communicating development
DESCRIPTION
communicating development, social marketingTRANSCRIPT
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COMMUNICATING DEVELOPMENT
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DEVELOPMENT
- CHANGE
- GROWTH
- IMPROVEMENT
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APPROACHES TODEVELOPMENT
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SOCIALMARKETING
SOCIALMOBILIZATION
DEVELOPMENTCOMMUNI-
CATION
INFORMATION, EDUCATION,
COMMUNICATION
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- THE PROCESS OF USING PEOPLE’S PARTICIPATION WITH
THE POLICY APPROVAL OF PERTINENT LEADERS TO
ACHIEVE DESIRED SOCIAL, POLITICAL AND OR ECONOMIC
ENDS
SOCIAL MOBILIZATION
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SOCIAL MARKETING
- Social change management technology aimed at increasing the acceptability in one or more groups of a social idea or practice
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INFORMATION, EDUCATION,
COMMUNICATION
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DEFINITION OF COMMUNICATION
COMES FROM THE LATIN WORD COMMUNIS, WHICH MEANS COMMON OR ONE
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HUMAN BEINGS RELATE TO ONE ANOTHER THROUGH THE USE OF ONE OF THE WAYS BY WHICH CODES AND SYMBOLS
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PURPOSE
TO SUCCEED IN HAVING A
MESSAGE, AN IDEA, A CONCEPT
TRANSMITTED. IT CAN THEN BE
ACCEPTED TO REJECTED
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KINDS
= ONE WAY
= TWO WAY
= THREE-WAY
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THE COMMUNICATION PROCESS
S C ERM
FEEDBACK
Lasswell Model
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SENDER
WHO
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MESSAGE
SAYS WHAT
CODE
CONTENT
STYLE
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CHANNEL
= MAKES THE MESSAGE SEEN, HEARD, TOUCHED, SMELT OR FELT
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RECEIVER
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EFFECT
CHANGE IN THE BEHAVIOR OF THE RECEIVER AS A RESULT OF
THE TRANSMISSION OF THE MESSAGE
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FEEDBACK
RESPONSE THAT THE AUDIENCE GETS AS A REACTION TO HIS
MESSAGE
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KINDS
MASS
= electronic
INTERPERSONAL
SPECIAL
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COMMUNICATION THEORIES
SOCIAL CATEGORIES
= this theory suggests that there are social groupings in society. Since
these clusters have commonly-shared experiences, they also have similar norms, values and attitudes
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TWO-STEP FLOW THEORY
SUGGESTS THAT INFORMATION MOVES IN TWO PHASES. FIRST FROM THE MEDIA TO OPINION LEADERS AND FROM OPINION
LEADERS TO PEOPLE WHO DEPEND ON OTHERS FOR THEIR
INFORMATION SINCE THEY ARE LESS EXPOSED TO MEDIA
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BALANCE THEORY
SUGGESTS THAT PERSONS WHO HAVE SIMILAR CHARACTERISTICS
OR COMMONLY-SHARED EXPERIENCES ALSO HAVE HARMONIOUS RELATIONS
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COGNITIVE DISSONNANCE THEORY
SUGGESTS THAT SINCE DISSONANCE IS UNCOMFORTABLE TO A PERSON, HE WILL BE MOTIVATED TO TRY TO REDUCE IT IN ORDER TO ACHIEVE
CONSONANCE BY SEEKING OUT INFORMATION THAT WILL
REINFORCE HIS BELIEF OR ACTIVELY AVOID INFORMATION THAT WILL
INCREASE HIS DISSONANCE.
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REINFORCEMENT THEORY
STATES THAT ATTITUDE CHANGE RESULTS FROM LEARNING
PRODUCED THROUGH REINFORCMENT
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CREDIBILITY THEORY
STATES THAT COMMUNICATION STARTS WITH A CLIMATE OF
BELIEF, BUILT BY PERFORMANCE ON THE PART OF THE SOURCE
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GATEKEEPER CONCEPT
STATES THAT ALL ALONG THE COMMUNICATION CHAIN, ARE
SEVERAL “GATEKEEPERS” WHO CAN “OPEN” OR “CLOSE” THE GATE
TO ANY MESSAGE THAT COMES ALONG
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DEVELOPMENT COMMUNICATION
ANY OR ALL SUPPORT COMMUNICATION FOR
DEVELOPMENT
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= COMMUNICATION FOR A
PLANNED CHANGE
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DEVELOPMENT COMMUNICATION
The art and science of human communication applied to a speedy transformation of a country and its
people from poverty to a dynamic state of economic growth which will bring about the fulfillment of the human
potential
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DEVCOM SEEKS TO INFORM, EDUCATE
AND MORE IMPORTANTLY TO MOTIVATE
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DEVELOPMENT COMMUNICATOR HAS THE
ROLE OF MOBILIZING AUDIENCE AND
PERSUADING THEM TO JOIN IN THE
DEVELOPMENT EFFORTS
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AQUINO ADMINISTRATION
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= INSTITUTIONALIZATION OFCOMMUNITY COMMUNICATION
= INCLUSION OF COMMUNICATION
STRATEGIES IN THE MTPDP
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RAMOS PRESIDENCY
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PROSPERITY
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ESTRADA PRESIDENCY
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PARA SA MASA
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BEAT THE ODDS
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8 IN 2008
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KEEPING UP PESO’S
STRENGTH
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STRONG ANTI-TERRORISM STANCE
AND
BETTER JOB CREATION
PROGRAM
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GATHERING MOREINVESTMENTS
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BETTER HEALTH CARE
SYSTEM
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PUTTING A HOUSING AND
HUNGER MITIGATION
PROGRAM IN PLACE
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IMPROVING EDUCATION
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REDUCING COST OF
LIVING
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PROMOTING A
GREEN PHILIPPINES