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THE book Media Dynamics: The Changing Face of Mass Communication, authored by Olanrewaju Akinfenwa, PhD was presented to the public at the premier university, the University of Ibadan, UI during the just concluded 6th Induction and Awards ceremony of the Certified Institute of Cooperatives and Social Enterprise Management, CICOSEMA.
According to Prof. Kehinde Olusegun who wrote the Foreword to the book is: “This all-important and timely book, Media Dynamics: The Changing Face of Mass Communication, is a reflection of the passion of a professional who is desirous to see a quick return to what made the practice of journalism “tick”.
“My encounter with this publication became an eye opener, especially with contents that address the compelling implications of technology on, not only the practice of journalism, but also on the security breach of personal data that have been entrusted to, especially, public institutions.
The book is a potent guide on what steps to take that mitigate the risks associated with the exposure of private data and digital assets.
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“This uncommon book, written in the public interest, is a must-read for all and sundry!
“It is significant to note that the face of media practice has changed because of the broad based offered by technology, such that it has posed a serious challenge to practitioners and regulators alike.
The extremely cheap entry into this noble profession has opened the window of unethical practices that has threatened the very existence of the “Fourth Estate” while others have seen it as a vista for personal aggrandisement. This, rather, is pathetic!
“An exposé of sorts, Media Dynamics: The Changing Face of Mass Communication, addressed roles of the Social Media and supports it provides for the traditional media to cushion effects of the very threat of extinction, especially to the print medium.”
The new order now allows the print and broadcast media to maintain their presence and still able to keep their audiences which would, otherwise, have been lost. The new currency of global connectivity and digital presence are now the panacea for sustainability and survival.
“The author, who is not a green horn in the practice of journalism, with hands-on experiences of over three decades, and still a practising journalist is armed with sufficient skills and experiences to write on the subject matter.
He has drank from the water-pot and bottle of journalistic refreshing and knows which is satisfying. This book, is therefore, recommended to fresh entrants and contemporary instructors on media practice”.
Dr. Akinfenwa said the work was an offshoot of his research work while working on his dissertation for his Doctoral Programme.
In a foursome achievement, Dr Akinfenwa who bagged a Doctor of Philosophy in Mass Communication was also elevated to the position of Registrar of the Certified Institute of Cooperatives and Social Enterprise Management, CICOSEMA, and was also elevated to the rank of a Senior Fellow.
Speaking with the press shortly after the ceremony, Dr. Akinfenwa said the book becomes imperative due to the changes the society is going through.
“Like I stated in the introduction to this work, ” This book, Media Dynamics: The Changing Face of Mass Communication, explores what Mass Communication was, what it is and the future it portends for journalism practice.
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It looks at the tools that were and the new tools that are surfacing to draw a lid on the traditional mass media. It looks at the emerging media, the social media and the ills attendant to its birth, as well as the rebirth of Mass Communication.
It raises issues of threatened ethics of the Mass Media and ways that it can be ameliorated. It points out that although Mass Communication is being redefined, there are still unchangeable constants. This, it captures under the Practical Journalism. From the past, it explains news writing and its parts, encapsulating the news sources, headline casting and news story writing.
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