Journal of
Media and Communication Studies

  • Abbreviation: J. Media Commun. Stud.
  • Language: English
  • ISSN: 2141-2545
  • DOI: 10.5897/JMCS
  • Start Year: 2009
  • Published Articles: 223


How and where to de-westernize media research?

I. Arul Aram
Educational Multimedia Research Centre, Anna University, Chennai, India.
Email: [email protected]

  •  Accepted: 02 June 2011
  •  Published: 31 August 2011



The paper raises the question of de-westernization in media research, with respect to developing countries in general and India in particular. The writer argues that bridging of the urban-rural division is the first step towards de-Westernization. He considers climate change as one subject where de-Westernization is felt and understood even by the Indian elite, and the urban-rural divide vanishes in most climate change discourses. Climate change opens up opportunities. Climate change communication is now the flagship of development communication, in an era when development has suffered a setback. The need for media research to go and contribute beyond the academic world is stressed.


Key words: Cultural shock, RTI, media, journalism, media research, de-westernization, climate change, science communication.