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.
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