Development Communication: As an Art and Science on Human Communication

What does Development Communication mean?

Development communication according to Quebral (2006) is:

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 that makes possible greater social equality and the larger fulfillment of the human potential.

Development communication is recognizing the power of communication as a catalyst for social development. It is also the utilization of existent communication tools and applicable theories for result-driven strategies for the advancement of society.

Should not development communication also be taught in communication schools as art?

Communication has been regarded as art the tine of Aristotle. It became a science as well in the 19th century with the technology revolution and the advent of the mass media.

In Los Baños development communication began as agricultural journalism. It uses the methods of the social sciences to explain the communication process and to point the way to making it more efficient and participatory. Systematic research is one of its tools. Development communicators may not themselves do research all the time, but they should understand the methods, strengths and limitations of all types or research to be able to use their findings intelligently. It is linked to science in other way, and that is through the subject matter areas that need to be learned and taught for poverty to be overcome.

While development communication is thus associated with the physical, biological and other social sciences, it maintains its connections to the applied arts. In working towards specified development goals, the creativity of the writer, the broadcaster, the performer, the graphic artist, the director and all those associated with the art-related side of the old and new media can make the difference between pedestrian, and therefore ineffective, communication and sensitive, and therefore more meaningful communication.


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