media as a to a as the vehicle for transferring new ideas and models from ‘bridge wider world’ the North to the South and, within the south, from urban to rural areas. Schramm endorsed view that mass media can raise the aspirations of the people in the developing countries. Lerner’s The mass media in the the need to rouse their people from fatalism and a South, he wrote, ‘face fear of change. They need to encourage both personal and national aspirations. Individuals must come to the desire a better life then they have and to be willing to work for it. In the 1970s, modernization theorists started to use the level of media development as an indicator of general societal development. Failure of the modernizers One major shortcoming of the early modernization theorists was their assumption that the modern and the traditional lifestyles were mutually exclusive, and their dismissive view of the culture of the them to believe in the desirability and inevitability of a shift ‘indigent natives’ led from the traditional to the modern. The dominant the culture and religious force in the region of Islam - and a sense of collective pan-Islamic identity were seen as into the – ‘sentimental sorties symbolism of a The elite in the region had to and majestic past’. choose between ‘Mecca The crux of the matter, Lerner argued, was mechanization’. ‘not whether, but how one should move from traditional ways toward modern life-styles. The symbols of race and ritual fade into irrelevance when they impede living desire for bread and enlightenment’. What modernizers such as Lerner failed to comprehend was that the dichotomy of modern versus traditional was not investable. Despite the media modernization, Islamic entire west’s effort at traditions continue to define the Muslim world, and indeed have become stronger in parts of the Middle East. In additions, these cultures can also use modern communication methods to put their case cross. In the 1979 Islamic revolution in Iran, for example, radical groups produced printed material and audiocassettes and distributed them through informal network to promote an anti-western ideology based on a particular Islamic view of the world. Dependency theory Definition: Multinational corporations result in cultural imperialism. • A situation in which the economy of a certain group of a countries is conditioned by the development and expansion of another economy, to which their own subjected.
media as a ‘bridge to a wider world’ as the vehicle for transferring new ideas and models from the North to the South and, within the south, from urban to rural areas. Schramm endorsed Lerner’s view that mass media can raise the aspirations of the people in the developing countries. The mass media in the South, he wrote, ‘face the need to rouse their people from fatalism and a fear of change. They need to encourage both personal and national aspirations. Individuals must come to the desire a better life then they have and to be willing to work for it. In the 1970s, modernization theorists started to use the level of media development as an indicator of general societal development. Failure of the modernizers One major shortcoming of the early modernization theorists was their assumption that the modern and the traditional lifestyles were mutually exclusive, and their dismissive view of the culture of the ‘indigent natives’ led them to believe in the desirability and inevitability of a shift from the traditional to the modern. The dominant the culture and religious force in the region of – Islam - and a sense of collective pan-Islamic identity were seen as ‘sentimental sorties into the symbolism of a majestic past’. The elite in the region had to choose between ‘Mecca and mechanization’. The crux of the matter, Lerner argued, was ‘not whether, but how one should move from traditional ways toward modern life-styles. The symbols of race and ritual fade into irrelevance when they impede living desire for bread and enlightenment’. What modernizers such as Lerner failed to comprehend was that the dichotomy of modern versus traditional was not investable. Despite the entire west’s effort at media modernization, Islamic traditions continue to define the Muslim world, and indeed have become stronger in parts of the Middle East. In additions, these cultures can also use modern communication methods to put their case cross. In the 1979 Islamic revolution in Iran, for example, radical groups produced printed material and audiocassettes and distributed them through informal network to promote an anti-western ideology based on a particular Islamic view of the world. Dependency theory Definition: • Multinational corporations result in cultural imperialism. A situation in which the economy of a certain group of a countries is conditioned by the development and expansion of another economy, to which their own subjected.