DevCom in UP Los Baños Laguna, Philippines
Dr. Quebral presented the field of study in 1971 as, "the art and science of human communication linked to a society's planned transformation from a state of poverty to one of dynamic socio-economic growth that makes for greater equity and the larger unfolding of individual potential."
In 2002, it was re-defined as, "the art and science of human communication linked to a society’s planned transformation from a state of poverty
to one of dynamic socio-economic growth that makes for greater equity and the larger unfolding of individual potential."
In 2012, DevCom was re-defined again as, "the science of human communication linked to the transitioning of communities from poverty in all its forms to a dynamic, overall growth that fosters equity and the unfolding of individual potential."
Apparently, you can see above that DevCom has multiple definitions. However, the ideas attached to it remain the same -- they aim to improve people's lives.
In a 2011 speech in London, Dr. Quebral emphasized the transition of DevCom's definition as seemingly prophetic since she had written DevCom Experience in the 1980s and said that, "The concept [development communication] has not been static."
She also added that, "Sometimes it is praised or criticized on grounds no longer germane -- if they ever were. In the '90s and through the century just around the corner, it will probably continue to adapt as any dynamic organism will."
Imee Marcos slammed by practitioners for calling Devcom 'archaic'. OCT 13, 2020. (https://cnnphilippines.com/news/2020/10/13/Imee-Marcos-slammed-by-practitioners-Devcom-archaic--.html)
Senator Imee Marcos schooled about DevCom after 'cute,' 'archaic' remark. OCT 14, 2020. (https://www.rappler.com/nation/imee-marcos-schooled-development-communication-remark)
UPLB DevCom Student Council to Imee: Dev't comm relevant because of Marcoses. OCT 14, 2020.
(https://www.google.com/amp/s/www.gmanetwork.com/news/news/nation/759769/uplb-devcom-student-council-to-imee-dev-t-comm-relevant-because-of-marcoses/story/%3famp)
Imee Marcos told: DevCom still relevant with poverty, remnants of Martial Law atrocities. OCT 14, 2020. (https://www.google.com/amp/s/news.abs-cbn.com/amp/news/10/14/20/imee-marcos-told-devcom-still-relevant-with-poverty-remnants-of-martial-law-atrocities)
To conclude this post, I want to leave a quotation from Dr. Nora C Quebral to serve as inspiration to DevCom students and DevCom practitioners.
"Development communication has gone by some other tag in the past and may be called differently in the future. Its present name could go out of fashion after a while. Not likely to disappear, though, is the idea that underlies it: that the art of [human] communication, infused by social science principles, can be consciously directed towards improving people's lives. This is the essence of development communication, regardless of how it is labeled or what else may be imputed to it."
SOURCES AND FURTHER READINGS:
1). Daya, R. A. 2019. The Filipinos and the Philippines in Nora Cruz Quebral’s development communication discourse: Strengthening communication’s groundedness in a nation’s context. International Journal of Asia Pacific Studies 15 (2): 143–173, https://doi.org/10.21315/ijaps2019.15.2.6
Link: https://doi.org/10.21315/ijaps2019.15.2.6
2). Professor Nora Cruz Quebral Dec 2011 lecture - LSE
Link: https://www.google.com/url?sa=t&source=web&rct=j&url=https://www.lse.ac.uk/media-and-communications/assets/documents/events/past-events/Professor-Nora-Cruz-Quebral-Dec-2011-lecture.pdf&ved=2ahUKEwjY4fGGxrTsAhVOGaYKHZLPDAIQFjAEegQIBBAB&usg=AOvVaw2kVSjZUQwgn7AgvkX283xD
3).17 Feb 2007. Manifesto for Development Communication: Nora Quebral and the Los Baños School of Development Communication
Link: https://doi.org/10.1080/01292980500467632
4). The Underside of Communication in Development
Link: https://www.google.com/url?sa=t&source=web&rct=j&url=https://www.nordicom.gu.se/sites/default/files/kapitel-pdf/362_quebral.pdf&ved=2ahUKEwjY4fGGxrTsAhVOGaYKHZLPDAIQFjAQegQIBxAB&usg=AOvVaw3X4TuwKL7pQEUGRLMy1PPt
I'm calling out Imee Marcos.
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