Research Studies in Mass Communication

Author: H.H Dean

Mass communication is thus conceived of as a process from production to consumption that occurs at both micro individual and macro social levels. The contributions of this multilevel view of mass communications to theoretical development in the field are illustrated by analysing three prominent theories in our field: the knowledge gap cultivation and the spiral of silence. Put simply, mass media research is the study of information related to any form of mass communication. Mass media includes television, internet, and social media. Newspapers and magazines are also considered mass media if they have a wide 
enough reach. The systematic study of mass media and communication has been an integral part of the Institute's academic pursuits. The research efforts are directed to understand the reach and impact of mass media and communication strategies and programmes deployed for awareness generation and behavioral change among the targeted population. The research pursuits aim to create a bridge between the theoretical and professional issues in the area of media and communication studies through use of research methodologies and tools.

ISBN: 978-93-86365-24-8

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