International communication
theories are effective in forming communication patterns using media forms.
It is necessary to learn to theories that are given below:
1. Modernization theory:
Modernization theory is a theory used to explain the process of
modernization within societies. The theory was coined by Daniel Lerner
becoming popular in the 1950s. Modernization theory is a description the
processes of transformation from underdeveloped societies to modern
societies. It states that underdeveloped countries can be brought to
development in the same manner more developed countries have.
Basic purpose:
The basic purpose of modernization theory was that humans were able to
change their society and this change was often facilitated by advancements
in technology, production, and consumption. It focuses that through economic
growth the changes in social, political, and cultural structures can be
made.
It demonstrated that development can be achieved through economic growth.
The communication was associated with the dissemination of information and
messages aimed at modernizing “backward” countries and their people.
Technology as the medium of change:
Modernization theory points out that the underdeveloped countries should
leave behind their historical agrarian lifestyles and adopt modern
industrial or technological lifestyles. This lifestyle would be able to feed
them and economic condition would be improved.
Communication technologies
are seen as the source of advancement when viewed through the lens of
modernization theory. New technologies often bring advancements in medical
care, food production, education, and disaster protection.
Industrialization:
Modernization and industrialization are often used interchangeably.
Industrialization involves the use of machines and increase in industries.
It involves increase in manufacturing as well.
Globalization and homogenization:
In the modern age, modernization theory looks at how new technologies and
systems are leading to a more homogenized world. It talks about the world of
globalization, where cultural mores and ideas are easily spread throughout
the world, leading to a sort of universal culture that serves as a baseline
for all cultures. As societies in the world modernize technologically,
cultures will also become more like one another. It can also help spread
social ideals of greater liberty and freedom.
Flow of communication:
The dominant paradigm of development model relied heavily on the traditional
vertical one-way model: Sender-Message-Channel-Receiver (SMCR). It included
one-way communication methodology from top to down.
Basic elements:
The model stated to invest in order to produce richer countries. It has four
basic elements:
1. Industrial development: It means to increase industries instead of
agriculture. Increasing the number of industries would make under developed
countries richer.
2. Capital Intense technology: It means to involve more mechanical work and
to bring more machines instead of man power. It was meant to replace labor
with machines.
3. Economic growth: Increasing per capita income would bring economic
development.
4. Quantification: It means to increase the quantity of machines and
industries first then quality will be improved.
Tools:
International mass communication could be used to spread the message of
modernity.
2. Dependency theory:
The Dependency theory emerged in the 1960s but became popular in the 1970s.
Dependency theory rejected the view of modernization theory. It argues that
underdeveloped countries have unique features and structures of their own.
It is not possible all societies progress through similar stages of
development followed by developed countries.
It states that the developed countries are in the situation of being the
weaker members in a world market economy and they are dependent on developed
countries for their economic growth. The developing countries are
continually fed by developing nations to improve their conditions.
Dependency theorists argued that:
a. Underdeveloped countries are needed to reduce their contact with the
world market.
b. This reduction would help them in finding their own way towards
development keeping an eye on their needs.
c. They should be less dictated by external pressures in order to develop.
Premises of the theory:
The premises of dependency theory are that:
a. Wealthy nations actively have a state of dependence by various means. The
dependency involves economics, media control, politics, banking and finance,
education, culture, sport, and all aspects of human resource development.
b. Poor nations provide natural resources, cheap labor, obsolete technology
and markets for developed nations without which the latter could not have
the standard of living they enjoy.
c. Wealthy nations also attempt to resist the influence of underdeveloped
countries by various means.
d. The developed nations actively keep developing nations in a subservient
position, often through economic force by instituting sanctions, or by
forbidding free trade policies attached to loans granted by the World Bank
or International Monetary Fund.
The degree of dependency:
Dependency theory also posits that the degree of dependency increases as
time goes on. Wealthy countries are able to use their wealth to further
influence developing nations to increase their wealth.
3. Structured imperialism theory:
Imperialism is a policy of extending one’s rule over foreign countries. It
is the creation and maintenance of an unequal economic, cultural, and
territorial relationship, usually between states. The rule is often in the
form of an empire, based on domination and subordination.
Imperialism theory is coined by Johan Galtung in 1971. Two terminologies are
used by Galtung: Centre nations and Periphery nations.
Center nations:
There is one Center group comprising twenty countries, which are high on
development dimensions. They are the developed nations of the world.
Periphery countries:
Then, there is a group of thirteen, predominantly Latin America, Periphery
countries which exhibit precisely the opposite pattern. They are relatively
poor in comparison to the central nations.
The vertical interaction from center to periphery is the major source of
inequality among nations. He explains that there is a special type of
dominance system among them which is called “imperialism”. Johan Galtung's
theory seems to convey true nature of the West's dominance in the
international communication arena. The developed countries are having
structured dominance over poor countries, working top to down. The
center-periphery relationships are maintained and reinforced by information
flow from top to down. For information flow, the "agenda-setting" function
of international media is playing its part in the development of third world
countries.