Mass Communication : Recent Trends and Future Prospects

Contents: Preface. 1. Mass communication: introduction to recent trends and future prospects. 2. Effective and specialized communication: tools and techniques. 3. Mass communication research: need assessment and area identification. 4. Modern technologies for mass communication. 5. Mass communication: a sociological approach. 6. Mass communication: a developmental approach. 7. Communication environment: a model tutorial. 8. Professionalism and ethics in mass communication. 9. Mass communication: a developing country perspective. Bibliography. Index.

"Mass Communication : Recent Trends and Future Prospects provides an indepth analysis of mass communication in terms of its present problems and future chances. An introductory overview on the said subject is given in this book. Various tools and techniques of effective communication are discussed briefly. A case study of India\'s traditional media and its impact on effective communication is presented. Scope of specialized communication as a part of media management is dealt at considerable length. The need for mass communication research has been assessed critically, the method of developing an educational communication unit has been outlined. The impact of mass communication revolution on women and children in India is also critically analysed as a case study.

This book also provides readers with a developing country\'s perspective on contemporary mass communication scenario in this modern world. The requirements for just achieving a information and communication order at a global level, has been identified. The roles and responsibilities of parliamentary assembly and council of Europe and their declaration on mass communication are presented. The relationship of communication media and human rights have been emphasized in detail.

This book describes all relevant modern day\'s technologies used for effective mass communication. The impact of technological development on present day\'s mass communication is explained. The subject area of mass communication has been analysed from a sociological angle. The relationship between mass communication and social action has been discussed to further substantiate the understanding of this sociological approach. The relationship among culture, social structure and mass communication is dealt in detail. This book gives enough inputs, required for understanding development support to mass communication and its emerging trends worldwide.

In sum, this book can serve the purpose of an introductory sourcebook on the subject area of mass communication. The readers will gain a great deal after going through this book." (jacket)