UNIVERSITY INSTITUTE OF MEDIA

STUDIES
DEVELOPMENT COMMUNICATION
PREPARED BY: DR. KAMALJEET KAUR

Paradigm of Development communication

DISCOVER . LEARN . EMPOWER
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 Lecture Objectives
1 To understand about the various paradigm of development
communication

2 To be aware about the roles & responsibilities paradigms in

society

Lecture outcomes
LO ELEMENTS Level
Number
LO1 Students will identify various paradigm in society  Apply
LO2 Students will get to know about importance of paradigm in
development communication Analys
e Paradigms of Development
  h

https://images.app.goo.gl/DqK3HcXdcDhzU2
oy8 2
Paradigm of Development communication
• Since the popularization of
Economic Growth paradigm in
1950s, Hamid Mowlana (2000)
noted three categorical approaches
of dominated the development
communication paradigm.
• The cause and effect relationship.
• The second cost benefit analysis
• The third as infrastructural analysis.

https://images.app.goo.gl/YypWkMK2ofKhJ1X47
Paradigm of Development communication
• Since the popularization of
Economic Growth paradigm in
1950s, Hamid Mowlana (2000)
noted three categorical approaches
of dominated the development
communication paradigm.
• The cause and effect relationship.
• The second cost benefit analysis
• The third as infrastructural analysis.

https://images.app.goo.gl/YypWkMK2ofKhJ1X47
Paradigm of Development communication
• Since the popularization of
Economic Growth paradigm in
1950s, Hamid Mowlana (2000)
noted three categorical approaches
of dominated the development
communication paradigm.
• The cause and effect relationship.
• The second cost benefit analysis
• The third as infrastructural analysis.

https://images.app.goo.gl/YypWkMK2ofKhJ1X47
Modernization Paradigm
• This as one of the leading concept in development communication
explains gradual movement from a traditional or local society to a
conceivable modern/globally adapting way of life.
• During 1950s and 1960s, modernisation was one of the approaches to
development, nation building (Mowlana, 2000).
• Jan Servaes and Patchanee Malikhao explains that the United States
of America was defining development and social change as the replica
of its own political-economic system and opening the way for the
transnational corporation
Dependency Paradigm
• Before the attainment of independence in most countries of the
world, there exist a preindependence structure conceptualised as
“dependency”.
• The idea of independency emphasise a condition of one entity
(inferior) being subjected or at the mercy of another entity (superior).
• The dependency theory first emerged in the 1970s, when Paul
Prebrisch research found that the wealth of poor nations tended to
decrease when the wealth of the rich increased

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Multiplicity Paradigm
• The multiplicity is according to various scholarly works, approach and
interpretation.
• Considered a number of qualitative literatures that has taken us
through the nooks and crannies of development communication and
the dominant paradigm of development.
• The concept of development, the route and accomplishing
development means different things to different people or school of
thought.
• Similarly, the approaches varies from one school of thought to
another
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 BOOKs & REFERENCES
Text Books:-Nibedita Phukan , Development Communication: 

Online References
ParadigmShiftsinDevelopmentCommunication.pdf

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 Assessment Pattern
• Internal Examination
• External Examination
• Assignments
• Quiz
• Tutorial
• Surprise Test

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Summary
• Paradigm of development communication
• Importance of paradigm in development.

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THANK YOU

For queries
E-mail ID:- kamaljeet.e7384@cumail.in

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