Midterm-Period-Chapter-1-Development-Communication

Chapter 1: Development Communication

Introduction to Development Communication

  • Development communication (DevComm) refers to the concept and practice aimed at transforming a country and its people from poverty to economic growth and social equality.

  • Quebral (1971): "Art and science of human communication applied to the speedy transformation..."

Learning Outcomes

  • Explain DevComm in your own words

  • Discuss uniqueness and similarities with allied fields

  • Relate beginnings of development communication as a study

1.1 Different Perspectives on Development Communication

  • Personal Perspective: Reflect on your view of DevComm.

DevComm as an Art

  • Requires creativity in messaging and use of media.

  • Must gain audience attention through aesthetic design.

  • Involves creative problem-solving tasks such as interviews and behavioral change initiatives.

DevComm as a Science

  • It employs the scientific method for research and to address development problems through communication interventions.

  • Key steps include problem identification, data gathering, and material testing.

DevComm as Human Communication

  • Engages individuals through interpersonal channels or mass media.

  • Emphasizes a people-centered approach compared to other communication sciences.

Speedy Transformation

  • Acts as a catalyst for social change, enabling faster solutions to problems like locust infestations through community mobilization.

DevComm and People

  • Aims to motivate various groups (e.g., farmers, youth) for lifestyle and behavioral changes in three domains: cognitive (knowledge), affective (attitude), psychomotor (practice).

DevComm and Poverty

  • Tackling poverty is a major challenge; must understand characteristics of the poor, who often live in rural areas engaging in agriculture.

  • Policies need to target rural development to alleviate poverty.

Goals of Development Communication

  • Aim for:

    • Dynamic economic growth

    • Greater social equality

    • Fulfillment of human potential

  • Development is a continuous process, addressing widening gaps between rich and poor.

1.2 What DevComm is Not

  1. Not merely publicity or media exposure.

  2. Not only mass communication; uses various channels like community meetings.

  3. More than tools like pamphlets or seminars; focuses on problem-solving.

  4. Audience-oriented, prioritizing receiver's understanding and use of information.

  5. A commitment to social goals beyond professional exercise.

Lent's Perspective on DevComm

  • John Lent (1977) discusses government control of media and acknowledges DevComm’s role in national strategies.

Cybernetic Definition of DevComm

  • Draws from systems thinking; involves maintaining social systems on a prescribed path towards development.

DevComm as Negentropic

  • Uses information to counter societal entropy, facilitating organized development and communication.

Convergence and Cybernetics

  • Communication aims for mutual understanding between senders and receivers, moving towards a common goal.

Values of Development Communication

  • Purposive: Not just informing; aims to influence behavior.

  • Pragmatic: Results-oriented; evaluates impact.

  • Value-laden: Messages hold values that evolve over time; impacts perceptions about development practices.

Four Es of DevComm

  • Empowerment, Environmentalism, Entrepreneurship, Equity

1.3 DevComm and Other Allied Fields

  • Distinction from mass communication and communication arts:

    • Mass communication is media-centric; DevComm is message-centric and receiver-oriented.

    • Communication arts focus on acculturation, while DevComm emphasizes education and self-sufficiency.

    • Advertising parallels but is one-way; DevComm promotes informed decision-making.

    • Agricultural Extension shares economic goals but is more limited in scope.

1.4 A Historical Perspective

  • Origin traced to 1960s with Erskine Childers’ advocacy of communication for development.

  • Evolved from agricultural communication amidst the political dynamics of the Philippines.

Evolution of the Field

  • The University of the Philippines Los Baños pioneered DevComm education; the term and institutional programs originated there.

Chapter Summary

  • Development communication is defined by Quebral’s goal for transformation and social conscience.

  • Development communication plays a crucial role in addressing societal challenges including entropy.

References

  • Flor, A. G., & Ongkiko, I. V. C. 1998. Introduction to Development Communication.