Development Communication and Communication for Development: Keys to Democracy, Sustainability, and Resiliency
When we think of democratic countries, sustainable development, and resilient societies what first comes to mind are political institutions, environmental advocacies, and disaster preparedness. However, at the core of these concepts is a simple everyday term that we hear -- communication.
Development Communication through various forms of communication media such as new, old, and community media have been pivotal in sustaining and keeping democracy alive. In order to understand its role, we must first look at its four basic tasks according to Quebral (2012) that allows for the strengthening of democracy:
“1. Circulate knowledge that will inform people of significant events, opportunities, dangers and changes in their community, the country, the region and the world;
2. Provide a forum where issues affecting the national or community life may be discussed;
3. Teach those ideas, skills and values that people need to achieve a better life;
4. Create and maintain a base of consensus that is needed for the stability of a state.”
These tasks are essential in creating checks and balances within society that can sustain not only stability, but also a state's sense of democracy. To illustrate, circulating knowledge about dangers and threats to democracy is a step towards participation and involvement in state affairs. With this knowledge, a forum is provided for people to mobilize, resist, and demand for the preservation of democracy. Take a look at the recent uprising regarding the Anti-Terror Law, where various communication media outlets and development communicators circulated knowledge through old and new media in an attempt to preserve the country’s democracy. Forums and discussions led to concrete actions to protect democracy, such as petitions, and mobilizations.
When governments employ values that are harmful to democracies, development communication has a role in teaching communities and individuals ideas and values that fosters participatory development and democracy which can increase one’s quality of life. Through the spread of these ideas and values, development communication has the potential to maintain a base of consensus that is pro-democracy in order to counter further suppression of citizens and the state.
According to Servaes (2020), Communication for development and social change's ultimate objective is sustainable development in society. This is done through empowering individuals and nurturing knowledge in order to enhance decision-making of communities to address present needs while ensuring that future generations can live in a society that can meet their needs as well. Communication for development and social change strategies must be participatory in nature to create a consensus for action that demand sustainable development for both the present and the future. Communication for development aids in the creation of a consensus for action through emphasizing the importance of a two-way communication between development workers and various stakeholders. Before reaching the goal of behavior change that can bring about collective action, one must first listen to stakeholders' feedback in order to produce a contextualized development project for their community (Chatterjee 2010).
Communication for Development and Social change can pave way to the building of resilient societies. Resilient societies have the ability to ensure continuity in the face of shocks and disturbances by reorganizing its structures and operations. This kind of society must be flexible and has tolerance to diversity in culture, ideologies, and identities. One of Communication for Development and Social change’s starting point is showing mutual understanding characterized by tolerance, consciousness-raising, acceptance, and respect which can aid in the building of resilient societies that take into account diversity in needs, interest, and capacities of its members.
In order for communication for development and social change strategies to foster this mutual understanding, it must first be based on a definition of development that addresses inequalities through emphasizing that the duty of development lies in everyone's hands based on principles of empowerment and human rights. To concretely communicate and nurture knowledge that is based on the definition of development previously mentioned, policies that are bottom-up in nature must be employed in order to take into account various cultures, ideologies, and identities.
If you’re interested to learn more, these are insights I have gleaned from three readings:
1. Terms and Definitions in Communication for Development and Social Change by Jan Servaes
2. Development Communication Primer by Nora Cruz Quebral
3. Development Communication: Communication for or of Development? by Dr. Mrinal Chatterjee
If you are thinking about which reading to start on, here are each of the reading’s differences:
1. Terms and Definitions in Communication and Social Change is a good piece for readers without much background on concepts used in the social sciences and in the field of Communication for Development and Social Change. Unlike the other two readings, it gives a good foundation on definitions needed to understand before further research. However, it does not go deep into understanding Communication for Development and Social Change.
2. Development Communication Primer is for readers that want to further understand the roles, goals, and changes of development communication. The reading does a good job of illustrating the importance of development communication to various sectors such as fisherfolk, urban dwellers, and migrants.
3. Development Communication: Communication for or of Development? provides a historical background of Development communication, along with the concept’s goals, problems, and communicators. It even introduces Development Journalism and provides tips at the end of the reading on how to write a good developmental story.
A similarity among the readings is how any form of development communication and communication for development and social change must be participatory in nature. This suggests that transmitting the message is just as important as audience feedback and understanding of the message transmitted. Through this kind of communication strategy, development interventions and programs may be successful in pursuing its goals and objectives. Common themes include alleviating poverty and improving social welfare through communication, and assumptions on goals and objectives of both development communication and communication for development and social change.
I did find several concepts to be a little confusing and difficult to understand while going through the readings. For Servaes’ work, I had trouble differentiating ‘Development’ and ‘Social Change’ because it did not mention how the two are different or why social change is a more neutral term for development. The relationship between Ideology and Power was also unclear to me, specifically how power reinforces certain dominating ideologies in society. For Quebral’s primer, I had difficulty in understanding what community media was because there was no mention of its definition, and what constitutes as community media aside from community radio and newspapers. Lastly, I had difficulty in differentiating types of Development Campaigns in Chatterjee’s reading because I thought the definitions of each overlapped, having no clear distinction.
If you have any resources I can read up on to further understand the concepts above, it would be greatly appreciated! I hope you learned a thing or two from my take on Development Communication and Communication for Development. Reply with your own thoughts and insights! Until the next development think piece, ciao :)