Communication is not the same as mass communication. Eminent scholars such as Denis McQuail and George Gerbner have in their writings made it amply clear that the distinction has to be recognized. Every beginner, especially in countries such as India where mass communication is comparatively new, must be aware of this distinction. This book tries to make all students of mass communication aware of the basic differences between the two. No student of modern India can afford to miss the methods of communication employed by the greatest communicator of India, namely, Mahatma Gandhi, who could reach his messages to the millions in the Indian villages at a time when the scientific and technological intrastructure for mass communication was not available in India. The book tries to draw the attention of students and senior scholars, decision makers and media experts to the need for examining the basic concepts of Gandhian communication in India where more than three fourths of the media of mass communication and media users are concentrated in the four metropolises, a couple of dozen state capitals and half a dozen industrial towns. Both Indian and Western perspectives are evident throughout the book. Chapter titles bear testimony to this: From Communication to mass communication; Overview of the early attempts at communication through oral and print media; Perspectives on Gandhian Communication; Audiovisual communication (photography, film, radio and television; The little media (audiovisual aids); Advertising to the ancient and modern world; and Corporate communication / public relations. The comprehensive index helps the students and researchers to area specific topics and concepts quickly.
ABOUT THE AUTHOR J.V. Vil'anilam
Professor Dr. John Vergis Vil’anilam, Ph.D. in Mass Communication from the University of Amsterdam (1986). Master of Science (MS) in Communication, Temple University School of Communications and Theatre, Philadelphia, U.S.A. (1975), D. Litt. Bhagalpur University (1981) and M.A. in English Literature, Banaras Hindu University (1958) and Bachelor of Science in Chemistry from the University of Travancore (1954) has thirty years of teaching, research and administrative experience in India, and the U.S. Highlights of his long experience are given below: Vice-Chancellor and Professor & Head, Department of Communication & Journalism, University of Kerala, Thiruvananthapuram; Adjunt Professor at the School of Communications & Theater, Temple University, Philadelphia; Visiting Scholar, Annenberg School of Communication, University of Pennsylvania, Philadelphia; Fellow of the Association of Commonwealth Universities, London, in which capacity he lectured at the departments of mass communication and journalism at various universities in Sri Lanka, Singapore, Malaysia, Thailand, Hong Kong and Canada; K.R. Narayanan Professor at the National Institute of Social Work and Social Sciences (NISWASS), Bhubaneswar; Visiting Professor at Mangalore University (UGC Professor Emeritus), Karnatak University, Dharwar, Berhampur University, and the Makhanlal Chaturvedi National University of Journalism, Bhopal; Founder-Editor, Journal of Communication Studies and Indian Journal of Communication; Winner of the James W. Markham Prize awarded by the International Association for Mass Communication & Journalism, United States; Winner of the Kerala Sahitya Academy Award for the best book on advertising in Malayalam; Author of two dozen books and hundreds of journal articles on mass communication, economic development, advertising, occupational diseases, rubber technology, communication education, press performance, etc. and two collections of poems and essays in English and Frequent radio speaker in English and Malayalam.
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