Course Title: Development Communication

Course Code:
Course Description: This course explores the role of communication in social, economic, and
political development. It focuses on the theories, practices, and strategies of development
communication, emphasizing the use of communication to promote social change, empower
communities, and enhance participation in the development process.
Course Outcomes: By the end of this course, students will be able to:
1. Analyze and evaluate the principles and theories of development communication.
2. Design and implement effective communication strategies for development projects.
3. Critically assess the impact of media and communication technologies on development.
4. Develop skills in creating and managing communication campaigns aimed at social
change.
5. Collaborate with communities to identify and address development challenges through
communication.
Course Structure: The course is structured into modules, each focusing on different aspects of
development communication. Each module includes specific learning outcomes, required
readings, multimedia resources, activities, and assessments.
Module 1: Introduction to Development Communication
Learning Outcomes:
• Define development communication and its importance.
• Explain the historical evolution of development communication.
• Identify key theories and models in development communication.
Content:
• Definition and scope of development communication.
• History and evolution of development communication.
• Key theories and models: Modernization, Dependency, Participatory, and Empowerment
Models.
Activities:
• Reading assignments
• Discussion forums
• Reflection essays
Assessment:
• Quiz on key concepts and theories
• Participation in discussion forums
Module 2: Communication for Social Change
Learning Outcomes:
• Understand the role of communication in promoting social change.
• Identify various communication strategies for social change.
• Evaluate case studies of successful communication campaigns.
Content:
• Communication strategies for social change.
• Participatory communication approaches.
• Case studies: Health campaigns, environmental awareness, and education initiatives.
Activities:
• Case study analysis
• Group discussions
• Project proposal development
Assessment:
 • Case study report
• Group presentation
Module 3: Media and Development
Learning Outcomes:
• Analyze the impact of different media on development.
• Evaluate the effectiveness of traditional and new media in development communication.
• Understand the ethical considerations in media and development.
Content:
• Role of print, radio, television, and digital media in development.
• Comparative analysis of traditional and new media.
• Ethical issues in media and development communication.
Activities:
• Media analysis
• Debates on ethical issues
• Research on media impact
Assessment:
• Media analysis report
• Debate performance
Module 4: Designing Communication Campaigns
Learning Outcomes:
• Develop skills in planning and designing communication campaigns.
• Apply principles of message design and audience analysis.
• Create and manage a development communication campaign.
Content:
• Steps in planning a communication campaign.
• Message design and audience segmentation.
• Monitoring and evaluation of communication campaigns.
Activities:
• Campaign planning workshops
• Message design exercises
• Peer reviews
Assessment:
• Campaign proposal
• Peer review feedback
Module 5: Participatory Communication and Community Engagement
Learning Outcomes:
• Understand the principles of participatory communication.
• Engage communities in identifying and addressing development issues.
• Facilitate participatory communication processes.
Content:
• Principles of participatory communication.
• Techniques for community engagement.
• Tools for participatory communication: PRA, Focus Groups, Community Meetings.
Activities:
• Community engagement simulations
• Participatory communication exercises
• Fieldwork (if possible)
Assessment:
 • Community engagement plan
• Reflection paper on participatory communication experience
Course Materials:
• Required Textbooks:
o "Development Communication: Reframing the Role of the Media" by Thomas L.
McPhail
o "Communication for Development: Theory and Practice for Empowerment and
Social Justice" by Srinivas R. Melkote and H. Leslie Steeves
• Recommended Readings:
o Journal articles and case studies (provided through the course platform)
o Online resources and multimedia content
Evaluation and Grading:
• Quizzes: 20%
• Assignments and Reports: 30%
• Group Projects and Presentations: 30%
• Participation in Discussions and Activities: 20%
Course Policies:
• Active participation in all online activities and discussions is required.
• Assignments must be submitted on time; late submissions will be penalized unless prior
arrangements are made.
• Academic honesty and integrity are expected in all course work.
Instructional Materials for Development Communication Course

Module 1: Introduction to Development Communication

1. Lecture Notes
Title: Understanding Development Communication
• Introduction
o Definition and scope of development communication
o Importance in societal development
• Historical Evolution
o Early approaches
o Major milestones and shifts
• Key Theories and Models
o Modernization Theory
o Dependency Theory
o Participatory Model
o Empowerment Model
2. Reading Assignments
• Chapter 1: "Development Communication: Reframing the Role of the Media" by Thomas L.
McPhail
• Article: "The Role of Communication in Development" by Wilbur Schramm
3. Multimedia Resources
• Video Lecture: "History and Evolution of Development Communication"
• Podcast: "Key Theories in Development Communication"
4. Activities
• Discussion Forum Prompt: Reflect on the evolution of development communication and
discuss how it has impacted modern practices.
• Reflection Essay: Write a 500-word essay on how the participatory model differs from the
modernization theory.
5. Assessment
• Quiz: Multiple-choice and short-answer questions on key concepts and theories.

Module 2: Communication for Social Change

1. Lecture Notes
Title: Strategies for Social Change
• Introduction
o Role of communication in promoting social change
• Communication Strategies
o Participatory approaches
o Mass media campaigns
o Social marketing
• Case Studies
o Health campaigns (e.g., anti-smoking)
o Environmental awareness (e.g., climate change initiatives)
o Education initiatives (e.g., literacy programs)
2. Reading Assignments
• Chapter 3: "Communication for Development: Theory and Practice for Empowerment and
Social Justice" by Srinivas R. Melkote and H. Leslie Steeves
 • Case Study: "Success Stories in Health Communication Campaigns"
3. Multimedia Resources
• Documentary: "Communication for Social Change: Stories from the Field"
• Webinar: "Designing Effective Social Marketing Campaigns"
4. Activities
• Case Study Analysis: Analyze a provided case study and identify the key communication
strategies used.
• Group Discussion: Discuss the effectiveness of different communication strategies in
promoting social change.
5. Assessment
• Case Study Report: Write a detailed report analyzing a successful communication
campaign.
• Group Presentation: Present findings from the case study analysis in groups.

Module 3: Media and Development

1. Lecture Notes
Title: The Impact of Media on Development
• Introduction
o Overview of different media types
• Traditional vs. New Media
o Print, radio, television
o Digital and social media
• Impact Analysis
o How media influences development
o Case studies of media-driven development initiatives
• Ethical Considerations
o Media ethics
o Responsible journalism and communication
2. Reading Assignments
• Article: "The Role of Media in Development"
• Chapter 5: "Media and Development Communication" from relevant textbook
3. Multimedia Resources
• Video Lecture: "Traditional vs. New Media in Development"
• Podcast: "Ethics in Development Communication"
4. Activities
• Media Analysis: Evaluate the impact of a specific media campaign on development.
• Debate: Engage in a debate on the ethical implications of media in development.
5. Assessment
• Media Analysis Report: Write a report evaluating the effectiveness and impact of a media
campaign.
• Debate Performance: Participate in a class debate on media ethics.

Module 4: Designing Communication Campaigns

1. Lecture Notes
Title: Planning and Implementing Communication Campaigns
• Introduction
 o Importance of strategic planning
• Steps in Planning a Campaign
o Setting objectives
o Audience analysis
o Message design
o Choosing communication channels
• Monitoring and Evaluation
o Tools and techniques for assessment
2. Reading Assignments
• Chapter 7: "Designing Effective Communication Campaigns"
• Article: "Best Practices in Campaign Planning"
3. Multimedia Resources
• Workshop Video: "Step-by-Step Guide to Planning a Communication Campaign"
• Infographic: "Elements of a Successful Campaign"
4. Activities
• Campaign Planning Workshop: Participate in a workshop to plan a communication
campaign.
• Message Design Exercise: Design a message for a specific audience.
5. Assessment
• Campaign Proposal: Develop a comprehensive proposal for a communication campaign.
• Peer Review: Provide feedback on peer campaign proposals.

Module 5: Participatory Communication and Community Engagement

1. Lecture Notes
Title: Engaging Communities for Development
• Introduction
o Principles of participatory communication
• Techniques for Community Engagement
o Participatory Rural Appraisal (PRA)
o Focus Groups
o Community Meetings
• Tools for Participation
o Use of storytelling
o Visual aids
2. Reading Assignments
• Chapter 9: "Techniques for Effective Community Engagement"
• Article: "Participatory Communication in Practice"
3. Multimedia Resources
• Video: "Techniques for Participatory Communication"
• Case Study Video: "Community Engagement Success Stories"
4. Activities
• Community Engagement Simulation: Simulate a community meeting and apply
engagement techniques.
• Participatory Communication Exercise: Develop a participatory communication plan for a
given scenario.
5. Assessment
 • Community Engagement Plan: Create a detailed plan for engaging a community in a
development project.
• Reflection Paper: Write a reflection on the importance and challenges of participatory
communication.

General Resources
• Required Textbooks
o "Development Communication: Reframing the Role of the Media" by Thomas L.
McPhail
o "Communication for Development: Theory and Practice for Empowerment and
Social Justice" by Srinivas R. Melkote and H. Leslie Steeves
• Online Resources
o Access to journal articles and case studies through the PUP OUS library
o Links to relevant online videos, webinars, and podcasts
• Tools
o Access to online discussion forums and collaboration tools
o Templates for reports, proposals, and presentations
Evaluation and Grading
• Quizzes: 20%
• Assignments and Reports: 30%
• Group Projects and Presentations: 30%
• Participation in Discussions and Activities: 20%
Course Policies
• Active Participation: Required in all online activities and discussions.
• Timely Submission: Assignments must be submitted on time; late submissions penalized
unless prior arrangements are made.
• Academic Integrity: Expected in all course work.

Developing a 12-Module Syllabus for Development Communication

Understanding Your Needs
Before we dive into the specifics, it's essential to clarify a few points:
• Target Audience: Who are the students? Undergraduates, postgraduates, or professionals?
Their background in communication and development will influence the depth and breadth
of the course.
• Course Level: Is this an introductory, intermediate, or advanced course?
• Learning Outcomes: What specific skills and knowledge should students acquire upon
course completion?
• Institutional Context: Are there specific regional or national development challenges to
focus on?
• Available Resources: What teaching methods, technologies, and materials are
accessible?
Once these factors are considered, we can structure a comprehensive syllabus.
Proposed Syllabus Structure
Here's a general outline for a 12-module Development Communication course. It can be adapted
based on your specific needs.
Module 1: Introduction to Development Communication
 • Define development communication
• Historical overview
• Key concepts and theories
• Role of communication in development
Module 2: Development Theories and Paradigms
• Dominant development paradigms (modernization, dependency, human development)
• Critical perspectives on development
• Gender, culture, and development
Module 3: Communication Theories and Models
• Communication models relevant to development (Shannon-Weaver, Lasswell, etc.)
• Interpersonal, group, and mass communication
• Communication for social change
Module 4: Media and Development
• Role of media in development
• Media ownership and control
• Media and power relations
• Media ethics and responsibility
Module 5: Development Journalism and Reporting
• Principles of development journalism
• Investigative reporting on development issues
• Feature writing and storytelling
• Visual journalism for development
Module 6: Communication for Behavior Change
• Communication strategies for health, education, and environment
• Social marketing and campaign planning
• Evaluation of communication interventions
Module 7: Communication for Community Development
• Participatory communication
• Community media
• Communication for disaster risk reduction and management
Module 8: Information and Communication Technologies (ICTs) for Development
• ICTs as tools for development
• Digital divide and access
• E-governance and development
• Social media for development
Module 9: Development Communication Research
• Research methodologies in development communication
• Data collection and analysis
• Ethical considerations in research
Module 10: Communication for Gender Equality
• Gender and communication
• Media representation of women
• Communication strategies for women's empowerment
Module 11: Development Communication in a Globalized World
• Globalization and development
• Global media and culture
• International development cooperation and communication
Module 12: Development Communication Practice
 • Case studies of successful development communication campaigns
• Internship or field experience
• Reflection on the role of development communicators
Teaching and Assessment Methods
A variety of teaching methods can be employed, including lectures, group discussions, case
studies, role-playing, field visits, and guest lectures. Assessment methods can include exams,
assignments, projects, presentations, and portfolios.
Additional Considerations
• Interdisciplinary Approach: Incorporate perspectives from other disciplines like sociology,
economics, and political science.
• Practical Skills: Emphasize practical skills like communication planning, message
development, and media production.
• Ethical Considerations: Discuss ethical challenges in development communication and
promote ethical practices.
• Cultural Sensitivity: Acknowledge and respect diverse cultural contexts in development
communication.
By carefully considering these elements, you can create a dynamic and impactful Development
Communication course.
Would you like to focus on a specific area or target audience?
Please feel free to provide more details about your course so I can offer more tailored suggestions.