University of Agricultural Sciences, Bengaluru

There is general consensus that mass media are important in developing countries. However, there is no unanimity as to the actual role the,r really play. The purpose of this exploratory study was to ascertain the role that mass media play in the process of modernization. Pertinent research literature was reviewed and generalizations farmed regarding this role, particularly as it pertains to the individual. The theoretical scheme for this study centered around two major concepts--mass media and modernization. Assumptions established about mass media were: (1) that the philosophy, role, functions and potentialities of mass media are determined by the nature of the social system; and (2) that they serve as agents of reinforcement rather than agents of change. Assumptions established about modernization were: (1) it is a process involving both societal and individual changes; (2) as a process involving changes within the individual, it can be viewed both in terms of changes in attitude and behavior; and (3) it is a multilinear process and/or a multivariate phenomenon. Studies were selected for review according to a specific set of criteria: (1) they must be o: an empirical nature, and (2) they must deal with the relationship between some aspects of mass media and either the modernization of the individual or the modernization of the social system. The studies were categorized as to correlational studies and field experiments. The individual, village, and nation were used as unit(s) of analysis. The studies were analyzed according to the following generalizations: (1) In general, mass media exposure creates in the individual a favorable climate or attitude toward modernization rather than providing specific behavioral skills. (2) In general, mass media exposure is not likely to be inherently one kind of variable, i.e., it can act as an antecedent, an intervening and a consequential variable in the process of modernization. (3) In general, mass media exposure is not the only good predictor of modernization. For the most part, the empirical studies reviewed tend to support the generalizations. Mass media can be effective in creating awareness, interest and favorable attitudes, but are less effective in teaching specific behavioral skills. Secondly, mass media exposure acts as an antecedent and an intervening variable but not as a consequential variable in the process of modernization. Lastly, although mass media exposure is a good predictor of modernization, other variables such as education, literacy, and social status may serve as equally good predictors. The results of the study have provided a framework in which the roles of mass media in modernization can be viewed. But this is only one step forward. It is hoped that the implications for mass media discerned in this study will open avenues for further research which will eventually lead to more viable generalizations.

University of Agricultural Sciences, Bengaluru

Browse

Thesis Type

Type

Author

Date

Subject

Search Results