The multiplicity model of developmental communication was advocated by
(A) Jan Servaes
(B) Lucien Pye
(C) Shirley White
(D) Bella Mody
Correct Ans: (A)
Explanation:
Jan Servaes advocated the multiplicity model of developmental communication. He emphasized that no single approach works for all societies. Instead, communication should be participatory, culture-sensitive, and tailored to local needs. This model challenges the dominant modernization theory, which assumes that mass media alone can drive development. Servaes argued that development should be people-centered, involving local communities in decision-making.
Unlike earlier models that relied on a top-down approach, the multiplicity model promotes dialogue and grassroots participation. It highlights the importance of local traditions, languages, and knowledge systems in communication strategies. Servaes believed that each society has unique communication needs, so strategies must adapt accordingly.
This model is crucial for social change, especially in developing nations. It recognizes that media and communication must reflect cultural diversity rather than impose Western ideologies. The approach also encourages the use of both traditional and modern communication methods.
In summary, the multiplicity model shifts focus from a one-size-fits-all strategy to a flexible, community-driven process. It fosters sustainable development by ensuring that communication serves the real needs of people rather than imposing external solutions.
