Friday, 6 February 2015

Development Communication-Definition-goal

Development Communication is communication with a social conscience. Development communication is associated with rural problems, urban problems and takes humans into account
It has two primary roles:
a transforming role, as it seeks social change in the direction of higher  utility of values of society. 
 seeks to create an atmosphere for change, as well as providing innovations through which society may change.

Definition
Development communication has been defined in several ways by economic
development experts, sociologists and communication experts. The terminology development communication originated in Asia.  Definitions differ from region to region depending on the definers view of development.

Nora Quebral (1975) defined development communication as the art
and science of human communication applied to the speedy transformation of a country from poverty to a dynamic state of economic growth and makes possible greater economic and social equality and the larger fulfilment of human potential.

Development Communication is communication with a social conscience.   It takes
humans into account.  Development communication is primarily associated with rural problems, but is also concerned with urban problems. It has two primary roles: a transforming role, as it seeks social change in the direction of higher quality of values of society. In playing its roles, development communication seeks to create an atmosphere for change, as well as providing innovations through which society may change.
  
Philosophy and goal of Development Communication
Three main ideas which define the philosophy of development communication and make it different from general communication are:

1.     Development communication is purposive  communication, it is value-laden; and it is pragmatic(dealing with things sensibly and realistically in a way that is based on practica).  
2.     Development  communication is goal-oriented. The ultimate goal of development communication is a higher quality of life for the people of a society by social and political change.

3.    The goal of development communication not consider only in economic terms, but also in terms of social, political, cultural, and moral values that make a person's life whole, and that enable a person to attain his or her full potential. 

Development communication has to deal with two types of audience:
i)  bureaucracy, media practitioners and professionals, and
ii) the people i.e. the audience who can be informed or uninformed; educated or semi-literate or literate.


Wilbur Schramm (1964) was the first to recognize that communication could play an important role in the national development of the third world counties. He believed that mass media could better the lives of people by supplementing the information resources and exposing people for learning opportunities. He conceptualized a relationship between development communication and economic growth,which has been the main guiding paradigm for development programmes. He suggested that as economic activity spreads, knowledge must be gathered more broadly.

source:  Global Media Journal Indian Edition/ISSN 2249-5835
DEVELOPMENT COMMUNICATION: A PURPOSIVE
COMMUNICATION WITH SOCIAL CONSCIENCE - AN INDIAN
PERSPECTIVE
Dr Rajesh Kumar

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