4.

THE PROCESS

At the end of this chapter, you should be

able to:

1. Define communication;
2. Explain the elements of
communication;
3. Enumerate the different levels of
communication; and
4. Compare and contrast the models of
communication.

How does one define communication?

As development communication students, how important communication is in achieving the highest

social good through its application?

COMMUNICATION

K
incaid and Schramm define communication as “the process of sharing and the relationship of
the participants in this process.” On the other hand, Dennis McQuail and Sven Windahl list the
following definitions of communication:

1.The transmission of information, ideas, attitudes, or emotion from one person or group to
another primarily through symbols (Theodorson and Theodorson, 1969).

2. “Social interaction through messages.” (Gerbner, 1967).

3. A process by which a source sends a message to a receiver by means of some channel to

produce a response from the receiver, in accordance with the intention of the source (SRA
Sourcebook, 1996).

So far, we have come across with the two key words the process and the information out of the
definitions.

According to Kincaid and Schramm :

1. Not all communication has to be human communication.

2. Not all participants in a communication process have to be present at the same time.
3. Communication can take place over large distances of space and time.

4. Not all communication takes place in words.

5. Communication does not always require two or more participants.

6.Thinking is a form of communication.

LOOKING AT THE PROCESS

When communication looked upon as a process, it follow s that it has elements that are continually
changing, dynamic and interacting.

Furthermore, the events and relationships among its elements are seen as being:

1. O n-going

2. Cyclic

3. Ever-changing

4. No beginning, no end

5. Interdependent

6. Interrelated

And as a process, communication should have the follow ing attributes (SRA Sourcebook).

1. Dynamic
- Communication is ever changing, with no clear beginnings and endings.

2. Systemic
- elements, which inter-act to influence each other and the system as a whole.

3. Symbolic interaction
- Language is a form of symbols which people use in interacting with each other, in
describing and classifying experiences. How w e select these symbols and how we organize
them will affect how others will interpret our messages.

4. It has personally constructed meaning.

- Everyone interprets things in different w ays based on their perceptions and
backgrounds. This is why we say that meanings are in people, not in words.

THE ELEMENTS
THE ELEMENTS
Out of the communications model, the elementsin Berlo’s model of communication in 1961 is the most
quoted because it is often used as communication model.

SOURCE
initiates the communication process

RECEIVER
the target of communication

MESSAGE
an idea, purpose or intention

CHANNEL EFFECT
the outcome

FEEDBACK
human response to the communication

LEVELS OF COMMUNICATION
INTRAPERSONAL
refers to communication with oneself

INTERPERSONAL
face to face communication

MASS COMMUNICATION
a communication to a large group of people at one time through the use of mass media

FROZEN REALITY
(MODELS OF COMMUNICATION)

When we speak of communication models, we are really “freezing” the communication process that
is why it was define as “a simple descriptions or graphic forms of frozen reality.”

McQuail and Windahl adapt the notes of a Deutsch (1966) on the three main advantages of using
models in the social sciences:

ORGANIZAING FUNCTION

HEURISTIC FUNCTION

PREDICTIVE
LASWELL’S MODEL considered as the first real attempt among social scientists to depict the
communication process. It is the “convenient and comprehensive w ay of introducing people to the
study of communication.
“Who,
Says What,
In Which Channel,
To Whom ,
With What Effect? ”

SHANNON AND WEAVER’S “MATHEMATICAL”

MODEL is a one way linear model that
introduces the dysfunctional factor, the noise.
This model focus on the information theory
especially in the transmission and reception of
messages.

NEWCOMB'S MODEL. Newcomb believes that by using a

triangular model, the communication maintains equilibrium
within a social system. The first model to introduce the role of
communication in a society or social relationships.

OSGOOD AND SCHRAMM’s MODEL focuses on

the main actors of the process. Osgood and
Shannon shows that the actors in communication
are equal in performing the tasks of encoding,
interpreting and decoding.

GERBNER’S MODEL is a linear model like

Shannon and Weaver’s model but it is more
complex and unique. It allows us to see the
communication process as one that consists
of “two alternating dimensions – the
perceptual or receptive, and the
communicating or means and control
dimension.”
WESTLEY AND MCLEAN’S
MODEL. This model can be seen in
two contexts: interpersonal and
mass communication. It is rooted in
Newcomb’s ABX model, it has new
element which is C.

Legend:

X = articles (information)
A = clients
C = reader / audience
B = gate keeper

BERLO’S MODEL is the most well-known model in

communication. Berlo, identifies five elements of
communication: source, message, channel,
receiver and effect. To ensure the message is
conveyed as effectively as possible, the sender
and the receiver must share some common
ground.

DANCE’S HELICAL MODEL. The most unique and abstract among

the models of communication. Frank Dance, drew helix to
represents dynamism and complexity in the communication process.

KINCAID’S CONVERGENCE MODEL. It

shows a process of convergence through
which participants share information so
the mutual understanding is reached.
WORKSHEET 4
1. Among the communication models, which do you think is the most useful in development
communication and Why?
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2. Compare and contrast the different development communication models. Use separate paper if
necessary.
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ACTIVITY 4

If given a chance to make a development communication model, what model it is and what would be
the illustration.

1. Illustrate your Dev Com model in a short bond paper.

2. Write a brief discussion of the different elements of the model.

3. And then explain how did you come up with the name and concept of the model.

4. Take a picture of your model and upload it to our Google Classroom.

5.
MEDIA OF COMMUNICATION
At the end of this chapter, you should be able to:

1. Give the advantages and limitations of the different media of

communication;
2. Explain how the different media was used in development
3. Discuss the implications of communication technology on
development

I
n the previous chapters, we took a look at the communication process. So, for this chapter we will
focus on the different media of communications, its advantages and how they were used in
development.

M
edia plays an important role in development communication through circulation of knowledge ,
providing forum for discussion of issues, teach ideas, skills for a better life and create a base of
consensus for stability of the state.

NATURE AND CHARACTERISTICS

Before we proceed with the discussion of nature and

characteristics of the different media of communication,
let’s take a look first with the interpersonal media and
mass media.

From, the table you will be able to learn and see why
there are choices in the community when it comes to
media and why most of the communication media used
and mostly suitable is the interpersonal communication
media rather than the mass media channel.

Aside from that, the most important thing to remember is

that, in any communication situation we need to
understand the strength and weaknesses of
interpersonal and mass media so that we can decide
when you are going to used a particular media.
DIFFERENT MEDIA COMMONLY USED IN DEVCOM

There are a lot of media that we can use nowadays, but the question is, are we using the right media.
Let’s proceed now with the discussion of the advantages and limitations of the mass media that is most
commonly used in development communication.

First on the list, RADIO.

RADIO has been acclaimed as the most effective type of media in

terms of development for it reaches the audiences cheaply and
rapidly.

ADVANTAGES

1. Radio is available and affordable. It is available even in the

remote communities.
2. It can repeat messages at a low cost
3. It reaches illiterate audiences.
4. It support other communication channels.
5. It announces events and development real-time.
6. It is flexible.
7. It creates awareness and sets agenda of priorities for people’s attention

DISADVANTAGES

1. Radio cannot illustrate complicated technical concepts

2. Radio cannot gauge immediate response, participation and interest from the audience
3. It cannot provide or respond to immediate feedback
4. It cannot repeat messages upon demand
5. It cannot pace itself according to audience needs
6. It cannot overcome some geographical barriers to reach the remotest communities.

Because of these limitations, development communication depends mostly on community radio

stations the prepare broadcast for a specific audience wherein, people in the community are
encourage by the development workers to manage and participate in the production of community
programs. With this, it will ensure that the programs was localized and it gives the people in the
community a sense of ownership and control over the medium.

Second, TELEVISION.

TELEVISION same with radio, it was also acclaimed as an effective type of

media because it is the media that is the closest to face-to-face
communication and it can reach both literate and illiterate with the help of
its visual and sounds.

Its main disadvantage is accessibility and availability. Also, in TV

development shows face severe competition from entertainment programs. The preparation of
development communication programs requires planning, preparation, technical, creative and
communication skills. And lastly, it is costly.
With these disadvantages, development communicators have two options:
1. Educate staff of national TV for development purposes
2. Explore local TV alternatives like community cable stations.

Third, NEWSPAPERS.

Newspapers are still the most influential in creating awareness

and mobilizing the public’s opinion. And like other print media, it
can be shared and kept as a reference materials.

Development communicators, uses newspapers for according to

Barghouti (1973), it can present technical data in a clear
designed text and can provide detailed information.

But the question here is that, is newspapers in dev com really

work? So, here lies, its advantages: 1. Its audience is limited; 2. It
represents one-way communication; and 3. The cost of
production is high.

Fourth, CINEMA.

According to Barghouti (1973), cinema has the power to easily

catch audience attention, it can reach big audience and it can be
relatively cheap to show and can reach even the lowest strata in
developing countries.

But not all cinema’s are cheap, in some countries it may be

expensive. Cinema as a medium would require a lot of money and
time. For it to be successfully used in development
communication it should have a popular appeal, cheap and the
developmental messages is clearly conveyed.

Fifth, FOLK THEATRE.

Folk theatre, is inexpensive and usually available in a community

because it is part of their daily life and the usual content or theme of
presentation is relevant to their culture.

However, in folk theatre, performers have the tendency to lose control of

their development message and format can detract from content. When
development communicator will going to use folk theatre as a media of
communication it is suggested by Barghouti that it should be combined
with a TV or any modern medium.

Sixth, WALL PAINTING AND BILLBOARDS

If development communicator will going to use these kind of media, they

must ensure that the messages that they going to put is well designed
and pretested. The site wherein it must be place should be carefully
selected and ensure that the message will reach the target audience.
ADVANTAGES AND DISADVANTAGES OF USING VARIOUS MEDIA
INFORMATION & COMMUNICATION TECHNOLOGIES
SUMMARY

Each medium used in development communication has advantages and limitations. It is

important for you as students of development communication and a future media practitioner
in the field to understand when and how to use the different media of communication to best
achieve your objectives.

Furthermore, it is important that you understand information and communication technologies

so that you were able to:

(1) use them for the benefit of society

(2)equip others and yourself, and

(3)prepare for its influence/impacts on your work.

WORKSHEET 5

In this time of pandemic, what do you think are the advantages and disadvantages of
the following media in the implementation of development communication?

a. Radio

b. Television

c. Newspaper

d. Social Media
ACTIVITY 5

GROUP ACTIVITY!

1. You will be divided into five groups during our online class.

2. Think of one particular issue in your community that you think needs an urgent solution.

3. To talk about the issue that you are going to chose, each group will be bring into the breakout room
in zoom.

4. You will be given 15mins to talk about the issue and why you chose that particular issue.

5. From the groups selected issue, make a radio program discussing the problems and the solution
and how it will lead to development.

6. The output will be submitted two days prior to our next online meeting.
REQUIRED READINGS
Commentary

Global Media Journal – Indian Edition/ISSN 2249-5835

Winter Issue / December 2011
Vol. 2/No.2

MEDIA IN DEVELOPMENT COMMUNICATION

Payel Sen Choudhury
Lecturer, Department of Journalism and Mass Communication,
New Alipore College, Kolkata, India
Email: [email protected]

Abstract: Communication is used for more than just passing on information from one person
to another. It is often used as a tool to facilitate the participation of people in developmental
activities. Such form of communication is known as development communication. According
E ee R e De e e c ca ee e e to which communication
ae de e de e e . I ca be a d be a a ac
communication which provides communities with information they can use in bettering their
lives. Development communication has two primary roles, i.e. Transforming role, as it steps
ca c a e e d ec e e e a e da e ea c e e
market and a socializing role by seeking to maintain some of the established values of the
society.

Media plays an important role in development communication through circulation of

knowledge, providing forum for discussion of issues, teach ideas, skills for a better life and
create a base of consensus for stability of the state . From the early stages of the introduction
of the media in India various attempts were made to exploit their potential for development
e.T e de e e c ca I d a ca be aced 1940 e
radio broadcast was done in different languages to promote development communication
through various programmes, like Programs for Rural Audience, Educational Programs
and Family Welfare Programs. Today television in our country is also used as a medium for
social education, weapon against ignorance and awareness among the people, through is
difference programs like Educational Television (ETV), Countrywide Classroom (CWC),
Teleconferencing etc. Experiments in Satellite technology has been conducted in recent years

1
to bring about Social change and development. This has been done in the form of SITE
Program and Kheda Communication Projects.

New Technologies have also been put to serious use for development communication. New
technologies like mobile, website and internet are interactive in nature. Interactivity, instant
feedback and persuasion capability are used to rope in common person into the process of
development. Today government has different websites and call centers that provide instant
information or answers queries to questions of development.

Right from its inception, development communication has been pursued by all kinds of
media, both traditional and new. However, sadly enough, it had been put into more
he e ical e. I ibili ie , e le change f demand and ni ie ha e n been
d to its limit to get an overall success. Both the strength and weakness of the media and the
message and access of people to these medium should be considered to achieve success in
real sense and not only in pen and paper.

Key words: development, communication, mass media, satellite technology, new media,
government projects.

Introduction

Communication is a two way process where messages flow both ways. Communication also
refers to that use of different forms of media, such as print, electronic media (radio,
television), new media etc. These media are used as an empowerment tool, i.e. it is used as a
tool to facilitate and encourage the participation of people in developmental activities.
Different mass media is used to effectively communicate knowledge and information to
people for developmental purpose.

C , . .
Communication and Development. Here communication refers to the use of different types
and media in the context of development. It is also used to mean sharing of information and
experience to accelerate development. Whereas development refers to the change of society
for betterment. It can be both social and economic change for improvement or progress.

2
Thus when we refer to development communication, it is about such communication that can
be used for development. It is about using communication to change or improve the way of
living of the citizen of a country. Here we use difference types of messages to change the
socio-economic condition of people. These messages are designed to transform the behaviour
of people or for improving their quality of life. Therefore, development communication can
be defined as the use of community to promote development.

Mass communication expert Everett M. Rogers defined develop I

refers to the uses to which communication is put in order to further development. Such
applications are intended to either further develop in a general way, such as by increasing the
level of the mass media exposure among the nations citizen, in order to create a favourable
, . I
mentioned definition Rogers said that for the development of community; the community will
create an environment or climate for development. This climate will be of two types a)
physical climate and b) psychological climate.

F. Rosario Braid on the other hand is of the opinion that development communication is an
element of the management process in the overall planning and implementation of the
de el men al g am Thus, development communication can be said to be an
identification and proper utilization of appropriate expertise in the development process that
will assist in increasing the participation of the people for whom it is meant, even if it is at the
grass root level.

Development communication thus can be said to have two primary roles, i.e., (a)
transforming role, as it seeks social changes for a higher quality of life. (b) Socializing role,
by seeking to maintain some of the established values of the society. The role can be
discussed as following:

A) Development communication is used for transforming role by bringing in

social change in a way that will bring a higher quality of life. Here
communication acts as an instrument to achieve these objectives.

B) Development communication also tries to maintain the established values of

the society by playing a socializing role. In playing these roles, development
communication seeks to create an atmosphere for change as well as providing
innovation through which society may change.

3
Development communication process is however successful only with the presence of a few
key elements in the approach. These are:

It should be responsive, should wing on feedback, should be innovative and creative,

should be sustainable and continuous, independent validation

For a successful development communication policy it is necessary to identify the core areas
of development. The core areas of development are Agriculture, Fisheries, Animal
Husbandry, Food, Security, Communication, Irrigation, Public works, Employment,
Environment, Ecology and Education.

Use of technology in Development Communication

Mass media and technology should be extensively and tactfully used for development
purpose. It should be kept in mind that it is a weapon in the hands of the government for
positive developmental purpose. When the media is used for developmental purpose, develop
communicator has to keep in mind that the usage should be extensive. And for this purpose
the mass media structure should be planned and efforts should be made to reach out to
maximum number of people every time. Daniel Lerner in 1958, while discussing the relation
of development with that of any mass media said that:
,

According to Wilbur Schramm, the role of media in development can be divided into three
parts i.e. (i) to inform (ii) to instruct and (iii) to participate.

To inform: for the development of the society, correct social, political and economic
influence is the main criteria. This information should be both national and international.
People should be aware of the areas or facts which hamper the development process.

To instruct: Mass literacy is an essential criteria to development. This is possible by imbibing

basic skills among the people. Mass media plays an important role in this. Mass media can
instruct people and educate them. Projects like Educational Television and Gyan Darshan are
few such examples where media is used to instruct people, educate them and teach them basic
skills. These basic skills help people to develop their standard of living.

4
To participate: Voluntary and steady participation of the citizen of the country is necessary
for its overall development. Such participation is possible in a liberal society. Such awareness
is possible through debate, conflict and discussion. Discussions and debate helps people to
know current issues, participate in developmental programme and bring a change in the
standard of living of the society.

Media in developing and under developed countries strive to bring in developmental change,
through its message to the mass. Mass media through interpretation, analysis and discussion
point out the drawbacks of the society and core areas of development. The message should be
such that it should create an urge for change and development among the common men. The
media in its aim to developmental changes shall function as a decision maker and teacher.

D. Lerner, while discussing the role of radio (as a medium of mass communication) said that
the emergence of radio in different villages and town not only help to educate people, but at
the same time bring in consumerism in that place. Consumer arouse wish to own a radio, due
to which the people work harder and usher in better standard of living (a form of
development). Radio programmes help to educate people about different social issues like
farming, agriculture, health, small scale industry etc. Radio forums are a weapon for radio
programme producers to involve people in developmental projects. Here use is made of
Telecentre where communities gather to phone in. Discussions on difference topics are done
as well as queries by expert are answered.

Television as a mass medium has a huge appeal to common person. For such reason,
television is used in a planned manner to motivate people to participate in developmental
programs. Feature, documentaries or development campaigns should be such that it creates
interest in the mind of viewers, contents should be contemporary to attract people of all ages
and should be capable of influencing viewers to take part in the developmental programs.

Wilbur Schramm in his book Mass Media and National Development discussed the role mass
media play in development communication while Lerner and others saw all of the media
outputs as having modernising effect. For Schramm it was their content that was the key to
their use in development. Schramm has put a lot of importance on feed back for successful
communication for development. Because a proper feed back helps implementation to
findings whether or not the community is meeting their purpose or aim. According to him, it
should never be a one way traffic. Modern communication technologies, according to him,
would be of great use to meet the demand by multiplying the messages and reaching each and
every worker associated with developmental work.

5
Use of mass media for development—Indian overview

The history of organised development communication in India can be traced to rural radio
1940 .
communication started with communication development projects initiated by the union
govern 1950 .
development purpose:

NEWSPAPER as a medium of Development Communication: The power of the press arises

from its ability of appearing to the minds of the people and being capable of moving their
hearts. However, it has been noticed that the press has not met the requisite interest in
developmental communication. In order to correct the imbalances noticed in the media
coverage of Rural Development Programs and to ensure that these program are portrayed in
proper perspective, several steps are taken to sensitize the media about issues relating to rural
development.

The Ministry on a regular basis interacts with the Press mainly through the Press Information
Bureau (PIB). Review press conference, press tours and workshops are organised through
PIB, with the financial assistance from the Ministry, so as to sensitize press persons about
Rural Development Program. For the purpose of creating awareness in respect of rural
develop programs among the general public and opinion makers and for disseminating
information about new initiatives, the Ministry issues advertisements at regular intervals in
national and regional press through DAVP. To enable people in rural areas to access
information on Ru
brought out in regional languages.

RADIO as a means of development communication: Radio from its very inception played an
important role in development communication; this is mainly due to its advantage of reaching
to a large number of people from difference section of the society. Universities and other
,
and international organisations under the UN umbrella carried the development
communication experiment. Community radio is another important medium which is growing
in importance especially in rural India. Here, NGOs and educational institutions are given
license to set up a local community radio station to broadcast information and messages on
6
developmental aspects. Participation of local community is encouraged. As community radio
provides a platform to villager to broadcast local issues, it has the potential to get positive
action.

Radio Rural Forum: All India Radio has been the forerunner in the process of implementing
communication strategy adopted by the government. The Radio Rural Forum experiment of
1956, covered 156 villages. It contained 30 minute duration program two days a week on
different issues like agriculture and varied subjects that could promote rural development.
Efforts are being constantly made to use radio for social change. Apart from radio rural
forum, other continuous efforts are being made to bring in development. As in the case of
project taken up to promote adult literacy in the 1980s. More recently, NGOs have helped
broadcast program on women and legal rights etc.

Local Service of AIR: On the basis of the Verghese Committee (1978) report which
recommended a franchise system for promoting local radio for education and development.
Several NGOs use local radio to further their development activities. For instance, Chetana of
Kolkata records their program on adult education, in the field using local talents.

School Broadcast: Programs for school are broadcast from the metros and other centers of
AIR. Many teachers make excellent broadcast through this platform. AIR draws up these
programs on the advice of Consultative Panels for School Broadcast.

TELEVISION as a Medium for Development Communication: TV in India was introduced in

1959, on an experimental basis. Its very inception was with the aim to see what TV could
achieve in community development and formal education. From this we can very well
understand the importance of television for development communication. Today, after 50
years of Indian television, we see that broadcasters still broadcast program with an eye on
social responsibility, serials that incorporate socially relevant themes, interactive talk shows
and open forums with government representatives responding to audience queries are popular
programmes. In 1967, Delhi Television centre launched Krishi Darshan Program at the behest
of Dr. Bikram Sarabhai and Prof R. S. Swaminathan. The object of this program was
popularisation of modern method in agriculture through the television.

TV has been used as an aid to satellite communication technology to effectively bring in

development. Satellite communications technology offers unique capability of being able to
reach out to very large numbers spread over large distances even in the most remote corners
of the country. In India, ISRO has continuously pursued the utilization of space technology

7
for education and development. This has been done through different projects like
Educational TV (ETV), SITE, Kheda project and Country wide classroom (CWC) project.
30 ,
need for education, training, and general awareness among the rural poor. Among them few
efforts shall be discussed in the following categories. These are:
Satellite Instructional Television Experiment (SITE, 1975-76): This one year project was
primarily undertaken to develop special development programmes through the satellite
communication to six rural clusters, which included a total of 2330 villages of 20 districts
spread over six states Andhra Pradesh, Karnataka, Orissa, Madhya Pradesh, Rajasthan and
Gujarat. Its objectives were:
1. Improve the rural primary education.
2. Provide training to teachers.
3. Improve agriculture, health, hygiene, and nutritional practices and
4. Contribute to family planning and national integration.
The success of SITE can be judged from the fact that, after the completion of the project
evaluation studies showed that exposure to developmental messages through television had
contributed to the widening of horizon of the villagers.

Kheda Communication Project (KCP, (1975-89): SITE demonstrated that the centralization,
inherent in the technology of , ,
, KC . 1975. 607
community television sets have been installed in 443 villages of Kheda district of Gujrat.
Doordarshan and space application centre produces programme for one hour everyday. The
programmes mainly concentrate on and discussed the problem of the poorer classes.
Evaluation of Kheda project revealed that women in particular gained knowledge from TV
viewing. The serials generated self-confidence, realization of equality etc.

Educational Television (ETV): Education is a vital instrument of social transformation and

important input in development effort. The Indian National Satellite (INSAT) is being used to
provide Educational TV (ETV), services for primary school children in six states. University
Grants Commission (UGC) is using this for its countrywide classroom programme on higher
education (college sector). INSAT is also used by the Indira Gandhi National Open
University (IGNOU) for distance education progammes and Doordarshan for Science
C . I -
E ED A , or
8
education. EDUSAT strengthens education efforts by augmenting curriculum based teaching,
, .
capable of facilitating live lectures/power point presentations with student interaction, web
based learning, interactive training, virtual laboratory, video conferencing, data/video
broadcast, database access for reference material/library/recorded lectures etc., on line
examination and admissions, distribution of administrative information, etc.

NEW MEDIA as a medium of Development Communication: New media or computers

started creeping in the Indian Society around 1986. The actual transition in India happened
after 1996 when several independent media houses brought out news website. Today, new
media has become an active tool in the run to development communication. This takes
various forms like E-Governance, E-Choupal, Telecentres etc.

E-GOVERNANCE: In simple terms, electronic governance is the delivery of public services

and information at the doorstep of the people with the help of computers. Citizens can use the
Information Community Technology (ICT) as administrative tools to pave the way for a
silent, social change. E-governance can play the role of a catalyst for sustainable inclusive
growth. E-governance uses the ICT for planning, implementation, and monitoring of
government programmes. Through e-governance, government can carry out effective
Management Information System (MIS) and get real time information and reports of
ac B . B
computerisation of the centuries-old system of handwritten land records in the rural area.

E-medicine, through use of new media, can reach quality healthcare in a remote village. A
Kolkata-based hospital leverages e-governance for tropical medicine. The hospital employs
telemedicine to assist doctors in rural areas. This method does away with patients having to
travel all the way to Kolkata, from remote villages, for treatment. A villager gets the benefit
of being treated by both a local doctor and a specialist in the state capital.

E-CHOUPAL: Traditionally, choupal is known as the central gathering place in the village, a
kind of rural forum, where people discuss, debate and decide on their course of action about
some burning issues in the community. E-choupals in the digital age share information
through the Internet while retaining their pristine, democratic character. The Internet has
started revolutionising the way Indian farmers do business. The system constitutes an Internet
9
enabled kiosk in a village, manned by a villager. He is familiar with computers and known as
the choupal sanchalak (one who conducts the forum). The sanchalak acts as the interface
between the computer and the farmer. Farmers can use the kiosks to check the current market
prices of agricultural commodities, access market data better farming practices. Initially
apprehensive, farmers have slowly but steadily familiarised themselves with the new system.

M
development communication.

Conclusion

Media Community expert Rostow, Lerner and Schramm discussed the importance of
development communication in communication process. But how much effective have
development communication been, is a question that arises in our mind. This is because, even
after the omnipresence of media in our society; there is a vast difference between the rich and
the poor in most developing countries.

According to experts the main obstruction in the path to development is that the scope of
information is not available to everybody and that the development brought through
development communication should be equally shared by all section of the society. Opening
up of different mass media is necessary so that common people have easy access to them.
Availability of information will open up new avenues of development.

In Indian context, mass-media expert functions in a manner as if development

communication is a favour they are doing to common people. Development communication
sadly is not given its due importance to a large and developing country like India. Politicians
and bureaucrats still believe that different economical and infrastructural projects under taken
by the government is enough to eradicate poverty. Development communicator of our
country laid more stress on the projects undertaken by the government rather than
communicating these information to the mass.

India, despite the communication and information technology revolution, there does not
appear to be a commensurate change in the lives of millions of the poor. Indeed for the poor
the promise of the new information age knowledge for all- seems as a distant star.

10
With the advent of electronic media it was thought that the print media will loose its
importance, and ultimately perish. But, this never happened. Print media with its features and
advantages not only competed with electronic media but is still a favourite among many,
specially the educated class who are info-holic, prefer interpretation and love reading in their
leisure hours. However, print media has become highly commercialized, and social
responsibility has taken a back seat. Today a key feature of print media, unfortunately, is the
glossy reporting. With the increasing cost of news print and production, and the pressure of
market imperatives, news paper house has started and is following the trend of carrying ad-
friendly fluff at the cost of more serious developmental reports. There have been trends of
leading dailies over the past few years to drop their special sections devoted to development
and health.

The government controlled media has been more or less toeing a centralized form of
communication. AIR (All India Radio) during its initial days formulated its community
policies in Delhi and got it translated to various languages for broadcasting. However, in this
process it never looked into regional variations of the problems, and the necessity of
customizing the messages was not felt. Hence, spending so much transmission time on such
issues and messages could never give positive result.

Community radio, an important weapon to development has not been enough importance and
popularity. Community radio can help in development of local area by upholding their
problem or disseminating information locally. Steps have not been taken by the government
to popularize this form of radio to support and influence communities to set up these. Rules
have not properly been framed to regularise the contents of private channels. Plans should
have been drawn in a manner to strictly promote development through radio channels which
have not been done.

The state controlled television, Doordarshan, which has a very wide coverage area too has its
program designed in the same fashion and hence suffer from the same affliction as that of
radio. Here, programs are prepared without keeping the target audience in mind.
Development communicator fails to prepare development messages and programmes that can
inform as well as entertain its viewers. A good development communicator is one who can
pass on development message without bringing in boredom. But broadcasters in television
have often failed in it. Projects like SITE and Kheda though initially successful could not be
continued throughout years later. Educational TV or Country Wide Classroom projects are
more successful on pen and paper than practically. It failed to meet its targeted TRP points.
Programmes like Gyan Darshan, though educational and informative in its approach, but
11
lacks efficiency in its presentation. School and college goers who are most used to private
satellite channels are rarely even aware of these programmes.

Development communicators should try to popularize these programmes. This can be done
by being more interesting and attractive in its approach and bring variety in choice of
subjects. Use of more colours, picture and info-graphic can make the presentation styles more
acceptable. In such a condition it is necessary for a developing country like India, to most
urgently rethink their communication policies and research priorities to address the
information problems and knowledge gaps in social development. Development
communicatior should try in applying communication technology for economic and social
changes. Problems that lie in the path should be found out and highlighted. This should
include both government policies and other different policies that initiate faster social
development to match and sustain the momentum of economic progress.

Given, the current media scenario, and the needs of the development sector, it is necessary for
a development communicator to develop a regulatory framework that shall under the
umbrella of public service broadcasting shall include state owned media as well as non-
commercial broadcasting. This will encourage non-profit institutions such as community
organizations, local bodies and NGOs to participate in development communication. Media
education and literacy to create demand for better, need based media stories and programmes
are necessary. This is important to attract readers and viewers and to pass the development
messages among the common mass, for which the programmes are undertaken.
Decentralisation and provision of training for communities is necessary for local broadcasting
like community radio. Putting communication resources in the hands of community is a way
to achieve success in developmental projects with the use of mass-media.

References

1. C.S. Rayudu; 2007;Communication; Mumbai; Himalaya Publishing House

2. C.S. Rayudu; 2008;Media and Communication Management; Mumbai; Himalaya

Publishing House

3. V.B. Aggarwal and V.S. Gupta; 2001;Handbook of Journalism and Mass

Communication; New Delhi; Concept Publishing Company.

12
4. Keval J. Kumar; 2001; Mass Communication In India; Mumbai; Jaico Publishing
House.

5. K.R. Balan; 2003; Applied Public Relations and Communication; New Delhi;
Sultan Chand & Sons.

6. Subir Ghosh; 2004; Mass Communication; Kolkata; Sahitya Sangsad

7. Dr. Partha Chattopadhyay; 2006; Ganajnapan- T OP ;K ;D

Publishing.

8. Dr. Baidyanath Bhattachrjee; 2005; Gnapan-O- Ganamadhyam; Kolkata; Lipika.

9. Nirupama Sarma (August 9, 2002). The Changing Face of Indian Media -

Implications for Development Organisations. Retrieved from
http://www.comminit.com/?q=ict-4-development/node/1893.

10. Key note address by Mr. Justice G.N. Ray, Chairman, Press Council of India at
W P C R I 20 F , 2009
Centre for Journalism & Mass Communication, Santiniketan, Kolkata.

13
 6.
THE BARRIERS
At the end of this chapter, you should be able to:

1.Understand the different barriers;

2.List down different types of barriers;
3.Define what competent communication is; and
4.Cite examples of how competent communicators can
overcome barriers

A
s communication students our concerns is the fidelity of the messages that we transmit and
receive. Distortions in messages, misinformation, and lack of information are some of the barriers
that hindrance the effective communication.

In this chapter, you will be introduced on the different barriers on effective communication and at the
same time, you will also be introduced to the different ways on how you were be able to responds and
avoid the barriers.

In any communication situation, an individual or the communicator has one or more purposes on why
they communicate, it’s either of the following:

1. To gain attention
2. To understand
3. Acceptance
4. Solicit action

To explain the factors that contribute to effective communication, Jamias used the following formula:

Where:
E is effect
Sc is characteristics of the source
Mc is the characteristics of the message
Cc is characteristics of the channel
Rc is characteristics of the receiver
Re is the resources available to the receiver

NOISE

In the previous chapter, Shannon and Weaver introduced the element of noise in the communication
process. The element of noise, which is integral to the model is a dysfunctional factor.

Noise as we all know is the interference with the message. It actually hinder the effective
communication.
Shannon and Weaver argued that there were three levels of problems in communication:

1. TECHNICAL PROBLEMS is a problem on the accuracy of the message that is being

transmitted.

2. SEMANTIC PROBLEMS is the problem on the preciseness of the message conveyed.

3. EFFECTIVENESS PROBLEMS is the problem on the effectiveness of the message received

and how it affects the behavior of the receiver.

PROBLEMS OF EFFECTIVENESS

Problems on the effectiveness of the message are mostly the problem that faced by most of us. In this
problem we will never know definitely whether our purpose is achieved of not.

Technical problems, is a problem usually related to the medium or channel that is used in
communication. It can cause misunderstanding or miscommunication.

Semantic problem is the problem in language. It usually happens when the receiver of the message
conveys different meaning to the sender.

These aforementioned, barriers in effective communication as mentioned by Chandler are for our
purposes. Some scientists group the barriers of effective communication into three:

1. PHYSICAL BARRIERS (channel noise & environmental factors)

2. PYSCHOLOGICAL-CULTURAL BARRIERS (semantic noise & some of the socio-psychological

barriers)

3. SOCIAL BARRIERS (socio-psychological barriers that arise from the communicator’s role and
nature within a group)

Because of the overlaps among the three classification of barriers, we will be going to discuss it in a
more specific classification.

CHANNEL NOISE this usually affects the fidelity of the message.

ENVIRONMENTAL FACTORS this is usually present in the environment, it hampered the

effectiveness of the communication process.

SEMANTIC NOISE occurs when we use, hear or read words with double meanings. It is
problem in language,. Language can be wonderful but at the same time it serves as barrier most
especially when one word mean one thing and it means differently in one culture.

SOCIO-PSYCHOLOGIAL BARRIERS includes first impressions, charisma, emotional blocks and

stereotyping.
OTHER BARRIERS
Ethnocentrism viewing a group or cultures as superior to others.

COMMUNICATION COMPETENCE

Barriers affect the sender and the receiver of communication that affects both of them to competently
communicate.

In order to be a competent communicator one must understand what it means to communicate

competently. And here are some points that must possess or agreed upon by the communicator.

1. They have a We-not-Me Orientation.

- competency should be viewed in terms of relationships with others.

2. They understand communication effectiveness.

- competence is measured by results.

3. They have a sense of appropriateness.

- competent communicator must have a sense of context.

COMPONENTS OF COMMUNICATION COMPETENCE

Knowledge
- Knowing what to do, when to do it, and how to do it is the first basic element of communication
competence. Some people are great at small talk that eases tight communication situation.
Others know when to keep quiet and when to speak up.

Skills
- refers to the ability to “demonstrate your knowledge in actual situations” (Rothwell, 1992).

Sensitivity
- being sensitive to the consequences of the communication choices they make.

Values
- desires to avoid previous mistakes and find better ways of communication with group
members.

IDENTIFYING AND BREAKING DOWN BARRIERS

Let’s start with physical barriers…

1. The mountains.
2. Blindness.
3. Tress and Flies.

Psychological-cultural barriers…

1. The tourist who failed to bow down in front of the temple.

2. Tourist insisting of taking pictures of children who don’t wan to.
3. Villagers laughing at the tourist.
4.Illiteracy
 Social-barriers…

1. Wealthy villagers who won’t have anything to do with the poor villagers

BARRIERS TO EFFECTIVE LISTENING

Barrier 1. Many people assume in advance that the message communicated will be uninteresting and
unimportant. Thus, they steer their minds in another direction even before the source begins.

Barrier 2. People begin by mentally criticizing the source’s delivery. They don’t tune in on the message
because they are too busy adding up his/her physical faults and wondering why he/she rates their
attention.

Barrier 3. People can become over stimulated when they question or oppose an idea and,
consequently, hear only part of it. They are too busy thinking up an argument or rebuttal to listen with
understanding.

Barrier 4. People listen only for factual data and want to be spared of the “details.”

Barrier 5. People try to outline everything they hear in a conference or at a convention. But in their
busy efforts to outline what’s said, they hear only one-third of it.

Barrier 6. People frequently pretend to give the source their undivided attention. They then proceed to
tune him/her in or out at will while retaining an attentive facial expression.

Barrier 7. People permit others to speak inaudibly or to give fragmentary information instead of asking
for clarification or repetition.

Barrier 8. People tune out any message that borders on the technical.

Barrier 9. People are allergic to certain words, ideas, or phrases they find distasteful. They tend to
change the topic or avoid discussion.

Barrier 10. Their minds wander.

WORKSHEET 6
Provide at least three solutions to the following
barriers:

Barrier 1. Many people assume in advance that Barrier 5. People frequently pretend to give the
the message communicated will be source their undivided attention. They then
uninteresting and unimportant. Thus, they steer proceed to tune him/her in or out at will while
their minds in another direction even before the retaining an attentive facial expression.
source begins. _____________________________________
_____________________________________ _____________________________________
_____________________________________ _____________________________________
_____________________________________
Barrier 6. People permit others to speak
Barrier 2. People begin by mentally criticizing inaudibly or to give fragmentary information
the source’s delivery. They don’t tune in on the instead of asking for clarification or repetition.
message because they are too busy adding up _____________________________________
his/her physical faults and wondering why he/ _____________________________________
she rates their attention. _____________________________________
_____________________________________
_____________________________________ Barrier 7. People tune out any message that
_____________________________________ borders on the technical.
_____________________________________
Barrier 3. People can become over stimulated _____________________________________
when they question or oppose an idea and, _____________________________________
consequently, hear only part of it. They are too
busy thinking up an argument or rebuttal to Barrier 8. People are allergic to certain words,
listen with understanding. ideas, or phrases they find distasteful. They tend
_____________________________________ to change the topic or avoid discussion.
_____________________________________ _____________________________________
_____________________________________ _____________________________________
_____________________________________
Barrier 4. People listen only for factual data and
want to be spared of the “details.”
_____________________________________
_____________________________________
_____________________________________
WORKSHEET 6. 1

1. Being introduced with the different barriers in effective communication, how do you think you as a
future practitioner in the field can be a competent communicator. Explain your answer in 3-5
sentences.

_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________

2. In your own opinion, how can we avoid the different barriers in communication to achieve an
effective communication.

_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
7.
DEVCOM’S RELATED CONCEPT
At the end of this chapter, you will be able to recall
and discuss the concepts belonging to
communication as well as to other disciplines.

CHANNEL CAPACITY

Bits & Bytes

- Bit is short for binary digit; one negative

uncertainty
- Involves binary system: you count 1, 2, 3 4, and 5 using 1, 10, 11, 100 and 101 respectively.
- 8 bits = 1 byte

Information Overload
- Channel capacity may also applied to humans
- “Magic Seven” by Miller, submits that one can only absorb seven (7)
chunks of
information per sitting.
- CHUNKS, piece of info. Human can accommodate

COMMUNICATION BREAKDOWN
- communication does not “break down”
- a machine break down or quit, but human beings continue to
communicate even when they
don’t wish to do so.
- Communication breakdowns occurs when we started to recognize
that we don’t achieve our goals through communication.

CONVERGENCE OF MEDIA refers to the merging of previously distinct

media technologies and platforms through digitization and computer
networking. This is also known as technological convergence.
Example:
- Traditional media to interactive media
- Desktop to Laptop

CYBERNETICS introduced by Norbert Wiener

- General Systems Theory (GST) deals with both living & non-
living systems.
Living System – made up of living things as elements
Ecosystem – considered as an organism at a higher level
of complexity
 Social System – living system bcoz it is made up of humans

- Cybernetics is the science of control; branch of GST that deals with communication; came
from the Greek word kuber means helmsman or pilot.

- Second Law of Thermodynamics is the take-off point of cybernetics that deals with the
diffusion of heat in a closed system

All living systems are purposive: all living systems have desired or ideal states.
- A Social system is a living system: communication allows a social system to achieve its goal.

DEPENDENCY
The Dependency Model of De Fleur and
Rokeach believes that people nowadays are very
dependent on the media for information to the
extent that audiences and the structural ability of
social systems are affected.

This model says that our dependence on Radio,

TV and newspaper is positively correlated to the
kind of information that we get from media.

Our dependence is also correlated to changes in

our knowledge, attitudes and actions attributed
to media.

DOMAINS of development is comprised of three

domains:

COGNITIVE – knowledge gain; delta

symbol followed by k is used to signify changes
in knowledge through oral & written tests.

PSYCHOMOTOR – behavioral change; easy to observe; acquisition of skills or adoption of

certain courses of action are example.

AFFECTIVE – attitudes and values; manifested verbally or behaviorally; Likert scale or seven-
point semantic differential scale are used to determined changes in behavior

ICT is the collective term given to the new generation of infotech spawned by the merger of computers
and telecommunications.

Features of ICT:

1.There are social trends associated like: shift in workforce commodity base of national
economies, informatization, digitization

2. Convergence of Media is made possible by a common digital platform.

INFORMATION SOCIETY is a broad term used to describe the social, economic, technological, and
cultural changes associated with the rapid development and widespread use of information and
communication technologies (ICTs) in modern nations societies

MAJOR AREAS:

1. Agricultural Age is period in which human work, play, and interaction patterns are
fundamentally affected by systems geared to the processing and distributing food.

2. Industrial Age is an era marked by widespread industrialization; specifically (with the) the
period in the history of the developed world from the start of the Industrial Revolution, in the
late 18th century, to the information age, in the late 20th cent.

3. Information Age is characterized by rapid informatization, widespread recognition of the

primary information and the dominance of information-based economies.

INVASION OF PRIVACY occurs when there is an intrusion upon your reasonable expectation to be left
alone. This article covers the four main types of invasion of privacy claims, an intentional tort primarily
controlled by state laws.

KNOWLEDGE MANAGEMENT is an evolving

discipline that considers an organization’s
intellectual capital as manageable and potentially
profitable asset. Its goal is to share and reuse
intellectual capital.

LANGUAGE AND MEANING

Language is used to express and elicit meanings. It

is made up of set of significant symbols which
people sequence and impose a structure. It is also
used for people to make responses that increase
their ability to affect changes.

Specific Filipino Language includes:

1. Vocabulary- set of symbols

2. Syntax – meaningful ways of combining the symbols

Meaning are in the message-user and in the message-sender, not in the message itself

Meanings are in people, not in words.

MASS VS. INTERPERSONAL

Interpersonal Communication plays a very active, integral part in all persuasive communication.
In dev com, there is a long list of case studies about important changes introduced through
interpersonal communication.
 Mass Communication can bring about radical changes in behavior—positive or otherwise. We
should work on understanding these influences and harnessing them to bring about positive
changes in the lives of people and in society.

MEMETICS the study of memes and their transmission it is introduced by Richard Dawkins.

“Meme” as purposeful analogy to “gene”.

“MEME” is a replicating information patterns that use minds to get themselves copied much as a virus
uses cells to get themselves copied.

It can be an idea, a song, fashion, or expression that lodges in our minds and changes us.

NETWORKS is a collection of people

or objects connected to each other;
made up of nodes and links.

Node is an element or unit in a

network. A type of junction for links.

Links it connect nodes.

Diads is the two nodes linked

together by a reciprocal relationship.

Hubs is nodes with many reciprocal

links relative to other nodes.

Cliquez closely knit networks within

networks.

Bridge a link between two cliques.

Cosmopolite a node that does not belong to any clique but is linked to all.

Isolate a node that is not linked to other nodes,

NON-VERBAL COMMUNICATION refers to verbal cues such as gestures, facial expressions, distance
between the participants, and timing. We communicate through body language.

SELECTIVITY is the act of intentionally choosing some people or things and not others.
Psychologically, we unconsciously go through selective processes that have a bearing on the
effectiveness of communication. It has three selective processes that concern us most:

1. Selective exposure is the process of selecting what messages you want to listen to or watch or
read.

2. Selective perception explains that we make judgements about things we perceive and structure
our perceptions to fit those judgments.
 3. Selective retention are things we remember and things we don’t.

SOCIAL MOBILIZATION it is a process of bringing together all feasible and practical inter-sectoral
social allies to raise people’s demand for a particular development program. It is the act of rallying as
many social sectors as possible for a common goal through:

1. Advocacy refers to the organization of information into arguments used to persuade.

2. Information and education campaign is employed in SocMob to generate knowledgeable and

supportive environment.

3. Community organizing involves

building community’s capacity for
problem solving and making decisions.

4. Capacity Development refers to

harnessing the community’s potential
specifically in sustaining itself.

5. Alliance building is the element of

socmob that brings together those who
have similar interest and programs.

6. Monitoring and evaluation seeks to

determine the effectiveness of the
program as well as to improve its
efficiency.

THE NET refers to the sum of all connected computers around

the world. Several metaphors have been used to describe the
Net. It has been called: a living network; an ecosystem of
computers; and a world brain of Pentium-powered neurons.

THE NET’S DOWNSIDE

Control Over Internet is the sum total of all connected computers

around the world.

Digital Divide is the gap between the information rich and

information poor.
ACTIVITY 7

GROUP ACTIVITY!

Since, social mobilization is one of the concepts associated with development communication, come
up with a dance concerts conveying a key messages on how you can be of help in the community
through dance especially to those who are greatly affected by the pandemic.

1. You will be divided into 5 groups.

2. You will be put in the breakout room in the zoom and meet your group mates.

3. You will be given 15mins. to conceptualize and talk about the activity.

4. The dance concerts must be recorded and uploaded to Facebook.

5. The video that have more views, like, and share got the highest score for this activity.