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
Diffusion
Given by Everett M Rogers diffusion of
Magic Multiplier
by Wilbur Schramm