Approaches to development communication pdf
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Tracing the History of Participatory Communication

approaches to development communication pdf

Approaches Development Communication SlideShare. Similar to public relations’ gradual shift from functional to co-creational approaches (cf. Botan & Taylor, 2004), theoretical approaches to development communication have progressed over the last half-century from a diffusion and modernization-based paradigm that favored one-way hierarchical transfers of resources and knowledge, to more, SIMULTANEOUS COMMUNICATION (SimComm) DEfINITIONS A bilingual approach which includes the development of both ASL and English. ASL is a natural, visual/ manual language totally accessible to children who are deaf, that has its own grammar and linguistic principles. The acquisition of English is addressed through the use of teaching strategies.

LECTURE 9 PARTICIPATORY DEVELOPMENT APPROACHES

DEVELOPMENT COMMUNICATION A PURPOSIVE. SIMULTANEOUS COMMUNICATION (SimComm) DEfINITIONS A bilingual approach which includes the development of both ASL and English. ASL is a natural, visual/ manual language totally accessible to children who are deaf, that has its own grammar and linguistic principles. The acquisition of English is addressed through the use of teaching strategies, Development Communication 4.1 DEVELOPMENT COMMUNICATION : DEFINITION Here, in ‘development communication’, you see that there are two words-‘development’ and ‘communication’. By now, you know what communication means. You have also learnt that communication is a message understood or sharing of experience. When we refer to.

All those involved in the analysis and application of communication for development-or what can broadly be termed “development communication”-would probably agree that in essence development communication is the sharing of knowledge aimed at reaching pdf. Approaches to Development Communication Part 3. 2002. Jan Servaes. Download with Integrated Approaches to Sustainable Development Planning and Implementation 27-29 May 2015, New York global, national and local social contract, where communication, participation and partnership are its the inadequacy of sector-based strategies by calling for “holistic and integrated approaches to sustainable development”

LECTURE 9 PARTICIPATORY DEVELOPMENT APPROACHES The process of involving members of a society either as individuals or groups in planning and implementation of activities affecting their lives has been given different connotations in the literature; among them participatory development (Chambers 1992; Nelson and Wright LECTURE 9 PARTICIPATORY DEVELOPMENT APPROACHES The process of involving members of a society either as individuals or groups in planning and implementation of activities affecting their lives has been given different connotations in the literature; among them participatory development (Chambers 1992; Nelson and Wright

What is ‘Development’? 13 Hickey and Mohan (2003) take the view that the pressure on international devel-opment research to be relevant has undermined this older established defi nition in favour of a more instrumental one (a fuller discussion of this issue appears in Chapter 2). Approaches to Development Communication a. Interpersonal Approach for the study of development communication was the 1975 conference held in Honolulu, Hawaii, to review the use of communication in economic and social development. At the conference, the two

provide an overview of development communication. To do so, the first section focuses on the theoretical perspective and evolution of development communication. This study then specifies the components of development communication and, having done so, proceeds to evaluate the various approaches to this conceptual formulation. development. It was also revealed that when community groups are closely involved in communication strategy, it helps them take ownership of the initiative of development rather than seeing themselves as beneficiaries of development. Based on the findings, it was recommended that community leaders as well as community development agents should

Aug 18, 2015 · - Gupta, Mr. Deepak Theoretical Approaches in Development Communication Developing Countries Communication, as a stream of study and practice, is … Chapter 2: Examining Communication Approaches. Both of these approaches simplify the communication process. The firm’s senior management has determined that the six managers of the software development department and the six managers of the customer service department are “ineffective communicators.”

Development Communication Approaches in an International Perspective 158 Jan Servaes and Patchanee Malikhao 8. Tracing the History of Participatory Communication Approaches to Development: 180 A Critical Appraisal Robert Huesca. 6 … development communication came from Latin American scholars who deconstructed and rejected the premises, objectives, and methods of modernization and its attendant communication approaches. This early criticism stimulated a range of research projects that has resulted in a robust literature exploring participatory communication approaches to

communication approaches, has been proven to significantly enhance results and the sustainability of development initiatives. This Sourcebook is intended to pro- nese development projects use communication technologies to address a variety of development goals. Moreover, this research explores how this development discourse constructs social problems, beneficiaries, and appropriate solutions. Japan’s development communication approaches can be seen as resonating with

Practical Approaches to Communications —4— Active Listening It’s ironic but the communication skill we use the most is the one that is rarely taught. We are in listening situations more than in any other communication situation. Consider the table below. Communications Skill Frequency of Daily Use Frequency of Time Learning the Skill communication approaches, has been proven to significantly enhance results and the sustainability of development initiatives. This Sourcebook is intended to pro-

Psychological approaches to interpersonal communication will help us in identifying the key concepts in Interpersonal communication can mean the ability to relate to people in written as well as 1974) focuses on the development of cognitive structures in the mind. Behavior is guided by motivational states. People are motivated to engage Nov 19, 2014 · 9. development communication 1. Development communication 2. What is development communication? • This describes an approach to communication which provides communities with information they can use in bettering their lives, which aims at making public programmes and policies real, meaningful and sustainable.

Do the ends justify the means? Dialogue development

approaches to development communication pdf

Tracing the History of Participatory Communication. Development Communication 4.1 DEVELOPMENT COMMUNICATION : DEFINITION Here, in ‘development communication’, you see that there are two words-‘development’ and ‘communication’. By now, you know what communication means. You have also learnt that communication is a message understood or sharing of experience. When we refer to, Approaches to Development Communication(Dev Com) There are varied approaches to handle development communication which are not exclusive to each other. The main approaches are: 1. Diffusion/extension approach 2. Mass Media approach 3. Development support communication approach 4. Instructional approach 5. Integrated approach 6..

approaches to development communication pdf

DEVELOPMENT COMMUNICATION

approaches to development communication pdf

Development Communication Approaches in an International. Development Communication is based on one-way flow of information for the purpose of disseminating information and messages to induce change. Its main intentions can be divided into two different types of applications: (1) communication … Development Communication is based on one-way flow of information for the purpose of disseminating information and messages to induce change. Its main intentions can be divided into two different types of applications: (1) communication ….

approaches to development communication pdf

  • Development Communication Approaches in an International
  • Practical Approaches to Communications PAS draft of 07-24-09
  • COMMUNICATION APPROACHES CHART
  • Practical Approaches to Communications PAS draft of 07-24-09

  • 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, according to Narula(1994, p. 132), are: Diffusion/extension approach, mass media What is ‘Development’? 13 Hickey and Mohan (2003) take the view that the pressure on international devel-opment research to be relevant has undermined this older established deп¬Ѓ nition in favour of a more instrumental one (a fuller discussion of this issue appears in Chapter 2).

    The unique role of Communication for Development (C4D) in advocacy is to facilitate opportunities and platforms that amplify the perspectives and voices of children and women, especially those from traditionally marginalized and excluded groups. In reviewing the different approaches to communication for development policies—media, participation and community dialogue—Manyozo criticizes groups that emphasizes one over the others. Development communication policy science. Development communication and the policy sciences provide a distinct role of development communication that is

    LECTURE 9 PARTICIPATORY DEVELOPMENT APPROACHES The process of involving members of a society either as individuals or groups in planning and implementation of activities affecting their lives has been given different connotations in the literature; among them participatory development (Chambers 1992; Nelson and Wright nese development projects use communication technologies to address a variety of development goals. Moreover, this research explores how this development discourse constructs social problems, beneficiaries, and appropriate solutions. Japan’s development communication approaches can be seen as resonating with

    All those involved in the analysis and application of communication for development-or what can broadly be termed “development communication”-would probably agree that in essence development communication is the sharing of knowledge aimed at reaching pdf. Approaches to Development Communication Part 3. 2002. Jan Servaes. Download with Psychological approaches to interpersonal communication will help us in identifying the key concepts in Interpersonal communication can mean the ability to relate to people in written as well as 1974) focuses on the development of cognitive structures in the mind. Behavior is guided by motivational states. People are motivated to engage

    Integrated Approaches to Sustainable Development Planning and Implementation 27-29 May 2015, New York global, national and local social contract, where communication, participation and partnership are its the inadequacy of sector-based strategies by calling for “holistic and integrated approaches to sustainable development” What is ‘Development’? 13 Hickey and Mohan (2003) take the view that the pressure on international devel-opment research to be relevant has undermined this older established defi nition in favour of a more instrumental one (a fuller discussion of this issue appears in Chapter 2).

    nese development projects use communication technologies to address a variety of development goals. Moreover, this research explores how this development discourse constructs social problems, beneficiaries, and appropriate solutions. Japan’s development communication approaches can be seen as resonating with Development Communication Approaches in an International Perspective 158 Jan Servaes and Patchanee Malikhao 8. Tracing the History of Participatory Communication Approaches to Development: 180 A Critical Appraisal Robert Huesca. 6 …

    Development Communication Approaches in an International Perspective 158 Jan Servaes and Patchanee Malikhao 8. Tracing the History of Participatory Communication Approaches to Development: 180 A Critical Appraisal Robert Huesca. 6 … Development Communication 4.1 DEVELOPMENT COMMUNICATION : DEFINITION Here, in ‘development communication’, you see that there are two words-‘development’ and ‘communication’. By now, you know what communication means. You have also learnt that communication is a message understood or sharing of experience. When we refer to

    communication approaches, has been proven to significantly enhance results and the sustainability of development initiatives. This Sourcebook is intended to pro- Development Communication Related Theories Social Learning Theory (SLT) Perceived Susceptibility Expectations Reciprocal Determinism Behavioral Intention Confidence in one's ability to take action -A very powerful influence of media –the ability to tell us what issue are

    Practical Approaches to Communications —4— Active Listening It’s ironic but the communication skill we use the most is the one that is rarely taught. We are in listening situations more than in any other communication situation. Consider the table below. Communications Skill Frequency of Daily Use Frequency of Time Learning the Skill organization’s section provides an overview of how Communication for Development approaches help to achieve the organization’s mandate and objectives, while also highlighting the role of C4D in promoting the core tenets of rights, equality and equity. The overview is followed by case studies that demonstrate C4D in practice either as part

    The Impact of Communication on Community Development

    approaches to development communication pdf

    Do the ends justify the means? Dialogue development. Psychological approaches to interpersonal communication will help us in identifying the key concepts in Interpersonal communication can mean the ability to relate to people in written as well as 1974) focuses on the development of cognitive structures in the mind. Behavior is guided by motivational states. People are motivated to engage, development communication came from Latin American scholars who deconstructed and rejected the premises, objectives, and methods of modernization and its attendant communication approaches. This early criticism stimulated a range of research projects that has resulted in a robust literature exploring participatory communication approaches to.

    LECTURE 9 PARTICIPATORY DEVELOPMENT APPROACHES

    Chapter 2 Examining Communication Approaches. development of the traditional approaches to change management and will thus not 20 management. Journal of Communication Management New approaches to communication management for transformation and change in organisations, Approaches to Development Communication(Dev Com) There are varied approaches to handle development communication which are not exclusive to each other. The main approaches are: 1. Diffusion/extension approach 2. Mass Media approach 3. Development support communication approach 4. Instructional approach 5. Integrated approach 6..

    Jan 24, 2019В В· Consequently, communication approaches that ruin working relationships waste the time, energy, and talent in an organization. Conversely, communication approaches that strengthen working relationships optimize the talent, energy, and time in an organization toward improving results. development communication came from Latin American scholars who deconstructed and rejected the premises, objectives, and methods of modernization and its attendant communication approaches. This early criticism stimulated a range of research projects that has resulted in a robust literature exploring participatory communication approaches to

    Ehsan Kabir Development Communication: Theories, Means and Methods The core concept of development has always been a debate, as some believe it is related to economy, other believe it is related to an intangible entity such as nationalism. Nov 19, 2014 · 9. development communication 1. Development communication 2. What is development communication? • This describes an approach to communication which provides communities with information they can use in bettering their lives, which aims at making public programmes and policies real, meaningful and sustainable.

    provide an overview of development communication. To do so, the first section focuses on the theoretical perspective and evolution of development communication. This study then specifies the components of development communication and, having done so, proceeds to evaluate the various approaches to this conceptual formulation. Development Communication Approaches in an International Perspective 158 Jan Servaes and Patchanee Malikhao 8. Tracing the History of Participatory Communication Approaches to Development: 180 A Critical Appraisal Robert Huesca. 6 …

    Jan 24, 2019В В· Consequently, communication approaches that ruin working relationships waste the time, energy, and talent in an organization. Conversely, communication approaches that strengthen working relationships optimize the talent, energy, and time in an organization toward improving results. communication approaches, has been proven to significantly enhance results and the sustainability of development initiatives. This Sourcebook is intended to pro-

    Development Communication is based on one-way flow of information for the purpose of disseminating information and messages to induce change. Its main intentions can be divided into two different types of applications: (1) communication … Development Communication Approaches in an International Perspective Jan Servaes & Patchanee Malikhao Research Center ‘Communication for Social Change’ (CSC), K.U. Brussel In this chapter, we present the general concepts which are normally referred to in discussions on development communication. We will address the topic from a historical

    Ehsan Kabir Development Communication: Theories, Means and Methods The core concept of development has always been a debate, as some believe it is related to economy, other believe it is related to an intangible entity such as nationalism. Approaches to Development Communication(Dev Com) There are varied approaches to handle development communication which are not exclusive to each other. The main approaches are: 1. Diffusion/extension approach 2. Mass Media approach 3. Development support communication approach 4. Instructional approach 5. Integrated approach 6.

    What is ‘Development’? 13 Hickey and Mohan (2003) take the view that the pressure on international devel-opment research to be relevant has undermined this older established defi nition in favour of a more instrumental one (a fuller discussion of this issue appears in Chapter 2). provide an overview of development communication. To do so, the first section focuses on the theoretical perspective and evolution of development communication. This study then specifies the components of development communication and, having done so, proceeds to evaluate the various approaches to this conceptual formulation.

    Nov 19, 2014 · 9. development communication 1. Development communication 2. What is development communication? • This describes an approach to communication which provides communities with information they can use in bettering their lives, which aims at making public programmes and policies real, meaningful and sustainable. Approaches to Development Research Communication Tessa Lewin and Zachary Patterson Abstract This article traces the co-evolution between models of research communication and development. It looks at how creative and visual methods fit into this trajectory. It argues that the current growth in the

    LECTURE 9 PARTICIPATORY DEVELOPMENT APPROACHES The process of involving members of a society either as individuals or groups in planning and implementation of activities affecting their lives has been given different connotations in the literature; among them participatory development (Chambers 1992; Nelson and Wright Approaches to Development Communication(Dev Com) There are varied approaches to handle development communication which are not exclusive to each other. The main approaches are: 1. Diffusion/extension approach 2. Mass Media approach 3. Development support communication approach 4. Instructional approach 5. Integrated approach 6.

    Psychological approaches to interpersonal communication will help us in identifying the key concepts in Interpersonal communication can mean the ability to relate to people in written as well as 1974) focuses on the development of cognitive structures in the mind. Behavior is guided by motivational states. People are motivated to engage Approaches to Development Research Communication Tessa Lewin and Zachary Patterson Abstract This article traces the co-evolution between models of research communication and development. It looks at how creative and visual methods fit into this trajectory. It argues that the current growth in the

    development of the traditional approaches to change management and will thus not 20 management. Journal of Communication Management New approaches to communication management for transformation and change in organisations In reviewing the different approaches to communication for development policies—media, participation and community dialogue—Manyozo criticizes groups that emphasizes one over the others. Development communication policy science. Development communication and the policy sciences provide a distinct role of development communication that is

    Chapter 2: Examining Communication Approaches. Both of these approaches simplify the communication process. The firm’s senior management has determined that the six managers of the software development department and the six managers of the customer service department are “ineffective communicators.” Approaches to Development Research Communication Tessa Lewin and Zachary Patterson Abstract This article traces the co-evolution between models of research communication and development. It looks at how creative and visual methods fit into this trajectory. It argues that the current growth in the

    Participatory development (PD) seeks to engage local populations in development projects. Participatory development has taken a variety of forms since it emerged in the 1970s, when it was introduced as an important part of the "basic needs approach" to development. Most manifestations of public participation in development seek "to give the poor a part in initiatives … 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, according to Narula(1994, p. 132), are: Diffusion/extension approach, mass media

    Chapter 2: Examining Communication Approaches. Both of these approaches simplify the communication process. The firm’s senior management has determined that the six managers of the software development department and the six managers of the customer service department are “ineffective communicators.” In reviewing the different approaches to communication for development policies—media, participation and community dialogue—Manyozo criticizes groups that emphasizes one over the others. Development communication policy science. Development communication and the policy sciences provide a distinct role of development communication that is

    with top-down approaches, and examines how participation fits into VSO’s approach to development. The range of different participatory approaches is discussed. The role of participation in VSO’s approach to development is presented, together with feedback from over 20 country programme offices on the benefits and challenges of taking a Focuses on identifying economic opportunities for those in poverty Encourages entrepreneurship with the main Principle: "An economy with a fully able working population and an enabling environment will experience sustainable, inclusive and equitable economic growth" Recipient

    Similar to public relations’ gradual shift from functional to co-creational approaches (cf. Botan & Taylor, 2004), theoretical approaches to development communication have progressed over the last half-century from a diffusion and modernization-based paradigm that favored one-way hierarchical transfers of resources and knowledge, to more Jan 24, 2019 · Consequently, communication approaches that ruin working relationships waste the time, energy, and talent in an organization. Conversely, communication approaches that strengthen working relationships optimize the talent, energy, and time in an organization toward improving results.

    COMMUNICATION APPROACHES CHART

    approaches to development communication pdf

    Development Communication Sourcebook World Bank. Practical Approaches to Communications —4— Active Listening It’s ironic but the communication skill we use the most is the one that is rarely taught. We are in listening situations more than in any other communication situation. Consider the table below. Communications Skill Frequency of Daily Use Frequency of Time Learning the Skill, with top-down approaches, and examines how participation fits into VSO’s approach to development. The range of different participatory approaches is discussed. The role of participation in VSO’s approach to development is presented, together with feedback from over 20 country programme offices on the benefits and challenges of taking a.

    theories and models of development communication by. Aug 18, 2015 · - Gupta, Mr. Deepak Theoretical Approaches in Development Communication Developing Countries Communication, as a stream of study and practice, is …, development. It was also revealed that when community groups are closely involved in communication strategy, it helps them take ownership of the initiative of development rather than seeing themselves as beneficiaries of development. Based on the findings, it was recommended that community leaders as well as community development agents should.

    Strengths and Limitations of Participatory Approaches to

    approaches to development communication pdf

    Development Communication| Theoretical Perspective. with top-down approaches, and examines how participation fits into VSO’s approach to development. The range of different participatory approaches is discussed. The role of participation in VSO’s approach to development is presented, together with feedback from over 20 country programme offices on the benefits and challenges of taking a Approaches to Development Research Communication Tessa Lewin and Zachary Patterson Abstract This article traces the co-evolution between models of research communication and development. It looks at how creative and visual methods fit into this trajectory. It argues that the current growth in the.

    approaches to development communication pdf


    development of the traditional approaches to change management and will thus not 20 management. Journal of Communication Management New approaches to communication management for transformation and change in organisations Focuses on identifying economic opportunities for those in poverty Encourages entrepreneurship with the main Principle: "An economy with a fully able working population and an enabling environment will experience sustainable, inclusive and equitable economic growth" Recipient

    Psychological approaches to interpersonal communication will help us in identifying the key concepts in Interpersonal communication can mean the ability to relate to people in written as well as 1974) focuses on the development of cognitive structures in the mind. Behavior is guided by motivational states. People are motivated to engage provide an overview of development communication. To do so, the first section focuses on the theoretical perspective and evolution of development communication. This study then specifies the components of development communication and, having done so, proceeds to evaluate the various approaches to this conceptual formulation.

    Integrated Approaches to Sustainable Development Planning and Implementation 27-29 May 2015, New York global, national and local social contract, where communication, participation and partnership are its the inadequacy of sector-based strategies by calling for “holistic and integrated approaches to sustainable development” communication approaches, has been proven to significantly enhance results and the sustainability of development initiatives. This Sourcebook is intended to pro-

    Psychological approaches to interpersonal communication will help us in identifying the key concepts in Interpersonal communication can mean the ability to relate to people in written as well as 1974) focuses on the development of cognitive structures in the mind. Behavior is guided by motivational states. People are motivated to engage Development Communication 4.1 DEVELOPMENT COMMUNICATION : DEFINITION Here, in ‘development communication’, you see that there are two words-‘development’ and ‘communication’. By now, you know what communication means. You have also learnt that communication is a message understood or sharing of experience. When we refer to

    The unique role of Communication for Development (C4D) in advocacy is to facilitate opportunities and platforms that amplify the perspectives and voices of children and women, especially those from traditionally marginalized and excluded groups. Development Communication 4.1 DEVELOPMENT COMMUNICATION : DEFINITION Here, in ‘development communication’, you see that there are two words-‘development’ and ‘communication’. By now, you know what communication means. You have also learnt that communication is a message understood or sharing of experience. When we refer to

    development. It was also revealed that when community groups are closely involved in communication strategy, it helps them take ownership of the initiative of development rather than seeing themselves as beneficiaries of development. Based on the findings, it was recommended that community leaders as well as community development agents should The unique role of Communication for Development (C4D) in advocacy is to facilitate opportunities and platforms that amplify the perspectives and voices of children and women, especially those from traditionally marginalized and excluded groups.

    What is ‘Development’? 13 Hickey and Mohan (2003) take the view that the pressure on international devel-opment research to be relevant has undermined this older established defi nition in favour of a more instrumental one (a fuller discussion of this issue appears in Chapter 2). Development Communication is based on one-way flow of information for the purpose of disseminating information and messages to induce change. Its main intentions can be divided into two different types of applications: (1) communication …

    PDF On Jan 1, 2008, Jan E. J. Servaes and others published Communication for Development and Social Change LECTURE 9 PARTICIPATORY DEVELOPMENT APPROACHES The process of involving members of a society either as individuals or groups in planning and implementation of activities affecting their lives has been given different connotations in the literature; among them participatory development (Chambers 1992; Nelson and Wright

    Oct 29, 2015В В· The relationship between communication and development can be broadly divided into two types: Macro societal level Micro societal level Macro societal level studies (by Wilbur Scramm, Daniel Lerner etc.) give direct support to the view that a modern mass media system is an important requirement for development. Jan 24, 2019В В· Consequently, communication approaches that ruin working relationships waste the time, energy, and talent in an organization. Conversely, communication approaches that strengthen working relationships optimize the talent, energy, and time in an organization toward improving results.

    development communication came from Latin American scholars who deconstructed and rejected the premises, objectives, and methods of modernization and its attendant communication approaches. This early criticism stimulated a range of research projects that has resulted in a robust literature exploring participatory communication approaches to communication approaches, has been proven to significantly enhance results and the sustainability of development initiatives. This Sourcebook is intended to pro-

    Participatory development (PD) seeks to engage local populations in development projects. Participatory development has taken a variety of forms since it emerged in the 1970s, when it was introduced as an important part of the "basic needs approach" to development. Most manifestations of public participation in development seek "to give the poor a part in initiatives … The unique role of Communication for Development (C4D) in advocacy is to facilitate opportunities and platforms that amplify the perspectives and voices of children and women, especially those from traditionally marginalized and excluded groups.

    nese development projects use communication technologies to address a variety of development goals. Moreover, this research explores how this development discourse constructs social problems, beneficiaries, and appropriate solutions. Japan’s development communication approaches can be seen as resonating with development. It was also revealed that when community groups are closely involved in communication strategy, it helps them take ownership of the initiative of development rather than seeing themselves as beneficiaries of development. Based on the findings, it was recommended that community leaders as well as community development agents should

    Ehsan Kabir Development Communication: Theories, Means and Methods The core concept of development has always been a debate, as some believe it is related to economy, other believe it is related to an intangible entity such as nationalism. Chapter 2: Examining Communication Approaches. Both of these approaches simplify the communication process. The firm’s senior management has determined that the six managers of the software development department and the six managers of the customer service department are “ineffective communicators.”

    Development Communication Approaches in an International Perspective 158 Jan Servaes and Patchanee Malikhao 8. Tracing the History of Participatory Communication Approaches to Development: 180 A Critical Appraisal Robert Huesca. 6 … Participatory development (PD) seeks to engage local populations in development projects. Participatory development has taken a variety of forms since it emerged in the 1970s, when it was introduced as an important part of the "basic needs approach" to development. Most manifestations of public participation in development seek "to give the poor a part in initiatives …

    Aug 08, 2013 · The goal of this report is to analyze the strengths and limitations of participatory approaches (PAR) to development communication. For our analysis, it is necessary to provide a brief introduction of PAR and development communication. What is ‘Development’? 13 Hickey and Mohan (2003) take the view that the pressure on international devel-opment research to be relevant has undermined this older established defi nition in favour of a more instrumental one (a fuller discussion of this issue appears in Chapter 2).

    Development Communication Related Theories Social Learning Theory (SLT) Perceived Susceptibility Expectations Reciprocal Determinism Behavioral Intention Confidence in one's ability to take action -A very powerful influence of media –the ability to tell us what issue are Similar to public relations’ gradual shift from functional to co-creational approaches (cf. Botan & Taylor, 2004), theoretical approaches to development communication have progressed over the last half-century from a diffusion and modernization-based paradigm that favored one-way hierarchical transfers of resources and knowledge, to more

    What is ‘Development’? 13 Hickey and Mohan (2003) take the view that the pressure on international devel-opment research to be relevant has undermined this older established defi nition in favour of a more instrumental one (a fuller discussion of this issue appears in Chapter 2). Approaches to Development Communication(Dev Com) There are varied approaches to handle development communication which are not exclusive to each other. The main approaches are: 1. Diffusion/extension approach 2. Mass Media approach 3. Development support communication approach 4. Instructional approach 5. Integrated approach 6.

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