• ISBN13: 9789352807864
• Binding: Paperback
• Subject: Sociology and Anthropology
• Publisher: Sage Publications
• Publisher Imprint: Sage Bhasha
• Publication Date: September 16, 2018
• Pages: 200
• Original Price: INR 445.0
• Language: Marathi
• Edition: N/A
• Item Weight: 264 grams
• BISAC Subject(s): Communication Studies

This is the first analysis of Gandhi's dressing style in terms of communication theory and an exploration of the subliminal messages that were subtly communicated to a large audience. Peter Gonsalves chooses three famous theorists from the field of communication studies and looks at Gandhi through the lens of each one, to give us a fascinating and new insight into one of the most famous men from South Asia.

The author first prepares the ground for the theoretical investigation by exploring the breadth of Gandhi's communication skills. He provides essential information on a wide range of Gandhi's communication skills, with a view to proposing interesting areas of research for communication scholars.

The book deals with the qualitative and quantitative aspects of Gandhi's verbal output, his linguistic capacity, his journalistic and letter-writing style, his peace communication in an atmosphere of conflict, his organizational ability and the international repercussions of his mass mediated messages. It also elaborates the different types of non-verbal communication he used, such as silence, fasting, clothing, personal presence and charisma. The book closes with, perhaps for the first time, a Gandhian approach to symbolisation for socio-political change.Photographs of Gandhi in different phases of his life have been used to provide a visual chronology of sartorial change and emphasise the arguments in the book.

Gonsalves, Peter: -

Peter Gonsalves, PhD, currently teaches the Sciences of Social Communication at Salesian Pontifical University, Rome.

He began his career in media as a community worker for rural development at the Bosco Gramin Vikas Kendra, Ahmednagar. He founded Tej-prasarini, Mumbai, a multimedia production centre to raise awareness of the urgency of life-based education in South Asia. He promoted a series of teacher-training manuals called 'Quality Life Education', the first of which was his own work: Exercises in Media Education (1994). Using this, he conducted no less than 40 all-India courses on media education for schoolteachers, social workers and youth facilitators form diverse ethnic, cultural and religious backgrounds.

Dr Gonsalves is a member of the Salesians of Don Bosco, an international society dedicated to the holistic development of young people. He coordinated its first five-language web portal at its headquarters in Rome. He was also president of INTERSIG, the international wing of SIGNIS, a world association of communicators for a culture of peace.