Materi ini disampaikan pada MK Community Development | Program Studi Komunikasi | Universitas Aisyiyah Yogyakarta

1. KOMUNIKASI PEMBANGUNAN
MK Community Development

2. What is Development Communication??
• Development Communication is the study of social change brought about by
the application of communication research, theory, and technologies to bring
about development....
• Development is a widely participatory process of social change in a society,
intended to bring about both social and material advancement, including
greater equality, freedom, and other valued qualities for the majority of
people through their gaining greater control over their environment (Everett
Rogers, 1976)

3. What is Development Communication??
• Communication for development is a social process, designed to seek a
common understanding among all the participants of a development
initiative, creating a basis for concerted action (UN FAO, 1984).
• Development communication involves : (1) creating mechanisms to broaden
public access to information on reforms; (2) strengthening clients’ ability to
listen to their constituencies and negotiate with stakeholders; (3)
empowering grassroots organizations to achieve a more participatory
process; and (4) undertaking communication activities that are grounded in
research (World Bank, 2006)

4. Pembangunan:
(peningkatan kesejahteraan dan
perbaikan kualitas hidup setiap
individu)
Kesejehteraan (prosperity) vs
Kemakmuran (wealthy) ??
Komunikasi
(pengiriman informasi antar
individu dan atau kelompok
individu secara personal maupun
melalui media)
• Development communication
• Komunikasi pendukung pembangunan
(development support communication):
(pemanfaatan komunikasi secara sistematis dalam
perencanaan dan pelaksanaan pembangunan)

5. Development Communication
(Source: The World Bank, 2013)
 World Bank (2013) notes that Development communication is the integration of
strategic communication in development projects.
 Strategic communication is a powerful tool that can improve the chances of success
of development projects.
 It strives for behavior change not just information dissemination, education, or
awareness-raising.
 While the latter are necessary ingredients of communication, they are not sufficient
for getting people to change long-established practices or behaviors.

6. PENDEKATAN DALAM PEMBANGUNAN
Inisiatif Pemerintah
(State/Government)
Top Down (TD)
Inisiatif Masyarakat
(Public) : Bottom Up
Modernisasi
(Focus Output)
Participatory
(Focus Process)
Equal Initiatif