The passing of the Dominant Paradigm: Looking back at Rogers

Looking back at Rogers

Share:

How to Cite

The passing of the Dominant Paradigm: Looking back at Rogers. (2022). Communicare: Journal for Communication Studies in Africa, 9(1), 55-87. https://doi.org/10.36615/jcsa.v9i1.2044
  • Articles
  • Submited: November 9, 2022
  • Published: November 10, 2022

Abstract

In this paper an attempt is made to contribute towards a better understanding regarding the role and application of mass media (TV) with reference to developmental efforts. A theoretical and explorative overview will be posed deal Ing with three interlocking areas: 1. A retrospective analysis and discus sion of Rogers' (1976) article on "Communication and Development: The Passing of the Dominant Paradigm." An attempt is made, in an Integrated fashion, to analy, the Im plications of Rogers' (1976) declara tion that the dominant paradigm has passed. 2. Secondly, and as a result of serious methodological questions regarding the analysis and Interpretion of developmental communication ef forts, an attempt is made to pose theoretical considerations which can lead to the structuring of an alter native developmental approach with reference to rural development. 3. The third area, which could be regard ed as a natural consequence of the above-mentioned, deals with the role of the mass media (TV) with reference to rural development. The analysis In cludes an overview on media Involve ment in development as well as the specific applicability of "big media" in "little worlds". The emphasis shifts to message content where the impor tance of cultural values and the cultural convergence of messages is emphasised.

Article Metrics Graph

Created with Highstock 6.0.4ViewsChart context menuMonthly Views552255551100000000000000226600000000004433331188112277111122000011000033000000000000000000001919110000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000002025202420232022202120202019201820172016201520142013201220112010200920082007200620052004200320022001JanFebMarAprMayJunJulAugSepOctNovDec05101520Highcharts.com

References

  1. Barnett, G.A. & Kincaid, D.L. (1983) Cultural con vergence. A mathematical Theory. In Gudykunst, W.B. Intercultural Communication Theory. Current Perspectives. Sage Publications: Bever ly Hills, p 171-194.
  2. Bineham, J.L. (1988) A historical account of the Hyperdermic model in Mass Communication. Communication Monographs, 55(40): 230-246.
  3. https://doi.org/10.1080/03637758809376169 DOI: https://doi.org/10.1080/03637758809376169
  4. Bormann, E.G. (1981) Communication Theory. Holt, Rinehart & Winston: New York
  5. Buhrmann, M.V. (1984) The health care of an Eg qira (Indigenous Healer). In Papadopoulos, A.K. & Saayman, G. Jung In Modern Perspective. Wild Woodhouse, Ad Donker: London,
  6. Coetzee, S.F. (1983) Development: alse hopes and new directions. In Development Studles Southern Africa, 8(1):27-40,
  7. Comstock, G. (1983) The legacy of the past. Journal of Communication, 33(3):42-50.
  8. https://doi.org/10.1111/j.1460-2466.1983.tb02404.x DOI: https://doi.org/10.1111/j.1460-2466.1983.tb02404.x
  9. De Fleur, M.L. & Ball Rokeach, S. (1989) Theories of Mass Communication. (5th ed.) Longman: New York.
  10. Felstehausen, H. (1973) Conceptual limits of Development Communication. Rural Sociology. 38:39-54,
  11. https://doi.org/10.1111/j.1467-9523.1973.tb00878.x DOI: https://doi.org/10.1111/j.1467-9523.1973.tb00878.x
  12. Gudykunst, W.B. & Kim, Y.Y. (1984) Communicating with Strangers. An approach to Inter cultural Communication Random House: New
  13. Hamelink, C.J. (1983) Emancipation or Domestica tion: Toward a Utopian science of Communica tion. Journal of Communication, 33(3):74-79.
  14. https://doi.org/10.1111/j.1460-2466.1983.tb02408.x DOI: https://doi.org/10.1111/j.1460-2466.1983.tb02408.x
  15. Harms, LS. (1983) On the problem-oriented Com munication Science: another Renaissance, an alternative way. In Dissanyake, W. & b Mohd Said, S. R. Communication Research and cultural values. (1.21) Asian Mass Communication Research and information center: Singapore.
  16. Harrison, D. (1980) The sociology of development. (Unpublished paper:1-30) Sussex School of African and Asian Studies.
  17. Haule, J.J. (1984) Old paradigm and new order in the African context: Toward an appropriate model of Communication and National development. Gazette, 33(1):3-115.
  18. https://doi.org/10.1177/001654928403300101 DOI: https://doi.org/10.1177/001654928403300101
  19. Holloran, J.D. (1981) The context of mass com munication research. In McAnany, E.G., Schnit man, J. & Janus, N. (1981) Communication and social structure. Critical studies in Mass Media Research. (p 21-57) Praeger. New York.
  20. Hoogvelt, A.M.M. (1983) The sociology of developing socletles. (2nd ed.) MacMillan Press: Hong Kong.
  21. Hsla, H.J. (1985) On the imbalance of internationalcommunications: An analysis, a review, and soma solutions. Communica. 45-25.
  22. Inayatullah (1967) Toward a non-Western model of Development. in Lemer, O. & Schramm, W. Communionion and Change in the develop Ing countries. University of Hawal/East-West Center Press
  23. https://doi.org/10.1515/9780824885663-010 DOI: https://doi.org/10.1515/9780824885663-010
  24. Jakubowicz, K. (1985) Third World news coopera
  25. tion schemes in building a new international com munication order. Do they stand a chance? Gazette, 36(2):81-93.
  26. https://doi.org/10.1177/001654928503600201 DOI: https://doi.org/10.1177/001654928503600201
  27. Katz, E. (1983) The retum of the Humanities and Sociology Journal of Communication, 33(3):51-52.
  28. https://doi.org/10.1111/j.1460-2466.1983.tb02405.x DOI: https://doi.org/10.1111/j.1460-2466.1983.tb02405.x
  29. Kwame Boafo. S.T. (1985) Utilizing development communication. Strategies in Arican societies: A critical perspective (Development communication In Africa) Gazette, 36(2): 83-82.
  30. https://doi.org/10.1177/001654928503500202 DOI: https://doi.org/10.1177/001654928503500202
  31. Lent. J.A. (1985) Western type communications research in the Third World - A critical appraisal Communicare, 4(1): 5-14.
  32. Melkote, S.R. (1987) Biases in development sup port communciation. Revealing the comprehen sion gap Gazette, 40(3):39-55
  33. https://doi.org/10.1177/001654928704000103 DOI: https://doi.org/10.1177/001654928704000103
  34. Miller, G.A. (1983) Taking stock of a discipline Journal of Communication, 33(3):31-41.
  35. https://doi.org/10.1111/j.1460-2466.1983.tb02403.x DOI: https://doi.org/10.1111/j.1460-2466.1983.tb02403.x
  36. Obeng-Quaidoo, 1 (1985) Culture and Com munication research methodologies in Africa: A proposal for change Gazette, 38(2):109-120.
  37. https://doi.org/10.1177/001654928503600203 DOI: https://doi.org/10.1177/001654928503600203
  38. Pepitone, A. & Triandis, H.C. (1987) On the univer salty of social psycological theories. Journal of cross-cultural Psychology, 1844) 471-498.
  39. https://doi.org/10.1177/0022002187018004003 DOI: https://doi.org/10.1177/0022002187018004003
  40. Pratt, C. (1986) Communicating population issues in Sub-Saharan Africa: A development policy for Nigeria Gazette, 37(3): 169-189
  41. https://doi.org/10.1177/001654928603700304 DOI: https://doi.org/10.1177/001654928603700304
  42. Pram. C.B & Manheim, J.B. (1988) Communica tion research and development policy: Agenda dynamics in an African setting Journal of Com munication, 38(3) 75-95)
  43. https://doi.org/10.1111/j.1460-2466.1988.tb02061.x DOI: https://doi.org/10.1111/j.1460-2466.1988.tb02061.x
  44. Reason, P & Rowan, J. (1981) Human Inquiry. A sourcebook of new paradigm researchJohn Wiley and Sons: New York.
  45. Rogers, EM. (1976) Communication and Develop ment. The passing of a dominant paradigm. Com munication Research, 3(2):213-240.
  46. https://doi.org/10.1177/009365027600300207 DOI: https://doi.org/10.1177/009365027600300207
  47. Rogars, E.M. (1980) The rise and the fall of the dominant paradigm. In Wilholt, G.C. & De Bock, H: Mass Communication Review Yearbook. Sage, 1980:679-634: Beverley Hills.
  48. Rogers, EM. (1981) Manipulation and Mass Com munication: Lessons from research on diffusion of Innovations. Masscommunicatle, 4(9): 149-158.
  49. Rogers, E.M. (1966) Communication Technology. The new media in society. Col Ber MacMillan Publishers: London.
  50. Rogers, E.M. & Chaffee, S.H. (1983) Communica tion as an academic discipline: A dialogue. Jour nal of Communication, 33(3): 18-30.
  51. https://doi.org/10.1111/j.1460-2466.1983.tb02402.x DOI: https://doi.org/10.1111/j.1460-2466.1983.tb02402.x
  52. Rogers, E.M. & Kincaid, D.L. (1981) Communica tion Notworks: Toward a new paradigm for research. Free Press: New York.
  53. Rogers, E.M. & Shoemaker, F.F. (1971) Com munication of innovations. A cross-cultural approach. The Free Press: London.
  54. Stevenson, R.L. (1988) Communication Development and the Third World. Longman: New York.
  55. Tafoya, D.W. (1984) Research and cultural phenomena. In Gudykunst, W.B. & Kim, Y.Y. Methods for Intercultural communicationresearch, p 47-65. Sage Publications: BeverleyHills
  56. Tapson D.R. (1987) Directors' Report. Ardrinews, 7(1)
  57. Ugboajah, F.O (1979) Developing indigenous communication in Nigeria. Journal of Com munication, 29(4) 40-45.
  58. https://doi.org/10.1111/j.1460-2466.1979.tb01740.x DOI: https://doi.org/10.1111/j.1460-2466.1979.tb01740.x
  59. Urevbu. A.O. (1988) Science, technology and African values Impact of science on society. 38(3) 239-248
How to Cite
The passing of the Dominant Paradigm: Looking back at Rogers. (2022). Communicare: Journal for Communication Studies in Africa, 9(1), 55-87. https://doi.org/10.36615/jcsa.v9i1.2044

Send mail to Author


Send Cancel

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
  • Clarivate