THE CHARACTERISTICS OF DEVELOPMENT

PARADIGMS: MODERNIZATION,
DEPENDENCY, & MULTIPLICITY


Ameyu Etana
Graduate student of school of Journalism and
Communication, Addis Ababa University
Ameyu Etana, May, 2014 Addis Ababa University, Ethiopia
Email: ameyuetana@gmail.com

Abstract
The name and concept of development was a bone of contention for many scholars on the globe,
mainly following the Second World War. Respectively, the modernization, dependency and
multiplicity paradigms were emerged having different approaches to development. Lamentably,
the first two paradigms were believed did not bring the desired development. Due to this, they
were exposed to many critiques. In contrast, the recent one multiplicity paradigm seems more
acceptable. However, no model is free from critique. Since, the field has not experienced a linear
evolution in which new approaches superseded and replaced previous ones; there is still a
possibility to use such models today. Therefore, this paper rigorously assessed the different
characteristics of modernization, dependency, and multiplicity paradigms.
Key Words: Development Paradigms, Modernization, Dependency, Multiplicity







I. Introduction
Though several scholars defined it differently, the following definition seems better define the
concept. Moemeka, A. (1994:12) stated, The application of the process of communication to
achieve development process or objective.
Accordingly, different development paradigms or models were emerged on which different
scholars have shown profound interests. These are modernization, dependency and multiplicity
paradigms. This paper will try to explore the feature of these paradigms
.
1. Modernization Paradigm (1945-1960s)

Meaning: It is the oldest and dominant paradigm founded in Western Neo-classical economic
theory. It was the first attempt to articulate the problem of underdevelopment. This paradigm
stresses the transfer of technology, socio-political culture of developed societies
(industrialization) to the traditional societies as the quickest means to let them enjoy
development. In other words, imitation of Westerns or Westernization is development.
Modernization paradigm advances the order notion that all traditional societies should pass
through similar stages in to be a modern society. This model is authority based, top-down,
expert-driven, non-negotiable, well-intentioned and it is all about vertical communication.
Development model and development content: Theorists like Daniel Lerner, Wilbur
Schramm, Walter Rostow, Everett Rogers, and others were much dealt with this model. Almost
all theorists of this paradigm stated the stage toward development, assuming their ways fits all.
Thats why it was called the stage or behavioral change model.
Development contents were, as cited in Pieterse, Jan N., according to Rajni Kothari, where
colonialism left off, development took over (1988: 143). This means much of the contents were
entertainment, news and trivial and not focused on development, mostly. Contents were based on
behavioral change and imported from West. I.e. democracy, education, industrialization, modern


agricultural practices, Western culture, urbanization, health and etc. In addition, broadcasting
system of the modernization paradigm privileged individualism, consumerism, patriarchy, white
male dominance, and many other westernized themes.

The messages were top down approach; perpetuating the very of Western as urban and powerful
elites controlled the media that is supposed to promote development.

The causes of underdevelopment: were internal to third world nations that can be cured by
external factors (by technological aid). Lack of (information, knowledge, big capital, expertise,
and modern social organizations), indigenous culture, backward technology, corruption,
traditional values and attitudes are all causes of underdevelopment. Anything against industrial
development was assumed as the cause for underdevelopment.

How to effect development: evolution terminating which involves a phased, lineal,
irreversible, progressive, and lengthy process modeled on the development paths of the
developed world. In addition to, resembling Western is assumed a short cut to development;
traditionalism, bad taste, superstition, and fatalism which were obstacles have to be removed. On
the other hand, the massive transfer of capital, ideology, technology, and know-how, a
worldwide Marshall Plan, and a green revolution are the means of modernization/development.

Where development is applicable: as it is centralized state model, development is applicable
mainly at cities or centers of south hemisphere countries. I.e. individuals from higher
socioeconomic strata living in cities and towns (metropolitan).

The role of media communication: Because the problem of underdeveloped regions was
believed to be an information problem, media communication was presented as the instrument
that would lead directly and play a central role to solve it. Later, even seen as, the proxy to
development. The media were both channels and indicators of modernization. They are
motivators and movers for change and modernization since the mass media could speed up and ease
the long slow transformation.



The most significant in explaining the role of communication in this paradigm are Daniel Lerner,
with his concept of empathy, Everett Rogers with his idea of Diffusion of innovations and
Wilbur schramm with the importance of mass media in modernization process in persuading the
receivers to adopt it and termed it as the magic multipliers, therefore, the mass media was
regarded as, mobility multipliers.

Critiques on Modernization paradigm: Albeit efforts had been made by Western scholars,
at last, what ought to be seen was lacked though there were some improvements. I.e. education,
health, and agrarian practices improved in the southern hemisphere.

In a nutshell, it ignored indigenous ways, historical and cultural traits of third world nations,
focuses on individual level, ignored the issue of media ownership, control, content, and structure,
at the expense of these, contents were based on, mostly, Americanization. On the other hand,
lack of participation is a failure for dominant paradigm. In addition, it promoted external causes
of poverty and underdevelopment, and blames the victims themselves for their poverty.

2. Dependency Paradigm (Late 1960s to 1980s)

Meaning: This paradigm came as counteract to dominant paradigm and it is the first
development theory that was formulated in poorer nations. The chief architect of dependency
theory was Raiil Prebisch, an Argentine economist. This paradigm was informed by Marxist and
critical theories and highly focused on the effects of dependency.

Theorists of this paradigm believed underdevelopment is a result of the world process of capital
accumulation and it cannot be seen apart from development. Dependency paradigm is well
known for its cultural imperialism approach that proposes a dominant sociopolitical group
influences and shapes the culture of weaker groups, or nations, through mass media and other
practices and institutions.
Development Model and Development Content: Herbert Schiller and others stated the
foundation for a theory of cultural imperialism. It rested on three key ideas: first, in a free market


the economically powerful will become more powerful while the poor will get poorer, second,
further concentration of media ownership will influence and reduce the variety, plurality, and
type of messages in the media, and third, media technology is a social tool, created and used for
sociopolitical means and economic ends (Cited in Mcphail, T.L.2009 :24).

Theorists like Paul Baran, Andre Frank, Cardoso, paul Prebisch, Paulo Freire, Dos Santos, Samir
Amin, Beltran, Diaz-Bordenave and others were forerunners of the paradigm. Development
contents were focused local industrialization, political revolution, mass mobilization, socialism
themes and extensive coverage of local issues and others, though there were also imported
programs from Second world nations.

The causes of underdevelopment: External; political or underdevelopment caused by their
reliance and dependence on more economically developed countries. I.e. capitalism. The flip
side of developed world became underdevelopment for the third world nations. The developing
world politically and culturally dependent on Western nation particularly US.

How to effect development: Dissociation (political, economic and cultural self-
determination) strategy for developing nations from world market and information system and
develop a self-reliant development strategy. A change in media structures, break away from the
capitalist system and turn towards socialist system are stated by proponents of the paradigm.
Unlike modernization, which gave emphasis to economic struggle, dependency reflects the
guest for political struggle (the way out and heading for socialism).
Where development is applicable: National and international. Nationally, developing
countries on the periphery were to become economically self-reliant and less dependent on
foreign imports. Internationally, they would form alliances among themselves to create a
stronger political presence. The ultimate goal would be to change the overall international set of
relationships by forming a bloc of many countries with similar aspirations.

The role of media communication: put the media in the service of the people to promote
national and public goods rather than as pipelines for capitalist ideologies. This paradigm did not


undermine the role of media for development; rather, departure was on the balance of
information flow and the creation of self-reliant media system instead of relying on Western
media outlets to support development albeit greater state control.

Moreover, mass media were not independent variables but seen as dependent on environmental
factors and concerned more with revolutionary theory of the press. Their communication model
was basically the same with modernization as a one-way Communication flow, with the main
difference between the two theories being who was controlling and sending of the message and
for what purpose.

Critiques of Dependency paradigm: Dependency theory also commits the fallacy of
composition by equating economic development with development. This is partly because it
deems import substitution industrialization as a key pathway to development. Secondly, its
core/periphery dichotomy serves merely to analyze the structure of economic relationships
between the developed and the Third Worlds. Hornick, (1998) stated two broad categories for its
failure, Theory failures and program failures.(Birhanu,2009: 136). In contrast, McAnany
(1983:4) characterized dependency theory as ... good on diagnosis of the problem ... but poor on
prescription of the cure (Cited on Servaes, J. 2008:163).

Hence, the inability of explaining fully the causes of underdevelopment, inability of offering
relevant alternatives for development and communication; and reliance on historical, political,
material analysis of dependistas was the most crippling weaknesses of dependency block.

Similar critiques on Modernization and Dependency Paradigm: they have things to
share, especially in their use of media and communication, which is elitist, linear and top-down
process for both of them. Both theories make the mistake of treating LDCs and capitalist
societies as homogeneous ignoring the difference of their nature. Additionally, both
overemphasized on quantitative criteria to the exclusion of social and cultural factors, and again
both, too economically focused and for not paying enough attention to social and cultural factors.

3. Multiplicity Paradigm (Since 1980s)



Meaning: This paradigm is also referred as participatory communication for development or
another development. It came up with a new say which stresses, one way or another, there is
interdependence of nation states. Development is an integral, multidimensional, and dialectic
process that can differ from society to society. This paradigm emphasizes on cultural identity.
Therefore, development problem is a relative one. Servaes labeled this theory of development as
The best of both world views.

This was the first time that greater emphasis had been put on the interpersonal channels.
Therefore, participatory communication model emphasize people as the nucleus of development.
Unlike, modernization paradigm, it encourages the subject to be the active participator people
centered approach. Therefore, we can call it as bottom-up approach or horizontal communication
to development as it depends on dialectic process.
Development Model and Development Content: Development is assumed
multidimensional as it includes social development and good governance, eliminating poverty,
developing democracy, and others, other than economic growth or the struggle to be free.

In Multiplicity Paradigm more attention is paid to the content of development, which implies a
more normative approach. It favors a multiplicity of approaches on the context, the basic, felt
needs, and the empowerment of the most oppressed sectors of various societies at different
levels. I.e. Cultural identity, local knowledge and capability, gender equality, empowerment,
good governance, participation, human right, eradication of poverty, basic needs, and
democracy.

The causes of underdevelopment: Internal as well as external factors inevitably influence
the development process. Development has to be studied in a global context, in which Center
and Periphery, as well as their interrelated subdivisions, have to be taken into consideration.
(Servaes, 2002: 271).



How to effect development: By giving choice for local people and by contextualizing
development issues. Participation, mobilizing and giving much emphasis for the public will bring
the intended development.

Where development is applicable: Locally. In addition, since development is carried out
interdependently, applicable regionally, nationally, as well as at international levels.

The role of media communication: Participatory approaches give much emphasis to poor
people so that to make them active participants in their own development. In the participatory
model, communication is a process, not a series of products. The role of mass communication
here was to narrow the knowledge gap between the information rich and the information poor.
Moreover, communication was considered as a catalyst for change and assumed vital of mass
media when used in non-commercial and non-Western style of communication.

The participatory school (alternative paradigm), which rejects the two extremes (imitation and
dissociation) advocates a two way communication through creating a media landscape that could
relate to the grassroots specific realities and needs. Therefore, as a social institution, the ultimate
goal of communication for development is to democratize citizens and cause positive, effective
and sustainable change in a society. People empowerment, mutual understanding, creating
awareness, dialogue, initiating for participation and mobilization as well.

The critics of Alternative Development have focused on the inadequate concern with the role of
external factors and the process of globalization.

II. Conclusion
As mentioned so far, since 1940s, different works of scholars in different models have been
entertained towards bringing development. However, no model is free from critique. Since, the
field has not experienced a linear evolution in which new approaches superseded and replaced
previous ones there is still a possibility to use such models.



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