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Communication and Development

Everett M. Rogers

Open publisher page 403 citations

Abstract

This article describes the dominant model of development, the factors that led to its decline in intellectual circles after about 1970, and the emerging alternatives. The implications of this academic shift in thinking on the role of communication in development are discussed in terms of such issues as the communication effects gap, the content of mass media messages about development, and the limitations of the social structure on developmental communication effects. Greater use of field experiments and network analysis is recommended.

About this research paper

What this paper is about

This article describes the dominant model of development, the factors that led to its decline in intellectual circles after about 1970, and the emerging alternatives. The implications of this academic shift in thinking on the role of communication in development are discussed in terms of such issues as the communication effects gap, the content of mass media messages about development, and the limitations of the social structure on developmental communication effects. Greater use of field experiments and network analysis is recommended.

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OpenAlex reports 403 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

This article describes the dominant model of development, the factors that led to its decline in intellectual circles after about 1970, and the emerging alternatives. The implications of this academic shift in thinking on the role of communication in development are discussed in terms of such issues as the communication effects gap, the content of mass media messages about development, and the limitations of the social structure on developmental communication effects. Greater use of field experiments and network analysis is recommended.

Key concepts: Mass media, Field (mathematics), Development communication, Psychology, Mass communication, Social psychology, Sociology, Public relations

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