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The Role of Mass Media as Magic Multiplier

Mass media was seen as a "magic multiplier" for development in the 1960s by spreading information quickly and widely. However, the analysis found that while mass media was effective for raising awareness, interpersonal communication was more influential for decision-making and behavior change. For development communication to be effective, it needs two-way communication and feedback from users to implementers to ensure it is meeting its goals.

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Tanmay Mahajan
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119 views12 pages

The Role of Mass Media as Magic Multiplier

Mass media was seen as a "magic multiplier" for development in the 1960s by spreading information quickly and widely. However, the analysis found that while mass media was effective for raising awareness, interpersonal communication was more influential for decision-making and behavior change. For development communication to be effective, it needs two-way communication and feedback from users to implementers to ensure it is meeting its goals.

Uploaded by

Tanmay Mahajan
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
  • Magic Multiplier
  • Decade of Development
  • Mass Media and National Development
  • Arguments for Magic Multiplier
  • Communication Channels and Mass Media
  • The Role of Mass Media
  • Analysis of Magic Multiplier
  • Feedback and Communication
  • Conclusion

Magic Multiplier

UN declared the 1960s as “the Decade of Development”


• UN agencies, Western Europe and the US were generously
funding research
• The international communication research inspired by the
modernization theory discourse shaped university
communication programmes and research centre globally
• This “administrative research” failed to analyze the political
and cultural context of international communication (lazarfeld,
1941)
Wilbur Schramm- Mass Media and National Development
Blue print of Development communication (1964)
Media output as having potentially -modernizing effects
Content that was the key to their use in development.
Media- Magic Multipliers
"Social change of great magnitude is required.
Arguments for Magic Multiplier/ Need
1 To achieve it, people must be informed, persuaded,
educated.
Information must flow, not only to them but also from them,
so that their needs can be known.
Participate - acts and decisions of the nation-building; and
must also flow vertically so that decisions may be made.
Individual could have information required by the
work that he would undertake.
And there might be thousands and lakhs of workers
requiring various information.
Therefore, modern communication technologies
would be of great use to meet this demand by
multiplying the messages and reaching each and every
worker.
2 As the required amount of information and learning is
vast so the targeted population.
Work should be organised and skills should be learnt at
all levels of society for better utilization of the resources
of society.
3 The conventional channel of communication would never be able to meet this demand.

The available channels of communication like interpersonal,


group-communication, traditional media are incapable to
undertake this task, as this will require a lot of time and
resources.
For a developing country, it’s difficult to gather a large pool
of resources and wait for such a long time.
Mass media with its magical reach can do this job in less
time and resources.
Mass Media is called the magic multiplier
Its output does have great potential and modernizing effect.
It is their content that is the key to use in development.
Mass media are important in spreading awareness of new
possibilities and practices, but at the stage where decisions are
being made about whether to adopt or not to adopt; personal
communication is far more likely to be influential.
Mass communication is less likely than personal influence to
have a direct effect on social behaviour
Analysis of magic multiplier

1. The audit found that the mass media succeeded in


reaching a vast majority of population in less time and
resources.
2. Mass media as a magic multiplier did a commendable
job in spreading awareness
3. It was found that persuasion, motivation and education is
best achieved by close interactions which is possible in
inter-personal, group-communications etc.
Feedback is required when one uses communication for
development.
It should be two way communication
The users should be able to give feedback to the
implementers.
This would help the implementers to find out whether or
not the communication is meeting their purpose or aim.
Conclusion
Use of latest technologies is required to supply large
amounts of information to large number of people at one
time and in modern formats.
Mass media
Multimedia platforms

Magic Multiplier
UN declared the 1960s as “the Decade of Development” • UN agencies, Western Europe and the US were generously funding resear
Wilbur Schramm- Mass Media and National Development Blue print of Development communication (1964) Media output as having po
Arguments for Magic Multiplier/ Need 1 To achieve it, people must be informed, persuaded, educated. Information must flow,
Individual could have information required by the work that he would undertake. And there might be thousands and lakhs of w
2 As the required amount of information and learning is vast so the targeted population. Work should be organised and skil
3 The conventional channel of communication would never be able to meet this demand. The available channels of communication
Mass Media is called the magic multiplier Its output does have great potential and modernizing effect. It is their content
Analysis of magic multiplier 1. The audit found that the mass media succeeded in reaching a vast majority of population in l
Feedback is required when one uses communication for development. It should be two way communication The users should be

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