Date of publication: 2017-08-31 20:04
The task of communicator is to be like a clear glass window through which people can see (we do not really create anything, we help people to see that is there) not a stained glass window that invites attention to itself but blocks the view. This holds whether we communicate by writing, photography, design or artwork, etc.
But for more immediate development needs, it is necessary to reach the decision-makers of today. These are mostly out of school. They are out of school because they have finished schooling, or have interrupted their schooling, or have never been to school. But it is they – not the children in the classrooms – who make today’s decisions. They decide whether there will be another baby in the family. They decide whether to use fertilizer in their fields or not. They decide what kind of food will be on the family table. They form the character of children more than any school can do. Their tastes, their habits of saving and consumption can make or break the economy.
Cultivation Theory argues media shapes a persons sense of reality. Because many acquire information through mediated sources rather than direct experience, their world view becomes influenced by these sources. For example, Cultivation Theory suggests that people who would be defined as heavy television viewers see the world as more violent that it actually is.
A TOTAL APPROACH
In short, development really means developing people. Then the people will change their environment, including their social and economic environment.
One of the banes of modern mass production techniques despite their obvious benefits is that they tend to dehumanize people and turn them into “masses”.
Social values are also often undermined by the official educational system, since information disseminated by books in public schools is embedded with prejudice and stereotypes that, for example, overvalue men in detriment of women.
8775 Frames 8776 are defined as the way in which we interpret media presented to us, and that these frames function as a way to organize social meanings. Since the media decides what we view and how we view it, they also influence the way in which we interpret information. In a sense, they tell us what to think about, and how to think about it.
The novelist Amy Tan describes the different starting points of English and Chinese this way: "I try to explain to my English-speaking friends that Chinese language is more strategic in manner, whereas English tends to be more direct an American business executive may say, 'Let's make a deal,' and the Chinese manager may reply, 'Is your son interested in learning about your widget business?' Each to his or her own purpose, each with his or her own linguistic path."
 These points are taken from Michelle LeBaron, Bridging Cultural Conflicts: New Approaches for a Changing World (San Francisco: Jossey Bass, 7558)
We need a total human development approach, even if our immediate goal might be economic development. The latter, of course, is not the end in itself, but only a means to enable human beings to live more humanly. For a man may be rich and still live like a pig. Economic development doesn’t help him.