DEVELOPMENT COMMUNICATION

Nora C. Quebral.

She formally introduced Development Communication (DevCom) in 1970, particularly through academic work at UP Los Baños.

Development Communication

A planned use of communication to promote social change and development.

Development Communication

It is intentional (planned)

It is goal-oriented

It focuses on improving people’s lives

CORE CHARACTERISTICS OF DEVCOM

1. Purposive: DevCom is not random it is designed to change behavior.

2. Pragmatic: It focuses on real-world results, not just theories.

3. Value-Laden: Messages reflect values like 5 E’S

4. Not Just Mass Communication DevCom uses: Interpersonal communication (meetings, discussions) Community media Digital platforms

Purposive

DevCom is not random it is designed to change behavior.

change behavior

DevCom is not random it is designed to (?)

Pragmatic

It focuses on real-world results, not just theories.

real-world results

It focuses on (?) not just theories.

Poverty

The biggest issue DevCom addresses is: (?)

 Health issues

 Environmental problems

 Education gaps

 Social inequality

DevCom addresses

a. Gain knowledge

b. Change behavior

c. Improve living conditions

DevCom helps people:

 Poverty- Lack of basic needs (food, shelter,

education)

 Pollution- Environmental damage

 Child Abuse (Types: Physical ,Emotional Neglect

Law: RA 7610 → protects children)

SOCIAL ISSUES IN DEVCOM

protects children

RA 7610

• Source

• Message

• Channel

• Receiver

• Effect/Feedback

• Noise

COMMUNICATION PROCESS (BERLO MODEL)

ELEMENTS

Source

The sender of the message

Message

The information being shared

Channel

The medium used

Receiver

The audience

Effect / Feedback

The response

NOISE

Anything that disrupts communication

• Intrapersonal - Communication within oneself, Thinking, self-talk

• Interpersonal- Face-to-face interaction, Most effective for behavior change

• Mass Communication-Large audience via media

LEVELS OF COMMUNICATION

Shannon & Weaver

Introduced noise, Linear model

Laswell Model Formula

Who says what, in which channel, to whom, with what effect, No feedback

Osgood - Schramm

Cyclical Two-way communication , Both sender and receiver exchange roles

Newcomb Model

Focuses on relationships Communication maintains balance between people

noise

Shannon & Weaver - Introduced(?) , Linear

model

cyclical

(?) Two-way communication , Both sender and receiver exchange roles

relationships

Newcomb Model-Focuses on (?) Communication maintains balance between people

• Authoritarian Theory-Government controls media

• Libertarian Theory- Media Acts as watchdog

• Social Responsibility Theory- Media must be ethical and responsible

• Soviet-Totalitarian Theory- Media is state-owned Used for promoting ideology

FOUR THEORIES OF THE PRESS

Authoritarian Theory

Government controls media

Libertarian Theory

Media Acts as watchdog

Social Responsibility Theory

Media must be ethical and responsible

Soviet-Totalitarian Theory

Media is state-owned Used for promoting ideology

watchdog

Libertarian Theory - Media Acts as (?)

media

Authoritarian Theory - Government controls (?)

ethical and responsible

Social Responsibility Theory - Media must be (?)

state-owned

Soviet-Totalitarian Theory- Media is (?) used for promoting ideology

 Community Communication

• Focus: participation

• Uses interpersonal communication

 Community Broadcasting

• Uses radio and TV

 Educational Communication

• Focus on teaching and learning systems

 Science Communication

• Focus on technical knowledge

AREAS OF DEVELOPMENT COMMUNICATION

• Focus: participation

• Uses interpersonal communication

Community Communication

• Uses radio and TV

Community Broadcasting

• Focus on teaching and learning systems

Educational Communication

• Focus on technical knowledge

Science Communication

• Radio -Closest to interpersonal communication ,Affordable,nWide reach

• Newspaper-Oldest form of mass media, Provides detailed information

• Television-Combines audio + visual, High impact

• Digital Media- Social media, online platforms Fast and interactive

MASS MEDIA

Radio

Closest to interpersonal communication ,Affordable, n Wide reach

Newspaper

Oldest form of mass media, Provides detailed information

Television

Combines audio + visual, High impact

Digital Media

Social media, online platforms Fast and interactive

• Inform

• Educate

• Entertain

FUNCTIONS OF MASS MEDIA

Inform

provide knowledge

Educate

teach concepts

Entertain

engage audience

Philippine Information Agency

Disseminates government information, Supports public awareness campaigns