Discussion
Which of the following dimensions does not guide the dominant paradigm of development communication ?
Answer: B
The dimension that does not guide the dominant paradigm is counter-culture.
The dominant paradigm of development, named and criticised by Everett Rogers in 1976, equated development with Western-style economic growth: industrialisation, capital-intensive technology, centralised planning and modernization of traditional attitudes, the model of Daniel Lerner and Wilbur Schramm. It was built on the capitalist growth model of the West, and it gave the mass media a role in national development that Schramm described as watchman, or surveillance of the environment, alongside policy and teaching roles.
Counter-culture, the rejection of mainstream values associated with the youth movements of the 1960s, is the opposite of this modernising, growth-driven vision, so it is the one dimension that does not belong.
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