Communication in Development
Everett M. Rogers · The Annals of the American Academy of Political and Social Science · 1974
First, the role of mass media and interpersonal communication in development in Latin America, Africa and Asia is reviewed. Then, research and development program experience are synthesized to show: (1) that at present, the mass media play a major role in creating a climate for modernization among villagers, but are less important in diffusing technological innovations—although their potential for doing so is high; (2) that mass media channels are more effective when combined with interpersonal channels, as in media forums; and (3) that the traditional mass media, such as village theater and traveling storytellers, have an important potential for development purposes, especially when they are combined with the modern electronic and print media.