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ABOUT THE BOOK : Perspectives on Mass Communication Theory is unique in many respects. With contributions from Experienced Faculty from premier colleges and universities, the book covers the Mass Communication syllabus of various universities in India. Under the Choice Based Credit System (CBCS) curriculum, the undergraduate syllabi of most universities follow a uniform template prescribed by the University Grants Commission. Divided into twenty chapters the book succinctly introduces traditional topics on Media and Communication studies leading to more recent inclusions in the curriculum. Traditional communication models including Westley-Maclean’s, Newcomb’s and Roman Jakobson's model are diligently explained. Among the traditional theories, the book provides an accessible introduction to —Personal Influence, Normative theories, Media society theories, Cultivation, Spiral Silence, Agenda Setting, Priming, Framing, Active Audience and the Uses and Gratifications theories. Among the more recent topics included in the curriculum — The Frankfurt School; The Birmingham School; Diffusion of Innovation; Media Dependency and Technological Determinism, Media and Culture; Culture Hybridity — are dealt with in some detail. The Imbalance in international news flow; Political Economy of Media, including Ideology and Hegemony find a place in the book. Topics like Post Structuralism, Post Colonialism and Post Modernism have been included in the book to provide a rounded view of media and communication studies. Among the additional topics an Introduction to New Media; Information Society and the Indian Model of Communication has been included. The book will be beneficial to students beginning a course in Mass Communication and to advanced scholars with a back ground in media studies as well.