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Communication and Third World development: a dead end?


 The debate over the effects of communication on the development of the Third World goes back over 30 years. The mass media was supposed to teach the masses basic productive skills, complement formal education, and promote basic adult literacy. The theory was proposed that if you increase urbanization, literacy, and media participation in underdeveloped areas political and economic improvements would follow. In quantitative measures, much progress has been made in urbanization, literacy, and health care. However, the quality of life of the people in underdeveloped countries has not improved greatly. The mass media has often promoted capitalist ideals and values, and raised hopes beyond what the state could supply. Large transnational corporations advertising in these countries have introduced different ethical values and changed customer demand. This is seen as a threat by those countries to their cultural identity. Modernization has disrupted the traditional values and ways of life in many of these countries and increased the gap between the rich and poor. The dependency theory stated that development and underdevelopment were interrelated processes and effected all aspects of life, including political and economic aspects. In recent times, a new theory on the role of communication in development promotes an integration of traditional and modern methods to enhance the development messages. The culturalists believe the failure of the mass media in the past was the elitism of the modern media. The current theory is based on 2 concepts, 1 of intermediate technology and another appropriate technology. Intermediate technology is production by the masses, using the best knowledge and experience to serve the person, rather than making him the slave of machines. Appropriate technology aims at improving the quality of life of the people. communication must teach and promote the skills that will help people solve their problems in this new model.
