According to McQuail (2005: 248-252) and Thussu (2006: 41-46), the modernisation theory believes that the mass media through the global flow of information could spread the message of modernity and help transform and develop traditional societies. Besides, both Lerner (1958) and Schramm (1964) mentioned that mass media functioned as a mobility multiplier, and could help people experience events in far-off places and let them reassess traditional life. Because of the global flow of mass media, people in developing countries can easily view how the modernised life is in the West from newspaper, radio, television and internet. At the same time, a strong desire for a better life and to shake off the traditional way of living has been formed from the media exposure. However, this view neglects the significant influence of indigent native culture. For example, the Islamic traditions still play an important role and are becoming more influential in the Muslim... [continues]
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