What is development communication?


Development communication is often looked upon, by writers on the subject, as a tool to bring about development in less developed countries. In this sense, what is emphasised is the use of communication media for development. In a recently published Orientation and Resource Kit on Development Communication by UNESCO, Mayo and Servaes (1994) begin with the observation, that communication media are often called upon to support development programmes. They go on to state that, whereas development strategies could vary within and across countries, the communication activities associated with them are often quite similar. These activities are informing people about specific initiatives and urging their support for them. What I am going to discuss in this paper, however, are the much broader aspects of the intellectual discourse that underlie the concept of development communication. The practicalities of the use of communication for development will be mentioned, only in so far, as it is necessary to illustrate this intellectual tradition..

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