is presently working as Associate Professor in the Department of Media Sciences, Anna University, Chennai, India. She has published research articles in various national/international journals. She has presented papers in a number of conferences/seminars, and for this purpose, she has visited countries such as the United States, United Kingdom, Hong Kong, Canada , Australia and Mauritius. Her specializations include War and Media, Women and Media, Social Media, and Children and Media. She has authored a number of books including Media Law and Ethics, Nationalism and National Integration in Tamil Films , Kargil Revisited: Images and Perceptions of Kargil War after ten years, Media Coverage of 26/11 Mumbai Terror Attacks and Radio Programme Production. She has also authored a fiction titled ‘An Endless Refuge’.
EDUCATION
M.A., M.Phil, Ph.D
RESEARCH INTERESTS
MEDIA STUDIES, CONFLICT AND MEDIA, LAW AND MEDIA, WOMEN AND MEDIA
A Critical Analysis of the Jihadi Discourse through Online Magazines with Special Reference to ‘Wyeth’ Magazine M. Neelamalar, Mangala Vadivu Vivakaran India Quarterly, 2019 ‘Jihadism’ (also known as the jihadi movement) is a popular term that signifies the Islamic terror movement which thrives on extremist ideologies and violence. In addition to the conventional practices, the online medium is currently being employed for disseminating these extremist ideologies across the globe. Radicalisation and recruitment of geographically dispersed individuals as ‘jihadists’ for supporting Islamic terror activities tend to be the primary intent for using the digital platforms as the medium of communication in this context. One such initiative by the Lashkar-e-Taiba of Jammu and Kashmir was the release of the ‘Wyeth: The Resistance in Flow’, an e-magazine which was launched on April 2018. The first issue which was posted with an open access option was primarily designed to influence the Indian youth population through the radical interpretations of Islam. Hence, it is crucial to analyse and understand the jihadi discourse of the Wyeth magazine in order to curb and counter-attack such initiatives at its initial phase. For this purpose, the present study aims to examine the content of the Wyeth magazine and analyse the basic traits of the jihadi propaganda and its potential to aid in the self-radicalisation process.
Networked Learning and Learning Analytics: A Study on the Employment of Facebook in a Virtual Training Program Mangala Vadivu Vivakaran, Neelamalar Maraimalai Interactive Learning Environments, 2019 The growing popularity of Social Networking Sites (SNS) that are embedded with networked infrastructures serves as an ideal platform for developing a networked learning environment connecting geographically dispersed learners. Unlike the traditional learning systems which provide only limited sources of data, the learners engaged in virtual networked social environments tend to produce huge volumes of digital footprints that cannot be analyzed using conventional analytical techniques. Two new branches of analytical sciences – Educational Data Mining (EDM) and Learning Analytics (LA) – are being employed for processing digital data derived from online educational platforms in order to obtain meaningful inferences and data-driven insights. Hence, the present experimental study involving a small group of geographically dispersed learners intend to examine the engagement level and interaction patterns that occur within a feminist networked learning environment created in Facebook using popular EDM and learning analytical techniques such as K-means Clustering, Social network analysis and correlation mining. Upon analysis, it was found that the peer network influence played a vital role in activating passive learners, eventually leading to the development of a closely bound networked learning community over time.
Feminist pedagogy and social media: A study on their integration and effectiveness in training budding women entrepreneurs Gender and Distance Education Indian and International Contexts, 2018
Digital brand management - A study on the factors affecting customers' engagement in Facebook pages V. Mangala Vadivu, M. Neelamalar 2015 International Conference on Smart Technologies and Management for Computing Communication Controls Energy and Materials Icstm 2015 Proceedings, 2015 The continuous growth in digital technologies has resulted in the growth of digital brand management and made it an essential entity for a particular brand's success. It is evident that Social networking sites with its user base of over two billion stands as the most powerful and influential outlet for online branding when compared with other digital channels. Social media marketing (SMM) is a platform where the marketers can give a more humanizing effect (a real person behind the brand pages) as a brand through which they can create a personal connection with the brand audience. Due to this unique potential, marketers tend to leverage SMM to increase brand loyalty, recognition and to provide richer customer experience. But there are still disagreements on the actual engagement rates of these brand pages and how they can be influenced by the moderator of the page by enhancing the online image of their brands. The study aims at building a reliable method for calculating the engagement rate of the Facebook brand pages. Additionally the study aims to identify the extent to which the moderators' post influences the engagement rate of its audience in terms of its content, frequency and the number of fans present for a particular brand page, by analyzing Facebook pages of predominant brands available to Indian audience.
A study on the impact of websites in communicating science and technology information: With special reference to agricultural resources to farmers P. Sri Jothi, M. Neelamalar 2011 International Conference on Electrical and Control Engineering Icece 2011 Proceedings, 2011 Today the communication evolution brings greater linkage to the nations across the world. It helps and serves in access to information and improved communication is a crucial requirement for sustainable development in every field including science, technology, industries, agriculture etc. Modern scientific information by communication technologies like internet, when applied to circumstances in rural areas can help to improve communication and share knowledge and skills; Internet is a tool that gives access to a global information resource. This can enable rural communities to receive scientific information and technical support from other developed organization and communicators can offer relevant opportunities for interactive communication. Use of Internet can be an immense boost in encouraging community participation in decision making and help in agricultural researchers, farmers, extension managers, technical experts and other stake holders in sharing information. In order to achieve this parity it is very important to fill the gap between the information rich and information poor in villages. The study was done to analyze the situation and the communication necessity through internet for the farmers in the under developed villages.
A study on the role of Right to Information (RTI) Act links in Indian official websites P. Chitra, M. Neelamalar 2011 International Conference on Electrical and Control Engineering Icece 2011 Proceedings, 2011 India is a democratic country. Democracy is the government by the people and of the people. Hence access to information and transparency needs to be ensured in a democracy for a citizen to understand the functioning of the government. In India, the Right to Information Act (RTI) fulfills this objective. To bring in social accountability and transparency in the functioning of the Indian government, the Right to Information Act (RTI) was formulated in 2005. Governments across the globe are adopting ICTs (Information and Communications Technology) to channelize the organizational processes through internet. It's an attempt by the government to make processes more accessible to the citizens and to gain public participation. Since these sites are crucial for citizen-government interaction, transparency, interactivity, accessibility and usability are four elements that play a major role in determining the effectiveness of the site.
The role of media in science and technology education, development and rehabilitation of women affected by the 2004 tsunami in the of the state of Tamilnadu Science of Tsunami Hazards, 2011
Roundtable M. Neelamalar, D. Viswanathan Media Asia, 2003
RECENT SCHOLAR PUBLICATIONS
A Critical Analysis of the Jihadi Discourse through Online Magazines with Special Reference to ‘Wyeth’ Magazine M Neelamalar, MV Vivakaran India Quarterly 75 (4), 456-471 , 2019 2019 Citations: 12
The Feasibility and Acceptance of Social Media Interventions in Higher Education Classrooms of Developing Nations with Special Reference to India NM MV Vivakaran Contemporary Educational Technology, 284-296 , 2018 2018 Citations: 12
Networked Learning and Learning Analytics: A Study on the Employment of Facebook in a Virtual Training Program NM MV Vivakaran Interactive Learning Environments, 1-14 , 2018 2018 Citations: 24
Utilization of Social Media Platforms for Educational Purposes among the Faculty of Higher Education with Special Reference to Tamil Nadu MV Vivakaran, M Neelamalar Higher Education for the Future 5 (1), 4-19 , 2018 2018 Citations: 66
Convergence in the Cyber Space: A Study on Its Role in Online Radicalization MVV N Maraimalai Global Media Journal-Indian Edition, 13-21 , 2017 2017
A study on the impact of social media coverage of the Gaza war with special reference to India VM Vadivu, M Neelamalar Mass Communicator: International Journal of Communication Studies 11 (2), 13-21 , 2017 2017
Feminist pedagogy and social media: a study on their integration and effectiveness in training budding women entrepreneurs MVV Neelamalar Maraimalai Gender and Education , 2016 2016 Citations: 49
Media Intervention in Science and Technology Communication among Rural Women MN Sri Jothi Journal of Media and Social Development 4 (4), 47-60 , 2016 2016
Digital brand management—A study on the factors affecting customers' engagement in Facebook pages VM Vadivu, M Neelamalar 2015 International Conference on Smart Technologies and Management for … , 2015 2015 Citations: 57
An analytical study on the impact of science and technology communication through mass media: with special reference to newspapers among rural women P Jothi, M Neelamalar ZENITH International Journal of Multidisciplinary Research 5 (10), 16-31 , 2015 2015
A Study on the Reporting of Indian Muslim Women’s Problems in the Mainstream Media PS Jothi, M Neelamalar Journal of New Media and Mass Communication 2 (2), 30-40 , 2015 2015 Citations: 4
A Study of phone-in programmes in Private Tamil FM Stations in India with Special reference to Tamil Nadu MN Afreen Rikzana Galaxy International Inter-disciplinary Research Journal, 2 (6) pp 23- 33 2 … , 2014 2014
Social Networking Sites (SNS) and Right to Information (RTI) Act: A study on Facebook and Twitter P Chitra, M Neelamalar International Journal of Business and Management Invention ISSN (Online … , 2013 2013
Marketing wars in Indian media M Neelamalar Communication today 15, 35-41 , 2013 2013
Print Media Technology and Social Change: The Role and Effectiveness of Right to Information (RTI) Act PC M.Neelamalar International Journal of Emerging Technology and Advanced Engineering , 2013 2013 Citations: 4
Social Networking Sites (SNS) and Right to Information (RTI) Act: A Study on Facebook and Twitter, International Journal of Business and Management Invention , 2013 2013
Communication Model for Promoting e-Governance Through the Right to Information (RTI) Act in India P Chitra, M Neelamalar Asian Journal of Information Technology (Scopus Impact factor–0.595) 12 (9 … , 2013 2013
Right to information (RTI) act and youth: A study on the impact of newspaper among youth P Chitra, M Neelamalar ZENITH International Journal of Multidisciplinary Research 3 (7), 161-173 , 2013 2013 Citations: 1
Learning Infrastructure in Media Studies: A Study in the Context of India. M Neelamalar Indian Journal of Higher Education 3 (2) , 2012 2012
Impact of cyber crimes on social networking pattern of girls MN Malar international Journal of Internet of Things 1 (1), 9-15 , 2012 2012 Citations: 16
MOST CITED SCHOLAR PUBLICATIONS
Analysis of social networking sites: A study on effective communication strategy in developing brand communication PS Jothi, M Neelamalar, RS Prasad Journal of media and communication studies 3 (7), 234-242 , 2011 2011.0 Citations: 285
New Media and Society: A Study on the Impact of Social Networking Sites on Indian Youth, PC M.Neelamalar Estudos em Communicacao (Communication Studies) , 2009 2009.0 Citations: 82
Utilization of Social Media Platforms for Educational Purposes among the Faculty of Higher Education with Special Reference to Tamil Nadu MV Vivakaran, M Neelamalar Higher Education for the Future 5 (1), 4-19 , 2018 2018.0 Citations: 66
Digital brand management—A study on the factors affecting customers' engagement in Facebook pages VM Vadivu, M Neelamalar 2015 International Conference on Smart Technologies and Management for … , 2015 2015.0 Citations: 57
Feminist pedagogy and social media: a study on their integration and effectiveness in training budding women entrepreneurs MVV Neelamalar Maraimalai Gender and Education , 2016 2016.0 Citations: 49
Networked Learning and Learning Analytics: A Study on the Employment of Facebook in a Virtual Training Program NM MV Vivakaran Interactive Learning Environments, 1-14 , 2018 2018.0 Citations: 24
Impact of cyber crimes on social networking pattern of girls MN Malar international Journal of Internet of Things 1 (1), 9-15 , 2012 2012.0 Citations: 16
Dept. of Media Sciences, Anna University Chennai, India DM Neelamalar, MP Chitra New media and society: A Study on the impact of socialnetworking sites on … , 2009 2009.0 Citations: 13
A Critical Analysis of the Jihadi Discourse through Online Magazines with Special Reference to ‘Wyeth’ Magazine M Neelamalar, MV Vivakaran India Quarterly 75 (4), 456-471 , 2019 2019.0 Citations: 12
The Feasibility and Acceptance of Social Media Interventions in Higher Education Classrooms of Developing Nations with Special Reference to India NM MV Vivakaran Contemporary Educational Technology, 284-296 , 2018 2018.0 Citations: 12
The print media coverage of the 26/11 Mumbai terror attacks: A study on the coverage of leading Indian newspapers and its impact on people M Neelamalar, P Chitra, A Darwin Journal of Media and Communication Studies 1 (6), 095-105 , 2009 2009.0 Citations: 7
THE ROLE OF MEDIA IN SCIENCE AND TECHNOLOGY EDUCATION, DEVELOPMENT AND REHABILITATION OF WOMEN AFFECTED BY THE 2004 TSUNAMI IN THE OF THE STATE OF TAMILNADU. P Jothi, M Neelamalar Science of Tsunami Hazards 30 (2) , 2011 2011.0 Citations: 5
A Study on the Reporting of Indian Muslim Women’s Problems in the Mainstream Media PS Jothi, M Neelamalar Journal of New Media and Mass Communication 2 (2), 30-40 , 2015 2015.0 Citations: 4
Print Media Technology and Social Change: The Role and Effectiveness of Right to Information (RTI) Act PC M.Neelamalar International Journal of Emerging Technology and Advanced Engineering , 2013 2013.0 Citations: 4
The Study of Social Media Communication: Analysis of Science Communication through Social Networking Sites with special reference to Scientists JP Sri, M Neelamalar Estudos em Comunicação no8, 1-11 , 2010 2010.0 Citations: 3
A study on the impact of websites in communicating science and technology information: With special reference to agricultural resources to farmers PS Jothi, M Neelamalar 2011 International Conference on Electrical and Control Engineering, 5714-5717 , 2011 2011.0 Citations: 2
From Spectators to Users: A study on the transformation caused by the Social media in the Indian Media Context MV Vivakaran, M Neelamalar Citations: 2
Right to information (RTI) act and youth: A study on the impact of newspaper among youth P Chitra, M Neelamalar ZENITH International Journal of Multidisciplinary Research 3 (7), 161-173 , 2013 2013.0 Citations: 1
A study on the role of Right to Information (RTI) Act links in Indian official websites P Chitra, M Neelamalar 2011 International Conference on Electrical and Control Engineering, 5718-5721 , 2011 2011.0 Citations: 1
Convergence in the Cyber Space: A Study on Its Role in Online Radicalization MVV N Maraimalai Global Media Journal-Indian Edition, 13-21 , 2017 2017.0
