DEVELOPMENT COMMUNICATION process and empower them to actively participate in shaping their own Advantage of capitalism

development agenda. High level of production

Development communication consists of two word such a development and
communication. Communication means to disseminate information and
development means change for betterment in terms of social and economic
improvement. Development communication refers to communication that can be
used for the development of social and economical change for the improvement of
society. Development communication is the process of exchanging information idea
knowledge and message aimed to promote social and economic progress in
communities. It involves the use of various communication tools and strategy to
felicitate bringing the positive change in the community in order to improve the
qualities of life Of people. According to Nora Quebral (1975). “It is in science and
arts of human communication applied to Speedy transformation of a country from
poverty to dynamic state of economics growth and make possible greater economic
and social equality and larger fulfillment of human potential” (Point for box)
Development Communication
• Tools that can be used for development • Bring social and economical change for
betterment • Enable people to behaviour • Transform society along poverty to
dynamic growth • Enhance the quality of life of people • Bring social equality •
Generate employment opportunity
Development communication concern with rural problems but it also alive in
urban area according to Wilbur Schramm (1994) He was the first scientist to
recognise that communication could play an important role in national
development of third world countries. He believed that mass media could bettered
the life of people by providing the information resources and involving people for
the learning opportunity.
Objective of development communication (make box)
Development communication focus on using communication strategy and process
to felicitate social economical and political development in the societies and
communities there are various objectives of development communication.
Information dissemination: To provide incurred and relevant information to
individual and community about development issue, policy and opportunity.
Behavioural change: This is the most important objective of development
communication is behavioural change it influence and promote positive change
in attitude behaviour and practises among individual and community to support
communicals goals.
Participation and empowerment: Development communication allow people to
participate with the social problem and engage people in decision making
It leads to bureaucracy.
NEO- LIBERALISM
Liberalism is originally originated from classical liberalism which focus on
individual freedom and free market concept to which was started since 19th
century. Later on classic liberalism has been received on kept on evolved and
Converted Into positive liberalism Which emphasise the individual freedom and
social welfare but government got opportunity to regulate and control the
economy system in the name of social welfare and social service.
Due to state interference in social and economic activities it brought several
drawback and barriers to the economical growth.Due to interference of state
result in economic stage in a sun less productivity industrial sickness and
corruption.
It was prohibited great opportunity to economist or thinker to receive the positive
liberalism. The Neo Liberalism Concept was given by Professor Hayek, Milton,
Fredman and Nozick in 1970s it was the time to introduce neoliberalism policy to
the whole world in the 1970 these policies are called neo liberalism.
These policies are ideology emphasise the value of pre market competition it is also
associated with leisser fair Which means minimum interference of state in
economic system these policies are model allow private sector to regulate their
economic activities rather than public sector.
It supports the pretty marketing competition and it is the update version of
positive liberalism and classic liberalism.
Social mobilisation: It is another main objective of development communication
is to mobilise various communities and stakeholders to collaborate and develop
initiative for steering collective action which leads to the healthy development of
communities.
To encourage people: To adopt innovation it is the main objective of
development communication is to encourage people to adopt latest technology
and develop their lifestyle it is responsible for improving the standard of living
of people in the societies.
Advocacy: it advocates for policy programmes and resource that promote
equitable and sustainable development.
Capacity building: Development communication enhance the communication
skill and capacity of individual organisation and community to actively
participatory in the development process.
To Facilitated social and economical change: The main purpose of development
communication is to facilitate social and economical change through providing
latest information to the individual, organisation and communities.
To respect community: Development communication promote respect and
incorporate the cultural contest of the target group in communication strategy
to ensure the quality life of people.
Importance of development communication (make box) • Empowerment of
society • Social and economical upliftment • Social mobilisation • Information
dissemination • Providing opportunity • Respect for other culture • Behavioural
change • Advocacy CAPITALIST MODEL:
• The capitalist model of development consists of such economic system which
allow high freedom to the private sectors in order to invest money and get
maximum profits
• In another words in capitalist economic system all the businesses are regulated
by private sectors.
• Father of capitalist model is “Adam Smith” • Example usa, japan germany
Features of capitalist model
It allows free trade to private sector
It increases market competition
Price is determined by demand and supply
It encourages profit, objective/moto of the business
Private properties has been increased
This policy model believe that the regulated marketing delivery efficiently growth
and prosperity.
Neo liberalism policy leads to the various policies such as globalisation
privatisation and liberalisation these ideology has been accepted by various
countries or nation.
Neo liberalism (make box) Free market capitalism, upgraded version of positive
liberalism, regulate market delivery efficiently, minimum interference of
government, leads to LPG, started in 19th century.
Characteristics of neoliberalism
There are following features of neoliberalism which are as follow 1It allow free
market economy and market liberalisation 2. It supports minimum interference of
states 3. It leads to removal of trade barriers 4. It supports open market
competition 5. It figures the privatisation globalisation and liberalisation 6. It
emphasise on entrepreneurship and replacement of citizen as consumer.
Advantages or merits:
It promotes the economic growth of the world by encouraging free trade and
competition.
Neoliberalism emphasises on minimum interference of government which leads
to innovation and entrepreneurship as individual and businessmen have more
freedom to operate.
It provides lots of options to consumer and they get high quality product at low
cost.
Get high level of products at low cost
Maximum chance of growth and prosperity
Disadvantages of capitalism
Creates gap between rich and poor
Leads to monopoly
It increases inequality of income and wealth
It creates unemployment in the society
It might create the chance of exploitation of human , unfair and unethical
practices of resources
SOCIALISM
• The socialist model of development consist of such type of economic system
where means production trade or business are controlled by government
• Production and price are controlled by government.
• There will be guarantee of welfare & equality among the members in the
society.
• Father of socialism “KARL MARX”. example RUSSIA, SWEDEN
Features
• Encourages social ownership and social welfare . • Creates equal
opportunity of income generation for people.
• The main purpose of socialism in economic system approach is to
minimize the gap between rich and poor.
Advantages
It enables industry to utilize the resources in effective and efficient manner.
It avoids monopoly.
It avoids the business fluctuation.
Demerits
Reduces consumers freedom.
There would be fixed occupation.
It creates chances of corruption and exploitation of common people.
Neoliberalism policy promotes globalisation which can increase access to
international market boost trade potentially benefiting both developed and
developing country.
It advocates individual freedom and Liberty. it allows people to make their
choice about their economic activities and lifestyle.
Demerits of neoliberalism:
It destroy the domestic frims and increase in equality of income which create
big gap between rich and poor in the society.
Private organisation avoid the social safety or security concern of individual.
It increases global financial crisis due to market failure and unplanned
utilisation of resources.
The deregulation and economic growth sometime mitigate the environment
consideration such as practises of unsustainable product which leads to
ecological damage.
Neo liberalism expolite the resources of developing nation. It
creates monopoly.
ALTERNATIVE THEORY
Alternative theory of development In 1980. Before this theory between 1950 to
1960 Modernization theory where exist after that 1960- 1970 dependency theory
where in used.
 Alternative theory was given by many expert in 1980s this theory focus on
human development social development economic and environmental
development.
These alternative theories emphasize different goals, method and result of
development.
The purpose of alternative theory is to develop human in terms of quality of
life, standard of living of human and improve the environmental sustainability.
It refers to individuals basic needs such as food, thrust, cloth and shelter should
be fulfilled.
This theory believes on social justice, exclusive growth, environmental
sustainability, equal wealth distribution, human value and human esteem.
Alternative theory of development fulfills the basic needs of people and bright
focus on marginalized communities and mainstream gender.
Importance of alternative approach of development .
There are following importance of alternative theory of development which are as
follow:
It emphasise inclusive growth and environmental sustainability, social and
economic development as well.
It focus on human value and fulfil the basic needs of individual.
It addresses the social and environmental issues like poverty human rights
gender equality and ecological preservation.
This theory promote the use of alternative indicator of development such as
HDI and to provide more comprehensive view of well being or human value.
Enable people to adopt change and help in strategy making.
This theory believed to encourage people to gain knowledge and improve the
conditions of marginalised communities.
It supports social justice and advocates for global cooperation and fair trade
practices to support the development of under developed nations.
SITE:-SATELLITE INSTRUCTIONAL TELEVISION EXPERIMENT
Site was pioneering experiment conducted in India from 1975 to 1976. The
purpose of this programme is to improve the rural primary education and
providing agricultural information inform people about the health issues and so
on. Site was launched in 1975 as collaboration between India and USA , using
NASA’s ATS6 satellite. The primary objective was to broadcast educational
content to remote area and underserve area of India It was a one year project to
telecast special development programme through the satellite communication with
the help of ISRO and NASA. These programme covered 6 states that is Andhra
Pradesh , Bihar, Odisha , Madhya Pradesh Karnataka Rajasthan.
Objectives of site (make box) To encourage
primary and rural education
To provide training to student as well as student To provide
agricultural information to the farmers To improve the health and
hygiene . Provide information about food and nutrition.
To make farmer aware about the irrigation
Significance of site
It has several significance of site are as follow
Allows people to involve in economic and cultural process
Empower people
Attempt to alleviate poverty
Its bottom up participation
Ensure local people have full control over the project
Bring favorable change in their lives
Importance of participatory theory (make box)
Empowerment: Participative approach allow people to participate in decision
making and giving them advice in shaping their own development it enhances
ownership and responsibility.
Local knowledge: It recognise valuable local knowledge and practise of
community member which is very crucial for the social development it provides
vision to solve futuristic solution of their problem.
Social cohesion: Promote social cohesion and cooperation among the
community member as we work together towards achieve common goal this can
have positive impact on community development.
Transparency and accountability: Participative approach encourages
transparency in decision making and resource allocation reducing the chances of
corruption and ensuring impolised accountable either they perform task
effectively.
Conflict resolution: Participative approach can be used as a fool to establish
harmonious relations among the people through resolving the conflict it provides
1 Rural education- site played a crucial role in extending educational
opportunities for rural and remote regions in India, where access to qualify
education was limited. It helped to bridge the educational device by providing
access to highly qualify instructional content/ 2 Innovative pedagogy – The
experiment introduced the innovative teaching style and multimedia content, to
make student comprehend. It includes tele conferencing, which allows students to
intract with instructor and experts, making learning more engaging. 3 Language
diversity- India is a linguistic diverse country and site broadcasted content in
multiple language across the country. 4 Technological Advancement – site was the
technological milestone, demonstrating the potential of satellite communication
for educational purpose. 5 Inspiration for future programmes- The success of site
inspired other countries to explore. Similar initiative for education programmes,
healthcare and move using satellite technology.
KHEDA COMMUNICATION PROJECT (KCP) was a field laboratory that
aimed at the development and local communication in Kheda district of
Gujarat. The project was started in 1975 by the Development and Educational
Communication Unit (DECU) of the Space Application Centre (SAC) of the
Indian Space Research Organisation (ISRO).
The main objective of the KCP was to use communication technology to improve
the quality of life of the people in Kheda district. The project focused on three
main areas:
• Education: The KCP used communication technology to improve access to
education in Kheda district. The project created educational programs for
radio, television, and print media. It also provided training to teachers and
community leaders on how to use communication technology in education.
• Health: The KCP used communication technology to improve health care in
Kheda district. The project created health education programs for radio,
television, and print media. It also provided training to health workers on how
to use communication technology in health care.
• Agriculture: The KCP used communication technology to improve agricultural
productivity in Kheda district. The project created agricultural extension
programs for radio, television, and print media. It also provided training to
farmers on how to use communication technology in agriculture.
The KCP was a successful project that had a significant impact on the lives of the
people in Kheda district. The project helped to improve access to education,
health care, and agricultural information. It also helped to raise awareness of
important social issues such as malnutrition, family planning, and environmental
conservation.
Some of the specific achievements of the KCP include:
The project helped to increase school enrollment rates in Kheda district.
The project helped to reduce the incidence of malnutrition in Kheda district.
The project helped to increase agricultural productivity in Kheda district. The
project helped to raise awareness of important social issues in Kheda district.
The KCP was a pioneering project that demonstrated the potential of
communication technology to improve the lives of people in rural areas. The
project's success has led to the development of similar projects in other parts of
India and the world.
platform for dialogue and participation can help address disputes and
applicable reconciliation.
Cultural sensitivity: participative approach ensured that development
initiatives respect and incorporate local culture traditions and believes.
Sustainability: Engaging local communities and poster in sense of long term
commitment and aware people about the involvement and protect the
environment and encourage eco friendly production of project. Effective
communication: It improved communication process by involving local
people and stakeholders it allows each age of communication idea and give
practises to make the strategy for development of local people so that effective
communication establish harmonious relationship among the government and
stakeholder
BOTTOM UP AND DIALOGUE COMMUNICATION
Bottom up communication is the approach of communication which starts from
lower to higher in Hierarchy. it involves information idea feedback being shared
from sub ordinate to superior management. this concept believe that promoting
communication between local people and speaker. this approach allows people to
understood other perspective and promote two way communication. this approach
allows opportunity to audience to ask appropriate questions. In the Dialogue
Communication Participants engage in meaningful and exchange of ideas opinion
and information it emphasises active listening and collaborative approach to
communication promoting constructive dialogue between two people both form of
communication is important in different aspect and organisations With bottom up
communication helping to convey the grassroots level prospective and dialogue
JHABUA DEVELOPMENT COMMUNICATION PROJECT (JDCP)
The JDCP was another innovative experiment in development comm. Similar to
the Site experiment and the Kheda Comm. JHABUA is a district of Madhya
Pradesh it is a tribal area and agriculture is the primary income source of the
district the education rate of JHABUA is 40 to 50% right now. JDCP was started
in mid 1990s it has aim to educate tribal population of using the satellite
communication project.
It aimed at addressing the needs of the predominately tribal population with high
illiteracy rates.
The project broadcasted development-oriented programs in local language every
morning. Conducted training for village teachers, anganwadi workers, panchayat
members etc to enhance their skills and knowledge.
Purpose of JDCP: there are several purposes of JDCP which are as follows
Education and awareness: the project focus on to Educate travel community
through providing information about the agriculture health issues sanitation by
disseminating information effectively it helps to improve the knowledge and
understanding of virtue aspects of development.
Empowerment: it empowered communities by involving Dame into decision
making process encouraging participation and giving them a voice in their own
development.
cultural sensitivity: It recognised and respect local culture tradition and
language ensuring that communication strategy are culturally sensitive and
relevant to community.
Behavioral change: it aims to bring about positive behavioral change by
disseminating information on health issues education agriculture and key areas
leading to improved living condition of tribes.
Sustainable development: By engaging communities in the development process
java communication help to ensure that project are sustainable and match with
actual local people’s need.
Feedback mechanism: It established feedback mechanism enabling constant
interaction between development agencies and community fostering continuous
improvement and adaptation of programmes.
Communities ownership: this programme was successful with the help of local
teacher, Aganwari worker, Hand machine and local panchayat landlord. JDCP
was started by development educational communication unit, NGO, state
government and JHABUA administration.
PARTICIPATORY THEORY
Participatory approach concerns with people’s participation in development
communication. These approach believe that development or progress is to be
achieved, it can’t be imposed from outside and it must be based on people’s
participation on grassroots levels. It emphasised that inclusive development can’t
be achieved without involvement of local communities. The failure of best
development effort due to the lack of people’s participation.
According to UN development programmes participation means that people are
closely involved in economic social cultural and political progress that have
potential to bring favourable change in their life.
(Point for box)
It concerned with peoples participation
Encourage people to participate decision material
Communication encourage or forstering meaningful interaction and problem
solving.
*BOTTOM-UP COMMUNICATION:*
Bottom-up communication refers to the flow of information from lower levels of an
organization's hierarchy to higher levels. In this process, employees or team
members share feedback, ideas, and information with their managers or leaders. It
is crucial for fostering a sense of inclusivity, allowing those on the front lines to
contribute insights and perspectives. Bottom-up communication can improve
decision-making, as it ensures that those with direct experience and expertise are
heard.
*DIALOGUE COMMUNICATION PROCESS:*
Dialogue communication involves an open exchange of ideas, opinions, and
information between individuals or groups. Unlike one-way communication,
dialogue is interactive and encourages active listening and responding. It fosters
understanding, builds relationships, and promotes collaboration. In a dialogue,
participants share thoughts, ask questions, and consider multiple perspectives,
contributing to a richer and more comprehensive exchange.
*Importance:*
*Inclusivity and Engagement:* Both bottom-up communication and dialogue
processes ensure that diverse voices are heard, promoting a culture of inclusivity
and engagement within an organization.
*Decision-Making:* Bottom-up communication provides valuable insights from
the front lines, contributing to more informed and effective decisionmaking.
 Dialogue processes encourage collaborative decision-making by incorporating
diverse perspectives.
*Innovation:* Open dialogue fosters an environment where creativity and
innovation can flourish. It allows for the free flow of ideas and encourages
employees to contribute to problem-solving and innovation.
*Employee Morale and Satisfaction:* When employees feel their voices are
valued, it positively impacts morale and job satisfaction. This, in turn, can
enhance overall productivity and organizational success.
*Conflict Resolution:* Dialogue communication is a key component of effective
conflict resolution. It allows parties to express concerns, understand each other's
perspectives, and work together towards mutually beneficial solutions.
*Adaptability:* Both processes contribute to organizational adaptability by
ensuring that information flows freely, enabling quick responses to changes in
the internal or external environment.
In summary, bottom-up communication and dialogue processes are essential for
creating a dynamic and responsive organizational culture, where communication
is not just a top-down directive but a collaborative and inclusive exchange of ideas.
MDG AND SDG are both acronyms related to international development goals.
Here's a breakdown of each:
MDGS: MILLENNIUM DEVELOPMENT GOALS (2000-2015)
Objectives: The MDGs were eight global goals set by the United Nations in 2000 to
achieve by 2015. These goals focused on eradicating poverty, hunger, disease, and
illiteracy, promoting gender equality and environmental sustainability, and
improving maternal and child health.
MDG where at International Development goals which is set by United Nations in
2000. They were aim at addressing various global challenges And inspiring the
living condition of people around the developing nation. the mdg targeted such as
poverty education gender equality child mortality maternal health and
environmental sustainability. the goal where intented to be achive by 2015. There
are various goals set by United Nation with the view to develop developing
countries which are as follows There are mainly 8 millenium development goals
which are given below: To eradicate poverty and hunger, Achieve universal
primary education, Promote gender Equality and empower women, Reduce child
mortality, improve maternal health, compact HIV (AIDS, malaria and other
diseases) ,Ensure environmental Sustainability, develop global partnership.
Achievements: Significant progress was made towards several MDGs, including
reducing extreme poverty by half, improving access to safe drinking water and
sanitation, and lowering child mortality rates. However, challenges remained in
achieving some goals, particularly in areas like maternal health and environmental
sustainability.
Legacy: The MDGs served as a framework for global development efforts and
inspired the SDGs.
Importance of Millennium Sustainable Goals
1.It focus on global perspectives through forsting and collective effort to solve the
global issue and improve the standard of living of developing countries. 2. It
facilitate accountability and evolution of progress and local national and
ROLES OF MEDIA IN DEVELOPMENT
The media plays a crucial role in various aspects of development, acting as a
powerful tool for:
1. Information Dissemination: Spreading the Word: Media platforms like radio,
television, newspapers, and online media can reach vast audiences and share
critical information about development programs, policies, and best practices.
This empowers individuals to make informed decisions about their lives and
communities. Bridging the Gap : Media can bridge the gap between
policymakers and the public, ensuring transparency and accountability in
development processes.
2. Advocacy and Awareness Raising: Shining a Light: Media can bring attention to
critical development challenges like poverty, inequality, climate change, and
human rights violations. This raises public awareness and mobilizes support for
advocacy campaigns and social change movements. Giving Voice to the
Voiceless: Media can give voice to marginalized communities often excluded
from mainstream discourse, amplifying their needs and perspectives on
development issues.
3. Behavioral Change: Promoting Positive Habits: Media campaigns can promote
positive behaviors like sanitation practices, vaccination, and family planning,
leading to improved health outcomes and overall development gains.
Challenging Harmful Norms: Media can challenge harmful social norms and
stereotypes, promoting gender equality, environmental awareness, and other
positive societal values.
4. Empowerment and Participation:
Enabling Participation: Community radio, participatory media projects, and social
media platforms can empower individuals and communities to participate in
development planning and decision-making processes.
International. 3. The MDG recognise various challenges and promoting holistic
approach to address economy social and environmental issues simultaneously. 4.
To reduce poverty promote education and gender equality. 5. The MDG encourage
collaboration among the government international community and civil society
Fostering partnership to achieve common goals. 6. MDG inspires for sustainable
development goals and it influence the Establishment of SDG.
SDGS: SUSTAINABLE DEVELOPMENT GOALS (2015-PRESENT)
Objectives: The SDGs are a set of 17 ambitious goals adopted by the UN in 2015 to
address the economic, social, and environmental challenges facing the planet.
These goals aim to end poverty and hunger, achieve universal education and
healthcare, combat climate change, and promote sustainable development for all.
SUSTAINABLE DEVELOPMENT GOALS (SDG)
SDG was formulated on September 2015. But it was came into force since 2016. It
is also known as global goals and it is comprehensive and wide goals which made
by United Nations and implement by UNDP United Nations Development
Programme. SDG goal is aimed to eliminate poverty, protect planet and ensure the
people enjoy the peace and prosperity by 2030. Purpose of SDG goal TO Eradicate
poverty, To develop peace, To preserve limited natural resource for future
generation, To protect the environment, To ensure economic growth, To reduce
rural property, To enable inclusive and efficient Agriculture and food system. To
encourage fostestary, fishries productive and sustainable product, To reduce food
insecurity and health issue.
There are 17 SDG goals which are given below No poverty, Zero Hunger, Good
health and well being, Gender equality, To ensure clear water and sanitations,
affordable and clean energy, decent work and economical growth, industry
innovation and infrastructure, reduce inequalities, sustainable cities and
communities, responsible consumptions and production, climate action, life below
water, life on land,peace justice and strong institutions, partnership for the goal,
Each goal has a specific target and indicators to measure progress towards
achieving the goal the SDG are designing to be universal applied to all countries at
the same level.
Focus: The SDGs are broader and more comprehensive than the MDGs,
addressing a wider range of issues and emphasizing the interconnectedness of
these challenges. They also place greater emphasis on sustainability and leaving no
one behind.
Implementation: Achieving the SDGs requires a global commitment and
partnership between governments, businesses, civil society organizations, and
individuals. Each country is responsible for developing its own national
implementation plans to achieve the goals.
Key Differences:
Number of goals: MDGs have 8 goals, while SDGs have 17.
Scope: MDGs focus on poverty, hunger, disease, and education, while SDGs are
broader and address economic, social, and environmental challenges.
Sustainability: MDGs emphasized reducing poverty and achieving specific targets
by 2015, while SDGs focus on long-term sustainability and leaving no one behind.
Fostering Collaboration: Media can facilitate dialogue and exchange of knowledge
between different stakeholders, fostering collaboration and collective action
towards sustainable development.
5.Challenges and the Way Forward: Media Bias and Misinformation: Media
ownership and control can influence the framing of development issues, potentially
leading to biased reporting and the spread of misinformation.
Limited Access and Reach: Not everyone has equal access to media platforms,
particularly in marginalized communities, potentially perpetuating existing
inequalities.
THEORY OF MODERNIZATION BY DANIEL LERNER
Daniel Lerner (1970-1980) development theory:- He was born in USA New York.
he was the author of passing of traditional society modernising the Middle East in
1958. This theory is also known as theory of modernization he conduct the survey
on Middle East country such as Egypt Syria Jordan Lebanon Turkey. It provide
the 1st comprehensive statement of the role of mass communication in the process
of modernisation for the post colonial country.
This theory is focus on transformation of society of poor countries into
development countries. Western country through the adopting technologies
political structure monitoring value and adopting the system of mass
communication like poor country transformers into development country through
adopting technology of mass communication.
Daniel Lerner wanted to increase urbanisation which leads to growth of mass
media the result in the greater participation of public in economic activities and
policies.
Daniel Lerner explained that mass communication played a key role in helping the
traditional society to become modern country. Moreover Learner believes that
radio television Magazine play an important role in the process of modernization.
Overall, both MDGs and SDGs represent ambitious global agendas for
development. While the MDGs laid the foundation, the SDGs aim to build on their
successes and address the complex challenges of the 21st century.
ROLE OF CIVIL SOCIETY AND GOVERNMENT IN DEVELOPMENT
COMMUNICATION
Both civil society and government play crucial roles in development
communication, each with distinct strengths and contributions:
Civil Society:
Advocacy and awareness raising: Civil society organizations (CSOs) can act as
watchdogs, holding governments accountable and raising awareness of critical
development issues like poverty, environmental degradation, and human rights. They
can effectively reach marginalized groups and communities often missed by official
channels.
Community engagement and mobilization: CSOs can build trust and engage directly
with local communities, fostering participation in development planning and decision-
making. They can utilize diverse communication methods like community radio, theater,
and traditional storytelling to reach audiences in culturally relevant ways.
Knowledge sharing and capacity building: CSOs can act as knowledge hubs, sharing
best practices and innovative solutions with communities and other stakeholders. They
can build the skills and capacities of local communities to manage their own
development initiatives.
Monitoring and evaluation: CSOs can monitor the implementation of development
programs and policies, identifying gaps and advocating for course correction. This can
ensure that development initiatives are effective and meet the needs of the communities
they aim to serve.
Government:
Policy development and implementation: Governments hold the authority to develop
and implement policies that address development challenges. They can set the overall
direction for development communication and allocate resources accordingly.
Regulation and infrastructure development: Governments can establish regulatory
frameworks for media and communication, ensuring access to information and fostering
a vibrant media landscape. They can also invest in infrastructure like internet
connectivity and communication technologies to bridge the digital divide.
Partnerships and collaboration: Governments can create partnerships with CSOs,
private sector actors, and international organizations to leverage diverse expertise and
resources in development communication. This collaborative approach can lead to more
inclusive and effective communication strategies.
Transparency and accountability: Governments can utilize development
communication to be more transparent about their policies, programs, and budgets.
This can increase public trust and accountability, leading to better development
outcomes.
By working together, civil society and government can create a powerful force for
positive change and ensure that development communication contributes to
achieving a more just and sustainable future for all.It's important to note that the
specific roles of each will vary depending on the context, political landscape, and
development priorities of each country or region. However, understanding the
strengths and contributions of both civil society and government is crucial for
designing and implementing effective development communication strategies.
Theory of modernization (Point for box:) This
theory is proposed by Daniel Lerner
He was from USA, ex military officer in IB
Conduct survey on 6 Middle East country like Iran Syria Lebanon Jordan
Turkey Egypt
He wrote a book passing of traditional society in 1958
Given this theory during the post colonial era in 1958
This will focus on transformation of Society of poor country into development
country through the mass communication and adopting technology.
Daniel Lerner explain the term of Empathy which means to imagine about the
development on developed people.
Daniel Lerner Classify Middle East country into three categories 1. traditional
2. Transitional 3 .modern.
Daniel Lerner believe that mass communication is responsible for
modernisation of traditional society and various tools of media of Western
countries like magazine newspaper tb enable transitional traditional country to
adopting in modernization.
WILBUR SCHRAM’S MODEL OF COMMUNICATION
Wilbur Schramm was an American scientist who wrote the book Mass media and
National Development in 1954.it was widely accepted and appreciated.
His model was based on Schramm and Weber osgoods models of communication.
Wilbur Schramm and osgood’s model (made like cycle) ENCODER (interpreter)
Message ( feedback ) decoder
(interpreter) Message ENCODER
Wilbur Schramm Made a circular model of communication to show the
importance of mass media are responsible for social and economical change of
Society for development. He suggested that important of encoder and decoder.
Wilbur believe that communication couldn’t be successful until the decoder
interprets correctly or sender in code correctly. He focused on two way
communications and it depends on encoding and decoding in effective
communication. He showed that the importance of successful communication
through the circular model of communication. this model was represented classic
approach of model of communication.
Like marketing company using STP where S means segmentation T means
targeting P means positioning.
Elements of Wilbur Schramm’s model of communication
Message: It is the data or information send by sender to receiver
Sender: One who send message each sender
Encoder: The encoder is a person who communicate the message in terms of
idea and information
Decoder: Decoder is the person who convert message into the understandable or
knowledge able to the people
Interpreter: One who interpret the words and analysis of message. the
message is received by the receiver after the interpretation but sometime
wrong interpretation spoil the effective communication.
Receiver: receiver is the person who gets the message decodes and interpreted
the actual message.
Channel: channel is a platform which transfer the message through various
medium
Feedback: Feedback is the process of acknowledging or received message by the
receivers.
Noise: it is the interference or interruption or barrier during the communication
between two people.
Importance of Wilbur Schramm’s Model of communication
There are following importance of Wilbur Schramm’s model of communication
It provides the circular model
It focuses on two way communication
He introduced the concept of feedback which emphasises the
importance of receiver
It is the classic approach to show the importance of encoder and
decoder
Wilbur Schramm’s emphasise the field of experience between the two
parties and he believed that individual bring their unique background
experience and perspective
He acknowledges the role of noise which disturb the message
transmission
Advantages and disadvantages
Advantages: 1.Level of experience 2.circular model 3.feedback noise Maintain 4.
dynamic in nature 5.interactive in nature Disadvantages: 1. Complex model
(multiple levels) 2. level of experience is not always change3. Absence of cultural
aspect 5.limited focus on technology
THE THEORY OF DIFFUSION OF INNOVATION COINED BY EVERETT
ROGERS IN 1962.
After the Daniel Lerner, Everett Rogers Has started to support development theory
through given their own theory that is diffusion of innovation.
He was a well known professor or researcher adviser former editor for newspaper
and reporter as well. He wrote the book and the name of book was diffusion of
innovation.
He explained that the theory of diffusion define the specific meaning or new idea or
innovation spread out across the population and social system. Something new is
different in various society. Rogers Said optional collective and administrative
decisions play a vital role in this process. Where as optional means: Individual’s
attitude to accept new technology called optional social system. Collective means in
groups behaviours to adopt the process of diffusion of innovation.
Administrative means authorities and government guideline to adopt the process of
diffusion. Entire process is done with the help of channel of mass communication.
Everett Rogers emphasised the four responsible point for the diffusion of
innovation in the society which leads the development of social system which are as
follows:- (Make as box)
1.Length of time
2. New idea
3.Diffusion of new idea
4. social system
Length of time: Length of time is also responsible for diffusion of innovation for
example in a technology comes in waste earlier and it takes 3-4 decades to come
in East.
New idea or innovation: rogers said diffusion of innovation depends on the
attitude of people to adopt new ideas and the society who accept the new idea
can smoothly grows faster than other one.
*Advantages of Capitalism:*
Diffusion of new idea or Information spread out: Apart from attitude of
individual mass communication also play important role in diffusion of new 1. *Economic Efficiency:* Capitalism encourages competition, leading to
ideas by disseminating information. efficient production and allocation of resources to meet consumer demands.
2. *Innovation and Technological Progress:* The profit motive in capitalism
Social system: Social system is also responsible for fusion up innovations
drives innovation as businesses seek to develop new products and technologies to
attitude to accept New technology. It includes optional collective and
gain a competitive edge. 3. *Consumer Choice:* Capitalism provides
administrative decision to developed or innovate the new idea in technology.
consumers with a wide range of choices, fostering variety and meeting diverse
Various steps involved in diffusion of innovation:- (make box) Knowledge: It is preferences. 4. *Individual Freedom:* Capitalism emphasizes individual
the main steps of diffusion of innovation rogers believe that a knowledgeable economic freedom, allowing individuals to pursue their own economic interests
people can adopt new technology and go for change so that knowledge is essential and entrepreneurship. 5. *Wealth Creation:* Capitalism has the potential to
generate wealth and economic growth, lifting living standards over time.
for spreading of new technology and help individual to sharing interest about the
innovations. *Disadvantages of Capitalism:*
Persuasion: (Gathering information) an individual showing more interest in the 1. *Income Inequality:* Capitalism can result in significant income and
new innovation and he starts searching detail information about new innovation. wealth disparities, as those with more resources have greater opportunities for
Decision making: The process of changing one best alternative among the success. 2. *Exploitation:* Critics argue that capitalism can lead to the
various alternatives but here Rogers define individuals has an option either exploitation of workers, with some individuals earning disproportionately low
adopt new technology or not. He believes that new innovation and idea wages. 3. *Environmental Impact:* Pursuit of profit may lead to
disseminate to the society and population which brings the social and economical environmental degradation as companies prioritize short-term gains over long-
change towards the development of society diffusion is the process by which term sustainability. 4. *Market Failures:* Capitalist economies may
innovation is communicated through certain channel mass media individuals experience market failures, where the free market does not allocate resources
efficiently, leading to issues such as monopolies or externalities. 5. *Social
over the time across the population of society. Innovation- channel, individuals,
Stratification:* Capitalism may contribute to social divisions, creating class
communication -social system, population time.
distinctions that can lead to social tensions. 6. *Short-Term Focus:* The
Implementation: It is the second last step of diffusion of innovation after making emphasis on quarterly profits in capitalism can result in a short-term focus,
decision individual identities the dependence on innovations or new technology.
neglecting long-term societal or environmental concerns.
Confirmation: It is the last step where individual confirms or finalise their
decision with full potential.
DEPENDENCE THEORY
The dependency theory of development is an economic and social theory that
suggest the economics well being of less developed country are often hindered by
their dependent relationship with more developed country. The theory are used as
colonialism, historically and globally economic system have created a situation for
underdeveloped countries being expolited. It explained that the development
theory was one sided and mass communication mislead the underdevelopment
countries through the destructive programme. Dependency theory blamed to
development theory for unfair practises and excess exploitation of resources from
the poor countries and cheated with undeveloped nation in the name of
development. However both the theory are reliable then experts where making
alternative modes of this theory which is called alternative theory of development.
TOPICS COVERED
UNIT1: development comm, capitalist, socialist, neo liberalism, alternative
UNIT5: SITE, jhabua kheda
UNIT4: participatory, bottoms up and dialogue
UNIT3: SDG & MDG roles of civil & govt, role of media
UNIT2: Daniel lerner, Everett rogers, Wilbur, dependency
Objective of development communication
1.it is purposive in nature, 2. it deals with sensible and viable things,3. it is
practical in nature 4.it is goal oriented in nature 5.To provide information
and knowledge to empower people 6. It improves the quality of life 7. It
provides platform to create awareness about Technologies to utilise the
resources for benefits of mankind 8. development communication is to identify
the need of individual 9. It provide support for presentation of culture 10.
development communication is fostering the positing attitude 11. it generates
employment through a strengthening the economic growth of country
The importance of development communication lies in its ability to:
1. *Raise Awareness:* It helps raise awareness about social issues, fostering
understanding and empathy among the public. 2. *Facilitate Participation:*
Development communication encourages community engagement and
participation in development initiatives, ensuring that diverse perspectives are
considered. 3. *Empowerment:* By providing information, development
communication empowers individuals and communities to make informed
decisions about their well-being and development. 4. *Social Mobilization:* It
plays a crucial role in mobilizing communities to take collective action towards
common goals, such as improving healthcare or education. 5. *Policy
Influence:* Effective communication can influence policymakers, leading to the
formulation of better policies that address the needs of the population. 6.
*Capacity Building:* It contributes to the capacity building of communities by
providing them with the necessary knowledge and skills for sustainable
development.