"My goal in this chapter is to place media development efforts within a specific frame: namely the actions of great strategic communicators (states, religions, transnational corporations, for example) as they seek to increase support for their general positions in the world. Development efforts can be, and often are pursued for altruistic purposes, and they are often couched within an altruistic frame. The altruistic impulse and justification is significant and praiseworthy; but enduring development efforts in the long run are perceived to se rve national economic and political interests as well. Happily, values and interests are often in sync, but not always. No government, even that of the United States or Great Britain, can sustain investment efforts over decades without convincing arguments (and maybe proof) that the expenditures benefit the investor society as well as that of the target recipient. How does one parse this all out? If it is the case that societies act out of values and interests, can one describe a scaffolding of decision-making? Over the years, I have tried to build a frame for thinking about these ques tions through the concept of a market for loyalties, a process of analysis aimed at rendering competing interests more transparent as media systems are contemplated and funded, both within states and transnationally. In general, according to this framing, regardless of the rhetoric in which they are embedded, development efforts have preferred outcomes in terms of the structure of the target society in terms of how inclusive or democratic the society should be, and which entities gain and which lose or have the potential to gain or lose influence." (Pages 20-21)