Module 3

-Role of communicator in the process of social change

It involves the use of variety of communication techniques to address inefficient
systems, processes, or modes of production within a specific location that has
not incurred major technological advances. Different mediums and approaches
are used to help individuals among the targeted society to acquire new
knowledge and skills. This will allow communities not only to experience
change but to guide it as well.
A possible strategy in achieving sustainability and development places the
people of the community in the center of the communication process. This
technique is also known as the participatory approach where interpersonal
communication is exercised through community media. The members of the
culture are agents of change as opposed to the outsiders who may provide any
necessary tools. Technology then becomes implemented by people in their
social and economic contexts and results in a major shaping process. The
participatory approach can be combined with three other types of
communicative methods to effectively invoke social change. These include:
behavior change communication, mass communication, and advocacy
communication.
Different types of mediums can be used in achieving governance, health and
sustainable development. Old media can be combined with new media to
educate specific populations. Information and communication technologies
(ICTs) in addition to multi-media are able to address visual, auditory and
kinesthetic learners and prove to be an important contribution to economic
growth. Questions need to be raised about who the stake holders, policy makers,
partners and practitioners are and what their goals might be for the community
seeking sustainable development. Oftentimes, those who set the agenda are the
ones doing the funding for the project and may include international agencies,
bilateral agencies, national authorities, NGOs, and local organizations.
Prior to the project, decision makers consider if introducing new technology
will disrupt religion, language, political organization, economy, familial
relations and social complexity of the targeted society. Other factors have to be
acknowledged as well and may include already present policies and legislations,
educational systems, service provisions, institutional and organizational
constructions (in the forms of corruption, bureaucracy, etc.), socio-demographic
and economic aspects, and the physical environment.
The Millennium Development Goals (MDGs) are an official set of universal
goals created by world leaders and adopted by the United Nations to be
completed within a specific time frame (2000–2015). They address various
aspects of human development and are categorized into eight objectives:
 Eradicate Extreme Hunger and Poverty
 Achieve Universal Primary Education
 Promote Gender Equality and Empower Women
 Reduce Child Mortality
 Improve Maternal Health
 Combat HIV/AIDS, Malaria and other diseases
 Ensure Environmental Sustainability
 Develop a Global Partnership for Development
These goals tackle extreme poverty in multiple parts of the world but with
already pre-existing setbacks, their feasibility is questioned. Progress in Latin
America and the Caribbean, sub-Saharan Africa, and the Middle East and North
Africa, combined, was a tenth met of the last agreed target.

-Mass media as a tool for development; Entertainment Education

as an ICT tool
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 ‗TeleEducation‘ by launching EDUSAT, a satellite totally
dedicated to the nation‘s need for 9 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.
In this era of technological revolution and changing patterns of family life,
children’s favorite pastime has gone beyond outdoor activities or reading bed
time stories. Like any other age group, media and children are dependent
mutually for their existence. While a majority of children are found watching
Television, surfing internet, playing video games on smart phones or on
computer, or watching their favorite cartoon/videos online media, we also have
children being seriously considered as their prospective customers. We have an
influx of Kids channels on Television, comics, VCD’s/DVD’s and New Media
in its various manifestations are available in abundance. Childhood also refers
to education and children spend a quality time in schools. Thanks to the concept
of globalization, technological revolution has made their presence in many
international schools that have mushroomed in many big cities. New Media
which has found its niche in all fields has not spared education field also.
Bangalore being an IT hub hosts innumerable types of educational franchise
catering to the needs of customers. One of the most defining factors as observed
in these schools is their extensive usage of new media tools as part of their
system. In these schools the children are not only being exposed to new media
as an educative medium but also for entertainment purposes, thus providing an
impetus for better learning and understanding.
The digitally transformed India has proved to be a land of opportunity to
explore and exploit the best of the resources. Education sector is one of the
opportune areas where we notice digital outlets flourishing. The last 3 years
have witnessed tremendous growth in the penetration of digital learning
solutions in schools. Increase in the internet penetration, huge untapped market,
growing income, raising standard of living and aspirations have facilitated the
emergence of global education companies.