primarily the masses often those who are underprivileged, less educated or with little or no access to information.
Devcom materials are designed for a specific audience which means making sure you adjust the language level to suit the audience’s educational level or cultural background.
4. SCIENTIFIC in Outlook: Development Communication Students are taught that each situation or problem can be approached in a systematic, methodical way. Effective Communication materials are a result of careful planning, which begins by identifying the purpose, the audience and the resources available.
Devcom has a scientific outlook because the communicator is encouraged to be proficient in a technical field in order to be better equipped to communicate developmental messages.
5. Relevant: Devcom strives to be relevant by focusing on relevant, non-traditional topics like environment, population, science, technology, agriculture etc. Devcom materials are relevant because they focus on news values such as significance, impact, consequence, and human interest rather than on prominence, conflict, sex or violence.
6. Value laden: When writing development messages one is encouraged to emphasize on development values that help improve human condition and help individuals fulfill their greater potential.
Part of the vision of the College of Development Communication is to promote equity, empowerment, environmentalism, entrepreneurship, and education.