DEVELOPMENT SUPPORT COMMUNICATION :

CONVENTIONAL VS CONVERGENT MEDIA

Selvan KSM, Haneef SM and Nair PP

An explosion of technological innovations, which have accentuated new modes of knowledge

transformation and communication patterns, characterizes the 21st century. The most recent
of them - new information and communication technologies - which comprise digital,
convergence of computers, satellite and telecommunication technologies, have demonstrated
unlimited potential to trigger rapid and fundamental changes in the overall social, economic
and cultural environment of societies and industries.
Knowledge and information are two key ingredients required to facilitate development and
bring about social and economic change. Traditional media, print, radio and TV have played
a major role in disseminating information to people so far. But, the recent evolution of
communication technologies has engendered a paradigm shift in the mode information is
disseminated and knowledge exchanged. Participatory and interactive communication, which
was robustly espoused by development communication scholars but not put in place for
practice, has now been made possible with ICT.
Notwithstanding ICT’s inherent capabilities to wire the world, its emergence has spawned
excited debates about harnessing the new communication technology for development
activities. While theories surrounding ‘ICT and its contribution to development’ have begun
to emerge in a surge, the obsession with the new technology (for most part, world wide web)
and the new-found impulse to make the most of it have led to a host of initiatives undertaken
by private and public organizations to deploy it in development support programmes.
With the imperatives of accelerating socio-economic development in rural areas mounting
unabatedly, the rise of ICT is seen as a boon. ICT is regarded as the key ‘driver’ of change in
rural areas. But, its low penetration in rural communities goes to prove that ‘ICT for
development’ is still urban-based and its rosy-eyed implications for alleviation of problems
will become skewed save for precise policies and implementation plans.
With developing countries warming to the potential of ICT in addressing their development
problems, policies are formulated to introduce information and communication technology in
rural centers so as to be used as catalysts of development. New initiatives are being taken to
hand down ICT to farmers and spur them on to avail of the facilities bestowed by it. To
envisage an integrated knowledge society and a common goal of ensuring rural development,
unified efforts need to be put in by all stakeholders. ‘Achieving an integrated rural Internet
development approach in a given nation or region requires the collaborative participation of
agencies, organizations and government services’ (Richardson, 1997).
ICT, by virtue of certain technological traits, will help farmers surmount this handicap. They
can ‘exploit the Internet to get information on new markets and access critical business and
financial information’ (Srinivas Melkote, 2002). Farmers could promote their products and
handle simple transactions such as orders over the web while payment transactions for the
goods can then be handled off-line (O’Farrell et al 1999:4). Farmers and their associations
were able to sell their produce at much higher prices than they could fetch in the local market
and strategize on what quantities and when to produce. Users of the centres found the
Internet to be a cheaper, timely and appropriate communication
option(Balit1998,Masias1996).
Moreover, ICTs are capable of transgressing the limitations imposed by the older media in
that it cuts out boundaries and helps users establish unimpeded connectivity and networking
with people. Secondly, it confers greater degree of autonomy and freedom to operate. This
entails a decentralised system wherein rural communities and their inhabitants can exercise
control over content. This subsumes decision-makingrightsaswell.
ICTs can empower rural communities and give them “a voice” that permits them to contribute
to the development process. With new ICTs, rural communities can acquire the capacity to
improve their living conditions and become motivated through training and dialogue with
others to a level where they make decisions for their own development (Balit1998:30).
Equitable access to information and Communication Technologies (ICT) is fundamental for
maximizing the impact of ICTs. In many developing countries, most rural people are
excluded from the information society due to their lack of ICT infrastructure, education, and
training, which are key instruments for theirinclusionintothenewdigitaleconomy. Training
and capacity building must be an integral part of all ICT projects. A large proportion of the
rural population of developing nations is illiterate and this means that these individuals are
disadvantaged and lack the basic skills required to harness the benefits of ICTs. The
assistance of intermediaries (ombudsman) may thus be required. “Illiteracy is a fundamental
barrier to participation in knowledgesocieties”(Mansell1998:35). The authors of this paper
are closely associated with an innovative and ingenious effort of the Department of
Communication, Manonmaniam Sundaranar University, Tirunelveli, India. The department is
bringing out a rural based monthly newspaper titled Ooraga Uravu (Rural Nexus), which
caters to development officers and workers involved in rural development activities. These
officers are essentially acting as ‘ombudsmen’ in their concerned area of operation. While
the communication department faculty members are in charge of editing, scholars from
developmental studies and other similar areas contribute articles to this newspaper. The
cardinal agenda of the newspaper is to bring out publication on developmental topics such as
human rights, agricultural practices, health information, and educationalresources. The
connection between the availability of mass media and national development is a crucial
factor for socio-economic changes in a given area of coverage. Lerner (1958) and Schramm
(1964) have showed a high correlation between the indices of modernity and availability of
mass media; more developed the nation, higher is the availability of mass media outlets. The
less-developed countries have less-developed mass communication systems also, and less
development in the services that support the growth of mass communication (Schramm,1964).
In line with the theoretical background put forth by the Lerner and Schramm, the researchers
of this study would like to assess the ground realities of the situation if Simputer (a new
digital device has been introduced in India called Simputer (Simple Computer), which is
economically viable and has equal facilities like branded PCs to access web related
materials) will be made available along with Ooraga Uravufordevelopmentalworkers.

Citation: International Conference on Communication for Development in the Information

Age: Extending the Benefits of Technology for All. 07-09 January 2003 Eds. Basavaprabhu Jirli
Editor in Chief, Diapk De, K. Ghadei and Kendadmath, G.C., Department of Extension
Education, Institute of Agricultural Sciences, Banaras Hindu University, Varanasi, (India).

Global Communication Research Association

Centre for International Communication, MaCquarie University, Sydney, Australia
GCRA – Varanasi Conference
Prof. Naren Chitty Prof. Dipak De
President - GCRA Organizing Secretary
naren.chitty@scmp.mq.edu.au dedipak@gmail.com
Prof. Basyouni Hamada Dr. Basavaprabhu Jirli
Secretary General - GCRA Editor in Chief
basyouni2000@yahoo.com bjirli@gmail.com