Introduction to Development Communication (DevCom)

Vocabulary flashcards covering key terms and concepts introduced in the lecture on Development Communication.

Development Communication (DevCom)

The planned use of human communication to promote a society’s transformation from poverty to dynamic socio-economic growth.

Communication for Development (C4D)

Another label for Development Communication that stresses using communication processes to achieve development goals.

Development Support Communication

A synonym for DevCom emphasizing communication’s supportive role in development projects.

Communication for Social Change

Perspective of DevCom focused on using communication to foster positive social transformations.

Planned Communication Strategies

Systematic, research-based methods applied to guide DevCom interventions toward desired outcomes.

Nora Cruz Quebral

Filipino scholar who coined the term “Development Communication” and defined it as the art and science of human communication linked to planned social transformation.

Everett Rogers

Communication theorist who stated DevCom’s purpose is to support sustainable change in development operations by engaging key stakeholders.

Art (in DevCom)

The creative side of designing messages and media that attract and hold audience attention.

Science (in DevCom)

The systematic, research-driven approach used to plan, implement, and evaluate communication interventions.

Stakeholders

Key individuals or groups engaged and affected by a DevCom program; their participation is essential for success.

Sustainable Change

Enduring improvements in economic, social, or environmental conditions achieved through DevCom efforts.

Conducive Environment

Favorable context created by DevCom for assessing development risks and opportunities.

Behavior Change

Modification of individual or group actions as a result of DevCom messaging.

Social Change

Shifts in societal norms, structures, or relationships stimulated by communication for development.

Interventionistic

Characteristic of DevCom that involves deliberate, planned actions to influence development processes.

Multiple Channels

Use of various media—interpersonal, mass, and digital—to deliver DevCom messages.

Non-formal Education

Learning activities outside formal schooling where DevCom often operates, e.g., farmer training sessions.

Holistic Approach

DevCom principle combining local knowledge with modern science while respecting ecological and cultural contexts.

Indigenous Process

Development methods grounded in local traditions and resources rather than imported models.

Structural Transformation

Large-scale changes in social or economic structures prompted by development initiatives.

Cognitive Domain

DevCom target area concerning knowledge and understanding.

Affective Domain

DevCom target area concerning attitudes and feelings.

Psychomotor Domain

DevCom target area concerning practical skills and actions.

Catalyst for Social Change

Role of DevCom in accelerating progress that would otherwise take much longer.

Dynamic State of Economic Growth

DevCom goal of creating active, continuous economic advancement.

Greater Social Equality

Objective of narrowing the gap between rich and poor through communication-driven development.

Fulfillment of Human Potential

DevCom aim to help individuals and societies realize their full capabilities.

People-centered Approach

DevCom orientation that places human beings—farmers, workers, youth—at the core of all communication efforts.

Local Resources

Materials, knowledge, and manpower available within a community that DevCom seeks to mobilize.

Waste Management Communication

Example of DevCom applying the scientific method—problem identification, data gathering, surveys, hypotheses—to improve community waste practices.