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Running head: ASSIGNMENT NO.

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DevC202: First Semester, 2012 – 2013 Assignment No. 1: DevCom: Nature and History Name: RECIS C. DEMPAYOS Date Submitted: 18 July 2012 Received by: SHERRY JUNETTE M. TAGLE

RECIS C. DEMPAYOS DEVC202: FIRST SEMESTER, 2012 – 2013 ASSIGNMENT NO. 1: DEVCOM: NATURE AND HISTORY Table of Contents

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TABLE OF CONTENTS ..........................................................................................................................2 TABLE OF FIGURES .............................................................................................................................3 CORDILLERA SUMMIT ON DISASTER RISK REDUCTION AND MULTI-HAZARD AWARENESS 2012............4 THE NDRRMC SUMMIT AND QUEBRAL’S DEFINITION OF DEVCOMM ...................................................5 WORKS CITED ....................................................................................................................................9

RECIS C. DEMPAYOS DEVC202: FIRST SEMESTER, 2012 – 2013 ASSIGNMENT NO. 1: DEVCOM: NATURE AND HISTORY Table of Figures
FIGURE 1: HISTORY OF DEVELOPMENT COMMUNICATION IN THE PHILIPPINES

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RECIS C. DEMPAYOS DEVC202: FIRST SEMESTER, 2012 – 2013 ASSIGNMENT NO. 1: DEVCOM: NATURE AND HISTORY

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Cordillera Summit on Disaster Risk Reduction and Multi-Hazard Awareness 2012 Last week, the Baguio Convention Center held this year’s Cordillera Summit on Disaster Risk Reduction and Multi-Hazard Awareness (Dar, Philippine Information Agency, 2012). The summit meeting intends to increase awareness and consciousness among the public on disaster readiness. Its goal is to move people to action while reducing loss of life and property damage during disasters. The summit was a joint-effort of the City Government of Baguio and the National Disaster Risk Reduction and Management Council (NDRRMC) under the Office of Civil Defense-Cordillera (OCD – CAR). Various presentations and an open forum were conducted at the summit (Keith, 2012). Regional Director Olivia Luces of the OCD gave a presentation about the Cordillera disaster risk reduction management (DRMM) Council and the Philippine DRRM Action Plan. Director Mylene Rivera of the Housing and Urban Development Coordinating Council (HUDCC) Asset Reform Group likewise, gave a presentation on “Post-Disaster Rebuilding and Housing Concerns”. Also, a presentation on NonGovernment Organization (NGO) participation in the formation of LGU Disaster Risk Reduction (DRR) Initiatives was given by Ruel Cabile of the DRR Net Philippines. Issues or concerns, as well as endeavors, of local communities and different sectors were also voiced during the open forum. Our country was said to be the world’s most disaster-hit country in 2011 (Dar, More public awareness on disaster reduction urged, 2012). As reported by the Center for Research on the Epidemiology of Disasters, out of 302 naturally-occurred worldwide disasters, 33 happened in our country. This report urged local government units in the region to strengthen their respective DRRMCs in order to be pro-active in dealing with calamities. The government also called on every citizen to do his or her part in protecting themselves. Accordingly, while safety and security during calamities is a job of the NDRRMC, people should also be responsible and be alert during such disasters and emergencies.

RECIS C. DEMPAYOS PAGE 5 OF 9 DEVC202: FIRST SEMESTER, 2012 – 2013 ASSIGNMENT NO. 1: DEVCOM: NATURE AND HISTORY Senator Aquilino “Koko” Pimentel graced the summit and called on the public to “be aware, be prepared, and take actions” since the reduction of disasters risks is everyone’s collective responsibility. The statement is in line with this year’s theme, “Ligtas na Bayan, Maunlad na Pamayanan”, in celebration of the National Disaster Consciousness Month (NDCM) also observed this month (THE NATIONAL DISASTER CONSCIOUSNESS MONTH, 2012). The NDRRMC leads the observance every year and seeks to amplify every Filipino’s readiness for people-safety. Pimentel further stated that Filipinos must accept that disasters, either natural or man-made, are deemed to happen. The country is on a typhoon alley and lies on earthquake fault lines. This is the reason why the Philippines is frequented by about 20 typhoons a year and is an earthquake-prone nation.

The NDRRMC Summit and Quebral’s Definition of DevCOMM For this discussion paper, let us first cite Nora Quebral’s definition of Development Communication in 1971: Development communication is the art and science of human communication applied to the speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth that makes possible greater social equality and the larger fulfillment of the human potential. Although not in the agricultural sense, the Cordillera Summit on Disaster Risk Reduction and Multi-Hazard Awareness fits into Quebral’s definition of the application of the concepts of development communication. The very essence of organizing a summit to increase knowledge and awareness reflects the application of human communication to the mass of a country’s population to increase human potential. By conducting seminars, presentations, and open forums, locals are made conscious of their

RECIS C. DEMPAYOS PAGE 6 OF 9 DEVC202: FIRST SEMESTER, 2012 – 2013 ASSIGNMENT NO. 1: DEVCOM: NATURE AND HISTORY present states with regard to disasters and their management. These forms of activities that raise awareness are beneficial in order to understand the next succession of programs to undertake in response to these situations. In connection with awareness, Quebral first description of what DevCOMM is and what it is not manifests this. Accordingly, a “development communicator may use the same media as the publicist does, but his aim is to stimulate public awareness and understanding of planned change”. Since awareness is brought to the table, what will follow are actions and programs to urge Filipinos to be pro-active and responsive during occurring natural and man-made calamities. These activities are in-line with the observance of the National Disaster Consciousness Month and the aim of the NDRRMC to increase every Filipino’s preparedness during calamities. Development communication plays a vital part in disaster preparedness because it is crucial that bits of information dispersed are accurate and are actually useful in the event of a calamity. It is important that DevCOMM practitioners specializing in disaster awareness help communities determine risks within their areas. For instance, here in Benguet, potential disasters include landslides, rockslides, and garbage erosions. Once risks are determined, efforts on prevention of these risks from occurring can be implemented. Also, actions to undertake once these risks have actually occurred should be included. DevCOMM efforts can be in the form of community seminars, demonstrations, video presentations, and even theatrics. The aforesaid paragraph is in support of Quebral’s third description of DevCOMM, in that it is “an approach or a point of view that sizes up a problem in the light of people to be reached and of overcoming or sidestepping the barriers in the way of reaching them”. The problem or situation in this case is on how to raise disaster awareness among Filipinos. Barriers that hinder development

RECIS C. DEMPAYOS PAGE 7 OF 9 DEVC202: FIRST SEMESTER, 2012 – 2013 ASSIGNMENT NO. 1: DEVCOM: NATURE AND HISTORY communicators from reaching their audience (the people) can be of any nature: physical (transportation lines and long distances), cultural (language barriers and gaps between urban communicators and rural people), and technological (absence of electricity and limited resources for presentation), among others. Quebral’s 1971 definition of development communication is not a perfect characterization of the discipline. It focuses more on alleviating poverty to arrive at an economically-grown national system. Other proponents of development would argue that progress or national growth is not merely measured in terms of economics. It also touches a nation’s intellectual ability, self-sufficiency, the quality of human life, and the environment. Though these concepts are interrelated, neither one should be left out in the equation of development. Also mentioned in Quebral’s definition is the “speedy transformation of a country and the mass of its people”. Though the transformation of a nation is a true aim of development communication, it can be argued that it need not be speedy, or in a sense, it will not be immediately felt by the country right after implementation. Modernization or progress has been seen to be lengthy process (Reyes). Its extreme effect will only be appreciated after decades or even centuries, in other words, the future generations of a nation are the benefactors of development programs implemented today. The definition of DevCOMM would be more comprehensive if we incorporate the definitions of both Genaro Ong in 1976 and Father Cornelio Lagerwey in 1990. Ong states that DevCOMM is an educational process and it aims to develop social consciousness and personal responsibility to one’s fellowman, community, and country. Lagerwey, on the other hand, says that DevCOMM is a science of planned growth that is engaged in teaching people and leading them to actions. Fused together, we can say that development communication is the art and science of applying human communication to lead people to actions essential for development and social transformation by imparting social consciousness and personal responsibility to their fellowmen, communities, and their country.

RECIS C. DEMPAYOS DEVC202: FIRST SEMESTER, 2012 – 2013 ASSIGNMENT NO. 1: DEVCOM: NATURE AND HISTORY

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Figure 1: History of Development Communication in the Philippines

RECIS C. DEMPAYOS DEVC202: FIRST SEMESTER, 2012 – 2013 ASSIGNMENT NO. 1: DEVCOM: NATURE AND HISTORY Works Cited

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THE NATIONAL DISASTER CONSCIOUSNESS MONTH. (2012, July 12). Retrieved July 18, 2012, from mb.com.ph: http://www.mb.com.ph/articles/365640/the-national-disaster-consciousnessmonth Agoot, L. T. (2012, July 1). PhilRice accepts researches to improve rice production. Baguio Midland Courier, p. 17. Dar, C. C. (2012, July 15). More public awareness on disaster reduction urged. Baguio Midland Courier, p. 12. Dar, C. C. (2012, July 11). Philippine Information Agency. Retrieved July 18, 2012, from More public awareness and participation on disaster risk reduction urged: http://www.pia.gov.ph/news/index.php?article=61341819291 Keith, G. B. (2012, July 16). Senator urges keener disaster management awareness. Retrieved July 18, 2012, from The Manila Times.net: http://www.manilatimes.net/index.php/news/regions/27001-senator-urges-keener-disastermanagement-awareness Reyes, G. E. (n.d.). Four Main Theories of Development: . Retrieved July 18, 2012, from NÓMADAS: http://www.ucm.es/info/nomadas/4/gereyes1.htm#(8)