DEVELOPMENT

COMMUNICATION
Objectives of the Course

 On completion of this course, the student should be able to:

  define and describe the process of Development Communication
  explain the models and paradigms of Development Communication
  utilize the knowledge gained in designing social media marketing campaign on a
development issue
Unit I: [Introduction to Development
Communication]

 1. Development Communication: Definition, Meaning and Process

 2. Economic and social indicators of development:
 a. GDP/GNP
 b. Human Development Index
 c. Happiness Index
 d. Communication as an indicator: Role of ICT
 e. Human Rights as an Indicator
Definition

 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 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.
Philosophy and goal of Development
Communication

 Three main ideas which define the philosophy of development communication and make
it different from general communication are:
 Development communication is purposive communication, it is value-laden; and it is
pragmatic. In the development context, a tacit positive value is attached to what one
communicates about, which shall motivate the people for social change.
 Development communication is goal-oriented. The ultimate goal of development
communication is a higher quality of life for the people of a society by social and political
change.
 The goal of development communication is not purely in economic terms, but also in
terms of social, political, cultural, and moral values that make a person‟s life whole, and
that enable a person to attain his or her full potential. The goal of development
communication in a specific society will be influenced by the ends and values of that
society.
 Development communication has to deal with two types of audience:
 i) the communicators comprising development bureaucracy, media practitioners and
professionals, and
 ii) the people i.e. the audience who can be informed or uninformed; educated or semi-
literate or literate.
 Jamias articulated the philosophy of development communication which is anchored on
three main ideas. Their three main ideas are: purposive, value-laden, and pragmatic.
 Nora C. Quebral expanded the definition, calling it "the art and science of human
communication applied to the speedy transformation of a country and the mass of its
people from poverty to a dynamic state of economic growth that makes possible
greater social equality and the larger fulfillment of the human potential.
 Melcote and Steeves saw it as "emancipation communication", aimed at combating
injustice and oppression. The term "development communication" is sometimes used to
refer to a type of marketing and public opinion research, but that is not the topic of this
article.

 ..the art and science of human communication linked to a society's planned transformation
from a state of poverty to one dynamic socio-economic growth that makes for greater
equality and the larger unfolding of individual potentials
 In addition, the UNICEF[11] views 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 programmes and policies real, meaningful and sustainable"
 Development communication is essentially participatory, because, according to Ascroft
and Masilela (1994) "participation translates into individuals being active in development
programmes and processes; they contribute ideas, take initiative and articulate their needs
and their problems, while asserting their autonomy."
Who are development communicators? What qualities do they
possess? Nora C. Quebral gave a succinct characterization:

 They understand the process of development, the process of communication, and the
environment in which the two processes interact.
 They are knowledgeable in communication skills and techniques as well as proficient in
subject matter to be communicated.
 They have internalized the values inherent in equity and the unfolding of individual potential.
 They have firsthand knowledge of the several kinds of end-users of development
communication.
 They have a sense of commitment, the acceptance of individual responsibility for advancing
human development.
UNICEF explains:

 Communication for Development (C4D) goes beyond providing information. It involves

understanding people, their beliefs and values, the social and cultural norms that shape
their lives. It includes engaging communities and listening to adults and children as they
identify problems, propose solutions and act upon them. Communication for development
is seen 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
World Bank defines Development
Communication

 "as an interdisciplinary field, is based on empirical research that helps to build consensus
while it facilitates the sharing of knowledge to achieve a positive change in the
development initiative. It is not only about effective dissemination of information but also
about using empirical research and two-way communications among stakeholders".
(Development Communication division, the World Bank)
History

 The practice of development communication began in the 1940s, but widespread

application came about after World War II.
 The advent of communication sciences in the 1950s included recognition of the field as an
academic discipline, led by Daniel Lerner, Wilbur Schramm and Everett Rogers.
 Both Childers and Quebral stressed that DC includes all means of communication,
ranging from mass media from people to people.
 Organized development communication in India began with rural radio broadcasts in
the 1940s. Broadcasts adopted indigenous languages to reach larger audiences
 The radio played an important role in reaching the masses because literacy was low.
 Educational institutions – especially agricultural universities, through their extension
networks – and international organizations under the United Nations umbrella
experimented with development communication.
GDP vs. GNP: An Overview

 Gross domestic product (GDP) is the value of a nation's finished domestic goods and
services during a specific time period.
 A related but different metric, the gross national product (GNP), is the value of all
finished goods and services owned by a country's residents over a period of time.
 Both GDP and GNP are two of the most commonly used measures of a country's
economy, both of which represent the total market value of all goods and services
produced over a defined period.

 There are differences between how each one defines the scope of the economy.
 While GDP limits its interpretation of the economy to the geographical borders of the
country,
 GNP extends it to include the net overseas economic activities performed by its
nationals.
 Gross domestic product (GDP) and gross national product (GNP) are both widely used
measures of a country's aggregate economic output.
 GDP measures the value of goods and services produced within a country's borders, by
citizens and non-citizens alike.
 GNP measures the value of goods and services produced by only a country's citizens but
both domestically and abroad.
 GDP is the most commonly used by global economies. The United States abandoned the
use of GNP in 1991, adopting GDP as its measure to compare itself with other economies.
Economic and social indicators of
development:
GDP/GNP
 The economy of India is characterized as a middle income developing market economy.
 It is the world's sixth-largest economy by nominal GDP and the third-largest by
purchasing power parity (PPP).
 According to the International Monetary Fund (IMF), on a per capita income basis, India
ranked 145th by GDP (nominal) and 122th by GDP (PPP).
 Since the start of the 21st century, annual average GDP growth has been 6% to 7%
India Gross National Product (GNP) was reported
at 2,635.407 USD bn in Dec 2020.

2,708.77 in
GDP-
2020
Human Development Index (HDI)

 The Human Development Index (HDI) is a statistic composite index of

 life expectancy,
 education (mean years of schooling completed and expected years of schooling upon entering the
education system), and
 per capita income indicators, which are used to rank countries into four tiers of human development.
 A country scores a higher HDI when the lifespan is higher, the education level is higher, and the
gross national income GNI (PPP) per capita is higher.
 It was developed by Pakistani economist Mahbub ul Haq and was further used to measure a
country's development by the United Nations Development Programme (UNDP)'s Human
Development Report Office.
What does this indicator tell us?

 The HDI is a summary measure of human development.

How is it defined?

 The HDI is a summary composite measure of a country's average achievements in three

basic aspects of human development: health, knowledge and standard of living. It is a
measure of a country's average achievements in three dimensions of human development:
 a long and healthy life, as measured by life expectancy at birth;
 knowledge, as measured by mean years of schooling and expected years of schooling; and
 a decent standard of living, as measured by GNI per capita in PPP terms in US$.
 The HDI sets a minimum and a maximum for each dimension, called "goalposts", then
shows where each country stands in relation to these goalposts. This is expressed as a
value between 0 and 1. The higher a country's human development, the higher its HDI
value.
 Source of data

 United Nations Development Programme (UNDP). Human development data

(http://hdr.undp.org/en/data/).
What are the 3 major indicators of HDI?

 The HDI considers three indicators of human development, namely, life expectancy,
education, and per capita income. Pakistani economist Mahbub ul Haq developed the
Human Development Index in 1990.
What are the consequences and implications?

 The HDI is used to capture the attention of policy-makers, the media and
nongovernmental organizations, and to change the focus from the usual economic
statistics to human outcomes. It was created to re-emphasize that people and their
capabilities should be the ultimate criteria for assessing the development of a country, not
economic growth.
 The HDI is also used to question national policy choices and to determine how two
countries with the same level of income per person can have widely different human
development outcomes. For example, two countries may have similar incomes per person,
but have drastically differing life expectancy and literacy levels, such that one of the
countries has a much higher HDI than the other. These contrasts stimulate debate on
government policies concerning health and education to determine why what can be
achieved in one country is beyond the reach of the other.

 The HDI is also used to highlight differences within countries, between provinces or
states, and across genders, ethnicities and other socioeconomic groupings. Highlighting
internal disparities along these lines has raised the national debate in many countries.
 The 2010 Human Development Report introduced an Inequality-adjusted Human
Development Index (IHDI). While the simple HDI remains useful, it stated that "the IHDI
is the actual level of human development (accounting for inequality), while the HDI can
be viewed as an index of 'potential' human development (or the maximum level of HDI)
that could be achieved if there were no inequality
 The index is based on the human development approach, developed by Mahbub ul Haq,
anchored in Amartya Sen's work on human capabilities, often framed in terms of
whether people are able to "be" and "do" desirable things in life.
 Examples include – being: well fed, sheltered, healthy; doing: work, education, voting,
participating in community life. The freedom of choice is central – someone choosing to
be hungry (as during a religious fast) is quite different from someone who is hungry
because they cannot afford to buy food, or because the country is in a famine.
What is meant by human development index?
 The HDI is a summary composite measure of a country's average achievements in
three basic aspects of human development: health, knowledge and standard of living. ...
a long and healthy life, as measured by life expectancy at birth; knowledge, as measured
by mean years of schooling and expected years of schooling; and.
What is the HDI rank of India in 2020?

 India dropped one spot to 131 among 189 countries in the 2020 human development
index, according to a report released by the United Nations Development Programme
(UNDP). Human Development Index is the measure of a nation's health, education, and
standards of living.
 Life expectancy of Indians at birth in 2019 was 69.7 years while Bangladesh has a life
expectancy of 72.6 years and Pakistan 67.3 years, the 2020 Human Development Report
said.
 India, Bhutan (129), Bangladesh (133), Nepal (142), and Pakistan (154) were ranked
among countries with medium human development, the report said.
 India's HDI value for 2019 is 0.645 which put it in the medium human development
category. India has been positioned at 131 out of 189 countries and territories, according
to the report. India had ranked 130 in 2018 in the index.

According to the report published by the United Nations Development Programme on

Tuesday, India's gross national income per capita fell to USD 6,681 in 2019 from USD
6,829 in 2018 on purchasing power parity (PPP) basis.
 In India different responses in parent behaviour, as well as some disinvestment in girls'
health and education, have led to higher malnutrition among girls than among boys as a
consequence of shocks likely linked to climate change," the report said.
5  Ireland 0.885 0.955 7.3  0.066

4  Finland 0.888 0.938 5.3  0.040

3   Switzerland 0.889 0.955 6.9  0.015

2  Iceland 0.894 0.949 5.8  0.055

1  Norway 0.899 0.957 6.1  0.021

11  Australia 0.867 0.944 8.2  0.011

10  Germany 0.869 0.947 8.2  0.016

9  Slovenia 0.875 0.917 4.6  0.047

8  Netherlands 0.878 0.944 7.0  0.036

7  Sweden 0.882 0.945 6.7  0.033

6  Denmark 0.883 0.940 6.1  0.025

 Hong Kong 0.824 0.949 13.2 NA

 Luxembourg 0.826 0.916 9.8  0.009

 Estonia 0.829 0.882 7.1  0.051

 Japan 0.843 0.919 8.3  0.053[a]

 Canada 0.848 0.929 8.7  0.025

 United Kingdom 0.856 0.932 8.2  0.032

 Austria 0.857 0.922 7.0  0.021

 New Zealand 0.859 0.931 7.7 NA

 Belgium 0.859 0.931 7.7  0.026

 Czech Republic 0.860 0.900 4.4  0.042

World Happiness Report

 The World Happiness Report is a publication of the United Nations Sustainable

Development Solutions Network. It contains articles and rankings of national happiness,
based on respondent ratings of their own lives, which the report also correlates with
various (quality of) life factors. As of March 2021, Finland had been ranked the happiest
country in the world four times in a row.
 The Happiness Index is a comprehensive survey instrument that assesses happiness,
well- being, and aspects of sustainability and resilience. ... This instrument can be used
to measure satisfaction with life and the conditions of life.
Which is the saddest country in the world?

 People in war-torn Afghanistan are the most unhappy with their lives, followed by

Zimbabwe (148), Rwanda (147), Botswana (146) and Lesotho (145). The happiness study
ranks the countries of the world on the basis of questions from the Gallup World Poll.
 Finland, Iceland are the most happy nations, while Afghanistan and Zimbabwe are on the
bottom of the list
 India has been ranked 139 out of 149 countries in the list of UN World Happiness Report
2021, which was released on Friday. Finland topped the list.
 The World Happiness Report 2021, issued by the UN Sustainable Development Solutions
Network, focuses on the effects of Covid-19 and how people all over the world have
fared. It ranks the world’s 149 countries on “how happy their citizens perceive themselves
to be”.
 Our aim was two-fold, first to focus on the effects of Covid-19 on the structure and
quality of people’s lives, and second to describe and evaluate how governments all over
the world have dealt with the pandemic. In particular, we try to explain why some
countries have done so much better than others,” it said in a statement.
 It said that India is on the 139th spot in the list. In 2019, India was ranked 140th.
 “There have been both in-person and telephone samples for India, with the in-person
responses being lower than telephone responses, while significantly higher than in-person
responses in 2019. Hence the reversal in 2020 of the longer term slide in Indian life
evaluations was not attributable to mode effects,” it said.
 Finland has been ranked as the happiest country in the world. The Nordic nation is
followed by Iceland, Denmark, Switzerland, The Netherlands, Sweden, Germany and
Norway.
 Pakistan is on 105th, Bangladesh on 101st and China on 84th, according to the report.
People in war-torn Afghanistan are the most unhappy with their lives, followed by
Zimbabwe (148), Rwanda (147), Botswana (146) and Lesotho (145). The United States
ranks at 19th place for happiness, despite being one of the richest countries in the world.
 The happiness study ranks the countries of the world on the basis of questions from the
Gallup World Poll. The results are then correlated with other factors, including GDP and
social security.
Why is Finland so happy?

 One other major reason why Finland is such a happy place to live is the free, relaxed
way of life. Compared to a lot of the Western world, Finland is more laid-back and more
at peace with itself. Finnish culture is also very warm and focuses on co-operation, rather
than competition.
 Why Norway is so happy?
 Norway just like every Nordic country offers high levels of social supports. Access to
social services is free and equal to everyone, regardless of their income. They provide
free health care and free education generously. For that, they spend 12% more than the
average GDP.
Why is India ranked low in happiness index?

 According to her, the country's chronic unhappiness is a result of many factors: rapid

urbanization and congestion in cities, concerns about food security and water safety,
rising costs of health care, women's safety, and environmental pollution, which itself is
linked to poor mental wellbeing.
 ince it began slipping from 111th, its recent high in 2013. Which begs the question: why
are Indians so unhappy?
 “Despite our country’s economic progress, India is constantly going downwards in
the happiness index. … This indicates a lack of holistic approach towards development,” 
 o adopt the ‘triple-bottom line’ accounting framework, which focuses on social,
environmental/ecological, and financial development, in order to improve citizens’
happiness.
 “The quest [for] happiness is closely tied to the quest for sustainable development which
is a combination of social inclusion and environmental sustainability. … A narrow-vision
focus on economic development may have given us a better GDP and increase in per
capita income — but moved our focus from environmental sustainability, social welfare,
emotional and mental wellbeing of our people.
 India’s neighbors — Pakistan, Bangladesh, and China — rank 105th, 101st, and 84th,
respectively.
The role of information and communication
technologies in socioeconomic development:

 Information and communication technologies (ICT) play a significant role in all aspects
of modern society. ICT have changed the way in which we communicate with each other,
how we find needed information, work, conduct business, interact with government
agencies, and how we manage our social lives. As ICT affect everyday lives, they also
impact the macroeconomic growth, which in turn further affects society by enabling
infrastructure and standard of living improvements.
 Although the concept of ‘socioeconomic development' is widely applied in research and
in practice, its meaning may not always be clear. The word ‘development' implies
progress or advance, and may be defined as the overall activity in a society,
consciously or subconsciously undertaken, aimed at improvements in that society
(Stec, Filip, Grzebyk, & Pierscieniak, 2014). The qualifier ‘socioeconomic,' itself a
combination of two words, relates to social factors, like education, and profession, as
well as economic factors, like income and resources.
 Thus socioeconomic development can be defined as a process of changes or
improvements in social and economic conditions as they relate to an individual, an
organization, or society as a whole (Roztocki & Weistroffer, 2016).
How are human rights related to development?

 1. The right to development is an inalienable human right by virtue of which every

human person and all peoples are entitled to participate in, contribute to, and enjoy
economic, social, cultural and political development, in which all human rights and
fundamental freedoms can be fully realized.
What are human rights indicators?

 In the context of this work, a human rights indicator is defined as specific information on
the state or condition of an object, event, activity or outcome that can be related to
human rights norms and standards; that addresses and reflects human rights principles
and concerns; and that can be used to assess.
Social Indicators of Development

The main social indicators of development include

education,
health,
employment and
unemployment rates
and gender equality,
and this post introduces students to the specific indicators which
institutions
such as the World Bank and United Nations use to measure how
‘developed’ a country is,
and the main indices which are used to compare the levels of
development of different countries.
Indicators Used to Measure Education and
Development

 The World Bank uses the following eight core indicators to measure how developed a

country is in terms of education:
 The net enrolment rate for pre-primary
 The net enrolment rate for primary*
 The net enrolment rate for secondary education
 The gross enrolment ratio for tertiary (further) education.
 Gender parity for primary education (using the gross enrolment ratio)**
 primary completion rate for both sexes.
 The total number of primary aged children who are out of school.
 Government expenditure on education as a percentage of GDP.
 What is the importance of development indicators?
 Most importantly, indicators can help to simplify a complex array of information
concerning the health, environment and development nexus. In this respect, they are
important for informing the public and decision-makers about key health and
environmental problems, and actions required for their management.
Information and communications technology

 Information and communications technology (ICT) is an extensional term for information

technology (IT) that stresses the role of unified communications and the integration of
telecommunications (telephone lines and wireless signals) and computers as per IFGICT,
as well as necessary enterprise software, middleware, storage and audiovisual, that enable
users to access, store, transmit, understand and manipulate information as per the
international federation of ICT.
ICT Development Index

 The Information and Communication Technologies (ICT) Development Index ranks and
compares the level of ICT use and access across the various countries around the world.
 In 2014 ITU (International Telecommunications Union) released the latest rankings of the
IDI, with Denmark attaining the top spot, followed by South Korea.
 The top 30 countries in the rankings include most high-income countries where the
quality of life is higher than average, which includes countries from Europe and other
regions such as "Australia, Bahrain, Canada, Japan, Macao (China), New Zealand,
Singapore, and the United States; almost all countries surveyed improved their IDI
ranking this year."
Importance of the Role of ICT for
Development

 All of us would agree that living in a modern society without ICT is unimaginable. Think
about how many times and how often we are using the internet, mobile phones,
computers, and blackberries. The technologies that enable this have been integrated in
every aspect of our business activities and daily lives.
What is communication according to ICT?

 The transmission of data from one computer to another, or from one device to another. A
communications device, therefore, is any machine that assists data transmission. For
example, modems, cables, and ports are all communications devices.
What is the role of ICT in economic
development?

 ICT enables economic growth by broadening the reach of technologies such as high-

speed Internet, mobile broadband, and computing; expanding these technolo- gies
itself creates growth, and the fact that technologies make it easier for people to interact
and make workers more productive creates additional benefits.
 What is the role and importance of ICT?
 Image result for role of ict in development
 Importance of ICT

 ICT permeates all aspects of life, providing newer, better, and quicker ways for people to
interact, network, seek help, gain access to information, and learn. Besides its presence
everywhere, Information and Communication Technology has an immense economic
significance.
What are the 3 components of ICT?

 The three central elements of a computer are data processing, the storage of

information, and communication. All of these elements can be implemented by
transistors and logic gates.