Mass Media as a Deceptive Planning Tool for Promoting National Development.

Abstract

Joseph Klapper`s Reinforcement Theory(1960) says media rarely have any direct effects and are relatively powerless when compared with other social and psychological factors such as social status, group membership, strongly held attitudes, education etc.

Mass communication ordinarily does not serve as a necessary and sufficient cause of audience effects but, rather, functions among and through a nexus of mediating factors and influences.

However, following the dominant paradigm of development which says development can mostly be achieved through using mass media to disseminate information regarding technology to the masses; all nations` governments have embarked on using mass media to disseminate information regarding new development projects/programmes with the sole aim of promoting human development. This is not achieved in most cases.

Therefore, this paper intends to examine reasons why mass media are tools of deception for promoting human development, identifies the role of mass media in promoting national development. It also recommends the planning authority in each nation to integrate mass media with Theatre for development. This will help the planning authority to use mass media to disseminate information that comprises of people`s opinions and their set priorities for human development thus achieving national development. This is because development is best achieved through participatory planning approach.