The book is structured to cater to the academic requirements of students preparing for journalism, mass communication, and civil services examinations. 2. Key Themes and Content Areas
His professional journey is deeply woven into the fabric of India's media education. He was instrumental in launching the Master's programme in Communication at Pune University and serves as the founder-director of RECMER (the Resource Centre for Media Education and Research). He has been a visiting faculty at prestigious institutions such as MICA (Mudra Institute of Communication), IIM Indore, and Flame University. Beyond India, he has shared his expertise as a Visiting Professor at Siegen University and Jacobs University in Germany, and at Ohio State University in the USA. His international recognition includes serving as Chair of the Media Education Research Section for the International Association of Media and Communication Research (IAMCR) from 1998 to 2006. mass communication in india by keval j kumar pdf
Kumar tracks the growth of (the state television broadcaster) and All India Radio (AIR) from their beginnings as tools for national education to facing intense competition from private satellite channels. This section also explores the commercialization of Indian media via the rapid growth of the domestic advertising and public relations industries. 4. Media Audiences and Effects The book is structured to cater to the
Among these, Kumar’s work remains the most widely adopted because it successfully balances theoretical rigour with extensive empirical detail about Indian media. He was instrumental in launching the Master's programme
The book was first published by Jaico Publishing House in 1981. At that time, India’s media environment was still dominated by state‑controlled broadcasting, a handful of newspaper chains, and a steadily growing film industry. The first edition provided an introductory overview of mass communication theory and practice, aimed primarily at postgraduate students entering the then‑emerging field of communication studies in Indian universities.
Structure (typical chapter themes)
Kumar provides a historical trajectory of how media evolved alongside the nation-building process:
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