The Edinburgh History of the British and Irish Press, Volume 3

This volume presents a research-led, interdisciplinary examination of existing scholarship as well as new research on twentieth-century newspaper and periodical history across Britain and Ireland during a key period of change and development into the twenty-first century. It covers an important period of expansion (1900-2017) in periodical and press history across the four nations of Britain (England, Northern Ireland, Scotland, Wales) and Ireland, concentrating on how the development of twentieth-century print communication can be assessed via cross-border comparisons and contrasts. Its thirty-three chapters are interspersed with case studies specific to the themes covered, allowing synchronic and diachronic coverage via macro as well as micro studies. It is designed to provide readers with a clear survey of the current state of research in the field, drawing on contemporary methodologies, demonstrating the interdisciplinary nature of the field and offering an indication of areas ripe for further work. The impact on the field of digital media and archives will fully inform discussions of the print archive where relevant. While the volume meets a need amongst scholars of British and Irish culture, it will also be of tremendous value to those working in other national traditions, offering insight into press trade connections into European and trans-oceanic counterparts, highlighting matters related to national and trans-national identities, migration, skills and knowledge exchange and the place of such texts in a globalised marketplace.

Censorship as Negotiation: The State and Non-European Newspapers in Kenya, 1930–54

This article is concerned with the colonial state as a producer, consumer, and regulator of print. Propaganda and censorship may represent two extremes in the management of a colonial public sphere. Censorship was an interactive and negotiated process—one whose successful management was in the interest of both the censoring agents and those censored. One might think that censorship is a measure taken in order for communication to break down. If we imagine colonial print communication as a continuum suspended between partners that at one end desire full freedom of expression and at the other full control, absolute censorship does constitute silence, like that represented by the dramatic closure of the African press in Kenya with the Emergency of 1952. In a politicised colonial environment, like that in postwar Kenya, censorship may be understood as negotiation between colonisers and colonised on the limits of free speech. The article examines what changed in Kenya's late-colonial period in relation to the production, broadcasting, censoring, and suppression of non-European newspapers, and how the change affected the institutions and groupings that produced and received texts. More narrowly, it seeks to trace the dynamics of textual interfaces between the European print frameworks and those of the consolidated or emerging non-European publicists and publics. An examination that situates censorship in a broader context of management of discourse, of negotiation and dialogue, one that tests and goes beyond the dualism of suppression and resistance, may make it clearer why and to what extent a number of critical, anti-colonial publications were allowed to exist, and some were encouraged; and what the limits were, when opposition became unacceptable, and communication broke down.

Digital Literacy

For centuries, both the technologies of literacy—from cuneiform tablets to the printing press to, most recently, the smartphone—as well as the practices of reading, writing, listening, speaking, viewing, and visually representing have evolved. In the late 1990s, with the emergence of the hyperlinked and increasingly visual form of the Internet known as the World Wide Web, researchers, journalists, and educators began to use the term “digital literacy” to describe and differentiate emerging practices that were considered new, or at least different, from linear, text-centric literacy practices. To be digitally literate, competent learners would need to perform equally as well in face-to-face and print communication, as well as with emerging online tools such as discussions boards, instant messaging, and email. Along with the introduction of the term “digital literacy,” a number of related—and often considered synonymous—terms have emerged from various perspectives including “computer literacy,” “information communication technologies (ICT) literacy,” “information literacy,” “media literacy,” “new literacy(ies),” and “multiliteracies.” In an effort to clarify definitions and to distinguish between other entries in the Oxford Bibliographies, “digital literacy” is defined here as the complementary and interwoven skills, both technical and social, that people must employ when using Internet-based communication—including hypertext, images, audio, and video—to consume and create messages across a variety of academic, civic, and cultural contexts. Digital literacy, then, has particular significance within the realm of education. Often positioned as a set of skills and dispositions on par with—or in some cases, even more important than—traditional literacy skills of reading and writing, digital literacy has taken a prominent role in academic conversations from early childhood education through adolescent and young adult learning. Additionally, references to digital literacy are now common in conversations outside of school as well. This bibliography focuses attention on digital literacy in K-12 contexts, with reference to out-of-school and global contexts, drawing attention to the wide range of educational scholarship that embraces the study of digital literacy including research in linguistics and sociology as well as education.

Sola Scriptura in Africa: Missions and the Reformation Literacy Tradition

This theoretical reflection addresses issues arising in the history of world Christianity, in particular regarding mission churches in Africa since the nineteenth century. The article first evaluates the development of oral, manuscript and print communication cultures in western culture, and their influence since the first century in the Church. Modernity could only develop in a print culture, creating the cultural environment for the Reformation. Sola Scriptura theology, as in Calvin and Luther, considered the written Word of God essential for the Church’s life. The role of literacy throughout Church history is reviewed, in particular in the modern mission movement in Africa and the growing African church, to show the importance of literacy in developing a strong church. In conclusion, spiritual growth of churches in the Reformation tradition requires recognition of the primacy of print culture over orality, and the importance of a culture of reading and study.

Pharmaceutical Marketing & Product Promotion: A Paradigm Shift in Indian Pharmaceutical Industry (IPI)

The Indian pharmaceuticals' market is third largest in terms of volume and thirteen largest in terms of value, as per a pharmaceuticals sector analysis report by equity master. The market is dominated majorly by branded generics which constitute nearly 70 to 80 per cent of the market. Considered to be a highly fragmented industry, consolidation has increasingly become an important feature of the Indian pharmaceutical market. India has achieved an eminent global position in pharma sector. Country also has a huge pool of scientists and engineers who have the potential to take the industry to a very high level. Indian pharmaceutical industry is estimated to grow at 20 per cent compound annual growth rate (CAGR) over the next five years, as per India Ratings, a Fitch Group company. Indian pharmaceutical manufacturing facilities registered with US Food and Drug Administration (FDA) as on March 2014 was the highest at 523 for any country outside the US. In Indian Pharmaceutical Industry detailing has always been an integral part of doctors' communication for over the last three to four decades. All the Health Care Providers (HCPs) are struggling to manage their time schedule, the print communication gets poor attention with hardly 5-10% of the total message delivered at time. Many a times, the doctor says that he has seen the medical representative over and over again and asks the sales representative to just name the brand and/or leave samples and move on. All the cumulative hard work of the brand manager, marketing manager and the sales representative goes for a toss when the doctor does that. A major complaint of the field people, including managers, is that they cannot talk beyond the brand name and one or two points; just because they had a bad experience with the doctor not being receptive or not allowing them to speak more and the same has become a common phenomenon. With the advent of technology, video content, graphics, motion and interactivity, and newer digital tools are challenging this visual aid and redefining communication. This version of detailing adds an ‘e’ of electronic to it, making it completely different from the current mode of communication, where the electronic detailing aid is used by the medical representatives in person-to-person call. In this paper the researcher has given his endeavour to identify the key factors influencing adoption of e-detailing as a Pharmaceutical Marketing Communication by incorporating the views of Health Care Providers (HCPs) of India.