ArticleAuthors: Nora Cruz Quebral (2006)
The thinking behind this article jelled in that period before the 1970s when the modernization theory of development still ruled but had lost some of its luster. ‘Communication’ then was a word used mostly by academics to connote media systems or the mass media, also known familiarly as ‘the press’. With its perceived capability to directly affect large, passive audiences, communication for development was expected to diffuse from elite sources information to raise expectations, unify diverse groups; and persuade people to shed traditional attitudes, learn new skills, and adopt technological innovations.
But in developing Asia and Latin America, native experience was not in sync with... 
