oa Communicare : Journal for Communication Sciences in Southern Africa - The passing of the dominant paradigm: looking back at Rogers
|Article Title||The passing of the dominant paradigm: looking back at Rogers|
|© Publisher:||University of Johannesburg|
|Journal||Communicare : Journal for Communication Sciences in Southern Africa|
|Affiliations||1 Department of Communication, University of Fort Hare|
|Publication Date||Jan 1990|
|Pages||55 - 67|
|Keyword(s)||Dominant paradigm, Rogers, Society and television|
In this paper an attempt is made to contribute towards a better understanding regarding the role and application of mass media (TV) with reference to developmental efforts. A theoretical and explorative overview will be posed dealing with three interlocking areas.
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