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THE DIFFUSION (Western Superiority) APPROACH
The diffusion approach argues that development will occur as a result of Third World countries' interactions with the West; that political change and improvement will be an inevitable result of modern (western) practices and technology coming into contact with, and transforming, traditional (indigenous) practices and technology.The diffusion approach to development theory makes two underlying assumptions: (1) that western practices, beliefs, and technology are more powerful than those of the traditional (target) society, and (2) that western practices, beliefs, and technology are "better" than those of the non-western society.This diffusion approach to thinking about how development occurs can be criticized on the grounds of ethnocentrism and normative bias. Refinements of the approach tend to focus on more narrow considerations of the imperatives of technology. This narrower focus argues that modernization is a result of the spread of technological innovation. Focusing on the impact of technology may be more fruitful than a more general diffusion approach, but it also runs the risk of ethnocentrism, since only certain kinds of technology are considered to be characteristic of developed societies (emphasis on materialism and "high tech").
In the diffusion approach there is usually a description of the characteristics of existing (indigenous or traditional) society, a description of the characteristics of "modern" society, and then a discussion of areas that will be affected by contact between the two societies. The following characteristics are often discussed by those who use the traditional approach to development:
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