Abstract: Bengali almanac is one of
the oldest routes of Indian Mass Communication System. From the very beginning
to mid of twentieth century Bengali almanacs served multidimensional
information to communicate the society about different issues at the right time
through the medium of 'Advertisement'. In this connection one thing should be
mentioned clearly that it is purely competitive attitude of the publishers of
almanac which prompted them to start incorporating information on different
fields under the caption ‘Advertisement’ in their publication. There is hardly
any doubt that the only motive behind such activities of the publishers of
almanac was to make profit by maximizing sales. Even in the era of technology
we cannot simply afford to ignore the relevance of various information which
were provided in the Bengali almanacs in different times on different fields
because all these information played an important role for the socio-economic
development of the country. The promotional role of advertisement in Bengali
almanacs has, however, never overtaken its other important role, namely, the role
of information provider. But unfortunately the importance of advertisements in
Bengali almanacs in respect of Indian Mass Communication System has remained
unexplored.
This lecture was delivered in the 2nd Annual
International Conference on Journalism & Mass Communication (JMComm 2013)
which was held in Phuket, Thailand on 28-29 October, 2013. The interested readers can go
through the article on line through www.globalSFT.org/ www. Jmcomm.org
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