Woods Triangle of Development Support Communication Unit II

Woods Triangle of Development Support Communication (Unit II) Paper: Development Communication Course: BJMC , Semester: II Institution: DSPMU, Ranchi Teacher’s Name: Sumedha Chaudhury

WOODS TRIANGLE Knowledge Generator Political Leaders Intermediate Groups Development Knowledge Users

John L. Woods in 1976 conceived a triangular nexus with three points: Knowledge generators, political leaders and development knowledge users called Wood’s Triangle. The role of Development Support Communication as per Woods is to link all three elements in the development linkage triangle along with all the intermediate user groups.

Woods emphasizes not only on pushing the information towards the target groups, but also on taking into account the information seeking pattern of the target audience and integrating them into the development planning process. The route of communication is not only vertical from top to bottom and bottomupwards but also horizontal between the institutions and personnel connected with the process of development.

Development Support Communication was a concept popularized by the UNICEF and UNDP. It links all agencies involved in planned development work constituting the final delivery points and consumers of information such as policy planners, development administrators , political executives, subject specialists, field workers, opinion leaders, the researchers,