![Sample our Arts journals, sign in here to start your access, latest two volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/110799/TOC-Subject-Sample-2021-Arts.jpg"})
abstract
Mass media potential rests in its ability to repeat messages to wide audiences. However, when such multiplied messages are intended for development, modernisation or social change, one is inevitably confronted with a contradictory dilemma. Agricultural development or planned parenthood does not happen nationally but locally. Viewed in this way, the multiplication of centralised information loses lustre and effectiveness at the level at which action is aimed.
Additional information
Notes on contributors
K. E. Eapen
Mr. K.E. Eapen is head of the department of communication at the U.V. College of Engineering, Bangalore, India. This is a brief report of an exploratory study on “Communication, the Churches and Development” which the author coordinated in Zambia and Indonesia under the general supervision of Professor James Halloran, Director, University of Leicester Centre for Mass Communication Research. Field work for this project was funded by the Kirchliche Entwicklungs Dienst Mittelausschuss through the World Association for Christian Communication.