{ "item_title" : "Understanding Media and Mass Communication", "item_author" : [" Timothy Atkinson "], "item_description" : "The diverse range of media technologies that reach a large audience through mass communication are referred to as mass media. Mass communication refers to the process of spreading information to a wide range of people through the use of mass media. This communication takes place through various technologies and methods. Mass media are broadly classified into broadcast media, digital media, internet media, etc. Broadcast media transfer information electronically by media such as films, radio and television. Digital media refers to the media which is encoded in a machine readable format, and includes mobile mass communication. Email, social media sites and websites fall under internet media. This textbook is compiled in such a manner, that it will provide in-depth knowledge about the theory and practice of mass media and communication. While understanding the long-term perspectives of the topics, it makes an effort in highlighting their impact as a modern tool for the growth of the field. This book will provide comprehensive knowledge to the readers.", "item_img_path" : "https://covers2.booksamillion.com/covers/bam/1/64/172/435/1641724358_b.jpg", "price_data" : { "retail_price" : "140.00", "online_price" : "140.00", "our_price" : "140.00", "club_price" : "140.00", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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