Module 1
xCommunication for
development
•Development and Directed change
•What is Development?
Development is a process that
creates growth, progress, positive
change or the addition of physical,
economic, environmental, social
and demographic components. The
purpose of development is a rise in
the level and quality of life of the
population, and the creation or
expansion of local regional income
and employment opportunities,
without damaging the resources of
the environment. Development is
visible and useful, not necessarily
immediately, and includes an
aspect of quality change and the
creation of conditions for a
continuation of that change.
•Development is basically
acceptance of change and
innovations –ideas, practice and
technologies. Facilitating diffusion
of innovations is an essential aspect
of the development.
•Development can be defined as a
process of economic and social
advancement in terms of quality of
human life. It can be measured in
terms of culture, wealth, education,
healthcare, opportunities
•Directed cultural change can
happen through migration,
involving the movement of a person
from one place to another,
•But it may also result from an
outside culture imposing itself on
an existing culture in a particular
geographic area.
 development index based on social
DEVELOPMENT CONCEPT &
DEFINITION
APPROACHES TO
DEVELOPMENT
•COMMUNICATION-
•An eminent communication
scientist Everett M. Rogers
observes, “Wherever change
occurs, there flows
communication.” Communication is
believed to be a prime mover of
social Development. Mass media
are used to convey messages to the
general public.
Meaning and Concept
•Mass Media growth in 1960-1970
•Mass media grew on the notion
that media have exceptional power
to change human behavior.
•Experts termed media as a
“LUBRICATOR” of development
process
CONCEPT: (Earlier)
•In the 1960’s, development was
considered to be the domain of
economists and it was synonymous
with the process of modernization
modeled on the industrilised west.
Economic growth was regarded as
the main index of “Development”.
•CONCEPT: (updated)-
•The western concept of
development was challenged by
third world scholars like Rajni
Kothari etc. who advocated for a
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justice-Where the poorest of the
poor could be benefitted.
Development now began to be seen
as improvements in the quality of
life
Development compromises the
element of change and growth.
- Growth includes the increased or
created capacity to invest in the
productive activities, regeneration
of recourses, and capital formation
and adopting new modes of
production.
- Change involves both mental
attitude and technological base.
Introduction to new technology
gives rise to a number of associated
changes, which are manifested in
the attitudes, beliefs, social
relationships, emergence of new
group of specialists and a new
power structure.
•The term Development
Communication was coined by
Nora Cruz-Quebral
•Concept of Development
communication-
•Three factors that resulted in the
emergence
of Development communication-
- Rethinking in the concept of
modernization
-Growth and expansion of mass
media
-Redefinition of the role of
communication to social
development.
•Quebral defines Development
Communication as “the art and
science of human communication
applied to speedy transformation of
a country and mass of its people
from poverty to dynamic state of
economic growth that makes
possible greater social equality and
the larger fulfillment of the human
potential”.
•The UNICEF describes it as
"a two-way process for sharing
ideas and knowledge using a range
of communication tools and
approaches that empower
individuals and communities to take
actions to improve their lives."
•The Thusong government center
described it as "providing
communities with information they
can use in improving their lives,
which aims at making public
programs and policies real,
meaningful and sustainable
Approaches -Communication for
Development
•Diffusion of Innovation
•Localized Approach
•Magic Multiplier / The Mass
Media Approach
•The integrated approach
Approaches to Development
Communication
•Diffusion of Innovation-
•Modernization is taken as a
process of diffusion, where
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individuals move from a traditional
way of life to a different, more
technically developed way of life.
This approach is concerned with the
process of diffusion and adoption of
innovation in a more systematic
and planned way.
•Development is basically
acceptance of change and
innovations –ideas, practice and
technologies. Facilitating diffusion
of innovations is an essential aspect
of the development.
•All innovations need not be new to
all people. An innovation refers to
an idea perceived as new by an
individual. Diffusion is a process by
which an innovation spreads from
its source of creation to the users or
adopters. The essence of the
diffusion process is the human
interaction, in which one person
communicates a new idea to
another person.
•Diffusion of innovation research
established the importance of
communication, new ideas and
their practice is a crucial
component of the modernization
process. People change attitudes of
those whom they talk to, work with,
or interact with. People will adopt
an innovation if they believe that it
enhances their utility; it determines
the extent of change in their normal
functioning increases compatibility
with habits and values, and has
cost-benefit analysis.
Approaches to Development
Communication
•Localized Approach-
•This approach advocates that
information transmitted through
media must be locally and
functionally relevant to the
audience is called localised
approach. The development
programmes must be local to meet
the local needs which vary widely in
different regions and sub-regions in
a large country like India due to the
diversity of climate, cultures and
languages.
•The localised media approach
helps to plan messages specially
designed for various local groups.
This facilitates two way
communications by allowing
greater involvement and
participation of the audience in the
communication process.
•Magic Multiplier /The Mass Media
Approach.
•Mass Media is called the magic
multiplier as it can multiply the
messages and reach a number of
people very fast and at one go.
•Its output does have great
potential and modernizing effect. It
is their content that is the key to
use in development.
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•Mass media are important in development efforts. The balance in
spreading awareness of new the spread of information facilities
possibilities and practices, but at must be maintained both for rural
the stage where decisions are being and urban, backward and
made about whether to adopt or prosperous areas
not to adopt; personal
communication is far more likely to
be influential.

•Therefore, the general conclusion

of this line of thought is that mass
communication is less likely than
personal influence to have a direct
effect on social behaviour.

•Wilbur Schramm (1964), in his

book ‘Mass Media and National
Development’ which was produced
for UNESCO became almost a
blueprint (programme of action) for
development communication.
Schramm stated that content is the
key to their use in development.
Social change of great magnitude
can be accomplished when people
informed, persuaded, educated.

• Information must flow at all levels

so that they can participate in the
acts and decisions of nation
building. He also argued that each
person would have requirement of
information of the work he would
undertake, and there being millions
of workers would require
information of various types.
•The integrated approach to
development communication:
• Emphasizes the need to avoid
duplication and waste in
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MODELS OF DEVELOPMENT
•WESTERN MODEL:
•Based on the capitalist path of
development pursued by the USA,
western Europe and some of their
peripheries(*These countries are
usually behind because of obstacles
such as lack of technology, unstable
government, and poor education
and health systems.) in Latin
america.
•The united states of america is
providing leadership to this pattern
of growth.
•This model emphasized on the
importance of consumer
sovereignty(*Supreme of
ultimate power), efficient
production, technological
innovations, full employment
etc.
•However Competition still
remained the hallmark of this
liberal-capitalist-democratic model
of development.
•An in depth study of western
model, dominated by the USA,
reveals the following
Characteristics in different domain:
•(a) Economically:
•Under this model free market has
to operate to achieve rapid social
development through the system of
Laissez fair.(Laissez-faire is French
for "let do." In other words, let the
market do its own thing. Laissez-
faire economics is a theory that
restricts government intervention in
the economy. It holds that the
economy is strongest when all the
government does is protect
individuals' rights.)
•Saving policies are individualistic
based on democratic
taxsystem.Investment is private,
unrestricted and uncoordinated.
Individual share an emphasis on
industrialization and technology
used for private enrichment and
public welfare in uneven(* not
regular, consistent, or equal)
dosages.
•Here economic is capitalist and is
based on individual entrepreneurial
initiative, with little centralized
planning.
•There is open internal open
market, high international
integration created by financial and
commodity market with slight
regulation.
•(b)Politically:
•It is based on the setup of liberal
democratic values. The idea of legal
equality, liberty, right, democracy,
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and the need for the social system
devoid of caste, creed and religious
discriminations are the hallmark of
such system. Parliamentary
democracy with emphasis on free
and fair poll, along with rights to
criticism of the ruling government
are also encouraged. In a sense, the
rights and duties of individual
acquire central position in this
setup.
•WESTERN MODEL:
•(c) Socially:
•It enhances the growth of highly
urbanized society consisting of
several large and middle sized
cities.
•Society will have mass education,
low birth and death rates, greater
degree of social mobility, changing
demographic profile by way of
migration of population from rural
to urban areas and will have larger
degree of separation and
specialization of roles of the
individuals.
•Strategically:
•states will acquire more and more
sophisticated weapons. More
expenditure in arms and
professionalism in defense will
enhance. However, the armies will
be more professional in their
outlooks. They wont have any
ideological commitments apart
from the defence of the country
•EASTERN MODEL
•Eastern Model was followed by
erstwhile USSR and countries of
Eastern Europe to whom the
former gave the leadership. Even
some countries in Asia(China,
Vietnam, North Korea) and North
America(Cuba).
•Basically this was associated with
that of a particularized class
interest(Have and Have not’s) and
thus introduced an ideological
input in the development.
•Ideas propagated by Karl Marx
formed the central theme of this
model. It sought to strike a balance
between individualistic and
collectivist ideas of development
through the formation of class.
•EASTERN MODEL
•This Model has been based on
following main levels:
•(i) Economically-
•(a)Public ownership of means of
production and distribution and
centralized system of economy had
been the basic thrust of this model.
•All economic decisions were made
by a central authority.
•A central authority organized the
economy in such a way as to
maximize possibility of achieving
the goal of socialism*(*a political
and economic theory of social
organization which advocates that
the means of production,
distribution, and exchange should
be owned or regulated by the
community as a whole.) and finally
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communism**(** a theory or
system of social organization in
which all property is owned by the
community and each person
contributes and receives according
to their ability and needs).
•They had a direct control over
production and distribution of
consumer good.
•Investments were also very highly
controlled. More importance had
been assigned to heavy industry.
(b) It operates on the principle that
social welfare is best determined by
central planning and that if people
are left to their own devices, it will
retard progress.
•Implementation was the
responsibility of the ministries
which controlled, the individual
enterprises through the complex
administrative network.
•What is to be produced and at
what cost it should be sold was
decided not by market but by the
central authorities.
•(ii) Politically-
•The planned and command
economy was supported by a
strong one party dictating all
interest articulating in the system.
•It was the communist party based
on the ideology of Marxism.
•** Marxism is a method of
socioeconomic analysis that views
class relations and social conflict
using a materialist interpretation of
historical development and takes a
dialectical View(relating to the
logical discussion of ideas and
opinions.) of social transformation.
It originates from the works of
19th-century German philosophers
Karl Marx and Friedrich Engels
(iii)Socially-
•Former Soviet union was highly
Urbanized, large growth of medium
size cities, generally with several
large ones, and still a sizeable
smallholders and agricultural
laborers of low social status was
there.
•There was a high pace of industrial
growth along with the rapid growth
of working class and moderately
increased middle and professional
class.
•The degree of social mobility in the
society was high.
•** Social mobility is the movement
of individuals, families, households,
or other categories of people within
or between social strata in a
society. It is a change in social
status relative to one's current
social location within a given
society.
•** social strata -Social
stratification is a kind of social
differentiation whereby members
of society are grouped into
socioeconomic strata, based upon
their occupation and income,
wealth and social status, or derived
power (social and political).
•High level of mass communication
and low level of mass consumption
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and immigration were the Hall mark emphasis on the supremacy of
of these societies. Emigration was moral principles and values and a
more or less prohibited. moral approach to the problem of
•**Immigration- Immigration is the development. It was a plan of
international movement of people political, social and moral
into a destination country of which reconstruction and a critique of the
they are not natives or where they Western and eastern models
do not possess citizenship in order essentially based on
to settle or reside there, especially industrialization
as permanent residents or
naturalized citizens, or to take up Ideal village
employment as a migrant worker or village is the basic unit of
temporarily as a foreign worker the Gandhian ideal social
order. Gandhi concisely
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•(iv) Strategically- pointed out, 1f the
village perishes India will
•Military always maintained its
perish too.... We have to
professional codes. It ordinarily
followed the dictates of the make a choice between
executives. Though it was not India of the villages that is as
associated with decision-making ancient as herself and India
process, yet it sometimes used to of the cities which are a
work closely with the political creation of foreign
elites at the decision making level. domination". Gandhi's ideal
village belongs to the Pre-
•Military hardware and know how British period, when Indian
were first of all shared only with villages were supposed to
the states having similar ideology. constitute voluntary federation
However in later period even of self-governing autonomous
states which were strategically republics, and the work of
located or had some commonality Central Authority was to
of interest were allowed the coordinate, supervise and
export and joint production of manage village republics.
military equipments.
The central authority will have
no power to enforce its
•GANDHIAN MODEL: decisions on village
•The Gandhian view of republics except the moral
development is different from the pressure or power of
Eastern and Western models of persuasion.
development. It was based upon his Decentralisation
abstract theory with no basis in decentralisation of social and
reality and unrealistic belief, and political power. In such a
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system decision-making 'If all laboured for their
power will be vested in the bread then there would be
Village Panchayat rath·er than enou h food and enou h
in the State and the leisure for all..,
national capital. The Trusteeship
representatives would be Gandhiji emphasized the
elected by all adults for a principle of trusteeship in
fixed period of five years. The social and economic affairs.
elected representatives would He firmly believed that all
constitute a council called the social property should be
Panchayat. held in trust. The
Resources for Gandhian capitalists would take
Approach to managing village care not only of
affairs would be raised from themselves but also of
the villages. others. Some of their
All the conflicts and disputes surplus wealth woutd be
would be resolved within the used for the rest of the
village. society.

Self sufficiency The poor workers.

under trusteeship would
The village should be
consider the capitalists as
self-sufficient as far as its
their benefactors· and
basic needs - food
would repose faith in their
clothing and otiher
noble intentions. Gandhiji
necessities - are
felt that if such a trusteeship
concerned. The village has
were established
to import certain things
the welfare of
which it cannot produce in
the workers would
the village.
increase and the clash
Village economy should between the workers and
be planned with a view employers would be
to providing full employment avoided.
to all the adults of the Gandhiji firmly believed that
village. Each man should be land should not be owned by
guaranteed employment to any ind1ividual. Land belongs
enable him to meet his basic
to God. Hence individual
needs in the village itself so
ownership of land should be
that he is not forced to
shunned. For that a
migrate to towns.
landowner should be
Gandhiji focused on persuaded to become a
physical labour and said trustee of his land. Land
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belongs to the community and
must be used for the
welfare of the community.
The
Conclusion
Gandhiji's concept of
development is oriented to the
uplift of the common man.
Gandhian approach to rural
development strives
reconstruct village republics
which would be non-violent,
self - governed and self -
sufficient so far as the basic
necessities of village dwellers
are concerned. Apart from
creating a new socio- economic
order, it Endeavour 's
transform man; otherwise the
changes in the socio-
economic order will be short-
lived.
• i. Gandhian Model is totally
different from Western materialistic
model of development. It gives place
of primacy to moral development
and ethical view of socio- economic-
politicaldevelopment. Truth and non-
violence are advocated as the basis
of all human activities
• ii. It stands for complete
decentralization of functions and
powers with each village acting as a
self-regulating and self-sufficient
unit of development
iii. Development must
ensure food, clothing, shelter,
education and employment for all.
iv. Strong reservation about
mechanization and
industrialisation. Machines
deprive human beings of
employment and
industrializationgenerates
consumerism and
profiteering.
Industrialization must be
based upon the use of
manpower and its aim
should be to meet the
to primary basic needs of all
the people.
• v. Emphasis upon cottage
to industries, handicrafts,
agriculture and labour.
vi. Total emphasis upon social
equality, non- violence, truthful
living, social responsibilities,
dignity of labour and moral and
spiritual happiness. Development
has to be measured on the scale of
happiness and not consumerism
and profit-making.
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