CRITIQUES OF THE DOMINANT PARADIGM

Beginning in the late 1960s, the field of development communication split in two broad approaches: one that revised but largely continued the premises and goals of modernization and diffusion theories, and another that has championed a participatory view of communication in contrast to information- and behavior-centered theories. Both approaches have dominated the field. Although in recent years there have been attempts to incorporate insights from both traditions, no comprehensive view has evolved (Servaes 1996). Integrative attempts are analyzed in the last section of this report.

a. Dependancy Theory

b. Participatory theories and approaches

c. Media advocacy

d. Social mobilization

keywords: change theories

social change