It is noted that there was a clear intention by western scholars to attempt to control, by intellectual means, the political and economic direction of third world countries so as to align it with the national interests and ideology of western Nations. Critics also questioned the role of the media in the dominant paradigm, noted that during the era of the dominant paradigm the media were to disseminate information that was often in consonance with and promoting Western capitalist ideals and values.
Media programmers’ were dominated by advertising and imported entertainment which raised the hope and aspirations of people in developing countries to a level far beyond what their government and available local resources could provide. As a result of this, it's may leads to rising frustration and sometimes revolution of the third world countries citizen's against their government.
Third world countries have continued to experience unstable conditions till today because of these trends in modern communication. It becomes incumbent on theorists and planner to seek alternatives approaches to development. This produced the “human” and the “cultureless” approaches. In the “human” approach, development is seen not just as an economic process but as a process which encompasses the various issues affecting the quality of life of people.
Similarly, the culturally approaches advocates for attention and sensitivity to grassroots culture in development planning. The key to development in developing countries lies in the traditional cultures of various countries and hence advocate a deliberate integration at the traditional and modern communication media to ensure greater success for development messages. Too much attention has been given to the mass media at the expense of the more influential means of interpersonal communication, the use of the mass media as an index of development relied too often on the hardware rather than the appropriateness of content.
Therefore, the proposal that town criers, the village market square, drama and village festivals were indigenous means of communication are being communicated directly to the people's, that could be affectively blended with the modern communication techniques.
As the interest of the citizens and their way of life were varied at national, provincial and local levels, it was necessary for development communication to recognize diversity and be tailored to interest and goals at each level. The mass media have attributes and abilities that dazzle people in developing countries, and that make them perhaps the most important source of new information. On the other hand, the pattern of interaction which traditional media engender epitomizes the communal nature for stimulating discussions on development issues at the grassroots level.
This suggests that only a marriage of the strengths of both media can produce the maximum impact that communication can have on developmental activities. Based on this realization there is the need to ascertain the degree of appreciation for both types of media are equal at the audience level such knowledge is critical because if the value placed on the mass media at the grassroots level is low, then marrying the mass media with highly valued indigenous means of communication may actually become productive to developmental purposes. This study seeks to empirically explore the attitude of the developing nation's mass media and how it can help in disseminating news and information’s to it's people in a way that will be beneficial to the people.