The Book
‘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’.
The Author(s)
Dipankar Sinha is Professor and Head, Department of Political Science, University of Calcutta.
Table of Contents
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