Development Communication Review PDF

DEVELOPMENT COMMUNICATION: uplifting the quality of the life of DEV COMM: TIMELINE AND Timeline and Development of INTRODUCTION, HISTORY, AND the poor. DEVELOPMENT OF...

DEVELOPMENT COMMUNICATION: uplifting the quality of the life of DEV COMM: TIMELINE AND Timeline and Development of INTRODUCTION, HISTORY, AND the poor. DEVELOPMENT OF Development Communication in the IMPORTANCE DEVELOPMENT COMMUNICATION Philippines LESSON 1  Communication is a process. LESSON 2 __________________________ Communications refers to __________________________ 1950s: Early Practice of DevComm technology/ies used in  1950s: Development INTRODUCTION, HISTORY, AND communication. Category Branches/ Areas Description Communication practice begins to IMPORTANCE OF DEVELOPMENT  Language vs Communication Major Mass Journalism, take shape in the Philippines, with COMMUNICATION Comm. Communication Media Language is a tool in Production Lourdes R. Quebral as one of the communication. It has qualifiers Health Communication prime movers. DevCom activities Essential Questions: such as grammar, vocabulary, Communication strategies in include preparing popular articles  How has the definition of phonology. public health and extension materials such as development communication changed  Communication is a process of and medical leaflets and brochures aimed at over time, and what does it mean fields teaching farmers modern farming sharing and receiving information. It Additional International Global today? is an exchange of thoughts, ideas, practices. Comm Communication interactions  What are the key events in the history views and concepts and media of development communication in the Speech Public 1962-1973: Aricultural Philippines, and how have they Communication speaking, Development – involves change, new Communication Roots shaped current practices? rhetoric  1962: Agricultural communications ways of doing things. According to  How has the United Nations Intercultural Communication Rao, it does not only mean physical become a major area in the influenced development Communication across different changes, it includes the advent of cultures Bachelor of Science in Agriculture communication around the world? mass media, communication, Comm Teaching and program at the College of literature, art. It breaks traditions. The Education training in Agriculture (CA), University of the Development Communication communication new development contest includes: Philippines (UP). – According to GH Foster (1975) Applied Organizational Internal sees developmental work as the 1. The environment/ sustainable  1973: End of the Bachelor of Comm Communication Communication successful diffusion of scientific development within Science in Agriculture program‟s knowledge and behavior to areas 2. Population growth organizations focus on agricultural they had not existed before. 3. Rural poverty Political Communication communications. 4. Health Communication in politics and – DC is characterized by its public policy purposiveness. It aims to advance 5. Gender 1971: Defining Development Expanded Journalism News reporting Communication development -International and media Encyclopedia of Communication Characteristics of DevComm: Media Creating  1971: Nora Quebral presents and 1. DC is purposive. According to Production content for explains the first definition of Goals of DevCom Chalkley, development journalists various Development Communication have 3 tasks: inform, interpret, platforms (DevCom) at a symposium on – The end goal of DC is a higher Information and Impact on quality of life. This is achieved promote. Open the people's eyes agricultural development at UP-CA. for solution. Communication communication through immediate goals Technologies tools and She describes DevCom as a field described as the expansion of 2. DC is relevant. Sensationalism is a (ICT) methods aimed at promoting social equality, opportunities. These intermediate no-no. We go for stories such as Public Relations Managing unfolding human potential, and goals mean getting enough food, economic trends, government public focusing on the poor in developing services, agriculture, environment, perception and countries. more income, social equality, media relations education, and freedom (Seers, science and technology.  1971: Quebral's seminal paper on Corporate Internal and 3. DC is mass-oriented. DevCom marks a significant step in 1969). Communication external – DC is for the people. It employs 4. DC is scientific in its outlook. It is communication the academic intellectualization and mixed communication channels related to psychology, social in corporate institutionalization of the field. science, sociology, economics. settings and media. Person-to-person mode and radio are most frequently 5. DC is technical subject matter- used. DC is concerned with oriented. We rely on date, information, knowledge, research. 1974: Formal Education and DevComm in the Philippines DEV COMM: COMMUNICATION building policies, debating and Institutionalization  The intellectualization of FOR DEVELOPMENT learning for sustained and meaningful  March 11, 1974: The University communication as a discipline has LESSON 3 change. It is not public Council of the newly autonomous led to discourses that highlight its __________________________ relations or corporate UP Los Baños (UPLB) approves transformative potential, especially communications. the Bachelor of Science in in addressing social issues such as Communication for Development: Development Communication poverty, inequality, oppression, Strengthening the effectiveness of Distinguishing communication types (BSDC) as the first undergraduate discrimination, and exclusion. the United Nations  Corporate communication – degree program in DevCom. Development Communication contributes to building (DevCom) emerged from these  Food and Agriculture Organization organizational coherence and 1987-1998: Growth and Recognition discussions, viewing (FAO) of the United Nations identity.  1987: The DevCom degree- communication as both a  International Labour Organization – mainly concerned with granting unit at UPLB is elevated fundamental social process and a (ILO) communicating the mission and from a department to an institute. powerful tool for societal  Joint United Nations Programme on activities of an organization and with  1998: The DevCom institute at development. HIV/AIDS ensuring that the organization uses UPLB is further elevated to a  DevCom practice predates its  United Nations Children’s Fund a consistent „voice‟ when college, becoming the College of formal academic recognition. (UNICEF) communicating with the public. Development Communication Before Nora Cruz Quebral coined  United Nations Development – also uses mass media to create and defined the term in 1971, Programme (UNDP) awareness on development issues (CDC). communication initiatives aimed at  United Nations Educational, and contributes to ensuring Scientific and Cultural Organization successful fund-raising for the 2014-Present: Accreditation and improving the lives of the poor had (UNESCO) agency. Expansion already been underway. Early  World Health Organization (WHO)  2014: The BSDC program at discussions on the practice existed  Internal communication is used to UPLB is accredited by the without specific labels such as facilitate the flow of information In 1997, through Article 6 of General Association of Southeast Asian DevCom. By the end of the 20th within an organization or project. Assembly Resolution 51/172, the Nations University Network century, DevCom, as both practice – It plays an important role in United Nations adopted the (ASEAN-U). and scholarship, had evolved and ensuring that information sharing following formal definition of  2018: A total of 24 state and three was known by various names, Communication for Development: across the organization takes place private higher education reflecting its diverse development in a timely and effective way. Communication for development institutions (HEIs) in the and adaptation to different social – also helps promote synergies and stresses the need to support two- Philippines offer undergraduate contexts. to avoid duplication. way communication systems that DevCom programs.  Communication interventions enable dialogue and that allow Development Communication in (each communication type can communities to speak out, express Current Landscape Today: United Nations: involve the application of one or their aspirations and concerns and  Many government institutions in the 1. Communication for Development participate in the decisions that relate more of these): capacity Philippines have communication approaches within the United development, information to their development. units practicing DevCom and hiring Nations dissemination, community DevCom graduates. DevCom 2. Communication for Development: mobilization or marketing. In 2006, the Rome Consensus from professionals also work in Reinforcing core United Nations the World Congress on nongovernmental organizations, principles PART ONE: Communication for Communication for Development mass media companies, and 3. Communication for Development Development within the United defined Communication for international agencies with within selected United Nations Nations Development as: development-oriented programs. organizations …a social process based on Knowledge of Nora C. Quebral 4. Inter-agency collaboration dialogue using a broad range of 1. C4D Approaches within the remains widespread among tools and methods. It is also about United Nations DevCom practitioners. seeking change at different levels, 1.1 Behaviour Change including listening, building trust, Communication (BCC) – is an Nora C. Quebral – Mother of sharing knowledge and skills, “interactive process for developing DevComm  messages and approaches using a broadcasting sector; (iv) media social and economic needs, mix of communication channels in accountability systems; and (v) particularly those of poor people. 4. Inter-agency Collaboration order to encourage and sustain freedom of expression in which all 2.5. C4D and Development 4.1. Supporting the ‘One UN’ positive and appropriate groups are able to voice opinion Effectiveness agenda at the global level behaviours” and participate in development – Communication for Development – United Nations Inter-Agency – increasingly comprehensive debates and decision-making approaches help underpin and Round Table on Communication for communication strategies including processes. reinforce key aid effectiveness Development: forum for exchanging community mobilization, client- principles. ideas and experiences in the area centred counselling and social 2. C4D: Reinforcing core United of C4D and to highlight the network interventions have been Nations principles 3. C4D within selected United importance of consultation and used to effect behaviour change.  Common Country Assessment Nations organizations: Examples coherence. 1.2. Communication for Social (CCA) of diverse applications of C4D – Updating C4D knowledge tools: Change (CFSC)  United National Development across selected United Nations UN orgs. collaborating in the – emphasizes the notion of Assistance Framework (UNDAF) organizations production of a number of dialogue as central to development 2.1. C4D and a Human Rights-  UNESCO – to deliver on its knowledge products aimed at and the need to facilitate poor Based Approach (HRBA) to mandate to foster the free flow of improving understanding of both the people‟s participation and development ideas. focuses on facilitating a concept and the impact of C4D empowerment. – identifies rights holders requisite environment for C4D across the UN system. – CFSC is guided by principles (individuals and groups with valid through media capacity-building – World Congress on of tolerance, self-determination, claims) and duty bearers (state and development. Communication for Development: equity, social justice and active and non-state entities with  UNICEF – focuses on building a demonstrate to leading decision participation. corresponding obligations) and robust evidence base through makers that communication has a 1.3. Communication for advocacy focuses on strengthening both the research, monitoring and evaluation vital role to play in addressing – involves organized actions aimed ability of rights holders to make and building case studies that development challenges and to at influencing the political climate, claims and achieve their demonstrate the added value of argue for its integration into policy and programme decisions, entitlements and of duty bearers to communication in achieving development policy and practice public perceptions of social norms, meet their obligations. equitable results for children. – United Nations Group on the funding decisions and community – use of the full range of new and  UNDP – conducting information and Information Society: has support and empowerment traditional media as well as face- communication assessments to responsibility for coordinating policy regarding specific issues. to-face discussions is all part of a better understand poor people‟s and substantive issues related to – is a means of seeking change in rightsbased approach to C4D information and communication the implementation of the action governance, power relations, social 2.2. C4D and Capacity Development needs, in particular, and to identify plan arising from the World Summit relations, attitudes and even for National Ownership gaps where those needs are not on the Information Society. institutional functioning – Capacity Dev. is regarded as the being met. 4.2. Supporting the ‘One UN’ 1.4. Strengthening an enabling core contribution of the United  FAO – has evolved in three distinct agenda at the national level media and communication Nations Country Team (UNCT) and stages; communication was – Communications with Disaster environment is seen as a prerequisite for introduced in support of rural and Affected Communities (CDAC) in – emphasizes that strengthening achieving national ownership agricultural development, focus on Haiti: several UN organizations are communication capacities, including 2.3. C4D and Gender Equality communication‟s role in capacity collaborating with NGOs and professional and institutional – Eliminating all forms of development, research and government ministries to improve infrastructure, is necessary to discrimination against women and agricultural extension group. communications between the enable: (i) a free, independent and achieving gender equality are  ILO – founding social dialogue humanitarian community and the pluralist media that serves the central elements of the HRBA and approach including equity, social Haitian population affected by the public interest; (ii) broad public are prioritized by UNCTs justice and active participation. recent earthquake. access to a variety of 2.4. C4D and Environmental  WHO – concept of public health – Community Multimedia Centres: communication media and Sustainability communications entails the use of The international UNESCO initiative channels, including community – Measures to reduce potential evidence-based communications to for Community Multimedia Centres media; (iii) a nondiscriminating harm to national resource bases achieve health (developmental and (CMCs) has been adopted by other regulatory environment for the are central to meeting people‟s humanitarian) goals.  organizations within the United – more concern about the ownership photograph after he shot dead in restricted files in public space and Nations system. of the media and who controls the 1940. These types of censors are especially classified documents. – Rural ICTs in East Africa: press or media in the country. common during Stalin‟s reign. These articles are providing brief establishing whether ICTs can knowledge about the government and strengthen the rural poor‟s links to The four theories of the 2. Libertarian Theory its activities which helps people to markets. Press/Media: – Liberalism means information is identify what is happening in the – HIV/AIDS communication: bring knowledge and knowledge is power. society and its gives great choices to stakeholders together for dialogue 1. Authoritarian Theory – Libertarianism is free from any elect a better president in future. in support of what is known as the – describe that all forms of authority or any control or censorship. „three ones‟ – one national AIDS communications are under the control It‟s an idea of individualism and limited 3. Social Responsibility Theory authority, one national AIDS of the governing elite or authorities or government which is not harmful to – “pure libertarianism is antiquated, strategic plan, and one monitoring influential bureaucrats. another. out dated and obsolete.” That paved and evaluation system for the – Authoritarians are necessary to – sees people are more enough to find way for replacement of Libertarian national AIDS programme. control the media to protect and and judge good ideas from bad. theory with the Social responsibility prevent the people from the national People are rational and their rational theory. DEV COMM: NORMATIVE threats through any form thoughts lead them to find out what – allows free press without any THEORIES communication (information or news). are good and bad. censorship but at the same time the LESSON 4 – The press is an instrument to – The press should not restrict content of the press should be __________________________ enhance the ruler‟s power in the anything even a negative content may discussed in public panel and media country rather than any threats. give knowledge and can make better should accept any obligation from Normative Theories – Four Theories – The authorities have all rights to decision whilst worst situation. public interference or professional of the Press permit any media and control it by – The libertarian thoughts are exactly self-regulations or both. providing license to the media and against or opposite to the authoritarian – lies between both authoritarian – Normative theories were first make certain censorship. theory which means the authoritarian theory and libertarian theory because proposed by Fred Siebert, Theodore – If any media violate the government theory says “all forms of it gives total media freedom in one Peterson and Wilbur Schramm in policies against license, then the communication works under the hand but the external controls in other their book called “Four Theories of the authority has all right to cancel the control of government or elite like hand. Press” license and revoke it. The government king”. – Here, the press ownership is private. – At first the word “Normative Theory” have all right to restrict any sensitive – Strength and Weakness: The social responsibility theory moves was pronounced in USA during the issues from press to maintain peace 1. Freedom of press will give more beyond the simple “Objective” height of „cold war‟ with communism and security in the nation. freedom to media to reveal the real reporting (facts reporting) to and soviet.  Censorship – is a suppression of thing happening in the society without “Interpretative” reporting – Often it called as western theories any communication which may any censorship or any authority (investigative reporting). of mass media. consider as harmful to the people, blockades. – The total news is complete facts and King, government and its nation. 2. Is reliable with U.S media traditions. truthful but the commission of the Normative Theory – Especially these censorship 3. It gives more values for individuals freedom press stated that “No longer – describes an ideal way for a media methods are much familiar in press to express their thoughts in media. giving facts truthfully rather than give a system to be controlled and operated which against the freedom of 4. Theory excessively positive about necessary analysed or interpretative by the government, authority, leader speech and freedom of expression. media‟s willing to meet responsibilities report on facts with clear and public. – In some other cases, the which may leads people into negative explanations”. – basically different from other censorship helps to protect the aspects. – The theory helped in creating communication theories because rulers and authorities from sensitive 5. Is too positive about individual professionalism in media by setting up normative theories of press are not issues. ethics and rationality. a high level of accuracy, truth, and providing any scientific explanations or – There are different types of 6. Ignores need for reasonable control information. The commission of press prediction. censors: Political censor, Moral of media. council also included some tasks – more focused in the relationship censor, Religious censor, Military 7. Ignores dilemmas posed by based on social responsibility of between Press and the Government censor, and Corporate censor. conflicting freedoms. media, which are as follows: than press and the audience. – example: Nikolai Yezhov, standing – example: Wiki leaks website 1. Formulate the code of conduct for near Stalin was removed from a published all sorts of confidential or the press. 2. Improve the standards of hand they controlled the press by  Journalists and other media  When information is passed journalism. raising question and professionals have both within multiple sources 3. Safeguarding the interests of – Soviet media theory, the whole responsibilities and freedoms in 3. Organisational barriers - journalism and journalist. control of the media is under the their information gathering and Organisational barriers are those 4. Criticise and make some penalty for leader of the nation. dissemination tasks. barriers that are caused due to the violating the code of conduct. structure, rules and regulations DEV COMM: THE FIFTH THEORY Barriers to Effective present in the organisation. The 4. Soviet Media Theory OF THE PRESS Communication various types of barriers that can be – Soviet originates a theory from LESSON 5 encountered due to superior Marxist, Leninist and Stalinist __________________________ subordinate relationships where the thoughts, with mixture of Georg free flow of communication is not Wilhelm Friedrich Hegel ideology is Fifth Theory of the Press: possible. called “Soviet Media Theory” Development Press Theory For e.g. – is also known as “TheCommunist  Superior to the original four  Premature evaluation of Media Theory” theories information – is imitative of Leninist principles  Addresses the relationship  Inadequate attention from the which based on the Carl Marx and between individuals and their receiver‟s end at the time Engel‟s ideology. environment  When information is passed – The government undertake or  Seeks to overcome the 1. Semantic Barriers - Semantic within multiple sources controls the total media and shortcomings of previous barriers are also known as 4. Cultural barriers: Cultural barriers communication to serve working theories language barriers. These barriers are those that arise due to lack of classes and their interest. are caused due to improper similarities among the different – Theory says the state have absolute Focuses on: communication between the cultures across the world. A term power to control any media for the  Physical, biological, sociocultural, sender and the receiver. The that can be harmless in one culture benefits of people. They put end to the and spiritual potential of following instances of semantic can be regarded as a slang in private ownership of the press and individuals barriers can be witnessed in another culture. Moreover, various other media. The government media communication. beliefs can differ from one culture to provide positive thoughts to create a Aims for: For e.g. another. strong socialized society as well as  Social transformation and  A manager is conversing in 5. Physiological barriers - providing information, education, national development English to a group of workers Physiological barriers arise when a entertainment, motivation and  Alleviation of social injustices who understand and speak sender or the receiver of the mobilization. (e.g., monopolies, government Bengali. It will create confusion communication is not in a position – The theory describe the whole propaganda, immorality) among workers as they will not to express or receive the purpose of the mass media is to  Fulfill basic needs and empower be able to understand what is message with clarity due to some educate the greater masses of individuals being conveyed by the manager. physiological issues like dyslexia, working class or workers. Here, the 2. Psychological Barriers - Play an or nerve disorders that interfere public was encouraged to give According to McQuail (2010) important role in interpersonal with speech or hearing. feedback which would able to create  The media should accept and communication as the state of the interests towards the media. carry out positive development mind of the sender or the tasks in line with nationally receiver can make it difficult to Summary: established policy. understand the information that is – According to authoritarian theory,  Freedom of the press should be conveyed, which often leads to the media controlled and censored by open to restriction according to misunderstanding. the ministries in the country economic priorities and For e.g. – but libertarian is fully free without development needs of society.  Premature evaluation of any intervention of any authority or  Press should give priority in their information government, content to the national culture  Inadequate attention from the – Social responsibility theory – and language. receiver‟s end at the time press freedom in one hand but other