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In modern times, Mass Media is one of the most vital sectors in any society or economy. Mass media can be used for various purposes, like `advocacy1 for both business and social concerns. Enrichment and education - traditionally through performances like acting, music, and sports along with reading and Public Service announcements. Another aspect of Mass Media is mainstream media, which implies ability to transmit tacit knowledge,with a bias - political or otherwise, - towards favouring a certain individual outcome or resolution of an event. This view of central media can be contrasted with lateral media, such as e-mail networks, where messages are all slightly different and spread by a process of lateral diffusion. Mass media has become an integral part of our lives and cannot be separated from our routine. Particularly for the urban people, the need for information is more important than ever. Our values and way of life, in this information era, are strongly influenced by mass media organs, like newspapers, TV, radio, video and internet. Mass Media is a vast subject, with many a good book, already available. But, this humble effort has been made to add another pearl. This work Encyclopaedia of Mass Media, is a sincerely made effort and it should prove to be beneficial for students and all concerned readers.
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Encyclopaedia of Mass Communication : Volumes 1- 3
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