Mass media and interpersonal communication for social awakening / by K.Chandrakandan...[et al. ]

In the present competitive era, information is being treated as the in addition to the most traditional resources namely Man, Machine, Money, Material and Time. At the same time, wide range of our population have lack of accessing the information tools.

The technological discoveries of 1980s like television, radio and a wide range of audiovisual aid have already brought out considerable change and made profound impact on society. The 1990s have seen the growth of commonly called new information and communication technologies such as telecommunication, computer and microelectronies. These technologies have produced the phenomenon like telematics, electronic networking and interactive multi media which are establishing the usability and popularity in the elite group of our population,

New communication and complementary computer and information technologies have profoundly affected our social structure. What is now required is a new seript of media communication in the 21st century. The book seeks to give every reader a comprehensive picture of the mass media upon which he depends so heavily as a citizen and for those who are considering a career in mass and interpersonal communication, for research scholars, public administrators, policy decision makers, mass media personnel, etc.