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ERIC Number: ED072329
Record Type: Non-Journal
Publication Date: 1972-Aug
Reference Count: N/A
Communication in Development: Modifications in the Classical Diffusion Model for Family Planning.
Rogers, Everett M.
The role of mass media and interpersonal communication in development in Latin America, Africa, and Asia is reviewed. Then, research and development program experience is synthesized to show (1) that the mass media at present play a major role in creating a "climate for modernization" among villagers, but are less important in diffusing technological innovations (although their potential is high), (2) that mass media channels are more effective when combined with interpersonal channels, as in media forums, and (3) that the "traditional" mass media (like village theater, traveling storytellers, etc.) have an important potential for development purposes, especially when they are combined with the modern electronic and print media. Further, the future role for mass media in development will increase (1) as the mass media reach larger audiences, and (2) new communication technology (like satellite TV) is harnassed for development goals. A second, and related, purpose of the present paper is to specify three modifications in the "classical diffusion model" stemming from the case of family planning communication, where the messages (1) deal with very "strongly held beliefs," which are difficult to change, and (2) are private and "taboo" in nature, hence limiting the number (and type) of individuals with whom such messages can be discussed. The classical diffusion model should be revised to include the role of nonprofessional and/or paraprofessional change agent "aides" in diffusing innovations, the importance of adopter and diffuser "incentives," and the significance of the "verbal labelling" in word symbols of innovations affecting their rate of adoption. (Author/DB)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Michigan State Univ., East Lansing. Dept. of Communication.
Identifiers - Location: Africa; Asia