Jeremiah,
You have bought into modernization theory, i.e. problems of
development are basically rooted in lack of knowledge and consequently,
interventions needed to provide people with information to change behavior.
Based on this diagnosis, development communication proposes that changes in ideas will result in transformations in behavior. The underlying premise, originating in classic sociological
theories, isthat there is a necessary fitness between a “modern” culture and economic
and political development. The low rate of agricultural output, the high rate of fertility
and mortality, or the low rates of literacy found in the underdeveloped world are
explained by the persistence of traditional values and attitudes that prevent
modernization. The goal is, therefore, to instill modern values and information through
the transfer of media technology and the adoption of innovations and culture originating in
the developed world.
I can send you the paper if you like.
FAMILY TREE OF THEORIES, METHODOLOGIES AND STRATEGIES IN DEVELOPMENT COMMUNICATION Silvio Waisbord, PhD, THe Rockefeller Foundation
Jeremiah,
You have bought into modernization theory, i.e. problems of
development are basically rooted in lack of knowledge and consequently,
interventions needed to provide people with information to change behavior.
Based on this diagnosis, development communication proposes that changes in ideas will result in transformations in behavior. The underlying premise, originating in classic sociological
theories, isthat there is a necessary fitness between a “modern” culture and economic
and political development. The low rate of agricultural output, the high rate of fertility
and mortality, or the low rates of literacy found in the underdeveloped world are
explained by the persistence of traditional values and attitudes that prevent
modernization. The goal is, therefore, to instill modern values and information through
the transfer of media technology and the adoption of innovations and culture originating in
the developed world.
I can send you the paper if you like.
FAMILY TREE OF THEORIES, METHODOLOGIES AND STRATEGIES IN DEVELOPMENT COMMUNICATION Silvio Waisbord, PhD, THe Rockefeller Foundation