The bulwark of health communication is built on the premise of communication as a tool of behavior change. Since the invention of film, communication scholars, practitioners, and policy makers have been obsessed with the power of media technologies to transform behaviors of audiences that can be targeted through messages. Mass media as tools of propaganda are invested with miraculous powers of transformation. The power of communication to bring about magical transformations in the behaviors of those it touches forms the mainspring of the lay obsession with magic bullet theories of the media. The media effects literature over the last four decades has robustly debunked the magic bullet ideology. These magic bullet theories have been witnessing a catalytic return since the advent of social media in the form of the renewed interest in behavior change theories, now packaged in big data analytics, nudge, and behavioral insights. What these renewed fascinations with media technolog...
This blog offers Mohan Dutta's reflections on the theoretical framework of the culture-centered approach, examining the interplays among culture, communication and marginalisation. It also explores resistance, the ways in which communities at the margins challenge structures. Writings on the blog are updated to reflect the organic analysis of structure and agency. Occasionally, this serves as a space for interlocutors examining marginalisation and voice.