Development Communication
Nora Quebral (1975) in Kumar, defined development communication as “the art and science of human communication applied to the speedy transformation of a country from poverty to a dynamic state of economic growth and makes possible greater economic and social equality and the larger fulfilment of human potential.”
It is “the use of communication in development work.” It means that communication is used for the purpose of growth or betterment of the people and the community.
The Nature of Development Communication
Dr. Juan F. Jamias, professor Emeritus of Development Communication, say Devcom is different because it is:
1. Purposive: There is a specific purpose why these materials are produced and is usually tied up with a greater goal of fulfilling development objective. Instead of aiming to inform, it can also motivate people to change their attitude towards a certain issue.
2. Pragmatic: we can look at this characteristic in two ways. One development materials are practical. For example, why spend on thousand of pesos on a television spot when a simple poster will do.
Two, devcom materials are pragmatic as you measure your success not by the viewership, listership or readership but by how well you were able to attain your objectives.
3. Mass Oriented: Though development communicators target people in the development process its intended audience is