Course Code: MBAF-AGOE

3S - Start, Give, Sustain

DEVELOPMENT
● Process (levels, stages, phases)
● Multi-faceted (human, social, economic, cultural)
● Condition (not poor, comfortable)
● State and state of mind (progress, positive)
● Multi-disciplinal (science, social science, theology, arts/entertainment)
● Can be described or characterized
● Sustainable development for social, economic and environmental aspects.
● Education, Income and Health - Good quality of life

UNDERDEVELOPMENT
● all things bad
● Anti-thesis to development
● A state of deprivation, poverty, inequity
● Lack of progress/improvement

DEVELOPMENT COMMUNICATION
“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.”
- Dr. Nora Quebral, Professor Emeritus, UPLB
 Commented [1]: Read pa-konti konti hebheb

January 29, 2018

Development Communication
“The use of communication to facilitate social development.”
- Dr. Nora Quebral, Professor Eneritus, UPLB

Development Communication techniques:

● Information Dissemination & Education - any form or medium that has impact on people
● Behavior Change - adapting a practice
● Social Marketing - promoting a value/practice/principle
● Social Mobilization - (pagpapakilos), call to action
● Media Advocacy - media takes on certain causes
● Communication for Social Change - non-media, organizations/individuals communicate
different initiatives to make social change. CSO - Civil Service
Organization
 ● Community Participation - Series of programs/projects within a community (ex. Home
Owners’ Associations)

Development Theory
- Development theories seek to explain how and why countries are developed or
underdeveloped
- Theories can be categorized depending on the vision, direction, perspective and
approach
- No theory can fully explain all development issues and challenges (no mother theory)
- WORLD VIEW DEVELOPMENT SLIDE

Four Development Approaches

1. Linear-Stages-of-Growth Models (development as a series of successive stages;
1950s + 1960s)
2. Structural Change Models (internal process of structural changes that a developing
country must go through; 1970s) (ex. for a long time PLDT was the only telephone
company; monopoly. The government opened its doors to other players so that there will
be competition; trade liberalization)
3. International Dependence Models (underdeveloped in terms of international and
domestic power relationships; -institutionals and structural rigidities; - the resulting
proliferation of dual economies; 1970s) (labor exportation; BPO industry - labor is
exported but not physically)
4. Neoclassical counter-revolution (free markets,(free to operate in the market; ex. any
country can sell their goods to other countries) open economies and the privatization of
public enterprises; also known as market fundamentalism; 1980s + 1990s)

DEVCOMM KEY CONCEPTS

● Communication for development

● The use of communication to facilitate social, human development
● Emancipation communication (freedom from oppression) (objective is to empower
people)

DEVCOMM APPROACH

1. Research: Knowledge, Attitude & Practice

● Knowledge: means the ability of pursuing and using information, and by understanding,
learning experience, and identifying the studying technologies.
● Attitude: indicates the result of making reactions via some ways in some situations and
observed and explains based on the result of reaction or combine into one point of view.
● Practice: indicate what knowledge and habit work together.

2. Campaign & Message Design

- intended audience: intended participants in the development process
3. Execution & Implementation

5Es DevComm Model

Explain
Educate
Entertain
Engaged
Emotion

ASSIGNMENT:
- Describe and illustrate your ideal country.
- Is this country existing? How will you help make it a reality?
- DEADTLINE: FEBRUARY 12 via, schoolbook.

DevCom: Areas of Specialization

● Development Journalism
● Science Communication
● Community Communication
● Education Communication and Technology

Development Journalism
Journalism - history in a hurry
● Practice of gathering and writing of developmental news and information, with emphasis
on news recognition and accuracy.
● Writing news w/ a development lens
● Not all dev’t projects can be considered good all the time
● Reporting on the political, social, and economic aspects of development.
● Serves as an instrument of social justice and a tool for achieving beneficial social
change.
● A development journalist: critically examines, evaluates and reports the relevance if a
development project to national and local needs, the difference between a planned
scheme and its actual implementation, and the difference between its impact on people
as claimed by government and as it actually is.
● Related: development reporting

Science Communication
● A form of public communication that presents science-related topics to non-experts
especially to the general public.
● Communication between scientists as well as between scientists and non-scientists.

Community Communication
 ● Any form of communication activity that may involve media that is created and controlled
by a community, either a geographic community or a community of identity or interest.
● Content is generated and circulated by and within the community that owns it.

Education Communication and Technology

● The practice of planning and designing media-based learning systems
● Practitioners create, use, and evaluate media and technology for learning and social
change - from software and websites, to games, video and mobile apps.

LMS - learning management system

Massive online open-course system