Development

Communication
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.
 Case Study:
National Education Mission
 National Literacy Mission
● National Literacy Mission (NLM) was set up by the government of India on 5th May 1988
● Its aim was to eradicate illiteracy in the country by imparting functional literacy to non-literates.
● Thus, National Literacy Mission (NLM) was established not only to make everybody just self reliant in -
reading, writing and arithmetic but also to make them aware of the development issues affecting the
society.

● It was a time bound programme to make 100 million people between the age group 15-35 fully literate.

● The National Literacy Mission (NLM) has two flagship programmes- Total literacy programmes and
Post literacy Programme through which it gives shape to its aims.

● With the revitalization of National Literacy Mission Programme on 30th September 1999, both the
campaigns have come under one single project: 'Literacy Campaigns an Operation Restoration'.Here,
media was used as a tool to spread awareness .
Now to accomplish this it was important to make people aware about programme, therefore
media played a very important role to spread the word -
Outcome
● The Literacy mission campaign showed that a combination of using mass media
along with local media (folk performances etc.) proved itself to be a very effective
strategy especially in a rural environment .

● The campaign was successful .

● Electronic media played a role to influence the urban population who volunteered
for local media and helped the rural population to understand the campaign.
Thank You!
Group Members-
Vidushi
Madhu
Sunidhi