Development Communication came up in several definitions depending on the experts and practitioners on how they would view development with respect to economic, political, social and human aspects. Nora Quebral (1975) Mother of Development Communication in the Philippines defined it as the art and science of human communication applied to the speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth and makes possible greater social equality and the larger fulfilment of the human potential.
This specific concept of Dev Com gave emphasis on taking humans into accounts through art and science approach of communication. Hence, how is Development Communication as an art and science in human communication?
Dev Com is considered an art because it uses communication media and materials in order to capture the audience’ interest on the message disseminated to them. Thus, creativity must be given consideration in order to attract reader’s attention. In addition, art also implies as the creative way on gathering data, influencing and motivating people’s behavior.
Development Communication is a social science wherein scientific method is observed for the application to development problems. Hence, problem identification, data gathering and hypothesis formulation is derived. It is also use for systematic planning and decision making to carry out the communication intervention effectively.
Development communication is audience-oriented. It gives emphasis on the receivers of the information. Dev Com is a human communication because it utilizes several levels of communication. It is more on Interpersonal Communication and mass media rather than technology. Human communication is successfully achieved if the audience has been able to react on the information disseminated, realized the importance of development and most importantly, raising solutions to such developmental problems.
These features made Dev Com a distinct one.