Dr. Amrita Chakraborty

Associate Professor

Dr. Amrita Chakraborty is currently working as an Associate Professor with the Department of Liberal Arts, Humanities and Social Sciences (DLHS) under the Bengaluru Campus of 沙巴体育 Academy of Higher Education (MAHE). A UGC-NET qualified scholar, Amrita has a total experience of more than 16 years, which encompasses roles in academics, secondary market research, marketing, student counselling, and operations management. She has worked with leading corporate brands such as Deloitte, Ramoji Film City (RFC), NIIT and IMS. Before joining MAHE, Amrita worked as an Assistant Professor with the School of Liberal Studies (SLS) under Pandit Deendayal Energy University (PDEU) in Gandhinagar, Gujarat, India. She played an instrumental role in creating the curriculum for the nascent postgraduate media programme at SLS. Additionally, she was responsible for bringing out the monthly school newsletter. She did her PhD in Digital Government Public Relations where she studied the Twitter handle of Digital India, a flagship programme of the Government of India (GoI). Amrita has a postgraduate degree in Journalism and Mass Communication from Tripura (Central) University and a Postgraduate Diploma in Business Administration (PGDBA) from Symbiosis. She also has a graduate degree with Economics (Honours). During her corporate stint, Amrita trained her guns in leading teams, managing projects and training and mentoring team members. Her research areas are public relations and social media with a higher focus on Twitter. She has a book to her credit and has UGC Care and Scopus-indexed publications. Amrita is a compulsive explorer and traveller. She loves photography and has a knack for telling compelling and engaging multimedia stories. She believes in the power of Social Media and regularly posts across multiple platforms.

Department of Liberal Arts, Humanities and Social Sciences (DLHS) Bengaluru

Qualification: UGC NET , B.Sc. ,PGDBA ,M.A. ,PhD

CURRENT ACADEMIC ROLE & RESPONSIBILITIES

    ? Subjects taught

    ? Program

    ? Semester

    ? Credits

    Core/Open elective

    Media Laws and Ethics

    Bachelor of Arts (B.A.) (Journalism and Mass Communication) (JMC)

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    ? ? ? ? 4

    ?

    Content and Content Marketing

    Master of Arts (M.A.) (Multimedia and Communication) (MMC)

    ?????? V

    ???????? 4

    ?

    Brand Management

    Master of Arts (M.A.) (Multimedia and Communication) (MMC)

    ??????? III

    ????????? 4

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ACADEMIC QUALIFICATIONS

Degree Specialisation Institute Year of passing
PhD Digital Public Relations School of Liberal Studies (SLS), Pandit Deendayal Energy University (PDEU), Gandhinagar, Gujarat, India 2020
M.A. Journalism and Mass Communication Tripura (Central) University, Agartala, Tripura, India 2015
PGDBA Marketing Symbiosis, Pune 2010
B.Sc. Economics Tripura (Central) University, Agartala, Tripura, India 2004
UGC NET Mass Communication and Journalism National Testing Agency (NTA) 2019

Experience

Institution / Organisation Designation Role Tenure
School of Liberal Studies (SLS), Pandit Deendayal Energy University (PDEU), Gandhinagar, Gujarat, India Assistant Professor Teaching, 沙巴体育, and Academic Administration 2018-24
edInbox Senior Correspondent Editorial 2017-18
Ramoji Krian University (RKU), Hyderabad, India Assistant Professor and Head of the Department (HoD) Teaching, 沙巴体育, and Academic Administration 2017
School of Liberal Studies (SLS), Pandit Deendayal Energy University (PDEU), Gandhinagar, Gujarat, India Faculty Member and Course Coordinator Teaching and Academic Administration 2016-17
Deloitte LLP, Hyderabad Senior Analyst Market 沙巴体育 and Administration 2008-13
NIIT Limited, Hyderabad Senior Student Advisor (Assistant Manager) Student Counselling and Operations Management 2007-08
IMS Learning Resources, Hyderabad Counsellor Student Counselling and Operations Management 2006-07
E2E Serwiz Solutions Private Limited (A Subsidairy of Tata Sons), Hyderabad Customer Care Executive Customer Care 2005-06

AREAS OF INTEREST, EXPERTISE AND RESEARCH

Area of Interest

1. Public Relations 2. Corporate Communication 3. Advertising 4. Brand Communication 5. Corporate Social Responsibility (CSR) 6. Event Management and Experiential Marketing 7. Development Communication 8. 沙巴体育 Communication 9. Media Laws and Ethics 10. Media and Communication 沙巴体育 11. Social Media Communication

Area of Expertise

1. Public Relations 2. Social Media Communication 3. Media Laws and Ethics 4. Development Communication 5. 沙巴体育 Communication 6. Media and Communication 沙巴体育

Area of 沙巴体育

1. Public Relations 2. Social Media Communication 3. Development Communication

Professional Affiliations & Contributions

1. Life Member, Public Relations Society of India (PRSI), Ahmedabad Chapter

2. Life Member, Association of Development Communication (ADC), Ahmedabad

3. Member, 沙巴体育 Association for Media and Communication 沙巴体育 (IAMCR)

'Spotting the Omnipresent ‘Emojis’ in the Contemporary Communication Paradigm: A Historical Analysis

12/1/2023 Social Media Communication Dr. Amrita Chakraborty

Deconstructing Kantara A Heady Mix of Metaphysics Local Traditions and Class Struggle

1/1/2023 Film Studies Dr. Sunayan Bhattacharjee and Dr. Amrita Chakraborty

Feminist Messages in Guru Dutt's Pyaasa (1957): A Distinctive Case Study

12/1/2022 Film Studies Dr. Sunayan Bhattacharjee and Dr. Amrita Chakraborty

Blade Runner 2049: A Case Study of Avant-Garde Storytelling

12/1/2022 Film Studies Dr. Amrita Chakraborty and Dr. Sunayan Bhattacharjee

A Critical Analysis of Indian Social Media Dynamics

10/1/2021 Social Media Communication Dr. Amrita Chakraborty and Dr. Sunayan Bhattacharjee

Feminism: A Critical Analysis vis-à-vis the Role of Men

3/1/2021 Media and Society Dr. Amrita Chakraborty

'Effective Medium of Online Classroom Communication During the Covid19 Pandemic

1/1/2021 Digital Media Dr. Amrita Chakraborty

Identification of Public Sentiment over Comments Through Tweets by Digital India

12/1/2020 Digital Public Relations Dr. Amrita Chakraborty

‘New Normal’ Brought New Concept of Living

12/1/2020 Digital Media Dr. Amrita Chakraborty

Cashless Economy and India: A Feasibility Analysis vis-a-vis the State of Digital Divide

6/1/2019 Digital Media Amrita Chakraborty

Direct Benefit Transfer (DBT) vis-a-vis Digitally Empowered India: A Brief Analysis

5/1/2019 Digital Media Amrita Chakraborty

Uncovering the Twitter Priority of Digital India Initiative over a Period of One Year from November 21, 2016 to November 20, 2017

6/1/2019 Digital Public Relations Amrita Chakraborty

Digital India Campaign and Indian Women: A Critical Study

5/1/2019 Digital Public Relations Amrita Chakraborty

Digital India on Twitter

3/1/2021 Digital Public Relations Dr. Amrita Chakraborty

Sentiment Analysis of the Word ‘Oxygen’ on Twitter during the Covid-19 Pandemic: A Comprehensive Study

8/1/2022 Social Media Communication Dr. Amrita Chakraborty

Identification of an Ideal Curriculum for Public Relations Studies in India

4/1/2022 Digital Media Dr. Amrita Chakraborty

Use of Social Media During Pandemic: The Good and the Bad

12/1/2021 Social Media Communication Dr. Amrita Chakraborty

Effectiveness of Public Persuasion through the Tweets Made by Digital India Initiative among Netizens

11/1/2019 Digital Public Relations Amrita Chakraborty