Q.1: Describe the term development.

Elaborate the relationship between development and

communication in the context of Development Support Communication (DSC).

Ans: Definition:

“Development is a process to increase ability of people

and other organizations to mange sustainable
environment, good condition living, and what are
needed.”

“Development refers to measures of economic growth, social welfare and the level
of modernization within a society, culture, nation or region, as measured against a
chosen standard, usually a western model.”

“The systematic use of scientific and technical

knowledge to meet specific objectives and
requirements.”
“

“The process of economical and social

transformation that is based on complex cultural
and environmental factors and their
interactions.”

Development:
Development is a process that creates growth, progress, positive change or the
addition of physical, economic, environmental, social and demographic components. The
word ‘development’ is widely used to refer to a specified state of advancement or growth. It could
also be used to describe a new and advanced idea or product; or an event that constitutes a new
stage under changing circumstances.Development economics is a branch of economics that
focuses on improving fiscal, economic, and social conditions in developing countries.
Development economics considers factors such as health, education, working conditions,
domestic and international policies, and market conditions with a focus on improving
conditions in the world's poorest countries.

Relationship between Development & Communication:

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.

Development communication refers to the use of communication to facilitate social

development. Development communication engages stakeholders and policy makers,
establishes conducive environments, assesses risks and opportunities and promotes
information exchange to create positive social change via sustainable development.
Development communication techniques include information dissemination and education,
behavior change, social marketing, social mobilization, media advocacy, communication for
social change, and community participation.
Development programmes can only realise their full potential if knowledge and technology
are shared effectively, and if populations are motivated and committed to achieve success.
Unless people themselves are the driving force of their own development, no amount of
investment or provision of technology and inputs will bring about any lasting improvements
in their living standards.

Communication is central to this task in many ways. For example, it enables planners, when
identifying and formulating development programmes, to consult with people in order to
take into account their needs, attitudes and traditional knowledge. Only with
communication will the project beneficiaries become the principal actors to make
development programmes successful. Helping people at all levels to communicate
empowers them to recognise important issues and find common grounds for action, and
builds a sense of identity and participation in order to implement their decisions.
Communication approaches are also invaluable for improved coordination and teamwork to
manage development programmes, and to gain institutional support.

We live in a communication age, and the full impact of communication on development is

just starting to be seen. Based on the experience of FAO and other agencies, communication
for development has reached the stage where it can have a noticeable and rewarding effect
on many development programmes.
Development and communication is characterized by conceptual flexibility and diversity of
communication techniques used to address the problem. Some approaches in the “tool kit”
of the field include: information dissemination and education, behavior change, social
marketing, social mobilization, media advocacy, communication for social change, and
participatory development communication

Development and Communication is recognizing the power of communication as a catalyst

for social development. It is also the utilization of existent communication tools and
applicable theories for result-driven strategies for the advancement of society.
Development and Communication can also be defined as purposive communication
intended for a specific target audience that allows for the translation of information into
action resulting in a higher quality of life. Development communication is the process of
eliciting positive change (social, political, economic, moral, environmental, etc) through an
effective exchange of pertinent information in order to induce people to action.

Role of Development Support Communication (DSC):

The term can be described as development planning and implementation in which adequate
action is taken of human behavioral factors in the design of development project and their
objectivities. It addresses development planning and the plan of operation for
implementation. It (DSC) stands for linking all agencies involved in the planned development
works such as political executives, political planners, development administrators, subject
specialists, field workers, opinion leaders, media representatives, researchers and the
beneficiaries who continue the final delivery points and the consumers of the information.
The route of communication envisaged is not only vertical as flowing from upper level to
bottom or bottom.
Development Support Communication makes use of all available structures and means of
information sharing. Therefore it is not limited to mass media alone. It also uses both formal
group and non-formal channels of communication, such as women’s and youth associations,
as well as places where people gather.... markets, churches, festivals, and meetings. But its
contribution is in using these in a systemic, continuous, co-ordinated and planned manner,
to perform linkage and enabling functions. It requires analysis of the communication
environment, of the available and needed communication competencies and resources
(hardware, software, financial and human), and clearly indicates expected results from
specific resource inputs, so as to maintain accountability.

The practice of Development Support Communication, DSC, is a multi-sectoral process of

information sharing about development agendas and planned actions. It links planners,
beneficiaries and implementers of development action, including the donor community. It
obligates planners and implementers to provide clear, explicit and intelligible data and
information about their goals and roles in development, and explicitly provides
opportunities for beneficiaries to participate in shaping development outcomes. It ensures
that the donor community is kept constantly aware of the achievements and constraints of
development efforts in the field.

In short, DSC is a legitimate function of development planning and implementation. DSC

therefore needs to be examined as a valuable «technology» for using the social
communication process to foster and strengthen sustainable development at local and
national levels. It should be taken more seriously in programs of social change, and should
be reflected explicitly in development policy and strategy. One way of doing so is through
the enunciation of a national information and communication policy, which can be explicitly
integrated into national development thinking and practice.

Q.2: How Development Communication (DC) is different from Development Support

Communication (DSC)? Explain with examples.

Ans: Development communication is using communication (any sorts) to bring

change/revolution in the society or social status. Where as Development Support
Communication is practice where the communication happens between beneficiors,
investors, stakeholders and implementors.

Development is primarily the activation of a country's human and material resources in

order to increase the production of goods and services, thereby leading to the general
progress and welfare of its people.The role of communication in socio-economic and
cultural development at national and international levels has been recognised over the
past two decades. The key role of development communication is to help people change
their behaviour.
The goals of development communication are:

To determine the needs of the people and give credibility to the expression of those
needs. To provide the citizen sufficient access to the communication system to serve as
effective feedback to the government concerning its development goals and plans.

To provide horizontal and vertical communication linkages at all levels of society;

communication channels through which people at all levels of society and in all regions
and localities have the capability to communicate with one another to accomplish the
coordination necessary for both resource re-development and human development.
To provide local community support for cultural preservation. The preservation of culture
through events and entertainment on national radio or TV is not sufficient to preserve
that culture which includes the activities of local people in their local communities. Local
media and local support mechanisms are required in addition to the encouragement
implicity in national recognition.

 To raise people's awareness of development projects and opportunities.

 To help foster attitudes that contribute to development and motivation.
 To provide relevant information.
 To support economic development through industrial linkage.
 To provide support for specific development projects and social services including
health care, agricultural or vocational skills training and family planning projects.

Development support Communication or DCS as it called is a form of communication

that stimulates development in society by encouraging local inhabitants to pursue
different development projects. Practitioner of this field act like catalysts. Development
support communication engages stakeholders and policy makers, establishes conducive
environments, assesses risks and opportunities and promotes information exchange to
create positive social change via sustainable development.
Its techniques include information dissemination and education, behavior change, social
marketing, social mobilization, media advocacy, communication for social change, and
community participation. Using all forms of communication for the development (of a
particular area or community) is Development Support Communication. It is widely used
in rural areas as they need diverse explanation.
Development communication has been alternatively defined as a type of marketing and
public opinion research that is used specifically to develop effective communication or as
the use of communication to promote social development.

Development support communication is the term that can be described as development

planning and implementation in which adequate action is taken of human behavioral
factors in the design of development project and their objectivities.
Development communication, a special focus of this article, often refers to a linear
process of information exchange, resulting in knowledge acquisition or persuasion
toward some objective related to development. This term too has been actively
contested, especially with the changing interpretations of development. Today, many
emphasize communication as a process of shared meaning that takes place in a cultural,
political-economic, and geographical context, and is inseparable from that context.

Q.3: Explain different sources of changes in the context of DSC.

Ans: Sources of Changes:

The term „Social Change‟ is used to indicate the changes that take place in
human interactions and interrelations. Any change that alters basically the established form of social
relationships, thus transforming in some measure, the social structure, is social change. It includes
alterations in the structure and functions of the society.

Communication for Social Change is defined as 'a process of public and private dialogue
through which people define who they are, what they want, what they need and how they
can act collectively to meet those needs and improve their lives. It supports processes of
community-based decision making and collective action to make communities more
effective and it builds more empowering communication environments'

Perhaps the three most powerful sources of social change today are ideas, technology, and
institutions. Expressed in more philosophical terms, we could say sources of social change
are ideological, material, and structural. In earlier times, a more simple polarity of
understanding claimed that meaning (ideas) arose out of belonging or that belonging arose
out of meaningful ideas. In either case, ideas and belonging were understood to be the
sources of social change.

In earlier centuries, social change was generally regarded as negative. Social order and
stability were deemed to be normal, necessary, and not negotiable. Social change was
discouraged, negated, put down, or at least limited by established authorities such as kings,
religious institutions, tradition, and entrenched powers. The sources of social change were
held in check by force and threat of death. Human need and desire, the sources of social
change were suppressed.

The cultural forces of the Renaissance, the religious reformation, and the enlightenment era
unleashed powerful new sources of social change, challenged unilateral established power,
and opened the floodgates for eventual social change. What gradually arose were multiple
and competing elites that gained power through new ideas, new technology, and new forms
of associational belonging. Sources of social change were multiplied.
Today, sources of social change are related not only to the power of wealth, ownership of
property, and inherited social position. Now sources of social change include other forms of
power such as elective political office, the control of information, organizational skill, media
networks, use of innovative technology, and highly organized collaborative people power.
1. Physical Environment:
Certain geographic changes sometimes produce great social change. Climate, storms, social
erosion, earthquakes, floods, droughts etc., definitely affect social life and induce social
change. Human life is closely bound up with the geographical conditions of the earth.
Human history is full of examples that flourishing civilizations fell prey to natural calamities.
The distribution of population over various regions, the variations in the population
densities, the agricultural production, flora and fauna, the joys and hardships—all indicate a
change when a change in the physical environment occurs.
2. Demographic (biological) Factor:
Broadly speaking, demography is concerned with the size and structure of human
population. The social structure of a society is closely related with the changes in the size,
composition and distribution of population. The population of every society is always
changing both in numbers as well as in composition. Population changes have occurred all
through human history because of migration, war, pestilence, changing mores etc. In
modern times, adoption of two artificial ways to population growth, viz., birth control and
abortion are also affecting the number and composition of population structure.
3. Cultural Factor:
It is an established fact that there is an intimate connection between our beliefs and social
institutions, our values and social relationships. Values, beliefs, ideas, institutions are the
basic elements of a culture. Certainly, all cultural changes involve social change.

Social and the cultural aspects are closely interwoven. Thus, any change in the culture
(ideas, values, beliefs etc.) brings a corresponding change in the whole social order. Social
institutions cannot live on life shells within which life is extinct.
4. Ideational Factor:
Among the cultural factors affecting social change in modern times, the development of
science and secularisation of thought have contributed a lot to the development of the
critical and innovative character of the modern outlook. We no longer follow many customs
or habits merely because they have the age-old authority of tradition. On the contrary, our
ways of life have increasingly become on the basis of rationality.
5. Economic Factor:
Of economic influences, the most far-reaching is the impact of industrialisation. It has
revolutionised the whole way of life, institutions, organisations and community life. In
traditional production systems, levels of production were fairly static since they were geared
to habitual, customary needs. Modern industrial capitalism promotes the constant revision
of the technology of production, a process into which science is increasingly drawn.
6. Political Factor:
The type of political leadership and individuals in power also influences the rate and
direction of social change. In many societies the political leadership controls the economy
also. Scientific-technological and non-technological change are also dependent on political
development which indirectly affects social change.

Conclusion:
Development is a function of human awareness, aspirations, attitudes and values. Like all
human creative processes, it is a process of self-conception. As the writer, artist, composer,
political visionary and businessman conceive of unrealized possibilities and pour forth their
creative energies to give expression to them, the social collective evolves a conception of
what it wants to become and by expressing its creative energies through myriad forms of
activity seeks to transform its conception into social reality.
his concept of social development holds very important implications for the future of
humanity and the prospects for progress in the next century. It suggests that there are no
inherent limits either to the speed or to the extent of the development process, other than
those imposed by the limitations of our thought, knowledge, and aspirations. If we change
our view, the character of this process can be transformed from the slow, trial and error
subconscious process we have known in the past to a swift, sure leaping progress from
height to greater height.

Q.4: What are different obstacles to change? How we can reduce resistance to change?
Ans: Obstacles to change and methods of reducing resistance to change:
It is normal to
experience resistance whenever there is change. Understanding that there will be resistance
to change will help you anticipate resistance, identify its sources and reasons, and modify
our efforts to manage the issues of change to ensure the success of our change efforts.
Resistance is actually healthy. Try not to react against it defensively. It is good for you
because it makes we check our assumptions and it forces we to clarify what we are doing.
We must always probe the objections to find the real reason for resistance. Many times, it
comes down to personal fear.
1) INDIVIDUAL CHANGE RESISTANCE
Most people don’t enjoy change. The status quo tends to be more convenient and
comfortable, so our resistance to a new process, strategy or organizational structure (no
matter how logical or promising) is almost inevitable. Part of our human nature involves us
being very sensitive to certain kinds of perceived threats in our social environment, which
by extension includes our workplace.
2) LACK OF COMMUNICATION
At its core, successful organizational change is really a successful communication exercise.
In fact, one study found that the single biggest reason for organizational failure to
successfully implement any kind of change is “clear and frequent communication.” When
combined with your team’s natural resistance for change outlined above, this barrier makes
sense. In fact, every single one of the 10 reasons for individual change resistance can least
be partially mitigated through intentional and proactive communication.
2) LACK OF COMMUNICATION
At its core, successful organizational change is really a successful communication exercise.
In fact, one study found that the single biggest reason for organizational failure to
successfully implement any kind of change is “clear and frequent communication.” When
combined with our team’s natural resistance for change outlined above, this barrier makes
sense. In fact, every single one of the 10 reasons for individual change resistance can least
be partially mitigated through intentional and proactive communication.
4) LACK OF CONSISTENCY
We all experience it, and we can all become frustrated by it. Cognitive dissonance describes
what happens when your ideas, beliefs, or behaviors contradict each other. If the gap
between the perceived benefits of the change and the real work it will take to accomplish
change is too long or too great, progress stalls and problems can arise.

5) CULTURAL BARRIERS
As soon as a project involves or affects multiple people from diverse groups, cultural
barriers can emerge. For example, if your organization is geographically dispersed, it is likely
that people working in different regions will disagree not only on the impact of the change
itself, but also regarding the “right” way to go about implementing it. Overcoming cultural
barriers to change management requires an in-depth understanding of who all the
stakeholders in a change process are and what they care most about.

Ways to reduce resistance to change:

1. Involve interested parties in the planning of change by asking them for suggestions and
incorporating their ideas.

2. Clearly define the need for the change by communicating the strategic decision personally
and in written form.

3. Address the “people needs” of those involved. Disrupt only what needs to be changed.

4. Involve interested parties in the planning of change by asking them for suggestions and
incorporating their ideas.

5. Clearly define the need for the change by communicating the strategic decision personally

6. Involve interested parties in the planning of change by asking them for suggestions and
incorporating their ideas.

7. Clearly define the need for the change by communicating the strategic decision personally
and in written form.

8. Address the “people needs” of those involved. Disrupt only what needs to be changed.
Help people retain friendships, comfortable settings and group norms wherever possible.

9. Design flexibility into change by phasing it in wherever possible. This will allow people to
complete current efforts and assimilate new behaviors along the way. Allow employees to
redefine their roles during the course of implementing change.

10. Be open and honest

Q.5: Explain salient features of alternative of development.

Ans: Alternative Development:
Alternative development is an approach aimed at reducing the vulnerabilities that lead to
involvement in illicit crop cultivation and ultimately eliminating such cultivation. Alternative
development can break the vicious cycle of rising illicit drug production, weakening rule of
law, decreasing growth of the licit economy, decreasing invest-ment in licit sectors,
strengthening organized crime and increasing violence by effectively promoting factors
foster-ing a sustainable licit economy. In the long run, this can attract investment and help
to develop the necessary infra-structure, thereby changing and sustaining the livelihood of
rural communities.

Since inception DA is dedicated to systemic transformation. It started by analysing the changes that
were needed in the existing societal and economic order to ensure that the wellbeing of the
marginalised and the health of the environment is maintained and regenerated, for long into the
future. For decades, the term “Alternative Developement” in international drug policies has been
widely understood as an instrument of drug supply control, the results of which have mostly been
measured in terms of the reduction in drug crop cultivation. However, in many areas such results
were only of short duration or were neutralised by the displacement of crops and the migration of
farmers. AlternativesDevelopment ,the world's first social enterprise dedicated to sustainable
development, is a research and action organisation striving to deliver socially equitable,
environmentally sound and economically scalable development outcomes. Our green technology
innovations for habitat, water, energy and waste management, which deliver basic needs and
generate sustainable livelihoods, have reduced poverty and rejuvenated natural ecosystems.

For many years, the United Nations (UN) and many of its member states affected by drug
crop cultivation have propagated the concept of Alternative Development (AD). It has been
implemented within the context of development cooperation by countries affected by
major consumption of drugs of organic origin and other drug-related problems such as
conflict and violence. The AD approach is based on the assumption that a lack of
development perspectives is often the root cause of drug cultivation. Accordingly, AD
projects aim to support farmers cultivating drug crops such as coca and opium poppy in
establishing alternative options of agricultural production to secure their livelihood (Berg
2003). The first experiences gained in the 1970s and 1980s with projects that narrowly
focussed on substituting drug crops for other products were predominantly negative.
Therefore, the AD concept was gradually widened and comprehensive approaches were
developed in order to contribute to sustainable conversion of drug crop cultivating areas.
he aim of the German approach to Alternative Development is to reduce the dependence of
small-scale farming families on drug crop cultivation in the long term and to improve their
living conditions. The assumption is that they no longer depend on the illegal drug economy
if they have sustainable economic and legal alternatives to illicit cultivation. Successful
examples of Alternative Development from Asia and Latin America show that the economic
development of the affected regions goes hand in hand with the reduction of illegal
cultivation. In contrast to short-term measures of crop destruction, the Alternative
Development approach is sustainable.
In recent years, international drug policy discourse reveals an increasing acceptance of the
alleged need to integrate Alternative Development concepts into a comprehensive "three-
pronged strategy of eradication, interdiction and alternative development." At the UNGASS,
the marriage of eradication and Alternative Development was maintained throughout the
preparations and the final documents. The Political Declaration calls for strong support for
alternative development, but also for an emphasis on "the need for eradication
programmes and law enforcement measures to counter illicit cultivation." Moreover, it
welcomes a global approach to the elimination of illicit crops and commits member states to
working closely with the United Nations International Drug Control Programme (UNDCP) "to
develop strategies with a view to eliminating or significantly reducing the illicit cultivation of
the coca bush, the cannabis plant and the opium poppy by 2008."

The different approaches to AD are evident in a corresponding range of terminology. While various
UN member states still refer to Alternative Development, some governments, international
organisations and NGOs now prefer to speak of “alternative livelihoods” or “sustainable livelihoods”.
Nonetheless, due to the pervasiveness of the term AD, many states – including Germany2 – continue
to use it when referring to rural development projects in drug producing areas.