Once, I encountered with a story. I would like to share it with you as far as I recall since I reckon it is relevant to this week’s topic.
There is a big business giant making shoe manufacturing. Once, the general manager tries to define a new strategy to have great profits. Therefore, he sends one of his personnel to make market research in one of the underdeveloped countries in Africa. The responsible researcher goes there and what he comes up with the idea is that it would not be so profitable to make marketing and sales there since the local people walk on barefoot. However, after a while the firm sends another researcher to the same place. After returning back to the premise, the researcher says: “There is a great potential there because no one wears shoe; we should start marketing right away.”
What makes me think about this story is that there can different kinds of views and purposes over an issue. The more variety to which people and set their mind, the more results they get. Here, we can evaluate the story in two ways: the first one tells us that sometimes it can be hard to overreach the established regulations or traditions when something new is planned to be introduced. On the other hand, the latter fact shows us that sometimes a deficiency can yield to alternative and even advantageous consequences. Here, the second researcher has gone that place and seen that well the people do not have a shoe to wear; but this is not necessarily mean that it is impossible to make them wear.
As far as this week’s topic is considered, we have discussed about dominant and participatory paradigm. Following the first example, we can see that being barefoot is a king kind of established regulation, a convention even though there are certain economic development problems. Therefore, the researcher is of the opinion that it is not logical to start advertisement campaigns, marketing, etc. through the media since this society is closed to outer novelties according to the dominant paradigm. However, what the second researcher comes up with that they can introduce the new product to their potential market by means of certain media there. How they manage this is only possible with the help of the local people in disseminating the idea as far as the participatory paradigm is taken into account. There are, of course, some disadvantages and advantages at stake; but this is a matter of what people aspire to achieve and how far they want to get while introducing something new.