The Dominant Paradigm of

Development Communication

The Modernization Story

The UN and its associated agencies like

WHO, UNICEF, UNESCO & UNDP, the

IMF and the World Bank came forward to
help the newly independent countries of
Asia, Africa, Latin America.
Notion of modern nation prescribed by
West.

What is the dominant paradigm?

Modernization theories propounded by

Lerner and others.

Grew out of colonial experience in Latin
America, Africa and Asia as well as
capitalistic philosophy of economics and
politics.
Aimed at raising standard of living by
alleviating poverty while improving the
economy

Essential features of dominant

paradigm (Schramm)
Industry is the prime mover of economy, so major

investment must go to industry.

Modern society needs more specialists than generalists
in each field.
Public education needed to raise public participation in
government.
Healthcare and family planning needed to raise wellbeing of the population.
Industry profit can be siphoned to agricultural sector
Dissemination of information through mass media
important to increase rapid development

Mass media and dominant

paradigm
Mass media direct and powerful force to

disseminate information and innovations.

Communication perceived as one-way
transmission to public, hence mass media
effective tools.
Well developed media infrastructure
implied national development

Critique of the dominant

paradigm
More indirect than direct effects.
Barriers of traditionalism, widespread poverty,

illiteracy, over-population
Lack of well co-coordinated institutional
mechanisms to pass on fruits of economic growth
to disadvantaged sections.
Redtapism, inefficiency and corruption.
Industrialization resulted in reduction of labor,
increased unemployment, rural migration to urban
areas.

Decline of dominant paradigm

Defining development in terms of GNP, per

capita income etc

Capital Intensive technology in capital-poor
nations
Neglecting labor-intensive strategies
Focusing on internal constraints only and
not the external factors
Supporting top-down approach to
development

New Concerns
Overall change of social structure pre-

requisite for development.

Communication cannot make development

possible by itself.

Knowledge Gap Hypothesis

Mass media can reinforce existing

inequalities between the advantaged and

disadvantaged sections of the society.
Relative difference in their knowledge

level.

As per Wilbur Schramm

Mass media have proved in many,

many countries to be a necessary

but not a sufficient condition for
development.