INTRODUCTION
The central reasoning of development communication is that strategic communication
interventions should be used to produce social change. Development communication refers to
using communication to facilitate development in the society. The primary purposes include
fulfilment of basic needs, social transformation and development. J.F. Jamias articulated the
philosophy of development communication, anchoring it on three main ideas, namely purposive,
value-laden and pragmatic; they have become the philosophy that drives development
communication. Nora Quebral, a pioneer in development communication in Asia, expanded
Jamias‟s philosophy and then referred to development communication as, “The art and science
of human communication linked to a society‟s planned transformation from a state of poverty to
one dynamic socio-economic growth that makes for greater equality and the larger unfolding of
individual potentials” (Quebral, 2001). The main purpose of communication for development is
to facilitate the dialogue, horizontal communication, popular participation and empowerment.
The Concept of Development
To develop means to grow, become advanced, to become elaborate, stronger and to be complete.
Something that develops makes progress, it changes; it could become bigger and more
successful. Development involves gradual advancement and a series of changes that lead to
progress (Webster Dictionary) in the society. The process of development involves degrees in
maturation. Even though development may take place, it might not be noticeable immediately.
We notice that children grow and mature but we do not stand by them and see the various parts
of their bodies grow. We simply notice the growth. Development involves the application of new
ideas to practical problems to produce positive change in the society.
The concept of Communication
Human existence revolves around communication. Human beings communicate all the time.
Communication has to do with the transfer of information from one person or group of persons
to another. It involves expression of feelings, thoughts and ideas. Human beings need to
communicate. Even people who are deaf and dumb communicate. The need to communicate is
so important that isolation or solitary confinement is regarded as severe punishment.
Development Communication
The central reasoning of development communication is that strategic communication
interventions should be used to produce social change. Development communication refers to
using communication to facilitate development in the society. The primary purposes include
fulfillment of basic needs, social transformation and development. J.F. Jamias articulated the
philosophy of development communication, anchoring it on three main ideas, namely purposive,
value-laden and pragmatic; they have become the philosophy that drives development
communication. Nora Quebral, a pioneer in development communication in Asia, expanded
Jamias‟s philosophy and then referred to development communication as, “The art and science
of human communication linked to a society‟s planned transformation from a state of poverty to
one dynamic socio-economic growth that makes for greater equality and the larger unfolding of
individual potentials” (Quebral, 2001). The main purpose of communication for development is
to facilitate the dialogue, horizontal communication, popular participation and empowerment.
According to UNICEF (2015), communication lies at the centre of sustainable development.
Communication for development (C4D) has to do with understanding people, their beliefs and
their values. It involves engaging communities to identify problems, offering solutions and
taking appropriate action. Development communication involves a wide range of activities;
examples of which are teaching women how to exclusively breastfeed their babies; working with
boys and men to prevent domestic violence, persuading parents and families to send their
daughters to school, persuading parents to present their children for immunisation, disease
prevention, promotion of modern farm practices and getting parents to register the birth of their
children.
ESSENCE OF DEVELOPMENT COMMUNICATION
Change agents disseminate information to bring about positive change in the society. Daramola
(2014:40) explains that the ultimate purpose of development communication is to facilitate
information exchange that will “engender the cultivation of new attitudes, norms and values”.
According to Anaeto & Solo- Anaeto (2010), in the context of developing nations, development
communication refers to planned communication to eradicate or substantially reduce poverty,
social inequality, unemployment and others. However, stakeholders and beneficiaries of
development programmes need to work together to achieve success. Things ought not to be done
haphazardly. Stake holders should be well equipped to carry out their duties successfully. Both
stakeholders and beneficiaries are involved in the effort to achieve sustainable development.
Many African nations and other Third World countries are still grappling with issues which
developed countries overcame very many years ago. In some cases, problems which should be
tackled with very simple solutions just linger. Some reasons could be ignorance, illiteracy, the
lack of information or the lack of adequate information and poverty. Let us examine some
importance of development communication. Below are some of the essences of development
communication:
a. Provision of Information and Knowledge
Development communication provides information about the challenges in the
environment. Some children for instance, die from malnutrition but their parents who do
not know the cause of death to be malnutrition would blame witches and spirits for their
misfortune. However, with appropriate information, they would know that the children
have not been adequately nourished. Guinea worm, a parasite, and some diseases
troubled members of a particular community for many years due to the dirty water they
drank and washed with. They got water from the only river in the village. A native of the
village who later travelled to a developed country for studies returned to inform the
community that their challenges came from using dirty water from the river, but many
did not believe him. Those who did began to fetch water from the community borehole he
facilitated and became free from guinea worm and other water borne diseases in the
environment. Apart from obtaining information about challenges, people need
information and knowledge about the opportunities available to them. Development
communication is concerned with providing communities with information with which
they can improve their lives. It helps the people to respond appropriately to available
opportunities.
b. Human Empowerment
Communication is used as a human empowerment tool. It is used as a tool to facilitate the
participation of people in development activities. Even though knowledge and
information are essential for people to successfully respond to the opportunities and
challenges of social, economic and technological changes, to be useful, knowledge and
information must be effectively communicated to the people.
c. Making the Development Programmes Understood and Accepted
Development communicators through various organised means explain the development
process and programmes to the people in such a way that such programmes find
acceptance among those who should benefit from them. The people are equipped to take
advantage of the new ideas being offered them.
d. Strengthening the Decision Process
Development communication sharpens the people‟s appetite and desire for better quality
of life, and produces a change of attitude and behaviour, resulting in enhanced quality of
life.
e. Mobilizing the People
Communication enables planners, when identifying and formulating development
programmes, to consult with the people in order to take into account their needs, attitudes
and traditional knowledge. Communication helps the beneficiaries of the development
programmes become the principal actors, to make the programmes successful.
f. Building Consensus
Everyone in a society cannot reason the same way. While some people are working
towards a positive change, others would seem to counter their efforts. Human society is
so heterogeneous and varied that no single issue of public importance goes without
eliciting divergent views and arguments. Development projects, important as they are,
always generate different views and opinions in the society. While some members of a
community would be clamouring for a particular project, some others would reject it out
rightly and work to prevent it. Development cannot occur where there are diverging
opinions and perceptions on what development is. For a development intervention to be
relevant, the people must come together to articulate and prioritise their problems, and
collectively seek solution to them. To do this is to build consensus among the people.
Building consensus is the process that requires trust, transparency and knowledge of the
dynamics of human relationships. The people can then draw up a development agenda
and priorities. Without consensus building, development would not be easy in any
society.
g. Facilitating Intersectoral Collaboration
Noting that communication (knowledge and information) in itself does not lead to
development, Anaeto & Solo-Anaeto (2010) reveal that it is a mix of communication and
non-communication inputs that lead to development. For this reason, development
communication disseminates developmental messages to the people and also facilitates
linkages with government agencies, non-governmental organisations and other
organisations to provide an enabling environment for development to be actualised.
CONCLUSION
Development cannot actually take place without communication, which in itself takes
place at different levels. For instance, change agents have to communicate with the
beneficiaries, government, non-governmental organisations and other agencies.
Beneficiaries of the development programmes have to communicate with one another and
agree that the projects are needed and would enhance their quality of life; a lot of effort
would need to be made at persuading the people to accept the opportunities offered them.
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