Unit 9 Updated

Communication for Development
Unit 9
PREPARED BY : SEUWANDI COOREY
(BASED ON THE NIE CURRICULUM FOR G.C.E. A/L - COMMUNICATION AND MEDIA STUDIES )
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COMMUNICATION AND MEDIA STUDIES FOR G.C.E. ADVANCED LEVEL
2022 REVISION CLASS - BY: MS. SEUWANDI COOREY
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Unit 9- Communication for Development

9.1 Origins and expansion of the concept – Development, Opinions on the
concept of development, New trends in the concept of development
Introduction to Communication for Development –C4D
The term communication for development can be divided into 2 terms.
1. Communication
2. Development
Communication - Use of different types of media for the process of development,

Sharing of information and experience to facilitate development
Development – The process that helps in the betterment of the society, Social and
Economic change for improvement or progress.
Development communication refer to

Communication that can be used for development.
It is about using communication to improve or
change the way of living of citizens of a country.
A variety of mass media are used to change the behavior or change the socio
economic conditions of people.
Development communication is not merely a transmission of information about

how things can be done better by using available facilities. It is much more than
problem solving information.
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It also involves the generation of,
 Empathy
 Raising of aspirations
 Teaching of news skills
 Encouragement of local participation in
development activities.
Today, Development communication is widely used as ‘Communication for

Development/C4D’ . The opinions about the concept has changed over time.
The 2 primary roles of Communication for Development

are,
1) Transforming role – By bringing social change in a

way that it inspires people to aim for higher quality
of life. Here communication is used as tool to
achieve this objective.
2) Socializing role – Maintain the established values of
the society by playing a socializing role. Communication for development
tries to build an atmosphere so the planned or proposed changes brought
about by keeping the social fabric of the society intact.
Radio, TV, Newspaper can play a proactive role in helping communication for
development to fulfill this primary role.

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Role of Media in Development according to Wilbur Schramm are
1. To inform – Information is power. For the development of the society,

correct social, economic and political influence is important. Media helps
the people to be aware about important national and international
development issues. It also helps them to understand the various obstacles
in the process of development.
2. To instruct - This is done by developing basic skills among the people. Mass
media play an important role in this. Mass media can instruct and educate
people. Projects like ‘Mahaweli Development Programme මහවැලි
සංවර්ධන වැඩසටහන, which is known as the largest multipurpose national
development program in the history of Sri Lanka is an example for how
media was used to instruct people and educate them, and teach the basic
skills. These basic skills help people to develop or improve their standard of
living.
3. To participate – All development activities are based primarily on people’s
participation. Voluntary and continuous participation of the citizen’s of the
country is necessary for continued
development. Debate and discussion
help people to know about current
issues, participate in development
programmes and bring about a
change in the society.

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The content in communication for development must be designed keeping in

mind the target audience of the message. A lot of importance on feedback for
successful communication for development for development is required.
Feedback helps to identify whether or not the message is meeting the purpose of
the development activity or not.
Modern communication technologies can be used to multiply the development

message and reach a wide heterogeneous audience.
Communication for Development,
 Determines the needs of the people and give credibility to the expression
of those needs
 Provide the citizens sufficient access to the communication system to serve
as effective feedback to the government concerning its development
goals
 Provides horizontal and vertical communication at all levels of society
 Use communication channels through which people of all levels of society
and in all regions and localities, can communicate with one another to
accomplish coordination necessary for both resources, development and
human development.
 Provides local community support, cultural preservation
 Helps in raising people’s awareness about development projects and
opportunities and help foster attitudes that contribute to development and
motivation

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What is Development?
The origins and the expansion of the concept ‘Development’
The concept’ development’ was built following the industrial revolution of the
1800s. According to the concept of development, development was considered
as the increase of agricultural and industrial production and per capita income
of a nation.
Development is mainly understood as reaching a better life standard. After World

War II many western countries attempted development. They tried to reach
development by improving human and physical resources of their countries. But
moral development was also considered as important areas to gain holistic
development. Therefore no country ever has ever been labeled as a fully
developed country.
After the Industrial Revolution economically developed countries set many

development plans and put them to practice. These development plans worked
for some countries but failed in some countries like African and Asian countries
which were used to traditional social systems.
From there onwards up to 1900 world social communities sub divided the term
Development in to 3 categories
1. First World Countries – Capitalist democratic nations such as USA, UK,

Canada, West Europe, These countries had a trade economy with higher
a GDP – Gross Domestic Production
2. Second World Countries – Countries of the Soviet Union with a communist/
socialist ideology. Ex: Soviet Union, China, Cuba
3. Third World Countries – The countries which did not belong to the above
two categories were considered as third world countries. Africa, countries
of the Indian Sub-continent, East Asia and Saudi Arabia. These countries
had poor industrial structure and often had a lower GDP. They had varied
political structures.

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 The term “First World” refers to so called developed, capitalist, industrial

countries, roughly, a block of countries aligned with the United States after
World War II, with more or less common political and economic interests:
North America, Western Europe, and Australia.
 “Second World” refers to the former communist-socialist, industrial states,
(formerly the Eastern block, the territory and sphere of influence of the
Union of Soviet Socialists Republic) today: Russia, Eastern Europe (e.g.,
Poland) and some of the Turk States (e.g., Kazakhstan) as well as China.
 “Third World” are all the other countries, today often used to roughly
describe the developing countries of Africa, Asia and Latin America. The
term Third World includes as well capitalist (e.g., Venezuela) and communist
(e.g., North Korea) countries, as very rich (e.g., Saudi Arabia) and very poor
(e.g., Mali) countries.
In the Language English Development is defined a ‘Unfolding’ or ‘Growth.’
Development is also defined as “Change for the betterment out of an existing

situation.’
 The term Economic development used by Economists and Politicians in the

20th century was defined as positive growth in per capita income, national
income and economic welfare.
 The subject Development communication emerged in the 1950-1960s. as

Development Communication, Development and Communication and
Developmental Communication are some term used for it from its origin.
The original idea of development communication is to use mass media and other
communication means of a country fornational development.
National Development includes the development of the following areas,
 Social Development
 Cultural Development
 Moral Development
 Economic Development
Economic development was considered the most important out of them.

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 It also includes development in the areas of Education, Health,

Environment, and Political.
Out of the above prominence was given to economic Development.
 The first scholar to identify the importance communication in national

development of third world countries is Wilbur Shramm . He showed the
importance of opening access to information and pathways to knowledge.
 Development Communication included information dissemination,
education, social marketing, social development, media development
and social growth.
 The early development communication activities followed the TOP DOWN
HIERACHY as introduced by western scholars. This is known as the
westernization model.
 The concept of development communication had to be redefined due to
exploitation of wealth, growth of social injustice, militarization and the
growth in environmental pollution. These issues didn’t do any good for the
third world countries.
 Because the modernization programmes for Latin America failed,
development scholars of the time had to change their assumptions about
development communication. Hence the old theory of development
communication was highly criticized.
 The relationship that the western world maintains with the third world was
identified as exploitation and dependency based economic relationships.
 Based on these factors, the newest theme was ‘third world countries finding
their own path which could fulfill an advantageous role in their
development’.
 To fulfill this need the new concept ‘Communication for Development’
came forth.
 Communication for Development is a term with a wider meaning which
refers to all types of communication that should be done in the society to
gain sustainable democratic development.

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Defining Development:
 “Development is a reduction or elimination of poverty, inequality and

unemployment.” – Dudley Seers (1969)
 “Development is the development of the people (Human Development)
and not the development of things.” – Edgar Owen (1987)
 “The total development of the society includes mental, spiritual and
material needs.” – Mahathma Gandhi
Defining Development Communication –
 Communication for development stresses the need to support two-way

communication systems that enable dialogue and that allow communities
to speak out, express their aspirations and concerns and participate in the
decisions that relate to their development.
– United Nations General Assembly 51//172, 1996
 …a social process based on dialogue using a broad range of tools and

methods. It is also about seeking change at different levels, including
listening, building trust, sharing knowledge and skills, building policies,
debating and learning for sustained and meaningful change. It is not public
relations or corporate communications.
– Rome Concensus from the World Congress on Communication for Development
 Silvio Waisbord’s 5 Key Ideas in thinking and practicing development

communication:
1. The centrality of power,
2. The integration of top down and bottom-up approaches,
3. The need to use a communication ‘tool-kit’ approach,
4. The articulation of interpersonal and mass communication,
5. Incorporation of personal and contextual factors.
(Media and Global Change, Rethinking Communication for Development, Hemer, Oscar,
2005, Chapter 4, Five Key Ideas : Coincidences and Challenges in Development
Communication, Silvio Waisbord)

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 Accroding to Sirinivas Melkote, Communication for Development is,

1) Providing solutions for human social issues through critical theories
2) Understanding that the history of mankind is a process
3) Reaching the deliverance of the third world countries through religious
bonds
4) Developing the relationships based on communication and social
structures
5) Understand that the way in which communication could be developed and
how such suggestions could be used are only mechanical questions. The
solutions cannot only be drawn based on such questions.
(Sirinivas Melkote, H. Leslie Stevens. Communication for Development: Theory and

Practice for Empowerment and Social Justice – 2015
 Communication for Development is communication within contexts of

articulating global and local processes of social change.
- Malmo University – Sweden
Opinions on the concepts of Development and Communication for

Development
As explained above because of the continuous influence of world politics,

economy and communication it is difficult to have a comprehensive
understanding of the meaning of human development.
One of the opinions is that European and Western Countries, when attempting to
gain political and economic transformation tend to use development as an
authoritarian tool over developing countries,
There are worldwide issues emerging continuously related to human rights in

health, economics, education and other important sectors. Most of the
development strategies used by developing countries are proven to be
unsuccessful.
Meanwhile developing countries still attempt to adapt and imitate western

development strategies without any knowledge of the limitations and
estimations of the available resources within their contexts.
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Reasons such as the above had proven old development strategies are no longer
successful in the context of developing countries. They needed to have a new
approach and attitude about development and use unique models of
development suitable to their contexts without knowingly or unknowingly
imitating western development models.
Opinions on the concept of Development
The concept of Development has evolved over time,
The first phase (1950-1970)
 During the early stages American Social Scientists introduced the top down
method of development according to the theory of modernization. However
this theory has changed over time.
MODERNIZATION THEORY
 The Advent of MODERNIZATION theory, based on the question ‘why some

countries despite of their riches do not arise to the level of modernization?’
gives the diffusion of capitalist values as a solution to gradually eliminate
poverty and the stream of communism.
DEPENDENCY THEORY
 During 1950s the researches held in Economic Commission for Latin America
and Carribean - ECLAC, brought forth Dependency Theory. The theory
proposes the view that the less developed countries in order to be developed
should depend on the economy of the more developed countries.
The mid Phase ( 1970- 1990)
As a new approach of the concept of development, Everett M. Rogers

introduced ‘Diffusion of Innovation’ theory in 1962. This theory underlined the
questions regarding the extent to which technology could be utilized, how it
could be utilized and for what purpose it could be utilized.
Rogers too paid attention to the role of media channels and how they could be
made use of in order to transfer development messages to masses. According to

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Rogers, to socialize the mindset for development, attention should be paid to

modernization, communication channels, time and social systems.
The present context (1990- up to now)
The New World Communication Order (NWICO) has emphasized Communication

for Development as a chief driving force.
Through that the old concept of development communication was criticized and
alternative approaches to development was seek out. Power and culture were
incorporated to development communication.
Empowering,
 Information approach
 Open access to knowledge
 Strategic communication
 Participatory communication
 Culture
 Media information
 Communication infrastructure and technology
Were considered in this new approach to development.
- Two way communication
- Horizontal communication methods
- Listening to the public
- Debates and discussion
- Counselling for stakeholders
- Participatory radio broadcasts
- Video programmes
- Community based drama and stories
- Web societies
are also included in this approach.
Communication for sustainable development C4SD, Information and

Communication Technology for Development ICT4D became huge part of
development communication.

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Information and communication technologies for

development (ICT4D) refers to the application
of information and communication
technologies (ICT) toward social, economic, and
political development, with a particular emphasis
on helping poor and marginalized people and
communities. It aims to help in international
development by bridging the digital divide and providing equitable access
to technologies. ICT4D is grounded in the notions of "development", "growth",
"progress" and "globalization" and is often interpreted as the use of technology
to deliver a greater good.
Communication for development has thus come

to be seen as a way to amplify voice, facilitate
meaningful participation, and foster social
change.
Communication for Development is a social process

based on dialogue using a broad range of tools and
methods. It is also about seeking change at different
levels including listening, building trust, sharing
knowledge and skills,
building policies, debating
and learning for sustained
and meaningful change'. It involves two way
horizontal communication.
The term development communication was replaced by the new opinion

Communication for Development. Through this prominence was given to
communication as well as development. According to the new opinion
Communication for Development C4D Information is collected from rural
communities according development policies and activities Designing
suitable techniques and executing them and the encouragement of social
dialogue.

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C4SD recognizes that communication processes often reflect power relations and
aims to address this by enabling people's capacities to understand, negotiate
and take part in decision-making that affects their lives.
Assessment:
1) Explain the origins of the concept of Development.

2) Explain the origins of the Concept of Communication for Development.
3) Explain the importance of Development Communication for the Sri Lankan
context.
4) Write an essay based on communication for development necessities in
your area.
First identify one issue in your area.
Second state the importance of communication to solve that issue.
Communication for Development (ComDev) is a key driver in agriculture and

rural development. It is a results oriented communication process based on
dialogue and participation, that allows rural people to voice their opinions,
share knowledge and actively engage in their own development.
Through a broad range of methods and tools, including local media and ICTs,
Communication for Development can maximize the impact of development
initiatives, fostering multi-stakeholders dialogue, informed decision making and
collective action.

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9.2 The Nature of the Concept of Development

The nature of modern development lies on the concept Communication for
Development. Communication for Development C4D grew as a sub category of
the process of development along with modernization and industrialization for
more than 50 years.
The main objective of this concept is to use communication for development in

geographical, cultural, social and economic contexts in different dimensions.
The millennial goals of the United Nations provides new perspectives about global
development issues with new development strategies and new communication
approaches.
United Nations introduces 4 communication approaches to inter connected

development.
1. Communication for behavior change

2. Communication for social change
3. Communication for regulation
4. Communication for ecological balance
Following are some important topics about Communication for Development
1. People - Centeredness
People centeredness focuses on identifying united approaches which are
centered on people.
It is an opportunity for people to voice their opinions. Through this their skills are
improved towards their wellbeing.
People centered protection includes also the protection of individuals.
People centered may also be known as a means by which the necessities of the
people could be gauged by the people themselves that enhance the skills of
people
and the betterment of the communication in the given context.
By people centered concept an underlying sense to the protection of the
individual also are taken into consideration.

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A people centered, communication for development principles could be
presented that go as follows:
1. The promotion of a better existence, people centered supportive measures,
and laying emphasis on the same.`
2. Sharing and participation
3. Sensitivity towards social/cultural pluralities.
4. Raising the qualitative factors in the relationships with the users of mass
media.
5. Gauging the responses of the individual in the process of people centered
communication measures
6.Continous personal relationships
7. Rights and responsibilities
Being responsible for the development of communities throughout their life span,
identifying the issues and giving solutions to them and the management of
communities belong to people centeredness.
2. Localization
This refers to Development of a country in a suitable to its own context.
The main ideas discussed under the topic localization are,

 Implementation of rural development activities.
 Reducing poverty
 Solving issues related to economic development
Localization includes the active participation of rural communities in,
 Prohibiting land degradation and desertation,
 Protecting rainforests,
 Managing water resources and
 Protecting bio diversity.
Localization is process of development carried out in a country by its own people
according to its social, economic and cultural features.

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3. Building Social relationships and Equality
Social Relationships-
Creating one’s own activities for the benefit of the social relationships, and the
understanding of what others perform as the role of members in a social order,
the interactive measures in social relationships, the assessments, the reliefs and
playing the role of the meaningful catalyst make factors that lay in the social
relationships.
Equality –
Equality in the power of democracy. This gave way to the18th century French
revolution and American liberty movement. In the contemporary context equality
to be accepted as the all acceptable norms by all social orders.
Through equality, the inequalities of all types could be removed, the unfair
beneficial measures could be removed, special privileges could be removed,
and the skills of people could be taken into consideration as the basic human
factor that is necessary for the betterment of life.
Features lying in the building of social relationships and equality
1. Lack of special human rights
2. The existence of equal situations for development
3. Fulfilment of the basic necessities
4. Avoidance of social class divisions
5. Bringing about changes on justifiable grounds

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4. Poverty reduction
In the 1990s the central focus on international development thinking is the

reduction of poverty. Therefore in all development plans and programmes
poverty reduction holds a prominent place. Poverty is one of the main
challenges the world is facing today.
For poverty reduction,
- Sustainable livelihood, opportunities for enterprises, developing fruitful wealth

capacities.
- Supplying universal approaches for basic social services.
- Supportive measures to be taken to help those who cannot stand on their own.
- Empowering the organizations that are beneficial for those who are poverty
stricken.
- Helping the women who are caught in the inequality web due to poverty.
- Developing more communication capacities towards development goals in
order to alleviate poverty, and to obtain international supportive measures.
5. Participation of people in policy making
This refers to gaining of better understanding about each individual issues and
providing opportunity for them to share information, experiences, knowledge,
ideas, aspirations, expectations, fears and values. By allowing this kind of
participation people can intervene with policy making.
For that,
- More effective media other than the state owned media could be perhaps
utilized.
- In this directions the impediments created by capitalism and Feudalism could
be lifted in order to create a better ownership of resources on the part of the
ownership of the public.
- Lay emphasis on the basic necessities of the common man, in order to bring a
mass scale production venture.
- In an economically backward country the development could be brought at
by alternative measures but by the people of that country.
- Measures should be taken to utilize new technologies in order to fulfil its
people’s development projects.
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Assessment:
1) Explain how communication should lead the way in development attempts.

2) State how modern technology can be used to eliminate social behaviours
which are not suitable for development.
3) Draw up a communication network plan to reduce poverty related issues
in your area.
9.3 Communication necessities for development

Communication needs for development stresses the importance of the following,
a. Educating the people about their own needs and providing them pre-
knowledge about them
b. Providing alternatives to implement change
c. Problem solving
d. Working together
e. Planning for sustainable development
f. Gaining knowledge and skills needed to improve the life standards of
people
g. Institutional effectiveness
It is important to know how some of the world organizations has taken an interest
in communication for development and its necessity
(1) The FAO- Food and Agricultural Organization pay attention to three areas
in development for communication in its functions.
i. Utilization of communication technology to help build a climate of
opinion building for food preservation and innovations as regards
agricultural innovations.
ii. Implementation of community based rural broadcasting systems.
iii. Implementation of community based resource management and
climate condition.

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(2) UNESCO – (United Nations Education, Science and Cultural Organization)

Empowerment of persons in order to build the social structure for justifiable
measures, and the dissemination of information most suited through
communication force.
UNESCO guidelines for Communication for Development
- Building up of a climate suited for its acceptance changes and the participatory
ways.
- Priority stream of men and women
- Justice, plurality, and patience building.
The following factors too are included in these guidelines

- Building up of a media culture that enhances open, free forum based dialogue,
and the pluralistic form of opinion formation.
- Building up of a system of ruling that enables public speaking efforts, allowance
of a transparency in views, etc.
- A public advent into various forms of communication forms.
The following are also included in the UNESCO communication guidelines

provided above,
 A system of media culture which allows open discussions, independence
and pluralistic opinion formations
 Building up of a system of ruling that enables public speaking efforts,
allowances of a transparency in views. Etc.
 A public advent into various forms of communication forms

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1. Media quality
This refers to the attempts made in order to improve the media in the society
aiming Media quality.
The role of improving media quality is fulfilled by supporting independent and free
media through opinions based on liberal and democratic media.
This also includes media ownership and the freedom of expression about media
transparency.
“Media quality” may lead to, media education, health benefits, disaster reliefs,
rejection of corruption, empowering the minority rights, and other objectives that
are linked to human existence. The projects known as usage of technology for
development (ICT4D) could be implemented
2. Enhancing participation and interpersonal relationships
In the process of enhancing the participation, and interpersonal relationships,

there is a necessity to strengthen the levels of discussions, as well as group
participation, and leadership and advisory capacities, and eradication of
standards laid on the imbalances in female participation in development. This will
leads to an alternative form of promotion in participation.
 Engaging in participatory communication programmes

 Obtaining the community participation of members in order to bring
about positive changes sensitively.
 Implementing sensitive programmes in a cultural context, interlinked with
women and girls
 As far as possible the need for the supervision and assessment of
participatory programmes and furnishing the results of way of writing and
assessment.
 Making use of a gradual majority in the process of participatory based
Communication

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3. Compiling essential humanitarian information
This refers to the basic needs of the humanity and the human values which are
necessary to foster the same. People constantly make decisions, and mostly
depend on the formulation of those decisions, in their day to day existence.
People fulfil their needs in a diverse ways. Basic needs include such aspects as,
food, air, water, sexuality, protection, identity, culture, heritage and adhering its
values and honouring them.
As such certain information on those issues should be disseminated to the society.

AS a result of humanism and human quality development and bonds are
promoted under this necessity of communication for development.
This approach refers to the development of humanity and human values.
Intervention for reform: conflict resolution and reconciliation
Reforming existing law and constitution and introducing new laws, and the
involvement of the public in such processes is essential. These interpret the
responsibility of the governments. This means the strengthening of the resolution
and reconciliation. The intervention of the people of a country in all its
reformations is essential. This is linked to unity and coexistence.
Reconciliation is linked to several forms.
Equality: The need for equality in all matters in the life is stressed. Man as regarded
as a dignified being as a citizen and as a universally accepted citizen. The
decisions they take are regarded as opinion formulated upon equality.
Institutional integrity: Active support should be obtained from political, business,
and community fractions, in order to bring about reform related to institutions.
Reconciliation: The factor rests as a needful factor in relation to culture, heritage
and national identity.
Conflict resolution: The finding of solutions pertaining to racial disputes among
two or more creeds. These conflicts may arise out of present disputes monetary
matters political and / or other matters. The conflicts could be settled by means
of discussions.

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Discussion for conflict resolution involves the following – (Steps in conflict

resolution)
1. Understanding the conflict
2. Communicating with the opposition
3. Presenting suggestions
4. Choosing the best suggestion
5. Third party mediation
6. Finding alternatives
Global Development
Global Development wide concept of international level development. It is a

method of managing the reasons for differences in global development and the
management of global differences through sustainable development.
Spreading the issues related to technology, innovations, business dealings,

society, culture, politics, commodities, services, and the human explorative
measures.
On interpreting the environmental factors related as global, measures have to

be taken.
DEVELOPMENT PROJECTS
The objective is to design and plan a important project on a subject area in

development, in order to get a basic understanding.
• Communication for rural development includes projects on child welfare, family

welfare, issues pertaining to nutrition and other allied social issues that strengthen
the welfare of the community.
• Planning and humanistic activities related to human behaviour, and the

understanding of various changes in the social order.
 Further emphasis is laid on the understanding of development strategies.
• Participatory communication as a means of understanding the children, their

family backgrounds, and the community at large.

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 Further more this too lays emphasis on agricultural and rural development
projects and the way to enhance the planning process of programme.
Ex : Making use of garbage in the province, the village and/or other places in
order to raise funds for schools development.
The steps to report on projects that lead to communication for development
1. Understanding the starting reason for communication
2. Planning the work leading to communication for development purposes.
3. Detailing communication activities leading to development.
4. Deciding the suitable communication methods.
5. Estimating the expenses
• Visits to the relevant groups in order to plan the communication for

development process, Thereby to collect relevant material, and to plan the
implementation and to train the relevant groups
9.4 Expectations of Communication for Development

Communication expectations for development:
 Needs centeredness
 Self-determination
 Self-confidence
 Building a better environment
 Participatory Democracy
Communication Expectation for Development
 Communication for development highlights the areas of expectations that

interrelates to go as culture, media, communication.
 In this context, exploration is carried on in all global as well as indigenous
methods. It is expected that these communication expectations include
such factors as information flow, education, changing behaviour patterns,
social enterprises, media ethics.

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 In this context the community participation and people’s expectations are

made to fulfil as active procedures in development.
 Need centeredness
This refers to using communication for development in fulfilling basic human needs
such as public health, nutrition, sanitary services, human rights, living standards,
and its use of media democratically as a need fulfilment.
 Self Determination
Development projects aiming to develop self-determination, psychological

interpretation of self, training to control one’s self, and strengthening self-
motivation are discussed here. It is the people who are responsible for the
understanding of themselves and their needs via psychological and/or other
means.
Self determination is an interpretative psychological measure, that allows to
create a determination for oneself.
Self determination is considered as a good formation of oneself that could be

categorized as follows.
a) Self willed: the necessity to be free willed depending on one’s own decision
making.
b) Skills: One’s knowledge, skills have to be developed.
c) Links: One has to think as to the extent to why one person has to link himself
or herself to another person.
 Self Confidence:
This is trust being built upon development necessities by examining internal and
basic things related to a development activity.
Self-confidence is important in understanding the significance of long term social,

political, economic growth and productivity.
How do forces which supply facilities of productivity and development function?

What are the mechanisms which neutralizes development trends in stable
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countries? How can forces of capital and knowledge be activated? How to dig
out economic strategies hidden in social systems? are some questions asked by
individuals in a community.
Hence developing a clear understanding and trust about development by

individuals is self-confidence.
 Building a better environment
This mainly refers to ecological balance. It is the building of an environment which

is healthy, pleasant and balanced.
Ecological balance comes through the availability of safety, existence and food
supply for all animals/beings.
Photosynthesis leads to the development of a healthy environment. It stabilizes

the coexistence of all beings and plants.
Elimination of exploitation of resources and destroying forests are human activities

which are emphasized in this. Elimination of such leads to ecological balance
stabilizing the existence of all beings. Climate changes can be controlled through
tree planting projects and elimination of destroying forests.
Natural Disaster Communication is also an important area under this topic.
 Participatory Democracy:
This paves the way for the conscious feeling on development as a group feeling.
The development of the electronic technology too is underlined.
Like minded individuals enhance developmental projects as successful measures.

This ultimately proceeds to the link of virtual communication.
• Instead of a hierarchical level decision making, as an old rule, a communication

balance of a new paradigm is entered democratically.
• In the direction the citizens get to know each other mutually
• Interaction takes place in the frame of mind
• In this manner as a result of the form of communication the citizen takes up to

a better development forum.
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Assessment:
1) Identify an issue in a rural area. Plan a development project to develop this

area to overcome that issue.
2) Plan a development communication project to reduce poverty in your
area.


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Communication for Development

Unit 9- Communication for Development

Introduction to Communication for Development –C4D

The term communication for development can be divided into 2 terms.

Communication - Use of different types of media for the process of development,

Development communication refer to

Development communication is not merely a transmission of information about

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It also involves the generation of,

Today, Development communication is widely used as ‘Communication for

The 2 primary roles of Communication for Development

1) Transforming role – By bringing social change in a

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Role of Media in Development according to Wilbur Schramm are

1. To inform – Information is power. For the development of the society,

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The content in communication for development must be designed keeping in

Modern communication technologies can be used to multiply the development

Communication for Development,

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The origins and the expansion of the concept ‘Development’

Development is mainly understood as reaching a better life standard. After World

After the Industrial Revolution economically developed countries set many

1. First World Countries – Capitalist democratic nations such as USA, UK,

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 The term “First World” refers to so called developed, capitalist, industrial

In the Language English Development is defined a ‘Unfolding’ or ‘Growth.’

Development is also defined as “Change for the betterment out of an existing

 The term Economic development used by Economists and Politicians in the

 The subject Development communication emerged in the 1950-1960s. as

National Development includes the development of the following areas,

Economic development was considered the most important out of them.

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 It also includes development in the areas of Education, Health,

Out of the above prominence was given to economic Development.

 The first scholar to identify the importance communication in national

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 “Development is a reduction or elimination of poverty, inequality and

Defining Development Communication –

 Communication for development stresses the need to support two-way

– United Nations General Assembly 51//172, 1996

 …a social process based on dialogue using a broad range of tools and

– Rome Concensus from the World Congress on Communication for Development

 Silvio Waisbord’s 5 Key Ideas in thinking and practicing development

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 Accroding to Sirinivas Melkote, Communication for Development is,

(Sirinivas Melkote, H. Leslie Stevens. Communication for Development: Theory and

 Communication for Development is communication within contexts of

Opinions on the concepts of Development and Communication for

As explained above because of the continuous influence of world politics,

There are worldwide issues emerging continuously related to human rights in

Meanwhile developing countries still attempt to adapt and imitate western

Opinions on the concept of Development

The concept of Development has evolved over time,

The first phase (1950-1970)

 The Advent of MODERNIZATION theory, based on the question ‘why some

The mid Phase ( 1970- 1990)

As a new approach of the concept of development, Everett M. Rogers

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Rogers, to socialize the mindset for development, attention should be paid to

The present context (1990- up to now)

The New World Communication Order (NWICO) has emphasized Communication

are also included in this approach.

Communication for sustainable development C4SD, Information and