Kadeswaran S

I am an academician and researcher with over 13 years of experience in Journalism, Mass Communication, and Media Studies. My academic journey began with a strong foundation in Visual Communication and Electronic Media, which later evolved into a deep engagement with research during my doctoral studies at Periyar University, where I explored user behaviour and relational dynamics within social media platforms like Facebook. Over the years, I have held various teaching positions in reputed institutions, starting from Cherran’s Arts and Science College to my current role as Assistant Professor at PSG College of Arts and Science, Coimbatore. These experiences have shaped my holistic approach to teaching, research, and mentoring. I have published more than 15 research articles in national and international journals, presented papers at various academic conferences, and contributed to five book chapters. I have also authored a textbook on radio broadcasting and filed three Indian patents foc

EDUCATION

I have pursued a strong academic foundation in media and communication, beginning with a B.Sc. in Visual Communication from Cherraan’s Arts and Science College, followed by an M.Sc. in Electronic Media from PSG College of Arts and Science. I further specialized with an M.A. in Journalism and Mass Communication at Bharathiar University. I qualified the UGC-NET in Mass Communication and Journalism in 2015 and completed my Ph.D. in Journalism and Communication (Full-time) at Periyar University, Salem, with my doctoral research focusing on users’ relationships in the Facebook realm.

RESEARCH, TEACHING, or OTHER INTERESTS

Communication, Media Technology, Cultural Studies, Multidisciplinary

Scopus Publications

Sleep Disruption and Digital Media: Assessing the Behavioral and Biochemical Effects of Mobile and Social Media Use
Berlin Sachu
Journal of Applied Bioanalysis, 2025
Hybrid Machine Learning for Analyzing Social Media Marketing Influence on Tourists' Revisit Intentions
Pushpender Sarao, Remi John Thomas, Sonal Bhanudas Shinde, Dr.Kadeswaran S, Jayaseelan R, Rajlaxmi Pujar
Proceedings of 5th International Conference on Soft Computing for Security Applications Icscsa 2025, 2025
Every aspect of human contact, including the way tourists behave, has been profoundly affected by the rise of social media. The proliferation of travel-related content on social media has changed the way people learn about, enjoy, and return to popular tourist spots. With its interactive visual and textual content, social media marketing (SMM) is a powerful tool for influencing tourists' desire to return. In this study, we use sentiment analysis on social media data to look at how SMM affects tourists' tendencies to return. They used feature extraction techniques such POS tagging, BOW, and HASS. DAE and CNN were combined in a new hybrid model called DAECN. To improve feature learning, the model also included fully linked and pooling layers. Outperforming five benchmark models, the model showed remarkable adaptability in recognising behavioural patterns from social media inputs and achieved an amazing training accuracy of 97.42%. The dataset included issues with emoticons, URLs, and HTML tags, yet the model still performed well. These results demonstrate that SMM is useful for forecasting and shaping tourists' intentions to return, and they highlight the importance of deep learning for comprehending digitally driven tourism trends.
Women and Pornography: A Voyeuristic Perspective With Special Reference to Coimbatore
D. Brindha, R. Jayaseelan, S. Kadeswaran
Journal of Psychosexual Health, 2021
Tamil Nadu is an Indian state with different cultural trends in marriage, including endogamy, post-marital residence, spousal differences in age and education, and the extent of women’s say in the timing of marriage and choosing a partner, and disbursal of dowries. Even today, sex remains a topic of controversy, linked to immoral and voyeuristic values, especially in a patriarchal heteronormative society. With limited research available on the experiences of women watching porn, the researchers attempted to know and understand how the women of Coimbatore viewed pornography, simply from a voyeuristic perspective. In-depth interviews were conducted with 10 women (natives and residents of Coimbatore), from diversified backgrounds. Discussions related to porn consumption, meanings, risks, dangers, experiences, and pleasures associated with it were initiated. The findings of the study offered basic insights into the topics discussed, which may be helpful in normalizing women’s experiences, thus promoting a healthier and more open discourse about pornography consumption among Coimbatore women.

RECENT SCHOLAR PUBLICATIONS

Media Portrayal, Doubt, and Community Confidence in Online Health Tools in India: An In-Depth Exploration Centered on Tamil Nadu.
Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
International Journal of Multidisciplinary Research 3 (7) , 2025
2025
SLEEP DISRUPTION AND DIGITAL MEDIA: ASSESSING THE BEHAVIORAL AND BIOCHEMICAL EFFECTS OF MOBILE AND SOCIAL MEDIA USE
MBS Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
JOURNAL OF APPLIED BIOANALYSIS 11 (S1), 65-74 , 2025
2025
Shaping childhood in the digital age: Parental insights into social media’s personal, behavioral, and environmental impacts
MBS Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
International Journal of Social Science and Education Research 7 (2), 384-389 , 2025
2025
Citations: 1
Navigating the Digital Health Landscape: An Examination of Technology Acceptance and eHealth Literacy in Tamil Nadu, India
R Jayaseelan, S Kadeswaran
IJSAT-International Journal on Science and Technology 16 (3) , 2025
2025
EXPLORING AUGMENTED REALITY GAMING: A GAMER-CENTRIC PERSPECTIVE
MBS Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
International Journal for Multidisciplinary Research (IJFMR) 7 (3), 1 - 11 , 2025
2025
Levelling up for sustainability: harnessing open-world game design to Promote SDG action through organic farming and tree plantations
MBS Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
INTERNATIONAL CONFERENCE ON SYNERGIZING ECO INTERVENTIONS FOR ACHIEVING SDGS … , 2025
2025
Psychological and Social Impacts of Social Media Usage Among Youth.
MBS Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
International Journal of Innovative Science and Research Technology (IJISRT … , 2025
2025
Social media shaping first-time voters’ political behavior: A combined analysis using framing theory, UGT, and the ELM
B Sachu, S Kadeswaran, R Jayseelan
2025
Beyond the Headlines: Media dependency and social media news consumption among youth
B Sachu, KB Sankaranaraynan, S Kadeswaran
International Journal of Research-Granthaalayah 13 (6), 114-124 , 2025
2025
Citations: 2
Psychological Dynamics of Influencer Marketing on Consumer Decision-Making: An Exploratory Study.
JR Kadeswaran S. Chithra Lekshmi K. S
International Journal of Novel Research and Development 9 (8), 614-617 , 2024
2024
Challenging Stereotype: A feminist Perspective on the Tamil Cinema “Magalir Mattum” (1994).
JR Kadeswaran S. Chithra Lekshmi K. S
Shaping Narratives: Tamil Cinema and its Rendition of Women's Empowerment … , 2024
2024
Revolutionizing Social Media Marketing: A Study on the Role of Artificial Intelligence in Social Media Marketing Strategies with Special Reference to Influencer Marketing
JR Kadeswaran S. Chithra Lekshmi K. S
International Journal of Creative Research Thought 12 (07), 908-916 , 2024
2024
Citations: 2
Shaping Perspectives from Screen to Society: A Study on Transforming Societal Views through the Tamil Films 'Kaatrin Mozhi' (2018) and 'Raatchasi’ (2019)
JR Kadeswaran S. Chithra Lekshmi K. S
Legacy of Tamil Cinema: Reminiscing it's Pioneers 1 (01), 173-180 , 2024
2024
Investigating Online Game Addiction: An In-Depth Analysis of Design Elements through the Player Engagement Model
K S, BS Jayaseelan R
ShodhKosh: Journal of Visual and Performing Arts 5 (03), 91-100 , 2024
2024
SOCIAL MEDIA LITERACY AND FAKE NEWS ACUMEN: A STUDY ON THE LOCUS OF YOUTH IN COIMBATORE CITY
RJ K B Sankaranarayanan, S Kadeswaran
International Journal of Research -GRANTHAALAYAH 11 (11), 161 - 172 , 2023
2023
Effect of social comparison on self-esteem and academic performance in college students: Intrapersonal communication
B Sachu, S Kadeswaran, R Jayseelan
ICTACT Journal on Management Studies 9 (3), 1594-1598 , 2023
2023
Citations: 4
Role of new media in shaping public opinion on political issues
JR Kadeswaran S, Muralidharan K
International Conference on New Media and Communication , 2023
2023
Conception of Social Media Literacy and Fake News Acumen: A Perspective View on Focus of Youth.
JR Sankaranarayanan K.B, Kadeswaran S.
2nd International Symposium on Media Education and Research (ICSSR) , 2023
2023
Reimagining Women’s Identity: A Comparative Study of Female Portrayal in ‘Magalir Mattum’ and ‘Jaya Jaya Jaya Jaya Hey’ Films
JR Kadeswaran S. Chithra Lekshmi K. S
2nd International Symposium on Media Education and Research (ICSSR) , 2023
2023
A Theoretical Perspective on the Impact of Social Media among Youth Applying Uses and Gratification Theory.
JR Berlin Sachu, Kadeswaran S
National Conference on Ethical Implication of Social Media and Journalism in … , 2023
2023

MOST CITED SCHOLAR PUBLICATIONS

Social media reigned by information or misinformation about COVID-19: a phenomenological study
D Brindha, R Jayaseelan, S Kadeswaran
2020.0
Citations: 162
Social Media as a Gateway for Accelerating Women Empowerment
S Kadeswaran, D Brindha, R Jayaseelan
2020.0
Citations: 42
A QUALITATIVE APPROACH TOWARDS ADOPTION OF INFORMATION AND COMMUNICATION TECHNOLOGY BY MEDICAL DOCTORS APPLYING UTAUT MODEL
R Jayaseelan, S Kadeswaran, D Brindha
2020.0
Citations: 25
Social media information or misinformation about COVID-19: a phenomenological study during the first wave
D Brindha, S Kadeswaran, R Jayaseelan
International Journal of Information Communication Technologies and Human … , 2022
2022.0
Citations: 8
Covid-19 Lockdown, entertainment and paid ott video-streaming platforms: A qualitative study of audience preferences
D Brindha, R Jayaseelan, S Kadeswaran
Mass Commun. Int. J. Commun. Stud 4, 2-16 , 2020
2020.0
Citations: 8
Effect of social comparison on self-esteem and academic performance in college students: Intrapersonal communication
B Sachu, S Kadeswaran, R Jayseelan
ICTACT Journal on Management Studies 9 (3), 1594-1598 , 2023
2023.0
Citations: 4
Beyond the Headlines: Media dependency and social media news consumption among youth
B Sachu, KB Sankaranaraynan, S Kadeswaran
International Journal of Research-Granthaalayah 13 (6), 114-124 , 2025
2025.0
Citations: 2
Revolutionizing Social Media Marketing: A Study on the Role of Artificial Intelligence in Social Media Marketing Strategies with Special Reference to Influencer Marketing
JR Kadeswaran S. Chithra Lekshmi K. S
International Journal of Creative Research Thought 12 (07), 908-916 , 2024
2024.0
Citations: 2
Women and pornography: A voyeuristic perspective with special reference to Coimbatore
D Brindha, R Jayaseelan, S Kadeswaran
Journal of Psychosexual Health 3 (2), 133-139 , 2021
2021.0
Citations: 2
Covid-19 lockdown and smartphone usage, education or entertainment, among medical, engineering and arts students
S Kadeswaran, D Brindha, R Jayaseelan
Covid 19, 15-33 , 2020
2020.0
Citations: 2
M-LEARNING AMONG MEDICALSTUDENTS, BEFORE AND DURING COVID-19 LOCKDOWN
R Jayaseelan, D Brindha, S Kadeswaran
ESN PUBLICATIONS , 2020
2020.0
Citations: 2
Shaping childhood in the digital age: Parental insights into social media’s personal, behavioral, and environmental impacts
MBS Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
International Journal of Social Science and Education Research 7 (2), 384-389 , 2025
2025.0
Citations: 1
Research on Empowering Women In Digital Marketing
TM Umar, DL Chaerowati, SB Kadeswaran, D Jayaseelan
Sri Krishna Arts and Science College 14 , 0
Citations: 1
Media Portrayal, Doubt, and Community Confidence in Online Health Tools in India: An In-Depth Exploration Centered on Tamil Nadu.
Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
International Journal of Multidisciplinary Research 3 (7) , 2025
2025.0
SLEEP DISRUPTION AND DIGITAL MEDIA: ASSESSING THE BEHAVIORAL AND BIOCHEMICAL EFFECTS OF MOBILE AND SOCIAL MEDIA USE
MBS Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
JOURNAL OF APPLIED BIOANALYSIS 11 (S1), 65-74 , 2025
2025.0
Navigating the Digital Health Landscape: An Examination of Technology Acceptance and eHealth Literacy in Tamil Nadu, India
R Jayaseelan, S Kadeswaran
IJSAT-International Journal on Science and Technology 16 (3) , 2025
2025.0
EXPLORING AUGMENTED REALITY GAMING: A GAMER-CENTRIC PERSPECTIVE
MBS Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
International Journal for Multidisciplinary Research (IJFMR) 7 (3), 1 - 11 , 2025
2025.0
Levelling up for sustainability: harnessing open-world game design to Promote SDG action through organic farming and tree plantations
MBS Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
INTERNATIONAL CONFERENCE ON SYNERGIZING ECO INTERVENTIONS FOR ACHIEVING SDGS … , 2025
2025.0
Psychological and Social Impacts of Social Media Usage Among Youth.
MBS Dr. Kadeswaran S, Dr. Jayseelan Rathinaswamy
International Journal of Innovative Science and Research Technology (IJISRT … , 2025
2025.0
Social media shaping first-time voters’ political behavior: A combined analysis using framing theory, UGT, and the ELM
B Sachu, S Kadeswaran, R Jayseelan
2025.0