Name: Carl John L.

Griño Course: BA Communication – Broadcast Journalism

Teacher: Ms. Opalyn Jill Reyes Date: May 08, 2021

Assignment #3: Essay

Direction: Please elaborate your understanding on the idea, "Development Communication is
purposive communication, it is value-laden, and it is pragmatic."

The world is changing over time. And as a matter of fact, it negatively affects the people in
the lower part of society. The arrival of development communication helps the poor or third world
countries to adopt development approaches from the Western world. These are practices or
programs, which assist for improvements in different areas of concern. Communication has been
recognized as a powerful tool in resolving societal problems. It is a medium that counters social
issues to realize social progress. Development communication, like other academic disciplines,
has values that guide professionals to utilize all possible strategies. What exactly are these values?
And why are these regarded as significant aspects of development communication?
Development Communication revolves around the three major values, namely; it is purposive
communication, pragmatic, and it is value-laden. First, it is purposive because this academic
discipline sets desired outcomes to realize the objectives/goals of a specific activity or program.
Besides, it does only intend to inform. But also to influence the community to participate and
promote public programs. These programs vary in different areas (purok, barangay, or city)
depending on the existing problems that hinder social development.
Second, development communication is pragmatic or a realistic approach. Since development
communication practitioners deal with real problems, then it needs actual yet sustainable solutions.
They constantly evaluate their actions to check if their programs/activities have been successfully
implemented or need improvements. Moreover, it is also called a results-oriented approach. It
means that the factors that contributed to the project's success or failure must be considered to
improve society's economic and social growth.
Finally, the third one, development communication, is value-laden. Development
communication experts, government officials, organizations, and individuals who have the power
to influence must be careful about the messages they relay to the public. It is because the
information coming from them has an attached value. Once information is not clearly conversed
by an authority or unconsciously delivered an erroneous statement, it could lead to a serious
problem. Development is not a one-sided concept. Besides, people have different perspectives on
how development can be accomplished. Thus, authorities must be critical of the information they
disclosed to the public to achieve the desired social development and avoid worsening the problem.
To conclude, the three ideas presented play a vital role in social development. By
understanding the purpose of development communication, including its values, will significantly
help practitioners/experts. It will help them develop sustainable programs for a specific issue. And
since development communication audiences are more specific, often focusing on marginalized
sectors, programs must be carefully planned. Furthermore, social development specialists have to
bring comprehensive strategies that will encourage the locals to participate.