THE ROLE OF MASS MEDIA IN THE MODERNIZATION OF THE INDIVIDUAL
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Date
1969
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UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BANGALORE
Abstract
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.
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No . of references 102