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Social Effects of Mass Media in India

G.N.S. Raghavan (Author) N Bhaskara Rao (Author)
Synopsis The three parts of this unusual work present a survey of the origin and growth of the mass media in India, as part of the country’s political economy, before and after independence; a critical assessment of the present media scene including the findings of the first-ever country-wide survey of the social effects of the media, specially TV, conducted by the Centre for Media Studies during 1994-95; and a recommended future that includes in the case of Akashvani and Doordarshan, now government owned and departmentally run, a radical re-structuring and redifinition of role. The blueprint for the electronic media goes beyond, without negating, the Prasar Bharati envisioned by the B.G. Verghese working group in the last decade. It takes into account the globalisation of TV through satellite channels brought to the drawing room by cable operators, and the imperative of competition for keeping programmers on their toes. As a glance at the table of contents will show, the book packs into its pages a wealth of information and insights. It has been made possible by the background of experience of the two authors.
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About the authors

G.N.S. Raghavan

G.N.S. Raghavan is a seasoned journalist who has worked both in the private sector and in official media; he initiated path-breaking experiments in localized communication as director of the field publicity organization. His publications include ‘Development and Communication in India: Elitist Growth and Mass Deprivation’ (1992) and ‘The Press in India: A New History’ (1994), both published by Gyan.

N Bhaskara Rao

N. Bhaskara Rao is a well known pioneer in communication research and futuristic studies. As chief of the Operations Research Group, he took a leading part in initiating the National Readership Survey and interpreted the implications of their findings. He is now chairman of the Centre for Media Studies. Its high competence in survey research has become established after the remarkably accurate prediction of election results, and assessment of public opinion, in certain States through studies sponsored by Frontline magazine.

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Bibliographic information

Title Social Effects of Mass Media in India
Format Hardcover
Date published: 01.01.1996
Edition 1st ed.
Language: English
isbn 8121205212
length 315p., Tables; Appendices; Index; 23cm.