INTRODUCTION TO COMMUNICATION 2

MASS MEDIA- are the tools for Mass Communicating; they are the channels, therefore
media, through which information, ideas and attitudes are disseminated to the masses.
- Mass Media are organized instruments for communicating to the public.
The Mass Media may be classified into:
1) Print Media (newspapers, magazines, other periodicals, pamphlets and books etc.)
2) Electronic Media (Radio, Television etc.)
3) Outdoor Media (billboards, streamers, tarpaulins etc.)
 The reason they are referred to as Mass Media, of course, is because they are
supposed to reach the majority of the people, whether upper, middle or lower class.
TRADITIONAL MEDIA- are those folk arts—plays, puppet shows, musical dramas,
poetry jousts etc.—which were popular forms of entertainment among the rural
people in our country and other parts of Asia.
-In the Philippines, our traditional media which used to be popular in the rural areas
years and years ago and which are being rediscovered include the zarzuela, balak,
balagtasan, bugtong and moro-moro. The Zarzuela is a musical drama which was
the most popular form of entertainment among Filipinos in the early 1900s.
COMMUNITY MEDIA- there is a new trend in the use of communication media for
community development. This trend is towards demassification—from mass media
to small media. The small media, sometimes referred to as group media, provide
better access and opportunities for people participation in community
development.
-A Media in which the community participates as planners, producers and
performers. They are the means of expression of the community, rather than for
the community.
* A term that is often confused nowadays with Mass Communication is Journalism. Of the two,
Journalism is the older term and the older profession, but with a narrower scope. Mass
Communication and Journalism are two different aspects of the same thing, to quite an extent.
Let’s take an analogy to understand better: If Mass Communication is Italian Cuisine,
Journalism can be thought of as pasta (one of the dishes in Italian Cuisine).
Or simply put, Mass Communication is an umbrella term that includes many fields such as
Advertising, Event management, Public Relations, etc. one of which is Journalism.
Mass Communication embraces all types of communication to the general public, and may be
divided into two general classes: ENTERTAINMENT and EDUCATIONAL. Journalism falls under
the category of Educational.
Traditionally, the journalist performs two functions: 1) to report the news 2) and comment on
it.
The role of communication in society might be categorized into: Political, Economic and Social

1. POLITICAL ROLE- Under political, communication has the role of providing information upon which
political decisions of leaders and the general public are based:

-Disseminating Information
-Creating Public Opinion
-Reflecting Public Opinion
-Watchdog on Government

2. ECONOMIC ROLE- Mass Communication boosts the economy through the power of advertising.
Advertising makes people become aware of products to satisfy their needs.

3. SOCIAL ROLE- Mass Communication also helps the social fabric of the nation influence its pattern. The
Mass Media, in other words, contribute to the dissemination of information and popularization of
practices that all add up to the cultural heritage of a nation.
BRIEF HISTORY OF DEVELOPMENT COMMUNICATION IN THE PHILIPPINES

 The systematic study and practice of Development Communication in the Philippines began
at the University of the Philippines Los Banos in the 1970s with the pioneering work of Nora
Cruz-Quebral, who in the 1972 became the first to come up with the term “Development
Communication”. In at least some circles within the field, it is Quebral who is the “Mother” of
Development Communication.
 Quebral’s work with the University of the Philippines Los Banos’ Office of Extension and
Publications now the College of Development Communication (CDC), which in 1971 became
the first to offer degree programs at the Doctorate, Masteral’s and Undergraduate degree
levels.
WHAT IS DEVELOPMENT COMMUNICATION?

 When we refer to communication in the context of development, we refer to various types of

communication like interpersonal, group and mass communication. Now let’s try and
understand the term ‘development’. What is development? What is behind this concept?
 Development is usually expressed in economic terms such as employment rates, per capita
income and gross national product. However, experience tells us that economic growth
statistics alone do not constitute development.
 Development is a total approach. It does not only involve economic programs. The
development of people is the main focus of this total approach.
 DEFINITIONS OF DEVELOPMENT COMMUNICATION

Development Communication is the process of eliciting positive change (Social, political,

economic, moral, environmental, etc) through an effective exchange of pertinent
information in order to induce people into action.
Development Communication is the integration of strategic communication in development
projects based on a clear understanding of indigenous realities (World Bank).
 The rationale behind Development Communication is to place communication and media
technology in the service of development.
SOME APPROACHES IN THE “TOOL KIT” OF DEVELOPMENT COMMUNICATION

1. Information dissemination and education

2. Behavior change
3. Social marketing
4. Social mobilization
5. Media advocacy
6. Communication for social change
7. Participatory development communication
PHILOSOPHY AND GOAL OF DEVELOPMENT COMMUNICATION

 Two main ideas which define the philosophy of development communication and make it different
from general communication are:
1. Development Communication is purposive communication, it is value-laden and it is pragmatic.
2. Development Communication is goal-oriented. The ultimate goal of development communication is
a higher quality of life of a society. The goal of development communication consider not only in
economic terms but also in terms of social, political, cultural and moral values that make a person’s
life whole, and that enable a person to attain his or her full potential.
 Development Communication has to deal with two types of audience:

i) bureaucracy, media practitioners and professionals and

ii) the people i.e. the audience who can be informed or uninformed, educated or semi-literate or
literate.
Those who write or produced programs on issues related to development are called Development
Communicators.

ROLES OF DEVELOPMENT COMMUNICATOR

 The development communicator plays a very significant role in explaining the development process to the
common people in such a way that it finds acceptance. In order to achieve this objective a development
communicator:

1. Has to understand the process of development, the process of communication and the environment in
which the two processes interact.
2. Should possess knowledge in communication skills and techniques as well as proficient in subject matter
to be communicated.
3. Must have internalized the values inherent in equity and the unfolding of individual potential.

4. Should have a sense of commitment, the acceptance of individual responsibility for advancing human
development.
5. Prepare and distribute development messages to people in such a way that they are received and
understood, accepted and applied.