Volume 12 Number 1 2020 - Page 3

Ethics of Advertisement and Marketing Policies: An Indian Perspective

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Yashmita Awasthi1, Barkha Kakkar2 & Aakanksha Uppal3

1, 2 Assistant Professor, Institute of Technology and Science, Mohan Nagar, Ghaziabad. Corresponding email: yashmitaawasthi@gmail.com

3Assistant Professor, Symbiosis Centre for Management Studies, NOIDA, Constituent of

Symbiosis International (Deemed) University                                                                        

 Volume 12, Number 1, January-March, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n1.22

Abstract:

Marketing ethics and customer relations are at the heart of the success of every business enterprise. Customers, of course, expect the same thoughtful service. Some of the key customer standards include quality of service, responsiveness, understanding and acceptance of value-added brands. Ethical marketing is a mechanism through which the company generates consumer interest in products / management, develops strong customer image / connections and attracts all partners by integrating social and environmental concerns into products and signs of progress. India’s advertising industry has expanded significantly in recent years and has become a global map. However, over the years, content, messages and methods of advertising and marketing have created serious ethical problems. In today’s competitive market, companies often pursue ethical marketing practices in order to survive in a highly competitive market. The objective of this paper is to address ethical issues related to print or television advertising in India and to determine the different types of ethical advertising that are unethical in India in relation to the standards set by the Advertising Standards Council of India (ASCI). The study concluded that advertising morality was indeed a problem. Improving advertising ethics requires a strong understanding of regulations and definitions. Organizations should, therefore, determine how they actually conduct marketing that is ethically and socially responsible.

KEYWORDS: Marketing, Ethics, Advertising, Customer

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Physical Qualities and Elements of Streets in the Context of Royal Town in Malaysia

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Wan Norisma Wan Ismail1,2, Nor Haslina Ja’afar2, Nor Zalina Harun2

1Department of Architecture, Faculty of Engineering and Built Environment,Universiti Sains Islam Malaysia. Email: norisma@usim.edu.my

2Centre of Architecture and Built Environment Innovative (SeRAMBI), Programme Architecture, Secretariat of Identity of National Architecture, Faculty of Engineering

and Built Environment, Universiti Kebangsaan Malaysia

 Volume 12, Number 1, January-March, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n1.21

Abstract

Streets are the basic elements in the urban structure and it characterized the townscape and image of the town. The street provides a link between buildings, both within the street, and in the town at large. Streets and buildings must be appropriate to, and unique to, the particular town in which they are located. This article is based on the findings of a doctoral research examining characteristics of street from the aspect of building appearance in the royal town of Kuala Kangsar. Mixed methodology approached are adopted using the triangulation design through the combination of quantitative data with qualitative data to further analyze the relations between them and subsequently validated by focus group discussions. The study found that building is a key component that forms the character of a street and it is contributed by physical qualities such as attractiveness,visibility and human scale. These physical qualities are contributed by physical elements namely building design, building skyline, building continuity and consistency, vertical elements, appearance of civic building, marker sequences, building scale and enclosure. While each of these elements are influenced by factors such as building location,building function, building age, building height and size, building form, building openings, roof form, architectural style, facade treatment and decorations, building signage, street width, five-foot walkway and quality of view. The paper concludes by establishing that street characteristics has a significant contribution in preserving the identity of the royal town therefore it should be consideredfor the improvement and refinement of existing guidelines regarding the physical design of streets in the royal towns of Malaysia.

Keywords: Street, character, royal, town, physical, elements, qualities.

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Sustaining the Environment: the Wisdom of Banyumas Women in Ahmad Tohari’s Novels

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Septi Yulisatiani1, Sarwiji Suwandi2, Suyitno3, Slamet Subiyantoro4

1,2,3,4Faculty of Teacher Training and Education. Email: septiyulisetiani@gmail.com

1,2,3,4Sebelas Maret University, Indonesia

 Volume 12, Number 1, January-March, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n1.19

Abstract

This article discusses the wisdom of Banyumas women in preserving the environment, as represented in the novels of Ahmad Tohari. In this study, ‘Banyumas women’ is the term used for women who live in the Banyumas area, central Java, Indonesia and who perform activities which preserve their environment. Research into literary works such as Ahmad Tohari’s novels is important because its results can be used as guidelines for readers in choosing quality literature. This research was conducted employing an ecofeminism approach to literary texts. The research method used is qualitative content analysis and the data is drawn from six novels by Ahmad Tohari. The results of the study show that novels by Ahmad Tohari depict women who engage in activities which manage the environment wisely. These activities include wisely conducted activities in processing natural resources into food and herbal medicines, using environmentally friendly equipment in daily living, preserving domesticated animals and their habitats, and in utilizing nature as a medium and a place to play for their children. These environment-preserving activities represented in Ahmad Tohari’s novels can be used as a guide for people around the world for preserving their own environments.

Keywords: Women’s activities, wisdom, environment, novel, Indonesia

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Linguistic and Cultural Worldview of Modern Bilingual Chinese American Writers

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Svetlana Korovina1, Anna Pushkina2, Liudmila Krivoshlykova3, Anna Ilina4

 1, 2, 3, 4Faculty of Philology, Peoples’ Friendship University of Russia, (RUDN University), Moscow, Russia. Email: svetlanakorovina@list.ru

 Volume 12, Number 1, January-March, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n1.18

Abstract:

The article deals with Chinese inclusions in the novels by modern Chinese American writers E. Tang and M.H. Kingston. In the process of the study different types of bilingualism are taken into consideration. Being bilingual representatives of the second-generation immigrants both E. Tang and M.H. Kingston can evaluate the level of linguistic and cultural assimilation of the Chinese in the multinational environment. The research is focused on the ways linguistic and cultural worldview of bilingual authors is reflected in their works. To reach the goal of the research the continuous sampling method is used to collect the data. Though in most cases the authors explain or translate inclusions, we find it important to track the origin of the inclusions under study. The analysis has shown that the majority of Chinese inclusions illustrate such basic cultural values as family circle, forms of address, cuisine and etc.  Inclusions in the texts prove that root culture and newly acquired one peacefully coexist in Chinese community in the USA. The results indicate that inclusions employed by the authors in the novels reveal their personal emotional attitude to the characters and prove that their bilingualism and biculturalism help to bridge the gap between different cultures and nations.

Keywords: Bilingualism, inclusions, Chinglish, linguistic worldview, cultural identity

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Change of Postmodern Paradigm in Cultural studies and Socio-cultural Practice

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Elena Olegovna Kuznetsova1, Natalia Evgenevna Shafazhinskaya2, Alexander Vladlenovich Kamenets3, Elena Anatolyevna Meleshkina3, Natalia Gennadievna Orlova3

1Russian State Pedagogical University named after A. I. Gertsen, Saint Petersburg, Russia. Email: elkuznecova@inbox.ru

2Razumovsky Moscow State University of Technologies and Management, Moscow, Russia

3Russian State Social University, Moscow, Russia

 Volume 12, Number 1, January-March, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n1.17

Abstract:

The proposed article is devoted to the problem of changing the postmodern paradigm in cultural studies and socio-cultural practice as opening new prospects in solving urgent problems of life and development of cultural heritage. The authors of the article consider the possibility of the postpostmodern study of interaction processes as the main research focus, developing and creatively rethinking the postmodern achievements of cultural processes and phenomena. The proposed new paradigm bases significantly expand the views of researchers studying the sociodynamics of culture in the field of forecasting cultural processes and socio-cultural design in various spheres of human practice. The discussed paradigm may be of particular interest for the development of problems in the field of ethics and the solution of modern environmental problems, which remain among the least studied in cultural studies and cannot be comprehensively considered in the framework of postmodern approaches.

Keywords: postmodernism, postpostmodernism, interaction, cooperation, communication, culture, society.

The Ontological Characteristics of the Church of Jesus Christ of Latter-day Saints

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Nursulu Sauranbekkizi Altayeva1, Kairat Aitbekovich Zatov2, Kakimzhan Muratzhanovich Bishmanov3, Kudaiberdi Bagasharov4 & Mukan Nurzat5

1Al-Farabi Kazakh National University, 71 al-Farabi avenue, Almaty, Republic of Kazakhstan. Email: nursulu.84@mail.ru

2Egyptian University of Islamic Culture “Nur-Mubarak”,

3,4,5Al-Farabi Kazakh National University, 71 al-Farabi avenue, Almaty, Republic of Kazakhstan.

 Volume 12, Number 1, January-March, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n1.15

Abstract:

The article analyzes the main principles behind the ontological doctrine of the Church of Jesus Christ of Latter-day Saints, as well as the characteristics of its genesis, development and functioning in a Protestant environment. The work provides a basic definition of ontology as the science of being, determines its conceptual content in the religious dimension and characterizes essential moments of the sacral history of the Universe and mankind from the perspective of Mormonism that are essential for the study of the ontological aspects of this belief system. The research is accompanied by comparative analysis of the ontological doctrine of the Church of Jesus Christ of Latter-day Saints and philosophical systems that have directly or indirectly influenced the Mormons’ worldview, including G. Leibniz’s monadology, Aristotle’s first principles and Plato’s theory of ideas. At the same time, the authors identify the specific features of monotheistic ideas in the doctrine of Mormonism and its difference from other monotheistic beliefs. Fundamental ontological categories, such as movement, time, space, spirit and matter are analyzed through the prism of Mormon perception.

 

Keywords: Church of Jesus Christ of Latter-day Saints, Mormons, ontological doctrine, monotheism, movement, matter, spirit, Neo-Christianity, ontological categories, religious denominations.

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Mental Health Problems in the Wake of Disaster: A Gendered Perspective

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Minakshi1,  P.C. Joshi2 & Rahul Kumar3

1UGC Post-Doctoral Fellow, Department of Anthropology, University of Delhi, Delhi-110007. 

2Professor, Department of Anthropology, University of Delhi, Delhi-110007.

3Field Officer, Centre for Cultural, Resources and Training (CCRT), Ministry of Culture, Govt. of India. 

 Volume 12, Number 1, January-March, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n1.14

 Abstract:

The present study attempts to analyze mental health problems in terms of anxiety, depression and probable post-traumatic stress disorder among women in Kosi flood affected areas of Bihar, India.

STUDY DESIGN: Cross- Sectional Survey.

METHOD: A cross- sectional survey was conducted with total sample size of 250. 125 from high flood affected areas where populations were displaced for longer period of time from their original homeland and the same from the unaffected areas without displacement. Purposive sampling was used with those respondents who were willing to be part of the study. Ever-married women aged 17-49 were eligible for the study that were recruited after informed consent. Mental health was assessed by using the Hopkins Symptom Checklist-25 (HSCL-25) and Post Traumatic Stress Disorder Civilian Checklist.

RESULTS: Between the two groups there was significant difference found in terms of anxiety (t=10.64, df=248, p=.000) and depression (t=10.32, df=248, p=.000). Further the affected group scored low in two domains of PTSD i.e. avoidance and arousal, whereas intrusion score was found to be average. Moreover, an inverse association of anxiety (r=-0.189 & p=.03), depression (r=-0.185 & p=.03) and PTSD (r=-0.245& p=.006) with age was found among the affected population.

CONCLUSIONS: Anxiety and depression was found to be at an elevated level among affected groups, although respondents in the affected areas scored low in most of the domain of PTSD. Thus following a major disaster, there is a need to specifically address the mental health problems among women and provide adequate psycho-social support.

Rituals for Social Communication in Folk Theatre of Rajasthan with Special Reference to Performance of Jagdev Kankaali

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Yogita Swami

Research Scholar, School of Media and Communication at Manipal University, Jaipur. Email: yogitaswami48@gmail.com

 Volume 12, Number 1, January-March, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n1.13

Abstract:

Rituals have been an important factor in human development of since primitive times, not only as support in the struggle for survival but also for entertainment and education. Rituals have also been used to acknowledge the supremacy of feudal lords, kings, and emperors. Rajasthan, because of its feudalistic character and a very specific geographical condition, have been dependent on the imaginary and superhuman powers of rituals. In the course of time, performers of rituals emerged into groups having expertise in their art and developed specific form and style of performance. This paper explains and analyzes the anthropological interrelation of the rituals, social communication, and folk theatre of Rajasthan through the performance study of the popular folk play Jagdev Kankaali. This study underlines the theoretical aspects of social communication as well as analyzes the performance of the above play along with its ritualistic environment.

Keywords: Rituals, social communication, folk theatre, mythology.

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Reflections on the Visceral: Metaphors and Illness Experience

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Sathyaraj Venkatesan1 & Sweetha Saji2

1Associate Professor, Department of Humanities and Social Sciences, National Institute of Technology, Trichy, India. Email: sathya@nitt.edu

2Research Scholar, Department of Humanities and Social Sciences, National Institute of Technology, Trichy, India. Email: sweethasaji@gmail.com

 Volume 12, Number 1, January-March, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n1.12

Abstract

With changing literary and socio-cultural conventions, theories on metaphor have undergone revision in their conceptualisation and use since Aristotle’s Poetics. Although Aristotle premised his theoretical framework of metaphor on analogy, most contemporary research on metaphor is grounded on its role as a linguistic device and of poetic imagination until the radical exploratory studies made by George Lakoff and Mark Johnson, who redefined metaphor as a characteristic of thought and action. However, a systematic reflection on metaphor as a phenomenon of lived experience and conditions for its expression is lacking in different metaphor theories. Therefore, this essay aims to provide an overview of the major theoretical postulates on metaphor, with an emphasis on Lakoff and Johnson’s cognitive metaphor theory (CMT) and its correspondence to expressions of illness experience. Further, the wider implications of using metaphors, especially visual metaphors in graphic pathographies, will be analysed in the essay.

Keywords: metaphors, comics, illness, graphic medical narratives, conceptual metaphor theory

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Towards a Theory of Graphic Medicine

Sathyaraj Venkatesan & Anu Mary Peter 1Associate Professor, Department of Humanities and Social Sciences, National Institute of Technology (NIT), Tiruchirappalli,

The Creative Art of “Arabian Nights” Construal

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Kira Andreeva

Tyumen State University, Russia. Email: kiralexx2012@yandex.ru            

 Volume 12, Number 1, January-March, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n1.11

Abstract

The present article aims at studying literary architecture of stories of “Arabian Nights” which for centuries have continued to excite scientific interest of scholars in the spheres of Humanities and Arts. The enormous spiritual-aesthetic wealth of Art, in general, inspiring people, was created not only in different art media forms: painting, music, opera, ballet but in creative literary art, as well. The collection of tales of “One Thousand and One Nights” presented one of the best examples of such phenomena. The present empirical research was based on contemporary interdisciplinary approaches to cultural studies, literature and linguistics. The initial pilot study of the studied text-construal singled out the prevalence of stable narrative structures of fairy-tales’ architecture.  However, the presence of the substantial number of cases of norm violations determined the additional choice of new devices of analysis borrowed from one interdisciplinary branch of science: synergetics. The latter proved to have the power not only to explain violations but, in addition, to demonstrate them later graphically with the help of image-like fractals.

Keywords: creativity, literary art, text-architecture, narrative tools, interdisciplinary approach, synergetic fractals, mapping images

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