This book provides a fresh perspective on the importance of the Hindi media in India's political, social and economic transformation with evidence from the countryside and the cities. Accessed by more than 40 per cent of the public, it continues to play an important role in building political awareness and mobilising public opinion. Instead of viewing the media as a singular entity, this book highlights its diversity and complexity to understand the changing dynamics of political communication shaped by the interactions between the news media, political parties and the public, and how various media forms are being used in a rapidly transforming environment. It also looks at the transformations occurring in the countryside and small towns, away from the glare of the Delhi TV studios. There is commercialisation and infotainment, along with a concern for the poor and the marginalised in the Hindi media-mediated democratic transformation, which is defined here as mobilisation for electoral politics and civil society activism. The book offers insights into how print, television, and digital media work together with, rather than in isolation from, one another to grasp the complexities of the emerging hybrid media environment and the future of mobilisation.
Cambridge, United Kingdom :
Cambridge University Press,
Includes bibliographical references (pages -223) and index.