Development Communication - Full Notes
Full Course Notes
DEVELOPMENT COMMUNICATION: COMPREHENSIVE NOTES
1. NATURE OF DEVELOPMENT
- Development: A process of positive change, often socio-economic in nature.
- Underdevelopment: A state where countries lack industrialization, infrastructure, and high living standards.
- Developed/Industrialized Countries: Nations with strong economies, advanced infrastructure, and high
standards of living.
- Third World/Underdeveloped Countries: Typically low-income countries facing development challenges.
- Measuring Development: Includes indicators like GDP, literacy rate, life expectancy, and access to basic
services.
- Common Characteristics of Underdeveloped Countries: Poverty, low literacy, poor healthcare, limited
industrialization.
- Dialectic Paradigm: Understanding development in contrast to underdevelopment.
2. CORE VALUES OF DEVELOPMENT
- Life Sustenance: Ensuring basic needs such as food, shelter, and health.
- Self-Esteem: Fostering dignity and identity.
- Freedom from Servitude: Liberation from socio-economic and political oppression.
- Integration of Tradition and Modernity: Balancing cultural heritage with modern practices.
- Popular Participation: Involvement of all citizens in development.
- Gender Equity and Equality: Fair treatment and equal opportunities.
- Qualitative and Quantitative Change: Improvement in both quality and scale.
- Basic Needs Fulfillment: Access to education, health, and livelihoods.
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Development Communication - Full Notes
3. PREREQUISITES TO DEVELOPMENT
- Human Rights Observance
- Mixed Economy
- Indigenization
- Gender Equity
- Democracy
- Sustainability
4. THEORIES OF DEVELOPMENT
- Modernization Theory (Rostow): 5 stages of economic growth.
- Dependency Theory (Gunder Frank): Development of underdevelopment due to external dependencies.
- World Systems Theory (Wallerstein): Global economic divisions.
- Basic Needs Theory (Schumacher): Prioritizing essential services.
- ESAP: Structural adjustments for economic reform.
- Sustainable Development Theory: Environmentally friendly growth.
5. PERSPECTIVES ON DEVELOPMENT COMMUNICATION
- Schramm's 12 Media Functions in National Development
- Interface of Communication and Development
- Approaches:
* Four Stage Strategy
* Interpersonal
* Extension and Community Development
* Ideological and Mass Mobilization
* Mass Media
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Development Communication - Full Notes
* Localized and Centralized
6. MEDIA AND NATIONAL DEVELOPMENT
- Media Structures and Functions
- Print Media, Broadcasting, and their roles
- Development Journalism: Reporting for development
7. PLANNING AND IMPLEMENTING MEDIA CAMPAIGNS IN AFRICA
- Theories Informing Campaigns
- Media Campaigns in Africa
- Public Communication Campaign
- Communication Campaign Models
8. FEMINIST PERSPECTIVES ON DEVELOPMENT
- Gender and Development
- Theories: WID (Women in Development), WAD (Women and Development), GAD (Gender and
Development)
REFERENCES
- Gill, R. (2007), Gender and the media
- Locksley, G. (2009), The Media and Development
- Melkote S.R. (2012), Development Communication in Directed Social Change
- Mody, B. (2003), International and Development Communication
- Pew Research Centre (2005), The Gender Gap
- Made & Lowe-Morna (2009), Glass Ceilings
- Inter Press Service (2010), Gender and Development Glossary
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Development Communication - Full Notes
- UNESCO (1999), Getting the balance right
- Van Zoonen, L. (1994 & 1998), Feminist Media Studies; News, Gender and Power
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