Journal of Advanced Research in Journalism & Mass Communication

Communicative Frontiers: The Role of Media and Communication Strategies in the Adoption of AI and Real-Time Data in Thrust Manufacturing

Archan Mitra — 2026-02-09

This research paper delves into the transformative integration of Artificial Intelligence (AI) and real-time data analytics within thrust manufacturing, focusing on the consequential shifts in media and communication strategies. Amidst the rapid technological advancements in manufacturing sectors, especially those involving complex production processes like thrust manufacturing, this study aims to unravel how these innovations are communicated to and perceived by the public, stakeholders, and the media. Employing a mixed-methods approach that combines content analysis, stakeholder interviews, and public surveys, the paper investigates the evolution of communication channels, the effectiveness of current media strategies, and the public's understanding and reception of AI-driven manufacturing technologies. It further scrutinises the ethical dimensions relayed through media narratives, including concerns around data privacy, workforce displacement, and the reliability of automated systems. By identifying gaps in knowledge, misconceptions, and areas for communicative improvement, the research seeks to propose innovative approaches for fostering transparency, engagement, and informed public discourse. The findings are poised to offer actionable insights for manufacturers, policymakers, and media professionals, aiming to enhance the alignment between technological innovations and societal expectations. This paper contributes to the discourse on the critical role of media and communication in the era of industrial digital transformation, highlighting the interplay between technological advances and their societal implications.

Leveraging technology and innovation to address vulnerabilities of MSMEs in India

Renjith. O. K — 2026-02-24

The MSME sector in India is at the bottom of the Indian economy. The sector is a major contributor to the GDP of the country and also helps in generating foreign exchange through exports. The sector is also a source of employment for the country. Despite the above important contributions to the Indian economy, the sector is still facing problems in terms of access to finance, high competition, inefficiencies in operations, and the slow adoption of new technologies. This paper examines the role of technology and innovation in overcoming the challenges to the sustainability and competitiveness of MSMEs in India. New technologies such as digital payments, cloud computing, artificial intelligence (AI), and blockchain are revolutionising the operations of MSMEs. Digital payment systems such as UPI and fintech solutions have made access to finance easier. Cloud technology offers scalable and affordable infrastructure. AI tools and data analytics are empowering MSMEs with valuable information on market trends and consumer behaviour, thus enabling them to make informed business decisions. Blockchain technology also improves the transparency and security of supply chains by reducing the risks of fraud and creating trust among supply chain partners. This examines government interventions such as the Digital MSME Scheme and the MSME Databank, which are intended to facilitate the adoption of technology in the sector. Nevertheless, there are still some challenges that exist in the sector, such as low digital literacy and high costs of initial investment in technology, as well as data security. It will be important to address these challenges in order to develop a robust MSME ecosystem that will be able to withstand the fluctuations of the economy and compete favourably in the global economy. This paper is written based on case studies that demonstrate the transformative power of technology in the MSME sector.

Transforming TVET for a Green and Digital Future: Integrating Vocational Education with Media Literacy in India"

Dr C P Rashmi — 2026-02-24

India is at a stage today where the future of education needs to be envisioned outside classrooms and textbooks. As we develop towards a greener and a digital economy, our vocational education systems, particularly TVET, have to adapt to the demands of this new world. It is no longer merely about training for trades or technical skills. The future requires that we also get students ready to think critically, communicate effectively, and navigate the complicated world of media and digital spaces. This paper discusses how India can redesign its Technical and Vocational Education and Training (TVET) by incorporating media literacy into its current structure. Taking cues from flagship national programmes such as the Skill India Mission, NEP 2020, and initiatives by the Green Jobs Skill Council, the report points out how certain states are already leading the way. Kerala's training of solar technicians incorporates social media engagement; Tamil Nadu's polytechnics are piloting digital storytelling; Maharashtra's ITIs are adding communication modules beyond basic workplace competencies. These examples show that the change has begun, but there’s still a long way to go. Based on field interviews, institutional case studies, and recent academic findings, the paper argues that media literacy, when introduced thoughtfully into vocational education, can build not just employable youth, but also empowered citizens. In a world flooded with misinformation, digital tools, and online workplaces, this integration is no longer optional.

This research seeks to spur discussion on why India's vocational education has to adopt a wider skill set, one encompassing sustainability, digital literacy, and media literacy. It ends with calls for reconsidering the curriculum, spending on teacher training, and creating closer connections between industries, educators, and students. The intent is clear: to equip a workforce that's not merely job-ready but future-ready. Underpinning these efforts are national programs like the Skill India Mission, National Education Policy 2020, and the Green Jobs Skill Council, which the research consults to explore how vocational schools, namely, Industrial Training Institutes (ITIs) and polytechnics, are starting to integrate both media education and sustainability into the curriculum. Based on case studies in Kerala, Tamil Nadu, and Maharashtra, the paper brings into focus initiatives like the integration of digital storytelling modules in media-oriented vocational courses, social media-based green practice awareness campaigns, and communication skills integrated into technical learning through training programs. The study also touches on the increasing demand for media and digital literacy in vocational trades, particularly as work roles increasingly require skills to read and create content, manage online platforms, and critically analyze digital information. Discussions with trainers, learners, and policy experts show that incorporating media literacy into TVET not only improves employability but also enables learners to become responsible digital citizens.

Ai-Generated Works and The Dilemma of Authorship: A Comparative Study of the Eu and New Zealand Copyright Regimes

Nidhi Dahiya — 2026-02-07

Artificial intelligence has forced copyright law to confront questions it was never designed to answer. When a system produces a piece of music, an illustration, or a written text without traditional human creativity, it becomes unclear who, if anyone, should be treated as the author. This paper compares how the European Union and New Zealand address this issue through their distinct legal frameworks.

The European Union holds firmly to the view that copyright protection requires human authorship. If a work contains no meaningful human creative input, it falls outside the copyright system entirely. New Zealand takes a more functional approach by recognising “computer-generated works” and assigning authorship to the person who made the arrangements for the work to be created.

By examining legislation, case law and current policy discussions, this paper highlights the strengths and weaknesses of both models. While the EU's approach protects the traditional human-centred foundation of copyright, it leaves many AI-generated works in a legal grey zone. New Zealand's approach provides certainty and economic clarity but raises questions about how far authorship can be detached from human creativity. The comparison suggests that neither system offers a complete solution and that future policy will need to balance technological development with the core purpose of copyright.