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

·

·

r

r

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

36

January - March 2017

37

®…“b˜™…… ®…“®……∆∫……


;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&

·

·

·

·

'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\

38

®…“b˜™…… ®…“®……∆∫……


39


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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\

38


39

®…“b˜™…… ®…“®……∆∫……


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\

40

®…“b˜™…… ®…“®……∆∫……


41


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

40


41

®…“b˜™…… ®…“®……∆∫……


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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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


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

lks'ky ehfm;k vksj ;qok fodkl - makhanlal chaturvedi ... · ®…“ b˜™… ... kls...

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