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Development Communication
Historical Perspective
What is Development?
Gross National Product
Growth
Infrastructure
IdeologyTechnologyChange
ProgressReality
What is Communication?
Reality
Product
Facts, Opinions,
Emotions, Ideas…
Ideology Technology Process
Interaction Exchange
What is Development Communication?
Development communication is a branch of communication theory or practice that is
concerned with applying insights from communication theory to address
problems of development and modernization. The aim of development communication is to find strategies for mobilizing people and consequently resources, for developmental goals.
http://en.wikipedia.org/
What is Development Communication?
Development communications are organized efforts to use communications processes and media to bring social and economic improvements, generally in developing countries.
http://www.museum.tv/archives/etv/D/htmlD/developmentc/developmentc.htm
What is Development Communication?
Development communications is the integration of strategic communication in development projects…It strives for behavior change not just information dissemination, education, or awareness-raising.
While the latter are necessary ingredients of communication, they are not sufficient for getting people to change long-established practices or
behaviors.
http://www.worldbank.org
What is Development Communication?
Knowledge and information are essential for people to respond successfully to the
opportunities and challenges of social, economic and technological changes, including those that
help to improve agricultural productivity, food security and rural livelihoods…Communication for development encompasses many different
media and approaches ….
http://www.fao.org
Historically……………..
Origins in post-war aid programmes to countries in Latin America, Asia and Africa
Help the struggle against poverty, illiteracy, poor health, lack of economic, political and social infrastructure in the poor/third world countries
Expectation to equate development as has been in the Western societies
1950s: Dominant Paradigm
Industry as prime moverModern society needs specialistsEducation for participation in governancePersuasion with ‘mass media’ & Diffusion of
innovationTickle down of profits from Centre to
Periphery
1960s
Economic Theories: GrowthPsychological Theories: ModernizationPolitical Theories: Underdevelopment to
DevelopingCommunication Theories: Transformation
Sociologists/Anthropologists/Communication
1970sThird world / Non-Align Movement
Criticism of DOMINANT PARADIGM for: Central economic planning, Low priority to agriculture, External factors for development
Profit not mover for Behavioural changes
GNP not the measure of Development
Quality of life..?!!
Poverty equated to underdevelopment
New paradigm of development
Reaction to dominant paradigmEmphasis “participation in development” self-development (individual involvement) self-reliance (local resources) Communication effects gap (gap in socio-
economic & information/knowledge Haves’ and Have-nots’)
New paradigm of development
COM.n MODELParticipatory
communicationDiffusion of social and
technological innovations
Access at local levelLocal context/history
of communication
CONSTRAINTSParadox of central vs.
decentralizationConventional
economic policiesReach of informationLocal dynamics and
elite control
PHILOSOPHYFocus needs of
people of developing nations
From per capita income to physical quality of life
CAUSES forUNDERDEVELOPMENT
Poorest of poor can not participate in dev.
Organization of poor Lack of appropriate macro
frameworkCommunication gap and
information poverty
Basic Needs model: Non-Western model
Basic Needs model: Non-Western model
COM.n MODELDecentralization and
integrated rural dev.Two way top-down
and bottom-up Mass media as well
as interpersonalCommunity TV/radio/
papers etc.
CONSTRAINTSNeeds financing from
local rich not foreignCreates global
imperialism dynamics at local level
Difficulties of macro plans and micro dynamics
TODAYVaried Approaches to Development Communication
Diffusion of innovation theoryAdvocacy theories Participatory communication theories Social marketing theory Entertainment Education
Role of Communication in Development
COMMUNICATION IS……..
Infrastructure in the process of development, precondition for economic growth
Critical and integral factor in the process of social change/modernization
Residual factor in process of social change and can be studied on its own
Further ReadingLerner, D. The Passing of Traditional Society:
Modernizing the Middle East New York: Free Press, 1958.
Schramm, W. Mass Media and National Development: The Role of Information in the Developing Countries Stanford, California: Stanford University Press, 1964.
Rogers, Everett. "Inquiry in Development Communication" in Asante, M. and Gudykunst, W. (eds.) Handbook of International and Intercultural Communication Newbury Park, California: Sage, 1989.
Melkote, Srinivas Communication for Development in the Third World: Theory and Practice New Delhi: Sage, 1991.
ReferencesNarula, Uma Development Communication Theory
and Practice, New Delhi: HarAnand Publications, 1994. (Rs. 195)
Singh, Kartar Rural Development Principles, Policies and Management, New Delhi: Sage, 1999. (Rs. 450)
Mody, Bela Designing Messages with Audience Participation, New Delhi: Sage, 1991. (Rs. 175)
Nair and White (eds.) Perspectives on Development Communication, New Delhi: Sage, 1993. (Rs. 250)
Joshi, Uma Understaning Development Communication, New Delhi: Dominant Publishers, 2001. (Rs. 395)
Few Net Sources
http://en.wikipedia.org/wiki/Development_ communication
http://www.comminit.com http://www.mamud.com/devcomm.htmDevelopment Communication projects:
http://www.ou.edu/idc/Res_DevComm.htmhttp://gcra.uaeu.ac.ae others………..