Kazan tests several hypotheses on development communications
derived from the ideas of Marx, Toynbee, Lerner, McLuhan, Frey, and
Schiller, through three years of research he conducted in Saudi
Arabia, Oman, Bahrain, the United Arab Emirates, Kuwait, and Qatar.
He focuses on whether media content, rather than the process of
media exposure (i.e., vicarious exposure to different experiences),
is the decisive factor in cultivating modernity. Particularly,
Kazan examines whether Gulf media, which convey socially and
politically restricted "traditional" content in "traditional"
societies, cultivate attitudinal "traditionality" or "modernity."
Investigated are the differences in the impact of local, regional,
and foreign media, and various media organs--including newspapers,
magazines, radio, television, video, and electronic media. Kazan
also tests the notion of cultural imperialism, such as the degrees
of credibility that respondents lend to Western media, their
interest in and satisfaction with Western and regional media, and
the amount of time respondents allocate to Western and local media.
Specific media studied include the Voice of America, Radio Moscow,
Monte Carlo Radio, the BBC, Voice of the Arabs, Voice of the Arab
Homeland, Radio of the Islamic Republic of Iran, and the local
broadcasting services of each Gulf country. Dr. Kazan presents both
a review and a critique of classical and mainstream theories of
modernization in general, and those of development communication in
particular, to determine the degrees of validity, relevance, and
applicability of these theories to the development situation of
Gulf societies. Furthermore, Kazan develops an integrated mass
media effects modelthat factors in both macro and micro processes
that are dynamically interconnected, interdependent, and
continuously evolving and changing, to account for the impact of
media on modernity and development. Media impact, according to this
model, should be understood, not only in terms of the
socio-economic and psychological characteristics of the media
audience, but also in terms of the dynamics of the whole
socio-cultural and political system. Kazan concludes his study with
a critique of the Western paradigm of development and presents the
outline of a new paradigm of development that is more in harmony
with the new physics, with the ecosystems, and with social justice.
General
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