6. 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/
7. 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/devel
opmentc/developmentc.htm
8. 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
9. 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
10. 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
11. 1950s: Dominant Paradigm
Industry as prime mover
Modern society needs specialists
Education for participation in governance
Persuasion with ‘mass media’ & Diffusion of
innovation
Tickle down of profits from Centre to
Periphery
13. 1970s
Third 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
14. New paradigm of development
Reaction to dominant paradigm
Emphasis “participation in development”
self-development (individual involvement)
self-reliance (local resources)
Communication effects gap (gap in socio-
economic & information/knowledge Haves’
and Have-nots’)
15. New paradigm of development
COM.n
MODEL
Participatory
communication
Diffusion of social and
technological
innovations
Access at local level
Local context/history
of communication
CONSTRAINTS
Paradox of central vs.
decentralization
Conventional
economic policies
Reach of information
Local dynamics and
elite control
16. PHILOSOPHY
Focus needs of
people of
developing
nations
From per capita
income to
physical quality
of life
CAUSES for
UNDERDEVELOPMENT
Poorest of poor can not
participate in dev.
Organization of poor
Lack of appropriate macro
framework
Communication gap and
information poverty
Basic Needs model: Non-Western model
17. Basic Needs model: Non-Western model
COM.n
MODEL
Decentralization and
integrated rural dev.
Two way top-down
and bottom-up
Mass media as well
as interpersonal
Community TV/radio/
papers etc.
CONSTRAINTS
Needs financing from
local rich not foreign
Creates global
imperialism dynamics
at local level
Difficulties of macro
plans and micro
dynamics
18. TODAY
Varied Approaches
to Development Communication
Diffusion of innovation theory
Advocacy theories
Participatory communication theories
Social marketing theory
Entertainment Education
19. 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
20. Further Reading
Lerner, 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.
21. References
Narula, 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)