UCF Director Gives Keynote Address at Indian Conference

Dr. M.C. Santana, College of Arts and Humanities, gave the keynote address at the conference “Media, Youth and Values” Holy Cross College, Tiruchirappalli, (Southeast) India on November 27-28, 2014. IMG_6915


Ceremony and protocol are imperative in India in events such as this one. The formality gave an air of rigorous welcoming to the pedagogical exchange taking place. Higher education is not perceived in the same way it is in the United States but with greater expectations of etiquette. The students, graduate and undergraduate, were very engaged in the discussions, and you could see their faces full of devoted attention. The enthusiasm was obvious, even after the first long day of the conference.


20141127_173714The diverse content of the presentations provided an outlet for three important themes: Media coverage of issues and their influence on young people; young people’s promise of responsibilities; and the ethics of creating mass media messages. As a Ph.D. in International Communication, I wanted to discuss the importance of reading and having visual literacy on messages (commercial, political or news oriented) and how it relates to the individual. Coming from the West and a highly individualistic society, my challenge was to talk with an audience that mostly had a collective perspective. My speech was about “Creating the Whole Individual”, and it proposed the importance of allowing young people to lead and create content that speaks to them while at the same time understanding the great implications of a message seen and heard by millions at a time. With the words “The communication revolution is no longer a revolution; it has, in fact reached a state of maturity.” I began to elaborate on the usual digital and technological changes we encounter globally today and how these changes are now part of our everyday lives and nation/state infrastructures. As UCF’s Women’s Studies director I also addressed a most vital topic for me-gender. Gender analysis constitutes an accepted and growing part of international relations inquiry and a significant international policy tool.


I was reminded of those words throughout the conference when speaker after speaker quoted part of my remarks. I was humbled by this experience. After attending and planning many conferences, I can truly say that this experience was unique. It was different for many reasons. The level of involvement of the student body was especially impressive.


20141127_113035The academic diversity of topics presented by scholars and some graduate students ranged from identity formation in Facebook selfies; to yong people’s interpretation of news reports on violence against women in India; to television advertising and learning; smart phone interfaces; to student attitudes on social media, to the pressure to be perfect and the cultivation of body image in television. I was able to connect with scholars and faculty on topics like film, visual communication, policy making as well as administrators of different levels. It was also a great opportunity to share UCF’s story.


In summary, India is magnificent, its natural is overpowering and beautiful. The people live a hard life but full of dignity. Society seems to be centered in the collective mentality where family continues to be the strongest force. I hope you consider visiting India and experiencing all the diversity it has to offer. Finally, I would like to acknowledge and thank the steering committee -Dr. J. Josephine, Dr. V. Sunderaj and Dr. P. Govindaraju – for its generous support and invitation to visit India and Holy Cross College.


Dr. M. C. Santana, Director of Women’s Studies, College of Arts and Humanities, UCF.