Sudha Venkataswamy is currently researching on the digital natives and digital inequality in Coimbatore and the Nilgiris. A Postgraduate in Mass Communication, with a combined work experience of twenty years in industry and academia, Venkataswamy has completed a short term Induction Programme in Management in 2002 from the Indian Institute of Management (IIM), Kozhikode and has qualified the State Level Educational Testing (SLET), in Journalism & Mass Communication in the year 2000.

Her teaching competencies at Amrita University include Communication Theory, Communication Research, Advertising and Brand Management. Prior to joining Amrita, she has been with the PSG Institute of Management as Head Corporate Relations and was responsible for the institute's corporate interface besides teaching. She has also worked for seven years in the advertising industry handling clientele from the industrial, consumer, retail and service sectors.

Sudha Venkataswamy has published research papers and book reviews in peer reviewed international journals and presented papers at international conferences. Besides organizing national level conventions and conferences, Sudha has participated in workshops, international advertising, media & brand conventions, faculty development and certificate programmes.

Publications

Publication Type: Journal Article
Year of Publication Publication Type Title
2015 Journal Article S. Venkataswamy, “Digital access and inequality among primary school children in rural coimbatore”, Media Watch, vol. 6, pp. 103-123, 2015.[Abstract]

This paper examines the dynamics of access and exclusion in children’s Internet use, in both private and public school spaces and interrogates the role of socioeconomic and demographic predictors as well as the schooling system in shaping Internet habits. More specifically, it explores the nature of Internet use by primary school children, mainly for education and information and attempts to understand the differences across and within two types of schools- a rural public school and an elite private school. Through in-depth interviews, this research investigates the level of computer and Internet literacy among the primary school children in the age group of 8-10 years and reports the differences observed among the various social dimensions. It attempts to stress the significance and need in today’s context to provide the opportunities for physical and material access so that disadvantaged children are not excluded from the digital opportunities. © Media Watch.

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2013 Journal Article S. Venkataswamy, “Transcending gender: Advertising fairness cream for Indian men”, Media Asia, vol. 40, pp. 128-138, 2013.[Abstract]

This article examines the current trend of marketing and advertising of ‘fairness’ creams to Indian male audiences and interrogates how market demands subvert gendered norms around the desire for fairness. Advertising for fairness creams has transcended gender since the premise in both advertisements for men as well women remain the same. The convergence of class hierarchy, colonial history and social prejudice are central to the firmly entrenched notion of ‘superiority’ being synonymous with ‘fairness’ and mediated by advertisements. The article explores the complex interactions of cultural and colonial history with contemporary market demands that give male fairness creams their share in the market.

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Publication Type: Book
Year of Publication Publication Type Title
2014 Book S. Venkataswamy, A normative theory of the information society [Book Review], vol. 17. Taylor & Francis, 2014, pp. 1049–1051.[Abstract]

Alistair Duff critically interrogates and asserts the need for equality in the social distribution of information in an information society. Duff's work is rich in content that focuses on a normative theory-building of the information society borrowing from the philosophy of earlier thinkers of the industrial age. Several debates on inequality in the access of technology, specifically the Internet along with concerns about digital exclusion and the digital divide, are extensively present in literature

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2014 Book S. Venkataswamy, Children in the online world: Risk, regulation, rights [Book Review], no. 151. University of Queensland, School of Journalism and Communication, 2014.[Abstract]

This is a well-researched book located in the theoretical backdrop of sociologist Ulrich Beck’s ‘individualization’ theory. It is essentially an interesting work engaging in the discussion on children’s online risks and rights, drawing from the findings of Staksrud’s thesis and the EU Kids Online project. Besides being a theoretically strong and responsible book that shares social concerns about children’s online risks it presents a powerful debate on the democratic rights for their online safety and protection.

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2013 Book S. Venkataswamy, Media and Digital Literacies in Secondary School [Book Review]. 2013.[Abstract]

Media and Digital Literacies in Secondary School provides an interesting overview of the digital experiences of secondary school children in a publicly funded Finnish school. Kupiainen offers a preview of school life and the learning environment in Finland while reflecting on the use of digital technology by young people. In addition, the book explores the creative skills and media production by secondary school children. Reijo Kupiainen beautifully elaborates the changing patterns of media education and digital experiences in school spaces.

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2013 Book S. Venkataswamy, The Oxford Handbook of Internet Studies by William H Dutton [ Book Review ], vol. 7. USC Annenberg Press, 2013, pp. 2724-2726.[Abstract]

Internet Studies has been one of the most dynamic and rapidly expanding interdisciplinary fields to emerge over the last decade. The Oxford Handbook of Internet Studies has been designed to provide a valuable resource for academics and students in this area, bringing together leading scholarly perspectives on how the Internet has been studied and how the research agenda should be pursued in the future. The Handbook aims to focus on Internet Studies as an emerging field, each chapter seeking to provide a synthesis and critical assessment of the research in a particular area. Topics covered include social perspectives on the technology of the Internet, its role in everyday life and work, implications for communication, power, and influence, and the governance and regulation of the Internet. The Handbook is a landmark in this new interdisciplinary field, not only helping to strengthen research on the key questions, but also shape research, policy, and practice across many disciplines that are finding the Internet and its political, economic, cultural, and other societal implications increasingly central to their own key areas of inquiry.

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Publication Type: Conference Paper
Year of Publication Publication Type Title
2012 Conference Paper S. Venkataswamy, “Growing Up in the Digital Landscape: The Digital Natives of Tamil Nadu”, in 21st AMIC Annual International Conference on “Forty Yeas of Media & Communication in Asia: Retrospect, Introspect & Prospects, Shah Alam, Malaysia, 2012.[Abstract]

This paper to analyze the scope and nature of Internet dialogues and interactions, the so called, “Digital Natives” experience in Tamil Nadu and investigated the use of the Internet by children for information and education, mainly within the family and at school. It also explored the complex interactions of social, economic and cultural influences with contemporary technological advancements as they become more interwoven into the fabric of the lives of school going children More »»
2011 Conference Paper S. Venkataswamy, “Transcending Gender-Advertising Fairness Cream for Indian Men”, in 20th AMIC Annual International Conference on "Taking Stock of Media and Communication Studies: The Challenges and Opportunities of Globalisation, New Media and the Rise of Asia, Hyderabad, India, 2011.[Abstract]

This paper analyses how the world of advertising influences public perceptions about appearance. This article examines underlying themes influencing current fairness cream advertising and marketing campaigns targeting the Indian male audience. She compares colonial definitions of the strong male image with traditional Hindu ideas. A fair man is a confident man and a leader – this colonial belief promoted the idea that fair skin is superior.

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2007 Conference Paper S. Venkataswamy, “Managing the Indian MBA Brand: The Challenging Future”, in 19th AIMS National Convention, Indian Institute of Management, Kolkata, 2007.
2006 Conference Paper S. Venkataswamy, “Impact of New Media on the Everyday Lives of Children in India”, in 15th AMIC Annual International Conference on "Media in Asia, Aspirations, Choices & Realities, Penang, Malaysia, 2006.
Publication Type: Book Chapter
Year of Publication Publication Type Title
2006 Book Chapter S. Venkataswamy, “Global Branding”, in B.Sujata (Ed.) Going Global: Challenges and Experiences, First Edition., Hyderabad: IUP, 2006, pp. 48-55.
Publication Type: Magazine Article
Year of Publication Publication Type Title
2004 Magazine Article S. Venkataswamy, “Global Branding(Article)”, Marketing MasterMind, pp. 32-36, 2004.

Faculty Details

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Faculty Email: 
sudha_venkat@cb.amrita.edu