Mass Communication in India, Fifth Edition Paperback – 10 December 2020
Keval J. Kumar brings considerable expertise to this comprehensive examination of mass communication within India. Drawing on decades of academic work across universities in Pune, Germany, the USA, and beyond, Kumar has crafted a resource that balances scholarly rigour with genuine readability. The book's structure proves sensible and accessible. Opening with foundational communication theory, it then surveys the full spectrum of Indian media: journalism, broadcasting, film, advertising, and public relations, alongside often-overlooked forms like folk and group communication. The latter sections shift focus to audiences themselves, exploring psychological and sociological dimensions before examining how media shapes behaviour and contributes to development. What sets this work apart is its grounding in Indian contexts. Rather than simply transplanting Western media theory, Kumar grounds his arguments in local research and perspectives. The curated reading lists favour Indian scholars, offering readers pathways deeper into the subject. Each section includes suggested further reading, making this as useful for independent learners as for classroom use. This is the kind of book that serves double duty: it functions as a textbook with proper academic scaffolding, yet reads with enough clarity that general readers interested in India's media ecosystem will find genuine value. It's informative without being overwhelming, detailed without becoming tedious.
- Author: Keval J. Kumar
- Publisher: Jaico Publishing House
- Genre: Industry-Specific Business
- ISBN: 978-8172243739
- Pages: 628 pages