There are mass communication theories which are cohesive in nature, such as non-verbal communication, extension communication, besides the role of various mass communication aids. An indepth analysis of the various approaches and paradigms of modern communication theories is described. This book will be helpful to provide a perfect theoretical background about the subject areas of mass communication. This book presents most of the prevailing popular communication models for the study of mass communications. Besides, this book also provides brief descriptions about most talked about concepts and innovative ideas in the field of mass communication and journalism. In addition, this book dwells equally well on mass communication modes and styles by using both graphic and verbal ones, to explain the matter further. Topics and themes, such as impact of processes of mass-media on individuals, society and culture, are covered. This book further reflects on subject areas such as audience and media reception research. The role of new media in contemporary information society is discussed. Similarly the institutional aspects of modern media organizations and their selection processes are reflected upon briefly. Both planned communication and international communication are described, including their inter-relationship. This book also highlights the fact that while digital data processing. In sum, this book aims to develop key concepts in and approaches to mass communication by introducing readers to issues like mass culture modernity and post modernity. Contrasting political perspectives on mass communications are also dealt briefly. Various sociological approaches to vital areas of mass communications, such as production, regulation, audiences, international aspects and the impact of new technology are also covered. This book is being presented in lucid and simple language and will go a long way in providing strong background regarding conceptual and theoretical aspects of mass communication.
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