The document discusses the concept of development from an academic perspective. It provides definitions of development from an economic standpoint as increasing real per capita income accompanied by structural changes. However, it notes that development must consider qualitative changes across social, political, and cultural aspects as well. The document outlines limitations of solely using GDP or GNP to measure development, as these do not capture household contributions or income distribution. It also lists some traditional characteristics associated with developed countries like high living standards, productivity, low population growth, and industrialization.

1. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Affiliated Institution of G.G.S.IP.U, Delhi
Development Communication
Paper ID-24201
Paper code-BJMC201

2. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Syllabus
• Unit-I [Concept and Indicators of Development]
• 1. Definition, meaning and process of development
• 2. Theories and paradigms of development – unilinear and non-unilinear
• 3. Ingredients (5Ms) of development and money generation, MNCs and foreign aid
• 4. Basic needs model by Bariloche Foundation
• 5. Economic and social indicators of development:
• i. GDP/GNP ii. Human Development Index iii. Physical Quality of Life Index
• 6. Other indicators:
• i. Communication as an indicator ii. Democracy as an indicator iii. Human Rights as an indicator
• iv. Social Relations [inequality] v. Happiness Index
• 7. The Millennium Development Goals (MDGs)
• Unit – II [Development Communication - Concept and Theories]
• 1. Definition and Concept
• 2. Approaches:
• i. Diffusion of Innovation
• ii. Magic Multiplier
• iii. Localised Approach
• 3. Development Support Communication - Extension Approach
• i. Health and Family Welfare
• ii. Women Empowerment
• iii. Literacy & Education
• iv. Water Harvesting & Management

3. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
• Unit-III [Media and Development]
• 1. Development of message design and communication
• 2. Role and performance of mass media: Print, Radio, TV, Outdoor publicity and traditional
• media - music, drama, dance, puppetry, street play, fairs, festivals and their role in
• development..
• 3. Cybermedia and development: e-governance , digital democracy & e-chaupal
• 4. ICT & Development
• 5. Case Studies :
• i. SITE Experiment
• ii. Community-based water harvesting by Rajendra Singh in Rajasthan.
• 6. Role of NGOs in social development..
• Unit - IV [Communication in different Indian perspectives]
• 1. Communication for rural development:
• i. Strengthening of Panchayati Raj ii. Advancement in farming and alternative employment
• iii. Conservation of rural culture - tradition
• 2. Communication for urban development:
• i. Urban sanitation ii. Consumer awareness iii. Slum development
• 3. Communication for Tribal development
• i. Wild life and forest conservation ii. Joint forest management
• iii. Forest based cottage industries

4. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Unit I
Topic - I
Definition, meaning and process of
development

5. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
The Concept of Development….
 The previous writings and
perceptions on development
are by economists, the
definitions often starts with
economic development.
 Economic Development can be
defined as the process of
increasing the real per capita
income of a country over a long
period of time accompanied by
changes in its structure and
institution.
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6. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
6
The economic perceptions on
development have been criticized.....
Real development is required.
Therefore, a process involving a
number of qualitative changes must be
taken into account to define and to
measure the development.
Qualitative Perspective

7. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Considering the limitations of economic
perception,
• Scholars have defined Development as ‘the process
involves not only changes in the economic structure,
but is interlinked with the entire social, political and
cultural fabric of society.’

8. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Traditional Method of Measuring
Development
Economists have, traditionally, measured economic
development by the level of per capita Gross National
Product.
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9. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Limitation of GNP as a measure of
Development
 It is based on national income statistics, which does not include
major portions of real income, like the contribution of work done in
the household.
 It is an average and does not say much about the structure of
production or distribution of national income.
 Progress in a narrow sector, like natural resources – exports, oils,
minerals timber might show high per capita income in countries like
Kuwait, Trinidad. But by no stretch of imagination, can these
countries be considered 10 times more developed than India.
 Per capita income may increase even in the face of increasing
unemployment.
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10. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Characteristics of Development
Development is associated with some characteristics of
the developed capitalist countries like
 High levels of living
 High levels of productivity
 Low or no population growth
 The predominance of industrial or non – agricultural
activities.

11. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
THANK YOU
By Shruti Chopra