2. Module Objectives
1
2
Discuss the different
communication models and the
domains in communication for
developmentDiscuss and differentiate the
theory and practice associated
with the traditional development
communication approach and the
communication for development
as practiced by international
organization
3. Different Communication
Models
Unilinear
• The source is dominant than the receiver
• Top-down planning
• Goal is to change the receiver’s behavior
Transactional
• Participants are expected to both give and take messages
• Goal is to attain mutual Understanding
Systems
• All elements are interacting, interdependent and interrelated.
• The whole is greater than its part
9. Unilinear
Best use for important decision that requires expertise, which leads
to plan communication in a top-down manner.
10. Transactional
• This enables communication expert and program planners
to assume equality with the beneficiaries of the program.
• Beneficiaries are considered partners/co-participants whose
points of view ought to be incorporated in communication
planning and implementation
11. Systems
• This model is useful because it guards us from isolating the
communication system from the other aspect in the whole
domain where a development problem or issue lies.
13. 1. Action Research
Type of applied social science
research that aims to contribute
to both practical concern of
people and to the goals of social
science in a mutually acceptable
ethical framework.
Analysis
Fact-finding
Conceptualization
Planning
Execution
More fact-finding/evaluation
6 Steps of Action Research
14. 2. Advocacy
It is a persuasive communication for or against an issue or concern,
having leaders and funding agency as the major audience as its
main purpose is to generate support for a project in terms of
funding allocation or commitment of resources.
15. 3. Community Communication
A process of social interaction in small groups using interpersonal and/or indigenous
or small media. It is highly participatory, involving the community in planning,
producing and evaluating messages.
Community TheatersPublic Address
****Note that the term community doesn’t necessarily equate
to a geographic location but also by affinity based on interest or
some cause or issue that unites members together.
16. 4. CTTA – Communication for
Technology Transfer in
Agriculture
A comprehensive model developed by the Academy for Educational Development
(AED) with funding from United States Agency for International Development
(USAID) for adjusting and transferring – communicating – agricultural technologies
using a generic five-step process
1Assessment (development
investigation)
2 Planning (strategy development)
3Material preparation and
message delivery
4 Implementation
5Evaluation
17. 5. Community Organizing
(CO)
A problem-solving approach whereby the community is empowered
with a knowledge and skills to identify and prioritize its needs and
problems, harness its resources to deal with these problems, and
take action collectively (Patron 1987)
18. 6. Community Participation
An educational and empowering process in which people, in
partnership with those able to assist them, identify problems and
needs and increasingly assume responsibility themselves to plan,
manage, control and assess the collective actions.
19. 7. Development
Communication
A larger discipline which is defined by Quebral (1997) as “the art
and science of human communication linked to a society’s planned
transformation from a state of poverty to one dynamic socio-
economic growth that makes for larger equity and the larger
unfolding of individual potential.”
20. Needs
assessment
Setting of
development/pr
oject objectives
Situation analysis
Audience
analysis
Setting of DSC
objectives
Message design
and channel
strategy
Preparation and
pretesting of
prototype
materials
Final production
of multi-media
materials
Delivery and
monitoring of
communication
material and
messages
Summative or
impact
evaluation
Review and re-
planning
8. Development Support
Communication (DSC)
“Systematic utilization of appropriate communication channels and techniques to
increase people’s participation in development and inform, motivate and train rural
population mainly in grassroots level” (Coldevin 1987)
11 Steps of DSC
21. 9. Diffusion of Innovation or
the Innovation-Decision
process
An area of research and practice in development communication that
focuses on the process by which users of technology adopt new
innovations in a process wherein these innovations are “diffused” in their
social systems from the individual levels.
Stages of Adoption
of Innovation
22. 10. Educational
Communication
A complex, integrated process involving people, procedures, ideas,
devices and organization, for applying problems and devising,
implementing and managing solutions to those problems involved
in all aspect of human learning.
23. 11. Information, Education and
Communication (IEC)
The Components of communication Development programs:
• Information Delivery
• Training
• HR Development
• Awareness
• Motivational Communication
Campaigns
24. 12. Networking/Linkaging and
Alliance-Building
A strategic move to produce desired impact, as it provides
resources sharing and synergy of efforts amongst various sectors
towards a common goal.
25. 13. Participatory Action
Research (PAR) or
Participatory Research
Defined as a three-pronged activity:
1. A method of social investigation
2. An educational process
3. A means of taking action for development
26. 14. Program Communication
Defined by Mckee as the process
of identifying, segmenting and
targeting specific groups and
audiences with particular
strategies, messages or training
programs through various mass
media and interpersonal channel
traditional and non-traditional.
27. 15. Science Communication /
Science and Technology
Communication
The study and practice of communication for generating,
exchanging and utilizing scientific and technological knowledge and
information to advance a country’s development goals.
28. 16. Social Marketing
• The application of marketing principles to “sell” socially desirable
products, ideas and practices.
• Designed to influence the voluntary behavior of target audiences
in order to improve their personal welfare and that of society
29. 17. Social Mobilization
The process of bringing together all feasible and practical inter-
sectoral and social allies to raise people’s awareness and demand
for a particular development program to assist in the delivery of
resources and services to strengthen community participation and
self-reliance
30. The generation, analysis, interpretation, packaging, and
sharing with specific groups critically important
information needed in achieving targets/objectives for
various development concerns
18. Strategic Communication
31. 19. Strategic Extension
Campaigns (SEC)
The practical application of strategic planning and systems
approach to agricultural extension or training where messages are
tailored specifically developed on the basis of a participatory
problem identification process
33. That was the list of the different
approaches…
Can we still name 5?
1.
2.
3.
4.
5.
34. The Theory and the
Practice of
Communication
Development
35. Communication for development strives to alleviate
world suffering by using the communications principle
of audience knowledge, motivation, media utilization,
and persuasion in order to change behavior, attitudes,
beliefs and practices of people within specified
communities or countries.
42. Origin of Communication for
Development
• The theory: MC + MTS = CD
It resulted from the marriage of mass communication and
the study of the modernization of traditional societies
• The Practice:
Emerged out of the WWII and the Cold War as a way to
form allies from the third world countries with the premise
of Development.
44. The Old: Modernization
Theory
Founded on the notion that the major obstacle to development
was the psyche of the undeveloped citizen.
Uses the west as the benchmark to which all societies must be
measured
Mass media was identified as the primary means of influencing,
persuading and motivating the individual citizens
Top-down approach to development.
45. There are two basic shifts in
communication for development
theory
1
Moved towards more
egalitarian, ground-up, and
participatory communication
2
New paradigm viewed entrenched
hegemonic systems as the primary inhibitor
to development rather than the individual
psyche.
46. Three Pillars of THE NEW
communication for Development
Paradigm
The concept of
Empowerment
Participatory
Communication
Participatory
Research Action
47. The shift from a top-down approach to a more
participative approached is highly evident in the effort
to strengthen the community and bring about positive
change.
48.
49. Its is known as :
C4D
People is at the center of the local
and global communication loop
51. Putting people at the core of development
and encourage them to raise issues and
problems as well as their development
needs objectives and goal
52.
53. References
• Communication and Social Marketing by Velasco, Cadiz & Lumanta
• The Theory and Practice of Communication for Development by Newstead
• http://www.scribd.com/doc/17213080/The-Theory-and-the-Practice-of-
• Communication-for-Development #fullscreen: off. Last access on 18 August 2014.
• C4D by Davies, Jackie (editor). 2004. C4D‘Communication for Development’
• UNDP. 2009. Communication for Development: A glimpse at UNDP’s practice.
• Communication for Social Change by Figueroa, et.al. 2002.
Video Links:
• https://www.youtube.com/watch?v=wM75ulDRkhI
• https://www.youtube.com/watch?v=WgNLCgfo4Dk
• https://www.youtube.com/watch?v=sJ_AwaTHt_I
Notes de l'éditeur
Insert Video Link: https://www.youtube.com/watch?v=WgNLCgfo4Dk
Video Link:
https://www.youtube.com/watch?v=wM75ulDRkhI
Video Link:
https://www.youtube.com/watch?v=sJ_AwaTHt_I
