DEVC153 Development Communication: A Cybernetic Perspective PDF

# DEVC153: Managing Information in Development Communication ## Module 1: Lesson 1 - Development Communication: A Cybernetic Perspective ### Learning Objectives: At the end of this lesson, you should be able to: 1. Define development communication. 2. Define cybernetics. 3. Discuss development co...

# DEVC153: Managing Information in Development Communication ## Module 1: Lesson 1 - Development Communication: A Cybernetic Perspective ### Learning Objectives: At the end of this lesson, you should be able to: 1. Define development communication. 2. Define cybernetics. 3. Discuss development communication from a cybernetic stance. ### Development Communication: - Dr. Nora C. Quebral's definition of development communication ("devcom") 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.". - Dr. Quebral revised her original 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: - We can look to Norbert Wiener who coined the term "cybernetics" for a definition of it. - "Cybernetics" 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:** This is 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. Essentially, 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 ### References: - Griffin, E. (2009). A first look at communication theory. McGraw-Hill. - Miller, K. (2012). Organizational communication: Approaches and processes. Wadsworth. - Ongkiko, I. V. C., & Flor, A. G. (2006). Introduction to development communication. UP Open University and SEAMEO-SEARCA. - Quebral, N. C. (2002). Reflections on development communication (25 years after). College of Development Communication. - Quebral, N. C. (2012). Development communication primer. Southbound Sdn. Bhd. http://www.southbound.com.my/downloads/QuebralCruzPrimer2012.pdf - World Bank (1998/99). World development report: Knowledge for development. Oxford University Press.