Development Communication

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6 Mar 202310:27

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

00:00

🌐 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.

05:01

📢 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.

10:02

🌟 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

Development Communication refers to the strategic use of communication processes, methods, and concepts to facilitate positive social change and aid in social development. It is a discipline that takes into account human behavioral aspects in the design of development programs. In the video, it is highlighted as a catalyst for social progress, using various approaches such as information dissemination, behavior change, and social mobilization to improve the quality of life and promote sustainable development.

💡Information Dissemination

Information Dissemination is the spread of information and education, which is a key aspect of development communication. It involves making information accessible to the public to raise awareness and educate about various issues. In the context of the video, information dissemination is crucial for social development, as it helps in spreading knowledge about government schemes, health warnings, and other important announcements, particularly in remote areas.

💡Behavior Change

Behavior Change is a strategy within development communication that aims to influence people's attitudes and actions towards a desired outcome. This can involve campaigns to promote healthier lifestyles, environmental conservation, or social norms. The video mentions behavior change as one of the approaches to address social problems, suggesting that through effective communication, communities can be encouraged to adopt behaviors that lead to social improvement.

💡Social Marketing

Social Marketing is the application of commercial marketing principles to the promotion of social causes or ideas. It is used to influence social behaviors to benefit the target audience and the broader society. In the video, social marketing is presented as a tool within development communication that can be used to promote positive social change by leveraging marketing techniques to spread messages about social issues.

💡Social Mobilization

Social Mobilization is the process of engaging communities and individuals to participate in activities that address social issues or bring about social change. It involves rallying support and resources to achieve a common goal. The video emphasizes social mobilization as a critical component of development communication, as it empowers communities to take collective action towards social development.

💡Media Advocacy

Media Advocacy is the strategic use of media to influence public opinion and policy decisions. It involves creating and disseminating messages through various media channels to raise awareness and promote specific social or political issues. In the video, media advocacy is mentioned as a method within development communication that can be used to amplify the voices of marginalized groups and influence decision-makers to address social problems.

💡Community Engagement

Community Engagement is the process of involving community members in decision-making and action to address issues that affect their lives. It is about fostering partnerships and collaborations that empower communities to take an active role in their own development. The video discusses community engagement as a vital aspect of development communication, highlighting its importance in ensuring that development initiatives are responsive to community needs and priorities.

💡Sustainable Development

Sustainable Development is defined in the video as the enhancement of a community through the use of information and technology, without harming the environment and resources. It emphasizes the importance of long-term growth and development that meets the needs of the present without compromising the ability of future generations to meet their own needs. The concept is closely related to development communication as it involves the use of communication strategies to promote practices that are both socially beneficial and environmentally responsible.

💡HIV/AIDS Program

The HIV/AIDS Program mentioned in the video serves as an example of how development communication can be applied to address specific health issues. It involves conducting baseline surveys, developing educational content, and evaluating the impact of communication efforts. This example illustrates the practical application of development communication in raising awareness, changing behaviors, and ultimately improving public health outcomes.

💡International Program for the Development of Communication (IPDC)

The International Program for the Development of Communication (IPDC) is a United Nations program that focuses on promoting the growth of mass media in poor nations. It is mentioned in the video as an example of global initiatives that recognize the importance of development communication. The IPDC aims to strengthen media infrastructure, training, and dissemination capabilities in developing countries to enhance the free flow of information and support social development.

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.