MS7082 Global Communication and

Development

Theories of Development Communication I:

Modernization

Dr Maria Touri, [email protected]

Part 1
Key concepts and context
Communication for Development
‘The process of intervening in a systematic or strategic manner with
either media or education for the purpose of positive social change’
(McPhail, 2009, p. 3)

‘Development Communication is the sharing of knowledge aimed

at…action that takes into account the interests, needs and capacities of
all concerned...
Communication media are important tools in achieving this process,
but their use is not an aim in itself – interpersonal communication too
must play a fundamental role’ (Servaes, 2008: 14).
3
Communication for Development
‘Communication for development is the use of
communication processes, techniques and media to:
× help people plan actions for change and development
× help people acquire the knowledge and skills they need to improve
their condition and that of society
× improve the effectiveness of institutions’

(Fraser and Restrepo-Estrada, 1998: 63 in Quarry and

Ramirez, 2009: 9).
4
Communication for Development
A chameleon, embedded in international development; changing
colours to reflect the development thinking of the day (Quarry and
Ramirez, 2009).

× Development Support Communication

× Development Communication
× Communication for Human Development
× Communication for Development and Social Change (CDSC)
× Communication for Sustainable Development and Social change (CSSC)
× C4D (Unicef )
× DevCom (World Bank)
5
A theoretical ‘divide’
POST-WWII THEORY LATE 1960s ONWARDS

× Western/Northern perspective × Latin-American origin

× Focus on economic goals/large projects × Critique of earlier approaches
× ‘If only they could be like us’ × Context-specific/bottom-up
approach
Family Planning Campaigns

7
Family Planning Campaigns

8
Family Planning Campaigns
"'I stopped using family
planning because my friends
told me it is not good for my
health.'

'That is not true. The methods

we recommend for you are
safe.' Family planning
methods are safe.’"

9
10
Part 2
Modernization: the theory
 How it all started
▪ Post WWII: Establishment of government departments (USA) to
deliver aid to the ‘South’ – with the use of communication

▪ Un-development: a consequence of the static ways in which

people thought about the world, and the traditional knowledge
that they brought to their contemporary problems.

▪ Road to development: changing those beliefs and making

scientific knowledge available to them -this could be achieved
with the help of the media.
(See Sparks, 2007)
12
Modernization theory

× A model of a progressive transition from a 'traditional' to a

'modern' society.

× A theory based on the classical social theories of Karl Marx,

Émile Durkheim and Max Weber

× Emphasis on the distinction between tradition and modernity:

to be modern is to break free from ‘backward’ cultural beliefs
and embrace ‘Western ‘behaviours.
Modernization theory

Daniel Lerner Wilbur Schramm

Modernization theory

1958: Daniel Lerner’s “The Passing of Traditional Society”

× Government funded study

× Theorises how nations become ‘modern’ (i.e. ‘Western’)
× Modernization begins with urbanization
× Urbanization will bring demand for schools, democratic
institutions (voting), and consumer lifestyles (the ability to buy
things).
Modernization theory

1958: Daniel Lerner’s “The Passing of Traditional Society”

Mass Media
• Transmit/diffuse images of modern living
• Familiarize people with a range of opinions, products and
new situations
• Convey actions and models needed to allow economic gains
Modernization theory

1958: Daniel Lerner’s “The Passing of Traditional Society”

‘The media teach people participation by depicting for

them new and strange situations and familiarizing them
with a range of opinions among which they can choose…’
(Lerner, 1958: 412).
Modernization theory
1964: Wilbur Schramm (with UNESCO)’s “Mass Media and National
Development”

Traditional
approaches
Mass media
seen as
inferior
• Convey images of modern life
• Encourage political mobilization,
Modern
methods seen production and consumption
as salvation to
uplift the poor
Modernization theory
The media
× Policymakers should focus on establishing media
systems that mirror Western models
× Focus is on strengthening public service broadcasters,
developing regional press and promoting the
involvement of the market in media business
× Models that have been successful at consolidating
democracy and good governance in the West are
expected to consolidate the same in the global south.
(see Manyozo, 2012).
Part 3
Modernization: the practice
Communication & Agricultural Extension
AGRICULTURAL EXTENSION MEDIA

▪ Training and education ▪ Spread awareness and

system for farmers create interest in farming
innovations

▪ Application of new ▪ Convey advice from

scientific knowledge to successful farmers and
agricultural practice agricultural specialists

22
23
26
Modernization & Diffusion of Innovations
× Purpose: Dissemination of new ideas and information

× Goal: Behaviour change

× Formula: Knowledge/Attitudes/ Practice

× Methods: Mass Media Campaigns

27
The power of mass communication

Mass media:

▪ Great exposure and reach

▪ High speed
▪ Low cost
▪ Spreading awareness to large groups
▪ Reinforcing/repeating advice
28
Social Marketing
× Uses established advertising techniques to promote
development goals via TV, radio, newspapers, and billboards

× Relies on marketing tools: consumer research, audience

segmentation, and campaign evaluation

× Initially employed with reference to products, but was

broadened to include ideas and behaviour change
(see Andreasen, 1995; Backer et al, 1992).
29
Social Marketing and Health

30
Social Marketing and Health
Aspects of development & social change tackled by social
marketing:

Awareness and knowledge of:

× the cause of a disease
× healthy nutrition
× adoption of a medicine
× acquisition of new skills such as measuring, mixing,
and administering a correct amount of medicine 31
 Edutainment

× Combination of entertainment and educational messages to educate,

inform and encourage behaviour change to achieve development

× Used for complex health issues such as HIV/AIDS.

× Brings sensitive issues such as sexual practices in a private manner to the

people’s home (Tufte, 2005, 2007).

× Employs formative research to assess the concerns of the audience.

32
 Critiques of modernization theory
× Neo-colonial ‘imprint’
× Presupposes that “traditional” societies are unproductive and
uncreative because they have not risen to the higher level of
technological development in comparison to the Western society
× Measures the creativity of the traditional world with a few limited
standards, such as urbanization
× Top-down approach conceptualising people as ‘targets’

…to be continued