Development Communication Definition Nora Quebral 1975 defined development

Development Communication

Definition • Nora Quebral (1975) defined development communication as the art and science of human communication applied to the speedy transformation of a country from poverty to a dynamic state of economic growth and makes possible greater economic and social equality and the larger fulfilment of human potential.

Continue. . • Development communication is associated with rural problems, urban problems and takes humans into account. • It has two primary roles: a transforming role, as it seeks social change in the direction of higher utility of values of society seeks to create an atmosphere for change, as well as providing innovations through which society may change. • It refers to the use of communication to facilitate social development. Development communication engages stakeholders and policy makers, establishes favorable environments, assesses risks and opportunities and promotes information exchanges to bring about positive social change via development.

History • Originally the term Development Communication (DC) was used by the Western writers like Daniel Lerner, Lucian Pye and Wilbur Schramm. • development communication (DC) arose within the framework of the contribution that communication and the media made to development in the countries of the Third World. • Wilbur Schramm (1964) was the first to recognize that communication could play an important role in the national development of the third world counties.

• He believed that mass media could better the lives of people by supplementing the information resources and exposing people for learning opportunities.

Goal of Development Communication • Three main ideas which define the philosophy of development communication and make it different from general communication are: 1) Development communication is purposive , value laden and pragmatic (dealing with things sensibly and realistically in a way that is based on practical) communication. 2) Development communication is goal oriented. The ultimate goal of development communication is a higher quality of life for the people of a society by social and political change. 3) The goal of development communication not consider only in economic terms, but also in terms of social, political, cultural, and moral values that make a person's life whole, and that enable a person to attain his or her full potential.

Development communication has to deal with two types of audience: 1) Bureaucracy, media practitioners and professionals 2) The people i. e. the audience who can be informed or uninformed; educated or semi literate or literate

Model of development communication • One Way Communication for Behavior Change (Monologic Mode) The monologic mode is linked to the development communication perspective known as "diffusion. " It is based on the one way flow of information for the purpose of disseminating information and messages to induce change. Its main intentions can be divided into two different types of applications: 1) Communication to inform 2) Communication to persuade

Communication to inform • Communication to inform" typically involves a linear transmission of infor mation, usually from a sender to many receivers. It is used when raising awareness or providing knowledge on certain issues is considered enough to achieve the intended goal. These approaches are frequently used in health initiatives.

Communication to persuade • Its underlying assumption is that individual attitudes and behaviors can be changed voluntarily through communication and persuasion" techniques and the related use of effective messages. The primary objective is for the sender to be able to persuade the receivers about the intended change

Characteristic of Development communication • Large universe. • National development at macro level. • Without specific development goals. • Open ended and persuasive (with time limit) • Limited to mass media. • Functions from top to down. • Wide range of variables, difficult to control. • No feedback. • No interpersonal communication. • Lost its credibility.

Development communication techniques • Information dissemination • Education • Behavior change • Social mobilization • communication for social change.

Development journalism • History The idea of “development journalism” was conceived in the 1960 s at the Press Foundation of Asia. This approach to journalism emerged out of dissatisfaction with the dominance of Western news and communication ideals in developing countries, these being inaccurately covering socio economic development.

Continue. . • There was a real need of reflection on new type of journalism specifically designed to function in the cultural and political structures. Since then, the approach of media promotion on development issues, the question on how journalists report on development in parallel to electronic technologies that take root or to so called “citizen journalism” emerging in wealthy countries placed journalism as a powerful tool that empowers individuals, builds stronger local communities and elevates global awareness on development.

Definition • Development Journalism is the kind of journalism that pays sustained attention to the coverage of ideas, policies, programs, activities and events dealing with the improvement of the life of people. • the role of the development journalist is to examine critically the existing development programs and projects of a government, compare the planned project with its actual implementation, and report any observed shortcomings.