This book gives a comprehensive and critical account of the theoretical changes in communication studies from the early theories of development communication through to the contemporary critiques of globalization. It looks at the ways in which the media can be used to effect change and development, and traces the evolution of thinking from attempts to spread 'modernity' by way of using the media through to alternative perspectives based on encouraging participation in development communication. It explores the theory of media imperialism, the criticisms that it provoked, and its replacement as the dominant theory of international communication by globalization.
chapter 6: The Failure of the Imperialism Paradigm
The imperialism paradigm was not developed as a purely academic exercise. On the contrary, it was from very early on closely tied to a programme of action. The close link to action followed the precedents set by both the dominant paradigm and its participatory alternative. There was, however, an important difference. ...