Mass Communication: Theory and Practice in the 21st Century

Synopsis from Bagchee.com
Mass communication is no longer a recent phenomenon. Since India is considered the hub of information revolution the awareness about communication and media concept is still on the rise. Mass communication needs to know the basic role of communication concept, no matter it be print media, electronic media or performing arts.

This book presents an overview of the social and communication roles of the various channels of mass media. Every professional must know the history and the future of the strengths and weakness of the current issues affecting each medium. In this fast emerging profession communicators are required to assess the relevance of mass media in society, recognize the changes currently taking place in the mass media, including globalization, technological advances, and the role of networks, specialty channels and specialized publications including the internet. New entrants are required to develop tactics and strategies to foster a positive relationship between journalists and public relations practitioners. They have to display and apply the following in all situations: effective interpersonal skills, communication skills, problem solving techniques and analytical thinking, using a professional attitude and an awareness of ethical behaviors. Writers, media organization and research institutes have done a lot of work in the field f Mass Communication.

Though many books are available in the market, which deals with Mass Communication in Indian context, this book is written with the idea of integrating the concept of mass communication from the basic and then elaborating it in the simples language. This book is not a repeat what others have done in the past. Beginning with the concept of communication and providing detailed information about various mass media, concept of news story writing, news agencies, discussion related to government media organizations, press council, history of broadcasting, advertising, public relations and information technology, this book is a complete manual of mass communication.