Development Communication and Journalism Chapter Notes | Home Science for Class 12 - Humanities/Arts PDF Download

Introduction

• Communication is a fundamental aspect of social and professional life, influencing how information is shared and understood.
• Mass media, including television, radio, newspapers, and social media, play a significant role in addressing issues like health, environment, consumption, and poverty.
• Development Journalism is a social activity that communicates community sentiments, leveraging media to foster awareness and dialogue.
• Media wield the power to investigate and question societal happenings, highlighting their role in shaping public opinion.
• The right to opinion and expression, a cornerstone of democracy, relies on various media forms to be effective.
• Journalism is integral to democratic systems, with the press considered the fourth pillar of democracy due to its role in facilitating people’s participation.
• Development communication and journalism are evolving fields, characterized by conceptual flexibility and increasing relevance in modern society.

Significance

• Development communication creates awareness about available technologies and mobilizes people to adopt them for societal betterment.
• It serves as a link between government agencies, non-governmental organizations (NGOs), and the public, fostering collaboration.
• Development Communication and Journalism sensitize students to development processes, equipping them to address issues of equity and social justice.
• These fields train students and professionals to write and speak about development issues, deepening their knowledge and practical skills.
• They aim to prepare journalists, campaigners, and media professionals to contribute to an equitable and impartial society.

Basic Concepts

• Refers to positive, permanent changes in the socio-economic and cultural lives of the majority, achieved without exploitation or violence.
• Requires intensive efforts to address issues like mass illiteracy, population growth, malnutrition, poor health, hunger, and pollution.

Development Journalism

• A relatively new concept that emerged post-colonial era, focusing on development activities in newly independent countries like India.
• Unlike pre-independence reporting on conflicts and colonial narratives, it highlights success stories of individuals adopting new technologies and methods.
• Seeks to describe people engaged in innovative projects and processes that benefit society.

Development Communication

• Defined in 1972 by Nora Quebral as the art and science of human communication used to facilitate planned social development.
• Systematically applies communication processes, strategies, and principles to drive positive social change in disadvantaged communities.
• Focuses on ensuring equity and enabling individuals to achieve their potential.
• Essential Features
  • Oriented towards socio-economic development and the happiness of individuals and communities.
  • Aims to inform and educate communities to foster awareness and understanding.
  • Combines mass media and interpersonal communication channels for greater impact.
  • Tailored to audience characteristics and their environmental context.
• Involves a two-way communication process between those with information and those seeking knowledge.
• Assumes that people facing problems have the innate ability to find solutions, requiring only guidance or resources.
• Emphasizes motivation as a key element in driving change.
• Promotes dialogue between people and development agencies to build consensus and encourage concerted action.
• Is a social process designed to achieve common understanding among participants in development initiatives.

Red Ribbon Express (RRE)

• A nationwide communication campaign to generate awareness about HIV/AIDS, implemented by the National AIDS Control Organisation (NACO), Nehru Yuva Kendra Sangathan (NYKS), and international agencies like UNICEF and UNAIDS, in cooperation with Indian Railways.
• Involved a specially designed train traveling over 9,000 km annually, covering 180 districts and halting at 180 stations, with programs reaching 43,200 villages.
• The train comprised seven coaches equipped with educational materials on HIV/AIDS, interactive touch screens, 3D models, LCD projectors, and platforms for folk performances.
• Included counseling cabins and two doctors’ cabins for providing counseling and treatment, focusing on HIV-TB co-infection.
• Followed a ‘parikrama’ style route, starting from Kanyakumari and covering nearly all Indian states.
• During halts, performing artists formed groups to conduct Information Education Communication (IEC) activities like street plays, folk songs, stories, and group counseling in villages.
• Locally mobilized youth groups collaborated with the train’s team to enhance outreach.
• Objectives
  • Spread information about primary prevention services for HIV/AIDS.
  • Develop understanding to reduce stigma and discrimination against people with AIDS.
  • Enhance knowledge about preventive measures, health habits, and lifestyle choices.

Campaign

• A campaign combines various communication methods and materials, such as meetings, tours, newspaper articles, leaflets, and exhibitions, focused on a specific theme for a predefined period.
• It is a well-organized, intensive activity designed to create public awareness and deliver specific messages.
• Uses dramatic elements through different channels to capture attention, sustain interest, and stimulate action.
• Leaves a lasting impression and creates a conducive environment for adopting new practices.
• Example: The Swachh Bharat Mission, launched on October 2, 2014, by the Prime Minister of India, aimed to achieve universal sanitation coverage and eliminate open defecation in rural areas by 2019.
• The mission was implemented as a nationwide campaign, promoting mass-scale behavior change, construction of household and community-owned toilets, and monitoring mechanisms for toilet construction and usage.
• Radio and Television
  Radio and television are popular, cost-effective, and convenient mass media for development communication, particularly for reaching audiences with low literacy levels.
  Radio
  • The most accessible mass medium, mobile, and able to accompany listeners during work or rest.
  • Programs include news, interviews, discussions, documentaries, dramas, and quizzes, covering diverse topics and human interest stories.
  • Public Service Announcements (PSAs) are brief 10–60-second messages, often jingles, providing information or action suggestions (e.g., ‘obey traffic rules’ or ‘say no to tobacco’).
  • PSAs are effective due to catchy slogans and repeated broadcasts.
  • Interactive formats and local/community radio stations have overcome earlier limitations of one-way communication.
  • Community Radio (CR), introduced by the Ministry of Information and Broadcasting, is managed by local people, broadcasting in local dialects for local development programs.
  • CR requires minimal investment and training, supported by NGOs for capacity building, and encourages community participation.
  • Examples include community radio stations operated by Vanasthali Vidyapeeth (Rajasthan), Self Employed Women’s Association (SEWA) (Gujarat), and Delhi University (DU) FM in North Delhi.
  • CR serves as a platform for people to voice problems, express views, showcase talents, and access information on government policies and services.
• Television
  • Offers diverse programs through international, national, and local channels, including talk shows, reality shows, and competitions.
  • Educational programs like ‘Kyunki Jeena isi Ka Nam Hai’ and ‘Main Kuch Bhi Kar Sakti Hun’ combine entertainment and education for social good.
  • Provides opportunities for public participation and awareness on developmental issues.
• EDUSAT
  • Launched in September 2004, EDUSAT is India’s first satellite dedicated to education, supporting interactive satellite-based distance education systems.

Print Media

• National and regional newspapers often prioritize urban issues, with limited coverage of agriculture, rural problems, and development concerns.
• Rural-focused newspapers and periodicals are scarce but valuable for continuous education.
• Project Village Chhatera
  • Launched in 1969 by The Hindustan Times, focusing on Chhatera village in Northwest Delhi.
  • Featured a fortnightly column with detailed, sensitive stories about village life, aspirations, livelihood issues, festivities, and challenges like electricity, water supply, and rainfall deficits.
  • Reporters used photographs to highlight issues, acting as a catalyst for bringing services like machines, bridges, roads, and banks to the village.
  • Local leaders’ attention to reported problems facilitated solutions, demonstrating the impact of print media on rural development.
• Development journalists are needed to write passionately and sensitively about rural and marginalized communities.
• Print journalists’ tasks include interviewing, attending press conferences, making calls, sending emails, and using the internet for research.
• Basic computer literacy is essential for effective work in print journalism.

Information and Communication Technologies (ICTs)

• An umbrella term encompassing computer hardware, software, digital broadcast, and telecommunications technologies.
• ICTs have transformed economic, social, and political landscapes by enabling market expansion, social business, and public services.
• Mobile phones have facilitated banking, financial transactions, marketing, distribution, employment, and public services in both poor and wealthy countries.
• Tele-centres
  • A direct approach to using ICTs for improving the lives of the poor, offering services like computer education, email, web browsing, and e-government services.
  • Example: The Sustainable Access in Rural India (SARI) project in Tamilnadu set up 80 tele-centre kiosks providing various services, including certificate issuance.
• SEWA and ICTs
  • The Self Employed Women’s Association (SEWA), a union of poor women in India’s informal sector, integrates ICTs to empower its members.
  • Aims for full employment and self-reliance by addressing work, income, food, and social security (health, childcare, shelter).
  • Recognizes poor access to information as a poverty driver and uses ICTs like computers, radio, television, video, telephones, fax machines, mobile phones, and satellite communication.
  • Community Learning Centres (CLCs) in rural areas provide IT training in areas like electrical, mechanical, and IT engineering.
  • ICTs enable quick communication, problem-solving, and cost savings across districts for SEWA members.

Knowledge and Skills Required for a Career in This Field

• Media designing, production, and technical instrument handling provide advantages in media houses and advertising agencies.
• Development filmmakers require knowledge of camera techniques, video production, content development, implementation, and editing for marketing management.
• DCJ professionals must master equipment operation, understand legal regulations, and develop presentation and interviewing techniques.
• Skills in using computers, radio production software, and writing creative briefs are crucial.
• Apprentices gain practical experience in writing and producing radio spots for broadcast.

Journalistic and Presentation Skills

• A combination of journalistic and presentation skills is necessary, along with an interest in current affairs and local conditions.
• Hands-on radio experience, communication abilities, and music knowledge enhance effectiveness.

Questioning Ability- Helps delve into the finer details of issues, uncovering unique and interesting stories.
Passion for Adventure and TravelFacilitates gathering stories from remote areas, enriching content with diverse perspectives.
People-Centric Approach

• Requires understanding people’s viewpoints on issues affecting their lives and finding workable solutions.
• Knowledge of social work principles, particularly ‘helping people help themselves,’ is essential.

Leadership Skills- Critical for success in coordinating and motivating teams and stakeholders.
Listening Skills- Enable sensitive writing that resonates with audiences and reflects community needs.
Interpersonal Skills- Essential for professional interactions with staff, partners, and consultants in modern work environments.
Language and Computer Skills

• Proficiency in speaking, writing, and reading at least one language is crucial, including the ability to produce technical reports and documents.
• Basic computer skills in Microsoft Office applications (Word, Excel, PowerPoint) are desirable for professional success.

Scope and Career Avenues in Development Communication

• Employs diverse media and communication techniques to address information dissemination, education, behavior change, social marketing, media advocacy, communication for social change, and participatory development communication.
• Encompasses training, advisory, and action projects to enhance communication capabilities and resources in development processes.
• Offers career paths in media houses, government and non-government organizations, and large-scale projects supported by international agencies.
• Provides economically and psychologically rewarding employment opportunities in the social sector.

Career Options

• Development Journalist in print, TV, radio, community media, traditional media, radio jockeying, and anchoring.
• Research scholar in organizations studying gender, development, environment, consumption behavior, health, agriculture, and livelihood issues.
• Trainer for grassroots workers, field functionaries, policymakers, and corporate officers.
• Freelancer or consultant for various organizations.

The field is expected to diversify further, offering a vast range of career opportunities in the future.