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Rtdjoy (talk) 20:07, 23 July 2012 (UTC)

Development Communication Policy and Planning

Development Communication

Development communication is envisaged as a response to particular historical, social and economic factors which characterized freedom of access to information and citizen participation. This includes socio-economic problems such as high levels of poverty and unemployment, low standards of living (people living below the poverty line), poor access to basic services, remote settlement patterns, lack of access to technology, lack of information, poor health services, lack of education and skills, lack of infrastructure, etc. (Thusung Service Centre, n.d.).

Development Communication is also a process that builds consensus and facilitates the sharing of knowledge to achieve positive change in development initiatives. It is not only about effective dissemination of information but also using empirical research, two way communication, and dialogue among stakeholders. It is also a key management tool that helps assess socio-political risks and opportunities. By using communication to bridge differences and take action towards change, development communication can lead to successful and more sustainable results (Mozammel, 2008).

Quebral (1975) cited in Anaeto & Anaeto (2010), defines development communication as "the art and science of human communication applied to the speedy transformation of a country and the mass of its people from a state of poverty to a more dynamic state of economic growth which makes possible greater social equality and the larger fulfillment of the human potentials." The term "development communication" was apparently first used in the Philippines in the 1970s by Professor Nora Quebral to designate the process for transmitting and communicating new knowledge related to rural environments (Srampickal, 2006). In at least some circles within the field, it is Quebral who is recognized as the "Mother of Development Communication" (http://en.wikipedia.org/wiki/Development_communication).

Rogers (1976) defined Development Communication as "the study of social change brought about by the application of communication research, theory and technologies to bring about development". Development is a widely participatory process of social change in a society intended to bring about both social and material advancement, including greater equality, freedom, and other valued qualities for the majority of people through their gaining greater control over their environment.

Communication for Development

Knowledge and information are essential for people to respond successfully to the opportunities and challenges of social, economic and technological changes including those that help to imporve agricultural productivity, food security and rural livelihoods. To be useful, knowledge (whether farmer's innovations, latest research findings, or pressing policy issues) must be effectively shared among people and institutions.

Communication for Development (ComDev) is therefore a critical component of any development initiative. Communication for development is a social process based on dialogue using a broad range of tools and methods. ComDev is about seeking change at different levels including listening, establishing trust, sharing knowledge and skills, building policies, debating and learning for sustained and meaningful change (http://www.fao.org/oek/oek-what-we-do-/communication-for-development/en/).

Communication for development is also seen as a social process, designed to seek a common understanding among all participants of a development initiative, creating a basis for concerted action (UN FAO, 1984). Communication approaches are also invaluable for improved cooordination and teamwork to manage development programs, and to gain institutional support (http://www.fao.org/docrep/t1815e/t1815e01.htm).

Issues and Challenges in Development Communication

According to UNDP in its Human Development Report 1993, "People's participation is becoming the central issue of our time". FAO Corporate Documentary Repository adds, "and participation requires communication". Development programs can only realize their full potential if knowledge and technology are shared effectively, and if populations are motivated and committed to achieve success. Unless people themselves are the driving force of their own development, no amount of investment or provision of technology and inputs will bring about any lasting improvements in their living standard.

Governments of developing countries can no longer fulfill all social and regulatory services by themselves, especially in rural areas. A number of specific issues have come clearly into focus as being central to socio-economic progress, equity, social stability, to the future of humanity - and perhaps even to its survival.

The environment and its relation to sustainable agricultural development and food production present an enormous challenge. Population growth is exerting pressure on natural resources, on food production and on the ability of governments to provide basic services and employment opportunities. Helping people to make more informed choices by raising their awareness of the implications of family size and unwanted pregnancy, and of methods of contraception, requires much more than simply sending out messages. Instead it requires learning, from people and their leaders, how to make such issues socially acceptable and worthy of urgent action.

Rural poverty continues to increase in many countries, accelerating urban migration and creating intolerable economic and social problems. The solution lies in the development of rural areas. For this, and for all rural development activities, communication between local communities and national planners and policy-makers is of vital importance but, unfortunately, in rural areas it is at its weakest. Malnutrition is both a cause and a consequence of underdevelopment. Nutritional well-being is not just a question of food availability and economics among families. It also depends on sufficient knowledge and acceptance of appropriate diets.

Women in development is another priority issue. In many countries, women shoulder most of the work in rural areas. Women therefore need to learn additional technical and organizational skills and more women are needed at the center of decision-making (http://www.fao.org/docrep/t1815e/t1815e01.htm).

Communication Policies

A decisive role can be played by communication in promoting human development in today's new climate of social change. As the world moves towards greater democracy, decentralization and the market economy, conditions are becoming more favorable for people to start steering their own course of change. But it is vital to stimulate their awareness, participation and capabilities. Communication skills and technology are central to this task, but at present are often underutilized. Policies are needed that encourage effective planning and implementation of communication programs (http://www.fao.org/docrep/t1815e/t1815e01.htm).

Communication policies and plans are both essential and vital. "Communication policies are sets of principles and norms established to guide the behavior of communication systems". Their orientation is fundamental and long-range, although they have operational implications of short range significance. They are shaped in the context of society's general approach to communication. At the national level, communication policies were defined as the "sum total of the conscious and deliberate usages, action (or lack of action) in a society aimed at meeting certain communication needs through the optimum utilization of the physical and human resources available to society(Unesco, n.d.).

To formulate any new and integrated communication policy, the various areas of concern in policy formulation must be seen in order that it may proceed as a systematic exercise. Formulation of communication policies requires consideration, identification and determination of the following:

- The scope of specific communication systems (geographic coverage, target populations;     - The principles and norms, that is, the values which underlie the nature, functions and needs of society and guide - or should guide - the behavior of the communication system;      - The manageable elements - material and human - of communication systems, which constitute the essential components of communication strategies and planning;      - Participation in communication policy formulation - who is involved?  Communication policies, because of their scope, require responsible participation at many different levels: government executives; legislative bodies; authorities in charge of social and economic planning; individual ministries and their planning boards; communication enterprises; professional organizations; the citizen; and the social scientist; and,      - The role of the economist is crucial though confined. His job is to develop improved techniques for collecting data and analyzing the results in terms which can readily be used by those who make policy decisions.

The implementation of communication policies and practices requires joint action among those involved in the social, economic, scientific, educational and foreign affairs of each country. Their role is not to be conceived as a superpower set up to control the media. They can be successful only in constant contact and consultation with the communicators and the citizens whose direct participation in the formulation and implementation of communication policies and plans is both essential and vital. In less developed countries, a principal task is to assure greater participation of the people in economic and national affairs, to increase their skills and knowledge, to weld them together into nationhood, and to assist them in finding their cultural and personal identity (Lee, 1976).

References:

http://en.wikipedia.org/wiki/Developemnt_communication. Accessed 07/08/12.

http://www.fao.org/docrep/t1815e/t1815e01.htm. Accessed 07/20/12.

http://www.fao.org/oek/oek-what-we-do-/communication-for-development/en/.

Lee, John A.R. (1976). "Towards Realistic Communication Policies: Recent trends and ideas compiled      and analyzed.  Paris:  The Unesco Press.

Mozammel, Mazud. (2008). Development Communication:  Changes in an Empowered Information Environment. Available at hdr.undp.org/en/media/Mozammel_DeComm_edt.ppt.

Quebral, N. C. (1975). Developemnt Communication. In Jamias, J.F. (ed) Readings in development communication. Los Banos: department of Development Communication, College of Agriculture, University of the Philippines, Los Banos College, Laguna. Pp1-12.

Rogers, E.M. (1976). Communication and Developemnt: The passing of the dominant paradigm. In E.M.     Rogers (ed.) Communication and Development:  Critical Perspective. Beverly Hills: Sage Publications.

Srampickal, S. J. (2006). Development and participatory communication. Communication Research Trends. Volume 25 (2). Pontificia Universita Gregoriana. Rome, Italy.

Thusong Service Centre. (n.d.). The Government Development Communication Initiative: A Response to      Democratic Communication and Citizen Participation in South Africa. Available at     http://www.thusong.gov.za/documents/policy_legal/gdc.htm. Accessed 07/08/12.