Introduction to Development Communication

  Introduction to Development  Communication

What is development communication 

Development communication is the strategic use of communication to facilitate social development, encompassing various techniques like information dissemination, behavior change, and community participation, aimed at creating positive social change.

For ex :- 

Health Campaigns:

• Pulse Polio Campaign in India:

This campaign aimed to raise awareness about polio inoculation and encourage vaccination. 

• HIV Awareness Campaign in Uganda:

This campaign focused on educating the public about HIV prevention and care. 

Agricultural Extension Programs:

• Communication Support Systems in Agriculture:

Many countries have communication systems that combine interpersonal and mass media strategies to support agricultural extension and information dissemination. 

• Farm Radio Forums:

These forums, like the ones in Canada, use radio programs, printed materials, and group discussions to educate farmers on new agricultural techniques and address social and economic issues. 

Education Campaigns:

• Sarva Shiksha Abhiyan (Education for All):

This program in India uses development communication to promote universal elementary education and community participation in school management. 

• School-on-Air (SOA):

This concept, pioneered by Radyo DZLB in the Philippines, provides non-formal education for rural communities through radio broadcasts. 

Definition Of Development communication

Nora C. Quebral

Nora Cruz Quebral was a pioneer in the discipline of development communication in Asia and is often referred to as the "mother of development communication", giving birth to an academic discipline and training many scholars in that field.

Nora C. Quebral (1972) – "Development communication is the art and science of human communication linked to a society’s planned transformation from a state of poverty to one of dynamic socio-economic growth that makes for greater equity and the larger unfolding of individual potential."

Everett Rogers

Everett M. "Ev" Rogers was an American communication theorist and sociologist, who originated the diffusion of innovations theory and introduced the term early adopter. He was distinguished professor emeritus in the department of communication and journalism at the University of New Mexico. 

Everett Rogers (1976) – "Development communication refers to the use of communication to facilitate social development. It involves the strategic use of communication to promote positive social change."

Wilbur Schramm

Wilbur Schramm is considered the founder of the field of Communication Studies. He was the first individual to identify himself as a communication scholar; he created the first academic degree-granting programs with communication in their name; and he trained the first generation of communication scholars.

Wilbur Schramm (1964) – "Development communication is the sharing of knowledge aimed at reaching a consensus for action that takes into account the interests, needs, and capacities of all concerned parties."

UNESCO

The United Nations Educational, Scientific and Cultural Organization is a specialized agency of the United Nations with the aim of promoting world peace and security through international cooperation in education, arts, sciences and culture.

UNESCO (1980) – "Development communication is the planned and systematic use of communication, through various forms and channels, to enhance development-oriented change."

Felix Librero

Felix Librero. Dr. Librero died Tuesday, 16 March 2021. He served as Chancellor of UPOU from 2001 to 2007. Graphics by Lovelyn Petrasanta Video edited by Christian Guevarra.

Felix Librero (2004) – "Development communication is a social process that aims to bring about positive change by using communication strategies and tools to empower individuals and communities."