Objectives
At the end of this module, you should be able to:
- Explain the concept of development communication in your own words.
- Discuss the uniqueness and similarity of devcom with other allied fields.
- Relate how development communication started as a field of study; and
- Give an example of how it is implemented.
Activity
Activity 9. The simplest, most concise and most elegant definition of development communication that I have ever read was that of Nora C. Quebral’s in the Development Communication Primer (Quebral and Gomez, 1976). In it, Quebral states: Development communication is communication for planned social change.”
Are you able to expound on this? Note down your answers in your DEVC 202 Journal.
It has been observed that former students buckle under pressure as they attempt in vain to give a satisfactory definition of development communication using their own terms. Most of these instances occurred while being interviewed for a job. In one instance, a student was being interviewed as a finalist in a beauty contest aired on national television. Will you be able to fare better? Imagine yourself being asked to define your field using your own words in a job interview?
Answer
Development communication is communication for planned social change. This means that DevCom is a means of communicating development to an individual, the community, and society.
For the individual
It is about helping them realise their potential, understand the role they can play in their environment, and make choices that improve their own life. This personal awareness becomes the foundation for meaningful participation in development.
For the Community
When empowered individuals recognise their potential, they naturally begin contributing in more intentional ways. They share their expertise, experiences, and insights, creating a ripple effect that encourages others to grow, act, and uplift one another. A community becomes stronger when development starts at the personal level and expands outward.
For the Society
This means that the collective efforts of empowered individuals and communities build towards broader, more inclusive change. As more communities grow and influence one another, society moves toward equal opportunities and shared progress. This becomes visible through shifts in culture, attitudes, and beliefs that transform how people interact, as individuals, as members of a community, and as a society working toward a common goal.