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Development Support Communication

Development support communication (DSC) aims to achieve specific development goals through more participatory exchange of messages. DSC emerged as a specialized field applying communication theory and practice to stimulate development. Key aspects of DSC include targeting audiences to achieve defined development goals through limited but interacting communication efforts. DSC has been used in India through programs like radio rural forums and Krishi Darshan on television to popularize modern agriculture techniques. The focus of DSC extension efforts is on helping people help themselves through the diffusion of new innovations and technologies.

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Nikhil Yadav
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755 views

Development Support Communication

Development support communication (DSC) aims to achieve specific development goals through more participatory exchange of messages. DSC emerged as a specialized field applying communication theory and practice to stimulate development. Key aspects of DSC include targeting audiences to achieve defined development goals through limited but interacting communication efforts. DSC has been used in India through programs like radio rural forums and Krishi Darshan on television to popularize modern agriculture techniques. The focus of DSC extension efforts is on helping people help themselves through the diffusion of new innovations and technologies.

Uploaded by

Nikhil Yadav
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Development support

communication
“Development support communication(DSC) is a concept of
communication activities that undertake exchange of
messages at more participatory level to achieve specific
goals of exchange and development.”

According to Erskine Childers,“DSC is specifically


designed communication strategies which support a
particular development program”
History
The origin of the development support communication is
traced to the agricultural extension.
The study of the diffusion of hybrid corn by Ryan and
Cross, in 1942 established the critical role of technological
information for increased farm production.
A specialized field to help evolve theory and practice of
modern methods of agriculture- Extension Education
Extension Specialists with knowledge of communication
principles transformed like health, hygiene, nutrition,
sanitation, etc.
Instead of confining developmental activity to the rural areas
alone, the urban section was also included to help the poorer
sections living in the slums.
Thus communication theory and practice applied to help
stimulate the development process in general, and branched off
as the development support communication (DSC).
Features of DSC
• The latest efforts undertaken to bring about a change in a
limited area.
• It emerged as a more specific and participatory
communication effort to educate the people of rural
settings.
• It aims at targeting the audience to achieve a specific and
defined goal of change and development.
•
● It does not depend on technological based
communication media.
• It works within a limited community to create
awareness about innovations.
• Its philosophy is to motivate the intended audience
towards change using all available means of
communication.
• It interacts more closely.
Concept popularized by the UNDP and other UN institutions like
FAO, UNICEF and World Bank.
It stands for linking all agencies involved in the planned development
work such as political executives, policy planners, development
administrators, subject specialists, field workers, opinion leaders, the
media representatives, the researchers and beneficiaries who constitute
the final delivery points, and the consumers of information
Diffusion of innovations is an essential aspect of the development
support communication.
Development support communication in India
`1 Radio Rural Forums,
The Radio Rural Forum experiment was conducted by All India
Radio at Poona during 1956 .
The Project covered 156 villages where listening and discussion
groups were organized in each of the selected villages.
A programme of 30 minutes duration was broadcast on two days in a
week covering agriculture and allied subjects to help promote rural
development.
2) Krisbl Darshan Programme on Television
In 1967, Delhi Television Centre launched the Krishi
Darshan Programmes under the guidance of Prof. M.S.
Swaminathan of the Agricultural Research Institute (MU)
and Dr. Vikram Sarabhai, the eminent space scientist.
The objective of these programs was popularization of
modem methods of agriculture through the television.
Community sets were installed for group viewing in 80
selected villages
3)SITE
4)School-on-the-air of AIR
All India Radio (AIR), Hyderabad and Bangalore stations introduced, the
School-on-the-air programmes,for education of the farmers in improved
methods of farming.
Specific topics like rice cultivation, sugarcane cultivation, dairy farming,
.poultry keeping, etc., were covered under these broadcasts.
Subsequently, the farm school-on-the-air, became a regular feature of
the Farm & Home Units of AIR at many other stations.In terms of utility
and practical guidance, the programme were rated very high.
The development support communication (DSC) as a
concept covers application of communication
principles and practices in all areas of human
development.
In the extension effort, the focus is on helping the
people to help themselves.
Diffusion of innovations forms the thrust area in the
extension process.
New ideas, practices and technologies are introduced
through persuasive methods of communication.
Adaptation of innovation is a time consuming process, and
it requires the best efforts to provide knowledge and
change human behaviour.
Cultural incompatibility acts as a major inhibiting factor
in the diffusion.

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