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Development Communication

Development communication is a strategic approach aimed at fostering positive social change through intentional and organized interventions. It evolved post-World War II as a foreign aid strategy to promote modernization in developing countries, emphasizing the importance of communication in addressing economic, political, and social issues. Key aspects include empowerment, understanding the audience, and utilizing various media to effectively disseminate development messages.

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15 views29 pages

Development Communication

Development communication is a strategic approach aimed at fostering positive social change through intentional and organized interventions. It evolved post-World War II as a foreign aid strategy to promote modernization in developing countries, emphasizing the importance of communication in addressing economic, political, and social issues. Key aspects include empowerment, understanding the audience, and utilizing various media to effectively disseminate development messages.

Uploaded by

Shreyaz
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Development

Communication
Understanding Development
Communication
Strategic interventions towards change

Intentionally designed for public good

Identification of needs

Mediated technologies and interpersonal communication


Idea originally associated with developing countries

Change could be due to- economic, political, social


and cultural issues

Development communication collaborates with


change when interventions are:
Concept
Intentional

Strategic

Organised
Gradually changing with
associations to social change

The idea of development


Concept changing to qualitative rather
being confined to quantitative
Inclusion of developed nations
‘Systematically applying the
processes, strategies, and
Developme principles of communication to
nt bring about positive social
change.’
Communica
tion Coined by two words:
Development and Communication
Development
Communication

Using
communication to Who decides what
change something is betterment?
for the betterment
The idea originated from the efforts
undertaken in various parts of the world
during 1940s.
Evolution Following World War II, development
of communication emerged as a foreign
Developme aid strategy
nt Designed by developed states to
Communic promote modernization among less
ation wealthy countries
The paradigm was later developed by
Daniel Lerner, Rogers and Wilbur
Schramm among popular scholars
Related Concepts

THIRD WORLD MODELS AND DEVELOPMENT EMPOWERMENT


THEORIES
Third World

Pletsch (1981): Third World is the part that both


the First and Second world wish to conquer…
Underdeveloped or poor

• Traditional
• Modern
Third World

• Technologically backward
• Low levels of industrialization
• Greater Poverty
• Less access to life’s necessities and comforts
• Varying extremities

Differences could be contextual: Historical and


cultural backgrounds, Geographical conditions,
Marginalisation
Communication Models and
Theories

Communication established as:


Linear process
Setting agenda
Influencing public opinion
Communication from the perspective of
Development established as:
• Circular
• Cultural context
• Change
Development

• Improving living conditions of the society.


Development could have three perspectives:
1. Modernization- Assumes that the western model
of economic growth should be applicable to less
developed. Introduction of new age technologies is
important
2. Critical aspect: Focusses on political and
economic restructuring to have equal distribution
3. Liberation aspect- personal and communal
liberation from oppression as the key for
empowerment and self-reliance
Empowerment
• Power cannot be isolated. It is in relation to
society.

Power over-controlling power


Power to-generate new possibilities
Power with-collective power
Power from within-spiritual power

Change is not possible without addressing


inequalities among margianalised
Empowerment

“Empowerment is a multi-dimensional social


process that helps people gain control over their
own lives. It is a process that fosters power (that
is, the capacity to implement) in people, for use
in their own lives, their communities, and in their
society, by acting on issues that they define as
important” Bailey (1992)
Development Communication

Inseparable All aspects of


from culture social change

Liberation
aspect
Role of a Development
Communicator
• Should understand the process of development and communication
• Should possess knowledge in professional techniques
• Should know the audience
• Distribute development messages to people in such a way that they are received and
understood, accepted and applied.
Examples
• Development Communication as a concept could be traced back to Rural Radio in 1940s
• Krishi Darshan on Doordarshan
• SITE (Satellite instructional Television Experiments), programmes on education and
development to 2400 villages in states of AP, Bihar, Karnataka, Orissa, MP and Rajasthan
(1975)
• Traditional media are effectively used
• Street Theatre and Puppetry
Issues

• Gender sensitization
• Health
• Diet and food adulteration
• Human rights
• Environment
• Climate Change
• Girl child education
• Labor wages
Agents involved
• Development agencies-Ministries and departments
• Voluntary organisations
• Concerned citizens
• NGOs
Agriculture
Fisheries
Animal Husbandry
Food Security

Core areas of Communication


development Irrigation
Public Works
Employment
Core areas of development

Environment
Ecology
Education
Family welfare
Health and sanitation
Campaigns
Issue or problem

Relevance

Backed by data and information from


audience

Understand audience

Strategise accordingly

Involve audience

Influence for the benefit of the society


Definition
• According to Nora Quebral(1975), “Development communication is
the art and science of human communication applied to the speedy
transformation of a country and the mass of its people from poverty
to a dynamic state of economic growth that makes possible greater
social equality and the larger fulfillment of the human potential."

• Art
• Science
Definition
• Rogers (1983) states, "development communication refers to the uses
to which communication is put in order to further development.”

• By increasing the level of mass media exposure for a favorable


environment
• Support a specific development project (Development Support
Communication)
Definition
• According to Everett M Rogers, environment could be:

Physical
Psychological
Definition

“An element of the management process in


the overall planning and implementation of
development programs". (Rosario Braid)

“The identification and utilization of


appropriate expertise in the development
process that will assist in increasing
participation of intended beneficiaries at the
grassroots level.” (Rosario Braid)

Communication with a social conscience


Role of
Development
Communication

• Transforming role
• Socializing role
Features of Development
Communication

• Purposive (Behavioral aspects)


• Positive (adoption of positive values)
• Pragmatic (Practical and Purposeful)
What do I want to communicate? With what objectives?', and "Did I get the intended
results?" If so, how well did I ' communicate?"
Activity: List out 10 examples
promotion of Message Target Any change
product/service/issue Audience
Surf Excel Its ok to Mothers Clean
have clothes
stains
Harmful effects of Can cause Smokers Cautious
smoking cancer about
health

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