Dominant Paradigm.

Definition: 

Dominant Paradigm is a structure or series of strategies which promotes capitalism, free-market, automatization, industrialisation, urbanisation for development of third world countries through media. 

According to Dominant Paradigm strategists, well developed media sector is an indicator of national development (per capita income, literacy, urbanisation, and industrialisation). 

Background:

It developed after World War 2 in 1949. Because the question of development for lot of countries became pivotal. Countries like Germany, Italy, France, USSR were devastated by war. Besides, Asian and African countries were also in bad shape owing to colonial expliotation. So, the first world countries or economic planners has to do something for the development of these countries. That's why it was aligned with the development of media world. It means that improvements of the mind and thoughts of the peoples is only possible through the dissemination of thought about development through media. 

This is the western model of development predominant in 1960s and 1970s. This is the genisis of dominant Paradigm. It envisioned development as a challenge to bring the underdeveloped countries out of their condition of poverty by:

1. Modernisation of third world. 

2. Free market approach. And then development will come. 

The influence of dominant Paradigm was high during the cold war. And media became a battleground between USSR and USA in terms of development. But dominant Paradigm came from USA. So, political scientists promoted the idea of modernisation through media.

After World War two, Mass Media In USA concentrated on:

1. Ownership. 

2. Centralized in operation. 

3. More national in apporach. 

4. More pervasive in presence.

Dominant Paradigm says that development could be achieved by increased productivity, economic growth and industrialisation, through heavy industries, urbanisation, centralized planning, and capital intensive technologies (Robots or automation).

Developer of the theory:

Lerner and Wilbur Schramm developed and supported this dominant Paradigm. And implemented it in the media as early as 1964. They implemented the concept of dominant Paradigm in various fields of studies, advocated automation and technology for development and change. Learner amd Schramm felt that technology and automation is pivotal in development and changing the condition of third world. They made significant contributions in identifying the role of communication for technological development. The 'desired communication' is possible through media only.

The Question of underdevelopment:

The development community (supporter of dominant Paradigm) argued that the case of underdevelopment in the developing countries was not due to external causes; but due to internal causes present within the nation; for example, corruption, traditional beliefs, anti modern stances. They said phenomenon like globalisation, world war and capitalism were not responsible for underdevelopment.

On the contrary, when Britain occupied United India, it looted the latter and with these plunders started industrial revolution. So, it is not always internal conditions which impedes development.

To overcome these difficulties, the only Panacea is media.

Media's role is pivotal in development:

Lerner identified four indices of development:

1. Industrialisation

2. Literacy

3. Media exposure

4. political participation.

How media influences people to accept dominant Paradigm for development change?
                       OR

Media can influence us on three levels:

1. At the Cultural levels: 

Modernisation advocated for a change in the midset of individual in poor countries who had to abondon traditional beliefs. We should shun those beliefs which are hurdles to development and media helps in it. 

2. At the political level: 

It required staunch advocate of the Doctrine on liberalism based on political freedom and the adoption of democratic system. It means liberalism and democracy are essential for development. 

3. At the economic level: 

It required blind faith in the virtue power of free market, with no or minimal government intervention. For this the ethics of capitalism had to be propogated through channels of various media. 

According to a UNESCO study the minimum standard of mass media availability for every 100 citizen :

10 copies of daily newspaper. 

5 radio receivers. 

2 tv receivers. 

2 cinema seats.

Criticism of dominant Paradigm:

In response to the dominant Paradigm Paul Lazarsfeld revists kind of media theory which was known as "personal influence". His ideas was different from lerner and Schramm. He conducted a study and commented on the effects of media content and its conclusion that 'media are not important for having an influence on common people'.

Personal Influence is also known as Multi-step or two-step flow model is a theory based on 1940's case study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders, whom common people follow.