The notion of multiplicity of paradigm is elaborated by
(A) Majid Tehranian
(B) Denis McQuail
(C) Thomas L. Jacobson
(D) Jan Servaes
Correct Ans: (D)
Explanation:
Jan Servaes thoroughly elaborated the notion of multiplicity of paradigms in the field of communication for development. He challenged the dominance of Western-centric and linear models like the modernization theory. Instead, he argued for contextual, diverse, and pluralistic communication paradigms that respect local cultures and social structures.
He emphasized that no single communication model can solve the unique problems of all societies. Therefore, he introduced a multiplicity approach, encouraging the use of various paradigms depending on the context, especially in SouthโSouth communication.
Letโs look at the other scholars:
- (A) Majid Tehranian explored peace journalism and global communication, not specifically the multiplicity paradigm.
- (B) Denis McQuail focused on media theory and mass communication but didnโt pioneer this concept.
- (C) Thomas L. Jacobson contributed to participatory communication but didnโt originate the idea of multiplicity.
To sum it up, Jan Servaes championed the idea that diverse societies require diverse communication strategies, which led to the concept of multiplicity of paradigms in development communication.
