Mass communication is the dissemination of information and news through mass media on a large scale, delivered to a large audience. This involves the exchange of information through magazine, newspaper, radio, film, Internet and television. Mass communication is concerned with the study of the audience's response to the content and how it affects their attitude, opinion and behavior. Such studies are guided by various qualitative and quantitative methods such as surveys, content analysis, cause-effect relationship analysis in communication and ethnography. The book aims to shed light on some of the unexplored aspects of mass communication. Most of the topics introduced herein cover the vital theories and applications of mass communication. This textbook, with its detailed analyses and data, will prove immensely beneficial to professionals and students involved in this area at various levels.