Mass Communication In India
A Sociological Perspective
- J V Vilanilam - Ex-Vice Chancellor , University of Kerala, Trivandrum
Mass Communication Theory
- Emphasizes the distinction between communication and mass communication—the former being a two-way exchange and the latter mostly a one-way communication.
- Discusses the relevance of mass communication for the largely illiterate population of India, with particular reference to the type of media content and the inadequacy of conventional schooling.
- Discusses the rapid technological progress in the world in recent decades in the context of digitalization, computerization and media convergence, as well as the global nature of mass communication.
- Highlights that almost half the world`s population remains untouched by the communications revolution even at the beginning of the 21st century.
- Examines the potential of EDUSAT, the educational satellite launched recently, as a means to bring education and information to all sectors of the Indian population.
The book astutely draws attention to the media’s failure in equally reaching out to urnban and rural areas and across social classes…. the biggest strength og the book and its key contribution to the discourse on mass communication in India is the critical assessment of the present state of media…
Vilanilam’s study traces the growth of mass communication in India against a background account of the expansion of communication media worldwide.
This book traces the progress of mass communication in India and the West from a historical and sociological perspective, from primitive to modern times. [The author places] his argument in the global context within which mass communication takes place…. The author maintains that efforts must be made to spread communication so that it can serve as an instrument of social change, and become a vital tool in the hands of ordinary people.
Mass Communication in India goes into the various aspects of a sector that has come to shape our lives. The book throws up many pertinent questions…. The tricky issue of media ownership and media conglomerates also finds place…. The book traces the history and development of media-right from the earliest journal. There are details of the development of language journalism in India, the establishment of presses and newspapers, and the role of the agencies. It is the rapidly changing face of journalism today that the author is most concerned about. He strongly makes the point that the mass media today is actually just for elite urban India, and rural communication is not their radar at all, leaving out a majority of the people.
The book traces the progress of mass communication from a historical and sociological perspective through radio, print, television, films and so on…. Useful literature on media matters.