history and theoretical perspectives of development

Presentation about history and theoretical perspectives of development

1. Theoretical perspective of Development How can we approach development from various theoretical perspectives 1. Economic Theory 2.Pychological Theory 3. Political Theory 4. Communication Theory 5. Daniel Learner’s theory 6. Diffusion of Innovation Theory

2. Development Communication and Theories Industry is the prime mover of the economy. Therefore, a major part of investment must go into industry and what is necessary to fuel it, including raw materials, transportation, and training. • Modem society requires more specialists rather than generalists, with each sector (e.g., industry, health) expected to have its own special skills and responsibilities. • Public EDUCATION is needed to raise the abilities of the entire work force and of the proportion able to participate in government. Health care and family planning are needed to increase the well-being of the population and curtail demand for jobs, housing, and the like.

3. • In situations in which rapid development is desired, necessary information can be diffused and PERSUASION can occur through the mass media with the aid of an extension service (see DIFFUSION; INTERPERSONAL COMMUNICATION). Adoption of promising innovations should be encouraged, along with increases in productivity. • The profits from centrally owned and managed industry, trade, and sale of manufactured goods would be expected to "trickle down" from the center of the system to the periphery, from the industries and central markets to the farms, from the cities to the villages.

4. Theories: 1 Economic Theory Walt Rostow's The Stages of Economic Growth (1960) was very influential through the early 1960s. His approach described development as consisting of five successive stages: (1) traditional society, (2) preconditions for "takeoff," (3) "takeoff," (4) "drive toward maturity," and (5) self-sustained growth, in which it is possible for the country to move on without further help from the outside. Frederick Frey, in a comprehensive review published in 1973, argued that economic theories had paid little or no attention to communication factors even though several were clearly implicit in their assumptions and formulations for action. By emphasizing organization and economies of scale, for example, these theories ignored relevant social, political, cultural, and other noneconomic factors that influence development.

5. 2. Psychological Theory of development Although economists commonly interpreted development to mean broad changes in the social and economic structure of a country, psychologists approached the problem at the level of the individual, taking development to be a problem of "modernization" of the people and not just of abstract of macrosocial or macroeconomic structures. The work of two U.S. scholars was very influential: David C. McClelland's The Achieving Society (1961) and Everett E. Hagen's On the Theory of Social Change (1962). Both emphasized individual characteristics as determinants of social structure and change.

6. 2. Psychological Theory of development Hagen argued that social structure is a function of personality, and he paired traditional society with a "traditional personality" and modem society with a creative, innovative personality. The predominant features of the traditional personality were defined as low self-esteem, authoritarianism, resistance to innovation, and little or no inclination to perceive the world as subject to human manipulation. Modern communication media, are capable of producing enduring changes in the personality of individuals. McClelland's view elaborated "need for achievement" as fostering an individual's desire to meet demanding challenges, to surmount tests, and to succeed in the face of difficulties. A society full of such persons is likely to be an achieving-and consequently a "developing"-society.

7. 3. Political Theory Political scientists took a different approach, emphasizing the importance of the country's political system as a determinant of the social and economic domains. Because many of the "underdeveloped" countries were, in fact, new nations that had attained their independence after World War II. Analysts in the West hypothesized that a major, immediate need was the integration of those countries as viable political and economic entities. Some of these countries could draw on offers of assistance from their former colonial rulers, but others could not or did not want to do so.

8. 3.Political Theory Many of the new countries were more or less homogeneous with respect to ancestry, LANGUAGE, RELIGION, and so on. Many others faced formidable problems trying to integrate into a unified country peoples from different ethnic, linguistic, cultural, religious, and social backgrounds. "Nation-building" was defined as a problem amenable to study by Western scholars The need to promote national identity was tied to ways of adding legitimacy to existing political institutions and power structures in charge of creating a broad consensus behind a nation's development goals.

9. 3.Political Theory Even though political theories of development paid substantial attention to communication issues, they were still mainly political formation. The media were mostly concerned with the ways in which communication processes and the mass media in particular could affect a nation's process of political development .

10. 4. Communication theory of development Rather than considering communication as one factor affecting a central process deemed to be social, psychological, political, or of any other nature, they took communication to be at the center of the development process, incorporating all other aspects in one form or another. Sociologists, anthropologists, communication researchers, and other specialists working from this perspective in the early 1960s also assumed the problem to be one of transforming "traditional" societies and peoples into "modern" ones. Those taking an anthropological view looked at the problem as one of individual modernization, a consequence of cultural and social factors and the specific characteristics of the innovations being promoted. Power relations between "donor" and "recipient" cultures, the content of the "message" implicit in the innovations, and the resistance to change at both the cultural and the individual level were analyzed.

11. 4. Communication theory of development The common stages of the innovation-adoption process were identified, but it would be up to sociologists to provide a more complete picture. the "stages" of the adoption process to include the following five: awareness, interest, evaluation of the innovation, trial, and acceptance (or rejection). Groups studied included farmers (e.g., adoption of new attitudes, seed types, or farming practices), women of childbearing age (e.g., adoption of family planning), and doctors (e.g., adoption of new drugs). Many valuable lessons on the ways in which social groups assimilate (or reject) innovations were learned, but the theoretical and practical limitations of the approach also became evident, among them a tendency to rely on survey methods even when they were inadequate for the cultural and historical context or for the specific problem under study.

12. Daniel Learner and his theory one of the most influential theories that assigned a very important role to communication was proposed by U.S. scholar Daniel Lerner. In The Passing of Traditional Society (1958) Lerner identified four critical variables that he said summarized the development process: 1.urbanization, 2.leading to increased literacy, which in turn affects 3.mass media exposure, 4. resulting in greater economic and political participation in society. Lerner himself to allow for reciprocal influences between literacy and mass media exposure. Several other researchers tested many other models, using the same four variables on different data sets and later including other variables to create more complex models. Frey synthesized into two variables, which he labeled "exposure to change" and "cognitive flexibility," what he considered to be the most important features required for the process of individual modernization.

13. Diffusion of Innovation theory It was proposed by Everett M.Rogers His main works: the diffusion of Innovations (1962), and modernisation among peasants: the impact of communication. Three agenda: Media agenda, Public agenda, policy agenda Definition: It is study of social change brought about by the application communication research, theory and technologies to bring about development. Development is a wildly participatory process of social change in a society, freedom, intended to bring about both social and material advancement, including grater quality, freedom, and other valued qualities for the majority of people through their gaining greater control over their government. It is top-down information model. It was criticised as an expensive mistake and false expectations

14. SMCRE Model of communication S - for Source M- for message C- for control R- for Receivers E- for Effect the desirable behaviour Democratizing the development communication process Dialogue through information sharing and amplifying the voices of the people who are beneficiaries. It is a collective action of agents of social change and the people.

15. Communication for development (C4D) It is advocating social transformation on the basis of dialogue and co-construction of meaning through community organisation, mobilisation and participation. UN General Assembly Resolution in 1996 gave a definition: Communication for development stresses the need to support two-way communication systems that enable dialogue that allow communities to speak out, express their aspirations and concerns, participate in the decisions that relate to their development. WCCD (World congress for communication development) in Rome 2006. It said: social process based on dialogue using a broad ranges pf tools and methods. It is also about seeking change at different levels including listening, building trust, sharing knowledge and skills, building policies, debating and learning for sustained and meaningful change.

16. 11 th United Nations Inter-Agency Roundtable on communication for development in 2009 Theme: Moving communication for development up the international development agenda: Demonstrating impact and strengthening the intuitional position. It gave inter-related priorities for recognising communication as fundamental component in development. Advocacy with policy makers. Monitoring and evolution to demonstrate impact Training of communication for development.

17. Features of communication for development Features: It is about the people and the process needed to facilitate their sharing of knowledge and perceptions in order to effect positive developmental change. It is based on dialogue to promote stakeholders’ participation It allows two-way horizontal model not the traditional one-way model. It gives voice to those most affected by the development issues. It recognizes that reality is largely socially constructed. It is very contextual. There is no universal formula. It uses number of tools, techniques and media and methods. It facilitates mutual understanding, bridge differences of preceptions

18. Indian Models: Amartya Sen He talks about two processes: Development and Communication Human Agency (the power of human creativity) social capital(mix of complex norms, trust, information and networks) The question of equality and access come into play. His argument: Commodities are not value in themselves but only to the extent that they give people the ability or opportunity to live valuable and flourishing lives. Economic opportunities, political liberties, social power, enabling conditions of good health, basic education etc. Liberty to participate in the social choice and in the making of public decisions that impel the progress of these opportunities.

19. Nobel prize winner- Amartya sen

20. Nicolas Garnham: Adding to Sen’s ideas Real opportunities and real achievement is very important. Capability approach highlights is that access is not enough. Not mere choices and between products and services with minimal real differences. The ability of the people actually to make of these options. TO achieve the relevant functions is very important. We need include those who are left out. We need to take into account various general types like class, gender, income, skill, location and infrastructure. Inadia -specific issue- the caste problem. The cause of difference in treatment and incomes sources

21. Rights-based approach to development It has human rights and obligations along with human dignity and social justice at its core. Development communication is very much influenced by this approach. UNDP, UNICEF, UNESCO, UNIFEM, FAO, CARE, Action Aid, HelpAge International Organisations operate on the human-rights based approach. Rights-based analysis: 1. Causality analysis- to identity the causes for non-realising the human rights. 2.Pattern Analysis: claim-holders and duty-holders –realisation of rights 3. Capacity Gap analysis: Claim-holders are not capable of claiming their rights. 4.Programme design: Priority actions, projects should be clustered.