MassCom Digest: Notes, Theories & Media Trends

Social system can be defined as: “A set of inter related units, different in functions but its joint in the problems solving to accomplish a goal.” There are two types of social systems.” 1. Traditional Social System. 2. Modern Social System.  CHARACTERISTICS OF SOCIAL CHANGE â There is a lack of favorable attention towards the change. â The people of this system are less developed and have a simpler technology. â They have little relations with the outsiders. The nature of their relations is emotional and traditional. â The dwellers of this social system are usually less educated. â There is no concentration on the role and the development of the outsiders. â Lack of liberty. CHARACTERISTICS OF MODERN SOCIAL SYSTEM u They have a positive attitude towards the change. u They usually have well developed technology. u High level of liberty. u Good relations with the outsiders. They develop reational and business oriented relation. *The Soc...

ROLE OF MASS MEDIA IN DIFFUSION OF INNOVATION Diffusion of innovation is dynamic topic and is related with the study that how the innovations are made known and are spread throughout the society. It can be defined as   “ THE PROCESS BY WHICH AN INNOVATION IS COMMUNICATED THROUGH CERTAIN CHANNEL OVERTIME AMOING THE MEMBERS OF SOCIAL SYSTEM” Types of Diffusion of Innovation.    Centralized The process of diffusing the innovation under the supervision of the government sector.   Decentralized This is not under the supervision of the government secor but is under some unit of society, any organization or by any private sector. Element of Diffusion of Innovation. There are four elements of this process 1.INNOVATION 2.CHANNEL 3.TIME 4.SOCIAL SYSTEM   Innovation It can e defined as “Any idea, practice or object which is perceived as new by an individual or any other unit of adoption. For example if government decides to change its ...

Development Communication & Social Change Any change in the structure of the social system is called social change Steps in Social change: Introduction of innovation Diffusion Consequences. Introduction of innovation §In this step an innovation ( an idea, object or practice ) is created and developed DIFFUSION §In this step that innovation is communicated and diffused among the members of the social system. Consequences §After the diffusion of innovation the result is either adoption or rejection of innovation. As the change agencies get positive or negative responses from the target audiences, they decide weather to continue their program or give it a different dimension. Categories of Social Change imminent change  When an innovation is created, developed, communicated and diffused by the member of social system within their own society or system without or little influence of the externals is called imminent change. Contact Change   When an innovation is ...

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...

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 sci...

Development communication refers to the use of communication to facilitate social development. Development communication engages stakeholders and policy makers, establishes conducive environments, assesses risks and opportunities and promotes information exchanges to create positive social change via sustainable development.Development communication techniques include information dissemination and education, behavior change, social marketing, social mobilization, media advocacy, communication for social change, and community participation. Development communication has not been labeled as the "Fifth Theory of the Press", with "social transformation and development", and "the fulfillment of basic needs" as its primary purposes. Jamias articulated the philosophy of development communication which is anchored on three main ideas. Their three main ideas are: purposive, value-laden, and pragmatic.Nora C. Quebral expanded the definition, calling it "the ar...