Академический Документы
Профессиональный Документы
Культура Документы
Development:
Positive and purposive change in all directions in a given society, i.e, social change in a society
intended to bring about both social and material advancement including greater quality, freedom
and other valued qualities for the majority of the people by gaining greater control over their
environment.
Communication:
A social process in which individuals employ symbols to establish & interpret meaning in their
environment.
Development Communication:
The strategic & intentional use of communication to advance socially beneficial goals.
Development communication is the process of intervening (intervene: to intentionally become
involved in a difficult situation in order to improve or prevent it from getting worse) in a
systematic or strategic manner with either media (print, radio, telephony, video, and the Internet),
or education (training, literacy, schooling) for the purpose of positive social change. The change
could be economic, personal, as in spiritual, social, cultural, or political.
Development Support Communication:
A planned and designed communication strategy which support a particular development
program with the participation of organizations & individuals in a certain area.
Development Journalism:
The idea of development journalism states that to provide information about the development
activities and projects undertaken by the respective government of a developing country by the
media. Here journalism believed and expected to play a key role in facilitating and fostering
national development.
Five Key Components of DJ:
1- To report the difference between what has been planned to do & what in reality has been
achieved as well as the difference between its claimed & actual impact on people.
2- To focus not on day-to-day news but on long term development process.
3- To be independent from government & to provide constructive criticisms of government.
4- To shift journalistic focus to news of economic and social development while working
constructively with the government.
5- To empower the ordinary people to improve their own lives & communities.
Development Communication
DC works in an open-ended form & is DSC is bound and can be terminated after the
persuasive.
goal is achieved.
DC relies more on technologically oriented DSC campaigns are message-oriented. Its
communication media.
communication contents are carefully
designed & produced.
DC remains limited to mass media.
DSC utilizes a whole range of cultural based
means of communication.
DC functions clearly from top to down & is In all its properties, DSC is interactive &
hierarchical.
participatory.
Because of its wide universe, DC includes a
wide range of variables, which are usually
difficult to control. Therefore research work
is not only difficult but also limited in DC.
DC as an effective field of communication
for development has lost its credibility over
the years.
Change:
The concept of change is positive in character which leads & motivates human beings towards
bettter living conditions.
Change Agents:
Indivduals or organization facilitating the change through the process of development are called
change agents.
Variations among Communities:
Since human communities are the groups of people in a locality which are governed by a
complex whole. Therefore levels of change can be different due to variations among different
communities. These variations can be,
i.
ii.
iii.
iv.
v.
vi.
Size
Population
Composition
Age
Socio-cultural characteristics
Geographic settings
Levels of Change:
Thus change process may occur at various levels & in different forms. Such as,
i.
ii.
iii.
iv.
v.
vi.
vii.
viii.
Urbanization
Modernization
Industrialization
These level of change are not identical. A community can be more modernized without
industrialization & a rural community can attain modern character without becoming an urban
community.
Sources of Change:
In the context of DSC, following sources are the common prerequisites for bringing change in a
human community:
i.
ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
Opinion Leaders: Such as social workers, religious elites, school teachers in the
given locality & artists etc; their involvement in change process & use of their
abilities & influence. In rural settings, particularly in less developing countries,
opinion learders link a community members & the change workers at various levels.
Their personal local influence, contacts & relationship can be used as an effective
source of change.
Communication Channels: Their proper selection, appropriate use and access
propensities. Selection & use of communication channels may vary from one
community to another. It depends on nature & importance of change. However,
communication channels are the major sources of supplementing change processes.
Their basic function is to provide awareness, to bring innovations and to influence the
existing attitudes in favour of intended change.
Professionals: Their selection, abilities, training & acquantance with the problems.
They are associated with institutionalized arrangements for carrying on change
actions. They may be attached with different social community agencies, such as
health & family planning programmes. They may also be communication experts.
Transportation: It is an important source of change in any community/society.
Roads, railways & other means of transportation not only facilitate easy access to &
link with rural areas, it also makes the job easy for change workers to reach the target
areas also change needs flow of goods, ideas, & essential mobility of human beings.
Well-organized, stable & rapid transport system is an important source of change.
Government: Its structure, leadership, directions, planning & ability to execute the
change projects. Any change strategy cant succeed without the involvement of policy
makers. This makes the government one of the most important sources of change
developing or under-developed communities. Able, honest devoted & selfless
leadership with clear directions only can bring about positive change.
Opinion leaders are more influential and effective than mass media due to
interpersonal communication for mobilizing the community.
They spread ideas relating to development projects or the process of change.
They expand the conversation by answering the feedback thus helping the smooth
flow of diffusion.
They modify the process of diffusion through on time clearing the obstacles.
They link the community members & the change workers at various levels.
They monitor the projects themselves thus data is gathered for future research and
implementation.
The communication channels are all the available sources which enhance the process of
communication for facilitating change as communication establishes a climate in which
change can take place.
Bazars
Coffee House
Puppet Show
Local Gatherings
Mass Media
New Media
Interpersonal Communication
ii.
iii.
iv.
v.
Obstacles to Change:
i.
ii.
iii.
iv.
v.
vi.
ii.
iii.
iv.
v.
vi.
vii.
innovation, the rest of the society may have moved so far forward that the innovation
has become outdated.
Appeals to Humor
Appeals to Sex
Effects of Repetition
Propaganda: The process & product of deliberate attempts to influence collective behaviour &
opinion by the use of multiple means of communication in ways that are systematic & one-sided.
Propaganda is carried out in the interest of the source or sender, not the recipient. It is almost
certain to be in some respects misleading or not fully truthful & can be entirely untrue, as with
certain kinds of disinformation.
Public Relations: Public relations is the art & social science of analyzing trends, predicting their
consequences, counseling organization leaders, & implementing planned programs of action that
serve both the organizations & the publics interest.
Press Agentry: It involves staging events or planning enterprises that attract media or public
attention to a person, product, organization, or cause.
Press agents are useful in some PR campaigns, public relations encompasses a much
broader area & involves more than just attracting attention.
Publicity is a tool in the public relations process, but it is not equivalent to PR. For
example, it is perfectly possible for a firm to have extensive publicity & bad public
relations.
Publicity is one-way communication.
Concept of Communication Campaign: These are some key related concepts that are central to
the unnderstanding of communication campaigns.
1. The Objectives of the Campaign or the Media Methods Employed: Two defining
characteristics of communication campaigns are
i.
Objectives: Refer to the essence of communication appeals, i.e., one groups
attempts to influence the attitudes or behaviour of another
ii.
Methods: It defines the genre (a style) of communication (e.g, as educational or
innovative & nonconventional types), the type of communication media, & the
strategies that the campaign employs.
2. The Strategy Used to Facilitate Change: The three basic strategies of social control
three Es i.e., Education, Engineering, & Enforcement, that have been identified as
causing changes in levels of knowledge, attitude, or behaviours are also important in
understanding campaigns.
Their effectiveness depends on several factors i.e, audiences cultural heritage, form of
government, & level of technological development.
In a country with authoritarian leadership, enforcement is usually chosen as the
appropriate strategy for communication campaign. The most effective strategy for a
society of people with common values is usually education. Engineering used to fight
poverty illiteracy, inequality, & so on through social engineers drafted programs.
Engineering of consent: Official use of communication campaigns to reach good
ends.
3. The Potential Benefits Resulting from Proposed Change: It refers to the benefits that
individuals or society will gain by complying with the objectives of the campaign.
Campaigns may also highlight the negative aspects of particular behaviours in an attempt
to motivate audiences to change.
4. Public Perceptions about the Campaign Stakeholder: There are different types of
stakeholders such as:
i.
Individuals & Associations
ii.
Media
iii.
Government
iv.
Social Scientists
5. The Stakeholders Themselves: Another conccept important to the success of campaigns
has to do with the publics view of the stakeholder. The source of the campaign messages
must be seen as an individual or group who is entitled to or has the right to offer the
messages, place them on the publics issue agenda, and attempt to change the behaviours
of audiences. This concept of stakeholders & the personal relevance of an issue to them is
known as entitlement.
Two class of Public Issues:
a. Obligations: For some issues people feel obligated to respond due to some sense of
altruism or unselfishness.
b. Opportunities: For some issues people are self-interested & focus on selfimprovement opportunities.
These two issues are also the two key motivational components in communication
campaigns, which call for action motivated by altruistic leanings, by personal
benefits, or both. For example, campaigns that promote a healthier environment may
appeal to a persons unselfish desire to keep the earth a safe & beautiful place for
future generations. A campaign to prevent illegal drug use might appeal to another
persons self-interested desire to keep his teenager off drugs.
Two Classes of Stakeholders
a. First-Party Entitlement: Refers to a situation in which an aggrieved group of
stakeholders is seen by the public to be directly affected by an issue, e.g,
b. Second-Party Entitlement: Refers to circumstances in which a group is not
directly impacted by a particular issue, e.g,
Advantages of the Campaign Approach: Several features make the campaign
approach valuable in DSC. Some of them are:
i.
ii.
iii.
iv.
v.
vi.
A campaign approach is the only way to handle large & complex programmes
of public information & education. Haphazard communications cannot be
effecctive when working with large & diverse audience, through variety of
messages, & by using various communication methods.
The campaign approach permits the use of resources (time, funds, and
personnel) more effectively & helps you to coordinate them.
The campaign approach is unique in the way it permits the use of
combinations of methods, directed towards the same programme objectives. It
can add unity to the educational efforts.
This approach produces a planned schedule of coordinated activities, so it
helps to adjust the efforts of personnel over period of time.
It can help to reach more members of the intended audience, by using a
combination of communication methods.
It can provide a wider change of understanding as it helps to reach audience
members through multiple channels & in a repetitive pattern which enlarge the
scope of learning.
ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
x.
Stage-II Analysis
Topic Analysis
1. How familiar is the topic to the intended audience?
2. How easy is it to see & describe?
3. How readily can it be demonstrated?
4. How strong or weak is the scientific base for it?
5. To what extent does it agree or conflict with the current values &
experiences of the audience?
Careful analysis of topic, situation, intended audience & the local organization that intends DSC,
can help keep a campaign simple & on target.
Situation Analysis
1. How severe is the problem, or great the opportunity?
2. What has created the problem or opportunity?
3. What efforts were made to introduce the idea or to achieve the desired
results?
4. What were the net results produced by those efforts?
Audience Analysis
1. How many audience would be targeted?
2. What are the location & inhabitancy of the audience?
3. What are their major characteristics (sex, education, age, financial
resource, occupation etc)
4. How much do they know about the topic?
5. How much interested they are in the topic?
6. What are their feelings & opinions about the topic?
7. What are their goals related to the topic?
8. To what sources do, or would, they normally go for information about the
topic?
9. What group or organizations are important to them?
10. What mass media they use?
Sponsor Analysis
1. What is the importance of the topic for DSC?
2. How urgent is the matter from DSC point of view
3. How much priority will the matter receive within DSC?
4. What resources are available to work on the programme?
Answers to these analysis would help to make decision about whether to conduct the campaign,
to whom it should be directed, what should be said, what communication channels should be
used, when the campaign should begin & end etc. Such analysis would be extremely valuable to
the communication planners in DSC.