This document discusses approaches to development communication including social marketing, social mobilization, and information, education and communication. It defines communication and describes the communication process. Various communication theories are outlined including social categories theory, two-step flow theory, balance theory, cognitive dissonance theory, reinforcement theory, credibility theory, and gatekeeper concept. The role of a development communicator in motivating audiences to join development efforts is also mentioned.

1. COMMUNICATING
DEVELOPMENT

2. DEVELOPMENT
- CHANGE
- GROWTH
- IMPROVEMENT

3. APPROACHES
TO
DEVELOPMENT

4. SOCIAL
MARKETING
SOCIAL
MOBILIZATION
DEVELOPMENT
COMMUNI-
CATION
INFORMATION,
EDUCATION,
COMMUNICATION

5. - THE PROCESS OF USING
PEOPLE’S PARTICIPATION
WITH THE POLICY APPROVAL
OF PERTINENT LEADERS TO
ACHIEVE DESIRED SOCIAL,
POLITICAL AND OR
ECONOMIC ENDS
SOCIAL MOBILIZATION

6. SOCIAL MARKETING
- Social change management
technology aimed at increasing the
acceptability in one or more groups of a
social idea or practice

7. INFORMATION,
EDUCATION,
COMMUNICATION

8. DEFINITION OF COMMUNICATION
 COMES FROM THE LATIN WORD
COMMUNIS, WHICH MEANS
COMMON OR ONE

9. HUMAN BEINGS RELATE TO ONE
ANOTHER THROUGH THE USE OF
ONE OF THE WAYS BY WHICH
CODES AND SYMBOLS

10. PURPOSE
TO SUCCEED IN HAVING A
MESSAGE, AN IDEA, A CONCEPT
TRANSMITTED. IT CAN THEN BE
ACCEPTED TO REJECTED

11. KINDS
= ONE WAY
= TWO WAY
= THREE-WAY

12. THE COMMUNICATION
PROCESS
S C ERM
FEEDBACK
Lasswell Model

13. SENDER
WHO

14. MESSAGE
SAYS WHAT
CODE
CONTENT
STYLE

15. CHANNEL
= MAKES THE MESSAGE SEEN,
HEARD, TOUCHED, SMELT OR FELT

16. RECEIVER

17. EFFECT
CHANGE IN THE BEHAVIOR OF
THE RECEIVER AS A RESULT OF
THE TRANSMISSION OF THE
MESSAGE

18. FEEDBACK
RESPONSE THAT THE AUDIENCE
GETS AS A REACTION TO HIS
MESSAGE

19. KINDS
MASS
= electronic
INTERPERSONAL
SPECIAL

20. COMMUNICATION
THEORIES
SOCIAL CATEGORIES
= this theory suggests that there are
social groupings in society. Since
these clusters have commonly-
shared experiences, they also have
similar norms, values and attitudes

21. TWO-STEP FLOW THEORY
SUGGESTS THAT INFORMATION
MOVES IN TWO PHASES. FIRST
FROM THE MEDIA TO OPINION
LEADERS AND FROM OPINION
LEADERS TO PEOPLE WHO DEPEND
ON OTHERS FOR THEIR
INFORMATION SINCE THEY ARE
LESS EXPOSED TO MEDIA

22. BALANCE THEORY
SUGGESTS THAT PERSONS WHO
HAVE SIMILAR CHARACTERISTICS
OR COMMONLY-SHARED
EXPERIENCES ALSO HAVE
HARMONIOUS RELATIONS

23. COGNITIVE DISSONNANCE
THEORY
SUGGESTS THAT SINCE DISSONANCE
IS UNCOMFORTABLE TO A PERSON,
HE WILL BE MOTIVATED TO TRY TO
REDUCE IT IN ORDER TO ACHIEVE
CONSONANCE BY SEEKING OUT
INFORMATION THAT WILL
REINFORCE HIS BELIEF OR ACTIVELY
AVOID INFORMATION THAT WILL
INCREASE HIS DISSONANCE.

24. REINFORCEMENT
THEORY
STATES THAT ATTITUDE CHANGE
RESULTS FROM LEARNING
PRODUCED THROUGH
REINFORCMENT

25. CREDIBILITY THEORY
STATES THAT COMMUNICATION
STARTS WITH A CLIMATE OF
BELIEF, BUILT BY PERFORMANCE
ON THE PART OF THE SOURCE

26. GATEKEEPER CONCEPT
STATES THAT ALL ALONG THE
COMMUNICATION CHAIN, ARE
SEVERAL “GATEKEEPERS” WHO
CAN “OPEN” OR “CLOSE” THE GATE
TO ANY MESSAGE THAT COMES
ALONG

27. DEVELOPMENT
COMMUNICATION
ANY OR ALL SUPPORT
COMMUNICATION FOR
DEVELOPMENT

28. = COMMUNICATION FOR A
PLANNED CHANGE

29. DEVELOPMENT
COMMUNICATION
The art and science of human
communication applied to a speedy
transformation of a country and its
people from poverty to a dynamic state
of economic growth which will bring
about the fulfillment of the human
potential

30. DEVCOM SEEKS TO
INFORM, EDUCATE
AND MORE
IMPORTANTLY TO
MOTIVATE

31. DEVELOPMENT
COMMUNICATOR HAS
THE ROLE OF
MOBILIZING AUDIENCE
AND PERSUADING
THEM TO JOIN IN THE
DEVELOPMENT
EFFORTS

32. AQUINO
ADMINISTRATION

33. = INSTITUTIONALIZATION OF
COMMUNITY COMMUNICATION
= INCLUSION OF COMMUNICATION
STRATEGIES IN THE MTPDP

34. RAMOS PRESIDENCY

35. PROSPERITY

36. ESTRADA PRESIDENCY

37. PARA SA MASA

38. BEAT THE ODDS

39. 8 IN 2008

40. KEEPING UP PESO’S
STRENGTH

41. STRONG ANTI-
TERRORISM STANCE
AND
BETTER JOB CREATION
PROGRAM

42. GATHERING MORE
INVESTMENTS

43. BETTER HEALTH CARE
SYSTEM

44. PUTTING A HOUSING AND
HUNGER MITIGATION
PROGRAM IN PLACE

45. IMPROVING EDUCATION

46. REDUCING COST OF
LIVING

47. PROMOTING A
GREEN PHILIPPINES