CHAPTER 1:

-2nd half of 20th century brought about a tradition of comm. Research geared towards 3rd world
development needs,area which has come to be known as def com.

-developments primary goal of eco growth has ignored other crucial,yet non-material aspects of
human need.

-economic development aid has led to much corruption and large gaps bw wealthy elites and masses
in 3rd world countries.

-scholars have increasingly debated on the meaning ,value and need of comm for dev,which
certainly parallel those on development itself

-key concepts in book: communication,development,empowerment and third world.

-the def of defcom not only changes with meanings of the terms that comprise it but also with the
varying understanding of the subjects that surround it.(include: dev journ,dev edu,international
comm.,transnational comm.,international journalism,cross cultural and inter cultural journalism)

-def com is associated with the role of comm. In social change.

-distinctions bw def com and dev support comm.

-distinction bw defcom and comm development ,meaning of participatory comm.

Third world:

-Can be traced back to France

-three social classes defined in France:first,second and third estates

-first and second had pol. Rights

-tiers etat became a revolutionary slogan during French revolution(1789),sought to transfer pol
power from elite to third estate

-Sauvey used the term first,to describe the “neutral” contested part of the world,the part that both
the second and first worlds wished to conquer.

-term quickly converted to a pol, category however,implying neutralism in terms of the cold war.

-idea was also taken by NAM,which included countries which did not want to be officially aligned
with west or east,ex-colonies who gained freedom recently in 1960’s,1950’s

-today major connotation of third world is underdeveloped or simply ‘poor’.

-better terms for 3rd world are developing,but gives the impression that some have depeloped ,some
are arriving

-another is LDC’s less developed countries,it has the adv that it does not portray that a 3rd world
exists,but not very better than 3rd world

-same criticism is applicable for under developed

COMMUNICATION:
-with the expansion of comm. In the 20th century ,scholars from various fields started to question the
power of mass media to potentially influence individuals and societies.

DEVELOPMENT:

-defcom cannot be meaningfully discussed without defining development and comm. Both

-development means diff things to diff people just like comms

-jo ellen fair and Hemant shah(1997) looked at 140 recent studies of communication and
development and found that only about a third conceptualized development.

-definitions vary but almost everyone would agree that development means an improvement in
living conditions,but the debate remains what all is constituted in living conditions.

-3 perspectives or ways of praticising development:

1.modernization-based on neo-classical economic theory,propmoting and supporting capatilist

economic development.(this perspective says that the western model of development is
applicable elsewhere)

2.critical perspectives-these challenge the economic and cultural expansionism and imperialism of
modernization.they challenge for a restructuring of social and political stuructures for a
more even distribution of rewards in the society.

3.Liberation or Monaistic perspectives-Paolo Freire is amongst the mlost well known proponents of
development as liberation.these perspectives are driven largely from liberation
theology,which prioritizes personal and communal liberation from oppression,as the key to
empowerment and self reliance,which is the goal for development.

However internal and external forms of oporession restrict them to do so.

Major source of oppression are the western governments and corporations as they are driven to
make profit which usually means that workers,consumers, and others are exploited in the
process.;

EMPOWERMENT:

-this term cannot be studied without defining power.

-from Foucalt(1980) we derive that power is only relevant in social relations.

-real change might not be possible if we do not address power inequalities bw marginilsed
individuals and groups at the grassroot and those who make policy and aid decisions.

-Jo Rowlands divides empowerment into three overlapping dimensions: personal

empowerment,relational empowerment and collective empowerment

-Santi Rozario divides empowerment into primary models:one is based on empowering the
individuals and not encouraging collective social action by the oppressed.

Second is concentization and radical social change.