THE MASS MEDIA IN AN UNDERDEVELOPED VILLAGE

Despite relatively low literacy & SE level, peasant farmers of an Andean village 80 kilometers from Bogota, Colombia, were found to have some exposure to modern MM. The illiterate group, despite decidedly lower exposure, apparently had some experience even with print media, probably through other literate fam members. Indices expected to be predictive of exposure, such as educ, econ level, & age, were found to be related. In turn, exposure was positively related to possible `effect' variables, such as pol'al knowledge, occup'al aspirations for sons, acceptance of hosp'ization for wife at childbirth, use of impersonal COMM's channels in learning about farm innovations, & acceptance of these innovations. The role of MM in development & change is discussed briefly. AA.