Numerous theories have been developed to understand the role of media in societal development.

Several scholars have managed to bring to light different theories.

One should consider the modernization is theory that suggests that the media plays a crucial role in
facilitating societal development by spreading information, knowledge, and ideas. According to Giddens
(1990), modernity is inherently globalizing, that is it spreads across the world, creating one uniform
culture. It argues that media exposure can help traditional societies transition into modern ones by
promoting social progress, technological advancements, and economic development. Modernization is
a homogenizing process, in this sense, one can say that modernization produces tendencies toward
convergence among societies, for example, Levy (1967, p. 207) maintains that : “as time goes on, they
and we will increasingly resemble one another because the patterns of modernization are such that the
more highly modernized .societies become, the more they resemble one another”. (One should also
consider that the Modernization theory is also viewed as sociological theory that reveals that societies
progress through a series of stages, with each of the stages characterized by a particular level of
technological and social development. This theory also highlights that as societies are modernized ,they
experience social change, that is the rise of democracy, individualism, and secularization. Modernization
is also predictive: democracy appears in those societies that are able to ‘replicate the original transition’
to capitalism (Roxborough 1979) and become enmeshed in global economic structures. It also highlights
that modernization is a necessary step towards economic and social development, and that societies
that lack modernization will be left behind. However, modernization has also been criticized for its solo
focus on Western values and its failure to account for cultural differences between societies..

Secondly one has to consider the dependency theory which is a contrast to modernization theory. It
emphasizes on the negative impacts of media in development. It states that the media, is mostly
controlled by the elite as it perpetuates a state of dependence and inequality in developing the
countries by disseminating cultural values, ideologies, and information that serve the interests of
dominant The dependency theory is also an economic theory that suggests that a country's
development is dependent on its natural resources and the demand for those resources from
industrialized countries . It states that countries that have abundant natural resources such as raw
materials and minerals are more likely to develop faster than those that do not. However one should
consider that these countries may become trapped in a cycle of dependency, where they rely on the
export of these resources to developed countries for their economic growth, while not developing their
own industries or technologies. The theory highlights that this dependency can lead to unequal
economic relationships between developed and developing countries, where the former exploits the
resources and labor of the latter, leading to a widening gap between the two. The dependency theory
has been opposed for its focus on natural resources and failure of attention to other factors that
contribute to development, such as human capital, institutions, and infrastructure.nations.
The agenda-Setting Theory is also an issue to consider as it highlights the media's influential role in
shaping public opinion and setting the agenda of societal discussions. It reveals that media
organizations have the power to determine which issues are significant and worthy of public discourse.
By emphasizing certain topics and downplaying others, media can influence the development of
collective opinions and public policies.The agenda-setting theory as it deeply recognized theory in the
field of media development that analyzes the influence of media in shaping public opinion and
determining which issues receive attention in society. This theory posits that the media has the power to
influence the public's perception of reality by choosing which topics to prioritize and cover extensively,
thereby setting the public agenda.

The agenda-setting theory plays a crucial role in understanding how media institutions can shape the
narratives and discussions within a society. It also highlights the power dynamics that exist between
media organizations, policymakers, and the public. This theory asserts that media institutions, through
their selection and presentation of news and information, have the ability to influence public behavior
and decision-making.

They should note that , the agenda-setting theory suggests that the media does not necessarily tell the
audience what to think, but rather what to think about. It presents the media's role in determining the
salience and prominence of certain issues, while neglecting or downplaying others. By setting the
agenda, the media can shape public perception and policy priorities, as public attention is directed
towards issues that receive extensive media coverage.By recognizing and addressing the dynamics of
media agenda-setting, we can work towards a more informed and participatory society.

The Participatory Communication Theory emphasizes on the importance of active participation and
engagement of communities in the media development process. It supports democratization by
advocating for increased access to media tools and platforms, empowering marginalized voices, and
fostering dialogue between media producers and consumers. It recognizes the potential of media to
strengthen social cohesion, promote civic engagement, and support grassroots development initiatives.
The theory aims at enforcing various inclusive and exclusive democratic communication processes such
as Participation, Dialogue, Empowerment, Local Context and Social Change.

The first process is participation, where there is emphasis in the importance of including all stakeholders
in the communication process, even those in marginalised societies and also those affected by certain
policies. It recognizes that everyone’s view, idea and experience is valuable and can be useful in the
development process.

In relation to the above, Dialogue is also another process in the Participatory Communication theory.
The theory encourages open and inter-communication, where people take part in very educative
conversations with each other. Dialogue gives room for exchange of diverse perspectives, understanding
and the co-creation of knowledge. Empowerment is a process within the theory where citizens and
communities are empowered by being given necessary skills, information, resources and opportunities
to actively part in decision making processes. The theory aims at enhancing the capacity of individuals
to express their needs, aspirations and concerns.

There’s also the local context where theory emphasizes the importance of considering the local situation
in communication processes. It accepts and acknowledges that societies have different and unique
cultural, economic and communication practices. Social change is a part of the theory, where the major
goal is to contribute positively to social change by challenging and questioning power imbalances,
promoting social justice and fostering inclusive development.

These theories reveal the relationship between media and development. They highlight the complex
dynamics and power structures involved in the dissemination and reception of media messages, and
offer insights into the implications for societal progress and transformation. It is important to critically
examine and evaluate these theories while considering specific historical, cultural, and socio-political
contexts to gain a more comprehensive understanding of the media's role in development.

Reference list

Giddens, A. (1990) The Consequences of Modernity (Cambridge: Polity Press).

Levy, M. (196$7) Social Patterns and Problems of Modernization. (Englewood Cliffs, New Jersey:
Prentice-Hall

Participatory Communication Research Network (PCR) - www.participatorycommunication.net

Roxborough, I. (1979) Theories of Development (London: Macmillan – now Palgrave).

Servaes, J. Patenanee, M. (2008) Participatory Communication: The New Paradigm?