Lalatendu Acharya

Dr. Acharya's research focuses on communication campaigns, behavior change and consumer participation. He studies and evaluates the meanings behind the design, construction and implementation of different health, nutrition and other communication campaigns specifically in vulnerable and marginalized communities. His research investigates and analyzes the lack of community voices, lack of community participation and the absence of cultural and contextual understandings in the myriad communication interventions that result in marginalization, vulnerabilities and creation of health disparities and inequities. Dr. Acharya's research uses cultural frameworks like the Culture Centered Approach (CCA), PEN-3, social theories like Social Suffering, Structural Violence, Unintended consequences of purposive action and other social and psychological hypotheses. His research documents the voices of marginalized and vulnerable communities in different settings, their meanings and experiences; it locates the communities in their cultural and structural context and explores the various intersections, structural in-access, violence, the politics of discourse from the communication managers, and the erasure of the individual's/consumer's agency. Dr. Acharya's uses this knowledge to develop more efficient communication campaign models/ frameworks which are participatory, culture centered and aim towards a sustainable behavior change. Dr. Acharya has worked extensively in the field of Communication and related issues in the Corporate sector, Non-Governmental Organizations (NGOs) and the United Nations Children's Fund (UNICEF). Dr. Acharya has a MBA and a PhD from Purdue University in Communication.

Dr. Acharya has published his work in top journals in the field like Health Communication and has several peer reviewed articles and book chapters. He is also a reviewer in many journals like Health Communication, The Journal of Health Communication, Communication, Culture and Critique, International Journal of Environmental Research and Public Health, Women's Studies International Forum, CES4Health, Journal for Research Practice, Journal of Culture, Health and Sexuality and the peer reviewed products of Community - University partnerships: bringing global perspectives to local action (CUEXPO). Dr. Acharya teaches courses on Global Health, Qualitative Research Methods, Community Based Participatory Research Methods and Sales Communication. Apart from his teaching, research and publishing, Dr. Acharya, is a member of some grassroots organizations like Peoples Group for Children's Development, KFA and White Ribbon Alliance — Orissa, located in Eastern India.


Assistant Professor

Matthews Hall 314
(765) 494-9600

Consumer Science, 812 West State Street, West Lafayette, IN 47907, (765) 494-8317

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