Issues in Mass Communication : The Basic Concepts, Vol. I-II

Contents: Vol. I. Introduction. I. Media issues: 1. Challenge to create informed citizenry/Ramtanu Maitra. 2. From personalised politics to personalised journalism/Girilal Jain. 3. Minimum science for everyone/Narender K. Sehgal. 4. Media and elementary education/J.S. Rajput. 5. Social effects of mass media/J.S. Yadava. 6. Communication strategies for non-radio, non-TV areas/A.K. Devgan. 7. Media and political process/Nitin D. Wakankar. 8. Mass media, social change and social responsibility/Ganesh Subbarayan. 9. Role of media in science and technology/C. Ramakanta Sarma. 10. Transparency in government functioning and right to information/Ambrish Saxena. 11. Communication problems and potentialities/H.Y. Sharada Prasad. II. Media education: 12. Gramsat--satellite for rural education/B.B. Mohanty. 13. Communication training in Africa/Jerry Komia Domatob. 14. Seven things journalists should be trained in/K.R. Narayanan. 15. Communication education: present and future/Chanchal Sarkar. 16. The importance of training in journalism/S. Viswam. 17. Case for a national council for journalism/J.S. Yadava. III. New information order: 18. Moral and ethical Dilemmas in an information society/Raj Kumar. 19. Is western model relevant to Asia?/J.S. Yadava. 20. Global electronic invasion: developing world under siege/Raj Kumar. 21. Bangladesh media and India: an attitudinal profile/Shaikh Abdus Salam. 22. Press in Asia-Pacific region/Toshitaka Hayashi. 23. NWICO as an input in third world development/Pradeep Mathur. IV. Mass communication research: 24. Communication research in India: some reflections/J.S. Yadava. 25. Basic facts of audience research in India/Sunil Misra. 26. Communication challenge: agenda for research/P.C. Joshi. 27. Audience research in sound broadcasting/Sharafat Yar Khan. 28. Research in mass media: trend, analysis and challenge/Uma Joshi and Neepa Mehta. V. Media and women/social sector: 29. Studying Muslim women: approaches and methodology/H.Y. Siddiqui. 30. Electronic media and children/Ila Varma. 31. Television viewing among children/Usha Abrol, Vandana Thapar, N. Khan and Parul Srivastava. 32. Construction of feminity on Indian T.V./Prabha Krishnan and Anita Dighe. 33. Media and Women\'s Movement/Suhas Kumar. 34. Poor Muslim women in rural Bangladesh/Tulsi Patel. 35. Portrayal of distorted image of women by Indian Media/Sunil Dhar and S.N. Pattnaik. 36. Socialisation of female child and mass media/B.K. Kuthiala. 37. Girl child and the role of media/Kamla Bhasin. 38. Media image of women/Kusum Rana and Manju Gupta. 39. Information needs of rural masses/B.K. Prasad. Index.

Vol. II. Introduction. I. Print Media: 1. Advanced editing skills/Adarsh Kumar Varma. 2. Rural newspapers: need for professionalism/Snehasis Sur. 3. Culture-industry interaction in printing process/M.A.S. Rajan. 4. American newspapers and challenges of the 1990s/William L. Winter. 5. Challenges and opportunities for press in Asia-Pacific region/Toshitaka Hayashi. II. Electronic Media: 6. Indian cinema 2000 A.D./Hameeduddin Mahmood. 7. Hum log: from concept to after-effects/Arvind Singhal and Everett M. Rogers. 8. Electronic media: let a hundred satellites beam/K.A. Vardan. 9. Broadcasting for development/Sham Behari. 10. Global electronic invasion: developing world under siege/Raj Kumar. III. Traditional Media: 11. \'Tom Tom\':  a traditional medium for communication/S.V. Ramasamy. 12. Theatre in fight against leprosy/Tripurari Sharma. 13. Traditional media and development communication/Durgadas Mukhopadhyay. 14. Communication through folk art forms/N.N. Pillai. IV. Public relations: 15. Public sector communication/C.K. Sardana. 16. PR\'s role in promoting human rights/Ajit Gopal. 17. State information apparatus in 90s/Yogendra Narain. 18. Information set-ups in states/S.K. Mukherji. 19. Government and the media/H.Y. Sharada Prasad. 20. Corporate communication--an overview/Jaishri Jethwaney. 21. Public relation education in India: a critical evaluation/N.A.K. Durrain. 22. Image management/Subir Ghosh. V. Advertising: 23. Positioning and the battle for competitive advantage/Subroto Sengupta. 24. Time for innovation in advertising/Prabh S. Kang. 25. New trends in advertising industry/Ravi Shanker. 26. Communication for social change: a marketing approach/B. Kinnera Murthy. 27. Average girl succeeds while Maharaja fails/Kamal Yadav. 28. Advertising: the persuasive mass communication/Ravi Shanker. VI. Social marketing: 29. Development communication research: an overview and needed conceptual and methodological departures/J.S. Yadava. 30. Social marketing: concept and process/Ravi Shanker. 31. Consumer protection--the emerging challenge/A.N. Saxena. Index.

"Mass communication as a discipline evolved out of the basic techniques, skills, and practices of producing, first newspapers and then radio and TV programmes. It is a discipline which has come out of the womb of industry unlike other academic disciplines which can trace their origin to their academic god-gathers, thinkers and scholars who professed in academics and worked in laboratories. This dichotomy makes mass communication a rather strange discipline.

This complex discipline, therefore, calls for a change of approach to study for which most of the media training institutions are not prepared. Only a collection of the works of eminent persons in the field of media and contributing areas can produce the resources bank for understanding of media and the various issues involved with it.

The two volumes basically deal with the concepts whose understanding is vital to the practice of various forms of media. The five parts of the first volume deal with general issues being talked about in the context of media and social society; media education which is developing at a very fast pace; the debate about the new information order and the information needs of the developing world; mass communication research and its dimensions and application of media in social sector which is crying need of the developing world. The second volume deals with six sub-disciplines of mass communication--print media, electronic media, traditional media, public relations, advertising and finally social marketing. In times to come mass communication is sure to develop as an inter-disciplinary and inter-sectoral science in which these mass media will play a significant role." (jacket)