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• Development_communication abstract "See also Communication for social changeDevelopment communication refers to the use of communication to facilitate social development. Development communication engages stakeholders and policy makers, establishes conducive environments, assesses risks and opportunities and promotes information exchanges to bring about positive social change via sustainable development. Development communication techniques include information dissemination and education, behavior change, social marketing, social mobilization, media advocacy, communication for social change and community participation.Development communication has been labeled the \"Fifth Theory of the Press,\" with \"social transformation and development,\" and \"the fulfillment of basic needs\" as its primary purposes. Jamias articulated the philosophy of development communication which is anchored on three main ideas, namely: purposive, value-laden and pragmatic. Nora C. Quebral expanded the definition, calling it \"the art and science of human communication applied to the speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth that makes possible greater social equality and the larger fulfilment of the human potential.\" Melcote and Steeves saw it as \"emancipation communication\", aimed at combating injustice and oppression. The term \"development communication\" is sometimes used to refer to a type of marketing and public opinion research, but that is not the topic of this article. Definitions **Nora Cruz-Quebral, Ph.D., in the lecture she delivered for an Honorary Doctorate at the London School of Economics, University of London in December 2011, clearly accounted that development communication was first articulated on December 10, 1971 at the University of the Philippines in Los Banos (UPLB). At that time, the UPLB College of Agriculture held a symposium (in honor of Dr. Dioscoro L. Umali, a national scientist in the area of plant breeding) titled, \"In Search of Breakthroughs in Agricultural Development\" A recent and more encompassing definition of development communication states that it is: ...the art and science of human communication linked to a society's planned transformation from a state of poverty to one dynamic socio-economic growth that makes for greater equality and the larger unfolding of individual potentials.Erskine Childers defined it as:Development support communications is a discipline in development planning and implementation in which more adequate account is taken of human behavioural factors in the design of development projects and their objectives.According to the World Bank, development communication is the \"integration of strategic communication in development projects\" based on a clear understanding of indigenous realities.In addition, the UNICEF views it as:\"...a two-way process for sharing ideas and knowledge using a range of communication tools and approaches that empower individuals and communities to take actions to improve their lives.\" The Thusong government center described it as \"providing communities with information they can use in bettering their lives, which aims at making public programmes and policies real, meaningful and sustainable\"Bessette (2006) defined development communication as a \"planned and systematic application of communication resources, channels, approaches and strategies to support the goals of socio–economic, political and cultural development\". Development communication is essentially participatory, because, according to Ascroft and Masilela (1994) \"participation translates into individuals being active in development programmes and processes; they contribute ideas, take initiative and articulate their needs and their problems, while asserting their autonomy.\"Who are development communicators? What qualities do they possess? Nora C. Quebral gave a succinct characterization:1. They understand the process of development, the process of communication, and the environment in which the two processes interact.2. They are knowledgeable in communication skills and techniques as well as proficient in subject matter to be communicated.3. They have internalized the values inherent in equity and the unfolding of individual potential.4. They have firsthand knowledge of the several kinds of end-users of development communication.5. They have a sense of commitment, the acceptance of individual responsibility for advancing human development.".
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