1.

DEVELOPMENT COMMUNICATION
Communication is a two way process where messages flow both ways.
Communication also refers to that use of different forms of media, such as print,
electronic media (radio, television), new media etc. These media are used as an
empowerment tool, i.e. it is used as a tool to facilitate and encourage the participation of
people in developmental activities. Different mass media is used to effectively
communicate knowledge and information to people for developmental purpose.
The term Development Communication can be divided into two terms, i.e.
Communication and Development.
Here communication refers to the use of different types and media in the context of
development. It is also used to mean sharing of information and experience to accelerate
development whereas, development refers to the change of society for betterment. It can
be both social and economic change for improvement or progress.
Thus when we refer to development communication, it is about such communication that
can be used for development. It is about using communication to change or improve the
way of living of the citizen of a country. Here we use difference types of messages to
change the socio-economic condition of people. These messages are designed to
transform the behaviour of people or for improving their quality of life. Therefore,
development communication can be defined as the use of community to promote
development.
Mass communication expert Everett M. Rogers defined development communication as
It refers to the uses to which communication is put in order to further development.
Such applications are intended to either further develop in a general way, such as by
increasing the level of the mass media exposure among the nations citizen, in order to
create a favorable climate for development, or to support a specific definite program or
project. In the above mentioned definition Rogers said that for the development of
community; the community will create an environment or climate for development.
This climate will be of two types a) physical climate and b) psychological climate. F.
Rosario Braid on the other hand is of the opinion that development communication is
an element of the management process in the overall planning and implementation of
the developmental programs Thus, development communication can be said to be an
identification and proper utilization of appropriate expertise in the development process
that will assist in increasing the participation of the people for whom it is meant, even if it
is at the grass root level.

Development communication thus can be said to have two primary roles, i.e., (a)
transforming role, as it seeks social changes for a higher quality of life. (b) Socializing
role, by seeking to maintain some of the established values of the society. The role can be
discussed as following:
1) Development communication is used for transforming role by bringing in social
change in a way that will bring a higher quality of life. Here communication acts
as an instrument to achieve these objectives.
2) Development communication also tries to maintain the established values of the
society by playing a socializing role. In playing these roles, development
communication seeks to create an atmosphere for change as well as providing
innovation through which society may change.
Development communication process is however successful only with the presence of a
few key elements in the approach. These are:
a.
b.
c.
d.
e.

It should be responsive,
should wing on feedback,
should be innovative and creative,
should be sustainable and continuous,
independent validation

For a successful development communication policy it is necessary to identify the core

areas of development. The core areas of development are Agriculture, Fisheries, Animal
Husbandry, Food, Security, Communication, Irrigation, Public works, Employment,
Environment, Ecology and Education.

2. USE OF TECHNOLOGY IN DEVELOPMENT COMMUNICATION

Mass media and technology should be extensively and tactfully used for development
purpose. It should be kept in mind that it is a weapon in the hands of the government for
positive developmental purpose. When the media is used for developmental purpose,
develop communicator has to keep in mind that the usage should be extensive. And for
this purpose the mass media structure should be planned and efforts should be made to
reach out to maximum number of people every time. Daniel Lerner in 1958, while
discussing the relation of development with that of any mass media said that: the
greater the communication facilities, the greater or even faster is modernization.
According to Wilbur Schramm, the role of media in development can be divided into
three parts i.e. (i) to inform (ii) to instruct and (iii) to participate.

To inform: for the development of the society, correct social, political and economic
influence is the main criteria. This information should be both national and international.
People should be aware of the areas or facts which hamper the development process.
To instruct: Mass literacy is an essential criterion to development. This is possible by
imbibing basic skills among the people. Mass media plays an important role in this. Mass
media can instruct people and educate them. Projects like Educational Television and
Gyan Darshan are few such examples where media is used to instruct people, educate
them and teach them basic skills. These basic skills help people to develop their standard
of living.
To participate: Voluntary and steady participation of the citizen of the country is
necessary for its overall development. Such participation is possible in a liberal society.
Such awareness is possible through debate, conflict and discussion. Discussions and
debate helps people to know current issues, participate in developmental programme and
bring a change in the standard of living of the society. Media in developing and under
developed countries strive to bring in developmental change, through its message to the
mass. Mass media through interpretation, analysis and discussion point out the drawbacks
of the society and core areas of development. The message should be such that it should
create an urge for change and development among the common men. The media in its
aim to developmental changes shall function as a decision maker and teacher.
D. Lerner, while discussing the role of radio (as a medium of mass communication)
said that the emergence of radio in different villages and town not only help to educate
people, but at the same time bring in consumerism in that place. Consumer arouse wish to
own a radio, due to which the people work harder and usher in better standard of living (a
form of development). Radio programmes help to educate people about different social
issues like farming, agriculture, health, small scale industry etc. Radio forums are a
weapon for radio programme producers to involve people in developmental projects.
Here use is made of Telecentre where communities gather to phone in. Discussions on
difference topics are done as well as queries by expert are answered. Television as a mass
medium has a huge appeal to common person. For such reason, television is used in a
planned manner to motivate people to participate in developmental programs. Feature,
documentaries or development campaigns should be such that it creates interest in the
mind of viewers, contents should be contemporary to attract people of all ages and should
be capable of influencing viewers to take part in the developmental programs.
Wilbur Schramm in his book Mass Media and National Development discussed the
role mass media play in development communication while Lerner and others saw all of
the media outputs as having modernising effect. For Schramm it was their content that
was the key to their use in development. Schramm has put a lot of importance on

feedback for successful communication for development. Because a proper feedback

helps to implementation to findings whether or not the community is meeting their
purpose or aim. According to him, it should never be a one way traffic. Modern
communication technologies, according to him, would be of great use to meet the
demand by multiplying the messages and reaching each and every worker associated with
developmental work.

3. USE OF MASS MEDIA FOR DEVELOPMENTINDIAN OVERVIEW

The history of organised development communication in India can be traced to rural
radio broadcast in the 1940s. Independent Indias earliest organised experiments in
development communication started with communication development projects initiated
by the union government in the 1950s.
Different medium was used in the following manner for development purpose:
NEWSPAPER as a medium of Development Communication: The power of the press
arises from its ability of appearing to the minds of the people and being capable of
moving their hearts. However, it has been noticed that the press has not met the requisite
interest in developmental communication. In order to correct the imbalances noticed in
the media coverage of Rural Development Programs and to ensure that these programs
are portrayed in proper perspective, several steps are taken to sensitize the media about
issues relating to rural development. The Ministry on a regular basis interacts with the
Press mainly through the Press Information Bureau (PIB). Review press conference,
press tours and workshops are organised through PIB, with the financial assistance from
the Ministry, so as to sensitize press persons about Rural Development Program. For the
purpose of creating awareness in respect of rural develop programs among the general
public and opinion makers and for disseminating information about new initiatives, the
Ministry issues advertisements at regular intervals in national and regional press through
DAVP. To enable people in rural areas to access information on Rural Development
Program a booklet Gram Vikas Programs at a glance is brought out in regional languages.
RADIO as a means of development communication: Radio from its very inception
played an important role in development communication; this is mainly due to its
advantage of reaching to a large number of people from difference section of the society.
Universities and other educational institutes, especially agricultural universities, through
their extension networks and international organisations under the UN umbrella carried
the development communication experiment. Community radio is another important
medium which is growing in importance especially in rural India. Here, NGOs and
educational institutions are given license to set up a local community radio station to
broadcast information and messages on developmental aspects. Participation of local
community is encouraged. As community radio provides a platform to villager to

broadcast local issues, it has the potential to get positive action. Radio Rural Forum: All
India Radio has been the forerunner in the process of implementing communication
strategy adopted by the government. The Radio Rural Forum experiment of 1956,
covered 156 villages. It contained 30 minute duration program two days a week on
different issues like agriculture and varied subjects that could promote rural development.
Efforts are being constantly made to use radio for social change. Apart from radio rural
forum, other continuous efforts are being made to bring in development. As in the case of
project taken up to promote adult literacy in the 1980s. More recently, NGOs have helped
broadcast program on women and legal rights etc. Local Service of AIR: On the basis of
the Verghese Committee (1978) report which recommended a franchise system for
promoting local radio for education and development. Several NGOs use local radio to
further their development activities. For instance, Chetana of Kolkata records their
program on adult education, in the field using local talents. School Broadcast: Programs
for school are broadcast from the metros and other centers of AIR. Many teachers make
excellent broadcast through this platform. AIR draws up these programs on the advice of
Consultative Panels for School Broadcast.
TELEVISION as a Medium for Development Communication: TV in India was
introduced in 1959, on an experimental basis. Its very inception was with the aim to see
what TV could achieve in community development and formal education. From this we
can very well understand the importance of television for development communication.
Today, after 50 years of Indian television, we see that broadcasters still broadcast
program with an eye on social responsibility, serials that incorporate socially relevant
themes, interactive talk shows and open forums with government representatives
responding to audience queries are popular programmes. In 1967, Delhi Television centre
launched Krishi Darshan Program at the behest of Dr. Bikram Sarabhai and Prof R. S.
Swaminathan. The object of this program was popularisation of modern method in
agriculture through the television.
TV has been used as an aid to satellite communication technology to effectively bring
in development. Satellite communications technology offers unique capability of being
able to reach out to very large numbers spread over large distances even in the most
remote corners of the country. In India, ISRO has continuously pursued the utilization of
space technology for education and development. This has been done through different
projects like Educational TV (ETV), SITE, Kheda project and Country wide classroom
(CWC) project. Over a period of last 30 years, these programmes have been designed to
cater to the countrys need for education, training, and general awareness among the rural
poor. Among them few efforts shall be discussed in the following categories. These are:
Satellite Instructional Television Experiment (SITE, 1975-76): This one year project was
primarily undertaken to develop special development programmes through the satellite
communication to six rural clusters, which included a total of 2330 villages of 20 districts

spread over six statesAndhra Pradesh, Karnataka, Orissa, Madhya Pradesh, Rajasthan
and Gujarat. Its objectives were:
a. Improve the rural primary education.
b. Provide training to teachers.
c. Improve agriculture, health, hygiene, and nutritional practices and
d. Contribute to family planning and national integration.
The success of SITE can be judged from the fact that, after the completion of the
project evaluation studies showed that exposure to developmental messages through
television had contributed to the widening of horizon of the villagers. Kheda
Communication Project (KCP, (1975-89): SITE demonstrated that the centralization,
inherent in the technology of direct broadcasting, was a limitation, hence the idea of
limited rebroadcast was conceived, giving birth to the KCP. This project was launched in
1975. 607 community television sets have been installed in 443 villages of Kheda district
of Gujrat. Doordarshan and space application centre produces programme for one hour
every day. The programmes mainly concentrate on and discussed the problem of the
poorer classes. Evaluation of Kheda project revealed that women in particular gained
knowledge from TV viewing. The serials generated self-confidence, realization of
equality etc.
Educational Television (ETV): Education is a vital instrument of social transformation
and important input in development effort. The Indian National Satellite (INSAT) is being
used to provide Educational TV (ETV), services for primary school children in six states.
University Grants Commission (UGC) is using this for its countrywide classroom
programme on higher education (college sector). INSAT is also used by the Indira Gandhi
National Open University (IGNOU) for distance education progammes and Doordarshan
for Science Channel progranmmes. To meet the needs of development ISRO has taken up
the Tele-Education, by launching EDUSAT, a satellite totally dedicated to the nations
need for education. EDUSAT strengthens education efforts by augmenting curriculum
based teaching, providing effective teachers training, and community participation. The
networks are capable of facilitating live lectures/power point presentations with student
interaction, web based learning, interactive training, virtual laboratory, video
conferencing,
data/video
broadcast,
database
access
for
reference
material/library/recorded lectures etc., on line examination and admissions, distribution
of administrative information, etc. NEW MEDIA as a medium of Development
Communication: New media or computers started creeping in the Indian Society around
1986. The actual transition in India happened after 1996 when several independent media
houses brought out news website. Today, new media has become an active tool in the run

to development communication. This takes various forms like E-Governance, E-Choupal,

Telecentres etc.
E-GOVERNANCE: In simple terms, electronic governance is the delivery of public
services and information at the doorstep of the people with the help of computers.
Citizens can use the Information Community Technology (ICT) as administrative tools to
pave the way for a silent, social change. E-governance can play the role of a catalyst for
sustainable inclusive growth. E-governance uses the ICT for planning, implementation,
and monitoring of government programmes. Through e-governance, government can
carry out effective Management Information System (MIS) and get real time information
and reports of activities at the Block level. The Karnataka governments Bhoomi project
has led to the computerisation of the centuries-old system of handwritten land records in
the rural area. E-medicine, through use of new media, can reach quality healthcare in a
remote village. A Kolkata-based hospital leverages e-governance for tropical medicine.
The hospital employs telemedicine to assist doctors in rural areas. This method does
away with patients having to travel all the way to Kolkata, from remote villages, for
treatment. A villager gets the benefit of being treated by both a local doctor and a
specialist in the state capital.
E-CHOUPAL: Traditionally, choupal is known as the central gathering place in the
village, a kind of rural forum, where people discuss, debate and decide on their course of
action about some burning issues in the community. E-choupals in the digital age share
information through the Internet while retaining their pristine, democratic character. The
Internet has started revolutionizing the way Indian farmers do business. The system
constitutes an Internet enabled kiosk in a village, manned by a villager. He is familiar
with computers and known as the choupal sanchalak (one who conducts the forum). The
sanchalak acts as the interface between the computer and the farmer. Farmers can use the
kiosks to check the current market prices of agricultural commodities, access market data
better farming practices. Initially apprehensive, farmers have slowly but steadily
familiarised themselves with the new system. New Medias interactivity and easy access
have made it a commendable medium for development communication.

CONCLUSION
Media Community expert Rostow, Lerner and Schramm discussed the importance
of development communication in communication process. But how much effective have
development communication been, is a question that arises in our mind. This is because,
even after the omnipresence of media in our society; there is a vast difference between
the rich and the poor in most developing countries. According to experts the main
obstruction in the path to development is that the scope of information is not available to
everybody and that the development brought through development communication

should be equally shared by all section of the society. Opening up of different mass media
is necessary so that common people have easy access to them. Availability of information
will open up new avenues of development. In Indian context, mass-media expert
functions in a manner as if development communication is a favour they are doing to
common people. Development communication sadly is not given its due importance to a
large and developing country like India. Politicians and bureaucrats still believe that
different economical and infrastructural projects under taken by the government is
enough to eradicate poverty. Development communicator of our country laid more stress
on the projects undertaken by the government rather than communicating these
information to the mass. India, despite the communication and information technology
revolution, there does not appear to be a commensurate change in the lives of millions of
the poor. Indeed for the poor the promise of the new information age knowledge for
all- seems as a distant star.
With the advent of electronic media it was thought that the print media will lose
its importance, and ultimately perish. But, this never happened. Print media with its
features and advantages not only competed with electronic media but is still a favourite
among many, specially the educated class who are info-holic, prefer interpretation and
love reading in their leisure hours. However, print media has become highly
commercialized, and social responsibility has taken a back seat. Today a key feature of
print media, unfortunately, is the glossy reporting. With the increasing cost of news print
and production, and the pressure of market imperatives, newspaper house has started and
is following the trend of carrying ad-friendly fluff at the cost of more serious
developmental reports. There have been trends of leading dailies over the past few years
to drop their special sections devoted to development and health. The government
controlled media has been more or less toeing a centralized form of communication. AIR
(All India Radio) during its initial days formulated its community policies in Delhi and
got it translated to various languages for broadcasting. However, in this process it never
looked into regional variations of the problems, and the necessity of customizing the
messages was not felt. Hence, spending so much transmission time on such issues and
messages could never give positive result. Community radio, an important weapon to
development has not been enough importance and popularity. Community radio can help
in development of local area by upholding their problem or disseminating information
locally. Steps have not been taken by the government to popularize this form of radio to
support and influence communities to set up these. Rules have not properly been framed
to regularize the contents of private channels. Plans should have been drawn in a manner
to strictly promote development through radio channels which have not been done.
The state controlled television, Doordarshan, which has a very wide coverage area too
has its program designed in the same fashion and hence suffer from the same affliction as
that of radio. Here, programs are prepared without keeping the target audience in mind.

Development communicator fails to prepare development messages and programmes that

can inform as well as entertain its viewers. A good development communicator is one
who can pass on development message without bringing in boredom. But broadcasters in
television have often failed in it. Projects like SITE and Kheda though initially successful
could not be continued throughout years later. Educational TV or Country Wide
Classroom projects are more successful on pen and paper than practically. It failed to
meet its targeted TRP points. Programmes like Gyan Darshan, though educational and
informative in its approach, but lacks efficiency in its presentation. School and college
goers who are most used to private satellite channels are rarely even aware of these
programmes. Development communicators should try to popularize these programmes.
This can be done by being more interesting and attractive in its approach and bring
variety in choice of subjects. Use of more colours, picture and info-graphic can make the
presentation styles more acceptable. In such a condition it is necessary for a developing
country like India, to most urgently rethink their communication policies and research
priorities to address the information problems and knowledge gaps in social development.
Development communicatior should try in applying communication technology for
economic and social changes. Problems that lie in the path should be found out and
highlighted. This should include both government policies and other different policies
that initiate faster social development to match and sustain the momentum of economic
progress. Given, the current media scenario, and the needs of the development sector, it is
necessary for a development communicator to develop a regulatory framework that shall
under the umbrella of public service broadcasting shall include state owned media as well
as non-commercial broadcasting. This will encourage non-profit institutions such as
community organizations, local bodies and NGOs to participate in development
communication. Media education and literacy to create demand for better, need based
media stories and programmes are necessary. This is important to attract readers and
viewers and to pass the development messages among the common mass, for which the
programmes are undertaken. Decentralisation and provision of training for communities
is necessary for local broadcasting like community radio. Putting communication
resources in the hands of community is a way to achieve success in developmental
projects with the use of mass-media.

4. COMMUNICATION FOR DEVELOPMENT

ACADA planning process:
Assessment, Communication analysis, Programme Design and Action (used by
UNICEF).
How to Communicate?

Plan strategically
Incorporate theory
Research
Involve people
Build support
Communicate professionally
Pilot and learn
Monitor and evaluate
Sustain behavioural Development

Social marketing is an approach to communication in the development sector that adapts

some of the techniques used in commercial marketing. It relies on segmenting the market,
consumer research, concept development and the mass media in particular to bring
about acceptance for a social idea, cause or practice (Berry, 1993).
Social mobilization differs from social marketing because it aims to muster national and
local support for a general goal or programme through a more open and uncontrolled
process. It is often less concerned with attempting to bring about behavioural change by
researching and communicating specific messages than it is with mobilizing large
segments of society to a goal (such as universal immunization, literacy or family
planning). The idea is to use as many channels as possible at an accelerated rate (McKee,
1992).
In practice, there is often not a clear division between these various approaches.
Communicators often mix elements from each of these strategies. As a result,
communication in the development sector is evolving into a multi-disciplinary mix of
communication, sociology, anthropology, education, social marketing and social
mobilization.

5. APPROACHES AND PERSPECTIVES TO DEVELOPMENT

COMMUNICATION
The task of determining which communication approach and planning strategy to adopt
in development communication projects is expected to be a deliberate and systematic
endeavour. The execution of development communication programs and projects,
therefore, takes as its starting point, both the "felt needs" at the social system level, and
the "action needs as identified by development planners. Translating information and
complex socio-behavioural messages into creative and effective approaches that trigger
dialogue among participants is often one of the most challenging tasks within the design
and delivery of a communication for development initiative. Technically sound and
strategic communication initiatives run the risk of failure if they do not involve intended
participants, consider local ethos and cultural modes of communication, or are perceived
as boring, pedantic, insensitive, or disempowering by the participant groups.

Development Communication takes as its starting point both the felt needs' at community
or local level, and the 'action needs' as identified by planners.
The operational strategy for meeting these two sets of needs follows four stages of
activities.
The first is identifying and analyzing the innovations sought by the community and those
that development agents want to introduce to whom, when and with what material means.
This is generally known as the diffusion stage in development communication.
In the second stage, which is known as the social process stage, the thrust of activities is
towards determining how existing social, cultural, psychological and indigenous
communication factors, as well as government organizational factors, would help or
hinder the adoption of new practices among the groups of people concerned.
In the third stage, efforts are geared towards identifying existing media and how they
relate to the people. Here, one looks at what combination of communication channels
exist and how they can be used in the communitiestraditional and interpersonal
channels, as well as modern print and electronic mediafor communication 'feed' both
into and from the community or communities.
Finally, after repeating these analyses for geographically or sectorally related projects,
locally tailored communication programmes are drawn up and implemented in phases
with the real action potential in the communities (taking into account available
supplementary inputs from outside the community). Three different approaches to putting
the above stages into operation have been identified. These are the interpersonal approach
which could be through the extension and community development method or through
ideological and mass mobilization; the mass media approach which could be through
centralized method or through localized method; and the integrated approach, which
combines all the approaches and methods in appropriate ratio depending upon the
identified felt needs and socio-cultural situation in each community.
Extension and Community Development Method: This is the oldest method of using
communication to generate development. It is basically oriented to rural community
development although it can also apply to suburban and urban development efforts. The
main thrust of this method is the communication of useful and practical information on
such issues as agriculture, home economics, health, civic responsibility, law and order,
sanitation, and so on, through face-to- face and interpersonal (handbills, letters,
telephone, etc.) methods of communication.
The utilization of the method is predicated on the assumption that the following basic
conditions are present:
(a) That the communities or social systems are interested in the new ideas and practices in
order to improve their living conditions;

(b) That there are necessary and sufficient resources to support the development
endeavour, that is, to enable the people to apply available new information toward the
development goals; and
(c) that there is a group of educated, intelligent, and public spirited leaders within the
community or social system who can motivate the masses to positive developmentoriented objectives; these groups can be village Sarpanch / priests/community elders /
tribe leaders.
The basic principles of the method can be summarized as follows:
a) That there are no solutions to problems that are imposed on local communities
from the outside; that the people must be the principal actors in defining and
finding solutions to their problems;
b) That the development communicator (social animator) is to be as closely
identified with the local community as possible
c) That he/she is to be nondirective in his/her approach
d) That communication's chief role is to help define the problem, not give the
solution
e) That community participation and social action is the goal, and therefore feedback
from the community is an essential element.
One of the countries in which this method has been used is India. The country held, and
rightly too, that the great mass of the illiterate and poor rural population is a highly
valuable development resource. Many tried to exhort that the individual rural family and
the communities can be guided to the path of development if they were given practical
knowledge of the social and natural sciences. The government decided that the best way
to achieve the projected goals was to decentralize interpersonal communication to the
community block level. Each community development block was served by a team of
multi-purpose village-level workers supported by the subject matter specialists at the
block level, and supervised and co-ordinated by the block development officer. The
whole programme was planned, guided and supported by a national level community
development organization. The multi-purpose village level worker is the key
communicator in this method: he/she serves as a mediator between the rural elite and the
development bureaucracy of the government.
Ideological and Social Mobilization Method: Social mobilization is often used by
grassroots-based social movements but can also become a tool of elite and the state itself.
The process usually takes the form of large public gatherings such as mass meetings etc
and is unique communication methods that makes extensive use of interpersonal
channels. In this method, the channels are activated not by development agents, but by
the political party cadres. This is because this method sees development, especially rural
development, as a process which begins with a radical change in the political orientation
of the Peopleradical change the ultimate result of which is the formation of new social

relations. The main function of development communication, therefore, is seen as that of

promoting and lightening' the political consciousness of the people. The primary goal of
this method is the ability of workers and peasants to be self-reliant through mobilization
of internal resources, and thus to be in a position to control their future. Physical and
human development is subsumed under political consciousness because it is held that
political awareness would motivate people to participate in development activities to
satisfy their needs and aspirations. The operational structure of this method is virtually
the same as that of the extension and community development method. But the structure
and direction of message contents are different. While the former deals directly with
human and physical development problems, the latter lays emphasis on political
awareness as a prelude to any other type of development.
The Mass Media Approach: The mass media have become instruments not only for
information but also for education and development. Because of their unique
characteristics of speedy delivery of messages and extensive reach (wide-area coverage),
they have been found to be particularly useful in the dissemination of development
messages to large and dispersed populations, and, when properly used, in immediate
follow-up with opportunities for exchange of ideas on the information/messages
provided. The use of media in development can be treated at two levels: mass media,
often using television, radio, and print media in campaigns aimed at inducing the
adoption of innovations or other changes in behaviors; and community media, mainly
using radio and other folk expressions such as theater, concerned with giving voice and
representation to the various segments of local communities. Under this aspect, the
program tries to promote use of various media (including interpersonal relations and
traditional means of communication as much as the modern media) within systems of
interactive or two-way communication that can be appropriated by groups or
communities, and that are based not on the transmission of information or hortatory
messages, but on facilitating the exchange of ideas. In any given context, the use of these
systems must be linked to a process of community communication that will define the
parameters under which they are designed or introduced, the conditions for setting them
up, and the ways in which they can be evaluated. The history of development
communication in India can be traced to rural radio broadcasts in the 1940s in different
languages. Have you ever heard a rural programme on radio? If you come from a rural
area, you probably would have heard. People who present these programmes speak in a
language or dialect that the people in your area speak. The programmes may be about
farming and related subjects. The programme may comprise of interviews with experts,
officials and farmers, folk songs and information about weather, market rates, availability
of improved seeds and implements. There would also be programmes on related fields.
During the 1950s, the government started huge developmental programmes throughout
the country.In fact, when Doordarshan started on 15th September 1959; it was
concentrating only on programmes on agriculture. Many of you might have seen the
Krishi Darshan programme on Doordarshan. Later in 1975, when India used satellites for
telecasting television programmes in what is known as SITE (Satellite Instructional
Television Experiment), the programmes on education and development were made
available to 2400 villages in the states of Andhra Pradesh, Bihar, Karnataka, Madhya
Pradesh, Orissa and Rajasthan. As far as the print media is concerned, after Independence
when the Five Year Plans were initiated by the government for planned development, it

was the newspapers which gave great importance to development themes. They wrote on
various government development programmes and how the people could make use of
them. If the print media have contributed to development communication, the electronic
media radio and television especially All India Radio and Doordarshan have spread
messages on development as the main part of their broadcasts. However, amongst all the
media that are used for development communication, traditional media are the closest to
people who need messages of development like the farmers and workers. Such forms of
media are participatory and effective. You may have seen construction workers cooking
their meal of dal and rice over open fires in front of their tents set up temporarily on the
roadside. They need to be educated about the values of balanced nutrition, cleanliness,
hygiene and water and sanitation. Have you wondered how messages on such issues are
communicated?
In various parts of India, groups of volunteers use street theatre as a medium for
development communication. This is done through humorous skits and plays through
which the importance of literacy, hygiene etc. are enacted. The content for the skits is
drawn from the audiences life. For example, they are told about balanced nutrition .
This means supplementing their staple diet of dal and rice with green leafy vegetables
known to cure night blindness, an ailment common among construction workers.
Similarly, female construction workers and their children are taught how to read and
write. However, problems in communicating a message in an effective way have been a
matter of concern to development workers. How can people be taught new skills at a low
cost? What would be a good way to deal with sensitive topics such as health issues? How
can complicated new research, like that in agriculture for example, be simplified so that
ordinary people can benefit? One option has been the use of comics. But, in order to
achieve the desired results, these comics should be created locally. But what are
comics? You must have all at some point of time read a comic. Comics involve story
telling using visuals which must follow local ideas and culture in order to be understood
correctly by people. The important thing about comics is that they are made by people on
their own issues in their own language. So, readers find them closer to their day-to-day
lives. Programmes are organized in the remote areas of Jharkhand, Rajasthan, Tamilnadu,
and the North East to provide training to rural communicators to enable them to use
comics in development communication. Information on sensitive health issues such as
HIV/AIDS has been communicated through the medium of comics in several states.
However, you must understand that development communication using various media is
possible only with the active involvement of the following: (i) Development agencies like
departments of agriculture. (ii) Voluntary organizations (iii) Concerned citizens (iv)
Nongovernmental organizations (NGOs) Whenever we speak about development, the
contribution of voluntary groups, concerned citizens and nongovernmental organizations
cannot be ignored. Actually these groups help the government in implementing
development programmes. Of course the government, both central and state has various
departments to reach out to people on various issues. The NGOs undertake studies,
conduct research and develop appropriate messages for spreading awareness on various
issues pertaining to development. In the main, mass media approach to the use of
communication for development finds expression in two methods: the Centralized Mass
Media method and the Localized, or Decentralized, Mass Media method.

Centralized Mass Media Method: This method lays emphasis on centralized control of
both mass media infrastructure and the direction and flow of mass media messages. If we
were to construct a continuum with extension and community development at one end,
centralized mass media method would be at the other. It relies wholly on the mass media
for its messages flow and almost completely ignores the interpersonal system. Because it
uses the mass media for dissemination, its coverage potential is substantial: and because
the content of its messages is of a general nature, there is usually something of relevance,
no matter how small, to different segments of the society. It is based on the assumption
that a 'good and relevant message' is capable of being accepted by the individual on
his/her own, irrespective of the origin of the message, and that the best and hopeful way
to attract and hold a mass audience is to offer open and spontaneous and continuous
vicarious satisfaction as well as education. This is the method used by most countries in
developing societies. Many agree that developing countries adopt this method because it
is the cheapest and easiest method to use. However, research has shown that it is also the
least effective in ensuring intelligent understanding and effectiveness of development
messages .In this method, programmes/messages are planned, produced and disseminated
by 'experts' and programme officers in the urban headquarters of media organizations
with very little or no reference to the views and opinions of the receiving audiences.
Whether we are talking of radio, which is the most accessible medium especially for rural
audiences, or of the newspaper,whose content are meaningless unless one was literate,
or of televisionthe urban elite mediumwhose impact in rural communities is very
minimal, the procedure is always the same. Development messages are planned and
executed without consultation with the audiences to whom the messages are eventually
directed. The result is that message contents are usually at variance with the felt needs of
the people and, therefore, have very little chance of succeeding. Not only is there no
organization at the reception end, but also, because of the desire to reach the largest
number of people, the messages are always of a general nature. Effective development
messages demand some sort of organized action at the reception end, and also demand
specificity in message content to ensure relevance .
Centralized Mass Media method appears to have derived its operational strategy from the
Development Media theory which requires the mass media to join the government in the
task of nation-building and development. While the theory makes no reference to the
people-the target audience-it requires control and sanction of the mass media by the
government "in the interest of national objectives." This is why centralization of activities
is seen by media personnel or organizations that use the method as imperative; such
control helps to keep a sharp eye on everything that is done or not done, and therefore to
avoid provoking the anger of the government. The method is primarily concerned with
what the government wants, and what ideas media personnel have to meet those wants,
rather than with the construction of messages that would motivate the people to positive
actions through intelligent understanding of their needs and of how to meet those needs.
It is therefore no wonder that the result of using this method anywhere, especially in the
developing world, has left much to be desired. It generally succeeds in generating
affectedness of messages, that is, getting the messages to reach the target audiences; but it
almost always fails in ensuring effectiveness of messages, that is, creating an
understanding atmosphere in which the target audiences would accept the demands of the
messages and act according to those demands.

Localized Mass Media Method: Through local media the people can talk to themselves,
talk to the authorities, and participate fully in the construction and dissemination of
development messages meant for them There can be little doubt that media are
instrumental in increasing knowledge and influencing attitudes and behaviors, but this
influence is not as strong as originally believed, especially if it does not take the local
context into account. For instance, the vibrant world of community radio that has
emerged in recent years is often more empowering and influential than the more
celebrated medium of television, at least at the local level. The blind faith placed on
media in the past as a means to push or even leapfrog development in poorer countries
resembles the current hype for ICTs. The rise of more sophisticated communication and
information technologies, such as satellites or the Internet, has opened new horizons and
opportunities. The potential of the new technologies has not only increased the
penetration of mass media, for instance, through satellites, but it has also created new
opportunities to enhance communication at the local level utilizing technologies such as
the Internet or mobile telephones. The establishment of telecenters in rural areas is
spreading in many countries as a way to support local development in the social and
economic dimension.
The knowledge of traditional channels and strategies of communication used in the
various environments where the interventions are made to induce the people to take
responsibility for the communication process has also been identified for the
enhancement of local knowledge, to allow both for the bridging in of modern knowledge
and the valorization of community knowledge. This method is also very much media
oriented but, deriving its strength from the democratic participant media theory, it lays
emphasis on interaction with the people and on establishment of local media channels to
provide access for the people. The starting point in this method is the identification of the
problems of the people through personal calls, meetings and discussions by media
personnel who are required to enter into the socio-cultural contexts of the people.
Because of the need for specificity in message content, localized method calls for the
establishment of local media local radio, rural press and/or television
production/viewing centers. Each of these provides access and opportunities for
participation of the rural population in the planning and production of development
messages. Through local media, the rural population can talk to themselves, talk to the
authorities and participate fully in the construction and dissemination of development
messages meant for them. Such an interactive atmosphere based on correct interpretation
of the needs and aspirations of the people creates an understanding climate in which
confidence, credibility and willingness to make personal and community contributions
are at their best. An investigation into the impact of Radio in India provides evidence to
support the usefulness of the localized mass media method. Not only did many members
of the rural community participate in the radio's activities, but also the participative acts
of these members radiated to non-participants thus leading to wide range acceptance of
the radio messages and consequent changes in behaviour according to the demands of the
messages. The very act of participating in the planning and production of messages
disseminated through these rural media, create self confidence in the participants and turn
them into honorary messengers of development.

Integrated Approach: This is the approach which combines interpersonal and mass
media approaches into one, avoiding their limitations and problems but taking advantage
of their potentials. The integrated approach uses the mass media and interpersonal
communication at the same time. Not only does the interpersonal component involve the
use of the extension and community development method as well as the ideological and
mass mobilization method, but the mass media component also involves the use of
centralized and localized methods. All these are then linked up with traditional channels
and modes of communication. The structure of communication in any society is largely
determined by the growth and development of technology and by economic and cultural
institutions. To the extent that societies differ in their patterns of economic and sociocultural heritage, their communication patterns are also likely to differ from one another.
In traditional societies or rural communities, direct face to face communication is valued
as the most reliable and authentic form of communication. In such societies, the purpose
of communication is usually to promote social harmony rather than individual wellbeing; to reinforce stability and order rather than to bring about change and growth.
However, the ultimate goal of development communication is to cause positive and
effective change through the provision of necessary information (backed up by physical
inputs) that would create understanding and build self-confidence and motivation to
change. The thrust of the integrated approach, therefore, is to feed the interpersonal and
traditional network with information that would generate discussions which, in turn,
would lead to intelligent understanding of development objectives and each person's role
in achieving these objectives. To feed the interpersonal channels, development
communication depends on the mass media which have the potential for rapid
dissemination and wide-area coverage. The limits of interpersonal channels are soon
reached if development takes on a national character. Then the importance of the mass
media becomes obvious. They have the power to disseminate information and
development messages rapidly and, across the nation, but they are generally not able to
change peoples' attitudes. Interpersonal channel lacks the enhancing characteristics of the
mass media, but is relatively effective in inducing attitude change and effective
development behaviours, largely due to the impact of opinion leaders and of peer-group
pressures. Hence the need for a communication model