Mass Communication in India By Keval J. Kumar (9788172243739)
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Mass Communication In India is an informative, comprehensive, and analytical textbook on Mass Communication, covering both, its theory, as well as recent trends.
Mass Communication In India is a thorough and comprehensive book that utilises the author’s deep understanding and sound knowledge of the field of mass communication and media. Packed with updated information on the trends and developments that have taken place in the media in recent years, this fourth edition backs up its theory adequately by providing readers with figures and facts.
Traditional Mass Communication Theory has been facing many challenges posed by the rapid technological advancements in the areas of computing, broadcasting, telecommunications, and other forms of media. Keeping this in view, Mass Communication In India brings in a fresh perspective for students of mass communication by adding entirely new sections, namely, one on Telecommunications and New Information Technology, and the other on, Mass Media, Intellectual Property Rights, and the Public Domain.
This updated and revised fourth edition is compact inspite of its exhaustive coverage of the relevant topics, and is divided into five major sections. The book begins by introducing readers to the general theory of communication, and moves on to its next section on Mass Media, which sheds light on subtopics related to it, including, television, public relations, radio, advertising, folk media, cinema, journalism, group media, and so on.
Section three pertains to the media audience perspective, and discusses audience sociology and psychology. The next section reviews the Effects aspect of mass media, while the fifth section entitled Media and Development, presents research findings related to the concept of development, and audience behaviour.
It is encouraging to know and an attractive feature of the book, that it lists out section-wise Suggested Readings, emphasising those books written by Indian authors. The book has been praised by noted communication experts in the country, and stands out as a dual purpose academic textbook, one that also presents a refreshing and contemporary critical analysis on recent media development across sections of industry, reflecting trends in communication theory and research.