Society, media, communication and development linkages: An analysis of Anglo-Saxon Theories in the context of developing countries

Abstract

Over the years, different forms of linkages between media, communication and society have been talked, assessed and analysed by communication practitioners. These have been primarily based on scenario analysis, function analysis or effect study. The studies have also been directed towards reaction of an individual or group to a given communication stimulus. This reflective essay, based primarily on Anglo-Saxon theories put forward during the years 1940s to 1980s, takes into account the role of media and communication in social, economic and political changes, especially in the context of a developing country like India. The questions which have been given specific attention are: To what extent and how can the mass media contribute to national and local development? How can mass media and personal contacts be used to get large groups in a village, region or a whole country to adopt new techniques and ideas? Specially, how can the media be used for educational purpose? This question refers to all forms of education: ultra mural - extramural, formal/non-formal, and adult/child. Key words: Anglo-Saxon Theories on communication, society and media, communication for development, social change.