Synopsis Recent trends and future prospects provides an indepth analysis of mass communication in terms of its present problems and future chances. An introductory overview on the said subject is given in this book. Various tools and techniques of effective communication are discussed briefly. A case study of India's traditional media and its impact on effective communication is presented. Scope of specialized communication as a part of media management is dealt at considerable length. The need for mass communication research has been assessed critically, the method of developing an educational communication unit has been outlined. This book also provides readers with a developing country's perspective on contemporary mass communication scenario in this modern world. The requirements for just achieving a information and communication order at a global level, has been identified. The roles and responsibilities of parliamentary assembly and council of Europe and their declaration on mass communication are presented.