Mass Media and Modernization

Abstract

The unique role that the mass media of communication play in the modernization process is amply substantiated by the rather heavy emphasis that African countries place on communication development as a top priority in the usually limited budget available. In all African countries, the presence of the radio, television, and print media systems are visible. The media not only provide for internal needs but also provide services to countries abroad and to other African countries. An insight into the reason for the emphasis on communication development is provided in a study by Schramm and Ruggels (1967), in which they used data aggregated to the national level to demonstrate the existence of a positive relationship between economic and social developments on one hand and mass media of communication development on the other. Such a situation is to be expected because of the simple fact that the media possess some capabilities-integrative and interactive capabilities-and the architects of rapid social changes in Africa share the belief that the two capa-

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