Blackwell Reference Online

Extract

Most approaches to →  development communication are grounded in economic frameworks concerned with how material resources are allocated in society. The dominant →  modernization philosophy aims to maximize individual opportunities for material gain, while critical perspectives argue for just distributions of resources and against the inequities of capitalist systems. Both literatures usually fail to consider non-material aspects of people's lives, thereby neglecting a vital resource for empowerment and social change (→  Communication Strategies for Empowerment ; Planned Social Change through Communication ; Secular Social Change ). Modernization is grounded in neo-classical economic theory and Enlightenment philosophy, which privilege the →  Public Sphere of reason, science, technology, economics, and politics, and devalue other areas of human experience. Modernization therefore assumes that development should address material needs, whereas religion speaks primarily to spiritual needs, which may conflict with material gain. Material development goals require a set of communication strategies. In large projects, campaigns usually are planned in a highly rational and systematic manner via →  social marketing research. Religion is seldom considered except as a barrier or a resistance point (e.g., to family planning or HIV prevention) that needs to be overcome by research-based ... log in or subscribe to read full text