Exclusive features of this title It is a unique title in presenting mass communication, journalism, advertising, public relations, photography, broadcast media, media laws, media research and new media technologies in one volume. The textbook serves the purpose of all students of mass media and journalism and learners in the field as it is designed specially keeping in focus the academic syllabi of leading universities and colleges. The author has provided depth and simplicity in presenting the subject of mass communication in a cohesive and understandable pattern. The educational features of this textbook are designed to support and improve media literacy skills as it lays out the elements to enrich reader’s knowledge and understanding of the mass communication process and the mass media industries. The book includes all aspects of media literacy as it is an essential survival skill for everyone in the society. This book presents an overview of the social and communication roles of various channels of mass media covering various operational areas. It is designed to serve as a textbook for all students of mass communication, journalism, advertising, and public relations. The book covers the complete syllabus of National Eligibility Test (NET) conducted by University Grants Commission (UGC) and is thus suitable for all the candidates preparing for UGC-NET and various other competitive examinations.
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