What is the role of communication in Development?

AKA: How can Media help in Development

To Inform

significant events, changes, dangers, opportunities in their community and outside

To provide a forum for discussions and debates

To impart ideas, skills, aptitude

Create and maintain a state of consenus

Three Approaches Media Can Take

Create Empathy

According to D Lerner development failed because peasants could not ‘imagine’ their new roles and so remained fatalistic Change in society must originate in the hearts of the people

People must be shown a


Given by Everett M Rogers diffusion of

Magic Multiplier

by Wilbur Schramm