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Paradigms of Development Communication2

The document discusses the paradigm of modernization as development communication. It defines modernization as the evolutionary transition from a traditional to modern society through urbanization and industrialization. The basic idea of modernization theory is that people can develop and change their own society. Media plays a role in modernization by introducing innovations, motivating individuals and society to adopt changes through the five steps of the adoption process (knowledge, persuasion, decision, implementation, confirmation), while not damaging religious, social or ethical norms.

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Shujauddin Qureshi
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46 views

Paradigms of Development Communication2

The document discusses the paradigm of modernization as development communication. It defines modernization as the evolutionary transition from a traditional to modern society through urbanization and industrialization. The basic idea of modernization theory is that people can develop and change their own society. Media plays a role in modernization by introducing innovations, motivating individuals and society to adopt changes through the five steps of the adoption process (knowledge, persuasion, decision, implementation, confirmation), while not damaging religious, social or ethical norms.

Uploaded by

Shujauddin Qureshi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Topic 2

Paradigms of Development Communication

1. Modernization

Academic Definitions of Modernization Evolutionary Transition from a Pre-modern' or Traditional' to a 'modern' society or Modernization is the processes of Urbanization and Industrialization
(https://en.wikipedia.org/wiki/Modernization )

or

The transformation from a Traditional, Rural, Agrarian Society to a Secular, Urban, Industrial Society.
(http://www.britannica.com/EBchecked/topic/387301/modernization)

General and Simple Definitions of Modernization

To make modern in appearance, style, or character; update or To accept or adopt modern ways, ideas, or style.
(http://www.thefreedictionary.com/modernization)

BASIC IDEA AND THEORY OF MODERANIZATION

People themselves could Develop and Change their Society

5 Steps of Adoption

Knowledge Persuasion Decision (Reject / Accept) Implementation Confirmation

MEDIA & MODERANIZATION

Introducing the Innovations Highlighting its features from different angles To Activate the listener , viewers and readers To Motivate the people for Optional adoption To Motivate the Society for Collective adoption To Motivate the Decision Makers for Authority adoption

Keep Surveillance with responsibility Does not damage the a) Religious Ideology b) Constitutional Frame Work c) Society Norms d) Ethical Values f) Fundamental Rights

THANKS

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