COMMUNICATION IN NATIONAL DEVELOPMENT: THE USE OF THE MASS MEDIA IN RURAL DEVELOPMENT

摘要

To mobilize the vast illiterate masses of rural developingudcountr ies, extensive change in knowledge and attitudes areudneeded. Earlier attempts to achieve these fundamental targetsudthrough the face-to-face method (using extension servicesudagents, public enlightenment officers and literacy teachers),udproved ineffect ive because of prohibitive costs, shortage ofudgood extension agents and too large rural target populations.udCommunicationwise the mass media information carriers areudincomparably more efficient, but their early use also proved toudgi ve little real results. The explanation is to be found in theirudimproper use primarily for professionals or the governmentudinstead for rural masses themselves.udInstead of centralized mass media (TV, radio, newspapers), forudthe sake of development. decentralized formats should be usedudi~ which local people, aided by local experts produce programsudanswering their own problems. The access must be enhancedudby introducing the viewing centers (for TV) and reading groupsud(for newspapers ). At the same time the support in the form ofudtraditional, interpersonal channels should be created, especiallyudsocial forums, mar ket and school channels.udThe paper finally proposes the types of programmes for theudthree mass media channels in each of the three developmentaludstages (mobilization, implementation, consolidation).