Development Communication

Concept of Development Concept, Use and Modes of DC Pit falls in implementing development programmes Strategies for a DC Plan

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Ansu Abraham, Xavier Institute, Jabalpur

Concept of Development
Widening the range of peoples choice
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Development

is perhaps one of the most fiercely debated concepts in the contemporary social sciences.

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The concept is often equated with: Modernization; Industrialization; Social change; Progress; and Growth.
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It is invariably seen as something desirable and positive for society in general, and for the community in particular. Also, development as a socio economic phenomenon is seen as necessary, even inevitable; as good and salutary.

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Rarely is development discussed as possibly hazardous and destructive of the environment, or of social values and cultures.

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Shall we keep a check on development?

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We welcome economic development but our development programmes should not pave ways for the long-run dangers.

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If economic transformation processes start paving ways for the social/environmental dangers, the wave of development must be checked and be turned into right direction.

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Of course, commercial considerations are important to survival and prosperity but in no case, the commercial motives should be successful in establishing an edge over the social, cultural and ethical values.

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The present system of economic development, standing on the pillars of mechanized industrial economy, has helped: sensing, serving and satisfying customers fantastically. But at the same time it has also been instrumental in inviting a number of social evils.
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Fast food Industry

Do you find any justification for promoting the fast food industry, especially when researches reveal that most of the food items served by them are injuring consumer health considerably.

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Service Generating Industry

The communication services have been found invading on social and cultural values. Movies TV serials Facebook (no time for face-face communication; more cases of divorce reported) Mobile phones

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The educational institutes, hospitals are also in queue.

Business from notebooks etc.

supplying

uniforms-

More no: of MRI scans; more percentage offered.

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The social organizations and religious organizations often fail in creating public awareness and sub-serving social interests.

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Do you find any justification for endangering social interests just for generating profits?

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Today or tomorrow, we have no option but to change our attitudes.

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think for society; plan for society; produce for the society; market for the society.

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Dimension of Development

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Human, or "people-centred " development; Global development; and Sustainable development. Together they imply a radical change to the current development paradigm. If one or more of these factors is missing in decision-making, then conflicts between people and nations are inevitable.
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Human development
Human development of people, for people and by people means investing in human capabilities to empower individuals to take charge of their own destiny. People are the end goal. Therefore, the benefits of development are to be directed toward them and it should serve them. It means that economic growth is distributed fairly and widely, that people benefit from their contributions to work and social life, and people are given the chance to participate in the process.
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Global development
Global development has three dimensions: spatial, time and holistic. The spatial dimension refers to ensuring that actions have applicability to the rest of the world. The time dimension provides for a perspective of the continuity of events and facts. The holistic dimension ensures that development is not fragmented, but analyzed from an integrated viewpoint and as a part of the same system.
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Sustainable development
Sustainable development utilizes resources to satisfy present needs without compromising the satisfaction of the needs of future generations.
Until the last quarter of this century, we have not considered the world's resources limited. The concept of 3Es: Equity (social) Economic Environment
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Concept of Development Communication

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Development is change, and communication is required for that change to occur.

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Understand other Disciplines to have a better understanding of DC

Corporate communication (vision of Org.) Internal communication Persuasive communication (to bring change) Marketing communication (is persuasive) Advocacy communication (for policy change) Development communication (for implementing development programmes/technologies -- communication with all stakeholders) Institute, 8/11/2012 Ansu Abraham, Xavier 26
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Definition of DC
Nora Quebral, a leading academic in this field defines Development communication 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 that makes possible greater social equality and the larger fulfillment of the human potential.
(Quoted in Development Communication - rhetoric and reality by Pete Habermann and Guy de Fontagalland.)
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Definition
F. Rosario Braid is of the opinion that development communication is: "an element of the management process in the overall planning and implementation of development programs".

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World Bank says,

DC is an interdisciplinary field based on empirical research that helps to build consensus while it facilitates the sharing of knowledge to achieve positive change in development initiatives. It is not only about effective dissemination of information but also about using empirical research and two-way communication among stakeholders.
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The Use of Development Communication

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Uses/Applicability of DC
1. Development Communication for Communication Programmes 2. Development Communication for NonCommunication Programmes.

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DC for Communication Programmes

For instance, an environmental project with the objective of preserving an endangered ecosystem might need a communication component to raise peoples awareness and knowledge and encourage local people to adopt certain practices. To be effective, the communication strategy needs to be based on the stakeholders knowledge, perceptions, and practices toward the ecosystem. Such information would have been collected during the research phase. This kind of research is usually referred to as communication needs assessment (CNA). It investigates exclusively communication-related issues information gaps, communication needs and capacities, media environment, and so forth.

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DC for Non-communication Projects

It basically means that communication is used to investigate, explore, and assess various sectors (eg: infrastructure, health), regardless of whether any communication component is envisioned.

Eg: road building infrastructure

project,

any

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For instance, a road-building project might not seem to need the support of communication, yet, contacting the communities involved in the project, listening to their concerns and suggestions, assessing risk and opportunities, or tapping into local knowledge can be of crucial value to the success of the project. Road construction can involve the use of land with special sentimental value to local people (for example, burial grounds) and raising funds for longer-term maintenance, just to mention some issues where communication would make a difference.
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Due to non-communication with stakeholders a perfectly appropriate technical solution can fail. Eg: Building of well in a village for women Less acceptance for 3G???
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Examples
Communication Programmes Waste Management Rural development Eco-conservation programmes Non-communiction programmes Erecting telecom towers in residential areas [There is fear among the people on structural instability of towers due to weak foundation (which will be) laid.] Fear of corruption; People may protest
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The Modes of development communication

Scope of DC

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1. Monologic Mode: One-way communication for behaviour change 2. Dialogic Mode: Two way communication for engagement and discovery

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Monologic Mode: The monologic mode is linked to the development communication perspective known as diffusion. It is based on the 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 to inform and (2) communication to persuade.
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Dialogic Mode It is associated with the emerging participatory paradigm. It is based on the horizontal, two-way model of communication (with stakeholders) The main purposes of this model can be divided into two broad types of applications: (1) communication to assess; and (2) communication to empower.
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Monologic vs. Dialogic

A transmitter trying to cause changes in others behaviors versus an equal opportunity to exchange knowledge and shape the process among individuals who are transmitters and receivers at the same time. i.e. participatory
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Steps in Development Communication

1. 2. 3. 4. Communication Based Assessment Foundations for strategic design Implementing the communication design Communication for Monitoring and Evaluation

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Communication Based Assessment for two-way communication

CBA

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As an illustration, take an initiative that at the surface does not appear in need of communication, such as building a bridge to link two areas and their communities separated by the river.. A communication-based assessment prior to the project would probe the knowledge, perceptions, and positions of local stakeholders on the intended initiative.

Unless probed through two-way communication, the identified technical course might neglect important aspects that could lead to problems or conflicts, for example by local fishermen who see their livelihoods endangered. 8/11/2012 Ansu Abraham, Xavier Institute, 48
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However, participation conceived at its fullest extent, is seldom adopted in practice, since its genuine application in the current development context is unfeasible (due to project cycle, approval process, procurement procedure etc.)
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Participation is not an absolute condition. It can be applied at various degrees. The world bank has identified for types of participation: 1. Information sharing 2. Consultation 3. Collaboration 4. Empowerment 1 and 2 are considered low-level forms of participation, while the other two are considered high level forms.

This is consistent with literature review by Mefalopulos (2003) which includes:

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1. Passive participation: : when stakeholders attend meetings to be informed. (Information sharing) 2. Participation by consultation: when stakeholders are consulted but the decision making rests in the hands of the experts. 3. Functional participation: when stakeholders are allowed to have some input, although not necessarily from the beginning of the process and not in equal partnership. 4. Empowered participation: relevant stakeholders take part throughout the whole cycle of the development initiative and have an equal influence on the decision- making process.

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Many development experts still fail to understand what genuine participation is.
We are still communicating information.

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Participation to overcome poverty According to Amartya Sen, poverty is not simply an income issue but also a capability issue. He considers income poverty and capability poverty to be two closely related dimensions because income greatly affects the capabilities of an individual, and vice versa. Social exclusion is one of the elements contributing to the overall poverty dimension. Eliminating or significantly reducing social exclusion, through dialogic use of communication , is a step towards a world without poverty.
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CBAs will reveal the Pit falls in Development programmes : The Main pit falls: Difference in perception Communication intervention on wrong levels of awareness. No proper listening Jumping the gun

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Difference in Perception Solution: Windows of perception

It is another tool not only to analyse the problem and its causes, but also to contrast and compare the perceptions of the problem and all related issues, such as needs, risks, and opportunities

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Differences in perceptions and expectations can be a problem in all kinds of initiatives. Here is a scenario where software, designed by highly qualified computer experts, was not adopted as easily as expected by World Bank administrative staff, the intended users. The software was expected to improve work efficiency and effectiveness, thus making users lives easier. Even though from a technical point of view the software was properly designed to improve work efficiency, the experts failed to fully understand and address users less-technical mind-set and the software applications in everyday work.

Information Solutions Network-ISN

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Example: Construction of toilets in Africa This highlights the peril that a well-intentioned project, based on a technically correct analysis of the situation and a scientifically appropriate solution, can still fail. (hard copy given-Box3.3) Which level to address: Awareness, Knowledge, Attitude or behaviour (AKAB)
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Communication Intervention on wrong levels of awareness Solution: understand the level of change required

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Lack of Listening Solution: Listening is an art

Example of broadcasting vs. line sowing (because rodents could trace the seeds in line sowing as it follows a patternnone of the experts asked the reason why farmers are not accepting the line sowing method). Line sowing might have been successful in other areas, but here experts failed to collect information on rodents due to poor dialogue.
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The art of listening and creating space for dialog is often more difficult than the art of talking and imparting knowledge.
Women might not talk in the presence of men Youth might not talk in the presence of older members of the community. In many cases, villagers and other marginalized groups might adopt silence in the presence of external experts or might only respond to please them, rather than engaging in issues of substance.
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Jumping the Gun

Starting a race before the signal to begin i.e. A strategy design is created without analyzing the situation properly and understanding all of the crucial issues and perceptions of the various groups. This concept seems like common sense, yet it is often neglected Not infrequently, managers demand a miraculous communication strategy It difficult for communication specialists to resist management pressure for quick action that is bound to fail or to produce only short-term results.
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Development communication specialists are not rainmakers they should not be asked to perform their work in less than rigorous ways.

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Being able to communicate well is not the same as being a professional communication specialist. Beltrn Salmn (2000) names it, a communicologist.
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Effective dialogue will help us to overcome these pitfalls while implementing development programmes. Johari window is a tool for effective dialogue
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Johari window
Its a tool originally developed by Joseph Luft and Harry Ingham (hence the name.) It is used to better understand the human interactions and communications. Here,
They represents the external stakeholders We represents the local stakeholders, the citizens Window 1-3 is problem analyzing phase Window 4 is problem solving phase
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The last window stands for the unknown, the problem, where all the pieces of knowledge needs to coalesce to define the best solution leading to meaningful and sustainable solution.

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Foundations for Communication Strategy Design

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Development is all about change.

To be achieved effectively, that change must be agreed to by, and not imposed on, relevant stakeholders.

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Foundations
1. Extensive knowledge of the stakeholders socio-cultural background, 2. Their positions on the issues of interest, 3. An in-depth analysis of the causes of the situation to be changed, and 4. The definition in a clear and measurable manner of the objectives to be achieved.
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When designing a strategy, it is always important to be fully aware that the starting point is not the audience, nor is it the message. It is the problem or the desired change to be achieved with all its implications and related background information. It should start with a clearly defined communication objective
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Reading Material: Defining communication objectives Identify the problem as well as the causes
Eg. Burning of forest/any any structures due to burning of agricultural land by farmers
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Check that these objectives are SMART. Specific, Measurable, Achievable, Realistic, and Timely SMART objectives should state clearly who is doing the behaviour and state the behaviour to be practiced.
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Example,
After 12 months from the start of project field activities, XX% of babies in District Y are exclusively breastfed* for the first 6 months of life.

*only mothers milkno additional (water, cows milk, baby food etc.)

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After 12 months from the start of project field activities, XX% of babies in District Y are exclusively breastfed for the first 6 months of life. After 12 months from the start of project field activities, XX% of mothers of newborns participating in the yyy programme are exclusively breastfeeding their babies for the first 6 months of life.
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Lets revise,
Programme objective: Reducing the air pollution of a major city, Communication objective: inducing behavior changes in the heating consumption and driving habits of citizens (assuming that they are the main sources of pollution). Management objective: ????
The FMD template could be a useful tool for MO

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Now, focus on the management objectives.

The management objective is also the starting point of the Five Management Decisions (FMD), a tool devised by DevComm to help manage and monitor certain types of communication interventions. This tool is of particular use when applied in projects with a specific objective requiring a straightforward linear communication strategy.

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The Five Management Decisions asks the following questions: (1) Which audiences need to be reached? (2) What behavior changes are required or need to be avoided? (3) Which messages will induce the desired behavior? (4) Which among the available channels are most effective for the audience of interest? (5) How will the communication process be monitored and evaluated?
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Set FMDs

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Stakeholders/Audience analysis
Selecting the audiences to which the communication action should be directed usually is not difficult. Having an in-depth understanding of their cultural background, opinions, and other relevant information could be more difficult. This helps to select the most appropriate media and to design a message effectively. This is done through research (CBA)
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Communicating the scientifically correct information is seldom enough to change audiences attitudes and behaviors. In the United States, a campaign to raise teenagers awareness about the danger of smoking and to persuade them to quit had little effect, because the message (long-term health danger), even though scientifically correct and effectively packaged, would not resonate with teens.
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Levels of Change (Behaviour)

The communication objectives of approaches within the monologic mode imply a level of change that usually falls within one of the following categories: Awareness, Knowledge, Attitudes, and Behaviors (or practices) or AKAB. This sequence, at times called the ladder of change, needs to be followed in order to induce change.
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The communication entry point is determined by the research, or Communication Based Assessment (CBA)

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However, if the CBA reveals that relevant actors are aware of the problems and have the knowledge of how to change, the communication intervention could focus on the attitudes and behaviors right away. In any case one should not address specific behavior changes unless the previous steps have been addressed successfully or are already fulfilled. Trying to induce behavior change without the audience having the required knowledge or attitudes is likely to result in failure, as in the case illustrated in box 3.3. (reading materialtoilets)
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Basic Communication Approach

approach refers to a specific communication focus, aimed at achieving a certain objective. Social Marketing Advocacy Information dissemination Education and Training Institutional Strengthening etc. Refer Reading Material

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Basics of Message Design

Information is not equal to communication: presenting a certain amount of information in a technically correct format does not guarantee that audiences will buy the message, or even understand it..

Effective messages are clear and easily understandable

An effective message design cannot be delegated solely to experts of the specific sector (engineer, medical specialist, or economist, for example) but needs to be shaped by the professional skills of communication experts.

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Basic factors in designing message Socio-cultural sensitivity Language appropriateness Political compatibility Economic compatibility Psychological Appropriateness Expected achievements Refer Reading Material
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Communication Channels and Media

Communication channels and media can range from electronic media, such as video, radio, and the Internet, to traditional channels, such as popular theater, drums, and storytelling, and pass through the whole range of printed products, such as newspapers, leaflets, brochures, posters, and flip charts. Sometimes opinion leaders or individuals having a significant influence or credibility in the community can become effective channels. Using a communication mix is often crucial. Whatever channel is selected, it is important to have a sound rationale for the selection.
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Email Letter Notice Face to face meetings Training-lectures SMS Walk a talk..

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The communication strategy design phase is the most creative one, and, because of that, it is not possible to define a one-sizefits-all formula for it

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Implementing the Communication Programme

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One should not assume that for each objective there is a single corresponding action. For a specific objective, there might be five activities, two expected results, and a great and diversified number of resources needed

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Preparatory actions before implementing the action plan

Production of materials and Training of relevant personnel.

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Pre-test the communication materials

Pretesting should be conducted with pilot groups and representatives of the intended populations before reaching the stage of mass production. It is astonishing to find out how many messages have failed to reach their intended audiences simply because no pretesting was done, and the assumptions of experts were proved inadequate by real experience.
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Bella Mody (1991) told about one of the most famous of these cases. Villagers failed to respond in the expected way to the dangers of malaria presented to them in a film on the subject. For dramatization purposes in the film, mosquitoes were depicted as much larger than they are in reality. As a result, the villagers did not recognize them as a threat, and they assumed that there was nothing to worry about since there were no such big insects in their area!
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Putting the pieces together

By combining the three main tables of each phase (table 3.3 on communication- based assessment, table 3.5 on communication strategy design, and table 3.7 on a communication action plan), the reader has an overall view of the entire process needed to design and implement a communication program. Figure 3.5 combines the steps of each table of the first three phases into a sequence leading to sustainable change.
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Monitoring and Evaluation

It confirmed the following reasons for evaluating the impact of communication: Assessing the role of a particular project or process in contributing to a development project or social change Gaining advocacy with decision makers Refining and fine-tuning the process of implementation Learning from past mistakes, what has worked and not worked Ensuring a positive process for the community and the stakeholders Ensuring good management and accountability to donors and decision makers Making continued funding possible Improving research and evaluation methods and approaches

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Who should be evaluated? What should be evaluated?

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If development is seen primarily in economic terms, it is clear that the main focus in evaluating results would be to assess improvements in the economic domain. But if development is conceived in terms of peoples choices and empowerment, the rationale for the evaluation design would have to consider assessing stakeholders active participation in the decision making process.
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What and how to measure?

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Elements, such as awareness, knowledge, attitudes, and behaviors, are not too difficult to measure. Usually it is enough to do a baseline at the beginning and then one at the end to have an accurate idea of the level of change that took place in the populations of interest.
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So far, there does not seem to be a scientific and widely acknowledged way to measure the effectiveness or the impact of inputs derived through a dialogic approach in the design of a strategy, especially when such inputs are preventing problems that might appear at a later stage. However, an insightful peer-reviewed study of scientific journals dealing with this issue has indicated that there is compelling evidence of positive contributions of communication toward programmatic goals (Inagaki 2007: 43).

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Measuring results beyond qualitative and quantitative

Read Key Issues in Evaluating the Impact of Diffusion Approaches
Pp 141-142 Pp 145-146
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Cost of non-communication
One example is provided by Hydro-Quebec, a leading Canadian firm in the energy sector. The firm has estimated that the cost of inadequate communication with indigenous peoples regarding their hydropower scheme in North Quebec led to controversies that caused project delays of more than 20 years. The companys cost estimate for these delays is US$278 million.16 Currently Hydro-Quebec and indigenous people in Canada have developed a working partnership that allows a dialog aimed at addressing issues from both perspectives and that has eliminated most of the past problems and conflicts.
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Characteristics of a development communication practitioner:

Community needs at heart Commitment to let communities lead: "I will follow" Responsive: "I want to make a difference" Multi-skilled and adaptable Knowledgeable on many areas of government structures, programmes, policies - well read Good facilitation skills Strong knowledge of the district in which I work - history, people, language, economic base, structures, gate keepers, institutions, Contact Details Creative: strong knowledge of the creative methods of development communication Knows and accepts own limitations: "I know when I should pass on to the departmental expert so as to offer my main client - the citizen - the best service"
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Tasks to be performed by the development communication officer:

networking facilitating interviewing interpreting information techno-mediary: selling and familiarising communities with the great value technology offers referring researching: specifically, "How do I do informal research - running group discussions, focus groups, easy questionnaires, community meetings, writing up case studies which describe scenarios, secondary or documentary research; where to get it, what this constitutes, how do I use it?" some training a number of roles associated : administration, reporting, financial issues etc.

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