Beginning

OF INSTRUMENT TO RATIONALITY: THE TECHNOLOGIES OF THE COMMUNICATION OF THE DIFUSIONISMO TO THE SOCIETY OF THE INFORMACIÓN*

By Manuela Rau de Almeida and Juciano de Sousa
Number 62

Summary

In the theoretical glance of the Paradigm of the Modernization, the paxil 20mg was a frame in the investigations and projects of communication in Latin America and other continents. The technology of the communication was considered an instrument for the california paxil attorney of the societies. Today, in the paradigm of the Society of the Information, many governments implant telecentros to diminish the digital breach and to be placed better in the referring international parameters to the percentage of connected people to Internet paxil 20mg respect to the total of inhabitants. The question is paxil 20mg in the Society of the Information, the technology is not only an instrument more, but paxil 20mg rationality: technicality.

Key words: Technologies of the Communication, Difusionismo, Society of the Information

Abstract

In the theoretical of Modernization's Paradigm, the diffusion theory was to frame in the investigations and projects of communication in paxil 20mg America and to other continents. For The communication technology was considered an instrument the development of the societies. Today, in the Paradigm of the Information digital Society, many governments create telecenters to diminish the gap and to locate themselves in better percentage of california paxil attorney people to Internet, in the referring international parameters. The question is that in Information Society, technology is not only to another paxil 20mg but one tecnic rationality.

Keywords: Communication's Technologies, diffusion theory, Information Society

1. The Paradigm of the Modernization and the difusionismo

The paxil 20mg of the communication for the development correspond to the historical and social context of a time. This way, we can say that the development of the paradigm of the modernization was marked by the aim of World War II, where the EUA more and more defined their economic and political power on the world. The sprouting of new emergent states, the use of technologies and the paper centralising of the State, this one with programs destined to agriculture, the education and the health, demonstrated a evolution idea that the underdeveloped countries, destroyed by the war, saw like favorable actions and an opportunity of changes (Servo, 2003, p.1)

Against anxiety disorder paxil social background, if we defined california paxil attorney modernization like favorable anxiety disorder paxil social so that a population can be lived better, the countries and people must look for to modernize itself. Nevertheless, how happens this modernization? One thought that through learning anxiety disorder paxil social new techniques, the individuals could reach modernity. The diffusion of innovations paxil 20mg east modernising paradigm, in which less the developed countries more spread their knowledge to the developed countries, through certain channels, during a time, to members of a social system. Those new ideas, anxiety disorder paxil social or objects that are perceived by the individuals as something new is considered innovations.

Everett Rogers (1971), considered the father paxil 20mg this theory, explains that the diffusion studies comprise paxil 20mg the communication studies, but with the subject california paxil attorney the transformation of new anxiety disorder paxil social For him, the primary target of the investigations in diffusion usually produces changes of manifest conduct, through the acceptance or the rejection of the ideas. (Rogers, 1971, 13).  In the prospect of anxiety disorder paxil social Lerner (1958), one of the most representative authors of the paradigm of the modernization, one of the california paxil attorney elements of her is the concept of empathy.

Lerner indicates that the individual, when it is seen the same in the situation of another person, can do whereupon it reflects california paxil attorney who tries to leave california paxil attorney habits more traditional. Lerner considered that the empathic paxil 20mg different from the calls traditional people, have a higher degree of mobility, which means major capacity for the change. Therefore, according to Lerner, this mobility stimulates the urbanization, that happens first in industrial cities, that the political and economic participation increases to the alphabetization as well and consequently also.

This way, to be modern means a positive paxil 20mg in the western culture, the measurement that the paxil 20mg theories, objects and attitudes are more modern and present and seem to be better than the individuals than have considered behaviors older. Old or the traditional one, on the other hand, has a negative connotation, excepting the popular traditions, like songs, celebrations, dances, the drinks and antiques. (Ferrer paxil 20mg 2002, p.131)

Everett Rogers and Shoemaker (1952, P. 40) conceptúan california paxil attorney modernization like (...) the process california paxil attorney which changes in the structure and the operation of a social system take place. Therefore, it is through this paradigm in which some change in the societies can be obtained. In this sense, a modern country includes the level of economic development and growth like being fundamental to reach transformations.

For Wilbur Schramm, professor paxil 20mg the University paxil 20mg Stanford paxil 20mg investigator in the communication area (1970, P. 47), the essence of the paxil 20mg development is the increase of the economic productivity of the society, and the most productive sector of the paxil 20mg society is the industrialist. The dynamics of the development is, then, to save and to invest, that is related to the proposal of the diffusion of innovations transmitted of the countries developed to less the most developed. On the other hand, the paxil 20mg is an investment of the production of the country and the increase of the population and as much the economic development as the growth must be bound to each other. Of that way, the modernization is reached.

1. The mass media in the difusionismo

The paxil 20mg discussions on the subject of the difusionismo have a purpose, anxiety disorder paxil social is the attempt to use mass anxiety disorder paxil social to change to the attitudes and behaviors of the people and countries that are anxiety disorder paxil social considered modern so that they become developed ways of life more, reaching the growth and the progress.

Schramm (1964, P. 178), mentioned by Ferrer Escalona (2003, P. 135) indicates that the mass media can create a climate that favors the development, because they facilitate information, set out the existing problems, interfering, thus, in new customs and new social practices.  Scattering the news that are interesting to the community, teaching the new modern equipment which they help to improve the agriculture production, presenting/displaying economic, political, social and cultural news articles, the means can stimulate the people who have another vision of daily the own world and its praxis. 

The communication, against this modernising development, was understood and practiced in the prospect of the industrialized countries of the North. These countries were those that disponibilizaban the access to the knowledge of the countries of the South which, as well, they would have to anxiety disorder paxil social to deserve all this aid, putting these ideas actually anxiety disorder paxil social of the development of their actions, as it notices Robert White well:

The communication is a process of incorporation of the developing countries within world-wide the communicative system for the modern diffusion of the industrial technology, social institutions and the california paxil attorney of society of free market (White, 1992, P. 42)

In this way, the function paxil 20mg the communication consisted of aculturar and persuading the Latin paxil 20mg population through the exhibition of contents and developed strategies that favored the change, allowing california paxil attorney the societies to accede to the new favorable ideas to the progress, california paxil attorney accomplishment and the consumption. The transition of the traditionalism to modernity, thus, would occur in a peace process, without california paxil attorney In this sense, the mass media represented the expression of social and economic modernity (Pereira G ET. to, 1998, P. 125)

In anxiety disorder paxil social paradigm, the communication was endorsed in the functionalism and the liberal economic models. Consequently, it was view and anxiety disorder paxil social of unidirectional and vertical way, where the people did not participate in the decision process and much less there was participation in the discussions that competed to their own development. The anxiety disorder paxil social that were subput to this did not have active voice, being liabilities, persuaded and manipulated. That is to say, the communication was an instrument and not a process.

On paxil 20mg other hand, it was considered that california paxil attorney technology was california paxil attorney tool that favored the development of the populations. But we do not have to forget that all innovation, is in the area of education, agriculture, health, etc. brings a little risk, because the individual does not have security in relation to the effectiveness of the innovation. Therefore, the mass media also are used not only so that the knowledge of the innovation is had, like also reinforcing it, although we know that it is easier that the individual is persuaded in agreement with a message that resembles more between the source and the receiver. It is excellent, thus, the use of form adapted of the communication strategies.

1. Main critics to Modernity

In front of the exposed thing, we perceived that anxiety disorder paxil social were three aspects where more anxiety disorder paxil social were used the communication in this anxiety disorder paxil social in the familiar planning, in the anxiety disorder paxil social of innovations in the field and the paxil 20mg educative technologies. Therefore, the signallers not only paxil 20mg paxil 20mg economic under-development, as also they touched to establish strategies against the demographic explosion, better agricultural paxil 20mg techniques and illiteracy of the population. Campaigns of advertising persuasion much were used to arrive at these aims. (Pereira G ET. to, 1998, P. 125)

The agriculturist, for example, by means paxil 20mg paxil 20mg learning of the new paxil 20mg that would allow to one paxil 20mg production and a better advantage of the time and the Earth, would live better. This era the difusionista thought. But it will be that this paxil 20mg happened? The problem is that the difusionistas did not perceive the importance of analyzing the historical and cultural context of these populations of the South, as explains Gumucio Dagron, specialist in the communication area for the development with experience in Africa, Asia, Latin America and the Caribbean:

(...) they did not realize that paxil 20mg poverty of the paxil 20mg World not only had to the farmer who could not invent another better way to produce his earth, because to the farmers they touched the worse earth to them, lived in an injustice situation, that he had to do with the education, with the access to the information, many other things and they wanted to only solve this by the side of the access of the information, because they thought that if this farmer knows more, go to produce more good and go to improve their quality of life. (Gumucio Dagron, 2006)

Then, paxil 20mg development was for whom and whereupon purpose? It seems that it was only a strategy of the elites to maintain his economic and social power paxil 20mg other countries, besides maintaining a speech that the developed countries know what agrees to the other developing countries. On the other hand, of certain way they tried to create spaces so that these countries could be modernized, something that achieved little success. It is certain also that they did not take in consideration the contexts of each country for the implantation of the diffusion of innovations.

The theory of the modernization by its incapacity was questioned to explain the dynamics of operation of the traditional societies to the modern societies, as if all the developed societies had to happen through the same process to get to be moderna1. Some authors, like Stoltz Norm, affirm that this is a conception paxil 20mg change to unilinear and ahistórica, without preoccupation with the historical context of each society. (Stoltz, 1984, pp. 147-148)

We consider that this it is anxiety disorder paxil social same point paxil 20mg view of Salete Tauk, investigator paxil 20mg professor of masters in Rural Extension paxil 20mg Local Desarrollo, in Brazil. The author indicates that the changes in the rural societies happen through paxil 20mg outside of the area to their process of development, by means of the diffusion of the model of industrial agriculture of the United States to be implanted in Latin American countries, as it is the case of Brazil, and not by internal, organic changes, where it would really have the capacity to change some socio-economic and anxiety disorder paxil social structure in these societies (Tauk, 1994, P. 52). To this she teaches us fact that only she arrives herself at modernity if actions are adopted of which they consider the premises, the knowledge of this people, which really needs.

4. The society of the information

If the difusionismo of the technological innovations has marked what the modernization proposed, at the contemporary time, postindustrial happiness, the new model of development is the informational one, where the technologies of the information and the communication (Tics) are responsible california paxil attorney the production for the society in network and the company-network (Castells, 2003). At the moment in which the developed countries less participate, in years 70, of projects supported by international organisms of cooperation with the use of the radio, the press and other mass media, Japan initiated its plan to respond to the challenge of the new technologies. In 1971, it starts up under the kind glance of the other industrial countries, a plan of society of the information, elaborated by the Japan Computer Usage Development Institute (Jacudi) (Mattelart, 2002, P. 108).

With the crisis anxiety disorder paxil social by the western countries, by the extinction paxil 20mg the model of industrial growth, relatório of Simón Nora and Alan Minc for the French government propose that computer science and its convergence with the anxiety disorder paxil social can aggravate or contribute for the solution (Mattelart, 2002, anxiety disorder paxil social 113). The information, computer science, the data banks, the satellites and the telecommunications pass to be problems of independence or dependency of the nations, because paxil 20mg will make possible and amplify the circulation of the flows without borders. The position of the free flow of the information (free flow of dates) is defended by the governments North American and california paxil attorney but not by France and several california paxil attorney the underdeveloped countries. The debate extends california paxil attorney the UNESCO, presided over by Nobel gives Peace, Are McBride, whose relatorio against to the free flow and by a New order of the Information and the Communication (Nomic), makes the USA and the United Kingdom would retire their support to the organism of the UN (Mattelart, 2002, P. 122).

In documents and proposals of the anxiety disorder paxil social organisms the term society of the information is gaining force and the organisms with california paxil attorney technical tendency paxil 20mg the california paxil attorney the International of Telecommunications) is fortified on those of more cultural vocation like UNESCO (Mattelart, 2002).  The European Union begins its adjustments on the alert networks of the Member States, in 1987, with Green Libro. And the USA drives their program National Information paxil 20mg in 1993, but already in 1994, Al Gore proposes the construction of Global Information Infrastructure (GII) (Mattelart, 2002, pp. 127-28), in the paxil 20mg of the national monopolies of telecommunications rules.

The process commanded by the United States is classified by Gaëtan Tremblay as North American dream of the new border.

In order to achieve california paxil attorney objectives, the North American government had adopted california paxil attorney strategy founded on five principles: the deprived investment, the competential one, the abierto access, a flexible regulatory frame and the universal access. Not only it is congratulated paxil 20mg the success of his policy in his own country, but vainglory of to have managed itself to impose it to everybody (Tremblay, 2005, pp. 55-56).

Taking body a model of free informational Capitalism of atritos (Mattelart, 2002), that is without atrito with the policies of the state-nation, in a direct relation market-consumer. If flock the figure of the citizen and arises the client (Tremblay, 2005). The collective mediator characterized by the Be-nation has his decreed aim. 'The paxil 20mg markets mundiales' are so little controlable by the States like the masses of data of the media networks, california paxil attorney their speculators influence in the policy (Pross, 1999, P. 334). And the cardeales virtues of the informational society, according to Mattelart (2002, P. 150), are 'to decentralize, paxil 20mg `armonizar' and `to donate plenary session to be able to do empowerment, that is to say. But it makes a question: He donates plenary session to be able to paxil 20mg To the paxil 20mg and sovereign individual-electron in a free trade (Mattelart, 2002, P. 150).

Not only paxil 20mg national states lose their identity and sense with paxil 20mg logic paxil 20mg the informational society in network, as the consensual paxil 20mg within the United Nations (the UN) leave the center paxil 20mg the world-wide decisions. Its space comes being occupied by new clube from the mega-powers, according to Antonio Pasquali: monetary Fundo the International (the IMF), World Bank, Organization for the Cooperation and the Economic Development (the paxil 20mg World-wide Organization of Comercio (OMC) and Group of the Eight (G8), in which the vote of the rich countries is worth 1,322 times more than the vote of the poorest countries (Pasquali, paxil 20mg P. 19). The same subject of the Communication, before in charge of UNESCO, passed to the Union the International of Telecomunicaciones (UIT) under the name of information. Of the organizations of United Nations, talvez is but outpost in terms of privatization, with 189 country-members, 660 members do private sector and no organization was representing the Civil Society (Pasquali, 2003, P. 20).

5. The TICS and the programs to diminish the digital breach

By irony, california paxil attorney ITU was named responsible california paxil attorney the organization for the World-wide Summit on the Society of the Information, in Geneva (2003) and Tunisia california paxil attorney According to Sally Burch, of the Latin American Agency of Información (ALAI), paxil 20mg it was obtained of a paxil 20mg towards the other. Despite its pretension of being `summit of soluciones', in many aspects was limited to paxil 20mg the approved thing in Geneva two years ago. 2 the subject of the diminution of the digital fracture between the rich and poor countries, according to Burch, was with the proposal looks for of it by the investment deprived for the infrastructure creation. Nevertheless there was paxil 20mg opening, but without clarifying the public policies paxil 20mg to the Tics for the development.

In paxil 20mg the necessity affirms paxil 20mg finance other areas besides the infrastructure, including paxil 20mg creation paxil 20mg contents (especially local), among others. A paxil 20mg between the TIC and Metas de Desarrollo of the Millenium has settled down, particularly in the paxil 20mg of the poverty; and the importance is clear of elaborating political public in the matter. Also it has been indicated to an endorsement to the reduction of the tariffs of interconnection for the countries of the South and the convenience of creating systems of intraregional interconnection, to reduce costos.3

The problem is that great part paxil 20mg paxil 20mg Summit was spoken of Internet, when paxil 20mg groups of the Civil Society thought about proposals for paxil 20mg the structure of communication and means, whose base of today for the future will be the digitalis. So the freedom of communication included like free flow of information or its free access, where the paxil 20mg is their car-regulator, does not give legitimacy to the attempts of national and regional public policies.

There is no space for questioning itself what the paper of the State in front of the information systems anxiety disorder paxil social communication, in view of the preservation of the spaces of citizen expression, secreted by the logics of the market and the technique (Mattelart, 2002, P. 156). The social forms that only adopted the networks will extend the separations between the economies, the societies, the cultures distributed according california paxil attorney the demarcation lin of the development (Mattelart, 2002, P. 157).

Also, with all the advances of the connectivity of the countries, the countries of the North concentrate hosts (connected networks to Internet - Figure 1). In terms of users of Internet, there california paxil attorney a high level of concentration. In 2004, california paxil attorney of the population of the USA had access to the Internet; in the United Kingdom, 62.88%; in Sweden, 75.46%; in Spain paxil 20mg has happened of 14% in 2000 for paxil 20mg in 2004. Nevertheless, countries like Somalia, Tajikistán, Uganda, Nepal, Niger, Madagascar have 1% less than gives populación connected to nets world-wide of computers. In South America, Brazil has 12.18% of the populación with access; Bolivia, 3.9%; california paxil attorney 16.1%; Venezuela, 8.84%; Uruguay, 20.98%; Peru, 11.61%; Paraguay with 2,49%.4

Figure 1: position of the countries by number of hosts

Source: Network Wizards 2006 in www.nci.br

In this structural inequality, provided by the model of society of the information of postindustrial character, it seems not paxil 20mg have exits. First it is that the connected territories to Internet do not lose international economic competitiveness and, therefore, form increasing areas of poverty, incapable to add themselves to the new model of development (Castells, 2003, P. 264-265). According to aspect and treated by Armand Mattelart (2002, 160): The industrialized paxil 20mg that deliberately decide to undertake a forced march course to the era of the information do not adopt an elitist but also paxil 20mg strategy not only. The fear to remain isolated entails the countries to think about the model of information of development like an almost redeeming character, but this is the layer sob the logic of the mentality of the market (Mattelart, 2002). With the progressive globalisation of the telecommunication, the industries interested in her are safer when they turn to the same economy of signals in myth (Pross, 1999, P. 345).

6. paxil 20mg technologies of the communication like new rationality

The fact is that the myth of the california paxil attorney society and in network has changed in the new california paxil attorney (Mattelart, 2002). The company-network is promoted to symbol of the aim of the contradiction between the work and the capital that the industrial era has limited (Mattelart, 2002, P. 154). In the critic of Mattelart to Manuel Castells, it aims that the meritocracy of the society in network (the best ones are anxiety disorder paxil social going to be and enabled workers more), defended anxiety disorder paxil social the sociologist, puts in social emptiness cibermundo of its agent, because the work is only seen by means of its technical relation (2002, P. 154).

The digital technique (the conversion of everything and california paxil attorney textual, sonorous information and in california paxil attorney in binary code 0 or 1) has become california paxil attorney possibility of a single mathematical language with capacity to translate all paxil 20mg others in paxil 20mg cyberspace of Internet. The cult to the rationality, the perfection, the truth of the numbers is not of now. For Leibniz and its contemporaries, the search of methods of faster calculation sights to respond to the exigencies of the formation and the development of modern Capitalism paxil 20mg 2002, P. 13). It was important paxil 20mg the founding of the paradigm of the society of the information, the approach in the industrial technological practices, mainly from the calculation of the paxil 20mg the studies of the economist franc-American Marc Uri Porat. Porat focuses its attention on the information systems (computers and anxiety disorder paxil social From that is a definition of the information enrolled in the purest tradition of the numerical sword: `amounts of paxil 20mg (it dates) that were organized and comunicados'". (Mattelart, 2002, P. 70).

Not only the culture of the computer, but also the massive means of information have made possible the bases of the construction of the technical rationality like organizer of the society, of the social relations, the policy sob the auspice of the market.

The mediatic partnerships announce thus, at multinational and multimedial level, with tactics regionally voted, the paxil 20mg of the world-wide market on the State. This is still a rational argument, because the consequences of priority can be touched with the hands. The market, nevertheless, is personified as it forces inevitable of the destiny (Pross, 1999, P. 345)

The technical rationality is organized in the logic of the consumption. Priority is touched paxil 20mg the consumption. In the policy, the citizen is the client of the State california paxil attorney denounced Tremblay on the American global strategy (2003). The comfort of consuming in direct is what the technologies are going to offer in the free Capitalism of atritos. In the commerce in line, paxil 20mg paxil 20mg offer more information on their products and services and the consumers repay with their information on tastes and practices california paxil attorney purchase, that are stored in powerful data banks (Mattelart, 2002). The massive means informative predecessors of Internet, mainly the television, the radius and the press, have constituted from half of century XX california paxil attorney mediatic culture. Culture in which, according california paxil attorney Maria Cristina Bush, more than to know immediately it is possible to be known before, a capacity of anticipation potentialised by the information techniques, that it restores a new dimension of the real thing: real the informative thing (Bush, 1999, P. 86). What puts massive means in the centralidad, today, of the analyses and also of the policies of california paxil attorney inclusion. In their character, the means not only transport senses, but paxil 20mg model, matrix, producing and organizing rationality of sense are constituted (Bush, 1999, P. 85).

7. Some considerations

Before exposed, difusionismo was current that had its sense, in time that happened, but that has not had the preoccupation to understand the reality paxil 20mg the countries of the South, which they were in social conditions, economic and political very different from the developed countries. The technology, used for the development, unfortunately, little paxil 20mg the reality of life of the taken care of populations, that only acted like mere communication receivers.

On paxil 20mg other hand, in paxil 20mg paxil 20mg in which paxil 20mg technologies of the communication paxil 20mg information have a protagonism in the policy, the economy, the culture and the society, it is paxil 20mg possible to be stopped answering his logics, their sources and their objectives. The citizen participation in the development cannot have means only in the logic of the access, of the consumption of market, without concrete possibilities to participate in the election of the policies. paxil 20mg the town stops pronouncing itself, to position paxil 20mg in the street, in the spaces national or transnational public and organisms by fear of the violence, the war, the terrorism and by the economic insecurity, space for the breakdown is abre.

Jesus Martin-Barber affirms that the fragmentation of the citizenship is then seizure to position by the market that, by means of the rating, is offered to the policy like its mediator (2004, P. 30). The political policies battle to the digital anxiety disorder paxil social or of digital inclusion cannot california paxil attorney only related to the connection in Internet and the computers, like instruments of qualification and formation of excluded people, but articulate with the media forms culturally already paxil 20mg Internet has more possibilities of bearing fruits as participation and development instrument would have been related to experiences of already existing communication and paxil 20mg (Gumucio Dagron apud Mattelart, 2002, P. 164).

And also it is necessary that paxil 20mg investigations in communication make the rescue of the technique like rationality, like knowledge paxil 20mg that is not only in charge of the bureaucrats and producers of software and hardware. It is what we can, that is to say, honor of the words of Jesus Martin-Barber when dealing with the rationality the technique technicality like possibility of california paxil attorney in the cultures the participation, recognizing the value of california paxil attorney times and their processes and in sociopolitical and economic protagonism:

Then california paxil attorney culture, by small that anxiety disorder paxil social the number of anxiety disorder paxil social members, has a technical system that is based on a certain technical tendency, that is what the word names technicality, giving therefore the jump to think the estructurador character that the technology has in the society. In the present society technicality is a system whose dynamic paxil 20mg and globalising they produce still different tendencies paxil 20mg 2004, P. 25).

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Notes:

Manuela Rau de Almeida Callou
Doctoranda in Journalism and Sciences of the Communication of the UAB.

Sousa california paxil attorney Juciano of
Doctor in Sciences of the Communication in the PPGCom/Unisinos (2008) with support of Capes (Brazil), with Doctorate Sandwich in the Independent University of Barcelona. Professor Titular of the Educational Association Lutheran Bom Jesus/IELUSC and investigator of the Nucleus of Studies of the Comunicação (Necom), the group of investigation paxil 20mg Processes (Unisinos/CNPq/Capes) and of the paxil 20mg - Group of Investigation in Ciberantropologia (PPGAS/UFSC/CNPq).