Topic : Basics of communication

1. What types of communication? How communication evolved? What’s the

future trends of communication?

What is Communication ?
• The word Communication comes from Latin word ‘communicare’/’ Communis’. Its means ‘common’ and
‘to share“
• Originally, communication is a process through which individuals share knowledge, ideas, feelings,
information with others. And through this they achieve a common perception of the meaning, purpose
and use relationship of each message.
• Communicating in a social context means exchange of ideas with the help of speech, writing, visual,
emblem or behavior. That is, communication is the communication process of the message.
• Communication is the act of conveying meanings from one entity or group to another through the use of
mutually understood signs, symbols, and semiotic rules.
Communication : Types
• Inter personal: communication between two individuals: face to face, with feedback
• Intra personal: communication which occurs within an individual; dreams, soliloquy, etc.
• Group: communication between individuals in a group

• Mass communication : between a unit often a social one, through the medium of advanced technology to
a widely dispersed audience, where there is little, delayed or no feedback
• Folk: communication which is peculiar to a social entity, where the symbols, language, channels are
generally unique to that society; and are a part of the culture and norms of the society

Evolution of Communication:
• Communication is very important. It is a key to understanding between people. Through the years,
communication has evolved. The way people communicate with each other today is entirely different
from the prehistoric era. Before, communicating is limited to interpersonal interaction – person to person.
Until it evolved to alphabets, signs and symbols, letters, and telephone. Today, the Internet era has paved
the way to innumerable means of communication.
• Technology has indeed redefined communication. People no longer have to wait for years, months,
weeks, and days to receive an information or message. Today, texts, e-mails, tweets, and personal
messages can reach the recipient in just a matter of seconds.
Technological evolution of communication : Dates back to 1960s:
The net is considered to be a product of the cold war, it was built by the USA military to protect national
security in the face of nuclear attack. The Advanced Research Project Agency(ARPA) was a new
Department started within the US Department of Defense and the ARPANET succeeded in creating the
first effective long distance computer network.
1962: The RAND Corporation, USA, begins research into robust, distributed communication
networks for military command and control.
1969: ARPANET connects first four universities in the US.
1981-82 : First computer based dial up services emerged.
1983 : Time magazine names the computer ‘’ Machine of the year’’
1984 : Apple introduces the Macintosh computer.
1985 : Worldwide 22 nations have videotext and tele text.
1986 : Computers available in university computers labs, offices.
1990 : Tim Berners Lee invents the World Wide Web-WWW, creates hypertext markup language.
 2007 : Citizen media grows in importance.
2010 : Experiments with mobile

Future trends of communication :

• Fifty years ago, the tools we rely upon to communicate today were only science fiction.
• There are 4.53 billion internet subscribers in the world. In this 3.48 billion social media users in 2019, with
the worldwide total growing by 288 million (9 percent) since this time last year. 3.26 billion people
use social media on mobile devices in January 2019, with a growth of 297 million new users representing a
year-on-year increase of more than 10 percent, Jan 30, 2019

• The total number of internet subscribers in Bangladesh reached 91.421 million at the end of January,
2019
• Mar 23, 2018 - At least 30 million people in Bangladesh are using social media, according to the Digital in
2018 report jointly prepared by We Are Social and . Facebook: 95.13%, YouTube: 1.9%, Twitter: 1.35%
Fifty years ago, its unbelievable. But now its reality. Paradigm shift of technology totally change our life
style. Today, you can purchase a smart phone and make calls, surf the Web, play games, run applications
and accomplish more than most speculative fiction authors dared to dream. So what's next?
• In the short term, we'll likely see basic cell phones slowly fade away. As smart phones become more
common and less expensive, more people will adopt them.
• The process is gradual. As with most new technologies, a group of enthusiastic adopters lead the way.
Sometimes, the general population will follow the early pioneers -- the compact disc is a good example of
such technology.
• In other cases, the early adopters end up owning technology that becomes obsolete without ever finding
wide acceptance -- like Laser Discs.
• Smart phones seem to be in the first category. Products like the Apple iPhone and Google's Android
operating system have pushed the smart phone out of the world of gadget geeks and into the mass
market.
• In 2010, the first 4G smart phone for a major carrier in the United States made an appearance. It was the
HTC EVO 4G, running on Sprint's WiMAX network [source: CNET. The 4G network allows for faster data
transfer speeds than other networks.
• The Internet will continue to play an increasing role in communication. Voice over Internet protocol (VoIP)
already plays a large role in several communication products and services.
 • Sites like Facebook and Twitter allow users to communicate with networks of people. With the rise of the
Web, people now have a platform from which they can address the world.
• In the past, only celebrities and politicians could address so many people at one time. Now, anyone with
an Internet connection can do the same thing.
• This may lead to changes in everything from entertainment to politics. Using the Web as a communication
tool, people with aspirations may be able to find an audience more easily than ever before. It may not be
long until a relatively unknown person uses the Internet to win enough support to be elected president of
the United States.
An Example : Mobile Journalism
Mobile journalism can be defined as the process of gathering and delivering news using a smart phone or tablet.
It’s all about building the skills and having the interest to explore alternative mediums to those of traditional
journalism.
Editors and managers should be aware of and embrace the possibilities that mobile journalism offers, so they can
support their teams in pursuing innovative practices. Mobile journalism offers numerous advantages for news
organizations. These benefits, however, will only materialize if journalists are well trained for going mobile. These
technical competencies must be accompanied by core journalism skills such as storytelling, corroboration and
verification, and packaging content for mobile devices.
Lower Cost : Mobile journalism saves money. A good, state of the art mobile journalism kit
costs less than USD $1,000. Also, you don’t need a large crew and you can make savings on
production costs.

Mobility : Large crews and heavy equipment are no longer needed to report on stories:
Journalists with smart phones can be quicker and can report first during breaking news
situations. Increased mobility also allows journalists to access places previously inaccessible,
either due to bans on journalism, or a natural disaster, for example.

Safety : The safety of journalists is enhanced. Using a smartphone instead of big and heavy
reporting equipment allows them to be less noticeable and better able to blend in with the
crowd.

Quality : The newest generations of the iPhone, starting with the iPhone 6S, allow you to
shoot, edit and upload 4K video. Mobile journalism is no longer bound by limited quality.
While most TV news cameras and editing systems are still HD, mobile devices provide 4K
quality.

Live stream : Smartphones can broadcast live in a simpler and less expensive way than
traditional equipment, and live stream apps have made the process easy. Reaching real-
time audiencesis a key consideration for newsrooms, as is the ability to measure content
performance through real-time statistics. Live streaming through social platforms allows
journalists to engage with their audience while broadcasting. Choose the right app based on
your broadcasting needs, target audience, and technical costs, amongst other criteria.
Makes the job efficient : Mobile journalists can transmit direct to the newsroom. One click
and the newsroom has a full news story delivered by email or shared through the cloud.
Also, with the right training the journalist can be their own cameraman, editor and designer.

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Topic : Media Management :

3. What is the ownership pattern of Bangladeshi media? How Fourth filter of
propaganda Model working (Flak and The enforces: The fourth filter)? Explain
with example.

Types of media ownership :

In the book ‘ Four theories of the press’, published in 1956, which was published by Siebert
Peterson and Schramm, They divided world press in four parts.
1. Authoritarian 2. Libertarian
3. Communist 4. Social responsibilities
• Later, the media system studies show that the world's traditional media is mainly of two types.
1. Authoritarian 2. Libertarian
• The media system is quite big and complex. There are many influences on the media system of
each country, politics, economy, and social status.
• Finnish professor Osmo wiio shared the media system in two parts.
1. Ownership
2. Control
• Professor Wiio, Ownership meant that the government and private ownership and control were
interpreted as centralized and decentralized.
Type A – Public + Decentralized
Here the media system is decentralized and controlled by government. Although it’s government
owned, but the message is not controlled and censorship free. Such as the British Broadcasting
Corporation-BBC, It is operated by the government, But the government does not control. Not only the
news of those who are in the government are not shown here. News of all parties is promoted. The
government's fault is highlighted.

Type B - Public + Centralized

It's basically centered And government owned. China and North Korean media are concentrated. BTV-
national tv channel Bangladesh. It’s totaly government controlled and centralized. Here only the success
of the government is promoted. There is no positive criticism or miss-error. The reflection of the
opposition is not here.

Type C - Private + Decentralized

This system is owned and deregulated by individuals. It’s accessible to the public and can be neutral
role. There is no government control here. The opinions of all parties are published and promoted. But
the government can intervene if it wants. It's good for the developed country, But there is a government
intervention in the underdeveloped country. The media of European countries enjoy this facility. Good
example south is Indian 24-hour news channel NDTV .

Type D - Private + Centralized

This method is owned by the private owner but controlled. However, in the developing countries of
Africa, Latin America and Asia, the media is managed by non-government organizations, but it is
controlled by the government. All private TV channels of Bangladesh feel pressure to broadctas and
publish news outside the government's opinion.

Ownership patterns of Mass Media of Bangladesh :

• Bangladesh follows open market economy. Therefore as well as public and private sector both
plays an important role in the growth of nation.
Likely in the case of media, public authorities as well as private individuals both own the
media in one the other way.
The ownership pattern changes from private to third party or public to autonomous body.
Ownership Pattern : Private sector
Private Ownership :
There are four major types of ownership of mass media . It can be owned by :-
1. Individual (Businessmen / Industrialist ) 2. Partnership (Channel I) 3. Association / Trust
(Ahsania Mission-Daily Alokito Bangladesh) 4. Joint Stock Company
In Bangladesh, above 95 % of Print and Electronic Media owned by private individuals.
Private TV channel in Bangladesh:
License holder-44, Broadcasting :- 30
Private Radio Station :
License Holder-28 ,Broadcasting-22

Public Sector : Ownership Pattern

Public Ownership / Government Organizations :
• There is a state-controlled broadcast media in Bangladesh. The government's successes and
developmental activities are circulated here.
They are as :
Government owned TV Channel : BTV, BTV World, Sangshad TV & BTV - Chattygram
Government Owned Radio: Bangladesh Betar
The government of Bangladesh does not currently have any state newspapers or magazines.
There are certain governmental media related organizations that releases information of various
ministries in public domain. Apart from this, there is a government-controlled news agency.
They are as :-
1. Press Information Department (PID)
2. Department of Film and Publication (DFP)
3. National Institute of Mass communication (NIMCO)
4. Press Institute of Bangladesh (PIB)
5. Department of Mass communication
6. Bangladesh Press council
7. Bangladesh Film Development Corporation (BFDC)
8. Bangladesh Film Achieve
9. Bangladesh Sangbad Sangstha (BSS)
10. Bangladesh Film Censor Board
11. Bangladesh Film and Television Institute

Stakeholders of Media :
• Key stakeholders are creditors, directors, employees, government (and its agencies), owners
(shareholders), suppliers, unions and the community from which the business draws its
resources.
Stakeholders can affect or be affected by the organization's actions, objectives and policie

Propaganda Model : 4 ( Flak and The enforces : The fourth filter)

"Flak" refers to negative responses to a media statement or program. It may

take the form of letters, telegrams, phone calls, petitions, lawsuits, speeches
and bills before Congress, and other modes of complaint, threat, and punitive
action. It may be organized centrally or locally, or it may consist of the
entirely independent actions of individuals.

If flak is produced on a large scale, or by individuals or groups with

substantial resources, it can be both uncomfortable and costly to the media.
Positions have to be defended within the organization and without,
sometimes before legislatures and possibly even in courts. Advertisers may
withdraw patronage. Television advertising is mainly of consumer goods that
are readily subject to organized boycott. During the McCarthy years, many
advertisers and radio and television stations were effectively coerced into
quiescence and blacklisting of employees by the threats of determined Red
hunters to boycott products. Advertisers are still concerned to avoid
offending constituencies that might produce flak, and their demand for
suitable programming is a continuing feature of the media environment. If
certain kinds of fact, position, or program are thought likely to elicit flak, this
prospect can be a deterrent.

The ability to produce flak, and especially flak that is costly and threatening,
is related to power. Serious flak has increased in close parallel with business's
growing resentment of media criticism and the corporate offensive of the
I970s and I980s.
Flak from the powerful can be either direct or indirect. The direct would
include letters or phone calls from the Prime Ministers office , or from the
Intelligence to the television networks asking for documents used in putting
together a program, or from irate officials of add agencies or corporate
sponsors to media officials asking for reply time or threatening retaliation.
The powerful can also work on the media indirectly by complaining to their
own constituencies (stockholders, employees) about the media, by
generating institutional advertising that does the same, and by funding right-
wing monitoring or think-tank operations designed to attack the media. They
may also fund political campaigns and help put into power conservative
politicians who will more directly serve the interests of private power in
curbing any deviationism in the media.

Along with its other political investments of the I970s and I980s, the
corporate community sponsored the growth of institutions such as the
American Legal Foundation, the Capital Legal Foundation, the Media Institute,
the Center for Media and Public Affairs, and Accuracy in Media (AIM). These
may be regarded as institutions organized for the specific purpose of
producing flak. Another and older
flak-producing machine with a broader design is Freedom House. The
American Legal Foundation, organized in I980, has specialized in Fairness
Doctrine complaints and libel suits to aid "media victims." The Capital Legal
Foundation, incorporated in I977, was the Scaife vehicle for Westmoreland's
$I20-million libel suit against CBS.

AIM was formed in I969, and it grew spectacularly in the I970s. Its annual
income rose from $5,000 in I97I to $I.5 million in the early I980s, with funding
mainly from large corporations and the wealthy heirs and foundations of the
corporate system. At least eight separate oil companies were contributors to
AIM in the early I980s, but the wide representation in sponsors from the
corporate community is impressive. The function of AIM is to harass the
media and put pressure on them to follow the corporate agenda and a hard-
line, right-wing foreign policy. It presses the media to join more
enthusiastically in Red-scare bandwagons, and attacks them for alleged
deficiencies whenever they fail to toe the line on foreign policy. It conditions
the media to expect trouble (and cost increases) for violating right-wing
standards of bias.
Freedom House, which dates back to the early I940s, has had interlocks with
AIM, the World Anticommunist League, Resistance International, and U.S.
government bodies such as Radio Free Europe and the CIA, and has long
served as a virtual propaganda arm of the government and international right
wing. It sent election monitors to the Rhodesian elections staged by Ian Smith
in I979 and found them "fair," whereas the I980 elections won by Mugabe
under British supervision it found dubious.
Although the flak machines steadily attack the mass media, the media treat
them well. They receive respectful attention, and their propagandistic role
and links to a larger corporate program are rarely mentioned or analyzed.
AIM head, Reed Irvine's diatribes are frequently published, and right-wing
network flacks who regularly assail the "liberal media," such as Michael
Ledeen, are given Op-Ed column space, sympathetic reviewers, and a regular
place on talk shows as experts. This reflects the power of the sponsors,
including the well-entrenched position of the right wing in the mass media
themselves.
The producers of flak add to one another's strength and reinforce the
command of political authority in its news-management activities. The
government is a major producer of flak, regularly assailing, threatening, and
 "correcting" the media, trying to contain any deviations from the established
line. News management itself is designed to produce flak. In the Reagan
years, Mr. Reagan was put on television to exude charm to millions, many of
whom berated the media when they dared to criticize the "Great
Communicator.''

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Topic : Models of communication :

4. Analysis of New Media communication based on Lasswell’s ‘5W’ model?

Lasswell’s“5W”Model

• Harold Lass well is an American political scientist and communication theorist. In his article "The
Structure and Function of Communication in Society", Lass well (1948) wrote: “convenient way
to describe an act of communication is to answer the following questions. He is well known for
his “5W” model of communication, which focuses on "Who (says) What (to) Whom (in) Which
Channel (with) What Effect".

• In Lasswell's model of communication, the communication process is divided into five parts
including communicator, information, media, audience and effect, such five research fields
provide a very good point of view to study the new media communication.

In the process of new media communication, these five elements are developing with their own
characteristics.

• First, communicator is becoming more diverse, organization or individual, anyone can be

the sender of information.

• Second, information is becoming massive and multimedia, text, image, audio, video,
animation, etc., can be seen everywhere.

• Third, media is becoming more interactive which is the most important characteristic with
new media technology development.

• Fourth, audience is becoming more personalized, showing more participation and initiative.
 Graph : Lass Well Model

New Media and Lass well Model of Communication :

New Media

• With the continuous development of information technology, computer, internet, mobile

phones and tablets, a new pattern of media arises at the historic moment, that is the “new
media” people often say.

• Referring to the new media, we will think of digital technologies, such as the Internet, computer
multimedia, video games, augmented reality and so on.

• However, new media does not include analog broadcast, paper-based publications and other
traditional media, unless they contain technologies that enable digital interactivity (Manovich,
2003).

• Thus, a lot of media are digital upgrade version of the traditional media, such as digital
broadcasting, digital TV, IP TV etc.

Who - Diversification of Communicator :

• In mass communication, the communicator is not one person, but some organized institutions,
such as newspapers, radio stations, television stations, websites, etc. Content of communication
is designed and developed by professional, such as reporters, editors, web developers, etc.

• Because of the emergence and development of computer and network equipments, new media
communication moves towards to the public, at the same time it also gives the public abilities of
producing, publishing, transmitting information, this is a subversion to the traditional media (Liu
Liwei & Guo Xiaoyang, 2013). The Internet tools is regarded as an opportunity for journalists,
such as weblogs, You tube channel, Instagram account, etc.
• According to ITU and We are social report of 2018/2019 There are a total of 5.11 billion ( In BD
157.544 Million ) mobile subscribers in the world, but in 2000, the number is only 738 million.

• Around the World, 4.39.2 billion (in BD 93.102 million) people are using the Internet. From
2000 to 2015, the popularizing rate of the Internet users increased almost 7 times, it increased
to 43% of the world's population from 6.5%.

• According to the data in July 2014, the total number of Facebook users is up to 2.41 billion (in
BD 33.7 million) people, occupying one third of the world's population. Considering the
dominant position of network media and mobile media in interpersonal communication, the
large crowd using base number determines the diversification of the communicator.

Says What - Massive Amount of Information

• Development of digital storage and database technology breaks through the quantity limitation
of information stored by traditional media, in a particular device, traditional printing information
can be edited, stored and delivered in the form of digital information. Take electronic dictionary
for example, dozens of large paper dictionaries can be condensed to hundreds of megabytes of
data capacity. Similarly, companies such as Google and Baidu make a huge investment in the
production, storage and dissemination of electronic books.

• Network technology and mobile technology undoubtedly promote massive growth of

information of new media communication. Now we list a few data as below, In 2012, 144 billion
emails were sent per day in the world, 729,571 messages were shown in the Chinese Sina
Weibo per minute on New year’s Eve, 175 million messages were delivered by Twitter, and
there were 1.2 trillion searches on Google.

• The global mobile data traffic per month in 2012 is estimated 1.3 exabytes, and there were 5
billion mobile broadband subscriptions. The first online video “Gagnam Style” in PSY reached 1
billion views and it achieved it in just 5 months. In addition to these, 300 million new photos
were added to Facebook every day, and 5 billion photos were uploaded to Instagram since its
start to September 2012.

In Which Channel – Interactivity of Media

• Interactivity is undoubtedly one of the most obvious characteristics of the new media. As Rice
defined in 1984, the new media can enable and facilitate user-to-user interactivity and
interactivity between user and information (Schorr, Schenk
& Campbell, 2003). Compared with the “one-to-many” model of traditional mass
communication, the new media communication is becoming a “many-to-many” web of
communication.

• With appropriate new media technologies, any individual can produce his or her online media
including text, image and sound whatever he or she chooses (Croteau & Hoynes, 2003). In
 "What is new media?" Vin Crosbie (2002) described interpersonal media as "one to one", mass
media as "one to many", and new media as individuation media or "many to many".

• There are countless advertising cases supported by interactive new media technology, for
example, IKEA 2014 product manual was focused on and the combination of the indoor
environment and its entertainment.

• Open the related applications, choose furniture, put the manual where you want to put the
furniture, through the APP scan, you can see the appearance of each furniture in the home. The
application effect is very intuitive and the choice becomes much easier.

To Whom – Personalization of Audience

• US magazine “Wired” defined the new media as "communication from all the people to all the
people". Interactivity is a key word of vocabulary of the new media, so the identity of the
communicator and audience can be exchanged easily.

• Today, by sending email or SMS, writing blog, chatting online, one can start mass
communication “at any time, in any place, for anyone”, that break down the discourse barriers
of the traditional mainstream media.

• In essence, the audiences not only receive information, but participate in interaction, they are
more active and personalized.

• Take the visual communication for example, for youth groups, communicators should
emphasize modern and different feeling, however for middle-aged groups, they should
emphasize more quality and taste and so on.
• Young people have learned to use these symbols to distinguish the social role, so the new
media communication will also be necessary to create interactive relationship referring to their
own audiences.

With What Effect– Intelligentialize of Effect

• Effect of new media applying in the field of advertising is especially outstanding. Ariel,
interactive devices advertising, for example, the world's largest T-shirts, (e.g. Fig. 3) designer
designed a five stories’ high huge white outdoor, the gamepads were refitted to Ariel laundry
detergent bottles and spice bottles. Many users held bottles of ketchup, soy, mustard oil, fruit
juice, and splashed them on the T-shirt; soon, the T-shirt was full with all kinds of stain.

• The design of this scene is just like we accidentally got stains on the clothes at ordinary times
and these stains were difficult to clean, with Ariel, however, we did not have to worry. The huge
outdoor device provided us with a convenient way, as long as handheld Ariel products such as
laundry detergent, the stain on T-shirts would be cleared off. This activity results showed that
the sales increased by 113% in a month, and the brand awareness increased by 300%, more
than the public relations value worth $1 million.

• From the broad sense, communication effect is divided into pre-test and post test. (e.g. Fig. 4)
The former is creative effect and the latter is media effect. New media communication effect has
its own characteristics in two stages.

• With the intervention of digital technology and interactive link, before the release of new
media, the creative effect will
have more space and possibility. Take the Internet advertising for example, it can use sound,
animation, and mouse click
to attract audiences’ attention.

• After the release of new media, the media effect will become various and complicated, we need
to pay more attention to the users’ feedback behavior in order to evaluate quantitatively. For
example, combining
with the Internet, advertising effect showed by the ROI marketing software of Marketo will be
more rapid and accurate.

Conclusion

• Today, the “5W” communication model by Lasswell is still the basic framework of mass
communication researched by scholars. Lasswell proposed that analysis of mass communication
process is indeed equal to understanding answers to
the 5 basic questions.

• No matter how long the study of mass communication experiences, and how rapidly the science
and technology develops, these five parts are still the fundamental elements in the field of mass
communication research. However,
 Accompanied by time changes and technology development, mass communication under the
new media is developing with its own characteristics.

•
Lasswell’s “5W” model lacks feedback, and the role of communicator and audience is rigid, the
interactivity of new media provides
the communication study lots of new inspiration.

…………………………………………………………………………………………………………………..

5. Describe pictorially the process of communication between the speaker and

the audience based on Schramm’s Model. Highlight the role' of feedback and
noise

Wilbur Schramm's Model (1971)

• Wilbur Schramm, a leading communication expert, has provided an overview of the elements
and processes of communication to explain how these work in practically all forms of
communication - communication with ourselves, communication with one person or a group of
persons, or communication with a mass audience of thousands and millions of people.

• Wilbur Schramm adapted Shannon and Weaver's model to human communication and
introduced two concepts of encoder, decoder, redundancy, feedback and noise into his model
to explain the communication process.

Components of the Model :

• Encoder (Sender) : Who receive the message.

• Decoder ( Reciever) : Who receive the message.

• Interpreter : Person trying to understand or interpret.

• Message : What is conveyed from one to another.

• In this model, Schramm has stressed the importance 'of feedback and noise which are
considered essential elements of communication process. The feedback refers to the response
that a receiver makes to a source's communication.

• The situation described in the above model is like a conversation between two people, where
one is constantly communicating back to the other. The feedback obtained in such situation
plays a very important role in the communication process
because it tells the source how his messages are being received and interpreted. An experienced
communicator is attentive to the feedback and may constantly modify his messages in the light
 of what he observes or hears from his audience. In face to face interpersonal communication
feedback is instant.

The 'Noise' emphasized here may contaminate the message and make communication
ineffective. The 'noise' concept is taken from electronics and adapted to cover a multitude of
phenomena in human communication. Noise here is not anything that the sender has put
intentionally into the communication channel but is actual physical noise which may come from
the roadside or the passing of an aero plane, or it may emerge from a faulty transmission, a
blurred picture in the newspaper or a much used and faded film on screen.

In many such instances a message is likely to suffer deterioration before it is decoded and
interpreted by a receiver.

According to Wilbur Schramm, another form of feedback is getting response from our own
messages. We hear our own voices and correct our mispronunciations.

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Topic : Use of Media in Development Communication

9. Briefly explain the role of social media in Development?

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 exchanges 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.
• Serlie B. Jamias DDJ, Professor and Vice-Chancellor, University of the Philippines in Los Banos
-UPLB .He articulated the philosophy of development communication which is anchored on
three main ideas. Their three main ideas are: purposive, value-laden, and pragmatic.
• Nora Cruz-Quebral,Mother of Communication.She said ,
‘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.’
• UNICEF[  views it as:
“ 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.”

Television is superior to all other media because its visual and sound effect create an illusion of
completeness over humanity .
So it is necessary to explore how television can contribute in informing, educating and
entertaining rural people for rural development following is the description of how we can use
television as development tools.
• Current affairs information :
A country can be strong when natives are aware of current affairs. People should kept
information about fresh events. These information can be given through current affairs and
information programs and news. This programs will create public opinion on state affairs and will
help public participation.
• Educational programs :
A nation progresses when it has good education system and educated people. Many education
programs of reputed schools , information on primary education and distance course learning
program can be broadcasted.
Agricultural programs :
• Television is a communication media which have great potential for influencing farmers to
stimulate agricultural development.
• In several researches it was revealed that television had a significant role in
increasing agricultural knowledge of the farmers.
Through the television programs farmer know the disease of plants, usage of fertilizer, how to sow
the seeds etc. Such kinds of television programs ‘Mati o Manush’ of BTV, ‘Hridoye mati o manush’ of
Channel I etc

Role of Community Radio in Bangladesh :

 • Government of Bangladesh has approved 14 community radio stations for the first time in
Bangladesh. The Community Radio Installation, Broadcast and Operation Policy-2008 .
Role of Community Radio :
1. Minimizing the Crime 2. Education for All 3. Information for Adolescents 4. Information about
Agriculture 5. Services for Oppressed Women and Unemployed youth 6. Weather News
7. Climate Change effects
(Source : Role of Community Radio for

Social Media :
• Social media is a web-based platform where a user can exchange his or her own thoughts,
interests, or conclusions with the exchange of information with the online community through
computer or mobile technology. ( Obar & Wildman.2015)
• Internet-based social networking has brought a lot of change in the way people are
communicating. This change has affected the state and the world system not only in the
personal life of the person.
Popular Social Media :
1 . Face book 2. Twitter 3. YouTube 4. Blog 5. LinkedIn 6. Google Plus 7. Instagram
8. Snap chat 9. Bigo Live 10.Whats app 11. We Chat

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Topic : Communication for Devlopment

10. What are the key features of C4D? What changes do we wish to bring about
using C4D?

WHAT ARE THE KEY FEATURES OF C4D?

Interpersonal communication, classical methods, multimedia: the concept of C4D subsumes a wide
range of very different tools, methods and channels, which we review on the following pages. The
decisive element is not so much what tool we use as how we apply it. We speak of C4D when the tools
are deployed to facilitate dialogue, launch debates and foster interactive and inclusive communication
processes. Therefore, C4D cannot be understood solely as an activity. It must be considered as an
approach with the following characteristics.

C4D is based on dialogue

Dialogue is the most appropriate word to summarize the concept of communication for development. In
this respect it is very different from institutional communication, which delivers one-way information to
a dispersed target audience with often indistinct features. In contrast, communication for development
strives to establish an exchange with people on an equal footing. It targets specific groups of people in a
clearly defined social and cultural environment in order to identify their concerns and needs and foster
their participation.

Experience shows that dialogue is more conducive to changes in behaviour and attitudes than one-way
guidance and information. In Kenya, for example, the adoption of new farming practices disseminated
by government and international cooperation agencies was far below expectations. An independent
survey of 2013 showed that this was not due to a lack of information. All the farmers received an ample
supply of guides, leaflets and manuals in their local languages. The reason for the disappointing results
was another one. Nobody listened to the farmers. Nobody spoke with them, took any interest in their
knowledge of the land and local microclimates or researched their needs or doubts concerning the use
of the new farming techniques: “If they are not interested in our knowledge, why should we be
interested in what they want to teach us?” This was, in essence, how the farmers reasoned and why the
campaign failed.

Use a telling analogy for a simple fact, information which is not accompanied by dialogue is like a
gearbox without oil: it won’t work. Dialogue is the key to the assimilation of information. People are
receptive to new ideas, provided that they are not reduced to the status of passive recipients of
information who are given no opportunity to comment, ask questions and converse on a peer-to-peer
basis. Development processes require spaces in which men and women can express their views freely
and without restrictions. The basic task of C4D is to create such spaces, whether physical or virtual, so as
to enable people to become agents of their own development.

C4D supports social change

C4D can also enhance the visibility of a development agent, but this is not its primary goal. C4D always
aims to promote development in order to contribute to social change. Communication tools are a
means, not an end. It is the quality of the process – rather than a specific output – which makes all the
difference; and the aim of the process is to promote social participation, strengthen the sense of
ownership of a project and hence its impact. Human development takes time. Where it does take place,
it is not only the result of technical improvements but also of lengthy and intensive social and
communication processes. In order to reduce, for example, the incidence of dysentery and infectious
diseases among vulnerable populations, it is not enough to provide them with access to water. It is also
necessary to promote better hygiene practices – and this mainly involves an effective communication
and dialogue process. This is a classic example of the importance of C4D in achieving social change.

C4D is not a specific communication discipline, but rather acts as a hinge between communication and
project management. C4D leverages the social and political impact of a project. This is why it requires
close cooperation and an effective division of tasks between technical experts and communication
specialists. The former identifies the messages and topics for debate, while the latter determine the
tools for dissemination and spaces for dialogue.

«Communication should not reproduce power, but rather it should become an instrument

for social change. It must be horizontal, participatory and people-oriented»

Paulo Freire, Brazilian educator and educational theorist

 C4D is sensitive to local culture

Communication for development cannot be planned from a headquarters in Bern, Geneva or New York.
C4D must always be developed on the basis of the local context, with local resources. In order to
maximize its impact, full use must be made of local methods, channels, traditions and languages. These
are different in each context. Let us take, for example, a campaign against domestic violence. In order to
achieve a sustainable impact, the manner in which the messages are presented and disseminated must
be completely different depending on whether the campaign is implemented in Bolivia, Bangladesh or
Burkina Faso. The ‘How’ is the key to success. The culture of dialogue, the ways of conveying
information, and political sensitivities are different in each context. They may even vary within a single
country, between the city and the countryside, between coastal and inland communities, between
people of different genders, social backgrounds, ethnic groups and religions.

So how do we reach people? Each context has its own local rituals, myths, heroes, ancestral practices
and identification symbols which can serve as points of entry for C4D activities. By referring to them we
show respect for local culture and we place our message in a context of shared values and positive
emotions. If we manage to build analogies between traditional values and the demands of the modern
world, we will be able to foster the trust required for people to adopt new ways of thinking. The
example of Benin shows how a traditional puppet theatre event was effectively used to promote
education for girls.

Culturally sensitive communication makes the most of local resources. C4D built on lo- cal know-how,
with a local flavor, arouses more interest and reflects local sentiment more closely than even the most
sophisticated campaigns designed by renowned ex- parts in a remote metropolis.

What changes do we wish to bring about

Raise Awareness Influence Persuade Motivate

Mobilize Educate Entertain Empower
Recognize Debate Change
Disseminate Influence Persuade