The shift in audience metrics from "public service" to Television Rating Points (TRPs). 4. Media Laws, Ethics, and Governance
What makes Mass Communication in India stand the test of time is Keval J. Kumar’s critical perspective. He does not merely state facts; he questions the ethics of the media. He challenges readers to look at who owns the media, who controls the narrative, and whether the marginalized voices of India are truly being represented.
His seminal work, first published in 1994 (by Jaico Publishing House), was revolutionary. It was the first textbook to apply communication theories (from Lasswell to McLuhan) to Indian case studies, making it the gold standard for UGC-NET, journalism entrance exams, and undergraduate/postgraduate courses across India. mass communication in india by keval j kumar pdf
If you are using Keval J. Kumar’s book to study for major national exams, structural reading is key. Do not just read from cover to cover; instead, categorize your notes into three distinct pillars:
Keval J. Kumar’s textbook stands out because it contextualizes media theories within the unique socioeconomic and multicultural fabric of India. Instead of merely grafting Western communication models onto the Indian audience, Kumar traces how local languages, historical struggles, and political shifts shaped a distinct media ecology. The shift in audience metrics from "public service"
While digital copies offer quick keyword searches, instant referencing, and zero-cost accessibility for cash-strapped students, purchasing the physical copy or accessing authorized institutional e-books is highly recommended. The physical book remains a staple for university libraries due to its extensive bibliography, index, and detailed case studies that are easier to navigate in print. Critical Pedagogy and Media Literacy
This chapter analyzes the dynamics of the Indian press, focusing on: Ownership patterns and concentration. Kumar’s critical perspective
The book details the birth of print media in India, starting with James Augustus Hicky's Bengal Gazette in 1780.
The fifth edition expands, revises, and updates the analysis of both traditional mass media and the new digital and social media. The book is broadly divided into thematic sections, covering:
The book's authority is derived from the distinguished career of its author, Keval J. Kumar. An eminent media and communications expert, Prof. Kumar is not merely an academic but a foundational figure in Indian media education. He is the founder-director of the Resource Centre for Media Education and Research (RECMER) and currently serves as an adjunct professor at the Mudra Institute of Communications (MICA) in Ahmedabad. He is also a visiting faculty member at prestigious institutions like IIM Indore and Flame University, Pune.
From the SITE (Satellite Instructional Television Experiment) to the explosion of private satellite channels in the 1990s. 4. Media Laws and Ethics