Introduction of Development Communication

Communication is an important input in development. Communication experts, sociologists,

psychologists and economists agree that the proper use of communication can foster the pace and
process of development.

In general terms, communication means interaction between two individuals or within a group or
a community or a nation. In this type of communication, the four principle elements are a
communication source, a message, a channel or medium and a receiver or audience.

But in development communication it becomes the process of affecting or influencing behavior

of individuals or groups towards certain desired goals and objectives, necessarily for the benefit
of the entire society. Thus, the receiver is expected to show the behavior desired by the source of
communication.

Development communication is a relatively younger field of study within the discipline of

communication. Like the science of communication, development communication has come to
stay. However, we should always remember that development communication is only one of the
elements or inputs for speedy progress and development.
Development communication is mainly concerned with the role of information and
communication in social and economic development of an individual, society and nation. It
identifies what mass media can do directly or indirectly to improve the quality of life to both
urban and rural masses.

Definitions of Development Communication

 According to Nora Quebral (1975),.’ ‘Development communication is 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.”

 Let us discuss the various concepts which Nora Quebral has used in this famous definition of
hers. She said that development communication was the ‘art and science’. Generally, we
presume that ‘art’ and ‘science’ do not go together. But, as far as this definition is concerned,
they can be together. Development communication is ‘art’, because one has to create his
strategy, and programme to communicate to his target audience. To communicate his
message he will create probably a song, a drama, a talk, a poster, a film or a skit. Nora calls
development communication ‘a science’, because it follows a process, a system. If one gives
X inputs, Y will be the output. In some cases, one may predict the output with a given input
with other conditions remaining the same. Therefore, when she says that it is the art and
 science of human communication, we have to comprehend it from these perspectives.
Development communication is an art and science at the same time. It works with the human
hearts (because it is an art) and brain (because it is a science) to yield a re which a he
measured in terms of economical growth. For example, advantage of adopting a high variety
of seed may be propagated through a radio skit. This skit, when made by the farmers,
motivates them to use the seeds for their own fields. And they may have increased harvests
which will definitely provide them with a higher income.

 Rogers (1983) says, “Development communication refers to the uses to which

communication is put in order to further development. Such applications are intend to either
further development in a general way, such as by increasing the level of the mass media
exposure among a nation’s citizens, in order to create a favorable climate for development
or to support a specific development programme or project (this type of development
communication is often termed as development-support communication’ DSC)”.
Everett M. Rogers, a famous communication scholar, in the above mentioned definition s the
application of communication for the development will create an environment or climate.
This climate or environment may be of two types: (a) physical climate and (b) psychological
climate. When knowledge about something is propagated or disseminated among a large
number of people, the users find many relevant things around them, say a special kind
fertilizer. The radio programmes could be heard, the TV programmes could be seen or pos
could be seen on the walls on that particular fertilizer. This may be called physical climate
Now, the disseminated message about the fertilizer works on the psyche of the people.
Information acquired through the various communication media creates a favorable attitude
towards the new fertilizer. In the long run, they might use or adopt it, if possible. I definitely,
resistance from the people in general will be the minimum.
Thus, with these two types of climates, the use of the new fertilizer might be multiplied fast
pace speed .Thus, economic development, as far as earning from of the agricultural products
is concerned, could be quite encouraging.
 F Rosario Braid is of the opinion that development communication is an element of
management process in the overall planning and implementation of development programs”.
Development communication is in a broad sense the identification and utilization appropriate
expertise in development process that will assist in increasing participating intended
beneficiaries at the grassroots level.” Thus, development communication is communication
with a social conscience.
Rosario Braid emphasizes that development communication is nothing but an element in
process of a project. Generally, it is the decision of the management to utilize communication
to disseminate information about their project, if and when they feel it appropriate. Suppose a
contraceptive company would like to market a new contraceptive for the males. The
management might like to use the radio spots, television spots, hoardings; posters, etc. to
inform the target audience about the usefulness and availability of the new contraceptive. It is
really an important segment in the whole scheme of management at the present time.
A good and useful management strategy would always identify the important elements make
the users’ conscious about them.
Development communication has two primary roles:
a) A transforming role, as it seeks social change in the direction of the higher equal life:
The higher quality of life can be achieved in various ways. Might be by adopting required
vaccines for the infants of each family of the society. Some countries might adopt techniques
of producing enough food for the citizen. Some countries might systematical and
scientifically break all the myths surrounding various religious and social customs. And
communication could be a marvelous instrument to achieve these objectives.
b) A socializing role, by seeking to maintain some of the established values of the society: In
playing these roles, development communication seeks to create an atmosphere for change as
well as providing innovation through which society may change. Each and every society has
some traditional values. These values give the people of each society an identity sense of
belonging. The aspirations of a society sometimes are embedded in these values. Now, the
values, customs and beliefs of other societies might make inroads into other societies. If the
people are not careful, they might be taken off their ground by the new incoming sets of
values. Communication can play a very vital role by making the people aware about this
pitfall. It can also help immensely by drawing the attention of the members of a society to the
richness of their own valued, customs, beliefs and, above all, aspirations.
Process of Development Communication

The three essential parameters for development are: political leadership, development
administration and the rural and urban masses. They are the agents of development. The patterns
of interaction and social realities of various agents of development are dynamics for
development.
The major dynamic factor for development is ‘Development efforts’ put by all the agents of
development. Development efforts comprise development awareness, motivation for
development, and participation in development. There is relationship between development
awareness, discontent, motivation and feedback linkages with participation, approval and
adoption of development projects.