Tn act pu


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  • Why? States still matter in development for a number of reasons: Official health and educational systems reach a large percentage of the population in many developing countries (such as in the majority of Latin American countries), national governments are important linchpins in international agreements and programs, official positions set the tone and the stage for development initiatives, international aid projects that leapfrog domestic authorities often run into all kinds of political and logistical difficulties, etc.
  • Tn act pu

    1. 1. Teaching Development to the Communication Students: Challenges and Prospects Ravindra Kumar Vemula Assistant Professor Department of Journalism and Mass Communication School of Communication ENGLISH AND FOREIGN LANGUAGES UNIVERSITY (EFLU) Hyderabad
    2. 2. Alphabet soup of approaches in development communication <ul><li>Communication for development </li></ul><ul><li>Communication for social change </li></ul><ul><li>Information, education and communication </li></ul><ul><li>Behavior change communication </li></ul><ul><li>Social mobilization </li></ul><ul><li>Media advocacy </li></ul><ul><li>Strategic communication </li></ul><ul><li>Participatory communication </li></ul><ul><li>Strategic participatory communication </li></ul>
    3. 3. Development communication, definitions <ul><li>Instrument in development projects. </li></ul><ul><ul><li>Methodologies and tools to spread information and contribute to behavior change. </li></ul></ul><ul><li>The end of development. </li></ul><ul><ul><li>Improve opportunities for community dialogue and access to information. </li></ul></ul><ul><ul><li>Communication as citizenship, participation in political communities. </li></ul></ul>
    4. 4. Development communication, definitions <ul><li>Process of identifying, segmenting and targeting specific groups and audiences with particular strategies, messages and training programs through various mass media and interpersonal channels, traditional and non-traditional (McKee 1992). </li></ul>
    5. 5. Development communication, definitions <ul><li>A process of dialogue, information sharing, mutual understanding and agreement, and collective action (Rockefeller Foundation 2000). </li></ul>
    6. 6. Common misconceptions about communication in development <ul><li>ROLE </li></ul><ul><ul><li>Communication is only necessary for a short period of time. </li></ul></ul><ul><ul><li>Communication as add-on to general planning and funding. </li></ul></ul><ul><li>IMPACT </li></ul><ul><ul><li>Information is enough to change behavior. </li></ul></ul><ul><ul><li>Unrealistic expectations about time of effects. </li></ul></ul><ul><li>STRATEGY </li></ul><ul><ul><li>Media training is sufficient to address communication problems. </li></ul></ul><ul><ul><li>New communication technologies solve information and behavior problems. </li></ul></ul>
    7. 7. Changes in practice of development communication <ul><li>Shift to strategic approaches. </li></ul><ul><ul><li>Use data to set goals and strategies. </li></ul></ul><ul><ul><li>Define target audiences. </li></ul></ul><ul><ul><li>Research barriers, benefits and perceptions. </li></ul></ul>
    8. 8. What works: Five key ideas <ul><li>Focus on individual and contextual factors in behavior change </li></ul><ul><li>Integrate top-down and bottom-up approaches </li></ul><ul><li>Have a tool-kit approach </li></ul><ul><li>Combine media and interpersonal communication </li></ul><ul><li>Community empowerment should be the goal </li></ul>
    9. 9. Development Communication Pedagogy <ul><li>As one of the course </li></ul><ul><li>Value Added learnings from the Field </li></ul><ul><li>Trial and Error </li></ul>
    10. 10. Problems <ul><li>Theories and paradigms! </li></ul><ul><li>Western Models </li></ul><ul><ul><ul><ul><li>Diffusion of Innovation </li></ul></ul></ul></ul><ul><li>Lack of fieldwork </li></ul>
    11. 11. Prospects <ul><li>Development as a career </li></ul><ul><li>Writing reflective reports, case studies </li></ul><ul><li>An impetus for Development Journalism </li></ul>
    12. 12. Next challenges <ul><li>Measure long-term impact of communication programs. </li></ul><ul><li>Measure different effects </li></ul><ul><ul><li>“ Delayed effects” </li></ul></ul><ul><ul><li>“ Indirect effects” – “social diffusion” model </li></ul></ul><ul><ul><li>“ Unexpected effects” </li></ul></ul><ul><ul><li>Changes in social norms </li></ul></ul><ul><li>Replicate results and scale up. </li></ul><ul><li>How to reach the “hard to reach” and convince the “hard to convince”? </li></ul>