The Analysis and Significance of Communication Effects Gaps

Abstract

The potential role of communication in development is viewed in terms of a partial synthesis of two macrosocial theories in relation to the over time behavior of communication effects gaps. A study is reported which uses a special gaps methodology to assess the impact of a communication program intended to introduce new ideas and alter preexisting conditions. Over 250 effects gaps were analyzed. Overall patterns were for gaps in knowledge to narrow following the communication program, but for gaps in adoption to neither widen nor narrow. The reasons for these observations and their implications for change in or reinforcement of the social order are discussed