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DOMINANT MEDIA PARADIGM

 



The western model for development predominated in 1950's and 1960's. The modernization paradigm arose soon after world War 2,in 1949. It created development as a challenge  to bring the "underdeveloped  countries "out of their  conditions of poverty by modernizing them and by free market approaches.


First world country tried to develop Third world nations by introducing the better media system. First world nations thought that every third world nations would be developed by media within a definite areas and they thought to create domination upon those areas were build up for third world countries. In cold War's time when world influence was polarized by two super powers,the United States and soviet union. Their influences reached every sphere of the international scenario, including development. In this context ,the modernization paradigm promoted by political leaders of western countries became so strong and so pervasive in every dimension of social life that it became also known as the "DOMINANT PARADIGM ".

Rogers (1960) called this "DOMINANT PARADIGM " Of development as it exercised a dominant influence in the field of development. The emphasis of this model was that development could be achieved by increased productivity, economic growth and industrialization. 


Daniel learner and Wilbur Schramm (1964) supported the dominant paradigm and technology for development and change.  They talked for the technological development. 


Learner's communication model for development thus,in the dominant paradigm the communication flow was one way which was top - down vertical communication. 

These all people talked about four areas or four paradigms through which domination could be accomplished.







At the cultural level- modernization advocated for a change in poor countries who had to abandon traditional beliefs. So changing the cultural level of third world countries one of the action part of dominant paradigm. 


At the technical level- modernization required people with technically developed. So growing part of technical level would be the areas of dominant paradigm. 


At the political level- here giving the democratic systems or adoption of democratic system, liberalism based on political freedom, dominant the level. 


Finally at the Economic level- through the power of free market, with no government intervention grew the economic level which part is one of the dominant paradigm. 


THE CHARACTERISTICS OF DOMINANT PARADIGM- 


A.The communication was occurred in dominant paradigm was one- way communication. 


B. The communication flow in dominant paradigm was top- down in nature.


C. In dominant paradigm, all communication occurred as vertical communication. 


D. Communication in the dominant paradigm is basically associated with the linear form.


DISADVANTAGES OF DOMINANT PARADIGM- 


Critics of this paradigm attacked its economic focus. In this approach over emphasized the power of individual countries and ignored the elements such as colonization, past exploitation of resources and globalization.

                            - Suchismita Das

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