Pathways to development
Elgabri, A.Z.
Media Asia 14(3): 130-135
1987
ISSN/ISBN: 0129-6612 PMID: 12281457 Document Number: 356976
It is essential for media planners in developing countries to understand development as a relative concept approachable through a number of theoretical constructs. Rostow's theory of development assumed that economic growth in per capita Gross National Product would spread the benefits throughout society to eventually reach all socioeconomic groups. In contrast, Rogers' approach shifted the emphasis from economic factors to the need for the distribution of socioeconomic benefits. Yet another path to development emphasizes the interdependence of developed and developing countries. Regardless of approach, there is a growing consensus that development should be specifically tailored to meet the unique needs of each country. A prerequisite to development is an educational systems that promotes self-reliance rooted in the nation's cultural values and aspirations. Also needed are communication programs that foster respect among younger generations for family members and religious and cultural leaders. A strong leadership whose power rests on traditional patterns of authority is essential for sustained development campaigns. The mass media should thus reinforce the authority of traditional cultural leadership rather than undermine it.