Media, as a powerful social system, plays an important role in creating a person’s sense of reality. It proved to be influential on the belief that in its wider cultural sense, the media largely reinforced those values and norms which had already achieved a wide consensual foundation. The complimentary and independent media are the most substantial requirements for the utility of democracy. The mass media are less effective in this process if they use a hostile perception and more powerful when "persuasive press inferences". The persuasive press inference depicts that individuals frequently presume public opinion from perceptions of the content of media coverage, and assumptions regarding the content that have considerable influence on people.

Culture is learned, not inherited and transmitted from generation to generation. It “is an integrating mechanism”, the social or normative glue that holds together a potentially diverse group of organizational members. The source of new cultural elements in a society may also be another society. The cultural elements of one culture borrowed and incorporated in recipient culture are called diffusion. The processes of diffusion and acculturation bring some kind of cultural changes or shift in the culture. Sometimes diffusion is due to intermediate contact that occurs through the third party.

Mass media has a political and a persuasive power over us. Radio, TV, the press etc. can manipulate whole societies. Political propaganda, advertising and the so-called 'mind-bending' power of the media are long-standing causes of debate and concern. Media has a great effect on our social behaviour which is a part of our culture.

When communicating messages among different cultures, media on the other side also faces severe challenges. According to Jenkins (2006), there is definite paradigm shift as how the content of media is being produced and circulated. Scholars theorizing the current trend to participatory culture emphasized user’s strong preference to share knowledge and culture in communities. Media has given new meaning to cultural sharing and communication. Louis Writh and Talcott Parsons have “emphasized the importance of mass media as instruments of social control.” Media is basically a powerful presence in people’s lives.

Media plays a cardinal role in disseminating our daily life cultural practices. It is said to reflect our culture norms and values and it has widened our choices and increased cultural expression with flow of information at planetary level. Cultural values also shape mass media messages when producers of media content have vested interests in particular social goals. People can produce and symbolise cultural identities through the media.

In this regard, the Organising Committee of 6th National Media Conclave-2022 invites you to participate in the Eastern India’s biggest literary and academic extravaganza as a delegate and present a paper on any sub-theme mentioned below. Selected research papers will be published in a peer-reviewed journal.


Abstract should be within 400 words and it must contain proper title, author’s brief profile, background of the study, objectives, methodology and findings. The full paper should not exceed 5000 word limit. Abstracts and papers should be written in English (UK only) and submitted in either .doc or .docx format. Selected papers will be published in a peer-reviewed journal. Download Full Guidelines


Deadline for Abstract Submission:      September 25
Registration Deadline:                      September 30
Abstract Acceptance Notification:      October 10
Deadline for Full Paper Submission:   October 25
Conclave Dates:                            November 21-23


  • To mark Azadi Ka Amrit Mahotsav and celebrate 75 years of Independence.

  • Inviting media educators to provide them the platform to redefine the relationship between media and culture

  • To curtail down the hazardous effect of media if it has on culture as well as to explore the positive aspects

  • Media can lead to evolution and revolution of mind and heart of the people fostering information

  • Mainstream media professionals and communication experts to prepare inclusive roadmap to carry out programme at the grassroots level

  • To analyse media’s role in language, knowledge and society


  • The way culture has been researched in media studies and suggests how critical intercultural communication could contribute to the field.

  • Media will be sensitised on the importance and impact of media on culture

  • Critical understanding of the new media environment

  • Conservation of India's art and culture by media

  • Developing sustainable community media is a significant contribution to media pluralism

  • Enhancing media organizations’ capacity in relation to policies & strategies to mainstream gender equality and women’s empowerment, in both operations and content.

  • Cultural products and their popularity can influence which media channels people prefer. Conversely, changes in media and ICTs can lead to changes in how we produce culture.


  • Dr. Sasmit Patra, Member of Parliament (Rajya Sabha), Odisha
    Shir Rajneesh Srivastav, Additional Director, Consortium for Educational Communication (CEC), New Delhi
    Shri S.C. Barmma, Advisor to Ministry of Culture, Govt. of India, New Delhi
    Dr. S.K. Nanda, IAS (Retd.) Former Bureaucrat, Gujarat and Writer
    Prof. B.P. Sanjay, Professor, School of Communication, Manipal Academy of Higher Education, Karnataka
    Prof. N. Usha Rani, Former Professor, Dept. of Studies in Journalism and Mass Communication, University of Mysore
    Prof. Sabita Acharya, Vice-Chancellor of Utkal University
    Prof. G. Ravindran, Professor, Central University of Tamil Nadu
    Prof. VL Dharurkar, Former Vice–Chancellor, Central University of Tripura
    Prof. Arul Aram, HoD of Media Sciences, Anna University, Chennai
    Prof. Biplab Loha Chowdhury, Professor, Centre for Journalism & Mass Communication, Visva-Bharati University
    Dr. Mihir Ranjan Patra, Department of CMT, Guru Jambheshwar University of Science and Technology, Haryana
    Dr. P.V. Satya Prasad, Associate Professor & Acting Dean, School of Liberal Arts & Humanities, Woxsen University
    Prof. Narendra Kaushik, Dean, School of Mass Communication in JECRC University, Jaipur
    Dr. Richa Sharma, Deputy Director, ICSSR, New Delhi
    Prof Bindu Sharma, Director, Institute of Mass Communication and Media Technology, Kurukshetra University
    Dr. Ashutosh Mishra, Dean, Chitkara School of Mass Communication, Chitkara University, Punjab
    Shri Kedar Mishra, Editor, Translator & Journalist, Odisha
    Ms. Meena Kotwal, Journalist & Founder of ‘The Mooknayak’
    Ms. Deepali Desai, Senior Manager (Public Relations & Media Advocacy), Breakthrough India
    Shri Sudhi Ranjan Mishra, Head, Corporate Affairs, Paradeep Phosphates Limited
    Prof. Upendra Padhi, Conclave Chairman and Director of IMS, Utkal University