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The Use of Memes in Development Communication

Memes facilitate message dissemination.  They are just like commercial spots that attract the attention of people... A meme is an idea, a behavior or style that stays in the minds of individuals and, eventually, modifies it. This tiny piece of information can take the form of a picture, an action, a sequence of words or an expression (e.g. Pres. Barrack Obama’s, “yes, we can!”). Memes are self-replicating patterns within a culture.  It makes use of our minds to be emulated.   It was the evolutionary biologist  Richard Dawkins  who introduced the term “meme.” In the book,  The Selfish Gene  (1976), he asserted that memes could spread like a virus, influencing people’s behavior. In the field of  Development Communication , a message/information that has been conceptualized to take the form of a meme may have the following advantages: . A meme facilitates message dissemination.    A meme is similar to a commercial spot, the refrain of a song, an echo in a canyon. It grabs

Development Problems that Affect Developing Countries

Development is usually synonymous to improvements in some of the elements of the composition or the composition as a whole. The Oxford Dictionaries defines ‘development’ as “ an event constituting a new stage in a changing situation or the process of change per se.” It is implicitly understood that it is a positive or wanted change. Although the term usually connotes economic prosperity, it is argued that the economic development theory is normally used to explain a transformation in a country’s economy that involves both qualitative and quantitative improvements. When it comes to societies or socio-economic compositions, development is usually synonymous to improvements in some of the elements of the composition or the composition as a whole. Bellu, 2011 emphasized that this may happen as a consequence of some focused actions carried out by simple agents or as a consequence of policies, projects or programs that are planned and performed both by the public and private authorities

Concept of Cultural Hegemony According to Antonio Gramsci

When Antonio Gramsci talks about hegemony, he refers to the hegemony of a specific “dominant social group or groups” over the whole society.. . It was the Italian Marxist philosopher  Antonio Gramsci  who introduced the concept of “cultural hegemony”. In the  Selections from the Prison Notebooks  (1999), Gramsci argued that power is based on the presence of two elements: force and consensus.  If force triumphs over consensus, dominion is obtained.  On the other hand, if consensus prevails, hegemony exists. Thus, for Gramsci, hegemony is grounded essentially on consensus.  And this consensus is achieved by means of persuasion.   Persuasion  in all its forms is thereby used to convince that a specific political or cultural idea is better than the others or is “the only way” to view the world.  It is noteworthy to emphasize that   hegemony,  for Gramsci, is the hegemony of a specific “dominant social group or groups” over the whole society, applied  through the various st