Module 3

Communication strategies and development

Communication strategies for development
Development Communication Using Print Media Especially, print media as a traditional media
of development communication is the closest to people who need messages of development
like the farmers and workers. Such forms of media are participatory and effective. As far as the
print media is concerned, after Independence when the Five Year Plans were initiated by the
government for planned development, it was the newspapers which gave great importance to
development themes. They wrote on various government development programs and how the
people could make use of them.
They cover about farming and related subjects and information about weather, market rates,
availability of improved seeds and implements. The scientific and technological advancements
have brought about steady fast development in the media world. New media are coming up
while the old ones are being improved upon and in this process their availability has increased
manifolds. They are now conquering even the remote and distant regions of the world. This
multifaceted development has brought about a lot more variety than could be imagined. There
has been growing multiplicity between the media and this process is still continuing. As a
result the Indian people are facing plenty of choices. Print medium was the first to be used as
mass media for communicating the information. Till today print media is one of the powerful
media among the rural people.

Radio for Development

Radio for development is the strategic use of this medium to effect social changes beneficial
to a community, nation, or region. Within the study and practice of communication for
national development and social change, radio has claimed a prominent place for a variety of
reasons. As an aural medium, radio obviates the need for a literate audience, making it an
attractive medium for states and agencies working with impoverished populations that lack
access to schools or other forms of literacy training. In addition, radio is an inexpensive
medium for its audience, and therefore enjoys a wide range of diffusion even among rural
people with scant resources for material not directly related to their basic needs. Finally, radio
is relatively inexpensive to produce and distribute, making it an attractive medium for donor
agencies concerned with per capita costs for reaching underdeveloped audiences with pro-
social messages. Indeed, among all communication media (print, film, telephone, television,
and new media), radio consistently enjoys the highest rates of diffusion and use in the
developing world.

Along with the broad use of radio for development, a wide range of approaches and methods
has emerged with its evolution and deployment. In the early years of development
communication (the 1950s through the 1960s), which were dominated by modernization
theories, the focus of scholars and practitioners was both on the mere exposure to radio and
on the diffusion of “good information”. For modernization theorists, radio, along with other
 mass media, was considered an “index of development.” Indeed, in the early 1960s, the
United Nations Educational, Scientific, and Cultural Organization issued standards for media
sufficiency that identified the per capita requirement of five radios per 100 inhabitants as a
measure of minimal development. As the primary, transnational organization conducting
research into communication and development at the time, UNESCO reflected the
assumptions of scholars that radio and other media functioned as “magic multipliers” of
development and as the gateways to “empathy” and social mobility needed in the transition
away from traditional values and beliefs. Many social surveys at the time demonstrated
correlations between media exposure and wider economic and political participation.

Role of Media in Development

It is important at this point to clarify the meaning of „development
communication‟ for the term has a wide variety of connotations. Development communication
is more than 4 agricultural extension or rural communication. It doesn‟t restrict itself merely to
the development of rural areas, nor is it concerned with agricultural development alone. It is
oriented towards development whether it be in rural or urban areas, or in areas such as
agriculture, family planning, or nutrition (Gupta, 1995). Theory and research suggests that
mass communication can act as a positive agent of social change for some people while
impeding and obstructing change for others (Johnson, 2000). There are many who dispute the
role played by the mass media in bringing about social change (Gupta, 1995; Rodrigues, 2010;
Vilanilam, 2005). Gupta (1995) asserts that radio and television are the best sources for
creating awareness and interest among the audience regarding a new message or idea “but
when it comes to adoption of the idea, interpersonal sources such as extension agents, friends,
neighbours, family members are the most effective” (Gupta, 1995, p.72). In the 1960s,
communication scholars and media experts were quite sure that television and the other media
of mass communication would help national development.
The media were considered the prime motivators of development. Eminent communication
scholars such as Daniel Lerner, Wilbur Schramm and Everett M. Rogers, who based their
theories of development and media efficacy on the important work of Walter Rostow, namely,
The Stages of Economic Growth, stressed that the economic and technological development
achieved by the Western nations were the result of increased media use (Vilanilam, 2005).
However, since the 1970s the dominant paradigms of development have been challenged by
different disciplines (Gupta, 1995; Vilanilam, 2005). It has been realised that distribution of
goods and services along with economic and political opportunities among the majority is a
pre-requisite for development.
An information revolution ushered into a largely private society without appropriate changes
in the social structure will not benefit the large majority of the people (Vilanilam, 2005). 5
Everett M. Rogers and many other theorists criticised the dominant paradigm of development
(as cited in Rodrigues, 2010) and broadened its definition from one that centred on
materialistic economic growth to other social values such as social advancement. The concept
of development in the 1970s was expanded as 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 the people by giving them
greater control over their environment. Similarly, the new concept of development
communication that began to emerge dealt with the promotion of social change leading to
improvement in people‟s quality of living, by encouraging better health, higher literacy and
higher production of goods through more effective communication (Rodrigues, 2010). There
was also a tendency in communication theory and practice to regard the television audience as
passive beings moulded and manipulated by those who create the media messages (Johnson,
2000).
Many development communication campaigns suffered on this count. However, it is
increasingly being realised that for such messages to be effective, people must be involved at
all stages – planning, production, and presentation. The need for localisation of development
communication has been emphasised by many researchers and commentators (Joshi, 1985;
Page and Crawley, 2001; Singhal and Rogers, 2001; Verghese, 1978). The Beginning of
Television in India: In the name of Development When television was introduced in the
country in 1959, it started as an experiment in social communication for which small teleclubs
were organised in Delhi and provided with community television sets. Educational television
began in 1961 to support middle and higher secondary school education. Its experiments in
teaching of science, 6 mathematics, and language proved successful and received appreciation
from many UNESCO experts (Kumar, 2000).

Community Radio
Community radio is a radio service offering a third model of radio broadcasting in addition to
commercial and public broadcasting. Community stations serve geographic communities and
communities of interest.
What is the role of community radio?
Community radio is not-for profit and provides a mechanism for facilitating individuals,
groups, and communities to tell their own diverse stories, to share experiences, and in a media
rich world to become active creators and contributors of media.
There are several subtypes of radio broadcasting: commercial, noncommercial educational
(NCE) public broadcasting, and non-profit types like community radio, student-run campus
radio stations and hospital radio stations. In India,Community radio station is operated in
frequency modulation (FM) mode.
Media and women development
How can the media play an effective role in the development of women?
It can play the role efficiently in transmitting information to society in empowering women by
educating the society about their stand and worth.In the present article a number of studies
have been reviewed to Increase the participation of women in decision-making through the
media and to promote a decent and balanced society.Schemes that were introduced under the
Beti Bachao Beti Padhao Scheme includes Ladli scheme, Kanyashree Prakalpa Yojana,
Sukanya Samridhi Yojana, Balika Samridhi Yojana, Ladli Laxmi Yojana, Dhanalakshmi
scheme and many more.
Social media empowerment in social movements: power activation and power accrual in
digital activism. Social media assume a role in activism by enabling the powerless to voice
widely shared grievances and organise unequally distributed resources.
How social media has changed the feminist movement?
While women are still underrepresented in media generally, social media encourages a more
level playing field, allowing for the voices of women from a wider array of backgrounds and
countries, with or without traditional power, to be heard. Indeed, social media has opened a
new frontier for women's rights organizing

What is women’s empowerment?

Women’s empowerment can be defined to promoting women’s sense of self-worth, their
ability to determine their own choices, and their right to influence social change for themselves
and others.
It is closely aligned with female empowerment – a fundamental human right that’s also key to
achieving a more peaceful, prosperous world.
In Western countries, female empowerment is often associated with specific phases of the
women’s rights movement in history. This movement tends to be split into three waves, the
first beginning in the 19th and early 20th century where suffrage was a key feature. The second
wave of the 1960s included the sexual revolution and the role of women in society. Third wave
feminism is often seen as beginning in the 1990s.
Women’s empowerment and promoting women’s rights have emerged as a part of a major
global movement and is continuing to break new ground in recent years. Days like
International Women’s Empowerment Day are also gaining momentum.
But despite a great deal of progress, women and girls continue to face discrimination and
violence in every part of the world.

Media and Health

Role of development communication in Health
Mass media can influence health behaviors and can promote health behavior change. Both the
amount and the type of information presented in the media can shape our beliefs, attitudes, and
perceived norms, which, in turn, influence behaviors. In addition, the media can influence
beliefs indirectly.The power and reach of the mass media can influence all aspects of people's
lives, including health and well-being, and can be harnessed to promote health by informing,
motivating and empowering people to change behaviour and by providing a platform for
advocating healthier policies and civic action.
Social media can primarily spread awareness about what the specific organization can offer
patients in terms of medical care. It can inform the public about what advanced technology or
treatments the facility offers. Social media is also one of the most cost-effective distribution
tools for health care information.
Through social media, patients can join virtual communities, participate in research, receive
financial or moral support, set goals, and track personal progress. Physicians are also using
social media to promote patient health care education.
Hence, it will be right to assert that media health communication is the dissemination. of health
information by the media in order to influence peoples' health choice and improve. their health
literacy for sustainable health development.
First, mass media messages can set an agenda for and increase the frequency, depth, or both, of
interpersonal discussion about a particular health issue within an individual's social network,
which, in combination with individual exposure to messages, might reinforce (or undermine)
specific changes in behaviour.
Benefits of Social Media in the Healthcare Industry
● Patients Use Social Media Sites.
● Easily Build Relationships with Patients.
● Cost-effective Marketing.
● Showcase Accomplishments and Activities through Social Media Platforms.
● Attract Healthcare Professionals to the Workplace.
● Security Risks.
● False Information.

New media Communication for Family welfare and Population Management

Family welfare includes not only planning of birth, but they welfare of wholes family by
means of total family health care. The family welfare programme has high priority in India
because its success depends upon the quality of life of all citizens.
The basic objective of the Family welfare programme is to stabilize the population and to
provide qualitative health services including immunization to both-pregnant mother and
children.
Using news, entertainment and social media while alone can be valuable in helping family
members connect with other people, learn about important topics, or just decompress after a
hard day at work or school – and there are also benefits when families use media together.
What are the examples of family welfare?
● Income Generation/
● Livelihood/Cooperative.
● Medical Health Care.
● Nutrition.
● Environment Protection,
● Hygiene and Sanitation.
 Population Management
Population management, as defined by the Disease Management Association of America, is
“a system of coordinated healthcare interventions and communications for populations with
conditions in which patient self-care efforts are significant.”
For example, hospitals receive diagnosis-related group (DRG) payments for inpatient stays,
and physicians are paid per patient visit. The more services that hospitals or physicians
provide, the more money both get paid, without financial consequences for quality
outcomes or total cost of care.
The goals of population health management (PHM) are the following: to improve health
conditions of current patients, help healthcare professionals and public services understand
patient needs that might have been overlooked, design better health services, make better
use of public resources, prevent diseases and

What are the benefits of Population Health Management (PHM)?

● Improved quality of care while reducing costs.
● Improved care for patients with chronic and costly conditions by monitoring.
● Real-time access and closed gaps in care along with patient-centric view.
● Better clinical outcomes.

There are some major problems on population management. Some of them are described
below:
● Unplanned migration
● Early marriage,
● Less literacy rate of women etc.

The population is one of the important factors which helps to balance the environment, the
population should in a balance with the means and resources. If the population will be
balanced, then all the needs and demand of the people can be easily fulfilled, which helps to
preserve the environment of the country.

Ecological conservation and Sustainable development

Ecological Conservation and Media
Role of media for environmental awareness
Media can report and educate people about certain forces and activities that adversely affect
our environment; Conservation of natural resources -Our primary target is not only
controlling the wastage of various sources of energy like oil, gas, coal, etc.
What is ecological conservation?
Conservation ecology is the branch of ecology and evolutionary biology that deals with the
preservation and management of biodiversity and natural resources. It is a discipline that is
 emerging rapidly as a result of the accelerating deterioration of natural systems and the
worldwide epidemic of species extinctions.
Studies shows social media has heightened public awareness regarding conservation (3),
management strategies, and possible threats posed to wildlife. This allows the public to have
a greater understanding on human-nature interactions, and scientists to communicate and
collect data in a new way.
By conserving wildlife, we're ensuring that future generations can enjoy our natural world
and the incredible species that live within it. To help protect wildlife, it's important to
understand how species interact within their ecosystems, and how they're affected by
environmental and human influences.
In this regard media plays a pivotal role in creating awareness and bringing the positive
behavioral change among people in mitigating the anthropogenic climate change. Hence,
the role of Communication and Mass Media is immense in climate change and sustainable
development.
Sustainable development and Media
The media plays a crucial role in educating and making individuals, communities, and
society conscious about sustainable development, the need for more sustainable patterns of
production and consumption, and encouraging them to take action directed towards change
and a more sustainable future.
How does social media help in promoting sustainable development?
Social media can help poverty reduction by harnessing the power of information sharing to
raise public awareness and involvement. Information sharing through social media can be
used to eradicate poverty in all developing countries.
The 5Ps of the SDGs:
● People,
● Planet,
● Prosperity,
● Peace
● Partnership
In this regard, in terms of sustainability, it is possible to confront the fact that social media is
sometimes a tool to achieve sustainability, sometimes as a strategy center for companies,
sometimes as an incentive platform, and sometimes as an obstacle to achieving sustainability.
What are 4 types of sustainable development?

The term sustainability is broadly used to indicate programs, initiatives and actions aimed at
the preservation of a particular resource. However, it actually refers to four distinct areas:
human, social, economic and environmental – known as the four pillars of sustainability.
What is the aim of sustainable development?
The Sustainable Development Goals, also known as the Global Goals, seek to reconcile
economic growth, environmental balance and social progress, ensuring that all people have
the same opportunities and can lead a better life without compromising the planet.

What are the 5 areas of sustainability?

Sustainability has been crossing boundaries in all areas of society. With these five basic
elements of food, energy, water, waste, and ecology, companies and organizations around
the world are taking major steps in creating a society that functions and prospers with
sustainability.

ICT For Development

Information communication technologies (ICTs) are crucial to reducing poverty, improving
access to health and education services and creating new sources of income and employment
for the poor. Being able to access and use ICTs has become a major factor in driving
competitiveness, economic growth and social development.
ICT is a powerful enabler of development goals because of the way in which it improves
communication and the exchange of knowledge and information necessary for development
processes.
What is development communication in ICT?
Development communications are organized efforts to use communications processes and
media to bring social and economic improvements of an individual, society or nation
How can ICT help developing countries?
ICT can potentially help LMICs tackle a wide range of health, social and economic
problems.By improving access to information and enabling communication, ICT can play a
role in achieving millennium development goals (MDGs) such as the elimination of extreme
poverty, combating serious diseases, and accomplishing

How can ICT improve human life?

ICT can improve human life quality because it can be used as learning and education media
and mass communication media in important and practical issue promotion and campaign,
such as health and social areas. ICT gives broader knowledge and can help in finding and
accessing information.
ICT for Development in Indian experience
How can ICT be used for development in India?
India is using Information and Communication Technologies (ICTs) to leapfrog economic
development in key sectors: health, education, infrastructure, finance, agriculture,
manufacturing, and perhaps most important, governance. The national Aadhaar program is
globally admired.
How can ICT used for development?
Information communication technologies (ICTs) are crucial to reducing poverty, improving
access to health and education services and creating new sources of income and employment
for the poor. Being able to access and use ICTs has become a major factor in driving
competitiveness, economic growth and social development.
The Indian information technology (IT) and IT-enabled services-business process
outsourcing (ITeS-BPO) industry has made significant contributions to India's economic
growth in terms of GDP increase, foreign exchange earnings and employment generation.
The Indian IT industry is estimated to be $50 billion market
The Information and Communication Technology (ICT) in Schools was launched in
December, 2004 and revised in 2010 to provide opportunities to secondary stage students to
mainly build their capacity on ICT skills and make them learn through computer aided
learning process.

Satellite Instructional Television Experiment or SITE

The development of Information and Communication Technologies (ICT) has stroThe

Satellite Instructional Television Experiment or SITE was an experimental satellite
communications project launched in India in 1975, designed jointly by NASA and the Indian
Space Research Organization (ISRO). The project made available informational television
programmes to rural India.ng potential to transform economies and societies in several ways,
such as reducing information and transaction costs, creating new collaborative models to
increase the efficiency of workers, promoting innovation, and improving education
1975
The Satellite Instructional Television Experiment or SITE was an experimental satellite
communications project launched in India in 1975, designed jointly by NASA and the Indian
Space Research Organization (ISRO). The project made available informational television
programmes to rural India.
What is the purpose of Satellite Instructional Television Experiment?

The main objectives of the experiment were to educate the financially backward and
academically illiterate people of India on various issues via satellite broadcasting, and also to
help India gain technical experience in the field of satellite communications.
The Technology Experiment Satellite (TES), weighing 1108 kg, was launched on October 22,
2001.

The Technology Experiment Satellite (TES)

Launch date 22 October 2001

Launch site SHAR Centre Sriharikota India

Launch vehicle PSLV- C3

Orbit 572 km Sun Synchronous

Payloads PAN

At present, 33 Doordarshan TV channels are operating through C-band transponders of

INSAT-3A, INSAT-3C, and INSAT-4B. All of the Satellite TV channels are digitalised.
Largest TV experiment in India?

The experiment ran for one year from 1 August 1975 to 31 July 1976, covering more than
2400 villages in 20 districts of six Indian states and territories (Andhra Pradesh, Bihar,
Karnataka, Madhya Pradesh, Orissa, Rajasthan).

Kheda Communications Projects

Started in 1975, KCP was India's first rural communication project. KCP aimed at providing
television broadcasting and allied communication services to the targeted rural areas.
What is the timeline for Kheda project?
The Kheda Communications Project or KCP is a field laboratory that aimed at the
development and local communication in Kheda district of Gujarat. This project began in
1975 and continued till 1990. The site chosen for the experiment was Kheda district, which is
an area near the SAC headquarters in Ahmedabad.

Jhadua Development Communication project

The Jhabua Development Communications Project (JDCP) uses satellite communication to
address the needs of the rural illiterate population and provide programme support
communication to development efforts.
The Jhabua Development Communication Project was launched in the mid-1990s by the
Development and Educational Communication Unit (DECU) of the Space Application Center
(SAC) in Ahmedabad (DECU implemented the Kheda Communication Project discussed
previously).
The Jhabua Development Communication Project (JDCP) Unit III The Jhabua Development
Communication Project an innovative broadcasting experiment is presently under way in the
rural, hilly hinterlands of Jhabua district in India’s Madhya Pradesh State. Jhabua’s residents
are India’s poorest and 85 per cent population is tribal and its literacy rate is 15 percent.
The Jhabua Development Communication Project (JDCP) was launched in mid 1990s. The
purpose is to experiment with the utilization of an interactive satellite-based broadcasting
network to support development and education in remote, rural areas of India. Some 150
direct-reception systems like satellite dish, TV sets, VCRs, and other equipment have been
installed in several villages of Jhabua, which receive television broadcasts for two hours
every evening from Development and Educational Communication Unit’s Ahmedabad
studio, uplinked through satellite. Also, 12 talkback terminals have been installed in each of
the block headquarters of Jhabua district, through which village functionaries ask questions,
provide feedback, and report on the progress. The evening television of Jhabua Development
Communication Project broadcasts, on topics like health, education, watershed management,
agriculture, natural forestry, and local governance that were designed to be entertaining and
educational.
The programmes of this project are made with the active participation of the local people of
Jhabua, as was in the case in the Kheda Communication Project. Interactive training
programmes are conducted in afternoon through the talkback terminals with a range of
village functionaries like teachers, anganwadi workers, hand pump mechanics, and local
Panchayat members. Information flows in Jhabua Development Communication Project are
thus both downward and upward, connecting the rural audience of Jhabua with media
producers in Ahmedabad in a continuous circle of feedback and feed-forward.

Tele Medicines
Telemedicine is the use of electronic information to communicate technologies to provide
and support healthcare when distance separates the participants.Telemedicine refers to the use
of information technologies and electronic communications to provide remote clinical
services to patients. The digital transmission of medical imaging, remote medical diagnosis
and evaluations, and video consultations with specialists are all examples of
telemedicine.Telemedicine, also referred to as telehealth or e-medicine, is the remote delivery
of healthcare services, including exams and consultations, over the telecommunications
infrastructure. Telemedicine allows healthcare providers to evaluate, diagnose and treat
patients without the need for an in-person visit.
What is telemedicine in India?
Telemedicine is considered to be the remote diagnosis and treatment of patients by means of
telecommunications technology, thereby providing substantial healthcare to low income
regions. Earliest published record of telemedicine is in the first half if the 20 th century when
ECG was transmitted over telephone lines.
E-Governance Experiments
e-Governance can be defined as the application of information and communication
technology (ICT) for providing government services, exchange of information, transactions,
integration of previously existing services and information portals
Electronic governance or e-governance implies government functioning with the application
of ICT (Information and Communications Technology). Hence e-Governance is basically a
move towards SMART governance implying: simple, moral, accountable, responsive and
transparent governance.
Those ways are also called as types of e-governance. These are mentioned below- G2C
(Government to Citizen) G2G (Government to Government) G2B (Government to Business)
What is the role of e-governance in our life?
Successful implementation of e-Governance practices offer better delivery of services to
citizens, improved interactions with business and industry, citizen empowerment through
access to information, better management, greater convenience, revenue growth, cost
reductions etc.
What is e-governance explain the importance of e-governance?
The e-Governance is defined as the use of information and communication technology (ICT)
to provide government services, information exchange, transactions, integration of previously
existing services, and information portals.

E-governance can help reduce corruption and improve accountability by making budgets and
progress reports of major public projects available. It enables transformational change rather
than merely technical change. So e-governance reduce the delay, fast the procedures and
reduce the corruption through transparency.