Vivekananda Journal of Research

A Century in Motion: Technology and Knowledge in the First Quarter of the 21st Century

Sachin Gupta — 2025-09-14

Year 2025, the last year of the Q1 21st Century has witnessed humongous development across the dimensions. Particularly, human development involves various ingredients more than the previous millennium, such as technology at our service, evolution in the way of communication, perceiving globalization as a single entity, and more.

We extend our gratitude and encourage the readers, authors, reviewers, and contributors who have shared their expertise and contributed to this issue.

Crossing Continents: Navigating The Self and The Mother-Child Relationship in Nadia Hashimi’s When the Moon is Low

Ishita Ahuja — 2025-09-14

Nadia Hashimi’s piece-de-resistance When the Moon is low is a chilling portrayal of displacement, loss and cultural upheaval suffered by the novel’s protagonist, Fereiba. In war-torn and Taliban-led Afghanistan, a widowed mother of three navigates life and struggles to reach London with the dream of securing a better life and livelihood for her children. A convincing foundation for examining geopolitical displacement, intergenerational trauma, and maternal identity intersect in the narrative is achieved by drawing on the works of trauma theorists such as Cathy Caruth, Judith Herman, Veena Das and John Bowlby. The study explores how Hashimi portrays the fragmentation and reconstruction of the self and familial relationships within a context of war, patriarchy and exile. The paper specifically focuses on the shifting dynamics of the mother-child bond — fereiba and her deceased mother, her stepmother KokoGul, and her son Saleem — demonstrating how these relationships serve as conduits for both inherited suffering and resilience. While the text has been examined through various critical lenses - including gender, displacement, and migration - no study, so far, has specifically investigated the psychological trauma of its characters through the framework provided by aforementioned trauma theorists. This paper unearths emotional realities and relational patterns that may have long existed within the narrative but remained unexamined or obscured.
The study’s methodology employs a close textual reading of the novel alongside theoretical insights from trauma studies to trace the psychological impact of forced migration and the gendered experience of displacement. The findings reveal that trauma in the novel is systemic, not merely individual, manifesting in legal, cultural and familial ruptures. The paper concludes that When the Moon is Low provides a critical literary lens through which to comprehend the emotional complexities of identity reconstruction and the human cost of displacement across continents. In doing so, it not only adds to existing scholarship on Afghan literature but also foregrounds how trauma functions as a formative force in the formulation of identity within oppressive sociopolitical contexts.

The Impending Impediments of International Pandemic Treaties: A Stalemate to Combat Global Health Emergencies

Parvathy P V — 2025-09-14

The coronavirus outbreak of 2019 revealed fundamental deficiencies in worldwide health administration systems, highlighting the necessity of establishing mandatory legal structures to ensure equitable, just, and resilient responses to future pandemics. In response, the International Treaty on Pandemic Prevention, Preparedness, and Response, proposed by the World Health Organization (WHO), and backed by 194 member nations, seeks to establish a robust international mechanism to safeguard public health while upholding fundamental human rights. However, tensions surrounding sovereignty, resource allocation, and enforcement mechanisms have hindered progress in finalizing and implementing this treaty. This paper critically examines the human rights implications of treaty-based pandemic responses, with a focus on lessons from the Pandemic Treaty and International Health Regulations (IHR). The discussion explores the scope, objectives, and legal complexities of these frameworks in ensuring universal access to healthcare, equitable vaccine distribution, and protection of vulnerable populations.
A key challenge lies in reconciling state sovereignty with international obligations, particularly in balancing public health measures with civil liberties. Additionally, concerns over intellectual property rights, equitable sharing of medical resources, and disparities in healthcare infrastructure remain unresolved, particularly for low and middle-income countries (LMICs). The study hypothesizes that a human rights-centered approach to pandemic governance, grounded in equity, justice, and international solidarity, is essential for fostering global health resilience. It argues for a “Framework Convention + Protocol” model, ensuring transparency, accountability, and fair resource distribution through strengthened international cooperation and legal enforcement mechanisms. By learning from past shortcomings, the international community must strive toward a pandemic treaty that prioritizes public health without compromising human rights, fostering a more inclusive and sustainable global health system. The paper concludes with policy recommendations for enhancing human rights protections in pandemic responses, calling for a multi-stakeholder approach to ensure the treaty’s success.

The Role of Mobile in Digital Marketing: Trends, Strategies, and Implications

Sushma Malik — 2025-09-14

Mobile devices have become an indispensable part of people's daily lives, profoundly influencing how they consume content, interact with brands, and make purchasing decisions. As mobile usage continues to rise, businesses must adapt their marketing strategies to effectively connect with consumers in this rapidly evolving digital landscape. This research paper explores the growing significance of mobile in digital marketing, examining key trends, successful strategies, and the implications for businesses seeking to leverage mobile technology to enhance customer engagement. The increasing reliance on smartphones and tablets has revolutionized consumer behavior. Mobile devices enable users to access information, social media platforms, and e-commerce websites anytime and anywhere. This constant connectivity has shifted the way consumers make decisions, emphasizing the need for businesses to adopt mobile-first strategies. Effective mobile marketing involves optimizing websites for mobile browsing, creating engaging app experiences, utilizing location-based targeting, and leveraging social media platforms that cater specifically to mobile users. Moreover, businesses must invest in personalized marketing campaigns that cater to individual preferences and behaviors, ensuring that content are relevant and resonate with consumers.

Recent trends, such as the rise of voice search, mobile payments, and augmented reality (AR) experiences, further highlight the transformative impact of mobile devices on marketing. Companies that successfully integrate these innovations into their strategies can enhance user experiences and foster stronger brand loyalty. Additionally, the growth of video content consumption on mobile devices presents new opportunities for businesses to create compelling visual narratives that capture attention and drive engagement. Through comprehensive analysis of industry research, case studies, and expert insights, this paper aims to provide valuable guidance for businesses seeking to optimize their digital marketing efforts for the mobile platform. By embracing mobile-first strategies and staying informed about emerging trends, businesses can effectively reach their target audiences and achieve sustainable growth in today's mobile-centric world.

Understanding Advertisements: Forming Awareness towards Accomplishing Sustainable Development Goals

Sayak Pal — 2025-09-14

“Audio-visual advertisements for communicating the SDGs can be seen in recent times. Intellectual ads are mainly for educated people about sustainability. Ads should be entertaining, informative, and most importantly, celebrity promotion might help to inculcate innovative measures to alter the attitude and behaviour of audiences. This study analyses the secondary data on areas like the progress of SDGs, the status of SDGs from the member states, SGD index, and goal-wise score, and social progress index scores, while connecting SDGs with SPI. The study also explores the international ads aiming at SDGs through a direct and indirect approach, and Indian ads that are aiming at SDGs through an indirect approach. The research also adopted FGD to understand the audience’s perception of the advertisements after exposure and to find out the areas for improvement for Indian audiovisual advertisements. This study suggests that these ads should focus more on sensitivity towards sustainability, especially among the rural audience. The research finds that non-binary representation of gender is not included in the ads. It is also suggested that the promotion through community radio can be a good option; celebrity endorsement and displaying testimonial may work better for promoting goals among people; poverty could have been displayed more prominently; the goals can be communicated through local ambassadors; demonstration of all the goals are also important; multilingual advertisements could be effective; poverty, hunger, gender equality, and health should get more focus; FDS and folk media should be used to transmit these ideas to the rural population; posters, local doctors, local Anganwadi or Asha workers can help in understanding the concepts and goals better.

Beyond Boundaries: Navigating the Complex Landscape of Intellectual Property Rights and Revenue Distribution Challenges in Global Cricket Broadcasting

Srijan Kar — 2025-09-14

International cricket broadcasting has become a new significant source of rich countries that possess high economic power. In these economically powerful countries, broadcast rights have preferably assumed a larger share of intellectual property rights and revenues, which have ended up to be only lessened to be distributed to other poor regions; hence, gradually concentrating resources for the few richer regions. The unequal revenue and IP distribution will not only deepen economic divides but also ensure that cricket fails to gain higher momentum and further development in up-and-coming cricketing nations. As the need for live sports continues to grow, incited by both traditional and digital platforms, the gap between cricket on a financial and developmental scale risks widening. This paper explores the distribution of intellectual property (IP) rights and revenue within the context of international cricket broadcasting agreements, with a particular focus on their impact on less affluent regions. It argues that economically powerful nations dominate these agreements, leading to a disproportionate distribution of revenue and IP rights, which in turn stunts the development of cricket in emerging regions. The study adopts a mixed-method approach, doctrinal analysis of the legal frameworks and treaties governing broadcasting rights with empirical case studies and economic data. Doctrinal analysis provides insights into the structure and implications of these agreements, while empirical data captures the tangible impact of unequal revenue distribution on infrastructure, talent development, and fan engagement across different regions. Key findings suggest that unequal revenue distribution exacerbates disparities in cricket infrastructure, talent development, and fan engagement between wealthier and poorer cricketing nations. The research highlights the role of international bodies like the ICC in addressing these imbalances and proposes policy reforms aimed at more equitable revenue-sharing models. Ultimately, this paper calls for a restructuring of broadcasting agreements to promote the global development of cricket and ensure its sustainability in the long term.

Khushiyon ki Patrakarita by Kumar Kaustubh

Sunil Kumar Mishra — 2025-09-14

Media is also called the fourth pillar of democracy in the modern social environment. In the last few years, there has been a change in the organizational structure of the media, which has also affected the practical conduct of media persons.

Happiness in any organization, is associated with employee happiness which play a vital role in fostering productivity, engagement, and overall success. When, we talk about any media organization, solution-oriented work is added which brings satisfactory smiles on the face of a journalist. In this book, the author has defined the real conduct and behaviour of a journalist and has also underlined the ways for him to be happy. The book’s content is appropriate for its title, but the way of referencing and presenting the sequence, and the presented format of the book somehow undermine the author’s work.