Communication,

development and
social change

Prodi ilmu komunikasi -

2016
Communication development

Is the process of intervening in a systematic or strategic manner

with either media (print, radio, tele- phony, video, and the
Internet), or education (training, literacy, schooling) for the
purpose of positive social change. The change could be
economic, personal, as in spiritual, social, cultural, or political.
History: Referring to the end of World War II, President Herry
Truman states Since the end of hostilities, the United States
has invested its substance and its energy in a great constructive
effort to restore peace, stability, and freedom to the world
(Truman 1949, 3) with UN aid and US aid.
modernization
The economic path to modernization, which the poor nations needed to follow,
was detailed in a 1960 book by Walter Rostow titled, The Stages of Economic
Growth: A Non-Communist Manifesto. The economic road that had to be
travelled in order to move up on the modernization ladder of success consisted
of five stages. They were: stage one with a traditional society, then on to
establishing the preconditions for takeoff, such as political stability, to
sustained economic growth, to a maturity stage and finally, the fifth and
highest stage, which is modernization as witnessed by mass consumption and
high rates of GDP.
To move from a traditional society (stage one) to a modern one (stage five)
required new atti-tudes, new work habits, progressive economic models,
supportive public polices and all of these were to be conveyed by the application
of various mass media messages. To move across the five stages required a
strong change ethic; societies would have to leave behind old behaviors and
traditions and then adopt new rhetoric, industrial- ized behaviors, and attitudes
which reflected western values. While a media marker of traditional societies
was illiteracy, the media hallmark of modernity is the widespread application of
information technologies and media platforms of all types.
former publication
In 1968 Paul Deutschmann, Ellingsworth Huber, and John McNelly produced
Communication and Social Change in Latin America: Introducing New
Technology : This left his other researchers to complete the analysis of
data from 14 Latin America countries involving over 300 interviews. Solidly
in the social science tradition, the study dealt with community leaders,
mass media and how they should contribute to economic success.
In 1969 in a UNESCO publication, Prodipto Roy, Fred Waisanen, and Everett
Rogers produced a report titled The Impact of Communica- tion on Rural
Development. It was a report on two different nations, India and Costa
Rica. It examined radio and literacy along with the important emerging role
of opinion leaders which Rogers pursued in his classic The Diffusion of
Innovations in 1962. This book focused on how opinion leaders were
influential in the adoption process concerning new and better work habits
among the rural poor, particularly farmers.
 In 1964 Wilbur Schramm with assistance from UNESCO, published an
important book, Mass Media and National Development: mass media would
lead directly to economic improvement across poorer regions of the world.
Traditional ways of doing things, particularly in the agricul- ture sector,
were looked at negatively and modern methods were viewed as saving and
eventually uplifting the poor. And these new approaches were to be
communicated most effectively to large audi- ences via the mass media.
1964, Stanford University Press titled Mass Media and National
Development: The Role of Infor- mation in Developing Countries. This work
served to influence and guide a generation of North American academics,
graduate students, aid officials, and foundation officers. Modernization
theory linked with an economic perspective was the dominant paradigm for
decades.
 Lucien Pye edited an important volume, Communication and Political
Development (1963). Pye and others saw the communication process
as a major factor for any successful movement toward a democratic
society. Within the discipline of political science there were a number
of theorists who tried to spell out new models or theories advancing
the democratic nation-state as a goal. They frequently included how
their ideas could benefit the Third World. A sample journal piece from
this era is Seymour Lipsets 1959 article Some Social Requisites of
Democracy: Economic Development and Political Legitimacy. It is a
clear example of the academic mentality during this era.
Action
St. Francis Xavier University in Eastern Canada. The main leader was Father
Coady who again took the Popes 1891 document as a challenge to aid and
educate the poor. Coady wanted to aid and educate farmers, miners, and fisher-
men across Atlantic Canada. Coady and others from the university set up
meetings of workers, home-based study clubs, and a six week leadership
program through the Extension Department at St. Francis Xavier. The clubs had
pamphlets, newsletters, and newspaper mate- rials. By the late 1930s there
were over 100 study clubs with in excess of 1,000 participants. Coady, as a
great orator and with politically savvy, led the movement to eventually call for
workers unions so that they would not be exploited, and opened a large
number of credit unions, particularly in small towns and fishing vil- lages.
Following Coadys death in 1959 the university established the Father Coady
International Institute to continue the work of promoting development
communication materials and training, particularly public speaking, to aid the
poor. Close to 5,000 devel- opment practioners from over 100 southern
hemisphere countries have attended workshops and seminars at the Institute
since its inception.
Theories

1. Cultural imperialism theory proposes that a dominant sociopolitical

group influences and shapes the culture of weaker groups, or nations,
through mass media and other practices and institutions
In application, the former group of dominant nations is often referring
to the United States and other Western, democratic powers while
poorer southern hemisphere nations comprise the later. Cultural
imperial- ism of one group by another frequently carries the
assumption of capitalistic intent where mass media is used as a
propaganda tool in the effort to control and influence the target
population for the economic and political benefit of the dominant
powers.
 2. participatory communication approach focuses on the effects
of individuals on mass communication with special emphasis
placed on the development of the third world. The study of
participatory communication emerged in the late 1970s.
While cultural imperialism focused on the ability of the powerful
to influence cultures and economies around the world, advocates
for participatory communication sought to describe the power of
the individual to influence the world and to find ways to further
advocate and enrich such action with the ultimate goal residing in
a utopian scenario of positive development for all and better
inter-cultural understanding.
 3. entertainment education Entertainment-education is the
process of purposely designing and implementing a media
message to both entertain and educate, in order to increase
audience members knowledge about an educational issue,
create favorable attitudes, and change overt behavior. Enter-
tainment-education seeks to capitalize on the appeal of popular
media to show individuals how they can live safer, healthier,
and happier lives.
Social change

Factors that influenced social change : cultural factors, physical

environment and political organization
Cultural factors include the effects of religion, communication
systems and leadership
(Anthony giddens, sociology, 2006)
 Development Communication is the study of social change brought
about by the application of communication research, theory, and
technologies to bring about development.... Development is a widely
participatory process of social change in a society, intended to bring
about both social and material advancement, including greater
equality, freedom, and other valued qualities for the majority of
people through their gaining greater control over their environment.
Communication for Social Change is a process of public and private
dialogue through which people themselves define who they are, what
they need and how to get what
they need in order to improve their own lives. It utilizes dialogue that
leads to collective problem identification, decision making and
community-based implementation of solutions to development issues.
(servaes 2008)
https://www.youtube.com/watch?v=GbchRM720SM
Strategy for advocates by
McHale
Face to face interaction
Talking on the telephone
Meeting in small group
Communicating at event
Using paper
Disseminating messages through mass media
Connecting through computers
1. Capacities
Service providers are skilled in communication and have a positive attitude to communicate with

clients

2. Policy
Policies enabling effective communication between research, advisory services, and farmers

organizations in rural areas

3 Monitoring and Evaluation

Systematic learning from experiences in communication approaches

4 Farmers Organizations
Representative farmers organizations as partners in communication

5 Participatory Methods
Use of participatory methods for active involvement of all partners in communication

6 Media Strategy Integration of a media-mix to achieve the desired communication

objectives
FAO framework on communication development
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