Master mass communication theory and its practical applications with this essential guide for media practitioners. Bridge the gap between academic concepts and real-world media work, from traditional broadcast to digital multi-media. Ideal for Indian communication students, this book offers a chronological progression of theory, an integrated model, and vital insights into media law, ethics, economics, and careers. Prepare for your first job and excel in advertising, public relations, and beyond. Essential reading for undergraduate research projects and professional development in India’s vibrant media landscape.