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THEORIES IN THE TRADITION OF THE DOMINANT PARADIGM

Summary

Family Tree of Theories, Methodologies & Strategies in Development Communication: Convergences & Differences



THEORIES IN THE TRADITION OF THE DOMINANT PARADIGM


In the early 1970s, modernization theory was the dominant paradigm of development communication. The climate of enthusiasm and "missionary zeal," as Wilbur Schramm (1997) described it, that had existed a decade earlier had notably receded but the notion that the diffusion of information and innovations could solve problems of underdevelopment prevailed.


a. Social marketing

b. Entertainment-education


keywords: change theories

social change



Placed on the Communication Initiative site August 30 2001
Last Updated August 30 2001

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