Module 2 dev 208
- 1. Module 2: Communication for Development Presented by: Clarisse Ablog For DevC208 1st Sem SY: 2016-2017
- 2. Module Objectives 1 2 Discuss the different communication models and the domains in communication for developmentDiscuss and differentiate the theory and practice associated with the traditional development communication approach and the communication for development as practiced by international organization
- 3. Different Communication Models Unilinear • The source is dominant than the receiver • Top-down planning • Goal is to change the receiver’s behavior Transactional • Participants are expected to both give and take messages • Goal is to attain mutual Understanding Systems • All elements are interacting, interdependent and interrelated. • The whole is greater than its part
- 4. Unilinear Model Examples Priest delivering the Sunday sermon Watching TV
- 5. Transactional Model Examples Job Interview Having coffee with a friend or a peer
- 6. Systems Model Example 1 Safe Zone Discussion
- 7. Systems Model Example 2 Senate Hearing where all stakeholder are present!!!
- 8. Importance of Communication Model Depending on the situation we can decide which communication model to use
- 9. Unilinear Best use for important decision that requires expertise, which leads to plan communication in a top-down manner.
- 10. Transactional • This enables communication expert and program planners to assume equality with the beneficiaries of the program. • Beneficiaries are considered partners/co-participants whose points of view ought to be incorporated in communication planning and implementation
- 11. Systems • This model is useful because it guards us from isolating the communication system from the other aspect in the whole domain where a development problem or issue lies.
- 13. 1. Action Research Type of applied social science research that aims to contribute to both practical concern of people and to the goals of social science in a mutually acceptable ethical framework. Analysis Fact-finding Conceptualization Planning Execution More fact-finding/evaluation 6 Steps of Action Research
- 14. 2. Advocacy It is a persuasive communication for or against an issue or concern, having leaders and funding agency as the major audience as its main purpose is to generate support for a project in terms of funding allocation or commitment of resources.
- 15. 3. Community Communication A process of social interaction in small groups using interpersonal and/or indigenous or small media. It is highly participatory, involving the community in planning, producing and evaluating messages. Community TheatersPublic Address ****Note that the term community doesn’t necessarily equate to a geographic location but also by affinity based on interest or some cause or issue that unites members together.
- 16. 4. CTTA – Communication for Technology Transfer in Agriculture A comprehensive model developed by the Academy for Educational Development (AED) with funding from United States Agency for International Development (USAID) for adjusting and transferring – communicating – agricultural technologies using a generic five-step process 1Assessment (development investigation) 2 Planning (strategy development) 3Material preparation and message delivery 4 Implementation 5Evaluation
- 17. 5. Community Organizing (CO) A problem-solving approach whereby the community is empowered with a knowledge and skills to identify and prioritize its needs and problems, harness its resources to deal with these problems, and take action collectively (Patron 1987)
- 18. 6. Community Participation An educational and empowering process in which people, in partnership with those able to assist them, identify problems and needs and increasingly assume responsibility themselves to plan, manage, control and assess the collective actions.
- 19. 7. Development Communication A larger discipline which is defined by Quebral (1997) 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 larger equity and the larger unfolding of individual potential.”
- 20. Needs assessment Setting of development/pr oject objectives Situation analysis Audience analysis Setting of DSC objectives Message design and channel strategy Preparation and pretesting of prototype materials Final production of multi-media materials Delivery and monitoring of communication material and messages Summative or impact evaluation Review and re- planning 8. Development Support Communication (DSC) “Systematic utilization of appropriate communication channels and techniques to increase people’s participation in development and inform, motivate and train rural population mainly in grassroots level” (Coldevin 1987) 11 Steps of DSC
- 21. 9. Diffusion of Innovation or the Innovation-Decision process An area of research and practice in development communication that focuses on the process by which users of technology adopt new innovations in a process wherein these innovations are “diffused” in their social systems from the individual levels. Stages of Adoption of Innovation
- 22. 10. Educational Communication A complex, integrated process involving people, procedures, ideas, devices and organization, for applying problems and devising, implementing and managing solutions to those problems involved in all aspect of human learning.
- 23. 11. Information, Education and Communication (IEC) The Components of communication Development programs: • Information Delivery • Training • HR Development • Awareness • Motivational Communication Campaigns
- 24. 12. Networking/Linkaging and Alliance-Building A strategic move to produce desired impact, as it provides resources sharing and synergy of efforts amongst various sectors towards a common goal.
- 25. 13. Participatory Action Research (PAR) or Participatory Research Defined as a three-pronged activity: 1. A method of social investigation 2. An educational process 3. A means of taking action for development
- 26. 14. Program Communication Defined by Mckee as the process of identifying, segmenting and targeting specific groups and audiences with particular strategies, messages or training programs through various mass media and interpersonal channel traditional and non-traditional.
- 27. 15. Science Communication / Science and Technology Communication The study and practice of communication for generating, exchanging and utilizing scientific and technological knowledge and information to advance a country’s development goals.
- 28. 16. Social Marketing • The application of marketing principles to “sell” socially desirable products, ideas and practices. • Designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of society
- 29. 17. Social Mobilization The process of bringing together all feasible and practical inter- sectoral and social allies to raise people’s awareness and demand for a particular development program to assist in the delivery of resources and services to strengthen community participation and self-reliance
- 30. The generation, analysis, interpretation, packaging, and sharing with specific groups critically important information needed in achieving targets/objectives for various development concerns 18. Strategic Communication
- 31. 19. Strategic Extension Campaigns (SEC) The practical application of strategic planning and systems approach to agricultural extension or training where messages are tailored specifically developed on the basis of a participatory problem identification process
- 32. 20. Technology Commercialization Popularizing technologies that are developed by research and development institutions. It requires undertaking market studies, product innovation and testing, packaging and marketing strategies.
- 33. That was the list of the different approaches… Can we still name 5? 1. 2. 3. 4. 5.
- 34. The Theory and the Practice of Communication Development
- 35. Communication for development strives to alleviate world suffering by using the communications principle of audience knowledge, motivation, media utilization, and persuasion in order to change behavior, attitudes, beliefs and practices of people within specified communities or countries.
- 36. Organizations spearheading Communications for development initiatives
- 37. The quest is against
- 38. Starvation
- 39. Infant Mortality
- 42. Origin of Communication for Development • The theory: MC + MTS = CD It resulted from the marriage of mass communication and the study of the modernization of traditional societies • The Practice: Emerged out of the WWII and the Cold War as a way to form allies from the third world countries with the premise of Development.
- 43. It is divided in to two parts The Old The New V S
- 44. The Old: Modernization Theory Founded on the notion that the major obstacle to development was the psyche of the undeveloped citizen. Uses the west as the benchmark to which all societies must be measured Mass media was identified as the primary means of influencing, persuading and motivating the individual citizens Top-down approach to development.
- 45. There are two basic shifts in communication for development theory 1 Moved towards more egalitarian, ground-up, and participatory communication 2 New paradigm viewed entrenched hegemonic systems as the primary inhibitor to development rather than the individual psyche.
- 46. Three Pillars of THE NEW communication for Development Paradigm The concept of Empowerment Participatory Communication Participatory Research Action
- 47. The shift from a top-down approach to a more participative approached is highly evident in the effort to strengthen the community and bring about positive change.
- 49. Its is known as : C4D People is at the center of the local and global communication loop
- 51. Putting people at the core of development and encourage them to raise issues and problems as well as their development needs objectives and goal
- 53. References • Communication and Social Marketing by Velasco, Cadiz & Lumanta • The Theory and Practice of Communication for Development by Newstead • http://www.scribd.com/doc/17213080/The-Theory-and-the-Practice-of- • Communication-for-Development #fullscreen: off. Last access on 18 August 2014. • C4D by Davies, Jackie (editor). 2004. C4D‘Communication for Development’ • UNDP. 2009. Communication for Development: A glimpse at UNDP’s practice. • Communication for Social Change by Figueroa, et.al. 2002. Video Links: • https://www.youtube.com/watch?v=wM75ulDRkhI • https://www.youtube.com/watch?v=WgNLCgfo4Dk • https://www.youtube.com/watch?v=sJ_AwaTHt_I