Development communication
From Wikipedia, the free encyclopedia
Development Communication refers to a spectrum of communication processes, strategies and principles within the field of international development, aimed at improving the conditions and quality of life of people struggling with underdevelopment and marginalization. Reflective of the field’s historical evolution, Development communication is characterized by conceptual flexibility and diversity in the application of communication techniques used to address the problems of development. Some approaches in the “tool kit” of the field include: information dissemination and education, behavior change, social marketing, social mobilization, media advocacy, communication for social change, and participatory communication.
[edit] History of Field
The term "Development Communication" was coined by Nora C. Quebral, a professor at the University of Philippines Los Baños (UPLB).
Development Communication in practice is a relatively new phenomenon. One may argue that it existed right from the beginning of human history, just didn't have a name such as this. Truth is it has never existed before 1970's as a discourse.
It has also suffered a lot in the hands of people and institutions who have, mistakenly, thought Development Communication is promotion of development, 'a different kind of public relations', best achieved through a host of products like videos, newsletters, case studies etc. In reality it is inseparable from any real development effort, it is part and parcel of any development agenda.
The definition used by DFID Bangladesh and offered by its Communications Adviser Minhaz Anwar is: 'development communication is a process that multiplies the outcome of any development efforts but does not cost an additional pence'.
Note that this definition describes Development Communication as a 'process' as opposed to a 'product' or 'products' like posters and newsletters. This definition also talks about development outcomes, not just employing some traditional tools for development.
Amongst the institutions and organisations in the current world very few employ development communication in this way. World Bank and DFID are exceptions.
[edit] External links
I think, Development Communication needs a cost inputs and so I am not agree with what DFID communication person said. However every aspect of Communication has a cost factor. DFID and World Bank has huge budgets fro their 'Communication' plans
