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Development Communication

Development communication is defined as applying the art and science of human communication to rapidly transform a country and population from poverty to economic growth, greater equality, and improved human potential. It uses creative communication through various media to gain attention and convey messages. As a social science, development communication applies scientific methods like data gathering, testing, and evaluation to effectively plan interventions and induce behavioral changes among target groups. The overall goal is to catalyze social changes that reduce poverty by motivating individuals and communities towards improved knowledge, attitudes, and practices.

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Mark Coles
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355 views

Development Communication

Development communication is defined as applying the art and science of human communication to rapidly transform a country and population from poverty to economic growth, greater equality, and improved human potential. It uses creative communication through various media to gain attention and convey messages. As a social science, development communication applies scientific methods like data gathering, testing, and evaluation to effectively plan interventions and induce behavioral changes among target groups. The overall goal is to catalyze social changes that reduce poverty by motivating individuals and communities towards improved knowledge, attitudes, and practices.

Uploaded by

Mark Coles
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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10/30/2012

The Meaning of Development Communication


CA 213 Professor Gwenetha Y. Pusta, PhD

Definition
According to Nora C.

Quebral (1971), professor emeritus Development communication is 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.
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10/30/2012

Art
Development communication requires creativity

in communicating messages through the use of various communication media and materials The aesthetic aspect is an important consideration in communicating because first you have to gain the attraction and attention of your learner or your audience before he decides to read or listen to the message you are communicating.

10/30/2012

the art of human communication


Practicing the art of human communication not only

entails the aesthetic designing and presentation of messages or what we call the hard or concrete art. It is also being creative in the practice of the field such as in conducting interviews or in doing other challenging tasks in development such as causing behavioral change among groups who are slow in adopting changes in their lives.
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science
Development communication is a social science. Like all other social science fields, it uses the

scientific method to enrich its own field by research from where its own theories and principles can be derived and applied to development problems. Specifically, it applies the scientific method in making decisions and planning how to effectively carry out communication interventions.

10/30/2012

Intervention in Waste Management


Identify the basic problem Gather data about the problem (data gathering) Is it a matter of educating the households or the garbage collectors What is the knowledge level of the community or of the garbage collectors in waste management? Do they know and practice waste segregation? (survey) Will people be more conscious of waste management by just using posters? Will a barangay meeting to inform them of the merits of waste management be enough? Is my communication plan on waste management working or do I need to 6 try out another approach?

Develop and test materials, methods or new communication processes

Monitor and evaluate (conclusion)


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Human Communication
It uses human communication whether it be

interpersonal or mass communications, or whether it is practiced at various levels; individual, group, organization, international, national, provincial, sectoral, program or at the grassroots. It is also made possible through the use of various communication channels: print, broadcast and electronic media.
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Speedy transformation
Development communication acts as a catalyst

for social change. The word catalyst is a borrowed term from chemistry which means a substance which increases the rate of a chemical reaction. Development communication will accomplish in a shorter time what normally will take four or five years to accomplish.

10/30/2012

People
Our job entails motivating individuals and groups

of people such as farmers, fisher folks, workers, housewives and the youth to change their habits, their ways, their lifestyles, the way they think, the way they feel and the way they do things. When we target changing people, we are thinking of changing their behavior in three levels: cognitive (knowledge), affective (attitude) and psychomotor (practice)
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Poverty
This is the greatest challenge

facing us! Poverty is a catching term for malnutrition, unemployment, illiteracy, overpopulation. Poverty is manifested by landless farmers, uninformed mothers or uneducated laborers. By virtue of their need and number, they and their families are the targets of development communication.
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