Piloting Social Transformation: an Innovative Approach in Mass Education
Manavpreet Kaur Arora

Manavpreet Kaur Arora, Lovely Professional University, India.
Manuscript received on 12 May 2019 | Revised Manuscript received on 19 May 2019 | Manuscript Published on 23 May 2019 | PP: 1838-1842 | Volume-7 Issue-6S5 April 2019 | Retrieval Number: F13290476S519/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Forbids or taboos are a social convention prevalent in every culture. The core concern of this research is with regard to taboos practiced against women in metropolitan cities such as sexuality, mensuration, gender inequality, homosexuality etc. and the role of technology in educating the masses. This is a qualitative enquiry which resorts to phenomenological research through data collection techniques such as observation, reviewing text and watching videos. The research also recourses to case studies of prominent artists and their bold artworks on Instagram profiles; commercially successful as well as amateur directors of short films; and enterprising advertising professionals who are setting new social trends through television commercials. The research documents a growing trend of adoption of these taboos as themes by Indian mass media; which aims at creating a wave of social change since the past two decades. Thus, the purpose of this study has been to undertake a holistic view on the adoption of technology by people, both content creators and users, as an instrument to usher social change in India. The scope of this study offers to document the visual efforts for social education made by advertising agencies, artists, creative directors and producers. The results decipher a substantial growth in adoption of bold and forbidden themes by resorting to new technology and its formats for reaching out to the youth. There is a considerable growth in awareness which can be measured by the viewership or followers count and a definite change in the attitude of people which can be deciphered from the fact that in all case studies the number of likes is considerably more than dislikes.
Keywords: Women, Taboos, Technology, Social Change, Mass Education.
Scope of the Article: Smart Learning and Innovative Education Systems