About the Book
The book entitled
Mass Communication: Principles and Practices is a comprehensive and critical study of the different dimensions of the process of communication. Newspapers, magazines, radio, television and, of course, the internet are the vital ingredients of mass communication. It is remarkable to point out that the application of some form of media is the hallmark of the discipline of mass communication. The distinguishing feature of this book is that it has given particular attention to the role of mass media in the context of India. All the major developments in the field of mass communication have been discussed and examined with a particular reference to India. As a matter of fact, this book provides the thorough study of mass media and its impact and relevance for India.
The authors have made serious and sincere effort to incorporate all the key elements of mass communication both from the theoretical as well as empirical perspectives. This work is an invaluable source of knowledge for the graduate and post-graduate students undertaking mass communication.
Contents
Preface (v)
Volume 1
Section—I: Introducing the Mass Communication
1. Introduction 3
• Definition of Mass Communication • Mass Communication Research • Characteristic Features of Mass Communication • Concept of Mass and Mass Culture • Function of the Mass Communication • Media Influence • Differences between Communication and Mass Communication • Effects of Mass Communication • Elements of Mass Communication • Scope of Mass Communication in India • Future of Mass Communication
2. Tools of Mass Communication 25
• Newspapers • Magazines • Radio • Television • Films • Recording • Advertising Communication • Public Relations • Public Affairs • Folk and Traditional Media
3. Mass Communication and Society 67
• Media Audience • Public Opinion • Agenda-Setting Theory • Media in Society • Uses and Effects of Communication • Mass Media Influence on Society • Media as the Channel of Communication • Media Index
Section—II: Principles of Communication
4. Communication 93
• Meaning of Communication • Importance of Communication • Functions of Communication • Features and Scope of Communication • Historical Development of Communication • Types of Communication • Communication Barriers • Essentials of Communication • Communication Process
5. Principles of Effective Communication 143
• Effective Communication as Oral Communication • Planning and Conducting a Successful Interview • Kinds of Interviews • Other Professional Interviews • Listening Skill • Reading (Process) • Essentials of Effective Communication
6. Business Communication Techniques 179
• Formal Communication • Informal Communication • Upward and Downward Communication • Presentation Skills • Writing Application, Resumes, Letters, and Memos • Telephone Manners • Business Meeting • Space Communications • Paralanguage
Section—III: Journalism
7. Journalism 247
• History of Journalism • Objectivity • Career in Journalism • Objectives and Obligations
• Media of Communication • Styles of Journalistic Writing • Role of Journalism in a Democracy • Legal Status • Role of a Journalist • Professional and Ethical Standards
• Editorial Writing • New Feature • Article • Progress of Journalism • Current State • Future Operations
8. News Reporting 279
• What to Bring for News Reporting? • Traditional Reporting • Open Source Reporting
• Distributed Reporting • News • Writing a News Story • Reporter’s Role in Newspaper
• Major Reporting Departments • News Agency • International News Agencies • Syndicates News Agency • Writing for Radio • Newspaper Report Writing • Magazine Article Writing • Web Writing • Concept of Free Press • Reporting Skills • Planning and Conducting Interviews • Interpretative and Investigative Reporting • Types of Reporting • Sports Reporting • Citizen Reporting • Culture of Journalism • Journalistic Writing Techniques • Journalistic Professionalism
9. Editing 349
• Editorial Positions • Periodicals • Scholarly Books and Journals • Technical Editing • Business Editing • Newsroom • Copy Editing • Technical Writer • Assistant Editor • The Editor (ED) • The Area Editor (AE) • Magazine Writing • Editing Process • Proofreading • The Desk • Writing to Learn vs. Writing to Communicate
10. Newspaper Printing and Management 377
• Printing • Paper for Printing • Newspaper • Morning and Dak Edition Newspapers
Volume 2
Section—IV: Broadcast Media
11. Broadcast Media 411
• Broadcasting • History of Broadcasting • Broadcast Television • Video Production
• Production Schedule • Television Programme • Broadcast Programming • Storyboard
• Programme Proposals and Treatments • Make-up for Television and Film • Post-production Editing • Set-up Responsibilities • Video Recording and Editing • Television for Journalism • Piece to Camera • News Broadcasting • Video Camera • Video Camera Focus • Studio Lighting • Videography and Photography Lighting • Filter • Reflecting on Reflectors • Light Reflectors • Multi-Temp Light for Photography or Videography • Lights for Different Jobs • Sound • Mixing Console • Sound Editor • Sound Recording • Sound Recorded with Camera • Using Music in Your Videos
12. Radio Broadcasting 509
• Radio and Mass Communication • Radio Broadcasting • Radio Station • How to Start a FM Radio Station in India • Radio Studios • Radio Production • Using Sound Mixing and Audio Effects • Digital Audio Production • Digital Audio Player • Voice Modulation • Radio Journalism • Writing for Radio • Radio Features Production • Radio Interviews • Radio Discussion • Radio Dialogue
Section—V: Advertising and Public Relations
13. Advertising 567
• What is Advertising? • Origin and Development of Advertising • Forms of Advertising • Advertising Objectives • Advertising Budget • Selecting the Right Advertising Approach • Advertising Effects • Advertising in India • Publicity • Propaganda • Types of Propaganda • Sales Promotion • Advertising and Promotion • Advertising Strategy • Advertising Planning • Advertising Media Planning • Advertising Appeals • Advertising Copy • Print Advertising • Elements of a Good Advertisement • Advertising Regulation • Television Advertisement • Media of Advertising • Media Planning • Pros and Cons of Advertising
• Advertising Network • Visualization • Creative Advertising Careers • Future Trend
14. Public Relations 685
• Goals of Public Relations • Areas of Public Relations • Public Relations for Small Businesses • Role of Public Relations • Advertising Vs. Public Relations • Meaning of Public Relations • Role of Public Relations in Corporate Image Building • Development of Public Relations • Functions of Public Relations • Role of Public Relations in Contemporary Business Climate • Elements of a PR Programme • Archive for Public Relations • Objectives of Public Relations • Tools of Public Relations • Personal Attributes of Public Relations • Future of Public Relations • Make a Good Impression • Public Relations Specialists • Conduct a PR Campaign • Importance of Public Relations and Crisis Management • Code of Ethics for PR Firms • Evaluation of Public Relations Effectiveness • Photography for Public Relations • Internal Public Relation
Volume 3
Section—VI: Press Laws and Media Ethics
15. Press Laws 745
• Freedom of Speech • Freedom of the Press • Struggle for Freedom of Press • Media Laws of Major Countries • Media Laws in India • Parliamentary Privileges • Parliament Right to Restrict the Freedom of Press • Copyright Act, 1957 • Internet and Information Society • Press Council of India • Right to Information • Intellectual Property Rights • Press Commissions of India • The Press Council • Media Responsibility
16. Media Ethics 799
• Theory of Media Ethics • Areas of Media Ethics • Contexts of Media Ethics • Ethics of Journalistic Standards • Censorship • Ethical Code of Journalism • Media Ethics in the Future
Section—VII: New Media Technology
17. New Media Technology 827
• New Media • Internet • Media Convergence • IT and Information Management • Spectrum Management • Digital Media • Communications Revolution • DTH India
18. Global Media in Changing Technology 875
• Digital and ICTs Revolution • Information, Knowledge and the New Economy • The Information Society • Globalisation and the ICT Revolution • The Digital Divide • Challenges Ahead
19. Technological Innovations in Broadcast Media 901
• Media Scenario in India • Broadcast Media • News in the Indian Radio and Broadcast Media • Film • Traditional Folk Media • Global Broadcasting Service • Global Advertising • Branding Connection of Consumers with Products
Section—VIII: Photography and Photojournalism
20. Photography 943
• History of Photography • Types of Photography • Uses of Photography • Photography Processes • Imagination of Photography • Mode of Production • Social and Cultural Implications • Photography Techniques • Common Photographic Mistakes • Common Digital Photography Mistakes • Photography Equipment • Photographic Developer
• Photography Lighting Techniques • Future of Photography
21. Photojournalism 995
• Definition • Historical Development • Assignments and Techniques of Photojournalism • Ethics of Photojournalism • Photojournalism with Photographic Cameras
• Photojournalism with Digital Camera • Future of Photojournalism in Digital Age
Section—IX: Recent Trends in Mass Communication
22. Cyber Journalism 1021
• Cyber Media • Cyberspace • Information Superhighway • Internet Revolution • Cyber Journalism • Cyber Media • Writing for Web Media • Editorial Style • Web Newspaper
• Web Design Layout • Online Advertising • E-mail Marketing • Report a News Story Online • Globalization of Journalism Online • Cyberlaw • Indian Cyber Laws • E-government
23. Event Management 1083
• Event Scheduling • Event Positioning • Cultural Events • Characteristics of Events • Summary
Bibliography 1111
Index 1117
About the Authors
B.K. Chaturvedi: MBA from University of Calcutta and Ph.D. from Uttakal University (Bhubaneswar) is a noted scholar of Business Management specializing in media management. He has vast experience of conducting, coordinating and reviewing impact assessment of development projects in various business sectors. Presently, he is a Senior Reader and Faculty Incharge of I.P. College, Ghaziabad (U.P.). He has contributed significantly both nationally and inernationally in building the technical capacity in the field of media management through his professional inputs in academic and training programmes. He has also served as consultant on several corporate houses for business appraisal of development projects, and worked as a consultant for several international agencies.
Dr. S.K. Mittal is Professor of Advertising and Integrated Marketing Communications at the Medil School of Journalism, Northwestern University Chicago, where he and his associates have pioneered the first graduate programmed in Integrated Marketing Communications. Before joining Northwestern in 1977, Mittal was Senior Vice President of Advertising and Public Relations in Mumbai for a Multi National Company. He has consulted, lectured and held seminars on marketing, marketing communications, advertising, sales promotion, direct marketing and creative strategy in the Unites States, Europe, Sourth America and Asia. Mittal is the Editor of Direct Marketing Journal of the Promotion Marketing and the first recipient of the Direct Marketing Educator of the Year Award (1999), presented by the Direct Marketing Educational Foundation. Originally held from Rajasthan, Mittal has a very powerful presence in the international arena.
