The term "Development Communication" was first coined in 1972 by. Nora C. Quebral, who defines the field 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.
Definition of Development Communication
Thomas L. Mcphail
“Development communication is the process of intervening in a systemic or strategic manner with either media (print, radio, telephony, video, and the internet), or education (training, literacy, schooling) for the purpose of positive social change. The change could be economic, personal, as in spiritual, social and cultural, or political”.
Roles and philosophy of Development communication
- It is evident that mass communication has played a vital role in expediting the process of communication. The content of mass communication makes people aware about their own environment.
- A large percentage of people are illiterate in a country like India. Hence, they do not understand the importance of education, and many issues come under light only after getting educated.
- It is proved that development communication is the need of the hour and therefore, different approaches are used in development communication to reach the people with effective messages.
- These approaches are: Diffusion/extension approach, mass media approach, instructional approach, localized approach and planned approach. In the mass media approach, dissemination of information using mass media channels is the main idea.
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