Dr. Nora Quebral of the University of the Philippines at Los Baños defines Development Communication as “the art and science of human communication applied to a speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth that makes possible greater social equality and the larger fulfillment of the human potentials”.
How is DevCom as an art and science of human communication?
Development Communication as an art of human communication means of being creative in communicating or giving messages to its audience simply with the use of various communication media and communication materials. On the other hand, communication materials can also be a source of communication information. In the practice of field programs such as conducting seminars, workshop, community organization or having an interview, we can gather information which we wanted to know. In a working environment it is very convenient to make use of outputs such as posters, leaflets or TV spots because it is easy to get the attention of the audience before he would decide to read it.
Development Communication is a branch of communication science yet its basic differences lies with its orientation. It is essentially an orientation towards people for it implies a personal belief, a personal stand and a personal commitment. It is a message-centric and receiver-oriented because it does not limit itself to use of mass media.
Development Communication is relatively a young science because it uses scientific methods, where different theories and principles are being applied in giving solutions to the societies problem. And also for creating decisions and planned how to carry out the communication intervention in a society. Development communication as a science helps to improve the public to gain understanding of science in determining where to get primary information. Through organization, processes, packages or distributing ideas in forms of communication materials such as leaflets, electronic mail, television or radio. It also helps to educate, teach the poor to improve his life by knowing how to provide for himself and his family the basic needs.
Ongkiko, I.V and Flor, A (1998). Introduction to Development Communication. Development Communication, Page 129. SEAMEO Regional Center for Graduate Study and Research in Agriculture and the University of the Philippines Open City. Philippines