Developmental Communication.Pmd
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mathematics HEALTH ENGINEERING DESIGN MEDIA management GEOGRAPHY EDUCA E MUSIC C PHYSICS law O ART L agriculture O BIOTECHNOLOGY G Y LANGU CHEMISTRY TION history AGE M E C H A N I C S psychology Development Communication Subject: DEVELOPMENT COMMUNICATION Credits: 4 SYLLABUS Paradigms of Development Introduction to Development; India’s Approach to Development; Need for Planning in Development; Underdevelopment Revisited; Political & Economical Systems and Development. Development Communication Philosophical Basis of Development Communication; History of Development Communication; Communication and Development; Information and Rural Development; Gender Dimension in Development and Communication; International Agencies: UNDP; UNESCO and NWICO; Agriculture Communication in India; National Agencies: Extension System. Media and Social Development Panchayati Raj System; Role of NGOs in Development; Financial Institutions and Development; Role of Women in Development; Role of Media in Development Communication; Factors of Media Effecting Social Development; the Power of Communication and Information to Social Change; Using Folk Media in Development Programmes; Role of the Press in Development; Power of Radio in Development; Power of Television in Development; Information Communication Technology for Development. Critical Concerns and Social Marketing in Development Communication Understanding Globalization; General Agreement on Tariffs and Trade (GATT); Global Debt and Third World Development; Communication and Social Revolution; Need for an Information and Communication Policy; Introduction to Development Support Communication; Participatory Project Management; Introduction to Social Marketing; the Seven Step Social Marketing Model; Social Marketing & Health Practices. Suggested Readings: 1. Involving the Community: a Guide to Participatory Development Communication, Guy Bessett, IDRC. 2. International and Development Communication: A 21st Century Perspective; Bella Mody, Sage Publications. DEVELOPMENT COMMUNICATION DEVELOPMENT COMMUNICATION COURSE OVERVIEW The social development perspective of communication gave rise to a new field of communication studies-Development Communication. The Development of the individual, group, society, and the nation thus began to receive worldwide attention. Under the new paradigm, communication was no more top- down, dictated or manipulated. The poor received their voice back, those who were in darkness were lit by the light that information brought with it. The lamps that were hitherto forgotten began to be lit. It was voice of the voiceless, power of the powerless, and philosophy of the oppressed. This course enables the students to understand development and underdevelopment in a new perspective from the commu- nication dimension. The power of communication and information to develop people is the key. ii DEVELOPMENT COMMUNICATION DEVELOPMENT COMMUNICATION CONTENT Lesson No. Topic Page No. Lesson Plan v Course Requirement viii Lesson 1 Introduction to Development 1 Lesson 2 Understanding Underdevelopment 8 Lesson 3 India’s Approach to Development 10 Lesson 4 Need to Plan for Development 16 Lesson 5 Underdevelopment Revisited 23 Lesson 6 Political and Economical Systems for Development 27 Lesson 7 Philosophical Basis of Development Communication 45 Lesson 8 History of Development Communication 57 Lesson 9 Information and Rural Development 66 Lesson 10 Gender Dimension of Development 73 Lesson 11 UNDP: United Nation’s Global Development Network 85 Lesson 12 Agricultural Communication in India 98 Lesson 13 Panchayati Raj: Instrument of Political Empowerment of People 107 Lesson 14 Role of NGOs in Development 112 Lesson 15 Role of Media in Development Communication 120 Lesson 16 Factors of Media Effecting Social Development 127 Lesson 17 The Power of Communication and information to Social Change 133 Lesson 18 Role of the Press & Radio in Development 143 Lesson 19 Power of Television in Development 149 Lesson 20 Information & Communication Technology for Development 158 v DEVELOPMENT COMMUNICATION DEVELOPMENT COMMUNICATION Lesson No. Topic Page No. Lesson 21 Understanding Globalization 165 Lesson 22 General Agreement on Tariffs and Trade (GATT) 170 Lesson 23 Global Debt and Third World Development 179 Lesson 24 Need for Information and Communication Policy 193 Lesson 25 Development Support Communication (DSC) 197 Lesson 26 Participatory Project Management 204 Lesson 27 Introduction to Social marketing 213 Lesson 28 The Seven Step Social Marketing Model 222 Lesson 29 Social Marketing for Family Planning 234 Bibliography 243 vi UNIT I LESSON 1: PARADIGMS OF DEVELOPMENT INTRODUCTION TO DEVELOPMENT Objectives : After completing the lesson you are expected Development Defined DEVELOPMENT COMMUNICATION Thinkers based on the paradigms with which they approach this To define development concept have understood the term ‘development’ differently. To differentiate development and growth Some define it as growth, progress, modernization etc. But, To understand the dimensions of development Development is a multifaceted phenomenon and may be understood as political, social, economic, spiritual, emotional, ‘Development’ is perhaps one of the most fiercely debated physical and intellectual. concepts in the contemporary social sciences. The concept is often equated with ‘modernization’, ‘industrialization’, ‘social Generally development is defined as a passage from a lower to a change’, ‘progress’ and ‘growth’, and like these other terms is higher state. Development is essentially maximizing the goods invariably seen as something desirable and positive for society in and services available in a country. Its paucity denotes underde- general, and for the community in particular. Development is velopment. The international encyclopedia (1988) defines seen as absolute, inevitable, and universal; it is promoted as a development as “purposive changes undertaken in a society to laudable goal no matter what the society, the culture, the people achieve what may be regarded generally as a different (improved) and their resources and traditions. state of social and economic affairs.” Development has been one of the ideals and aspirations of all Communication plays a central role in development. The human societies. It has an inherent functional value in raising notion of development is basic to development communica- the socio-economic standard and the life style of the citizens as tion. Therefore, let us begin by examining the term it aims to provide basic needs to all, particularly the deprived ‘development’. It is indeed a multi-faceted and value-laden sections of society. The supreme aim of development should concept, which seems to resist precise formulation. be to improve the quality of life for its citizens and to guarantee Dissanayake (1981) defines development as the process of social social justice. change which has as its goal the improvement in the quality of What is national development? Does it mean the presence of life of all or the majority of the people without doing violence high-rising buildings in some of the cities? Or does develop- to the natural and cultural environment in which they exist and ment mean the scores of Mercedes-Benz cars on the roads? which seeks to involve the generality of the people as closely as Does the mere existence of Western infrastructure constitute possible in this enterprise, making them the masters of their development? own destiny. According to Dr. Adebayo Oyebade, (2001), development Development communication scholars of the 60s, like Rogers means simply the ability of a nation to create a viable political and Shoemaker defined development as: “… a type of social and economic system capable of bringing growth and advance- change in which new ideas are introduced into a social system in ment to a nation. This means sustainable democracy, effective order to produce higher per capita income and levels of living bureaucracy, accountability in public service, social justice and through more modern production methods and improved human rights, and a sound economy capable of providing social organization. Development is modernization at the social better life for the great majority of the masses. In short, systems level (1971). national development means the ability of a state to provide for Deborah Eade defines it as “Development is about women and its people the basic necessities of good living like good health men becoming empowered to bring about positive changes in care, good roads, good education, and so on. their lives; about personal growth together with public action; For the people, the poor economy is manifested in widespread about both the process and the outcome of challenging poverty, deteriorating living standard, poor health condition poverty, oppression, and discrimination; and about the leading to high mortality rate and rapidly declining life expect- realization of human potential through social and economic ancy. justice. Above all, it is about the process of transforming lives, and transforming societies.” The poor economy has also translated into crumbled infrastruc- ture. Power supplies by the epileptic National Electric Power The characteristics of an underdeveloped country are massive Authority continue to be erratic. The same is true of water poverty, social inequality, unemployment, low productivity and supply. Fuel shortage is a never-ending thing in Nigeria, a major increasing foreign debt. All development strategies must aim at oil-producing