Journal of Mass Communication & Journalism

Since recent past, Mass media playing a pivotal role influencing the cultural and behavioural changes. The managerial functions of mass media showing impact in this regard. New media creates stereotypes and uses the mechanism of “public perception”. While we are involving in the informational stream, media becomes a powerful tool, which leads so-called manipulation every day. Moreover, we are witnessing the appearance of a new phenomenon that reveals channel toward new ways of creating informational messages. The main aim of this article is over viewing the role of mass communication in the society, and how it involving in shaping of the society. The article also discusses the various aspects of the mass media

Background: As a leading cause of morbidity and mortality, Hypertension is a pressing global concern. Adherence to antihypertensive is a cornerstone of effective antihypertensive therapy. However, suboptimal medication adherence is widespread. Mobile health technology i.e. text messaging is a promising tool that can promote medication adherence with a wide-reaching effect on population health.

Aims: To critically assess the effectiveness of text-based messaging interventions for improving medication adherence among community-dwelling adults with Hypertension.

Methods: Studies were identified through a detailed search of six databases by two independent reviewers: PubMed, Embase, Cochrane, PsycINFO, CINAHL and Scopus. Studies included were: (1) published in English, since 2000; (2) randomised controlled trials; (3) done on community-dwelling adults diagnosed with Primary/ Essential Hypertension; (4) utilised 1 or 2-way text messaging, tailored text messaging, interactive voice response and text-based mobile applications; and (5) with medication adherence-related outcomes. Data extraction was conducted based on the Cochrane Handbook for Systematic Reviews of Intervention, and relevant studies underwent a study appraisal using the Cochrane Risk of Bias Tool.

Results: Twelve studies were included in the final review. Text-based messaging interventions exhibited a small statistically significant effect on medication adherence scores and systolic blood pressure reduction while the effect on controlled blood pressure and adherence remains uncertain. Subgroup analyses revealed having a multifaceted content on Hypertension management may be more effective than solely medication adherence content and or reminders.

Significance of the study: There is limited evidence that text messaging-based interventions resulted in improved medication adherence and blood pressure control as a result of adherence. With the rise of mobile health, future studies exploring the cost effectiveness and feasibility of tailored and interactive text messaging interventions are warranted to influence the use of public health resources into the development of communication tools as a public health strategy for promoting medication adherence.

India as a country has always savoured the sexist commercial Bollywood palette. Everything served in the form of the classic ‘male gaze’ approved and grand musical format has been contributory in setting definite narratives that influence the mass beyond the screening of the film as well. While cinema is an art form that reciprocates to the mass’s demands and desires, the filmmakers in the country have definitely cashed on it on multiple occasions. From the acceptability of secondary position of female to revolutionary outbreak of pitiful acceptability of women in the mainstream men’s world, Bollywood has always set its tone as per the need of the hour, however at the end of the day it has always been a pawn in the game that largely benefits the culturally induced orthodox views about the gender roles and relationship and its resulting gender imbalance in the society. In the recent times, one such raging phenomenon of sorts has been Bollywood’s new found obsession with biopics on iconic women figures like Rani Laxmi Bai to Shakuntala Devi on rather debatable grounds of credibility. The phenomenon is revolutionary as acclaimed by the Industry but it sticks to the basics of stereotypes when it comes to gender role conventions as the tale as old as time. Although, the Bollywood imposed women liberation movement/portrayal have been quite efficient in revoking a certain cultural shift in the current times amidst too much of first world countries imposed globalization and its resulting sexualisation of a gender against the normalization of another, it has also in the same time deferred to a certain plotline that is quite instrumental in creating a unique perspective about women in general .The deteriorating culture that embraces women’s role as a house maker easily camouflages her achievements on grounds of professionalism and beyond . A women’s success has always been made synonymous with the satisfaction of the phallus and the warmth she extends by virtue of her womb and the resulting maternal instinct. The emotional turmoil proceeds over the need for applaud for hardships endured on grounds that are otherwise and beyond the requirement for a happy four walled home. The following research will try to analyse the co relation between Indian commercial cinemas in the arena of biopics made on women icons in Bollywood and its resulting contribution in setting definitive culturally confined gender roles that are biased on arguable stereotypes by taking into account selective cinematic study for the same.