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The cogency of Melkote's ‘another development’ for development communication in the third world

Ilu, Ismaila Yunusa and Olawale, Fatai (2014) The cogency of Melkote's ‘another development’ for development communication in the third world. Procedia - Social and Behavioral Sciences, 155. pp. 242-247. ISSN 1877-0428

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‘Development’ has continued to influence the world politics, economy and communication.It is an instrument of hegemony by Europe and the West against the rest of the world for stereotypical political and economic analysis.It has dressed communication in controversies regarding sustainable communication for development through the deployment of mass media and ICT in Africa.Scholars like Srinivas Melkote have submitted reasons for communication failure in this regard.He has hypothesized better communication strategies to salvage the Third World.By investigating Melkote, this paper established that to fix the distortions of the dominant paradigms communication policies, designs, plans and projects implementation in Africa, development communication must be indigenous.

Item Type: Article
Additional Information: International Conference on Communication and Media 2014 (i-COME’14), Organised by School of Multimedia Technology and Communication, UUM, 18 - 20 October, 2014, Holiday Villa Beach Hotel and Resort, Langkawi, Malaysia.
Uncontrolled Keywords: Dominant; paradigms; development communication underdevelopment; hegemony
Subjects: P Language and Literature > P Philology. Linguistics
Divisions: School of Multimedia Technology & Communication
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 20 Jan 2015 01:29
Last Modified: 18 May 2016 00:39
URI: http://repo.uum.edu.my/id/eprint/13030

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