Mass Communication: Principles And Concepts, 2E This book is designed to give a general and comprehensive view of mass communication to the student. The book is unique in presenting mass communication journalism advertising public relations photography broadcast media media laws and media research and new media technologies in one volume. It is a challenging book and an essential reading for all students teachers trainers researchers practitioners professionals and educators of mass communication. The mass communicator needs to know the basic role of communication principles and concepts be it the print or electronic medium or performing arts. The book serves the purpose of all students of mass media and journalism and learners in the field as it is designed specially keeping in focus the academic syllabi of leading universities and colleges.The book includes all aspects of media literacy as it is an essential survival skill for everyone in the society. This book presents an overview of the social and communication roles of various channels of mass media covering various operational areas and is designed to serve as a textbook for all students of mass communication journalism advertising public relations.