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The Communication for Development Approach and Challenges

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The ComDev model aims to deal with the imperative problem of lack of participation of the poor in their own development. ComDev involves comprehending the culture and beliefs that shape the life of people… Communication for Development (ComDev) involves a participatory communication approach that aims to harness the goals, effects and sustainability of development projects, allowing for knowledgeable decision making, information sharing, stakeholders awareness and engagement. ComDev is needed to introduce more inclusive communication services by associating participatory approaches that employ media and digital solutions that can be used by farmers and rural communities. The ComDev model aims to deal with the imperative problem of lack of participation of the poor in their own development. ComDev involves comprehending the culture and beliefs that shape the life of people, their values and immediate surroundings. The ComDev approach also involves engaging communities and i...
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Cultivation Theory: Effects of Heavy Exposure to TV on Media Users

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Cultivation theory suggests that long term exposure to television can cause media users to presume that reality reflects the steadfast, contorted and often violent messages the television usually depicts… Cultivation theory was developed by Hungarian-American communication scholar George Gerbner in the 1960s. Cultivation theory posits that media users’ views of reality are affected by long term exposure to media channels, most specially by the television. The theory also suggests that because of the long term exposure to television, media users presume that reality reflects the steadfast, contorted and often violent messages the television usually depicts. Gerbner coined the term “Mean World Syndrome”, which outlines how high TV exposure makes media users consider the world as more treacherous than it really is. The important concepts of the Cultivation theory are the following: . Television as storyteller of modern society : cultivation theory suggests that the TV has become th...
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Antonio Gramsci’s View of Cultural Hegemony and the Media

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In his Prison Notebooks , Antonio Gramsci analyzed the powerful role of the media and popular culture in the creation of cultural hegemony by the political and economic elite over the… Hegemony came from the Greek word hegemonia, dominance over, which was employed to characterize relations between city/states. It was the Italian communist and theorist Antonio Gramsci who developed the concept of cultural hegemony in the 1930s. His discussions about hegemony were focused to comprehend the survival of the capitalist state in the most developed Western countries. Hegemony, according to Gramsci, is the process through which the political and economic elites maintain power over the subordinate groups not only by coercion or force but by means of instilling their (the elite) societal worldviews in institutions like education, religion and,  most of all,  the media.  Antonio Gramsci suggested that the elite’s worldview is pervasive in all types of institutions, making their b...
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5 Foundational Types of Media and Communication Theories

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While in the past, communication was considered a simple transmission of a message from the source to the receiver by means of a channel, over the years more theories emerged, underlining the intricacies of communication interactions… Communication theories are valuable frameworks that help both scholars and communicators to understand relationships between the components of the communication process. Furthermore, these theories can help systematize information and explicate complex communication interactions. It is vital to have knowledge of the key types of communication theories to be able to understand, study and improve communication in various contexts and at all levels. Awareness of communication theories not only can help communicators and organizations design effective and successful information campaigns but can also help people become good communicators. Key Types of Communication Theories . Media Richness Theory (MRT) - developed in the 1980’s by Richard L. Daft and Robe...
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Social Construction of Reality Theories of Mass Communication

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The Symbolic Interaction and Social Construction of Reality theories are foundational theories of mass communication that show the driving forces that link together culture and communication. The study of mass communication has always been a dynamic process. Over the years, various ideas, perspectives and frameworks have been developed and introduced to maximize its potentials and to adapt itself to the evolving global society. The mainstream view is that culture and social interaction via verbal and non-verbal communication are influential factors on how people construct knowledge and reality. The Symbolic Interaction and Social Construction of Reality theories are foundational theories of mass communication that show the driving forces that link together culture and communication. 1. The Symbolic Interaction Perspective The Symbolic Interaction Perspective, also known as symbolic interactionism, is an important framework that came from sociological theory. This is based on the ...
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