Use of communication to facilitate social development
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Development communication refers to the use of communication to facilitate social development.[1] Development communication engages stakeholders and policy makers, establishes conducive environments, assesses risks and opportunities and promotes information exchange to create positive social change via sustainable development.[2] Development communication techniques include information dissemination and education, behavior change, social marketing, social mobilization, media advocacy, communication for social change, and community participation.
Development communication has been labeled as the "Fifth Theory of the Press", with "social transformation and development", and "the fulfillment of basic needs" as its primary purposes.[3] Jamias articulated the philosophy of development communication which is anchored on three main ideas. Their three main ideas are: purposive, value-laden, and pragmatic.[4] Nora C. Quebral expanded the definition, calling it "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".[5] Melcote and Steeves saw it as "emancipation communication", aimed at combating injustice and oppression.[6] 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[7]
^Quebral, Nora C. (1972–1973). "What Do We Mean by 'Development Communication'?". International Development Review. 15 (2): 25–28.
^Mefalopulos, Paolo (2008). Development Communication Sourcebook: Broadening the Boundaries of Communication. Washington DC: International Bank for Reconstruction and Development/The World Bank. p. 224. ISBN 978-0-8213-7522-8.
^Flor, Alexander G. (2007). Development Communication Praxis, Los Banos, Laguna: University of the Philippines Open University.
^Jamias, J.F. Editor. 1975. Readings in Development Communication. Laguna, Philippines: Department of Development Communication, College of Agriculture, UPLB.
^Jamias, J.F. 1991. Writing for Development: Focus on Specialized Reporting Areas. Los Baños, Laguna, Phil.: College of Agriculture, UPLB.
^Melcote, Srinivas R. & Steeves, Leslie, H. 2001. Communication for Development in the Third World: Theory and Practice for Empowerment. 2nd Ed. London: Sage Publications, Ltd.
^Anaeto, Dr. Solomon (2010). Development Communication (principles and practice. Oyo- Ibadan: Stirling-Horden Publishers Ltd. p. 3. ISBN 978-978-032-757-6.
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