DEVC 101 Introduction to Development Communication Unit 3 PDF

DEVC 101 INTRODUCTION TO DEVELOPMENT COMMUNICATION MODULE 3: UNIT 3 Anna Liza Basquial Wakat Course Facilitator COURSE STU...

DEVC 101 INTRODUCTION TO DEVELOPMENT COMMUNICATION MODULE 3: UNIT 3 Anna Liza Basquial Wakat Course Facilitator COURSE STUDY SCHEDULES WEEK (DATE) TOPIC ACTIVITIES Oct. 26- November 28 Unit 3 Read the module, attend Module 3 classes October 28, 2024 Unit 3 Read Unit 3 Nov. 14 Submit Activity 6 Nov. 28 Submit Activity 7 Nov. 25-29 Unit 2 & Unit 3 Final Exams Take the exam during your section’s *Specific date and time will schedule. be announced soon. UNIT 3. DEVELOPMENT COMMUNICATION CONCEPTS AND PRINCIPLES Objectives: At the end of the module, the learners will be able to: 1. Define development communication in their own words; 2. Discuss the foundations of development communication; 3. Cite the objectives of development communication; 4. Give examples of the major actors of development communication; 5. Understand the messages of development communication; 6. Explain the development communication media; 7. Discuss development vis-a vis mass communication and other fields; 8. Discuss and appreciate the core values of development communication; 9. Imbibe the core values, attitudes and skills of a development communication person; 10. Understand the domains of development communication; 11. Appreciate the various experiences of development communication professionals DEVC 101 ALB Wakat  2 A. THE MEANING OF DEVELOPMENT COMMUNICATION 1. Definitions of Development Communication What is Development Communication? Several authors created their definitions of Devcom. Nora Quebral is one of the pioneers of development communication and she is also known as the “mother of Devcom.” Her definition of development communication has gone through transitions through the years. 1971 Development Communication the art and science of human communication applied to the speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth that makes possible greater social equality and the larger fulfillment of the human potential. 1977 Development Communication is 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. 1997 Development Communication is 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. 2011 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. Having learned of the definitions of Development Communication, let us now study the keywords used in the definitions of Development Communication. DEVC 101 ALB Wakat  3 Art Dev com requires creativity in communicating messages through the use of various communication media and materials The aesthetic aspect is important consideration in communication because you have to gain the attraction and attention of your audience before s/he decides to read or listen to your message It is also being creative in the practice of the field such as conducting interviews or in doing challenging tasks in development. Science Dev com is a social science It uses the scientific method to enrich its own field through research where theories and principles can be applied to development problems It applies systematic methods in making decisions and planning how to effectively carry out communication interventions Human Communication Dev com is human communication whether it uses interpersonal channels or mass media or whether it is practiced at various levels: individual, group, sectoral, grassroots, etc. The key players are people The field itself is more about the people than technology It is people-centered Speedy transformation Dev com acts as a catalyst Catalyst- a substance that increases the rate of chemical reaction People Dev com entails motivating individuals and groups of people such as farmers, fisherfolk, workers, housewives and the youth to change their habits, their lifestyles, their way of thinking, their way of doing things. - Three domains: cognitive (knowledge), affective (attitude) and psychomotor (practice) Poverty Poverty is the greatest challenge facing development communication practitioners. “… if indeed the poorest can be found in the rural areas, policies designed to alleviate poverty must be directed to rural development in general and to agricultural developments in particular.” -Michael Todaro, 1977 DEVC 101 ALB Wakat  4 Dynamic State of Economic Growth, Greater Social Equality, and the larger Fulfillment of Human Potential These are the three goals of sustainable development We need to narrow the widening gap between the rich and the poor. At the individual level, we should make people realize and be conscious of their potentials and capabilities 2. What Devcom is not Ongkiko and Flor (2006) discussed the following to further explain about dev com: ❖ Not publicity per se, or getting the maximum media exposure for someone or something for image building. The dev com practitioner uses the same media that a publicist does but the difference lies in the purpose why the dev com practitioner uses these media. The dev com practitioner uses these media to stimulate public awareness and understanding of planned change. ❖ Not mass communication alone Dev com uses any available channel that will achieve its goals. These channels could be meetings with barangay constituents, a demonstration plot, a course curriculum, a song or a stage play. ❖ More than a slide set, a leaflet, or a seminar. Dev com is an approach or a point of view that sizes up a problem of the people and of overcoming barriers in reaching them. ❖ Not source-oriented but audience-oriented The end-use of the information we communicate is the top priority and guides us in making decisions on how best to communicate. It is not the boss that matters but the receivers of the information. Dev com is thinking of ways to make people understand and use information to improve their lives. ❖ Not only an exercise of profession but is a commitment to social goals. The dev com practitioner is more than a worker. He is a social worker with a sense of mission to mankind, his country, and the ideals of development. 3. Development vis a vis mass communication and other fields Devcom is often compared with other fields such as mass comm , com arts and others. Let us get to know more about dev com by comparing it to other fields. DEVC 101 ALB Wakat  5 DEV COM and OTHER ALLIED FIELDS (Ongkiko and Flor, 2006) Dev com is not a totally unique field. It has similarities and differences with other fields. Study the table below. Development Communication SIMILARITIES DIFFERENCES Mass Communication Both are branches of Mass com is media-centric, source oriented and has communication science a broader audience. Dev com can use any available media so long as the development purpose is served and it has a more specific audience groups Communication Arts Communication media Com arts acculturates man, fulfills higher order used needs. Dev com teaches man how to fulfill his basic needs Advertising Purpose is to inform and Advertising has a one-way goal: to persuade the to customer to buy a product; dev com offers persuade several options to encourage the individual to make own decision Agricultural Shared goal for Agricultural extension was born in the West. Its Extension agricultural concern is limited to agriculture. Dev com was development to take born in the Third World and agriculture is only one place of its concerns Higher Order Lower Order Maslow’s Hierarchy of Needs (Source: https://www.managetosoar.com/maslows-hierarchy-of-needs/ DEVC 101 ALB Wakat  6 B. HISTORICAL PERSPECTIVE OF DEVCOM Devcom (The Fifth theory of the Press) Developed: In the third world; in United Nations food and agriculture programs, Latin American educational campaigns as well as international populations; in church outreach programs and government community development projects; such as an academic program of the University of the Phil. College of Agriculture Out of: The philosophy of Gandhi (the full realization of man’s potential) the writing of Seers, Lasswell, Lerner, Freire, Schramm and Quebral Chief purpose: Social transformation and development. The fulfillment of basic needs Who has the right to use media? Government agencies, non-government organizations (NGOs), religious orders, grassroots organizations, state colleges and universities. The audience themselves: farmers, rural women, out-of-school-youth, the urban poor, illiterates, etc. How are media controlled? Social priorities and realities What are forbidden? Monopolies, government propaganda, manipulative advertising, Immorality/obscenity, inanities (messages that serve no positive social purpose) Ownership: Development agencies Essential differences from others: Although it is non-profit, ownership is not limited to the government sector. Although it may not be controlled by the state, it is purposively employed for social transformation 1960s, Erskine Childers - Director of the United Nation’s Development Program Development Support Service in Bangkok DEVC 101 ALB Wakat  7 -espoused the methodology of communication appraisal, planning, production and evaluation for selected developing country projects supported by the UNDP 1970’s, Nora C, Quebral - Chair, Dept of Agricultural Communications, UP College of Agriculture - Pursued Childer’s idea of development support communication For the Historical perspective of development communication, please read the handout which is provided separately: ▪ Hernández-Ramos, P., & Schramm, W. (1989). Development Communication: 1. History and Theories. ▪ Lagerway, C. (1990). Introduction to development communication: Its philosophy and approach. Monographs on Development Communication. Communication Foundation for Asia: Manila. Institutional History The Benguet State University BS DevCom curriculum was patterned according to the UPLB curriculum. As such, it is important to learn of their history and why Devcom was first offered in the UPLB’s College of Agriculture. University of the Philippines Los Baños 1954- Office of the Extension Publications , UP College of Agriculture 1962- Department of Agricultural Information and Communications, under College of Agriculture. First curricular offering was Bachelor of Science in Agricultural Communications 1965 – master’s degree program in agricultural comm was offered 1968- the Dept was renamed into the Dept of Agricultural Communications 1973- the master’s program was reconstituted into a Development Communication program 1974- the undergraduate curriculum in development communication was instituted 1975- the Department of Communication was born 1977- the doctoral program was offered 1987- the department grew into an institute DEVC 101 ALB Wakat  8 1998- the Institute was elevated into a College of Development Communication Benguet State University Dr. Rodolfo Abastilla and Dr. Esther Hufana proposed BS Devt Comm under CAS but was disapproved 1999- Dr. Lita Molitas-Colting, a faculty of the College of Agriculture proposed the offering of BS Development Communication in Benguet State University May 21, 1999- By virtue of Resolution No. 897, series of 1999, the offering of BS Development Communication in Benguet State University was approved effective June 1999 It was then under the Department of Extension Education in the College of Agriculture 2006- the department was renamed to Department of Extension Education and Development Communication. 2009- a new department was created- the Department of Development Communication 2021- A new college was created, College of Information Sciences, which is now the home of the Department of Development Communication, with the Department of Information Technology and the Department of Library and Information Science. C. VALUES OF DEVELOPMENT COMMUNICATION The major values of development communication Purposive communication We communicate not only to inform but also to influence the behavior of the receiver of information. - there is a desired outcome in mind, specific goals and objectives Pragmatic To be pragmatic means being results- oriented. We evaluate if we indeed made an impact, if we accomplished our purpose. Being pragmatic also means we check out the factors that contributed to the success or failure of a communication program. Value-laden Information sources, consciously or unconsciously, assign values to every message they communicate DEVC 101 ALB Wakat  9 In dev com, we assume that there is an attached value in every message that one communicates (Jamias, 1975). Development is in itself a value-laden word. It is not a neutral word (Quebral, 1988). People assume certain biases on how development can be achieved The core values of development communication Empowerment Empowerment is defined by Lexico.com (2021) as the process of becoming stronger and more confident, especially in controlling one's life and claiming one's rights. One way to empower people is through communication. How? Read on. Elements of communication for empowerment (Cadiz, 2005) - Provision of access to information - Putting users/beneficiaries and local people in control - Building local people’s capabilities in communication - Emphasis on small and appropriate media - Learning with partners (partner agencies/organizations) - Working as a collective (working as a group and not as individuals) - Capitalizing and building on felt needs - Making communication enjoyable - Giving them hands-on experience - Sharing resources Equity Equity is often mistakenly interchanged with equality. According to Rise (2021), “equality simply means everyone is treated the same exact way, regardless of need or any other individual difference. Equity, on the other hand, means everyone is provided with what they need to succeed.” Environmentalism Development is about caring about the environment. Environmentalism is 1:a theory that views environment rather than heredity as the important factor in the development and especially the cultural and intellectual development of an individual or group, 2: advocacy of the preservation, restoration, or improvement of the natural environment (Merriam-Webster, 2021). Entrepreneurship “Entrepreneurship is the ability and readiness to develop, organize and run a business enterprise, along with any of its uncertainties in order to make a profit. The most prominent example of entrepreneurship is the starting of new businesses.” (BYJU’s, 2021). But development communicators are more of social entrepreneurs. DEVC 101 ALB Wakat  10 According to Hayes, (2021): A social entrepreneur is interested in starting a business for the greater social good and not just the pursuit of profits. Social entrepreneurs may seek to produce environmentally-friendly products, serve an underserved community, or focus on philanthropic activities. Social entrepreneurship is a growing trend, alongside socially responsible investing (SRI) and environmental, social, and governance (ESG) investing. Ethics Ethics can be defined in many ways. One of Merriam-Webster’s (2021) definition is “a set of moral principles: a theory or system of moral values.” In all dev com concerns, projects or any undertaking, ethics should always be there. There are ethical considerations to be observed. For example, we should respect the opinion of the people we deal with even if they are against what we think. Another example is to uphold your principles and values as a development communicator. Respect for others show respect for your self. D. THE DOMAINS OF DEVELOPMENT COMMUNICATION 1. Community Communication - Employs interpersonal communication and interpersonal media to facilitate community decision-making, problem solving and conflict resolution, interest articulation, advocacy and social mobilization. - Characterized as highly participatory, involving the community in planning, producing and evaluating messages - Grassroots communication of the people, by the people and for the people 2. Community/Development Broadcasting “People prefer to listen to their station, the station that gives them the local news that concern them, programs that help them with their problems, economic or otherwise, programs in which they could participate.” – Dion (1967) as cited by Gomez (1975) - Localized programming DEVC 101 ALB Wakat  11 - Community/development broadcasting practitioners use radio and television for developmental purposes - They do the same things as a regular broadcaster does but the community/ development broadcaster has characteristics that set him apart from his fellow broadcasters. - Bias is towards local radio or TV stations - Key word is participation - Students specializing in community broadcasting learn to maximize the use of radio and other broadcast media as educational media. - Students are taught not only to plan, write and produce various radio and television formats but they are also trained to become effective broadcasters. - Among the skills they acquire are designing and testing innovative approaches and techniques of using radio for distance learning systems 3. Educational Communication - Educational communication is concerned with the entire process of learning - The Edcom practitioner applies communication principles and approaches to effectively solve learning problems or to facilitate learning process. - The Edcom major should be able to respond to a learning problem or to facilitate the learning process through his learning system design - The EdCom majors are trained in designing and evaluating learning materials in various formats such as learning packets or modules, books, posters, videos, presentations, and many others 4. Development journalism - The practice of development journalism is scientific in outlook and technical in subject matter – orientation (Juan F. Jamias, 1991) - Development journalism is more than simply writing releases and speeches. It means making the community newspaper supportive of national and local economic programs (Stephen Hamada, 1970) - Development journalists are skilled in reporting and presenting news and issues through the use of the print media. - they go beyond conventional reporting or informing the public - topics cold be on economics, agriculture, population, health, nutrition, environment and other DEVC 101 ALB Wakat  12 developmental topics A development journalist: ▪ Writes and edits developmental news for print media ▪ Manages the production of community newspapers, or ▪ Prepares extension publications ▪ thus trained to be able to cover science, scientific work, research, and scientific and technical information 5. Science communication - Science communication’s function is to bring about innovation. - Science communication can help the public gain understanding of science so that the results of research are used and appreciated. - It caters to the specific types of information users of research results: the extension worker, the scientist, the businessman, the policy maker, and others A Scicom practitioner assists the different information users in determining where to get primary information. S/He organizes, processes, packages and distributes knowledge in forms most usable for them. Ex. Leaflet, abstract, cable TV program, and others As a whole, science communication, as an area of study facilitates communication on four levels: ▪ Communication among scientists ▪ Communication of science to the general public ▪ Communication of research results to specific users; and ▪ Communication facilitated by new technology E. THE DEVELOPMENT COMMUNICATORS AND THEIR PROFESSION ▪ Attitudes, values and skills experiences of development communication professionals Traits of The Devcom Practitioner 1. Eagerness to learn 2. Empathic to the concerns of the masses 3. Flexible in any condition and puts in the forefront the development goal before personal interests 4. Good communicator and genuinely communicates to better understand conditions 5. Resourceful and creative in producing necessary communication outputs DEVC 101 ALB Wakat  13 6. Carries the mission of development work Types of development workers 1. Type A - Views development work as business - Cashes in on development - Makes a fortune from the misfortune of others 2. Type B - The professional who has embarked on development work as a career - Foremost concern is the quality of output since this would reflect upon his reputation and his marketability rate - These are the consultants, technocrats, specialists and experts 3. Type C - Views development work first and foremost as a calling - His main concern is to make an impact, to do something about development problems - The lack of time, manpower and resources is a very real constraint but produces output through improvisation and innovation The market of development communication A very important question that BS Development Communication students would love to be answered is “Where do BS Devcom graduates work?”. Development communication is needed in many offices or organizations, as such, the skills and knowledge of a BS Devcom graduate can be applied anywhere. Our graduates worked with various organizations or offices. Some were able to work with prestigious Organizations/Offices/institutions: Benguet State University Philippine Rice Research Institute Philippine Carabao Center DEVC 101 ALB Wakat  14 Bureau of Fisheries and Aquatic Resources Department of Agriculture Benguet State University Bombo Radyo Baguio International Schools Sun Star Baguio Some worked in: Call centers Banks Schools Government and private offices Others are entreprenuers. Experiences of development communication professionals (a video will be shown in class) E. MYTHS of DEV COM (Ongkiko & Flor, 2006) Myth 1: Dev com is merely supportive to other project components or project interventions. This myth is rooted in early forms of development communication whose practitioners were relegated the task of designing communication materials in support of agricultural production. In reaction to this supportive role, communication experts have tried to debunk this myth early on. Communication is a legitimate intervention in itself. In fact, many would argue that in projects that aim for long-term behavior change (i.e., population control, social forestry, and even resource management), communication becomes the main intervention. Some would even go as far as saying that the development process is a communication process. Myth 2: Dev com means communication media or material Communication is a process. It does not refer to media nor materials only, which are but elements in this process. In a working environment ruled by management audits and performance indicators, it is all very convenient to focus on concrete deliverables and output such as posters, leaflets, TV spots, or press releases. However, in doing so, we may be missing the whole point of having an IEC component in the first place, which is to effectively tap the spontaneous and dynamic societal process that brings about social change. We DEVC 101 ALB Wakat  15 cannot substitute this process with any given material. We can only hope to facilitate it. Myth 3: The development project, program or organization is the source of information Being a process, we cannot really determine where communication begins and ends nor can we accurately identify the original source and the ultimate receiver. We tend to suffer from the illusion that the development project, program, or organization is the source of communication all of the time. This is not really the case because we conduct needs assessments, rapid rural appraisals, and Knowledge-Attitude Practice (KAP) studies wherein our beneficiaries become the main source of information. The development process may be considered as an ongoing dialogue between the project, program, or organization and the beneficiaries, that lead to mutual understanding on what measures to take. Hopefully, this understanding will result in social action that will bring about social change. Myth 4: Communication is not difficult. It’s a relatively minor job In development settings characterized by limited resources and survival-type priorities, communication may very well be a one-man job. For instance, graduates of most development communication schools are trained to expect the least in terms of resources and do the most in terms of workload. Hence, their skills should cover every requirement in the production process, from planning, visualization and writing to artwork execution and pretesting. However, dev com work is far from simple. Judging from experience, the creative (i.e., production) part of dev com is indeed hard work but, in a sense, the most gratifying. The really difficult part of communication work (and perhaps the most time consuming) is pleasing everybody from your superior to the subject matter specialist and, finally, to the user whose opinions (and tastes) may altogether vary from those of the decision-maker. This potentially is the most time consuming particularly since, right or wrong, everyone believes that he/she is a communication expert. Myth 5: If the project fails, communication is to be blamed We have heard statements such as these coming from project assistants to fellow consultants, LGU officials to line department secretaries: “My activity flopped because I had no communication materials,” “The project failed because it lacked communication support,” “Communication is the key to our organization’s success.” There is this prevailing feeling that communication is the panacea of all problems of development projects, programs, or organizations. On one hand, such statements are indicative of an increasing appreciation of communication as a social intervention. On the other, it may lead to unrealistic expectations on what dev com can do. DEVC 101 ALB Wakat  16 People still cling to these five myths as they did years ago. However, since the Okinawa Summit of 2000, when the G10 nations announced their resolve to bridge the “Digital Divide,” a new set of myths, this time on information and communication technology or ICT are being embraced by many. Since a considerable amount of your work will involve ICT, I am enumerating these myths for you Digital Divide- refers to the gap between those able to benefit from the internet and those who are not (Wikipedia, 2020). References: BYJU’s (2021). Concept of Entrepreneurship. Retrieved from https://byjus.com/commerce/what-is entrepreneurship/ Cadiz, M. C. H. (2005). Chapter 8. Communication for empowerment: The practice of participatory communication in development. Retrieved from http://biblioteca.clacso.edu.ar/clacso/coediciones/20100824070217/13Chapter8.pdf Hayes, A. (2021). Social Entrepreneur. Retrieved from https://www.investopedia.com/terms/s/social entrepreneur.asp Hernández-Ramos, P., & Schramm, W. (1989). Development Communication: 1. History and Theories. In E. Barnouw (Ed.) International Encyclopedia of Communications. New York & Oxford: Oxford University Press/Annenberg School of Communications, University of Pennsylvania, Vol. 2, 9-12. Lagerway, C. (1990). Introduction to development communication: Its philosophy and approach Monographs on Development Communication. Communication Foundation for Asia: Manila. Lexico.com. (2021) Empowerment. Retrieved from https://www.lexico.com/definition/empowerment Merriam-Webster.com. (2021). Enviromentalism. Retrieved from https://www.merriam webster.com/dictionary/environmentalism Ongkiko, Ila Virginia G. & Flor, Alexander. (2006). Introduction to Development Communication. 10.13140/RG.2.1.2952.6887. Rise. (2021). Equality vs. Equity. Retrieved from https://risetowin.org/what-we-do/educate/resource module/equality-vs-equity/index.html Wikipedia. (2020). Digital divide. Retrieved from https://en.wikipedia.org/wiki/Digital_divide DEVC 101 ALB Wakat