Rogers, E 2006, 'Communication and development: The passing of the dominant paradigm', in A Gumucio-Dagron and T Tufte (eds.), Communication for social change anthology: Historical and contemporary readings, Communication for Social Change Consortium, United States of America, pp. 110-126.

Rogers traces the origins of dominant development concepts from the 1950s, the hype of the highly materialistic and economic-centered modernisation paradigm, to the 1970s when the participatory paradigm surfaced in the development discourse. He also discusses new roles for communication. Rogers notes the highly top-down communication approach, characteristic of the modernisation paradigm, hardly brought forward the much needed development. Future directions of DevComm should focus more on self-development, communication effects gap and the role of the new information and communications technology. For research, low cost research studies are encouraged to minimise influence from the funding agencies thereby coming up with results that are more reflective of the concerns of the community, more emphasis on field experiments than surveys and focus on interpersonal networks rather than individuals as subjects of study. Everett Rogers is a prominent figure in development communication, and the forerunner of the diffusionist paradigm that continues to win some followers in technology transfer despite being widely contested worldwide.

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