WOMEN’S UNIVERSITY IN AFRICA

Addressing gender disparity and fostering equity in University Education

FACULTY OF SOCIAL SCIENCES AND GENDER DEVELOPMENT STUDIES

ASSIGNMENT COVER PAGE

Name of Student : Ashly NCUBE

Name of Course : Intercultural Development and health Communication
Programme : Community Development
Intake : 16
Course Code :

Name of Lecturer : Ms Goshome

QUESTION :

Part B

Marker’sComments……………Your is not cited and this is called plagiarism and is a

punishable offence . see me…………………………………………………...…………

Overall Mark……10/25 =40% =12/30………………………. Signature……Dr

Goshomi………….........………………….
Discuss community development using the communication for development process
models

This essay seeks to analyze Community development using the communication for
development process models. Community development is a process where people come
together to take action on what's important to them. At its heart, community development is
rooted in the belief that all people should have access to health, wellbeing, wealth, justice
and opportunity. It recognizes that some people, some groups and some communities are
excluded and oppressed by the way society and structures are organized. Community
development seeks to challenge this and ensure fairness for all citizens. Communication is
integral for the development of people and their societies. 'Communication for development'
(C4D) is based on participatory models that recognize local knowledge and local people as the
key actors to facilitate their own change. It highlights the understanding of communication as
giving a voice, facilitating participation, and fostering social change and transformation. The
communication for development models is, the diffusion model, participatory model, integrated
approach, mass media approach just to name a few. More will be looked upon in the essay
below.

To start with, there is the diffusion model. The paper notes that although development strategies
in developing countries diverge widely, the usual pattern for broadcasting and the press has been
predominantly the same: informing the population about projects, illustrating the advantages of
these projects, and recommending that they be supported. A typical example of such a strategy is
situated in the area of family planning, where communication means like posters, pamphlets,
radio, and television attempt to persuade the public to accept birth control methods.

In continuation, this model sees the communication process mainly as a message going from a
sender to a receiver. Modernization is conceived as a process of diffusion whereby individuals
move from a traditional way of life to a different, more technically developed and more rapidly
changing way of life. This approach is therefore concerned with the process of diffusion and
adoption of innovations in a more systematic and planned way. Mass media are important in
spreading awareness of new possibilities and practices, but at the stage where decisions are being
made about whether to adopt or not to adopt, personal communication is far more likely to be
influential. Therefore, the general conclusion of this line of thought is that mass communication
is less likely than personal influence to have a direct effect on social behavior.

In addition, there is the participatory model. Jan Servaes and Patchanee Malikhao point out that
the participatory model stresses the importance of cultural identity of local communities and of
democratization and participation at all levels—international, national, local and individual. In
order to share information, knowledge, trust, commitment, and a right attitude in development
projects, participation is very important in any decision-making process for development. This
model stresses reciprocal collaboration throughout all levels of participation. Also, these newer
approaches argue, the point of departure must be the community. It is at the community level that
the problems of living conditions are discussed, and interactions with other communities are
elicited. This principle implies the right to participation in the planning and production of media
content. Participation is made possible in the decision-making regarding the subjects treated in
the messages and the selection procedures.

Also, there is the Integrated approach to development communication which emphasizes the
need to avoid duplication and waste in development efforts. The balance in the spread of
Information facilities must be maintained both for rural and urban, backward and Prosperous
areas. Economic, psychological and cultural differentiations between industrialized (e.g., urban)
and less industrialized (e.g., rural) areas cause digital divide. Financial aids from the government
and other external sources are necessary to establish the fundamental material conditions for
development. However, external conditioners, while necessary, are effective only if they
coincide with the potentialities of the society. Sustainable development of a society must be
generated from inside of the society. Communication and education are imperative for building
the capacity of the citizenry so that they are psychologically and culturally ready to initiate and
participate in the long-term ongoing development process. The internally-initiated and
participatory characteristics of development require an integrated approach to development
communication. The core concept of the integrated approach is the responsiveness to the local
potentialities and preferences. On the one hand, development communication needs to integrate
all types of media, on the basis of the conditions and preferences of the society and for the
purpose of optimizing the effectiveness and efficiency of communication. On the other hand,
development communication needs to explore and integrate the strengths and resources of
communication of the society for the purpose of maximizing community engagement and
participation.

More so, there is the mass media approach development communication. A well-defined
developed mass media and interpersonal communication infrastructure is necessary for
development communication. It is necessary that these infrastructures should be accessible to the
people, both physically and socially. The content of the messages should be balanced. The
content should be both rural and urban oriented and addressed to masses in both sectors. The
messages should be need-based and they should appeal to the audience. This contribute to
development because at least development is being imposed on every level. There is need to use
language which suits every location. Development means everyone and every sector understand
the development taking place.

The emphasis is on literacy-universal education, adult education, formal and non-formal

education. There is emphasis on need-based training and development – oriented programmes
conducive to development. In the development context, communication strives not only to
inform and educate but also to motivate people and secure public participation in the growth and
change process. A widespread understanding of development plans is an essential stage in the
public cooperation for national development. Development Communication communicates
development messages to people for betterment of their economic and social conditions, where
Development Support Communication Development communication addresses development
planning and the plan of operation for implementation. But often these two terms are substituted
for each other. The success of development communication depends on team approach, i.e., the
coordination between the communication agencies (extension workers, radio, TV, Press, etc.)
and development agencies.

Reference

F Stallinger [2019]

DC Amaral [2007 ] cited by 31 PDPNET

JR Rehse cited by 12 development process of a reference today

Bambeger M [1998] Community participation