UNIVERSITY OF JOS
DEPARTMENT OF MASS
COMMUNICATION
200L
DEVELOPMENT COMMUNICATION
ASSIGNMENT
19/03/2024
GROUP ONE; VARIOUS DEFINITIONS
AND DESCRIPTION OF
DEVELOPMENT COMMUNICATION
GROUP MEMBERS;
1.NUNGSE JEREMIAH CHRISTOPHER
UJ/2022/AR/0145
2.LADONG NANJI DEBORAH
UJ/2020/AR/0215
3.BLESSING SAMUEL KADAH
UJ/2020/AR/0344
4.BLESSING GYANG DANBOYI
UJ/2022/AR/0571
5.KOFUR MARYAMU CHARITY
UJ/2020/AR/0587
6.RITNEN SUNDAY GOTAU
UJ/2020/AR/1010
7.DAWAM NANCHIN ISAAC
UJ/2020/AR/0455
8.USAINI CHAT JOY
UJ/2020/AR/0219
9.MUDAN DELMAN EBENEZER
UJ/2020/AR/0185
scientific roots of the concept of
development communication can be
traced to certain early findings of
sociologists and social psychologists
working in the area of communication.
These early researchers observed how
communication processes influenced
social interactions, attitudes, and
behaviors within communities.
These early observations laid the
groundwork for what later became
known as the modernization paradigm in
development studies. The modernization
paradigm viewed development as a
process of social and economic
transformation, with industrialization and
technological advancement seen in
today's world,especially in third world
communities. Sociologists and social
psychologists provided the foundation for
understanding the role of communication
in development, shaping subsequent
research and theory in the field of
development communication.
To fully understand development
communication, we have to define
development and communication as
individual words.
Development: Development refers to the
process in which someone or something
grows or changes and becomes more
advanced.
Communication: Communication is the
process of imparting or exchanging of
information by speaking, writing, or using
some other medium.
DEVELOPMENT COMMUNICATION
development communication is the
process of utilizing communication tools
and strategies to empower individuals,
communities, and societies to participate
in their own development processes. It
involves communication channels,
encouraging dialogue to address
development issues and enhance
people's well-being. Development
communication aims to create inclusive,
participatory approaches that empower
marginalized groups and promote
sustainable development outcomes.
SCHOLAR DEFINITIONS
1. Everett M. Rogers
development communication refers to
the uses to which communication is put
in order to further development. It is the
use of communication to promote social
development, with an emphasis on
participation and the two-way flow of
information and ideas."
2. Nora C. Quebral, an Asian
communication experience defined it as
"the art and science of human
communication applied to the speedy
transformation of a country and the mass
of its people from poverty to a dynamic
state of economic growth that makes
possible greater social equality and the
larger fulfillment of the human potential"
3. According to the World Bank, the
Development Communication is the
"integration of strategic communication in
development projects" based on a clear
understanding of indigenous realities.
4. Coldevin, 1987 says development
communication is the systematic
utilization of appropriate
communication channels and techniques
to increase people's
participation in development and to
inform, motivate, and train rural
populations, mainly at the grassroots
level.
According to Melcote (1991) in Waisbord
(2001), the ultimate goal of development
communication is to raise the quality of
life of the people, including; to increase
income and wellbeing, eradicate social
injustice, promote land reforms and
freedom of speech.
The concept of development
communication emphasizes the
importance of utilizing communication
processes and media to engage
stakeholders, mobilize resources, and
promote participation in development
projects. It aims to empower
communities, amplify voices, and
encourage
communication to ensure that
development efforts are inclusive.
Development communication as a theory
:
Development communication as a theory
was founded by Everett Rogers in the
1960s. The premise of development
communication theory is rooted in the
idea that effective communication plays
a crucial role in fostering social,
economic, and cultural development
within societies. It emphasizes the
importance of communication processes
in facilitating positive change, addressing
development challenges, and promoting
sustainable development outcomes.
Tenets:
1. Participation: Encouraging active
involvement of individuals and
communities in development initiatives.
2. Dialogue: Facilitating open
communication channels for information
exchange and feedback.
3. Empowerment: Providing marginalized
groups with resources and opportunities
to improve their lives
4. Social Change: Promoting positive
change by addressing power structures,
inequalities, and advocating for policy
reforms.
Application in Society:
1. Media Campaigns: Using mass media
for information dissemination and
behavior change.
2. Community Engagement: Facilitating
participatory forums to share knowledge
and mobilize action.
3. Capacity Building: Empowering
communities with communication and
advocacy skills.
4. Research and Evaluation: Assessing
effectiveness and informing future
strategies through research and
evaluation efforts.
Overall, development communication
theory underscores the importance of
communication as a catalyst for social
change and sustainable development,
emphasizing the need for participatory,
context-specific approaches to address
complex development challenges.
The concept of development
communication is rooted in the idea that
effective communication is essential for
the success of development efforts. It
recognizes the importance of listening to
and understanding the needs and
perspectives of different stakeholders,
and
using communication tools and
techniques to facilitate dialogue,
empower communities, and drive
positive change.
In present times, Media and ICT are
used for Development majorly it Utilizes
traditional and new media platforms, as
well as Information and Communication
Technologies (ICTs), to reach diverse
audiences and facilitate communication
for development purposes.
References :
The passing of traditional society (1958)
Mass media and national development
(1964)
Severin, W. J., & Tankard, J. W. (2010).
Communication theories: Origins,
methods, and uses in the mass media.
Pearson.
"Development Communication: Towards
Theory of Practice" by Srinivas R.
Melkote
and H. Leslie Steeves
