Development Communication Flashcards
(67 cards)
strategic approach to using communication as a tool for social change, development, and empowerment. It aims to facilitate the exchange of information, ideas, and perspectives between various stakeholders, including communities, governments, and non-governmental organizations (NGOs), to address development challenges and promote sustainable growth.
Development communication
Philosophies and Goals of Development Communication
- Participatory Communication
- Social Change Communication
- Community Empowerment Communication
- Sustainable Development Communication
This approach emphasizes the active involvement of community members in the communication process. It recognizes that communities are experts in their own experiences and that their perspectives and needs must be considered in any development process.
Participatory Communication
It seeks to create a two-way dialogue between communities and development practitioners, ensuring that community members have a voice in decision-making and that their knowledge and expertise are valued
Participatory Communication
This approach uses communication to challenge and transform social norms, attitudes, and behaviors that hinder development. It recognizes that development challenges are often rooted in social structures and power dynamics and that effective solutions require addressing these underlying issues.
Social Change Communication
It seeks to create a dialogue around these issues, challenging dominant narratives and promoting alternative perspectives.
Social Change Communication
This approach aims to build the capacity of communities to communicate effectively and to use communication as a tool for self-advocacy and social mobilization. It recognizes that communication is a key component of community empowerment, enabling communities to articulate their needs and advocate for their rights.
Community empowerment communication
It seeks to build the skills and knowledge of community members, enabling them to take an active role in shaping their development.
Community empowerment communication
This approach emphasizes the importance of communication in promoting ___ including environmental conservation, economic growth, and social equity. It recognizes that development must be sustainable to be effective, and that communication can be critical in promoting sustainability. .
Sustainable Development Communication
It seeks to create a dialogue around ___ issues, promoting awareness and understanding of the interconnectedness of social, economic, and environmental factors
Sustainable Development Communication
Models of Communication in Development Communication
- Shannon and Weaver’s Model
- Berlo’s Model
- McLuhan’s Model
- Grunig’s Model
- Critical Theory Model
This linear model focuses on the transmission of information from a sender to a receiver, to ensure that the message is received and understood as intended.
Shannon and Weaver’s Model
This model expands on Shannon and Weaver’s model by incorporating the role of the receiver in the communication process, emphasizing the importance of feedback and the need for the receiver to actively process and interpret the message.
Berlo’s Model
This model emphasizes the importance of the medium in which communication occurs, suggesting that the form of communication can shape the message and its impact.
McLuhan’s Model
This model focuses on the relationship between the sender and receiver, emphasizing the importance of two-way communication and the need for both parties to be active participants in the communication process.
Grunig’s Model
This model emphasizes the importance of power dynamics and social inequality in the communication process, suggesting that communication can be used as a tool for challenging and transforming unequal social structures
Critical Theory Model
Application of Development Communication
Development communication can be applied in various contexts, including:
- Health communication
- Agricultural communication
- Environmental communication
- Gender communication
- Youth communication
Using communication to promote health awareness, prevent disease, and improve access to healthcare.
Health communication
Using communication to promote sustainable agricultural practices, improve food security, and increase agricultural productivity.
Agricultural communication
Using communication to promote environmental conservation, reduce waste, and mitigate the impacts of climate change.
Environmental communication
Using communication to promote gender equality, challenge gender stereotypes, and empower women and girls.
Gender communication
Using communication to engage young people in development issues, promote youth leadership, and empower young people to become agents of change.
Youth communication
Three Major Paradigms in Development Communication
Participatory Communication
Social Change Communication
Community Empowerment Communication:
historically focused on top-down approaches, where information was disseminated from experts to target populations. This approach often emphasized modernization and economic growth as key indicators of development. It viewed communication as a tool for transferring knowledge and technologies to aid in development efforts.
Dominant Paradigm
