Mass Media Communication - Theory And Practice

The present book has been conce- ptualised and designed as a text which looks into the theories and practices of mass media communication. It under- takes a thorough look into the principles and practices which have defined mass media communication over the years, and how, under the onslaught of emerging technologies and media, the process is undergoing changes. Both theories and practices have been given in comprehensive detail, and the main agenda is to give readers a thorough account of what entails the field of mass media communication in the present era. It is hoped that the incisive and comprehensive content of the text serves well for all.

B. K. Ahuja, a well-known author in the field of journalism and mass communication, holds a post-graduate diploma in the subject and also hold a masters degree in computer applications. He is associated with various media organisations and computer societies in India and abroad. He has organised many national as well as international seminars, symposia, workshops and congresses on computer sciences, technology development, mass communication and knowledge-based expert systems. He has penned a large number of learned articles and features on various social issues.

Mass communication is the term used to describe the academic study of the various means by which individuals and entities relay information through mass media to large segments of the population at the same time. It is usually understood to relate to various media of information, such as newspaper and magazine publishing, radio, television and film, as these are used both for disseminating news and for advertising. Mass media communication thereby represents an important part of the journalistic enterprise today, and is indispensable to the way journalism today functions. The present book has been conceptualised and designed as a text which looks into the theories and of mass media communication. It undertakes a thorough look into the principles and practices which have defined mass media communication over the years, and how, under the onslaught of emerging technologies and media, the process is undergoing changes. Both theories and practices have been given in comprehensive detail, and the main agenda is to give readers a thorough account of what entails the field of mass media communication in the present era. It is hoped that the incisive and comprehensive content of the text serves well for all. Any suggestions for further improvement are most welcome.

**Contents and Sample Pages**