Mass Communication and Modernization

The modernization theory links back to the past spread of communication, as well as a reminder of a lesson for the future. According to Thussu, the modernization theory stems from the idea that mass communications is used to “spread the message of modernity and transfer the economic and political models of the West to the newly independent countries” (43). Media is seen as a mode of modernization, speeding up the slow social growth by allowing “mass media to transform traditional society” (43). I find it quite interesting that this study of the path of development, beginning, in the 1960s, stems from the idea of bringing Western norms to Eastern European and African countries as a way to eradicate the notions of ‘backwardness’ from society (43).

While the theory might be a relatively new concept,, this usage of international communication as a means of transmitting ‘correct’ ideology is not a new one. Going back to our discussion of the history of communication, take for example, the Catholic church spreading their message of Christianity throughout Europe in the sixteenth century, as discussed in the historical chapter of Thussu’s work, International Communication: Continuity and Change. It is fascinating that the modernization theory assumes that the media is actually a neutral force in development, since we have discussed the fact that the general population is not a passive recipient of media content. Instead, we now understand that the process of media transmission is a two-way discussion: yes, media may be persuasive, but we also influence, to some extent, what content is available.

And yet, some media runs the risk of becoming more of a political attempt to change the values a country, rather than simply being an aid to development. Thus, I would have to conclude that the modernization theory aligns itself more with the concept of ‘Americanization’. While American companies try to aid development by bringing technologies to developing nations in an attempt to better the existing culture, it is seen instead as forcing American culture onto others. This is a fine line to walk,and is something that development agencies should keep in mind in the future.