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Issues in Mass Communication: The Basic Concepts

Issues in Mass Communication: The Basic Concepts

          
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About the Book

Mass Communication as a discipline evolved out of the basic techniques, skills and practices of producing, first newspapers and then radio and TV programmes. It is a discipline which has come out of the womb of industry unlike other academic disciplines which can trace their origin to their academic god-fathers, thinkers and scholars who professed in academics and worked in laboratories. This dichotomy makes mass communication a rather strange discipline.This complex discipline, therefore, calls for a change of approach to study for which most of the media training institutions are not prepared. Only a collection of the works of eminent persons in the field of media and contributing areas can produce the resources bank for understanding of media and the various issues involved with it.

 

The two volumes basically deal with the concepts whose understanding is vital to the practice of various forms of media. The five parts of the first volume deal with general issues being talked about in the context of media and social society; media education which is developing at a very fast pace; the debate about the new information order and the information needs of the developing world; mass communication research and its dimensions and application of media in social sector which is crying need of the developing world. The second volume deals with six sub-disciplines of mass communication-Print Media, Electronic Media, Traditional Media, Public Relations, Advertising and finally Social Marketing. In times to come mass communication is sure to develop as an inter-disciplinary and inter-sectoral science in which these mass media will play a significant role.

 

About the Author

 

Dr. J.S. Yadava is a leading mass communication scientist whose contribution to communication research and training is widely recognized in India as well as abroad. Before talking over as the Director of Indian Institute of Mass Communication in 1987, for 16 years Dr. Yadava served as Professor and Head of Communication Research in the Institute where he was responsible for planning and execution of the research programmes and activities of the Institute.

 

He has guided more than 80 research projects which have resulted in over 150 research monographs, reports and research articles in professional journals. He has also contributed popular features and articles in various magazinesand newspapers. Dr. Yadava has served on various committees and experts groups on media for government and other reputed organizations. He has undertaken many projects sponsored by UNESCO, UNFP, WHO and FES. His special areas of interest are Development Communication and International Communication.



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Product Details
  • ISBN-13: 9788173912245
  • Publisher: Kanishka Publishing House
  • Binding: Hardcover
  • Language: English
  • Weight: 1301.81 gr
  • ISBN-10: 8173912246
  • Publisher Date: 11 Jan 2008
  • Height: 48.006 mm
  • No of Pages: 562
  • Width: 194.1 mm

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