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| Wednesday, 21 January 2004 |
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A comprehensive treatise on mass communication Manawa Sannivedanaya by E.M.G. Edirisinghe Dr. Nandana Karuna nayake has contributed several works on mass communication and media policy, each of which is structurally and dimensionally exceptional whether in English or Sinhala. Once again he has come out with a very comprehensive work on mass communication, his latest to reach the book stalls. Not only enriched, theoretically and factually by extensive reference to most modern principles of mass communication conceptualised mostly in the West, it is also an erudite interpretation of the whole concept of communication perceived from several angels of vision. It is an exhaustive study on the subject that should serve as a book of reference to both students as well as professionals. There is no mien in mass communication that he has not touched in this volume. Its relevance is in a wide spectrum, and analysis is in penetrative depth. The reader will find this work exhaustive to the point that it is the most up-to-date treatise on the subject of mass communication. Definitions, perceptions, codes of ethics and listening are covered extensively so that the reader would hardly need to look elsewhere for any more material on the area of one's studies. A jewel of a discovery in his research is what the Buddha preached on communication some 25 centuries back. The writer finds the Buddha the first and the greatest communicator in history. We look forward to the East and West for theories on mass communication when we find the basics of communication in the teachings of the Buddha the soul of our moral and spiritual life. According to the Lohichcha Sutta the Buddha has identified four aspects upon which the reliability or commendability of the communicator rests. They are 'the message must be meaningful, it must be a comprehensive communication, the receiver must realise the truth as truth and finally the receiver must lead himself to tranquility. More material in greater detail is to be found in some discourses in Majjima Nikaya and Digha Nikaya as well. Art and the artist is inseparably and deeply linked to communication. A work of art whether literature, cinema or drama, it is essentially a medium of communication the failure at which makes it hollow and worthless. The writer with a view to elucidate a point describes that the word 'love' for example, is associated with several dozens of connotations. Its numerous meanings however, is rooted to one basic sense 'greed'. Love is a derivative from the Sanscrit word lobha - lubo (Gothic) - lubh (German) - Love (English). However, a communicator should be sound on both denotations and the multiple connotations attendant on a particular word for effective communication. Contents in every chapter in the volume is subdivided under several sub-headings making it easier for the reader to comprehend every aspect of the main topic in detail. For example, the chapter on What is Communication is divided into over 75 sub-heads making it simpler to read, understand and digest the contents. Unless a writer is thorough and learned in the subject, multiple detailed contributions and analytical treatment with clear explanations, is not possible. His treatise is comprehensive in all aspects. His work is enriched with quotations and references from the latest works on the subject published in the West where most of the research is carried out, which then spreads its influence into the rest of the world. Lavishly infused contents in the book could be comfortably grasped by any student of mass media and communication. The writer has given adequate attention even to minor details. For instance, 'feedback' which he had made interesting reading compels every mediaman to take serious cognisance of. Among several reasons what makes the receiver to fail to profit from a satisfactory communication are, his inability to understand the language of the communicator, non-acceptance of what is communicated to him and the receiver's failure to analyse the contents in the message. These are a few of the significant characteristics identified by the author. What is the responsibility of communication? In answer, quoting authorities he says that information, correlation, continuity, entertainment and mobilization are the key areas of responsibility. In addition, he describes the fundamentals of communication from which no communicator could deviate and be a successful communicator. Definition of what is communication according to one of the earliest is "It is the mechanism through which human relations exist and develop all the symbols of the mind together with the means of conveying them through space and preserving them in time (1909). And, according to one of the recent definitions "It is the exchange and sharing of information, attitudes, ideas or emotions" (1999). Finally Nandana has laid down the right emphasis on the codes of ethics and value judgements applicable to mass communication. Its importance on broadcast and narrowcast media too, is stressed. Very often diagrams, graphs and pictures have been used to illustrate a fact or to elucidate a point so that it would facilitate the reader to understand the written word. A timely treatise at a time when the duties and responsibilities cast on communication and media organizations is widely discussed and assessed at various forums as to specify the role of the private media as well as the state media. Dr. Nandana Karunanayake's publication is extremely useful either as a hand-book or a book of reference to all those who have an interest in mass communication. **** Back **** |
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