Modernization Theory

Modernization theory has evolved in three waves. The first wave appeared in the 1950s and 1960s. One made the attempt to explain the diffusion of Western styles of living, technological innovations and individualist types of communication (highly selective, addressing only particular persons) as the superiority of secular, materialist, Western, individualist culture and of individual motivation and achievement (Lerner, 1958), Schramm, 1964).
This first wave of theory produced three variants (McQuail, 2000: 84):
1.
Economic development: mass media promote the global diffusion of many technical and social innovations that are essential to modernization (Rogers, 1962). See Diffusion of Innovations theory.
2.
Literacy and cultural development: mass media can teach literacy and other essential skills and techniques. They encourage a ‘state of mind’ favorable to modernity, e.g. the imagination of an alternative way of life beyond the traditional way.
3.
National identity development: mass media could support national identities in new nations (colonies) and support attention to democratic policies (elections).