Development Communication

Summary

This 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.