Development communication can be described as communication for social change (CSC). It acts as the link between communicative processes and desired change, seeking to inform, educate, and change. Development communication involves the strategic use of communication to alleviate social problems in evolving societies. A development communicator therefore asks questions such as, what is the role of media in encouraging social change? How does public relations fit in to changing societies for the better?
History and Development
In the 1940’s –1960’s the communications approach to development included understanding in the communication effects approach, diffusion of innovations approach, mass media and the modernisation approach. The communications effects approach focused on the direct and powerful impact of mass media on individuals living in industrial societies. Here communication was considered linear and a one way process. Constructs accustomed to models such that of Harold Lasswell as well as Shanon and Weaver.
After the II world war, there came a realization that the mass media were not sole agents of behavioural changes but rather reinforcements of the changes. This shift in change of the strength of mass media effects on a population did not come into effect on the ground especially on the grass roots in developing countries, then 3rd world countries. Instead the idea that spread was the ability of media and opinion leaders to bring about knowledge and new ideas among a target audience which would in turn lead to its adoption – diffusion of innovations. This linear form of communication for social change was a furtherance of Katz and Lazarsfield two-step flow model where messages spread from the media, to the opinion leader to the masses.
Also, within this period, two paradigms related to communication and development arose, the Modernisation Paradigm and the Dependency Paradigm. Modernization saw development as unilinear, irreversible and spontaneous process. Development was stimulated by external forces. While the dependency paradigm focused on flow of resources from a periphery of poor and underdeveloped states to a core of health states. The poor countries depended on the rich countries. These two paradigms then led to the third paradigm known as the multiplicity paradigm which recognizes countries as codependent, each needing each other and promotes participatory methods of communication.
Mass media in this sense then focuses on providing information and persuasion of the masses – generating participation. Communication for development continues to grow in the field of information technology through the use of the internet to enhance participation, telecentres in rural areas and use of multimedia.
References
- Mathew, A. (2010). The Case of Development Communication: Perspectives, Issues and Trends. Palabra Clave – Revista De Comunicación,13(1), 31-45. doi:10.5294/pacla.2010.13.1.2
- Wilkins, K., G. (2007). Development Communication. Peace Review: A journal of Social Science. https://doi.org/10.1080/10402659608425936
- Servaes, J. (2009). Communication for development and social change. New Delhi, India: Sage Publications.
- Melkote, Srinivas. (1991). Communication for Development in the Third World.New Delhi: Sage Publications.
