DEVELOPMENT COMMUNICATION-CONCEPT AND THEORIES OF DEVELOPMENT COMMUNICATION

1. DEVELOPMENT
COMMUNCATION-CONCEPT
AND THEORIES OF
DEVELOPMENT
COMMUNICATION
BY
KAVIPRIYA J

2. Development communication are the
communication that can be used for
development
Here, in ‘development
communication’, there are two words-
‘development’ and ‘communication’

3.  It is about using communication to
change or improve something. we use
different types of messages to change
the socio-economic condition of
people.
 These messages are designed to
transform the behaviour of people or
for improving their quality of life.

4. Those who write or produce
programmes on issues related to
development are called development
communicators.
The term "Development
Communication" was first coined in
1972,Philippines.During the period of
world war II

5. Definition
 Development communication can 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.Nora C.Quebral
 A widely participatory prosses of directed
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 the people
through their gaining greater controll over

6. KEY ISSUES ABOUT DEVELOPMENT
COMMUNICATION
The main scope and functions of
development communication are not
exclusively about communicating
information and messages, but they also
involve engaging stakeholders and
assessing the situation.
Development communication initiatives
can never be successful unless proper
communication research is conducted
before deciding on the strategy.
To be effective in their work,
development communication specialists
need to have a specific and in-depth
knowledge of the theory and practical
applications of the discipline.

7. Concept
 The development is supposed said to
go in a positive direction.
 It is often devoid of value judgement.
 The develpoment is the combination
of reducing poverty,protecting the
environment and ensuring
sustainability

8. THEORIES OF DEVELOPMENT
 Modernization theory
 Dominant paradigm of development
 Dependency theory
 Basic needs model

9. Modernization Theory
 It is the theory used to summarise
modern transformation of social life.
 The theory looks at the internal factors
of the country.
 It is an evolutionary theory that
assumes with the help ”traditional”
countries can develop in the same
way as “modern” countries did.

10.  Rostow-He concentrates on the
economic side of the modernization
 He trying to show factors needed for
the country to reach the path to
modernization in his Rostowian take-
off model

11. 5 Basic stages
1.Traditional society
2.Preconditions for take-off
3.Take off
4.Drive to maturity
5.Age of high mass consumption

12. Modernization Theory And
Technology
 New technology is the major sources
of social change
 Technology will be recognized but not
to put to use for a very long time
 Technology makes it possible for a
more innovated society and broad
social change eg.cellphones
 New technology also helped people to
recover after the impact of natural
disasters.

13. Dominant paradigm of
development
 It was propounded by learner,1960
which influences and guided many
National Development Programmes.
 Aim-Rising the standard of living of
the people by alleviating poverty while
improving the economy.

14. Rogers 1976- Dominant paradigm
saw mass communication as a
powerful and direct force to diffuse
information and innovations about
development issues to the masses
This model emphasized that
1.Modernization could achieved by
increasing productivity,economic
growth and industralization.
2.Development is measured by GNP

15. 3.Causes of underdevelopment is due to
internal causes of the country,individual
and social structures
4.Change can be bought about by
attitudes,values and beliefs of the people
5.Developing countries made efforts to the
development by promoting heavy,capital
intensive industalization.
6.There should be a shift from static
agricultural,primitive,rigid society to a
dynamic,industrialized and social
mobility nation
7.Acceptance of technology and
innovations are important

16. Constraints
1.This model does not recognize the
external constraints
2.This model failed to differntiate
between the developing countries and
rich countries in terms of low
resourses requiring ,different
dvelopment handling
3.All development nations have not
been ideal nations
4.Each countries have their own needs
and therefore need their own model of

17. Dependency Theory
 Raul prebish(1950)-The economic
growth in the advanced industrialized
countries did not lead to growth in the
poor countries.
 They argued development was a
result of underdevelopment and
underdevelopment was a result of
development

18. Premises of the dependency
theory
1.The foreign penetration,technology and
information have created
underdevelopment rather than beign a
force of develpoment.
2.Poor nations provide market access to
wealthy nations
3.Wealthy nations actively perpetuate a
state of dependence by various
means.This influences may be
multifacted involving
economic,media,banking and all human
resources development

19. 4.Factors exercising constraints on
development are inequality in terms of
internatoinal trade,economic,cultural,etc
5.Wealthy nations actively counter attemps
by dependent nations to resist their
influence by means of economic
sanctations.
6.The economic and cultural dependency
on developed countries shapes the
social and economic structures of many
developing countries.
7.Consistent with these assumptions
,many dependency theorists advocate
social revolutions as an effective means
to the reduction of economic disparties in
the world system.

20. Constraints
1.It examines dependency in external
terms
2.It fails to comprehend the
complexities and variety of indigenous
culture
3.It sees people as dominators-
dominated, powerful-oppressed,
active or passive
4.Stress is on the nation and not on the
social class

21. Basic needs model
 Paul streeten-Usuall indicators of
development such as GNP and per
capita measures did not gave
adequate growth to the quality of life
of an individual.
 This model was supported by
UNESCO,World bank.
 It is a non western model because it is
concerned with the needs of the
developing countries.

22. The model emphasizes that
1.There are large sections of the countries
population who do not participate in
social, cultural, economical and political
activities of the country
2.Non participating peoples are the
marginal sections of population without
the basic services.
3.This section is without education and
does not participate in political process
4.They are not integrated in social life
5.Few people dominate the economic
scene and reap the advantages

23. 6.This model is the direct attack on
poverty both absolute and relative
7.This model endores that the
development must enhance the
welfare of the poor and satisfy
minimum needs
8.It includes the satisfaction of non
material good for quality of life once
the material needs are satisfied

24. Limitations
1.The desire to keep the third world
countries as non competitive, largely
pastoral societies, through a little better
fed, housed and educated
2.The gap between the developing and
developed world may further widen and
work aganist interest of people in the
developing countries
3.The basic needs may me met in the
authoritarian and paternalistic way and
may lead to powerless and dependency

25. Reference
 Pannu parveen,yuki azaad
tomar.2012.Communication
technolong for
development.International publising
house.New delhi.
 Cfamedia.org.in
 Dubey v.k,k.npandey and ranskekhara
pandey.2009.development
communication.International book
distributing co.Lucknow.