dev com history

Development Communication

Historical Perspective

What is Development?

Gross National Product

Growth

Infrastructure

IdeologyTechnologyChange

ProgressReality

What is Communication?

Reality

Product

Facts, Opinions,

Emotions, Ideas…

Ideology Technology Process

Interaction Exchange

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/


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/developmentc/developmentc.htm


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


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

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

1950s: Dominant Paradigm

Industry as prime moverModern society needs specialistsEducation for participation in governancePersuasion with ‘mass media’ & Diffusion of

innovationTickle down of profits from Centre to

Periphery

1960s

Economic Theories: GrowthPsychological Theories: ModernizationPolitical Theories: Underdevelopment to

DevelopingCommunication Theories: Transformation

Sociologists/Anthropologists/Communication

1970sThird 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

New paradigm of development

Reaction to dominant paradigmEmphasis “participation in development” self-development (individual involvement) self-reliance (local resources) Communication effects gap (gap in socio-

economic & information/knowledge Haves’ and Have-nots’)

New paradigm of development

COM.n MODELParticipatory

communicationDiffusion of social and

technological innovations

Access at local levelLocal context/history

of communication

CONSTRAINTSParadox of central vs.

decentralizationConventional

economic policiesReach of informationLocal dynamics and

elite control

PHILOSOPHYFocus needs of

people of developing nations

From per capita income to physical quality of life

CAUSES forUNDERDEVELOPMENT

Poorest of poor can not participate in dev.

Organization of poor Lack of appropriate macro

frameworkCommunication gap and

information poverty

Basic Needs model: Non-Western model

Basic Needs model: Non-Western model

COM.n MODELDecentralization and

integrated rural dev.Two way top-down

and bottom-up Mass media as well

as interpersonalCommunity TV/radio/

papers etc.

CONSTRAINTSNeeds financing from

local rich not foreignCreates global

imperialism dynamics at local level

Difficulties of macro plans and micro dynamics

TODAYVaried Approaches to Development Communication

Diffusion of innovation theoryAdvocacy theories Participatory communication theories Social marketing theory Entertainment Education

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

Further ReadingLerner, 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.

ReferencesNarula, 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)

Few Net Sources

http://en.wikipedia.org/wiki/Development_ communication

http://www.comminit.com http://www.mamud.com/devcomm.htmDevelopment Communication projects:

http://www.ou.edu/idc/Res_DevComm.htmhttp://gcra.uaeu.ac.ae others………..