DevCom Academe

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Born in New York City in 1917

Professor of Sociology and International Communication at the

Massachusetts Institute of Technology

A senior research Associate of its Center for International Studies

Lerner suggested that exposure to Western media would create "empathy"

for modern culture, and a desire to move from traditional to modern ways.

The general theory posited a model of societal transformation for poor

countries made possible by embracing western manufacturing technology,

political structures, values, and systems of mass communication.

The mass media provided information about the modern west and vicarious

experiences of modern lifestyles to audiences in the postcolonial world



Professor and scholar in the field of Professor and scholar in the field of communicationscommunications

Milestones in Mass Communication Research was selected in 1999 as one of Milestones in Mass Communication Research was selected in 1999 as one of

the 10 most significant books of the 20th century in the field of massthe 10 most significant books of the 20th century in the field of mass

communication by the Association for Education in Journalism and Masscommunication by the Association for Education in Journalism and Mass

Communication.Communication.

He proposed theHe proposed the ³DEPENDENCY THEORY´³DEPENDENCY THEORY´ which merged out thewhich merged out the

communication discipline.communication discipline.

The basis of media¶s influence resides in theThe basis of media¶s influence resides in the ³relationship between the larger ³relationship between the larger

social system, the media¶s role in that system and the audience relationship tosocial system, the media¶s role in that system and the audience relationship to

media´media´

The degree of our The degree of our dependence on mediadependence on media and their content is the ³key variableand their content is the ³key variable

in understanding when and why media messages alter audience belief, feelingsin understanding when and why media messages alter audience belief, feelings

or behavior.or behavior.



³Mother of Developmental Communication´

A pioneering figure in the discipline of Development Communication in Asia

Graduated Magna Cum Laude with a BA in English from University of the

Philippines in 1950

She received the first Hildegard Award for Women in Media and

Communication last March 5, 2007

She gave birth not only to an academic discipline but to a new crop of scholars

in the field. Among her students were internationally known DevCom educators

and practitioners such as Felix Librero, Pedro Bueno, Antonio Moran, Alexander

Flor , Rex Navaro and Maria Cadiz.

Now, she serves mostly as a consultant, and founded the Nora C. Quebral

Development Communication Centre, Inc.



A communication scholar, sociologist, writer and teacher.

He is best known for originating the diffusion of innovations theory and for

introducing the term early adopter .

"Diffusion of Innovation´ theory from his research on how farmers adopt

agricultural innovations.

After pursuing a degree in agriculture, Rogers earned his PhD in Sociology and

Statistics at Iowa State University.

His doctorate work stemmed from both his personal interest in understanding why

farmers in Iowa, including his father, resisted using such new inventions in their

fields as high-yielding hybrid seed corns, chemical fertilizers and weed sprays aswell as how such new applications diffuse among farmers over time.

Rogers reviewed the existing studies on diffusion of innovations from educational,

medical and marketing domains and found considerable similarities among these

different disciplines

DevCom Academe

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