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Understanding Development Communication

This document outlines development communication, including its meanings, features, and strategies. Development communication aims to transform countries and people from poverty to economic growth through education and inspiring people toward development goals. It uses two-way communication to understand peoples' needs and interests. Key features include being goal-oriented to achieve intended results, pragmatic by measuring outcomes, and people-oriented by addressing their social issues. The main strategies are advocacy to influence policies, communication to raise awareness, and social mobilization to engage stakeholders and demand programs to reduce poverty and inequality.

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Christine Dirige
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37 views20 pages

Understanding Development Communication

This document outlines development communication, including its meanings, features, and strategies. Development communication aims to transform countries and people from poverty to economic growth through education and inspiring people toward development goals. It uses two-way communication to understand peoples' needs and interests. Key features include being goal-oriented to achieve intended results, pragmatic by measuring outcomes, and people-oriented by addressing their social issues. The main strategies are advocacy to influence policies, communication to raise awareness, and social mobilization to engage stakeholders and demand programs to reduce poverty and inequality.

Uploaded by

Christine Dirige
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Development Communication

Outline of the Presentation

 Meanings of Development
Communication
 Features of Development Communication
 Strategies
 Summary
Meanings of Development
Communication
 It is the art and science of human
communication applied to the speedy
transformation of a country and the people
from poverty to a dynamic state of economic
growth (Quebral,1971)
Meanings of Development
Communication
 Development Communication aims at
developing social consciousness, personal
responsibility towards one’s community and
country (Ong, 1976)

 Development Communication is the science


which uses communication to change and
motivate people through education and
inspiration toward development (Fr. Lagwey,
1990)
Meanings of Development
Communication
 Development Communication is an open
two-way communication which allows
feedback, and reflects the interests and
needs of the people (Cura, 1990)
Differences between Mass
Communication and Development
Communication
Mass Communication Development
Communication
1 way communication 2-way communication
Broader audience Specific audience
Promotes “having more” Promotes “being more”
Features of Development
Communication
1. Goal oriented
2. Pragmatic
3. People oriented
Features of Development
Communication
1. Goal Oriented – Communicator transfer
message/ideas with a purpose in mind
- “What will the receiver do after he/she
received the message?”
- “Will he change his/her attitudes, values,
or beliefs”?
Features of Development
Communication
2. Pragmatic – Because Dev Com is goal-
oriented, it should follow that it has to
be judged by the results it achieves.
Communicator has to ask whether the
intended results were achieved or not
Features of Development
Communication
3. People Oriented – Communicator
should deliver messages that will enable
them to rise from the social problem
- stakeholder analysis
Strategies of Development
Communication
 ADVOCACY
 COMMUNICATION
 SOCIAL MOBILIZATION
Strategies of Development
Communication
 ADVOCACY
- Advocacy is an activity by an individual or
group that aims to influence decisions
within political, economic, and social
systems and institutions.
- Its objective is to win support for or
recommendation of a particular cause or
policy
Strategies Development
Communication
 COMMUNICATION
- Communication is concerned with
informing and creating awareness among
the target audience.
Strategies of Development
Communication
 SOCIAL MOBILIZATION
- It is the process of bringing together all
feasible and practical intersectoral allies
to raise awareness of and demand for a
particular program
SOCIAL
MOBILIZATION

COMMUNICATION

ADVOCACY
Summary
DevCom is …
 Goal is to reduce poverty, unemployment,
and other social inequalities
 Not only reporting facts and opinions
 Teaching the people
 Engaging the people
 Empowering the people
Development
development

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Text
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Poverty Text
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text
poverty
“Be the change in what you see in
the world”
Mahatma Gandhi
Thank you for listening!

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