Development Communication and Cybernetics

Development Communication

• 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".

Cybernetics

• 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.

Devcom and Cybernetics

• 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.

Development Communication Intervention

• 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.

Development Communication's Importance

• 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