Description

About the Book

The new edition approaches communication theory from a psycho-social perspective, in an attempt to show theory development within a social context. Many of these theorists would not actually consider themselves “communication” researchers. The field of communication study is remarkably inclusionary, and integrates theoretical perspectives originally developed in a range of other disciplines. This edition is redesigned into eight chapters that deals with prominent theories and application of prominent communication, organizational communication, information and communication technology, health communication, language and linguistics communication, and mass media communication in culture and society. Hope this edition will be helpful for students, teachers, and professionals of journalism and mass communication in general and applied communication in particular.

About the Author

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.

Ritesh Sharma is a professor of psychology at the School of Humanities and Sciences in William Rainey Harper College, Chicago. He is also faculty director of the Center for Social Innovation in Chicago. His research focuses on the psychology of justice, social norms, philanthropy, and group decision making. He has published more than 80 research papers in National & International reviewed journals. His important publication is—Social Entrepreneurship: The Next Big Business Opportunity.