ASSIGNMENT O.

3
SUBMITTED BY: ZOYA SHAFIQ (S2018077049)
SUBMITTED TO: Dr. Muhammad Naeem Javed
SUBMISSION DATE: 7 JULY, 2020
COURSE: Development Communication
SECTION: A

University of Management and Technology

Development Support Communication

 What is Development Support Communication? Explain in
reference to origin, emergence, strategy and growth.

Development Support Communication

Development Communication

Loads of conceptions, uses and functions are associated with the term “Development.” It all
depends on the different theoretical foundations. Development in communication can be defined
as a process which is used by a society to achieve socio-economic, cultural, political and other
goals.

Stakeholders and policy makers are involved in Development Communication. It creates

conductive environments by assessing risks and opportunities. It promotes information exchange
to create positive social change via sustainable development. Development communication
techniques include information dissemination and education, social marketing, behavior change,
social mobilization, communication for social change and media advocacy community
participation.

Development Support Communication

Development Support Communication is a significant part of Development Communication. It is

associated with development planning and implementation on operational level. All agencies
linked in the planned development for example, policy makers, field workers, opinion leaders,
media houses, beneficiaries and researchers are included. Development support communication
is known for dealing with and creating positive change in terms of social, political economic and
cultural aspects. The need for professional communication roles in development calls out for
Development Support Communication. Problem solving and dealing with development issues,
beginning with systematic understandings of the local condition are the primary roles of
Development Support communication. The capacity of development support communication to
acquire popular participation and argued that development support communication has
participatory approach the idea of development communication is an important element
necessary for the inducing economic development. The belief that a new and an all-inclusive
solution to development is provided by Development Support Communication is progressively

Development Support Communication

gaining ground in South Africa. Development Support Communication can provide support for
the powerful development industry judging from the DSC’s capacity to acquire popular
participation.
Research evidence suggests that communication is not the only missing piece. Problems of under
development and over development are just as crucial as they are in information related factors.
Origin and Emergence of Development Support Communication

The concept of development is as old as the human history itself. Industrial revolution of the 18th
century, World War I (1914-1918) and World War II (1939-1945) gave new meaning to this
concept. While focusing on increase in income and industrial and agricultural productions a new
concept of “development as a total change” rises. This change of positive nature included change
in traditional social culture setup attitudes and behaviors.

Development Communication is a natural human activity which carries information about things,
ideas, places, policies and persons. It is a process through which a human being understands
others and in return is understood by others. When defining its relevancy with mass
communication, the word communication belongs to the Latin and Greek Words “Communis”
and “Communicane.” These words stand for making something common between two or more
people.

According to Carl Hovland Communication is the process by which an individual who can also
be called the communicator transmits stimuli done usually by verbal symbols to modify the
behavior of other individuals who can also be called communicatees.

The issue of development in the Western Countries was raised after the destruction which took
place in the second World War. The third world countries ridden with poverty and lacking in
technology, science and investment facilities argued that if the western countries want to be
developed, it is crucial for the third world countries to be given facilities to grow and develop in
order to avoid the economic crisis.

So we can conclude that the concept of development communication was given rise within the
framework of the contribution that communication and the media originated in response to the
desire of development in the countries of the Third World.

Development Support Communication

Three main ideas which make development communication unique from general communication
are:

 Development communication is purposive communication.

 Development communication is value-laden.
 Development communication is pragmatic.

In the development context, a suggested positive value is attached to what one communicates
about, which in turn will motivate the people for social change. But originally the term
Development Communication was used by the Western writers like Daniel Lerner, Lucian Pye
and Wilbur Schramm. Nora C. Quebral says, that “Development communication is an art and
science of human communication apply to the speedy transformation of a country and mass of its
people from poverty to a dynamic state and the larger fulfillment of the human potential.”

The Core Concepts of Development Support Communication

The philosophy of DSC is given in the points below:

 It sums up the latest efforts undertaken to bring about a positive change in a constricted
area.
 It aims at perusing the audience to achieve a defined and specific goal of change and
development.
 It evolved as a more specific and participatory communication effort to educate the
people of rural settings.
 It does not require technology based communication media.
 Its backbone concept is to motivate the intended audience towards change using all
available means of communication.
 It works within a specific community to create awareness about innovations.
 It interacts with audience closely.

Role of Change in Development Support Communication

The concept of change is positive in character which leads and motivates human beings towards
better living conditions. Change process may occur at various levels and in different form. It may

Development Support Communication

be in terms as a change in people’s physical structure, social organization, change in technology,
normative values, health, agriculture, education and demographical etc.
The study of social change which is brought out as a result of communication research, theory
and developmental technologies application is termed as Development Communication.
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.
Objectives of Development Support Communication

Development Support Communication can have three objectives as described below:

 DSC can be used to enhance the basic life sustaining goods such as shelter, food, health
and protection availability and distribution.
 Raise incomes, better education, more job opportunities, higher awareness level of human
and cultural values and overall increase the living conditions of people. All of this will
not only work for the betterment of material well-being but also enhance self-esteem on
national and individual level.
 DSC can widen the range of social and economic choices available to individuals and
nations by freeing them from dependence and servitude not only in relation to other
people and nation-states but also to the forces of human misery and ignorance.

Planning and Growth Strategy for Development Support Communication

Planning is said to be a prerequisite of any program and in case of Development Support

Communication (DSC) appropriate planning is the primary step for achieving the goals. DSC
campaign is an integrated manner that utilizes different educational and communication methods,
aimed at focusing attention on a particular problem and its solution over a period of time.
1. Identification of objectives: It means to examine campaign goals and aims for getting long
term results. Research about the project, people, environment, social and cultural values etc.
for the concern area. Identify the problems, and make a mindset of how to shape a solution
for it. A problem is defined as the undesired difference between a present (unsustainable)
situation and a future, desired (sustainable) situation. The definition of the problem must be a

Development Support Communication

 factual and specific description of the existing undesired situation. A communication
campaign usually is designed to deal with just one problem. However, a communication
campaign can also address a complex problem by breaking it down into a series of sub-
problems.
Figure out what way of communication and media should be adopted to educate the
concerned people. It involves sound judgment by gathering information. Determine key
development priorities through field surveys, community consensus, interviews with field
specialists and subject matter specialists. Assess media channels available to potential target
groups and find out whether technology transfer inputs are readily available.
2. Analysis: It involves study and investigation of a problem. It involves pointing out of most
important needs to establish campaign objectives. To identify target groups while it also
involves measuring of attitudes, practices, conduct focus group sessions, set specific
communication campaign objectives, determine multi- media mix and message design
strategies for target audience.
At this stage of the campaign process, not only is the problem or issue thoroughly researched,
but the audience may also be polled to determine existing knowledge, attitudes, beliefs and
values concerning the problem or issue. At this point, individuals with “traditional” or local
knowledge might also be consulted.
3. Collaborations with companies and institutions: At this point in the campaign strategy
process, it may be valuable to gain the support of others who are also concerned about the
problem/issue. Existing organizations may be willing to donate time and/or resources toward
problem solution and/or situation improvement. Individuals who perceive the situation to be
a problem might be interested and/or willing to contribute. Therefore, some initial or
preliminary campaigning might be valuable in obtaining this support. Meetings, public
forums, workshops and other similar gatherings can be used to bring together like-minded
people. It is often from these “brainstorming” sessions that the best campaign ideas emerge.
4. Formulation of the plan: It includes selection of the suitable method, timing the campaign,
using slogans and symbols, pretesting the messages, providing channels for information,
seeking and involving people. In easy words it means to draw up action plan. Some of the
main point to keep in mind while drawing up a plan are as follows:

Development Support Communication

  Target Audience Analysis: In order to make the environmental problem/issue have
relevance to the audience, careful audience targeting must be achieved. The question
should be asked: with which segments of the population is there a fair chance of realizing
the campaign objectives? Sometimes audiences can be determined by asking: for whom
is this a problem or who needs to take action to remedy the situation? In response to the
main question of who is the target audience, consider the following:
 Who is the final target audience?
 Is there an intermediate target audience who will take the message to the final
target audience?
 Is there a secondary target audience to whom the initial target audience can take
messages?
 Size of the target audience
 Demographic and social-economic characteristics of target audience: age,
education, family, gender, cultural background, religion, income and welfare,
profession and working environment, car owner, home- or land-owner, etc.
 Psychological characteristics of target audience: hobbies, interests, existing
knowledge, attitudes and values concerning environment, etc.
 Accessibility and traceability of the target audience
 Size and intensity of the problem for the target group
 Time needed to achieve the objective with the target group
 Costs and best means possible of reaching target group.
 Determining Functions of Audiences: One factor to keep in mind when determining the
target audience is that audiences may serve various functions, depending on the
problem/issue. The most basic function of an audience is as a “market” for information.
Audience members are perceived as “customers” of knowledge, and the communicator’s
role is to enlighten, inform or entertain the audience with the content of the messages. A
more interactive function of an audience is as “dialogue partner” with the communicator.
This function involves a two-way communication situation in which effective
communication should theoretically flow both ways between senders and receivers of
messages. Audiences are talked with, not at, with the aim of mutual understanding,
negotiating, and problem solving. This interaction works well for environmental

Development Support Communication

 sustainability issues. Another and highly effective function of audiences is as
“communicators.” Audiences can be recruited to become active senders and
communicators after they have received the messages. Audience members can become
actively involved in re-circulating the messages, as they take the information they have
learned and the values they have formed to share with their circle of friends,
acquaintances and communities.
 Factors concerning Target Audiences: Several factors concerning target audiences
should be taken into consideration when preparing communication campaigns. The first
of these factors is the knowledge factor. The question should be asked: what is the
audience’s level of knowledge, awareness, and/or insight concerning the problem/issue?
The audience’s knowledge level will determine the type of messages that need to be
devised. Audience knowledge can be determined by survey or questionnaire methods of
scientific polling. If personal contact with the target audience is possible, then audience
knowledge can also be determined through feedback obtained at public meetings or other
events to which the audience is invited. The second factor is the attitude factor. The
questions should be asked: what are the audience’s interest in, feelings or opinions about,
or prejudices concerning the problem/issue? These attitude factors will affect the receipt
of messages, so messages will have to be designed with these attitude factors in mind.
The third factor is the behavior factor. The questions should be asked: what behavior or
behavioral intentions does the target audience exhibit in relation to the problem? Is the
current behavior an unsustainable one that the audience might be willing to change if
informed and/or persuaded? If so, what information (based on the knowledge factor) is
needed for presentation? And what type of persuasive campaign would be effective with
this particular audience? Keep in mind that, at the same time as target audience
knowledge is assessed, current attitudes and behaviors relating to the problem or issues
can also be determined through the same survey/questionnaire/feedback techniques.
 Determine Campaign Budget: Most communication campaigns will involve the use of
funds for various campaign activities. Before communication channels are selected, a
budget will need to be determined because different methods of information distribution
will entail various costs. Probably the greatest costs of communication campaigns are
advertising costs and printing costs if high quality brochures and other such publications

Development Support Communication

 are used. If the campaign entails the use of advertising on television or in newspapers and
magazines, the cost of the campaign will have to include advertising costs according to
the stations or publications selected for the target audience. Advertising can be an
expensive part of a campaign and therefore is usually used by organizations with
advertising budgets or is sponsored by philanthropic individuals. Campaign organizers
should take advantage of free and low-cost efforts when relevant and when possible. If
the campaign involves events to which the public is invited, then most of the mass media
will run public service announcements for free because the events are newsworthy. Many
campaigns also involve public events such as concerts, workshops, or even advocacy
events such as protests, all of which are “newsworthy” events worthy of news coverage.
Other low-cost strategies involve the distribution of flyers or letters. If a letter-writing
campaign is used and letters are being sent in bulk to legislators or other government
officials, for example, then bulk-mailing rates can apply.
Regardless of the campaign budget, it is best to know how much money is available for
spending in advance of planning campaign activities. Many successful environmental
sustainability campaigns that occur at the community level are conducted on low budgets
and rely to a great extent on volunteer help.
 Select Communication Channels: Once the campaign goals and objectives are
determined, the audience is analyzed, and the budget planned, the next step is to decide
the communication channels most appropriate for the target audience: interpersonal
communication channels or mass media communication channels.
Interpersonal Communication Channels work best for relatively small and specifically
identified audiences with whom the communicators can have personal contact.
Interpersonal communication channels work well within small communities because
direct communication can be used. Some interpersonal channels include: Personal letters,
Personal e-mails, Door-to-door, face-to-face interaction, Speeches/Presentations,
Pamphlets/Flyers/Brochures to individual addresses, Meetings/Workshops.
Mass Media Communication Channels should be prioritized when approaching a large
population. The most common platforms for mass media are newspapers, magazines,
radio, television, and the Internet.

Development Support Communication

5. Field Evaluation: Carry out small scale field evaluations at strategic points during campaign
to suggest where in-course changes may be warranted. Conduct full scale post-campaign
impact evaluation survey and use as feed-forward for future campaigns. Looking the factors
of success or failure on behalf of those the project can be improved in future.

Development Support Communication