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The Mass Media and Village Life assesses the actual and potential contribution of mass communication media to the process of development in the Third World in general and India in particular.
Despite the faith placed in the power of the mass media to promote desirable social change in the less developed countries, the impact of mass communication on development in India has been limited. The authors of this volume examine the reasons for this by studying the process of communication in Indian villages. Their conclusions are based on extensive anthropological studies of five villages in three Indian States which, taken together, provide a graphic account of Indian village life. These detailed case studies provide new insights into the role played by communication in the social processes that bear upon development. The study locates communication firmly within the socio-economic context of community life and offers both qualitative and quantitative data in support.
The authors conclude that the influence of the media is filtered through structures of inequality that themselves pose a major obstacle to change. Further, that locally-based rather than centralised strategies for communication show the most promise of success.
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`a highly readable book.... it should interest everybody who is interested in communication. A trend-setter which hopefully spawns more thinking and research in related areas. - Deccan Herald
`This book offers unusual details and insights into the role communication plays in the social processes that bear on development. These fascinating case studies provide both qualitative and quantitative data...′ - Development Communication Report
`The book reviews the theoretical debates and important research studies relating to economic, sociological, psychological and communication perspectives in Third World development....The contributions are valuable for planners, policy makers, communicators, extension workers, and others interested in developmental studies.′ - Media Development
`It is a book well worth having with its recent, voluminous data about evolving community structures under private and public development and pressures for change.′ - Journal of Development Areas
`a sensitive and scholarly work....Refreshingly, this book possesses what mass media literature about Third World countries generally lacks: a scholarly as well as a social mission. I recommend this text for courses in intercultural communication. Its clarity ought to place it on the `must read′ list for all communication scholars interested in international mass media.′ - Jobem
`The unique contribution of this study on the subject of communication and development is that it locates the individual not opposite to but within the existing communication patterns, which are equally made up by face-to-face interaction, group experience in social events, and mass media exposure.′ - Catholic Media Council Information Bulletin
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