Dynamics of Mass Communication

The process of exchanging and imparting information to large segments of the population using mass media technologies is called mass communication. The key objective of this discipline is to develop an understanding about the effects of information dissemination technologies on the opinions and attitudes of the people receiving that information. Mass communication techniques are extensively used for efficient and fast transfer of information to people who live far away from the source. This includes the use of radios television Internet etc. It can be classified into various sub-disciplines namely advertising journalism public relations photography interactive media and films and television. Some of the major theories encompassing the subject of mass communication are agenda setting theory cultivation theory spiral of silence and media ecology. This book is compiled in such a manner that it will provide in-depth knowledge about the theory and practice of mass communication. It studies analyses and uphold the pillars of mass communication and its utmost significance in modern times. This book is a complete source of knowledge on the present status of this important field.