ISSN No. : 0974-5521 ims Journal of Mass Communication a bi-annual Journal Institute of Management Studies Dehradun Volume 9 : Issue 2. Deceber 2011 Listed in Ulrich's International Periodicals Directory, USA Research Papers/Articles The Effect of Web Advertising on Online News: The Audience Perception Dr. Mahendra Kumar Padhy Problems of Rural Women to Access The Mass Media Archna Katoch, Vir Bala Aggarwal Films of Gulzar: Sources, Narrative Structure, Technique and Use of Language Harjeet Singh Jago Grahak Jago Ad Campaign : A Study on Hisar and Jind Sandeep Kumar, Dr. Manoj Dayal Impact of New Media on Teenagers Dr. Durgesh Tripathi, Gitika Khurana Coverage of Copenhagen Summit (2009) : A Comparative Analysis of The Two National Dailies-The Times of India and The Hindu Saad Ullahkhan Interactive Media and Social Crossover: An Indian Riddle Dr Silajit Guha New World Information and Communication Order: A Status Report Dr. Sudhanshu Jayaswal Video Editing : A Visual Art and Technique Deepak Uniyal Pragyaan : Journal of Mass Communication Panel of Referees Volume 9 : Issue 2. December 2011 Dr. Manoj Dayal Prof. & Dean Patron Shri Amit Agarwal Faculty of Media Studies Secrectary Guru Jambheshwar University of Science & IMS Society, Dehradun Technology Hissar Chief Editor Dr. Pawan K Aggarwal Prof. R.C. Tripathi Director Deptt. of Journalism and Mass Communication IMS, Dehradun University of Lucknow Editor Prof. Dhiraj Shukla Dr. Vir Bala Aggarwal Assistant Professor Professor & Chairperson IMS, Dehradun Department of Journalism & Mass Communication Sub Editor Ms Nitasha Sodhi Himachal Pradesh University, Summer Hill, Senior Lecturer Shimla IMS, Dehradun Dr. M. Shafey Kidwai Editorial Advisory Board Prof. Devesh Kishore Chairman Professor Emeritus, Journalism & Communication Research Department of Mass Communication Makhanlal Chaturvedi Rashtriya Patrakarita Evam Sanchar Vishwavidyalaya, Aligarh Muslim University Noida Campus, Noida - 201 301 Aligarh, U.P. Shree Sanjay Kumar Jha Dr. K V Nagaraj Correspondent Professor & HOD Sahara Times Deptt. of Mass Communication Noida Assam University, Assam Shree Vikram Jalota Prof. Ram Mohan Pathak Chief Bureau MMMH Patrakarita Sansthan Punjab Kesari MGK Vidyapith University, Varanasi Jalandhar Dr. Anil Kumar Upadhayay Head, Deptt. Of Journalism & Mass Communication MGK Vidyapith University, Varanasi Dr. Gurmeet Maan Head, Deptt. Of Journalism & Mass Communication Punjabi University, Patiala Copyright @ 2010 Institute of Management Studies, Dehradun. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission. Application for permission for other use of copyright material including permission to reproduce extracts in other published works shall be made to the publishers. Full acknowledgment of author, publishers and source must be given. The Editorial Board invites original, unpublished contributions in the form of articles, case studies, research papers, and book reviews. The views expressed in the articles are those of the contributors and not necessarily of the Editorial Board or the Institute. Although every care has been taken to avoid errors or omissions, this publication is being sold on the condition and understanding that information given in this journal is merely for reference and must not be taken as having authority of or binding in any way on the authors, editors, publishers and sellers who do not owe any responsibility for any damage or loss to any person, a purchaser of this publication or not, for the result of any action taken on the basis of this work. All disputes are subject to Dehradun jurisdiction only. Pragyaan : Journal of Mass Communication Panel of Referees Volume 9 : Issue 2. December 2011 Dr. Manoj Dayal Prof. & Dean Patron Shri Amit Agarwal Faculty of Media Studies Secrectary Guru Jambheshwar University of Science & IMS Society, Dehradun Technology Hissar Chief Editor Dr. Pawan K Aggarwal Prof. R.C. Tripathi Director Deptt. of Journalism and Mass Communication IMS, Dehradun University of Lucknow Editor Prof. Dhiraj Shukla Dr. Vir Bala Aggarwal Assistant Professor Professor & Chairperson IMS, Dehradun Department of Journalism & Mass Communication Sub Editor Ms Nitasha Sodhi Himachal Pradesh University, Summer Hill, Senior Lecturer Shimla IMS, Dehradun Dr. M. Shafey Kidwai Editorial Advisory Board Prof. Devesh Kishore Chairman Professor Emeritus, Journalism & Communication Research Department of Mass Communication Makhanlal Chaturvedi Rashtriya Patrakarita Evam Sanchar Vishwavidyalaya, Aligarh Muslim University Noida Campus, Noida - 201 301 Aligarh, U.P. Shree Sanjay Kumar Jha Dr. K V Nagaraj Correspondent Professor & HOD Sahara Times Deptt. of Mass Communication Noida Assam University, Assam Shree Vikram Jalota Prof. Ram Mohan Pathak Chief Bureau MMMH Patrakarita Sansthan Punjab Kesari MGK Vidyapith University, Varanasi Jalandhar Dr. Anil Kumar Upadhayay Head, Deptt. Of Journalism & Mass Communication MGK Vidyapith University, Varanasi Dr. Gurmeet Maan Head, Deptt. Of Journalism & Mass Communication Punjabi University, Patiala Copyright @ 2010 Institute of Management Studies, Dehradun. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission. Application for permission for other use of copyright material including permission to reproduce extracts in other published works shall be made to the publishers. Full acknowledgment of author, publishers and source must be given. The Editorial Board invites original, unpublished contributions in the form of articles, case studies, research papers, and book reviews. The views expressed in the articles are those of the contributors and not necessarily of the Editorial Board or the Institute. Although every care has been taken to avoid errors or omissions, this publication is being sold on the condition and understanding that information given in this journal is merely for reference and must not be taken as having authority of or binding in any way on the authors, editors, publishers and sellers who do not owe any responsibility for any damage or loss to any person, a purchaser of this publication or not, for the result of any action taken on the basis of this work. All disputes are subject to Dehradun jurisdiction only. From the Chief Editor Pragyaan : Journal of Mass Communication We draw immense pleasure in presenting December 2011 issue of our research journal - Pragyaan: Journal of Volume 9 : Issue 2. December 2011 Mass Communication.It continues to gain appreciation and accolades as it provides a platform that stimulates and guides the intellectual quest of Mass Communication scholars. Our Journal has attained three major land marks viz., CONTENTS Award of ISSN No. 0974-5521 for our publication from NISCAIR, New Delhi. Research Papers/Articles Listing with prestigious Ulrich's International Periodicals Directory, USA. Empanelment of external referees comprising eminent scholars We would like to extend a very warm welcome to the readership of Pragyaan: Journal of Mass The Effect of Web Advertising on Online News: The Audience Perception 1 Communication. It aims at dissemination of high quality research in Mass Communication that should help to Dr. Mahendra Kumar Padhy address the challenges of the 21st century. The Journal strives to seek ways to harness the power of Communication to meet the real world challenges, and to provide substance for making informed judgments on Problems of Rural Women to Access The Mass Media 7 important matters. The articles published in this issue of Pragyaan: Journal of Mass Communication focus on Archna Katoch, Vir Bala Aggarwal Imapct of New Media, Effects of Web Advertising on Online News, Rural Women and Mass Media, Print Media Films of Gulzar: Sources, Narrative Structure, Technique and Use of Language 13 analysis, Impact of Advertisitng Campaign, Interactive Media and Social Crossover, Film Styles and Video Harjeet Singh editing. Jago Grahak Jago Ad Campaign : A Study on Hisar and Jind 29 We would like to express our gratitude to our valued contributors for their scholarly contributions to the Sandeep Kumar, Dr. Manoj Dayal Journal. Appreciation is due to the Editorial Advisory Board, the Panel of Referees and the Management of the Impact of New Media on Teenagers 35 Institute for their constant guidance and support. Thanks are also due to Prof. Dhiraj Shukla who diligently Dr. Durgesh Tripathi, Gitika Khurana prepared the manuscript for the press and faculties of Mass Communication including Ms. Nitasha Sodhi who provided the necessary editorial support that resulted in enhanced reader friendliness of various articles. We are Coverage of Copenhagen Summit (2009) : A Comparative Analysis of The Two 40 National Dailies-The Times of India andThe Hindu extremely thankful to all of them. We are also thankful to those who facilitated quality printing of this Journal. Saad Ullahkhan We continue our endeavour to harness intellectual capital of our scholars and practitioners of Mass Interactive Media and Social Crossover: An Indian Riddle 50 Communication who bring to our readers their value additions. We do our best to oversee a review and decision- Dr Silajit Guha making process in which we invite appropriate individuals to review each paper and encourage them to provide timely, thoughtful, constructive, and diplomatic