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Dev com history

Development communication is a field focused on leveraging communication strategies to address developmental and modernization challenges, particularly in developing countries. It seeks to mobilize people and resources for developmental goals, fostering behavior change through strategic communication rather than just information dissemination. The evolution of this field reflects a shift from traditional economic models to participatory approaches that emphasize local involvement and addressing the communication gap in socio-economic contexts.

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Development Communication Historical Perspective
What is Development? Gross National Product Growth Infrastructure IdeologyTechnology Change 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/
What is Development Communication? 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/devel opmentc/developmentc.htm
What is Development Communication? 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
What is Development Communication? 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 mover Modern society needs specialists Education for participation in governance Persuasion with ‘mass media’ & Diffusion of innovation Tickle down of profits from Centre to Periphery
1960s Economic Theories: Growth Psychological Theories: Modernization Political Theories: Underdevelopment to Developing Communication Theories: Transformation Sociologists/Anthropologists/Communication
1970s Third 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 paradigm Emphasis “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 MODEL Participatory communication Diffusion of social and technological innovations Access at local level Local context/history of communication CONSTRAINTS Paradox of central vs. decentralization Conventional economic policies Reach of information Local dynamics and elite control
PHILOSOPHY Focus needs of people of developing nations From per capita income to physical quality of life CAUSES for UNDERDEVELOPMENT Poorest of poor can not participate in dev. Organization of poor Lack of appropriate macro framework Communication gap and information poverty Basic Needs model: Non-Western model
Basic Needs model: Non-Western model COM.n MODEL Decentralization and integrated rural dev. Two way top-down and bottom-up Mass media as well as interpersonal Community TV/radio/ papers etc. CONSTRAINTS Needs financing from local rich not foreign Creates global imperialism dynamics at local level Difficulties of macro plans and micro dynamics
TODAY Varied Approaches to Development Communication Diffusion of innovation theory Advocacy 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 Reading Lerner, 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.
References Narula, 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.htm Development Communication projects: http://www.ou.edu/idc/Res_DevComm.htm http://gcra.uaeu.ac.ae  others………..