A Multidimensional Approach to Mass Communication for the Social Upliftment of Humanity A Case Study of Shri Guru Granth Sahib

Abstract

This research study tries to establish the Importance and Relevance of the messages communicated in Shri Guru Granth Sahib Ji, the religious book and the ultimate, sovereign and eternal living Guru for Sikhs and for the entire humanity, irrespective of cast, creed, gender, religion, occupation, or monetary condition in the past , today and in the years to come. newlineThe study attempts to identify those messages of Shri Guru Granth Sahib Ji which target the social evils and the side effects of globalization long before, these effects surfaced. The study aims to find the relevance of these messages in today s world and direct a way of life devoid of hypocrisy and irrational customs of the society which create an inflexible divide amongst the humans, in the years to come. newlineThis study furthermore tries to identify the role played by the messages of Shri Guru Granth Sahib Ji in binding the different strata of society in one thread of Universality of One God, since Fourteenth Century when the Socio-Religious and Political conditions of India were instable and under foreign influences. newlineIn addition, this research study also tries to identify the proficiency of New Media and Multi Media; various new methods of educating the masses and the Conventional Mass Media in disseminating the messages communicated in Shri Guru Granth Sahib Ji in the entire world and make the world a better place to live in. newlineIn brief, the study attempts to identify, firstly, the structured approach towards Mass Communication applied in the messages of Shri Guru Granth Sahib Ji, since fourteenth Century in the absence of other forms of Mass Media. newlineSecondly, to establish the significance of the messages of Shri Guru Granth Sahib for the entire humanity that principally targets the social evils of the society and provides guidelines to bind the entire social strata in to one thread of rightfulness. newlineThirdly, to revisit the Social Responsibility Role of Mass Media and how Mass media organizations can make a phenomenal attempt by establishing a Hidden newlineix newlineAgenda of inte