Development Communication and Cybernetics

Study Notes

Dr. Nora C. Quebral defines development communication (devcom) as " 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."
Quebral revised her definition in 2012 as " the science of human communication linked to the transitioning of communities from poverty in all its forms to a dynamic, overall growth that fosters equity and the unfolding of individual potential".

Norbert Wiener coined the term "cybernetics."
"Cybernetics" is is defined as the science of "control and communication in the animal and the machine."
Cybernetics is closely linked to the General Systems Theory (Bertalanffy, 1968), which states that living systems perform three critical functions:
- Exchange of materials
- Exchange of energy
- Exchange of information
The cybernetic tradition in communication treats communication as a system of information processing.
A cybernetic system consists of:
- The System Goal: A target for a particular aspect of system operation.
- Mechanisms: The system uses mechanisms to maintain the System Goal. However, there will be times when system behavior does not match the system goal.
- Feedback: Feedback is sent to the control center and compared to the goal. New mechanisms are instituted to adjust the system's behavior if there is a difference between the goal and the feedback.
Wiener’s concept of feedback anchored the cybernetic tradition.
Communication in the cybernetic tradition is seen as the link that connects the separate parts of any system.
Entropy is a universal tendency for greater uniformity and lesser differentiation or organization.
Entropy is bad for a living system because it brings forth disorganization and decay.

Living systems can be described as purposive. This means that they have desired or ideal states, they have a goal to achieve, and they follow a "desired path" to achieve that goal.
Entropy acts as an obstacle to reaching the desired goal.
We can negate entropy by:
- Processing information through obtaining, delivering, and/or exchanging information to whoever needs it.
- Communicating effectively (i.e., less noise, better understanding, enabling the receiver to "function").
Development communication can be seen as a process for negating entropy.

One way to achieve the ideal path is through a development communication intervention that entails:
- Delivering information to the public for awareness, understanding, and appreciation.
- Creating avenues for the public to actively engage in social issues that affect them.
- Inviting them to collaborate and work together to achieve societal goals.

Devcom is important in narrowing knowledge gaps and reducing information problems.
The World Bank's 1999 World Development Report states that economies are built not merely through the accumulation of physical capital and human skill, but on a foundation of information, learning, and adaptation.
"Understanding the dynamics of how information is transformed into knowledge that people can utilize to better their lives is at the heart of development communication as a science" - Dr. Quebral