Concept, Theories and components of Development Communication

Origin and concept

Development communication has its origin in post-war international aid programmes to countries in Latin America, Asia and Africa that were struggling with poverty, illiteracy, poor health and lack of economic, political and social infrastructure. It commonly refers to the application of communication strategies and principles in developing world. It is derived from the theories of development and social change.

The communication of information through both interpersonal and mass media to aid to development is Development Communication. However, it should not be misunderstood that information is the only causative factor of development. Rather communication of relevant information prepares and empowers the people to take up development.

The term Development Communication was perceived and taught by Nora C. Quebrol of the University of Philippines at Los Banos. Initially, it was thought of as an outgrowth of Agricultural Extension, but soon it grew to encompass a process of translating and communicating new knowledge in various fields to disadvantaged population in general and rural population in particular.

Theories and approaches

A multiplicity of theories and approaches emerged during the past fifty years which fall in different camps on following points :

• Cultural vs. environmental explanations.

• Psychological vs. sociopolitical theories and interventions.

• Attitudinal and behaviour models vs. structural and social models.

• Individual vs. community-centred interventions

• Hierarchial and sender-oriented vs. horizontal and participatory communication.

• Active vs. passive conceptions of audience.

• Participation as a means vs. participation as an end.

Definitions

E.M. Rogers (1962) : Development communication is a process by which an idea is transferred from a source to a receiver with the intent to change his behaviour. Usually the source wants to alter the receiver’s knowledge about some idea, create or change his attitude towards the idea, or persuade him to adopt the idea as part of his regular behaviour.

Nora C. Quebrol (1983) : Development Communication is the art and science of human communication applied to the speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth that makes possible greater social equality and the larger fulfillment of the human potential.

Nair and white (1987) : Participatory development communication is a two-way dynamic interaction between grassroots receivers and information source mediated by development communicator which facilitates participation of target groups in the process of development.

I. Altafin (1991) : Participatory communication refers to encouraging participation, stimulating critical thinking, and stressing process, rather than specific outcomes associated with modernization and progress, as the main tasks of development communication.

S.R. Melkote (1991) : The ultimate goal of development communication is to raise the quality of life of population, including increase in income and well-being, eradicate social injustice, promote land reform and freedom of speech, and establish community centres for leisure and entertainment.

Integration of approaches

Though there are persistent differences among theories and approaches, it is possible to identify several points of convergence, which are as follows :

• The need of political will : Community empowerment should be the intended outcome of interventions.

• A tool-kit conception of strategies : Different techniques are appropriate in different contexts in order to deal with different problems and priorities.

• Integration of top-down and bottom-up approaches : Faced with different scenarios and choices, the growing consensus is that a multiple approach that combine ‘top-down’ and ‘bottom-up’ interventions is recommended.

• Integration of multimedia and interpersonal communication : Blending of mass media with interpersonal channels is fundamental for effective intervention.

• Integration of personal and environmental approaches : Blending of ecological and human factors.

 Components of development communication

i) For communication to be effective, the providers, mediators/facilitators, and users of information must interact effectively for they are the part of the system.

ii) Development communication has concern for equality not only in terms of materials but also in terms of access to information.

iii) Development communication emphasizes the planned and systematic change. This means that we must know what our objectives are, what resources are needed to achieve the well-defined objectives, and what processes must be taken to achieve those objectives. These are of critical importance to development communication.

iv) Development communication enhances the development process. Since people are the central element in development communication, they should be will informed to be more productive.

v) Development communication is people’s empowerment. By people’s empowerment is meant providing people the capability to improve their standard of living.

Parameters of successful development communication

i) Development communication is purposive : The word purposive indicates the conscious intent on the part of the communicator. We know exactly what we want to achieve rather than just informing the audience i.e. non-purposive communication.

ii) Development means the packaging of message from recipient point of view : Planning, implementation and evaluating the effectiveness must be undertaken with audience as an active participant in the process.

iii) Development communication is pragmatic : Pragmatic means emphasizing the clarity and understandability of the message and its effectiveness in producing the desired results.

iv) Development communication is value-laden : Value-laden means attaching importance to the message. In development communication, we try to facilitate thereby highlighting the potential values of the messages to the people relative to their daily needs problems and aspirations.

v) Development communication has a end-goal : The end-goal of development communication is to attain a higher quality of human life. The term end goal has a significant implication in development communication. It implies that development communication is goal-oriented. Jamias (1975) explained that traditional study of communication focuses on media of communication i.e. mass communication.

But development communication focuses what will happen as a result of interaction. Emphasis is on goal rather the media.