I) Introduction
•Communication for development: « the systemic use of social system’s communication resources to stimulate, promote, and support human development. »
•Communication for development strategies: public awareness campaigns, community mobilization, folk media, social marketing, entertainment-education, and advocacy.
•Objectives of communication for development: improve people’ s conditions, promote good governance through people’s participation.
•Purposive communication: « the deliberate use of a social system’s communication resources to encourage individual and collective movement in a preferred direction. » This is not a new practice.
•It should « operate in accord with ethical principle. »
•The importance of speech and language in the sharing of information and achieving common goals.
•Additional communication capacity with the invention of writing, printing, and mass communication.
•The importance of mass media in educating people either formally and informally.
•The general idea of the chapter:
The work of the international development community in the field of
communication for development.
The end of WWII and the creation of the UN gave rise to such contemporary development practices.
II) Post World War II Realities
•The devastating human conditions after World War II
•Development challenges after World War II
•Marshall Plan was a successful module for the reconstruction of Europe, but not with similar success to the other parts of the world
•Development aid become an important item on the international relations agenda.
•Gerald Meier & Dudley Seers point out that major capitalist countries feared that if there was little social progress, former colonies might fall under the communist domination
•In the early postwar years, development projects emphasized the transfer of technologies and techniques to industrialization
•After World War II, the United States and the Soviet union emerged as dominant powers which resulted in the following:
•Using economic, military, & political power to achieve national interests (national security & expansion of spheres of influence.
•The creation of the UN was a mechanism to prevent war and to coordinate the international community’s response to (Poverty, want, fear, ignorance, and disease)
III) What is Development?
•Development is recognized as “a complex integrated, participatory process, involving stakeholders and beneficiaries aimed at improving the overall quality of human life through improvements in a range of social sectors in an environmentally responsible manner”
- Stakeholders are:
National Government, Politicians, International agencies (USAID, private sector, nongovernmental organizations, an cultural leaders). Stakeholders have the power to hinder the implementation of development projects.
•The following is a list of the main development challenges facing humanity:
Elimination of poverty, provision of adequate housing, access to health & lifelong education, food & nutritional sufficiency, functioning physical infrastructure, access to the means of communication and participation in the democratic governance of the society etc. - Everett Rogers, an influential theorist of the field
•Several forces have influenced the evolution of the field of communication for development.
1- Growth of capitalism
2- Advances in communication technologies
3- The ideological rivalries between the United States and the Soviet Union.
4- The nature of challenges faced by the colonies.
•The evolution of the field of communication for development was the influence of changing development paradigms and advances in communication theory.
•Theory in the field of communication for development has been influencial in mapping the scope and nature of development challenges.
•Most of the theories that guided the practices of communication for development emerged out of modernization paradigm.
•Paradigm: is an overarching body of thought whose core assumptions are subscribed to by all who work under its rubric.
The Modernization Model
•Scholars have referred to three development paradigms:
•Modernization model
•The dependency paradigm(dependency critique)
•The alternative paradigm (another development, or the participatory model)
•Main dominant discourse on development: modernization through capitalism and communism
•Modernization perspective held that human society progresses in a linear fashion from traditional societies to modern ones.
•Traditional society: predominantly rural,maintain status quo, culture practices, and are against capital as a form of wealth.
•Modernization society: involves materialism, consumerism, and evolution of change. - Theorists of broadcasting in Develoment Process
•Daniel Lerner (1958)
–Voice of America in the Middle East
–Broadcasting to serve as a “psychic mobilizer”, preventing adoption of Soviet ideology
•Wilbur Schramm (1964)
–Broadcasting in nation building
–Key in constructing national identity
•Everett Rogers (1962)
–Most well known for his work on diffusion theory
–Describes process which new innovations are diffused in a society
Another Development
•There is a new perspective on interdependence and a call for increased global cooperation to deal with the global development crisis.
•There are three important pillars for the new perspective on development
–Development should strive to eradicate poverty & satisfy basic human needs
–Priority should be given to “self-reliant & endogenous change processes”
–Development should be environmentally responsible - Social Marketing
•Is the application of commercial marketing ideas to promote and to deliver pro-social interventions
•Central to the social marketing approach is harmonizing the four essential elements of the social marketing
–Price
–Product
–Promotion
–Place - Entertainment Education
•A systematic embedding of pro-social educational messages in popular entertainment format
•Addresses a wide range of development challenges including
–Agricultural improvement
–Adult education
–Domestic violence prevention
–Family planning
–HIV/AIDS prevention
→ Exp: Soap opera, theatre, etc
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