Development Communication
Summary
TLDRThis presentation delves into development communication, a strategic approach leveraging communication to foster social change and progress. It encompasses information dissemination, behavior modification, social marketing, and community engagement. Originating post-WWII, it has evolved with the backing of institutions like the World Bank. In India, it plays a crucial role in rural areas through mediums like radio, promoting initiatives like Swachh Bharat and women's empowerment. The script also touches on global initiatives, such as UNESCO's IPDC, aiming to enhance media in developing nations and promote a balanced global communication order.
Takeaways
- 🌐 Development communication is the strategic use of communication to facilitate positive social change and advance social development.
- 📢 It encompasses approaches like information dissemination, behavior change, social marketing, social mobilization, media advocacy, communication for social change, and community engagement.
- 🎓 Erskine Childers viewed development communication as a discipline that considers human behavioral aspects in the design and implementation of development programs.
- 🌱 The concept recognizes communication as a catalyst for social progress and uses existing technologies and theories for societal improvement.
- 🔗 It is closely related to sustainable development, aiming to enhance a community without harming the environment or resources.
- 🗣️ Development communication is a social process that involves exchanging information to achieve consensus on actions that consider everyone's interests, requirements, and capabilities.
- 🏛️ Historically, it emerged from initiatives in the 1940s and grew as an academic discipline in the 1950s, with significant supporters like Daniel Lerner, Wilbur Schram, and Everett Rogers.
- 🇮🇳 In India, development communication is crucial for conveying social schemes and government announcements to rural populations, with radio being a key medium.
- 🌍 Globally, the importance of development communication is acknowledged, with initiatives like the International Program for the Development of Communication (IPDC) aiming to promote media growth in poor nations.
- 📚 UNESCO's efforts, including the McBride Commission and the establishment of the international program for communication development, highlight a commitment to a more just and effective global information and communication order.
Q & A
What is development communication?
-Development communication is the practice of using communication processes, methods, and concepts to affect positive social change and aid in the advancement of social development. It involves information dissemination, behavior change, social marketing, social mobilization, media advocacy, communication for social change, and community engagement.
How does development communication help in societal improvement?
-Development communication helps in societal improvement by using strategic communication to address social problems, leveraging existing communication technologies, and applying theories for result-driven methods aimed at enhancing the quality of life.
What is the role of communication in sustainable development?
-Communication plays a crucial role in sustainable development by enhancing a community through the use of information and technology, as well as the community's ability to maintain an ideal state without harming its environment and resources.
Who characterized development communication as a discipline in development planning?
-Erskine Childers characterized development communication as a discipline in development planning and implementation, emphasizing the importance of human behavioral aspects in the design of development programs and their aims.
What are the historical origins of development communication?
-The concept of development communication can be traced back to initiatives in the 1940s, with broad use arising from challenges post-World War II. The growth of communication sciences as an academic discipline began in the 1950s with significant supporters like Daniel Lerner, Wilbur Schram, and Everett Rogers.
How does development communication operate in India?
-In India, development communication operates through traditional mediums like radio, which is used to convey important announcements and government schemes, especially in remote villages. Community radio is also significant, discussing village priorities, issues, and playing devotional songs.
What is an example of a development communication program mentioned in the script?
-An example of a development communication program mentioned is the HIV/AIDS program, where baseline sample surveys are conducted, content is developed in various forms, and there is periodic evaluation of the annual impact.
What are the possible steps for development communication in the future?
-The possible steps for future development communication include initial assessment of the situation or audience, designing a strategy for communication, building discussion themes, preparing communication methods and materials, field communication, and feedback or evaluation.
What is the International Program for the Development of Communication (IPDC)?
-The IPDC is a UNESCO program that focuses on promoting the growth of mass media in poor nations by enhancing technical and human resources for the media, establishing community media, and modernizing news agencies and broadcasting organizations.
How does the United Nations support development communication?
-The United Nations supports development communication through various initiatives, including the adoption of Article 19 of the UDHR, which affirms the right to freedom of opinion and expression, and the establishment of the McBride Commission to study communication problems and promote a more just and effective global information and communication order.
Outlines
🌐 Development Communication: A Catalyst for Social Progress
This paragraph introduces development communication as a strategic practice aimed at fostering positive social change and advancing social development. It encompasses various approaches such as information dissemination, behavior change, social marketing, social mobilization, media advocacy, and community engagement. The concept is rooted in the belief that communication can be a powerful tool for societal improvement. The paragraph also touches on the historical development of the field, dating back to the 1940s, and its evolution through various schools of thought. It highlights the role of development communication in addressing social issues and the importance of using communication technologies and theories to drive societal improvement.
📢 Development Communication in India: Bridging the Rural-Urban Divide
The second paragraph delves into the specific application of development communication in India, emphasizing the importance of traditional media like radio in reaching rural populations. It discusses how radio broadcasts, including those by the prime minister, are used to communicate government schemes and social development initiatives. The paragraph also mentions the use of community radio to address local issues and the role of various media in educating children in remote areas. An example of an HIV/AIDS program is provided to illustrate the steps involved in development communication, including baseline surveys, content development, and periodic evaluation. The paragraph concludes with a look at the international perspective on development communication, highlighting initiatives like the International Program for the Development of Communication (IPDC) and the United Nations' efforts to promote a more just and effective global communication order.
🌟 Conclusion: The Future of Development Communication
The final paragraph serves as a conclusion to the presentation, inviting the audience to engage with the content by liking, sharing, subscribing, and commenting. It encourages viewers to express their thoughts on the presentation and to suggest other topics they would like to learn more about, thereby promoting further discussion and exploration of development communication as a field.
Mindmap
Keywords
💡Development Communication
💡Information Dissemination
💡Behavior Change
💡Social Marketing
💡Social Mobilization
💡Media Advocacy
💡Community Engagement
💡Sustainable Development
💡HIV/AIDS Program
💡International Program for the Development of Communication (IPDC)
Highlights
Development communication is the practice of using communication to affect positive social change.
It aids in the advancement of social development through information dissemination and behavior changes.
Erskine Childers characterized development communication as a discipline in development planning.
Development communication uses strategic communication to address social problems.
It is also defined as purposeful communication aimed at a specific target audience.
Development communication is closely related to the principles of sustainable development.
The concept traces back to initiatives in the 1940s and grew after World War II.
The World Bank promotes development communication through its development communication division.
Development communication in India uses traditional radios to communicate important government schemes.
Community radio is vital in villages for discussing local issues and priorities.
HIV/AIDS programs use development communication strategies for periodic evaluation and impact assessment.
International initiatives like IPDC focus on promoting mass media growth in poor nations.
UNESCO's McBride commission aimed to study communication problems and report findings.
UNESCO established the international program for communication development to strengthen media in developing nations.
The goal is to protect independent, local, and Indigenous media and ensure a free flow of information.
Development communication involves initial assessment, strategy design, and feedback evaluation.
Transcripts
in this presentation you will learn
about development communication
the practice of using communication
processes methods and Concepts to affect
positive social change is known as
development communication
development communication is also the
use of communication to Aid in the
advancement of Social Development
so it simply helps Social Development
information dissemination that means
spread of information and education
Behavior changes
social marketing
social mobilization
media advocacy communication for social
change and Community engagement are all
examples of development communication
approaches
Erskine Childers characterized it as a
discipline in development planning and
implementation in which more adequate
account is taken of human behavioral
aspects in the design of development
programs and their aims
development communication uses strategic
communication to help soil social
problems in developing cultures
information dissemination and education
Behavior change social marketing social
mobilization media advocacy
communication for social change and
Community engagement are all examples of
development communication approaches
recognizing the power of communication
as a catalyst for social progress is
what development communication is all
about
it is also the use of existing
communication Technologies and uses
theories for result driven methods for
societal Improvement
development communication can also be
defined as purposeful communication
aimed at a specific target audience that
allows information to be translated into
action which results in an improved
quality of life
development communication can also be
closely related to the principles of
sustainable development which can be
defined as the enhancement of a
community via the use of information and
Technology as well as the community's
ability to maintain the produced ideal
State without harming its environment
and resources
development communication can also be
seen as the exchange of information with
the goal of achieving an agreement on a
course of action that takes into
consideration everyone's interests
requirements and capabilities as a
result it is a social process
history of development communication
the concept of development communication
may be traced back to initiatives
undertaken in various parts of the world
throughout the 1940s
but its broad use arose from challenges
that occurred in the wake of World War
II
the growth of communication Sciences as
an academic discipline began in the
1950s with Daniel Lerner Wilbur Schram
and Everett Rogers among the most
significant supporters
according to manuzo
the history can be divided into six
different schools like the brettonwood
school Latin American Indian Los Banos
African and participate development
communication schools
the World Bank has also taken interest
in promoting this field through its
development communication division
and in June 2008 it has also established
the development communication Source
book a resource addressing the history
Concepts and practical applications in
this discipline reflects the growing
interest in these types of applications
definitions of development communication
created the term development
communication in the year 1972
and she defines it as the Art and
Science of human communication which is
linked to our society's planned
transformation from a state of poverty
to one of dynamic socio-economic growth
that makes for greater equity and the
larger unfolding of individual potential
the World Bank defines development
communication as the integration of
strategic Communication in development
projects based on a thorough grasp of
indigenous realities
development Communication in India
in India still 70 percent of the
population resides in villages
traditionally radios have been used to
communicate
it has saved people through weather
reports Health warnings Etc
especially in remote Villages where
there are no proper roads even today
radios help in conveying important
announcements schemes from the
government to the people
for example today monkey bath a radio
program addressed by the present prime
minister
discusses the areas about which the
people of the country have to work
together like swachh Bharat abhiyan
volunteering water conservation fit
India exams women empowerment
environment related issues and Other
Stories
there are also people given
opportunities expressed to the radio
through their own life stories
in a diverse country like India
communication of schemes for Social
Development becomes very important
here the current medium of communication
which is television radio newspaper
helps
important social issues are communicated
through competitions plays role play
drawings Banners To children in remote
or remote areas
Community radio is still an important
part of villages which talks about
Village priorities issues songs
festivals important decisions related to
the village and even plays devotional
songs
these radios are run by the villagers
let us look into development
communication with an example of HIV
AIDS program as to how these programs
are handled
periodically there are Baseline sample
surveys being conducted
content developed as form of textbooks
banners pamphlets video clips
documentaries and there is periodic
evaluation on the annual impact
development communication possible steps
for the future
initial assessment of the situation or
the audience
designing a strategy to communicate
building the discussion themes for
communication preparing communication
methods materials for communication
going to the field and communicating
feedback or evaluation of the feedback
development communication from
International perspective
globally too the importance of
development communication has been
realized there are several initiatives
taken by International forums for
enhancement of communication
the international program for the
development of communication ipdc is a
United Nations educational scientific
and cultural organization program which
focuses on promoting the growth of mass
media in poor Nations
the United Nations General Assembly on
December 10 1948 adopted and proclaimed
Article 19 of the udhr as a resolution
21783
everyone has the right to freedom of
opinion and expression this right
includes the freedom to hold opinions
without interference and to seek receive
and impart information and ideas through
any media regardless of boundaries
in 1977 UNESCO established the
international commission for the study
of communication problems also known as
McBride commission and named for its
chairman Sean McBride
the commission was granted three years
to conduct investigations and report to
UNESCO
the report many voices one word was
later delivered to the Belgrade assembly
in October 1980. as a result of the
findings UNESCO established the
international program for communication
development
according to the program's website it
exists to strengthen the means of mass
communication in developing nations by
enhancing Technical and human resources
for the media establishing Community
media and modernizing news agencies and
broadcasting organizations
at its gender conference in Paris in
November 1987 UNESCO called for the
continuation of its major plan
communication in the service of men in
which it reaffirmed that
it is essential gradually to eliminate
existing imbalances in the field of
communication in particular by fostering
the development of infrastructure
training of people strengthening of
production and dissemination
capabilities in developing countries and
to encourage a free flow of information
at the U.N general assembly is June 2004
session it was decided to maintain the
committee to review United Nations
public information policies and
activities with a mandate that included
promoting the establishment of a new
more just and more effective World
information and communication order
intended to strengthen peace and
international understanding based on
free circulation and wider more balanced
dissemination of information and to make
recommendations
the goal was to protect more independent
local and Indigenous media
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