Saturday, February 22, 2020

CONCEPT OF MASS SOCIETY



Social change refers to any significant alteration over time in behavior patterns and cultural values and norms. By “significant” alteration, sociologists mean changes yielding profound social consequences.
Social change is the transformation of the social order in the community by making adjustments and variations to social institutions, behavior, and relations. It involves social evolution where the society makes amendments to traditional societal norms leading to the necessary change. However, the modification of the developmental psychology is crucial in ensuring that the necessary change is successful. It results from various factors, which support the change making it inevitable. -Social change leads to increased awareness and more understanding due to the presence of more information in the community, which enables people to make informed decisions based on the scenario at hand. There is also improved civic participation attributed to change in the attitude of the public, which motivates them to correct instances of injustice (Cohen, 2011). According to psychology, social change begins with the personal change, which leads to commitment and motivation needs to undertake group and community change in general.
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characteristics of social change


MASS SOCIETY
Mass society, concept used to characterize modern society as homogenized but also disaggregated, because it is composed of atomized individuals. The term is often used pejoratively to denote a modern condition in which traditional forms of human association have broken down and been replaced by conformist or even totalitarian forms of collective behaviour.


Mass Society: History of the Concept


S. Giner, in International Encyclopedia of the Social & Behavioral Sciences, 2001

‘Mass society’ is a notion central to the assumption that modern, advanced societies possess the following features: a growing internal homogeneity, a combination of elite and bureaucratic control over the majority of the population (the so-called ‘masses’), a specific kind of predominant culture (‘mass culture,’ linked to the ‘mass media’), and an illiberal form of politics (‘mass politics’ and ‘mass parties’). They are also said to reflect a new stage in the development of the industrial economy through ‘mass production’ and ‘mass consumption.’ ‘Mass society’ frequently assumes that, in such advanced societies, a certain type of human personality, the so-called ‘mass man,’ is proliferating and becoming omnipresent. This mass man is thought to embody the mindless uniformity of social conditions and moral attitudes.


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Sociology of Development and Different Approaches to Development

Much discussion has revolved around the definition and precise meaning of development. Till now, scholars have not offered a definition acceptable to others. Further more, development has been viewed differently by each of the social sciences disciplines

Psychology
  It concentrates on personality variables as self reliance and achievement motivation.
Sociology & Social Anthropology
  It views as the process of differentiation that characterizes the modern societies.
Economics
  It sees development as the planned expansion of a nation’s economy.
Political Science

  It focuses primarily on how government develops a capacity to innovate change to respond to the demands of the populace and to adapt to conflict situation.

The concept of development has been shifting from an economic emphasis towards being more humanitarian. Some examples of recent development definitions include.
  Development is change toward pattern of society that allow better realization of human values, that allow a society greater control over its environment and over its political destiny and that enables its individual to gain increased control over themselves.
  Development ultimately is not a matter of technology or Gross National Product, but the attainment of new knowledge and skills, the growth of a new consciousness, the expansion of human mind, the uplifting of the human spirit, the infusion of human confidence.
Development is a widely participatory process of social m=change in a society, intended to bring about both social and material advancement ( including greater equality, freedom and other valued qualities ) for the majority of the people through their gaining greater control over their environment.
More parochial terms are often used to describe development in third world countries. Among these Modernization, Westernization, Europeanization and even Christianization.
  Hence the definition and meaning of development remains incomplete or biased for the development appears to be culture bound and discipline biased.
  Under the old development paradigm development goals stressed economic growth through industrialization as key to success. But in late 1960’s and 1970’s the emphasis began to sh
Development as Goal:
ØEquality of the distribution of socio economics benefits, information, resources, wealth etc.
ØPopular participation in self development planning and execution.
ØSelf reliance and independence in development.
ØIntegration of traditions with modern system.
  Although different nations have different goals, a general statement of goals that might apply in many current national settings include

1. Economic Development.
2. Equitable Distribution.
3. National Cohesiveness.
4. Human Development.

Due to board areas of these goals, each country might place a different

pattern of emphasis depending on their needs. Also they might follow different development paths and strategies to achieve the desired goals.

Different Approaches to Development
1.Basic needs approach.
2.Human security approach.
3.Participatory approach.
4.Equality approach.
5.Global development approach.
6.Community development approach.
7.Wealth distribution approach.
8.Economic development approach.


1:Basic needs approach.
1.To provide proper food and nutrition, housing and shelter.
2.Try to reduce intensity of the poverty.
3.To provide necessary essentials of life as education, health, job opportunities ad future security etc.


2:Human Security Approach:
The concept of human security approach is that in spite of all the tremendous resources, the security of everything should be provided. Unless and until the people are given full assurance that they are economically, socially, and religiously secure, the development of any individual, society and country is not possible. A best example of this is that of the foreign investment. The first demand of investor is security, the security of their lives and property.



3.Participatory approach.

The roots of this approach can be found in the early 70’s when the people in the developing countries began to question about the top down approach . The idea is that every class should participate. 

•Participation in decision making
People are motivated and conceptualized actively in participation of different development projects as a community. They are given full participation in the decision making process of the project. 

•Participation in Implementation.
People are motivated and mobilized to implement different projects and planning. The people are assigned different responsibilities as it makes them feel that the project is their own. 

•Participation in evaluation
During the planning and launching of the project, people are invited to evaluate the results and function of the project. 

•Participation in Benefits.
People enjoy the fruits of the development of the respective projects 

4.Equality approach. 
The focal points of this approach is the equality of everything.
• Equality of Rights.
• Equality of Opportunity.
• Equality of Merit.

5:Global Development Approach

This approach focuses on the external relationship of third world countries in the world economic system. Many economies of the various countries of third world have been adjusted and tied in the world economic system by colonialism.

6:Community Development Approach
This approach focuses on the development of a particular group of people living in a particular area. The supporters of this approach believe in collective efforts rather than the individual efforts. This is a more particular approach, which makes people think and utilize their potentials. For this kind of development you have to identify the community, conduct research and situation analysis, identify the problem and select the appropriate channel.



7.Wealth distribution approach. This refers to the social and economic development that generally depends on the economic growth. This approach emphasizes the equal distribution of the material wealth.

8:Economic Development Approach

This approach includes all type of development models and strategies which focus on economic growth including savings, investment, export and productivity as a means of economics growth in order to achieve development goals.

The main characteristics of this approach are to increase national production, increase in per capita income, favorable balance of payments, national savings, industrialization and urbanization, efficient technology and better infrastructure and means of communication.

#SociologyofDevelopment and #DifferentApproachestoDevelopment
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DEVELOPMENT COMMUNICATION AND DEVELOPMENT SUPPORT COMMUNICATION DEFINITION AND DIFFERENCE

Development Support Communication ( DSC )

“Application of communication strategies specifically designed for the concrete development programs”.
“A support of communication in order to prepare, launch and develop a project or program for the purpose of change or development.
“DSC involves an understanding of communication techniques and practices in adult education, the process of change, diffusion of innovation, simple action and analysis”.


“DSC is discipline in development planning and implementation in which more adequate account is taken of the human behavioral factors in the design of development projects and the objectives”.


DEVELOPMENT COMMUNICATION
Development communication is an art or science of human communication applied to the speedy transformation of a country and its people from the state of poverty towards a dynamic state of economic growth which makes possible the high quality of life and large fulfillment of human potential. 

It is an art of science of human communication aimed at getting desirable results and creating a climate for development. It is a communication strategy for the whole society. 

Development communication is the communication component of national development plan of any country.


DIFFERENCE BETWEEN DC AND DSC

DEVELOPMENT COMMUNICATION
1:It works vertically top-down. This communication flows from source toward receiver
2:DC has no specific goals. It has general goals. It is for the overall development in a sector or an area.
3- It is for general masses, not for specific community or group.

4- It is sources oriented. Communicator doesn’t care about the needs of his target.

5-   It is technology based, it usually depends upon mass media.

6-   It is applied at macro level. DC is applied on projects at large scale.

7-   In development communication the information comes from the development agencies. If the communicator wants to know something about the audiences they collect required data from different agencies.

8-   It is applied in the developed countries.

9-   The audience of DC is heterogeneous.

10-   No limits but time is fixed for completion.

DEVELOPMENT SUPPORT COMMUNICATION
1-   It is participatory at grass root levels. In this communication, audiences are given maximum participation.

2-   It has specific, set and clearly defined goals.

3-   It is for specific and fix target

4-   It is receiver oriented. In contrast to DC the target audience are given special importance before communicating any message.

5-   It depends on interpersonal and culture based forms of communication.

6-   DSC is applied at micro level in the projects which are on small scale.

7-   However DSC has a direct feedback therefore it has dynamic sources of information.

8-   DSC applied in underdeveloped countries.

9-   Audience is homogeneous.

10-   DSC has certain limits and program is finished after achieving specific goal.

#DEVELOPMENTCOMMUNICATION  #DEVELOPMENT #SUPPORT #COMMUNICATION #DEFINITION AND #DIFFERENCE
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