conceptual study of development communication

1. DEVELOPMENT
COMMUNICATION
BY SARTHAK JAIN

2. According to the World Bank,
development communication is the
"integration of strategic communication in
development projects"
based on a clear understanding of indigenous
realities.
Human-centred development priorities of communities
include: health, education, security, livelihood
practices, survival and protection, and varied quality of
life issues.

3. WHY DO WE NEED TO STUDY?
 Development communications are organized efforts
to use communications processes and media
 to bring social and economic improvements,
generally in developing countries
 The communication media, in the context of
development, are generally used to support
development initiatives by the dissemination of
messages that encourage the public to support
development.
 IN SHORT, COMMUNICATION APPLIED TO
COUNTRY FOR SPEEDY TRANSFORMATION.

4. SOME EXAMPLES
 the usual pattern for broadcasting and the press has
been predominantly the same
 informing the population about projects,
illustrating the advantages of these projects, and
recommending that they be supported.
 In any strategy or program of development, people
are the target.
 The needs of the people are the base for the
delivery of development, whether it be in the form
of values education, skills development,
livelihood assistance, human settlements, improve
health, etc.

5. WHAT DEVCOM IS NOT
 Publicity of party or individual
 Not only source oriented but also Audience oriented
 Not only an exercise but also a commitment to
public Welfare.
Comment how devcom is both
lapdog and watchdog of the
government?

7. WHAT EXACTLY DO WE NEED TO CHANGE?
FOR ANY REAL DEVELOPMENT TO HAPPEN.

8. HOW DO WE GET PEOPLE INTO ACTION?
EDUCATION IS THE KEY AND
COMMUNICATION IS THE TOOL

9. WHAT GOVERNMENT WANTS AND WHAT
NON-GOVERNMENT ORGANIZATIONS WANT IS
FOR PEOPLE TO BE INVOLVED.
IF PEOPLE GET INVOLVED, IT MEANS THEY
UNDERSTAND.
WHEN THEY DO, WE REACH THE GOAL OF OUR
SERVICE.
THAT IS WHERE THE PROCESS OF
COMMUNICATION COMES IN.

10. INDIA AND RADIO
HISTORY
 1924_
Chennai _British government gave license to the
Indian Broadcasting Company, to launch Radio
stations in Mumbai and Kolkata.
1936_
The company became bankrupt, the government
took possession of the transmitters and began its
operations as the Indian State Broadcasting
Corporation. In the year 1936, it was renamed All
India Radio (AIR) and the Department of
Communications managed it entirely.

11.  After Independence, Indian radio was regarded as a vital medium of
networking and communication, mainly because of the lack of any other
mediums. All the major national affairs and social events were transmitted
through radio. Indian radio played a significant role in social integration of the
entire nation.
 India's earliest organized experiments in development communication were held
in the 1960s, sponsored by India's universities and other educational institutions,
and by the Bretton Woods-school institutions.
 University of Poona,
 Centre for the Study of Developing Societies
 Delhi University,
 Christian Institute for the Study of Religion and Society and
 the University of Kerala
All India Radio mainly focused on development of a national consciousness as well
as over all National integration. Programming was organised and created keeping
in mind the solitary purpose of national political integration.
This supported in prevailing over the imperative crisis of political instability,
which was created after the Independence. Thus political enhancement and
progressive nation building efforts were aided by the transmission of planned
broadcasts.

12. TWO MAJOR ROLES PLAYED BY DEVCOM
Transformation role Socialization role
Aims to take
society towards
high standards
Establish values
to society

13. MORE ABOUT DEVELOPMENT
 It critically examines government programmes and
its implications
 Much of success of government depends on its
effective communication with people.
 Comparison of programme
planning v/s implementation
 The goal of development communication not
consider only in economic terms, but also in
terms of social, political, cultural, and moral
values that make a citizen's life whole, and that
enable a person to attain his or her full potential.

14.  Development communication has to deal with
two types of audience:
1) bureaucracy, media practitioners and professionals,
and
2) the people i.e. the audience who can be informed or
uninformed;
educated or semi-literate or literate.
IT BECOMES NECESSARY FOR US TO MAKE SURE THAT
WHATEVER INFORMATION WE WANT TO GIVE TO
OUR CITIZENS IT MUST BE BROADCASTED IN
PRINT + VISUALS + RADIO

15. THANK YOU