The passing of the Dominant Paradigm
In this paper an attempt is made to contribute towards a better understanding regarding the role and application of mass media (TV) with reference to developmental efforts. A theoretical and explorative overview will be posed deal Ing with three interlocking areas: 1. A retrospective analysis and d...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-11-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2044 |
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| author | Gideon de Wet |
| author_facet | Gideon de Wet |
| author_sort | Gideon de Wet |
| collection | DOAJ |
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In this paper an attempt is made to contribute towards a better understanding regarding the role and application of mass media (TV) with reference to developmental efforts. A theoretical and explorative overview will be posed deal Ing with three interlocking areas: 1. A retrospective analysis and discus sion of Rogers' (1976) article on "Communication and Development: The Passing of the Dominant Paradigm." An attempt is made, in an Integrated fashion, to analy, the Im plications of Rogers' (1976) declara tion that the dominant paradigm has passed. 2. Secondly, and as a result of serious methodological questions regarding the analysis and Interpretion of developmental communication ef forts, an attempt is made to pose theoretical considerations which can lead to the structuring of an alter native developmental approach with reference to rural development. 3. The third area, which could be regard ed as a natural consequence of the above-mentioned, deals with the role of the mass media (TV) with reference to rural development. The analysis In cludes an overview on media Involve ment in development as well as the specific applicability of "big media" in "little worlds". The emphasis shifts to message content where the impor tance of cultural values and the cultural convergence of messages is emphasised.
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| format | Article |
| id | doaj-art-ed02c4872c8a40ecab0ce894675edfe6 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-ed02c4872c8a40ecab0ce894675edfe62025-01-20T08:44:58ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-019110.36615/jcsa.v9i1.2044The passing of the Dominant ParadigmGideon de Wet0University of Fort Hare In this paper an attempt is made to contribute towards a better understanding regarding the role and application of mass media (TV) with reference to developmental efforts. A theoretical and explorative overview will be posed deal Ing with three interlocking areas: 1. A retrospective analysis and discus sion of Rogers' (1976) article on "Communication and Development: The Passing of the Dominant Paradigm." An attempt is made, in an Integrated fashion, to analy, the Im plications of Rogers' (1976) declara tion that the dominant paradigm has passed. 2. Secondly, and as a result of serious methodological questions regarding the analysis and Interpretion of developmental communication ef forts, an attempt is made to pose theoretical considerations which can lead to the structuring of an alter native developmental approach with reference to rural development. 3. The third area, which could be regard ed as a natural consequence of the above-mentioned, deals with the role of the mass media (TV) with reference to rural development. The analysis In cludes an overview on media Involve ment in development as well as the specific applicability of "big media" in "little worlds". The emphasis shifts to message content where the impor tance of cultural values and the cultural convergence of messages is emphasised. https://journals.uj.ac.za/index.php/jcsa/article/view/2044role and application of mass mediaretrospective analysisdevelopmental communicationrural development |
| spellingShingle | Gideon de Wet The passing of the Dominant Paradigm Communicare role and application of mass media retrospective analysis developmental communication rural development |
| title | The passing of the Dominant Paradigm |
| title_full | The passing of the Dominant Paradigm |
| title_fullStr | The passing of the Dominant Paradigm |
| title_full_unstemmed | The passing of the Dominant Paradigm |
| title_short | The passing of the Dominant Paradigm |
| title_sort | passing of the dominant paradigm |
| topic | role and application of mass media retrospective analysis developmental communication rural development |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2044 |
| work_keys_str_mv | AT gideondewet thepassingofthedominantparadigm AT gideondewet passingofthedominantparadigm |