Mass Communication: Theory and Practice in the 21st Century

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Mass communication is no longer a recent phenomenon. Since India is considered the hub of information revolution the awareness about communication and media concept is still on the rise. Mass communication needs to know the basic role of communication concept, no matter it be print media, electronic media or performing arts. This book presents an overview of the social and communication roles of the various channels of mass media. Every professional must know the history and the future of the strengths and weakness of the current issues affecting each medium. In this fast emerging profession communicators are required to assess the relevance of mass media in society, recognize the changes currently taking place in the mass media, including globalization, technological advances, and the role of networks, specialty channels and specialized publications including the internet. New entrants are required to develop tactics and strategies to foster a positive relationship between journalists and public relations practitioners. They have to display and apply the following in all situations: effective interpersonal skills, communication skills, problem solving techniques and analytical thinking, using a professional attitude and an awareness of ethical behaviors. Writers, media organization and research institutes have done a lot of work in the field f Mass Communication. Though many books are available in the market, which deals with Mass Communication in Indian context, this book is written with the idea of integrating the concept of mass communication from the basic and then elaborating it in the simples language. This book is not a repeat what others have done in the past. Beginning with the concept of communication and providing detailed information about various mass media, concept of news story writing, news agencies, discussion related to government media organizations, press council, history of broadcasting, advertising, public relations and information technology, this book is a complete manual of mass communication. This book will be immensely useful to all aspiring and professional mass communication along with professionals from other related fields like public relations and advertising. It is hoped that the book, will become the best companion and guide to different segment of users in all mass communication and media relations work.

ABOUT THE AUTHOR Diwakar Sharma

Diwakar Sharma specializes in public relations, mass communication, event management, business and media ethics as well as in marketing. He is freelance content writer and public relations consultant. Diwakar is also associated with BLS Institute of Management, Mohan Nagar, Ghaziabad. Sharma (B. 1980, Delhi) completed Bachelors in Business Administration from Ch. Charan Singh University of Meerut with specialization in marketing. Then he took his Masters Degree in Mass Communication from Guru Jambheshwar University of Hisar. Subsequently he completed post Graduate Certification in Public Relations, from Niagara College, Canada. Sharma acted in a Tele Film 'Besakhiyan' telecasted on Doordarshan-1 (India National Channel) on January 1997, film was on "Pulse Polio". Though not many people know about this film but he is of the opinion that the film and media world impressed him. The reason why he shifted from management to mass communication revolves around his personal experience with the media. He has also attended acting awareness workshop under eminent personalities like Dr. B.V. Mishra, Late B.M. Shah, J.N. Kaushal, Dr. Pancharan Pathak and Pt. T.R. Azad. Sharma has attended several seminars in India and Canada. He is a life member of Public Relations Society of India (Delhi Chapters), and also a member of Asian Media Information in keeping himself updated with the latest trend in public relations as well as mass media industry and fro this purpose he intends to attend workshops and seminars both in India and abroad. He has prepared numerous projects, communication plans and sponsorship proposals. Besides the current book, he has also authored the book, Public Relations-An Emerging Specialised Professions with Text & Case Studies.