Development communication

DEVELOPMENT COMMUNICATION-CONCEPT AND THEORIES OF DEVELOPMENT COMMUNICATION

1. DEVELOPMENT COMMUNCATION-CONCEPT AND THEORIES OF DEVELOPMENT COMMUNICATION BY KAVIPRIYA J

2. Development communication are the communication that can be used for development Here, in ‘ development communication ’, there are two words- ‘ development ’ and ‘ communication ’

3. It is about using communication to change or improve something. we use different types of messages to change the socio-economic condition of people. These messages are designed to transform the behaviour of people or for improving their quality of life.

4. Those who write or produce programmes on issues related to development are called development communicators. The term "Development Communication" was first coined in 1972 , Philippines.During the period of world war II

5. Definition Development communication can be defined as purposive communication intended for a specific target audience that allows for the translation of information into action resulting in a higher quality of life. Nora C.Quebral A widely participatory prosses of directed social change in a society,intended to bring about both social and material advancement including greater equality,freedom and other valued qualities for the majority of the people through their gaining greater controll over the environment Rogers, 1976

6. KEY ISSUES ABOUT DEVELOPMENT COMMUNICATION   The main scope and functions of development communication are not exclusively about communicating information and messages, but they also involve engaging stakeholders and assessing the situation. Development communication initiatives can never be successful unless proper communication research is conducted before deciding on the strategy.   To be effective in their work, development communication specialists need to have a specific and in-depth knowledge of the theory and practical applications of the discipline.

7. Concept The development is supposed said to go in a positive direction. It is often devoid of value judgement . The develpoment is the combination of reducing poverty,protecting the environment and ensuring sustainability

8. THEORIES OF DEVELOPMENT Modernization theory Dominant paradigm of development Dependency theory Basic needs model

9. Modernization Theory It is the theory used to summarise modern transformation of social life. The theory looks at the internal factors of the country. It is an evolutionary theory that assumes with the help ”traditional” countries can develop in the same way as “modern” countries did.

10. Rostow -He concentrates on the economic side of the modernization He trying to show factors needed for the country to reach the path to modernization in his Rostowian take-off model

11. 5 Basic stages 1.Traditional society 2.Preconditions for take-off 3.Take off 4.Drive to maturity 5.Age of high mass consumption

12. Modernization Theory And Technology New technology is the major sources of social change Technology will be recognized but not to put to use for a very long time Technology makes it possible for a more innovated society and broad social change eg.cellphones New technology also helped people to recover after the impact of natural disasters.

13. Dominant paradigm of development It was propounded by learner ,1960 which influences and guided many National Development Programmes . Aim -Rising the standard of living of the people by alleviating poverty while improving the economy.

14. Rogers 1976- Dominant paradigm saw mass communication as a powerful and direct force to diffuse information and innovations about development issues to the masses This model emphasized that 1.Modernization could achieved by increasing productivity,economic growth and industralization . 2.Development is measured by GNP

15. 3.Causes of underdevelopment is due to internal causes of the country,individual and social structures 4.Change can be bought about by attitudes,values and beliefs of the people 5.Developing countries made efforts to the development by promoting heavy,capital intensive industalization . 6.There should be a shift from static agricultural,primitive,rigid society to a dynamic,industrialized and social mobility nation 7.Acceptance of technology and innovations are important

16. Constraints 1.This model does not recognize the external constraints 2.This model failed to differntiate between the developing countries and rich countries in terms of low resourses requiring ,different dvelopment handling 3.All development nations have not been ideal nations 4.Each countries have their own needs and therefore need their own model of development

17. Dependency Theory Raul prebish (1950)-The economic growth in the advanced industrialized countries did not lead to growth in the poor countries. They argued development was a result of underdevelopment and underdevelopment was a result of development

18. Premises of the dependency theory 1.The foreign penetration,technology and information have created underdevelopment rather than beign a force of develpoment . 2.Poor nations provide market access to wealthy nations 3.Wealthy nations actively perpetuate a state of dependence by various means.This influences may be multifacted involving economic,media,banking and all human resources development

19. 4.Factors exercising constraints on development are inequality in terms of internatoinal trade,economic,cultural,etc 5.Wealthy nations actively counter attemps by dependent nations to resist their influence by means of economic sanctations . 6.The economic and cultural dependency on developed countries shapes the social and economic structures of many developing countries. 7.Consistent with these assumptions ,many dependency theorists advocate social revolutions as an effective means to the reduction of economic disparties in the world system.

20. Constraints 1.It examines dependency in external terms 2.It fails to comprehend the complexities and variety of indigenous culture 3.It sees people as dominators-dominated, powerful-oppressed, active or passive 4.Stress is on the nation and not on the social class

21. Basic needs model Paul streeten-Usuall indicators of development such as GNP and per capita measures did not gave adequate growth to the quality of life of an individual. This model was supported by UNESCO,World bank. It is a non western model because it is concerned with the needs of the developing countries.

22. The model emphasizes that 1.There are large sections of the countries population who do not participate in social, cultural, economical and political activities of the country 2.Non participating peoples are the marginal sections of population without the basic services. 3.This section is without education and does not participate in political process 4.They are not integrated in social life 5.Few people dominate the economic scene and reap the advantages

23. 6.This model is the direct attack on poverty both absolute and relative 7.This model endores that the development must enhance the welfare of the poor and satisfy minimum needs 8.It includes the satisfaction of non material good for quality of life once the material needs are satisfied

24. Limitations 1.The desire to keep the third world countries as non competitive, largely pastoral societies, through a little better fed, housed and educated 2.The gap between the developing and developed world may further widen and work aganist interest of people in the developing countries 3.The basic needs may me met in the authoritarian and paternalistic way and may lead to powerless and dependency

25. Reference Pannu parveen,yuki azaad tomar.2012.Communication technolong for development.International publising house.New delhi . Cfamedia.org.in Dubey v.k,k.npandey and ranskekhara pandey.2009.development communication.International book distributing co.Lucknow .