Description

About the Book

The present book “Rural Journalism provides an insight of the miserable condition of the rural journalism. People living in the rural areas play a vital role in the national development but they are facing the feelings of deprivation and isolation. The local and regional media are passing through a great crisis while the rural journalists and correspondents are neither facilitated by the government nor supported by their media organizations. This book deals with the working condition of rural journalists working nation-wide in the nooks and corners of the country. It was found that the national mainstream media do not give proper coverage to the issues and problems of the rural areas. The urban based mainstream newspapers and television channels give coverage to urban issues because of the market trend and the financial priorities. It may lead to the phenomenon of communication imbalance and the feelings of deprivation among the rural communities. It has been recommended that the media organizations should eradicate the division of rural and urban and they should give a reasonable coverage to the issues and problems of the rural communities.

About the Authors

 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 programme 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.