‘Development Communication’ refers to the systematic application of the processes, strategies and principles of communication to bring about positive social change. It uses various mediums, such as radio, music, theatre, booklets, to, help transform, for instance, attitudes towards the girl child, promote literacy, and increase awareness about HIV/AIDS, the adverse effects of polio and need for potable water.
This volume looks at the origins, the theoretical underpinnings and the major debates in the discipline of Development Communication. While arguing that it rightfully belongs in the realm of the social sciences, the author critically scrutinises the concepts of both ‘development’ and ‘communication’.
Dipankar Sinha is Professor and Head, Department of Political Science, University of Calcutta.
List of Abbreviations Acknowledgements Introduction
I. Development Communication: A Brief Outline The Seeds ‘Development’ and ‘Communication’: Not-So-Easy Linkages Prime Actors: The Transition Phase
II. ‘The World’ of Development Communication: Shifting Horizons The Foundation: The Modernization Paradigm Mainstream Development Discourse: Top-Down Symptom The Challenges Information Capitalism: The Motive Force Communication Order: Beyond the Appearance Towards Participatory Communication
III. The Inner Struggle: Changing Track, Challenging Goals The Formative Stage Transformation: Nuts and Bolts Outcome of Struggle: Behaviour Change Strategies and Models Communication for Development (C4D): The Latest Version Beyond Models: Itemising Human Agency Millennium Development Goals: Lost Opportunity?
IV. Media and Mediation: Towards Participatory Engagement Why Mediation Media and the Making of Informed Beneficiaries Visualising the Media’s Role: The Indian Context Ways Out: Macro-Level Ways Out: Micro-Level Ways Out: Macro-Micro Level Beyond ‘Media Tropism’
V. New Technology and the Inclusive Society Inclusive Society: The Gateway ICT: Nothing Instantaneous About It Networking Governance: The Indian Scenario Technology Literacy and ICT Education: Why Not?
VI. ICT-led Premier Interventions: Under Critical Lens Case Study I: E-Governance in Andhra Pradesh Case Study II: E-Choupal in Maharastra Case Study III: Village Knowledge Centres in Pondicherry How (Not) To Do It
VII. Premier ‘Organic’ Interventions: Critical Review ‘Our Village, Our Governance’: The Community-centric Intervention The ‘Picture Post Card Village’: The Individual-centric Intervention
VIII. Experiencing India: Problems in Search of Development Communication The Problems Strategisation: Elemental Form Communications Strategy Template Experimenting with Participatory Communication: The ‘SODIS’ in West Bengal
Conclusion: Pro-People and Pro-Active Communication—The Agenda Ahead Constructing Good Theory: Clues Initiating Good Practice: Hints
Select Bibliography Index