Volume 16, Issue 1, June 2018 Contradictory Perspectives on Freedom and Restriction of Expression in the context of Padmaavat: A Case Study Ms. Ankita Uniyal, Dr. Rajesh Kumar Significance of Media in Strengthening Democracy: An Analytical Study Dr. Harsh Dobhal, Mukesh Chandra Devrari “A Study of Reach, Form and Limitations of Alternative Media Initiatives Practised Through Web Portals” Ms. Geetika Vashishata Employer Branding: A Talent Retention Strategy Using Social Media Dr. Minisha Gupta, Dr. Usha Lenka Online Information Privacy Issues and Implications: A Critical Analysis Ms. Varsha Sisodia, Prof. (Dr.) Vir Bala Aggarwal, Dr. Sushil Rai Online Journalism: A New Paradigm and Challenges Dr. Sushil Rai Pragyaan: Journal of Mass Communication Volume 16, Issue 1, June 2018 Patron Dr. Rajendra Kumar Pandey Vice Chancellor IMS Unison University, Dehradun Editor Dr. Sushil Kumar Rai HOD, School of Mass Communication IMS Unison University, Dehradun Associate Editor Mr. Deepak Uniyal Faculty, School of Mass Communication IMS Unison University, Dehradun Editorial Advisory Board Prof. Subhash Dhuliya Former Vice Chancellor Uttarakhand Open University Haldwani, Uttarakhand Prof. Devesh Kishore Professor Emeritus Journalism & Communication Research Makhanlal Chaturvedi Rashtriya Patrakarita Evam Sanchar Vishwavidyalaya Noida Campus, Noida- 201301 Dr. Anil Kumar Upadhyay Professor & HOD Dept. of Jouranalism & Mass Communication MGK Vidhyapith University, Varanasi Dr. Sanjeev Bhanwat Professor & HOD Centre for Mass Communication University of Rajasthan, Jaipur Copyright @ 2015 IMS Unison University, Dehradun. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission. Application for permission for other use of copyright material including permission to reproduce extracts in other published works shall be made to the publisher. Full acknowledgment of author, publisher and source must be given. The Editorial Board invites original, unpublished contributions in the form of articles, case studies, research papers, and book reviews. The views expressed in the articles are those of the contributors and not necessarily of the Editorial Board or the University. Although every care has been taken to avoid errors or omissions, this publication is being sold on the condition and understanding that information given in this journal is merely for reference and must not be taken as having authority of or binding in any way on the authors, editors, publishers and sellers who do not owe any responsibility for any damage or loss to any person, a purchaser of this publication or not, for the result of any action taken on the basis of this work. All disputes are subject to Dehradun jurisdiction only. Pragyaan: Journal of Mass Communication Volume 16, Issue 1, June 2018 Patron Dr. Rajendra Kumar Pandey Vice Chancellor IMS Unison University, Dehradun Editor Dr. Sushil Kumar Rai HOD, School of Mass Communication IMS Unison University, Dehradun Associate Editor Mr. Deepak Uniyal Faculty, School of Mass Communication IMS Unison University, Dehradun Editorial Advisory Board Prof. Subhash Dhuliya Former Vice Chancellor Uttarakhand Open University Haldwani, Uttarakhand Prof. Devesh Kishore Professor Emeritus Journalism & Communication Research Makhanlal Chaturvedi Rashtriya Patrakarita Evam Sanchar Vishwavidyalaya Noida Campus, Noida- 201301 Dr. Anil Kumar Upadhyay Professor & HOD Dept. of Jouranalism & Mass Communication MGK Vidhyapith University, Varanasi Dr. Sanjeev Bhanwat Professor & HOD Centre for Mass Communication University of Rajasthan, Jaipur Copyright @ 2015 IMS Unison University, Dehradun. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission. Application for permission for other use of copyright material including permission to reproduce extracts in other published works shall be made to the publisher. Full acknowledgment of author, publisher and source must be given. The Editorial Board invites original, unpublished contributions in the form of articles, case studies, research papers, and book reviews. The views expressed in the articles are those of the contributors and not necessarily of the Editorial Board or the University. Although every care has been taken to avoid errors or omissions, this publication is being sold on the condition and understanding that information given in this journal is merely for reference and must not be taken as having authority of or binding in any way on the authors, editors, publishers and sellers who do not owe any responsibility for any damage or loss to any person, a purchaser of this publication or not, for the result of any action taken on the basis of this work. All disputes are subject to Dehradun jurisdiction only. Panel of Referees From the Editor Dr. Girija Shankar Sharma Dr. Bandana Pandey Dean, Dept. of Journalism and Mass Communication Professor, Dept. of Advertising Management Dr. Bhim Rao Ambedkar University, Agra & Public Relations Mass Media is a significant force in modern culture and society. It has the power to mobilize mass movements. Guru Jambheshwar University of Science & When Mass Media has become one of the most dynamic and fastest growing disciplines of our time, Dr. R. K. Sohane Technology, particularly in India, Pragyaan: Journalism of Mass Communication (Pragyaan: JOMC) has the responsibility Director, Extension Education Hissar, Haryana to explore all the significant changes and developments and to provide insightful research on new trends in the Bihar Agricultural University Sobour, Bhagalpur Dr. Tapati Basu area of mass media and communication. Pragyaan: JOMC is a bi-annual, peer reviewed, open access Professor, Dept. of Journalism and Mass Journal. The Journal welcomes high quality research papers/articles, review articles and case report Dr. Vir Bala Aggarwal Communication describing original research in the fields of communication and mass media studies. This issue of Pragyaan: Professor & Chairperson University of Calcutta, West Bengal JOMC presents six research papers/articles covering diverse areas of Mass Communication. Dept. of Journalism and Mass Communication Himachal Pradesh University Dr. Harjinder Pal Singh Walia In this issue, the first paper on “Contradictory Perspectives on Freedom and Restriction of Expression in the Summer Hill, Shimla Professor, Dept. of Journalism and Mass context of Padmaavat: A Case Study” attempts to understand “laws related to freedom of speech and Communication expression and perspectives of different stakeholders of the multicultural society. Second Paper “Significance Dr. Manoj Dayal Punjabi University, Patiala of Media in Strengthening Democracy: An Analytical Study” analyzes the linkages between Media and Professor, Dept. of Communication Management and Democracy and the role of media in deepening democracy. A Third study on “A Study of Reach, Form and Technology Dr. Sunil Kanta Behere Limitations of Alternative Media Initiatives Practiced through Web Portals” explores the understanding the Guru Jambheshwar University of Science & Professor and Head, Dept. of Journalism and Mass reach and limitations of the alternative media in Indian media scenario. Fourth paper on “Employer Branding: Technology, Hissar, Haryana Communication A Talent Retention Strategy Using Social Media” analyzes the role of employer branding in acting as an Berhampur University, Behrampur, Odisha effective talent retention strategy using social media. Fifth Paper entailed “Online Information Privacy Issues Dr. Dev Kumar Pukhraj Senior Editor Dr. N. Usha Rani Narayana and Implications: A Critical Analysis” analyzes pressing online information privacy issues and their ETV News, Ramoji Film City, Hyderabad, Andhra Professor, Dept. of Communication and Journalism implications to the users of the Internet as India moves towards digitization. Sixth paper on “Online Journalism: Pradesh University of Mysore, Mysore A New Paradigm and Challenges” examines the functioning and influence of online journalism on the other forms of media. It also highlights the development of online journalism and new modes of communication Mr. Arun Ashesh Dr. K. Narender platforms (like MoJo, social media etc.), new dimension of online reporting and various challenges of online Political Editor Professor, Dept. of Communication and Journalism Journalism. Dainik Jagran, Patna Osmania University, Hyderabad We are thankful to the authors for their scholarly contributions to the Journal. We express our gratitude to our Mr. Sudhanshu Ranjan Dr. V. Durga Bhavani panel of referees for the time and thought invested by them into the papers and for giving us sufficient insights Editor, DD News Professor, Dept. of Communication and Journalism to ensure selection of quality papers. We would like to acknowledge the valuable contributions of Dr. Rajendra Prasar Bharti, New Delhi Sri Padmavati Mahila Visvavidyalayam Kumar Pandey (VC), Mr. Deepak Uniyal (Associate Editor) and all the faculty members of School of Mass Tirupati, Andhra Pradesh Communication in preparing the reader friendly manuscript for the Press. We hope our readers find the contents, findings and suggestions contained in this issue of Pragyaan: JOMC as informative, stimulating and of practical relevance. We welcome comments and suggestions for further improvement in the