About the Book
This revised edition is a systematic and scientific study of the evolution and growth of media technology, especially during the later part of the twentieth century. Advancement in science and technology has great impact on higher education including, the mass communication. Essentially, the new media technologies are comprehensible, dense, networkable interactive and impartial. Computer games, internet, website, CD-ROMs, DVDs and computer multimedia are the most common examples of the new media technology. In fact, the new media technology is digital in character. The authors have made serious and sincere effort to incorporate all the key elements of new media technology and communication both from the theoretical as well as empirical perspectives. This edition is an invaluable source of knowledge for the graduate and post-graduate students undertaking mass communication. This edition would provide a new dimension research and analysis of new media technology and communication.
About the Authors
B.K. Chaturvedi: MBA from University of Calcutta and Ph.D. from Uttakal University (Bhubaneswar) is a noted scholar of Business Management specializing in media management. He has vast experience of conducting, coordinating and reviewing impact assessment of development projects in various business sectors. Presently, he is a Senior Reader and Faculty Incharge of I.P. College, Ghaziabad (U.P.). He has contributed significantly both nationally and internationally in building the technical capacity in the field of media management through his professional inputs in academic and training programmes. He has also served as consultant on several corporate houses for business appraisal of development projects, and worked as a consultant for several international agencies.
Dr. S.K. Mittal is Professor of Advertising and Integrated Marketing Communications at the Medil School of Journalism, Northwestern University Chicago, where he and his associates have pioneered the first graduate programmed in Integrated Marketing Communications. Before joining Northwestern in 1977, Mittal was Senior Vice President of Advertising and Public Relations in Mumbai for a Multi National Company. He has consulted, lectured and held seminars on marketing, marketing communications, advertising, sales promotion, direct marketing and creative strategy in the Unites States, Europe, South America and Asia. Mittal is the Editor of Direct Marketing Journal of the Promotion Marketing and the first recipient of the Direct Marketing Educator of the Year Award (1999), presented by the Direct Marketing Educational Foundation. Originally held from Rajasthan, Mittal has a very powerful presence in the international arena.