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Synopsis With extending impact of media and mass communication on individuals and groups, the Indian society overall is reacting swiftly. The pervasive effects of the various media on the varied spheres of the Indian life-economic, social, cultural, intellectual, religious and even moral values transforming rapidly. As a result of this change, what is emerging in the Indian situation is in DeFleur and Rokeach's words, "a conception of the media audience as a set of individuals who now encounter the media as social beings connected to their social environments." In fact, some two decades before this would not have possible or practicable at all.

India, as is well known, is a nation of diverse and divergent cultures and sub-cultures, languages and dialects that run into several hundreds, varied religions and faith. An ancient country with civilization some 4,000-year-old, India, now a land of teeming millions, is abounding with challenging themes and problems of development. The 640 million people are waiting for a revolution in all aspects of human endeavour, a rich field for mass media to exert the influence and cast their impact.

The Book titled "Media Management and Development" has been brought out with the main objective of enlightening the readers regarding the latest trends in print as well as electronic media.

We are sure that this book will be quite useful to the students of Bachelor of Journalism and Mass Communication (BJMC) and of Master of Journalism and Mass Communication (MJMC) besides researchers under going M.Phil. and Ph.D. Degree programmes.