, India and edited by R. C. Pattnaik, printed at Kalyani Printers, BJB Nagar, Bhubaneswar, Dist-Khurda and published at Ramchandi Sahi, S.C.S College Road, Near Amala Club, Puri-752001, Odisha, India

CorrespondenceAll correspondence including submission of manuscripts should be sent to:The Editor, Media WatchS.C.S College Road, Near Amala Club, Puri-752 001, Odisha, IndiaE-mail: mediajournal@ymail.com / mediawatchjournal@gmail.comTelefax : +91 6752-220088, Mobile : +91 94395-37641Website:www.mediawatchglobal.comBlog: www.mediawatchjournal.blogspot.in

RNI No. ORIENG/2010/31441