Development Communication and Communications for Development
On the Evolution of Definitions
Much of the earlier definitions of communication in relation to the field of development began with defining progress along the lines of economic growth and Western standards of development. This, I believe, has greatly narrowed the goals and action points of communication to fulfill only a specific set of needs while excluding the rest.
For example, in the earlier editions, there is much emphasis placed on the application of theory, research, and technology but there is little mention (if any at all), on how communication should also be focused on communities communicating what development means for them. It was only in 2006 when mention of empowering grassroots was mentioned.
Additionally, the distinction made between Development Communication and Communication for Development was subtle but necessary. This sought to distinguish the language of development that is used for research and theory, and one that is used for application. Much of the heavy academic jargon in Development Communication can be simplified to become more accessible to the people it was created for in the first place. This, in turn, prevents gatekeeping and alienation, and ultimately allows the language of development to be an inclusive one.
On the Role of Communication
Communication's role in development is ubiquitous. In this modern age, communication can be found not just in our physical spaces but in our virtual ones as well, especially now because of the pandemic.
We see the ways in which communication becomes the primary tool for creating positive social impact. But as much as it can be used for good, its role can also be corrupted. A medium for empowerment can just as easily be used as a medium for oppression, depending on who wields it.
Communication can be used to bridge communities to the resources they need but it can also be used by oppressive forces to deprive them of it. As stated by Servaes, the internet acts as "a point of access to global knowledge infrastructure" but there is also a digital divide between the info-rich and the info-poor.
Communication can be used to move people into anger and action against tyranny, but the same tool can used to forcibly silence them or serve propaganda.
Communication can serve as a platform to inform and educate others, but it end up subscribing to problematic standards of knowledge. Much of our history, for example, still follows Western narratives or narratives written by victors, by those in the center, or by those in the majority.
The ubiquitous nature of communication thus becomes a volatile one. The task of using it for good will depend on the intention, accessibility, and constant critical awareness of what is being communicated and who it could be excluding along the way.
On the Selectivity of Mainstream Communication Media
After the problem of content comes the challenge of navigation.
Communication media strives to cover all angles but it does not necessarily happen all the time. Much of mainstream communication media is still focused on global, national, and local centers, leaving much of the narratives of peripheries uncharted.
The plight of marginalized communities, such as Black, Indigenous, and People of Color would also tend to receive less mainstream media coverage. Often the pattern is that the issue would trend for a period of time, then the dust would settle and the rage dies down.
Capitalism also influences what actually gets news coverage because of the way journalists have to ensure that their content actually garners clicks from the public.
Additionally, even if news coverage exists, there's the challenge of online saturation and social media algorithms to navigate through. As such, these would only end up getting buried by flashier headlines.
Communication Media is actually more selective than it lets us believe. As such, this makes pockets of resistance in development communication and communication for development important now more than ever.
