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Admissions '26

Prof. Santosh Kumar Patra

Associate Professor, Associate Dean - Academics

Academic Area: Media, Entertainment and Sports Business

Santosh Kumar Patra has 19 years of experience in teaching, research, and educational administration. He has held various positions at MICA, Ahmedabad, and at IMT-Ghaziabad, taught as a Visiting Professor at IIM-Indore and other Business Schools, besides serving as a member of different academic advisory councils in India.

Santosh is an advisory board member for IMS Unison University, Dehradun, India, and Times School of Media, Bennet University, Delhi, India apart from this, he is also a member of the Board of Studies, Times School of Media, Bennet University, India, International Association for Media and Communication Research and Indian Sociological Society. Prof. Patra is also a reviewer for New Media and Society, Journal of Creative Communications (JOCC), and Media Watch

Santosh is a student of Sociology and specialises in Media and Digital Sociology, Content, Consumer and Community studies, and Political Economy of Media. He has done his Master’s in Sociology from Utkal University, an M.Phil. in Political Sociology, and a Ph.D. in Sociology focusing on Digital Sociology from Jawaharlal Nehru University (JNU), New Delhi.

View Resume
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2. Areas of Teaching/Training
  • Media and Digital Sociology
  • Content, Consumer and Community Studies
  • Political Economy of Media
3. Areas of Teaching/Training achievements

3.1. MICA– PGP Programme:

  • Introduction to Media and Society (IMS)
  • Media Agenda Setting (MAS)
  • Theories of Political Economy (TPE)
  • Business of Content, Consumer & Platforms (BCCP)
  • Media and Entertainment Management

 

3.2. MICA Fellow Programme

  • Research Paradigms
  • New Media Theories and Philosophy
  • Political Economy of Media
  • Globalisation and Intercultural Communication
  • Digital Culture & Philosophy

 

3.3. Institute of Management Technology, Ghaziabad (IMTG), India

  • Media and Entertainment Management
  • Business of Content, Platform and Technology
  • Consumption of Leisure and Business of Entertainment
  • Qualitative Research Methods

 

3.4. Indian Institute of Management, Indore (IIMI)

  • Media and Entertainment Business in India

 

3.5. Professional Training

  • 2013 Participated in Time and Space in the era of the Globalisation winter school, organised by the global studies programme, University of Padova, Italy, 11-17 February 2013.
  • 2008 Participated in Asia Regional Summer School 2008 on "Engendering Macroeconomics", Miriam College, Philippines, organised by Heinrich Boll Foundation.
4. Consultancy Projects
  • 2024-25 : Sony Pictures Network India (SNPI)
  • 2023-24 : Jagran New Media, India
  • 2023: Torrent Power
  • 2023: Daily Hunt- Digital Media
  • 2018: Ambuja Cements
5. Research Publications

5.1 Journal Articles

  • 2023      Govindarajan, Gyanesh; K.A., Geetha; Patra, Santosh K.; Sreekumar, TT. 2023. "Enhancing Social Capital and Reciprocity through Community News Media during COVID-19: A Study of Video Volunteers". Online Information Review. DOI: 10.1108/OIR-09-2022-0514. (SCIMAGO- Q1, Emerald). https://doi.org/10.1108/OIR-09-2022-0514
  • 2023 Kankal, B., Patra, S.K., & Panda, R. (2023). Pedagogy innovation and integration of films in management education: Review and research paradigms. The International Journal of Management Education, 21(2), 100804. (SCIMAGO- Q1, Elsevier) https://doi.org/10.1016/j.ijme.2023.100804
  • 2019 Chakravarty, Devpriya & Patra, Santosh K. 2019. A Political Economic View of the Digital India Campaign. Journal of Media Studies. 34(1). Pp 78-106.
  • 2018 Patra, Santosh K. (2018). Between Knowledge and Power: Political Agenda and Social Engagement of Political Elites through Micro-Blogging (Twitter) in India. Journal of Mass Communication Journalism 8: 361. doi: 10.4172/2165-7912.1000361.
  • 2018 Patra, Santosh K. (2018). 'Inter-subjectivity' World of Virtual Reality: Facebook User's Behaviour in the Context of Individual' Privacy' and Extended 'Self and Identity'. Media Watch. 9 (2). Pp 182-193.
  • 2017      Patra, Santosh K. & Makhija, Rakhi. (2017). Communicating Health: Awareness, Knowledge and Gap among Rural Women of Ahmedabad District, Gujarat. Journal of Family Welfare. 62 (1). Pp 13-21.
  • 2017      Jagani, Khyati & Patra, Santosh K. (2017). Digital participation through mobile internet banking and its Impact on financial inclusion: A study of Jan Dhan Yojana. International Journal of Public Administration in the Digital Age (IJPADA). 4(4). Pp 51-61.
  • 2016 Patra, Santosh K. & Khan, Sumana. (2016). Politics as "Popular Culture" & Its Digital Manifestation: an Indian State Election & Few Twitter #Hashtag Trends. International Journal of Communication Research. 6 (2). 119-127.
  • 2016 Bhatia, Kiran & Patra, Santosh K. (2016). Political Economy of Air Pollution in India A conceptual analysis of the Role of Media. Journal of Content, Community & Communication. 3(2), 50-55.
  • 2016 Patra, Santosh K. & Khan Sumana. (2016). Leveraging on Societal Insecurities & Politics of Crises in India. Mainstream. LIV (18). Pp 29-33.
  • 2015 Govil, Ankit and Patra, Santosh K. (2015). 'Need to be Shared': Decoding Viral Genome of Popular YouTube Videos. Journal of Global Communication. 8 (2), Pp 134-144. DOI: 10.5958/0976-2442.2015.00015.4.
  • 2015 Patra, Santosh. K. (2015). Online Participation and Self-presentation in Social Networking Sites: A Study of Selective Users of India. Journal of Creative Communications (Sage Publications). 10 (1) Pp 89-104.
  • 2015 Vasavada, Falguni, Santosh K. Patra, Palak Gadhiya & Krishna Mishra. (2015). Capturing Trends and Identifying the Emerging Cool: A Study of Indian Bollywood Celebs on Twitter. Media Watch. 6 (3). Pp 286-295.
  • 2013 Khandpal, Anshul & Santosh K. Patra. (2013). Brand Building in the Era of Mobility & Emergence of 'New Imagined Communities': A Conceptual Analysis. Indian Journal of Marketing, 43 (11). Pp 24-29.
  • 2013 Patra, Santosh K. & Arbind Sinha. (2013). Social media and society: 'networked self' and 'the others', Yojana (Ministry of Broadcasting, Govt. of India, 57 (May). Pp 48-51.
  • 2013 Patra, Santosh K., Rahul Gadekar & Pradeep Krishnatrey. (2013). Users' gratification, self-schema and Facebook behaviour: a study of selective young Facebook users. Media Watch. 4 (1). Pp- 84-94 (ISSN 0976 0911).
  • 2013 Sinha, Arbind, Santosh K. Patra, Sunil Bhatt & Alok Brambhat. (2013). ICT initiatives and agricultural communication in India: gaps and way forward. Mass Communicator, 7 (2). Pp- 12-22 (ISSN: 0973-9688).

 

5.2 Book (Ed.)

 

 

5.3.Book Chapters

  • 2024 Arora, A., Belk, R. W, & Patra, Santosh K. 2024. Digi & the Metaverse. In Heggde G. S,, Patra, S. K., Panda, R. 2024. Immersive Technology and Experiences. Springer. https://doi.org/10.1007/978-981-99-8834-1
  • 2023 Trivedi, S. & Patra, S. K. 2016. Rebuilding the tourism industry through sustainability practices and opportunities in the post-pandemic era. in Kumar, J, Bayram, G. & Sharma, A. (Eds.). Resilient and sustainable destinations after disaster. Emerald: UK Delhi. https://doi.org/10.1108/9781803820217
  • 2016 Patra, Santosh K. 2016. Development Disparity and Poverty of Orissa: Questions Concerning Governance Deficit. in Anand Kumar et al. (Eds.). Chronic Poverty in India: policy issues and challenges: Vitasta Publication: Delhi.
  • 2007 Jha, Himanshu & Santosh K. Patra. 2007. Macro Economic Growth: Challenging Realities. in dignity and rights: making the universal right to social security a reality, Social Watch: Uruguay.

 

5.4.Case Studies

 

5.5.Book Review

  • 2013      Patra, Santosh K. "Cyberculture and the Subaltern: weaving of the virtual and real, Maryland: Lexington Books
  • 2013, 178 pp. ($60.00) by Radhika Gajjala", Journal of Creative Communication (JOCC), Sage Publication. 8 (2&3). Pp 277-282.

 

5.6.Co-edited Reports

  • 2024India OTT Report, https://uat.mica.ac.in/indian-ott-platforms/indian-ott-platforms

 

5.7. Conference Proceedings

  • 2024 ICMC, MICA, India
  • 2023 ICMC, MICA, India
  • 2015 Jagani, Khyati & Santosh K. Patra. 2015. Digital Participation through mobile internet banking and its Impact on financial inclusion: A Study of Jan Dhan Yojana. in International Conference on Telecommunication Technology and Management, Emerald India. ISBN: 9780992680053. BSTT & IIT Delhi.
  • 2014 Junaid, N.P. A. & Santosh. K. Patra. 2014. Promise and challenges of the internet to bring a new public sphere: exploring the case of right thinkers, a Facebook discussion group in Malayalam. in Digital Future: Content, community, communication: International Communication Management Conference proceedings, (pp. 66-71). Ahmedabad: MICA.

 

5.8. Research Projects

  • 2020-20: Business of Fantasy Gaming in India: a study of acquisition, retention & transaction by CMES, MICA
  • 2020-20: Shifting content consumption pattern of Indian youth during COVID-19 Lock Down and its Impact on the Media Industry by CMES, MICA
  • 2020-20: Demographic connect and Media usage patterns in the digital era, by CMES, MICA

 

5.9. Mica Funded Research Projects

  • 2015-16 : "Religiosity as a way of life vs structural enforcement by state: a study of selected endangered Tribes of Orissa", India, Funded by MICA. Starting Date: April 2015.
  • 2014-15 : "New Media and student movements in India", Funded by MICA, Starting Date, December 2014.
  • 2013-14: "Towards a ten-digit identity: mobile phones and migrant labourers in India" Funded by MICA, Starting Date, November 2013.
  • 2013-14: "Impact of ICT in health communication: a study of rural Ahmedabad, Gujarat, India", Funded by MICA, Starting date, January 2013.
  • 2010-14: "Development of alternative ICT model for agricultural communication in India", funded by NAIP/ICAR (World Bank Funded), 2010-2014.
  • 2011-15: "National Facebook study, lead the "self and identity" theme", funded by MICA, since 2011.

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