Development Communication Theory
The underlying fact behind the genesis of this theory was that there can be no development without communication. Under the four classical theories, capitalism was legitimized, but under the Development communication theory, or Development Support Communication as it is otherwise called, the media undertook the role of carrying out positive developmental programmes, accepting restrictions and instructions from the State. The media subordinated themselves to political, economic, social and cultural needs. Hence the stress on "development communication" and "development journalism". There was tacit support from the UNESCO for this theory. The weakness of this theory is that "development" is often equated with government propaganda.
Democratization/Democratic Participant Media Theory
This theory vehemently opposes the commercialization of modern media and its top-down non-participant character. The need for access and right to communicate is stressed. Bureaucratic control of media is decried.
2) MAGIC BULLET/ HYPODERMIC NEEDLE/ STIMULUS RESPONSE THEORY
Before the first World War, there was no separate field of study on Communication, but knowledge about mass communication was accumulating. An outcome of World War I propaganda efforts, the Magic Bullet or Hypodermic Needle Theory came into existence. It propounded the view that the mass media had a powerful influence on the mass audience and could deliberately alter or control peoples' behaviour.
Klapper (1960) formulated several generalizations on the effects of mass media. His research findings are as follows: "Mass-media ordinarily does not serve as a necessary and sufficient cause of audience effect, but rather functions through a nexus of mediating factors and influences. These mediating factors render mass-communication as a contributory agent in a process of reinforcing the existing conditions."
The main mediating factors which he considers responsible for the functions and effects of mass communications are
- selective exposure i.e., people's tendency to expose themselves to those mass communications which are in agreement with their attitudes and interests; and
- selective perception and retention i.e., people's inclination to organize the meaning of mass communication messages into accord with their already existing views.
http://www.peoi.org/Courses/Coursesen/mass/fram2.html
The underlying fact behind the genesis of this theory was that there can be no development without communication. Under the four classical theories, capitalism was legitimized, but under the Development communication theory, or Development Support Communication as it is otherwise called, the media undertook the role of carrying out positive developmental programmes, accepting restrictions and instructions from the State. The media subordinated themselves to political, economic, social and cultural needs. Hence the stress on "development communication" and "development journalism". There was tacit support from the UNESCO for this theory. The weakness of this theory is that "development" is often equated with government propaganda.
Democratization/Democratic Participant Media Theory
This theory vehemently opposes the commercialization of modern media and its top-down non-participant character. The need for access and right to communicate is stressed. Bureaucratic control of media is decried.
2) MAGIC BULLET/ HYPODERMIC NEEDLE/ STIMULUS RESPONSE THEORY
Before the first World War, there was no separate field of study on Communication, but knowledge about mass communication was accumulating. An outcome of World War I propaganda efforts, the Magic Bullet or Hypodermic Needle Theory came into existence. It propounded the view that the mass media had a powerful influence on the mass audience and could deliberately alter or control peoples' behaviour.
Klapper (1960) formulated several generalizations on the effects of mass media. His research findings are as follows: "Mass-media ordinarily does not serve as a necessary and sufficient cause of audience effect, but rather functions through a nexus of mediating factors and influences. These mediating factors render mass-communication as a contributory agent in a process of reinforcing the existing conditions."
The main mediating factors which he considers responsible for the functions and effects of mass communications are
- selective exposure i.e., people's tendency to expose themselves to those mass communications which are in agreement with their attitudes and interests; and
- selective perception and retention i.e., people's inclination to organize the meaning of mass communication messages into accord with their already existing views.
http://www.peoi.org/Courses/Coursesen/mass/fram2.html