Development communication

 

Define development Communication 

Development communication refers to the use of communication to facilitate social development. Development communication engages stakeholders and policy makers, establishes conducive environments, assesses risks and opportunities and promotes information exchange to create positive social change via sustainable development.

Development communication techniques include information dissemination and education, behavior change, social marketing, social mobilization, media advocacy, communication for social change, and community participation.

Development communication has been labeled as the "Fifth Theory of the Press", with "social transformation and development", and "the fulfillment of basic needs" as its primary purposes. Jamias articulated the philosophy of development communication which is anchored on three main ideas.

 Their three main ideas are

1. purposive

2. value-laden

3. pragmatic. 

Nora C. Quebral expanded the definition, calling it "the art and science of human communication applied to the speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth that makes possible greater social equality and the larger fulfillment of the human potential".

Melcote and Steeves saw it as "emancipation communication", aimed at combating injustice and oppression.

According to Melcote (1991) in Waisbord (2001), the ultimate goal of development communication is to raise the quality of life of the people, including; to increase income and wellbeing, eradicate social injustice, promote land reforms and freedom of speech

Definition

Recent and more detailed definitions of development communication are:

Jan Carlo Sabile and the team

...the art and science of human communication linked to a society's planned transformation from a state of poverty to one dynamic socio-economic growth that makes for greater equality and the larger unfolding of individual potentials.

Erskine Childers defined it as

Development support communications is a discipline in development planning and implementation in which more adequate account is taken of human behavioural factors in the design of development projects and their objectives.

The World Bank

"integration of strategic communication in development projects" 

based on a clear understanding of indigenous realities.

UNICEF

"a two-way process for sharing ideas and knowledge using a range of communication tools and approaches that empower individuals and communities to take actions to improve their lives."

Bessette (2006)

"planned and systematic application of communication resources, channels, approaches and strategies to support the goals of socio-economic, political and cultural development". 

Development communication is essentially participatory, because, according to

Ascroft and Masilela (1994) "participation translates into individuals being active in development programmes and processes; they contribute ideas, take initiative and articulate their needs and their problems, while asserting their autonomy."