Communication expands and disseminates knowledge, and knowledge is the chief requisite to change in developing countries. Communication is therefore one of the primary factors in the process of modernization. But what is meant by the world βcommunication?β
Communication includes all methods of disseminating knowledge, thought, attitudes, and belief--from the news media of newspapers, radio, and television to the daily exchange of news and gossip at the village market. Since communication is multi directional, it also involves the upward movement of grass-roots opinions to local and state governments. Change and development can occur only with the consent of those affected by change. At the grass-roots level, communication and change become completely interdependent: it is here that knowledge about the advantages of change must be translated into :felt needsβ for change. When the need is felt, change comes quickly and communication expands.
This volume presents the work of more than a dozen experts from the United States and Asia who, in August 1964, attended the East-West Center seminar on βCommunication and Change.β Their papers have been edited and the work expanded by two noted authorities in the field, Daniel Lerner and Wilbur Schramm.
