Development Communication Concepts

Course Study Schedule

• October 26 - November 28, 2024: Read module, attend classes, and read Unit 3
• November 14: Submit Activity 6
• November 28: Submit Activity 7
• November 25-29: Final exams, take exam during scheduled time slot

Development Communication Concepts and Principles

• Objectives: Learners will define development communication, discuss its foundations, objectives, major actors, media and principles of development communication.
• Definitions of Development Communication: Varies over time; examples from 1971, 1977, 1997, and 2011 are given.
• Development communication as not: Not publicity, not limited to mass communication, not just source-oriented, but audience-oriented instead.

Art and Science of Devcom

• Art: Creativity in communicating messages through diverse communication media and materials, aesthetic aspect for audience engagement
• Science: Development communication applied as a social science using scientific methods and systematic techniques in decision-making and planning.
• Human Communication: Devcom as human communication at various levels (individual, group, sectoral etc), focusing on people rather than technology. Rapid transformation/catalyst. Motivation of individuals, farmers, fishworkers, workers, housewives
• Poverty: Poverty is a primary concern for practitioners.

Dynamic State of Economic Growth

• Goals for sustainable development: to reduce the gap between the rich and poor, realize potential among individuals across a country/region
• Devcom is not related to: Publicity, media exposure for image building, mass communication alone.
• Devcom as an approach/perspective to problems and barriers of people
• Devcom as a social mission, not just a profession.

Development Communication and Other Allied Fields

• Similarities and Differences between Devcom and other fields (Mass Communication, Communication Arts, Advertising, Agricultural Extension): Includes table summarizing similarities and differences.
• Core Values of Development Communication: Purposive communication, pragmatism, and value-laden nature of information
• Domains of Development communication: Community Communication, Community/Development Broadcasting, Educational communication, Development journalism.

Historical Perspective of Devcom

• Origins: Tied to Gandhi's philosophy, writings of Seers, Lasswell, Lerner, Freire, Schramm, Quebral.
• Purpose: Social transformation, addressing basic needs.
• Who uses media? Government, NGOs, religious groups, grassroots organizations, the community.
• Forbidden: Monopolies, government propaganda, immorality/obscenity, inanities
• Development Differences: Essential differences between Devcom and other fields.
• Historical timeline for: University of the Philippines Los Baños (UPLB)
• Benguet State University (BS Devcom): Curriculum and history
• Other institutions: Bureau of Fisheries and Aquatic Resources, Department of Agriculture, etc.

Values of Development Communication

• Purposive Communication: To inform and influence recipient behavior, achieving specific goals.
• Pragmatic: Result-oriented, evaluating communication success and failure.
• Value-laden: Acknowledging implicit values affecting messages.

Domains of Development Communication

• Community Communication: Uses interpersonal communication and media to facilitate community decision-making and conflict resolution, including social mobilization
• Community/Development Broadcasting: Localized programming and news that target specific communities

Educational Communication

• Educational Communication approach: Applying Communication principles to facilitate learning, solve learning problems, and facilitate learning process, design, evaluating learning materials.

Development Journalism

• Development Journalism features: scientific and technical aspect of news reporting, making community newspapers supportive of local economic programs

Development Communicators and Their Profession

• Essential Traits: Eagerness to learn, empathy for community concerns, flexibility, good communication skills, resourcefulness.

Types of Development Workers

• Type A: views developmental work as a business and profit-oriented.
• Type B: professional career-oriented, quality of output is key.
• Type C: sees developmental work as a calling, impact-focused despite constraints.

Myths of Devcom

• Myth 1: Supportive to other components, not the primary task
• Myth 2: Communication is not just media/materials—it's a broader process.
• Myth 3: Development projects are the primary source of information, not the recipients.
• Myth 4: Communication is easy.

Explore the fundamental concepts and principles of development communication in this quiz. You'll define key terms, discuss its objectives, and understand the role of various actors and media in the field. Perfect for learners looking to deepen their knowledge in this important area.