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Volume 13, Issue 2, December 2015 Twitter Sentiments: Pattern Recognition and Poll Prediction Dr. Francis P. Barclay, Dr. C. Pichandy, AnushaVenkat Role of Media in Capacity Building of Women Panchayath Members: A Case Study of Bengaluru Urban District Mamatha K.N., Prof. Onkargouda Kakade Digital Media and the Young: Need of Parental Mediation Dr. Rajesh Kumar Parental Mediation and Attitude towards Children's Television Viewing BoobalaKrishnan N., Dr. D. Boopathy Discourses of Development Communication: A Critical Review Dr. Anindya Deb The Social Media Language Dr. Ambika Shankar Mishra Human Rights and Right to Expression in Mass Media in The Present Times Dr. Deepak Upadhyaya Adoption of Information Communication Technology Tools Among Medical Doctors R. Jayaseelan, Dr. C. Pichandy, N. Boobalakrishnan Pragyaan: Journal of Mass Communication Volume 13, Issue 2, December 2015 Patron Dr. Dilip K. Bandyopadhyay Vice Chancellor IMS Unison University, Dehradun Advisor Dr. Vijayan Immanuel Pro Vice Chancellor IMS Unison University, Dehradun Chief Editor Dr. Pawan K. Aggarwal Associate Pro 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 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 The Editorial Board invites original, unpublished contributions in the form of articles, case studies, research papers, and book reviews.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 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 Guru Jambheshwar University of Science & Dr. R. K. Sohane Technology, Director, Extension Education Hissar, Haryana Bihar Agricultural University Sobour, Bhagalpur Dr. Tapati Basu Professor, Dept. of Journalism and Mass Dr. Vir Bala Aggarwal Communication Professor & Chairperson University of Calcutta, West Bengal Dept. of Journalism and Mass Communication Himachal Pradesh University Dr. Harjinder Pal Singh Walia Summer Hill, Shimla Professor, Dept. of Journalism and Mass Communication Dr. Manoj Dayal Punjabi University, Patiala Professor, Dept. of Communication Management and Technology Dr. Sunil Kanta Behere Guru Jambheshwar University of Science & Professor and Head, Dept. of Journalism and Mass Technology, Hissar, Haryana Communication Berhampur University, Behrampur, Odisha Dr. Dev Kumar Pukhraj Senior Editor Dr. N. Usha Rani Narayana ETV News, Ramoji Film City, Hyderabad, Andhra Professor, Dept. of Communication and Journalism Pradesh University of Mysore, Mysore Mr. Arun Ashesh Dr. K. Narender Political Editor Professor, Dept. of Communication and Journalism Dainik Jagran, Patna Osmania University, Hyderabad Mr. Sudhanshu Ranjan Dr. V. Durga Bhavani Editor, DD News Professor, Dept. of Communication and Journalism Prasar Bharti, New Delhi Sri Padmavati Mahila Visvavidyalayam Tirupati, Andhra Pradesh From the Chief Editor Mass Communication is one of the most dynamic and challenging disciplines of our times. Pragyaan: Journalism of Mass Communication (Pragyaan: JOMC) is a bi-annual, peer reviewed, open access Journal that aims to be at the forefront of this dynamism by publishing insightful research on new trends in the field. The Journal envisions being a marker of new trends and future prospects in the communication landscape. This issue of Pragyaan: JOMC presents eight research articles covering diverse areas of Mass Communication. In this issue, first article “Twitter Sentiments...” analyzes the inferential and predictive abilities of twitter during election campaign periods. Second paper on “Role of Media in Capacity Building of Women...” analyzes the role of media in capacity building of women Panchayat members based on a survey of 60 Panchayat women members. Third study on “Digital Media and the Young...” is focused on the need for parental monitoring of internet driven new/digital media use by the young. Fourth paper on “Parental Mediation and Attitude...”, examines association between parental mediation and attitude towards television viewing by their children. Fifth study on “Discourse on Development Communication...”, attempts to throw light on various alternative communication approaches. Sixth article on “The Social Media Language...”, explains the short and simple version of English language that has been evolved by new generation for common communication through social media platform. Seventh paper on “Human Rights and Rights to Expression...” aims to comprehend whether or not the right to freedom of speech and expression is being enjoyed by the masses in the country and the role of mass media in this regard. Last article on “Adoption of Information Communication Technology (ICT)...” is focused on the extent of use of ICT by medical doctors. We are thankful to the authors for their scholarly contributions to the Journal. We express our gratitude to our panel of referees for the time and thought invested by them into the papers and for giving us sufficient insights to ensure selection of quality papers. Thanks are also due to Dr. Vijayan Immanuel (Pro VC), Dr. Dilip K. Bandyopadhyay (VC), Dr. M. P. Jain (Chancellor), the members of the Editorial Board, and the members of the Board of Governors for their constant guidance and support. We would like to acknowledge the contributions of Dr. Sushil Kumar Rai (Editor), Mr. Deepak Uniyal (Associate Editor), Dr. Kumar Rajyavardhan (Formar Associate Editor) and all the other faculty members of School of Mass Communication in preparing the reader friendly manuscript for the Press. We welcome submissions based on quantitative analysis as well as sound conceptual and application oriented studies, challenging the boundaries of research in communication, thereby provoking readers to ask new questions, seek new evidence and come to the new conclusions. In this way, the journal continues in its efforts to provide academicians and professionals an avenue to disseminate empirical research and introduce new concepts to its readership. We hope our readers find the contents, findings and suggestions contained in this issue of Pragyaan: JOMC as informative, stimulating, and of some practical relevance. We welcome comments and suggestions for further improvement in the quality of our Journal. Dr. Pawan K. Aggarwal Associate Pro-Vice Chancellor IMS Unison University, Dehradun. Pragyaan: Journal of Mass Communication Volume 13, Issue 2, December 2015 CONTENTS Research Papers/Articles 1. Twitter Sentiments: Pattern Recognition and Poll Prediction .................................................1 Dr. Francis P. Barclay, Dr. C. Pichandy, AnushaVenkat 2. Role of Media in Capacity Building of Women Panchayath Members: ..............................17 A Case Study of Bengaluru Urban District Mamatha K.N., Prof. Onkargouda Kakade 3. Digital Media and the Young: Need of Parental Mediation ................................................24 Dr. Rajesh Kumar 4. Parental Mediation and Attitude towardsChildren's Television Viewing...............................32 BoobalaKrishnan N., Dr. D. Boopathy 5. Discourses of Development Communication: A Critical Review ..........................................39 Dr. Anindya Deb 6. The Social Media Language..............................................................................................43 Dr. Ambika Shankar Mishra 7. Human Rights and Right to Expression in Mass Media in The Present Times .......................47 Dr. Deepak Upadhyaya 8. Adoption of Information Communication Technology Tools Among Medical Doctors...........55 R. Jayaseelan, Dr. C. Pichandy, N. Boobalakrishnan Twitter Sentiments: Pattern Recognition and Poll Prediction Dr. Francis P. Barclay* Dr. C. Pichandy** AnushaVenkat*** ABSTRACT Do public opinion and political sentiments expressed