lks'ky ehfM;k vkSj ;qok fodkl - Makhanlal Chaturvedi ... · ®…“ b˜™… ... kls...
Transcript of lks'ky ehfM;k vkSj ;qok fodkl - Makhanlal Chaturvedi ... · ®…“ b˜™… ... kls...
whose political posts irritated them. However,majority of the respondents said they ignored
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Chu, S. (2011). Viral advertising in social media: Participation in Facebook groups and responses amongcollege-aged users. 12(1), 30-43.Cogburn, D. L. & Espinoza-Vasquez, F. K. (2011). From networked nominee to networked nation: Examiningthe impact of Web 2.0 and social media on political participation and civic engagement in the 2008 Obamacampaign. 10(1-2), 189-213.Dimitrova, D. V., Shehata, A., Strömbäck, J. & Nord, L. W. (2011). The effects of digital media on politicalknowledge and participation in election campaigns: Evidence from panel data.20(10), 1-24.Galston, W. A. (2001). Political knowledge, political engagement, and civic education.
, 4:217–34.Gil de Zúñiga, H., Veenstra, A., Vraga, A. E. & Shah, D. (2010). Digital democracy: Reimagining pathways topolitical participation. 7(1), 36-51.Gil de Zúñiga, H., Jung, N. & Valenzuela, S. (2012). Social media use for news and individuals' social capital,civic engagement and political participation. , 17(3), 319–336.Gil de Zúñiga, H., Molyneux, L. and Zheng, P. (2014), Social media, political expression, and politicalparticipation: Panel analysis of lagged and concurrent relationships. , 64: 612–634.Kaid, L. L., & Holtz-Bacha, C. (2008). London, UK: SAGE.McClurg, S. D. (2003). Social networks and political participation: The role of social interaction in explainingpolitical participation. , 56(4), 449-464.Shivakumar, G. (2013, April 17). India is set to become the youngest country by 2020. The Hindu. Retrievedfrom http://www.thehindu.com/news/national/india-is-set-to-become-the-youngest-country-by-2020/article4624347.eceSorensen, M. P. (2016). Political conversations on Facebook – the participation of politicians and citizens.
, 38(5), 664-685.Tang, G. & Lee, F. L. F. (2013). Facebook use and political participation: The impact of exposure to sharedpolitical information, connections with public political actors, and network structural heterogeneity.
, DOI: 10.1177/0894439313490625.Tolbert, C. J. & McNeal, R. S. (2003). Unraveling the effects of the Internet on political participation.
, 56 (2), 175-185.Yamamoto, M., Kushin, M. J. & Dalisay, F. (2015). Social media and mobiles as political mobilization forcesfor young adults: Examining the moderating role of online political expression in political participation.
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Journal of Interactive Advertising,
Journal of Political Marketing,
Communication Research,
Annual Review ofPolitical Science
Journal of Information Technology & Politics,
Journal of Computer-Mediated Communication
Journal of CommunicationEncyclopedia of political communication.
Political Research Quarterly
Media Culture Society
SocialScience Computer Review
PoliticalResearch Quarterly
NewMedia & Society,
u;h lnh ds lwpuk ek/;eksa esa lks'ky usVofdaZx lkbV lekt dks rhoz xfr ls izHkkfor dj jgk gSA orZeku ;qok lwpuk izkS|ksfxdh dk iz;ksx dSls
dj jgk gS vkSj ;qok fodkl esa lks'ky usVofdaZx lkbV dSls enn dj jgh gSa] izLrqr 'kks/k vkys[k bldks vuko`Ùk djrk gSA
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r
MkW- eqdqy JhokLro
lqjsUnz dqekj∫……Æ˙…∆∂… :-
®…Ω˛i¥……⁄h…« ∂…§n˘ :- ;qok] fodkl] oS'ohdj.k] lks'ky usVofdaZx lkbV] lks'ky ehfM;kA
lks'ky ehfM;k vkSj ;qok fodkl
izLrkouk
;qok fodkl ls vk'k;
lkfgR; iqujkoyksdu
ehfM;k foLQksV ds bl nkSj esa tc iwjs fo'o dh
lwpuk ,d Nksj ls nwljs Nksj rd Rofjr xfr ls igqaprh gks] ,sls
esa ;qokvksa ds fodkl esa lks'ky ehfM;k ds ;ksxnku dks udkjk
ugha tk ldrkA lapkj ek/;eksa ds fodkl vkSj c<+rh
Hkwfedkvksa ds Lohdkj o vaxhdkj djus ds ckotwn dqN o"kZ
igys rd fdlh us dYiuk Hkh ugha dh Fkh fd lks'ky ehfM;k
dk vartkZy ;qokvksa dh lksp] fopkj] le> ,oa n`f"Vdks.k dks
bl dnj izHkkfor djsxkA
lks'ky ehfM;k ds bl usVodZ us lHkh ;wtlZ] [kklrkSj
ls ;qokvksa dks vfHkO;fä dk l'kä eap fn;k gSA ;qokvksa us bls
laokn ds lkFk gh l`tu dk Hkh ek/;e cuk;k gSA tc laiw.kZ
fo'o esa ;qokvksa vkSj lks'ky ehfM;k dh ckr dh tk, rks Hkkjr
igys ik;nku ij cuk gqvk gSA dkj.k lkQ gS fd Hkkjr ;qokvksa
dk ns'k gSA ns'k dh dqy vkcknh dk yxHkx 70 izfr'kr Hkkx
35 o"kZ ls de vk;q dk gSA ;g ;qok vius vkcknh ds lkFk
vuwBs tulkaf[;dh ykHk ds kj ij [kM+k gSA ns'k dk ljdkjh
ra=k ;qokvksa ds bl #fp dks ns[krs gq, ljdkjh ;kstukvksa dks
lks'ky ehfM;k ds ek/;e ls ;qokvksa rd igqapkus dh dksf'k'k
dj jgk gSA
izLrqr 'kks/k vkys[k esa ;qok fodkl ls vk'k;
tuek/;eksa fo'ks"kdj lks'ky ehfM;k ds kjk izkIr gksusokyh
f'kkk] LokLF; vkSj jkstxkj vkfn ls lacaf/kr [kcjksa ds ek/;e
ls ;qokvksa dh tkudkjh esa o`f) vkSj fodkl ls gSA vkt lHkh
laiznk;ksa] tkfr] /keZ vkSj ns'kksa ds ;qok lks'ky ehfM;k IysVQkWeZ
ij fn[kkbZ nsrs gSA izkjEHk esa lks'ky ehfM;k dk mn~ns'; leku
fopkj okys O;fä;ksa ds lkFk okrkZyki djuk vkSj nksLr cukuk
Fkk] ijUrq vc bldk nk;jk foLr`r vkSj laHkkouk,a O;kid gks
xbZ gaSA ;fn ;qokvksa dks bl ek/;e dk mi;ksx dj lwpukvksa ls
ySl dj fn;k tk, rks ge ns'k dks ,d oSf'od 'kfä cuk ldrs
gSa] D;ksafd ;qok iwjs bfrgkl esa ifjorZu ds okgd jgs gaSA
'kks/k vkys[k& eqä vfHkO;fä vkSj lks'ky ehfM;k]'kks/kkFkhZ& lquhy dqekj lySMk] 'kks/k if=kdk& ehfM;kiFk] vad tuojh&ekpZ ] 2016A izLrqr 'kks/k esa'kks/kkFkhZ us v/;;u dj ik;k fd lks'ky ehfM;k usvfHkO;fä ds lkFk yksxksa dks tksM+us dk dke fd;kgSA lks'ky ehfM;k ls vke vkneh dk fodkl gqvkgSA'kks/k vkys[k& vfHkO;fä dk oSdfYid eap lks'kyehfM;k% pqukSfr;ka ,oa laHkkouk,a] 'kks/kkFkhZ&jke'kadj] 'kks/k if=kdk& 'kks/k vuqla/kku lekpkj]vad fnlacj] 2013A izLrqr 'kks/k esa 'kks/kkFkhZ usv/;;u dj ik;k fd lks'ky ehfM;k dh rjQ yksxksadk #>ku rsth ls c<+k gSA lks'ky ehfM;k ds tfj;su, jkstxkj dk l`tu gks jgk gS] lks'ky ehfM;k
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lg vkpk;Z ,oa v/;k] i=kdkfjrk ,oa tulapkj foHkkx] y[kuÅ fo'ofo|ky;] y[kuÅ ¼m-iz-½
ih,p-Mh- 'kks/kkFkhZ ,oa vkbZ-lh-,l-,l-vkj- MkWDVksjy fjlpZ Qsyks i=kdkfjrk ,oa tulapkj foHkkx] y[kuÅ fo'ofo|ky;] y[kuÅ ¼m-iz-½
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;qokvksa dks laokn ds lkFk gh l`tu dk Hkh eapmiyC/k djk jgk gSA'kks/k vkys[k& lks'ky usVofdaZx lkbV& izpfyr/kkj.kkvksa dk ewY;kadu] 'kks/kkFkhZ& fot; izrki] 'kks/kif=kdk& tu ehfM;k] vad 10] lu~ 2013A izLrqr'kks/k vkys[k esa 'kks/kkFkhZ us v/;;u dj ik;k fdlks'ky usVofdaZx lkbV dks orZeku esa ftl rjg lsizpkfjr vkSj foKkfir fd;k x;k gS] og lks'kyehfM;k ds ckjs esa dbZ izdkj ds feF;k vkSj Hkze dks<d ysrk gSA vfHkO;fä dh vktknh dks Hkh ysdj bl'kks/k vkys[k esa ppkZ dh xbZ gSA
izLrqr 'kks/k ds mns'; fuEufyf[kr gS&
lks'ky ehfM;k ds tfj, gks jgs lkekftd ifjorZu
dk v/;;u djuk gSA
;qok fodkl esa lks'ky ehfM;k dh Hkwfedk dk
v/;;u djuk gSA
lks'ky usVofdaZx lkbV ds ek/;e ls ;qok fodkl
laca/kh lwpukvksa ds izHkko dk v/;;uA
izLrqr 'kks/k dk;Z ds fy, mÙkj izns'k jkT; ds y[kuÅ
ftys dk p;u fd;k x;k gSA 'kks/k esa mís';ijd U;kn'kZ kjk
ks=k dk p;u fd;k x;k gSA blds rgr ftys esa fLFkr y[kuÅ
fo'ofo|ky; esa v/;;ujr Lukrd ,oa LukrdksÙkj fo|kfFkZ;ksa
dk p;u fd;k x;k gSA
izLrqr 'kks/k ds fy, losZk.k o voyksdu 'kks/k
izfof/k dk iz;ksx fd;k x;k gSA midj.k ds :i esa iz'ukoyh
dk iz;ksx fd;k x;k gSA
'kks/k dk;Z ds fy, pqus x, ks=k esa 100 iz'ukoyh
forfjr dh x;h] ftlesa fofHkUu izdkj ds 10 oSdfYid iz'u
'kkfey fd, x;s FksA bu iz'uksa dks 'kks/k mís'; dks /;ku esa
j[kdj rS;kj fd;k x;k FkkA iz'ukoyh esa lks'ky usVofdaZx
lkbV ls lacaf/kr] ;qok fodkl ls lacaf/kr] lks'ky ehfM;k kjk
;qok tkx#drk vkSj l'kfädj.k ls lacaf/kr] lks'ky ehfM;k
ds kjk nh x;h tkudkfj;ksa ds mi;ksx ,oa izHkko ls lacaf/kr
iz'u FksA blds lkFk gh lks'ky usVofdaZx lkbV Qslcqd] V~ohVj
vkSj CykWx dk voyksdu fd;k x;k rFkk ogka ls izkIr iznÙk
ladfyr fd;s x,A
v/;;u esa lgHkkxh mÙkjnkrkvksa dk lkekU;
ifjp;& izLrqr v/;;u esa mÙkjnkrk Lukrd ,oa LukrdksÙkj ds
fo|kFkhZ gS] v/;;u esa lfEefyr mÙkjnkrk 18 o"kZ ls 32 o"kZ
ds chp dh vk;q ds gaSA v/;;u esa 'kkfey fd;s x,
mÙkjnkrkvksa esa 40 izfr'kr mÙkjnkrk efgyk] 60 izfr'kr
mÙkjnkrk iq#"k gSaA v/;;u esa mUgh mÙkjnkrkvksa dks 'kkfey
fd;k x;k gS] tks lks'ky usVofdaZx lkbV dk bLrseky djrs gSaA
,sls esa 100 izfr'kr fdlh u fdlh lks'ky usVofdaZx lkbV ls
tqM+s gq, gaSA dksbZ ,slk mÙkjnkrk ugha gS] tks fdlh Hkh lks'ky
usVofdaZx lkbV ls u tqM+k gksA lks'ky usVofdaZx lkbV ls u
tqM+us okyksa dk izfr'kr 'kwU; gSA iz'ukoyh ls izkIr vkadM+ksa ds
fo'ys"k.k ls fu"d"kZ ds :i esa] tks egÙoiw.kZ ifj.kke fudydj
vk,] mudk o.kZu fuEu gS&
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'kks/k dk mís';
'kks/k izfof/k
iznÙk ladyu
iznÙk fo'ys"k.k o foospu
U;kn'kZ dk p;u iz'u&1- vki lwpuk ds fy, fdl lks'ky usVofdaZx lkbV
dk mi;ksx djrs gSa\
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v/;;u esa 'kkfey mÙkjnkrkvksa esa lokZf/kd 60
izfr'kr Qslcqd dk bLrseky djrs gSa] 20 izfr'kr CykWx dk]
10 izfr'kr V~ohVj rFkk 10 izfr'kr Qslcqd vkSj V~ohVj nksuksa
dk bLrsey djrs gaSA ogha 10 izfr'kr yksx ,sls gaS] tks fdlh
vU; lks'ky lkbV ls tqM+s gq, gaSA fu"d"kZr% lks'ky usVofdaZx
lkbV Qslcqd T;knkrj yksxksa ds kjk iz;ksx esa yk;k tkrk gSA
v/;;u esa 'kkfey mÙkjnkrkvksa esa 25 izfr'kr yksx
izfrfnu 10 ls 20 feuV] 40 izfr'kr yksx 20 ls 40 feuV] 20
izfr'kr yksx 40 feuV ls ,d ?kaVs rd rFkk 15 izfr'kr yksx
,d ?kaVs ls vf/kd le; fdlh u fdlh lks'ky lkbV usVofdaZx
ij xqtkjrs gSaA
v/;;u esa lfEefyr mÙkjnkrkvksa esa 45 izfr'kr
yksxkas ¼;qokvksa½ dk ekuuk gS fd vius fodkl ls lacaf/kr
¼tkWCl] LokLFk] f'kkk] dSfj;j vkfn½ tkudkjh lks'ky ehfM;k
ls izkIr djrs gS] ogha 42 izfr'kr yksxksa dk dguk gS fd os
dHkh&dHkkj lks'ky ehfM;k ls yh xbZ tkudkjh dks mi;ksx esa
ykrs gSaA v/;;u esa 'kkfey pkj izfr'kr yksxkas dk dguk gS fd
os bl fo"k; esa dqN dg ugha ldrs] lkFk gh 09 izfr'kr yksx
fodkl ls tqM+h tkudkjh lks'ky ehfM;k ds vykok fdlh vU;
ek/;e ls izkIr djrs gSaA
iz'u&2- vki fdrus le; rd lks'ky usVofdaZx lkbV dk
mi;ksx djrs gaS\
iz'u&3- D;k vki vius fodkl ls tqM+h lwpuk lks'ky
usVofdaZx lkbV ls izkIr djrs gS\
iz'u&4- D;k vkidks lks'ky usVofdaZx lkbV ds lans'k izHkkfor
djrs gS\
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v/;;u ls ;g ckr lkeus fudydj vkbZ fd 25
izfr'kr mÙkjnkrk vDlj lks'ky ehfM;k kjk iznku fd;s x,
lans'kks ls izHkkfor gksdj fodkl ls tqM+s dk;ksaZ ds fy, eu
cukrs gSa] 42 izfr'kr yksx ,sls gSa] ftuds fu.kZ; dks lks'ky
ehfM;k izHkkfor djrk gS] tcfd 33 izfr'kr yksaxks dk ekuuk
gS fd os bl ckjs esa dqN dg ugha ldrsA
v/;;u esa 'kkfey mÙkjnkrkvksa esa 54 izfr'kr yksaxks
us ;g ekuk gS fd fodkl ls lacaf/kr tkudkjh ;k lwpuk dks os
lks'ky usVofdaZx lkbV ij 'ks;j djrs gS] 17 izfr'kr yksx
dHkh&dHkh fodkl ls tqM+h lwpuk dks 'ks;j djrs gaSA 25
izfr'kr yksxksa dk fopkj gS fd bl izdkj dh dksbZ tkudkjh
lks'ky ehfM;k ij dHkh 'ks;j ugha dh tkrh] tcfd pkj
izfr'kr yksxksa dk dguk gS fd bl ckjs esa dqN dg ugha ldrsA
fu"d"kZr% v/;;u esa 'kkfey vf/kdrj yksx lks'ky usVofdaZx
lkbV ls lwpuk izkIr djus rFkk [kqn ls tqM+s yksaxksa rd lwpuk
igqapkus dk dke djrs gaSA
v/;;u esa 'kkfey fd;s x, mÙkjnkrkvksa ls iwNs x;s
bl loky ij fd] D;k vki dks yxrk gS fd lks'ky ehfM;k ls
fodkl esa enn feyrh gS] lokZf/kd 55 izfr'kr yksxksa us bldk
mÙkj gka esa fn;k] tcfd 37 izfr'kr yksx bl loky dk tokc
dHkh&dHkh esa nsrs gaS] vkB izfr'kr yksxksa us dgk fd bl ckjs esa
os dqN dg ugha ldrs gaSA fu"d"kZ ds rkSj ij dgk tk ldrk gS
fd v/;;u esa 'kkfey yksxksa es ls vf/kdrj yksxksa dk ekuuk gS
fd lks'ky usVofdaZx lkbV lkekftd fodkl esa ;ksxnku nsrs
gSaA
iz'u&5- D;k vki fodkl ls tqM+h tkudkfj;ka lks'ky ehfM;k
ij 'ks;j djrs gS\
iz'u&6- D;k vkidks yxrk gS fd lks'ky ehfM;k ls fodkl esa
enn feyrh gS\
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iz'u&7- D;k lks'ky usVofdaZx lkbV ds kjk ;qok fgrksa dk
lajk.k gks jgk gS\
iz'u&8- D;k lks'ky usVofdaZx lkbV vkidh ck/kkvksa dks de
djrs gS\
iz'u&9- D;k lks'ky usVofdaZx lkbV ds kjk nh xbZ tkudkjh
izekf.kr gksrh gS\
v/;;u esa 'kkfey fd;s x, mÙkjnkrkvksa esa ls 33
izfr'kr yksxksa dk ekuuk gS fd lks'ky usVofdaZx lkbV ;qok
fgrksa ds lajk.k esa egÙoiw.kZ Hkwfedk fuHkkrs gSa] 58 izfr'kr
yksxksa dk ekuuk gS fd bl dk;Z esa lks'ky ehfM;k dh Hkwfedk
dqN gn rd gS] ogha 09 izfr'kr yksx dqN dg ugha ldrs gSaA
fu'd'kZr% lks'ky usVofdaZx lkbV ;qok lajk.k esa viuh
Hkwfedk fuHkkrs gSaA
v/;;u esa lfEefyr mÙkjnkrkvksa esa 52 izfr'kr dk
ekuuk gS fd lks'ky usVofdaZx lkbV ij nh xbZ lwpuk ;k
tkudkjh ls lacaf/kr ck/kkvksa dks de djrh gSa] ogha 38
izfr'kr yksaxks dk ekuuk gS fd bl izdkj dh tkudkjh
dHkh&dHkh lgh gksrh gS] tcfd 10 izfr'kr yksxksa us dgk dqN
dg ugha ldrsA fu"d"kZr% lks'ky ehfM;k lwpuk ;k tkudkjh
ls ;qokoksa dh ck/kk,a de gksrh gSA
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v/;;u esa lfEefyr mÙkjnkrkvksa esa 21 izfr'kr dk
ekuuk gS fd lks'ky usVofdaZx lkbV ij nh xbZ lwpuk ;k
tkudkjh izekf.kd gksrh gSa] ogha 68 izfr'kr yksxksa dk ekuuk gS
fd bl izdkj dh tkudkjh dHkh&dHkh lgh gksrh gS] tcfd 11
izfr'kr yksxksa us dgk dqN dg ugha ldrsA fu"d"kZr% yksxksa dk
fo'okl lks'ky ehfM;k kjk nh xbZ lwpukvksa ij dk;e gSA
v/;;u esa 'kkfey mÙkjnkrkvksa ls ,d [kqyk iz'u Hkh
iwNk x;k fd lks'ky ehfM;k vkSj ;qok fodkl ds laca/k esa
vkids D;k fopkj gaS] ftlds tokc esa fofHkUu izdkj ds er
lkeus vk;sA
vkt dk le; bUVjusV dh ekStwnxh dk gSA yksx
fdlh Hkh lwpuk dks ysdj lks'ky lkbV~l ds ek/;e ls viuh
Rofjr fVIi.kh ns jgs gaSA fdlh Hkh tkudkjh ;k lwpuk dks ;qok
rqjar lks'ky usVofdaZx lkbV~l ij lk>k djrs utj vk jgs gSaA
,sls esa lks'ky usVofdaZx lkbV~l dk Hkh nkf;Ro c<+rk tk jgk
gSA lks'ky usVofdaZx lkbV ;qokvksa ds fodkl ls lacaf/kr
¼LokLF;] f'kkk] dSfj;j] ;kstuk½ tkudkjh ds fy, csgrj
lqfo/kk iznku djrs gSaA
lks'ky ehfM;k lwpukvksa dk lkxj gS tgka ;qokvksa ds
fodkl dh ldkjkRed tkudkfj;ka gh ugha gksrh gSa] cfYd
blds vykok vU; dbZ izdkj dh lwpuk Hkh gksrh gaS] tcfd
bUVjusV ij dbZ ,slh lks'ky usVofdaZx lkbV~l gSa] tks ;qokvksa
ds fodkl ls tqM+h tkudkfj;ksa o izfrfØ;kvksa ls ySl gaSA ;gh
dkj.k gS fd ;gka ekeyk ,drjQk ugha gksrk gSA ,sls ekgkSy esa
;qok dks cgdk;k ugha tk ldrkA bl izdkj ls lks'ky ehfM;k
ds kjk ;qok T;knk tkx:d gks jgs gSaA bl rjg ls dgk tk
ldrk gS fd lks'ky ehfM;k us ;qokvksa ds fodkl gsrq ,d u;k
vkSj csgrj eap iznku fd;k gSA
lks'ky ehfM;k ds vkus ls vfHkO;fä dh Lora=krk dk
Lo:i cnyk gSA igys dh rjg vadq'k] fu;U=k.k vkSj 'krasZ vc
ugha jg xbZ gSaA vkt lks'ky ehfM;k izR;sd O;fä dh fnup;kZ
dk vax cu x;k gSA O;fä blls tqM+dj viuh izfrfØ;k] Hkko
o fopkj O;ä dj ldrs gSaA vr% lks'ky ehfM;k ds kjk
fodkl ls tqM+h lwpukvksa vkSj dk;ZØeksa dh tkudkfj;ka dks
;qokvksa rd igqapk;k tkuk pkfg,] ftlls fd ;qok viuk
fodkl csgrj <ax ls dj ldasA
fu"d"kZ lq>ko
lanHkZ%·
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tulans'k VkbEl] vad 5 tuojh 2014] ¼if=kdk , Vw tsM ykbo½ 'kh'kZd& vke vkneh dh ubZ rkdr cuk lks'ky ehfM;k] ys[kd johUnz
izrkiA
ehfM;k iFk] vad tuojh& ekpZ 2016] 'kks/k vkys[k& eqä vfHkO;fä vkSj lks'ky ehfM;k] 'kks/kkFkhZ lquhy dqekj lySMkA
'kks/k vuqla/kku lekpkj] vad fnlacj 2013] 'kks/k vkys[k& vfHkO;fä dk oSdfYid eap lks'ky ehfM;k% pqukSfr;ka ,oa laHkkouk,a] 'kks/kkFkhZ&
jke'kadjA
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42
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January - March 2017
r M.R.Patra
ADVERTISING AND MARKETING COMMUNICATION
Each century is known for somemajor landmark. 2017 refers, in history, asthe Century of Advertising. To this, let meadd 'Marketing'. Vital statistics will provethis point.
World-wide, there is an advertisingboom which continues to grow by leaps andbounds. For example, the advertisingrevenue in India alone stood at Rs. 41400crores in 2014 rose to around Rs. 50000crores in 2016.
Take another example which is heart-warming.. Top line in a 55+ edition vernacularnewspaper read as follows -- 'You are readingcountry's Credible and No. 1 newspaper.' Byany yardstick, it means a newspaper.Juxtaposed to this is the fact that the newspapercarried on a day a Full Jacket, which meansFirst & Second Page of the newspaper, as a fullpage color advertisement of a new Car. For thisFull Jacket 'ad', the Company paid Rs. 3.5crores for all editions on a single day. In simplewords, the daily is dominated by advertisingrevenue notwithstanding its top line describingit as a newspaper.
The above-mentioned advertisingboom is continuously making up with wide-spread industrialization, urbanization andmodernization -- the buzzwords of the conceptof globalization. Advertising and marketingcommunication will, therefore, occupy a prideof place in teaching and practice of thesesubjects in universities/colleges/institutionsand Industry respectively.
Those responsible for formulatingsyllabi for Advertising and Marketing inUG/PG courses in Journalism & MassCommunication have a challenging job ofchurning out quality professionals in these
fields.The book, under review, is, therefore,
timely, relevant and student and teacherfriendly. All along, students of advertising andmarketing have been depending upon booksand literature by foreign writers who,obviously, put forth information on practices intheir countries which are far different fromthose prevailing in our country.
Shri M R Patra, the writer, is entitled tokudos for having authored an exhaustive, wellresearched and well narrated 208-page volume.Professor B.K. Kuthiala, Vice Chancellor,Makhanlal Chaturvedi National University ofJournalism and Communication (MCU) hasrightly said in his Preface 'the book relates tothe present and emerging trends in India puttingthe ent i re pract ice of motivat ionalcommunication in Indian perspective.'
Shri Patra is an experienced teacher ofadvertising and public relations. He is also apractitioner and consultant in the field ofCreative Advertising Marketing strategies andmedia planning. His grip is evident as one goesthrough the book.
The book is part of the project,conceived and launched by MCU, of bringingout text books on each key sector under thewide umbrella of media activities. No other
43
January - March 2017
Review by Prof. C K Sardana (email id: [email protected].)
Book Name:
Writer-Publisher-
Price-Pages-
Advertising andMarketing Communication
M.R. PatraMakhanlal Chaturvedi
National University of Journalismand Communication, Bhopal, 2016,
Rs. 300208.
Book Review