UNIT 1

Development Communication
Q1. Development Communication: Definition, Meaning and Process
Development communication uses media and messages to share information and involve
people in solving community issues, like health and education, to improve their lives. It aims
to create positive change by encouraging active participation and awareness.
Meaning of Development Communication:
Development communication uses different communication methods, such as media and
community talks, to help people improve their lives. It focuses on sharing important
information, creating awareness, and getting people involved in solving problems like health
and education. The goal is to help people make positive changes in their communities.

Key aspects of development communication include:

1. Information Sharing: Providing communities with crucial information about health,
education, agriculture, sanitation, and other topics to improve their quality of life.
2. Participation: Involve the target audience in decision-making and development projects
actively to make sure their needs and views are considered.
3. Behavior Change: Influencing attitudes and behaviors through campaigns, media, and
education to achieve social change (e.g., public health campaigns on sanitation, or
environmental awareness).
4. Empowerment: Helping individuals and communities to gain the knowledge and tools to
make informed decisions that impact their future.

Process of Development Communication:

The development communication consists of several important steps that help share
information and encourage positive change in communities.
1. Needs Assessment: First, we find out what the community needs and their problems. This
can be done through surveys, interviews, or discussions with community members. It helps
identify issues like health, education, or job opportunities.
2. Planning: After understanding the needs, we set clear goals for communication. This
involves deciding what messages to share and which audiences to reach. We also choose the
best communication methods, like social media, radio, or community meetings.
3. Message Design: In this step, we create messages that are easy to understand and relate
to. It’s important to use simple language and make sure the messages connect with the culture
and values of the community.
4. Media Selection: We choose the right tools to share the messages. Depending on what
people in the community use, we might select radio, TV, social media, or posters to spread the
word effectively.
5. Implementation: Now it’s time to put the plan into action! We share the messages with the
community through activities like awareness campaigns, workshops, or community events.
6. Feedback and Evaluation: We ask the community for feedback to see how they respond to
the messages. This helps us understand if they found the information helpful and if it changed
their behavior.
7. Adjustment and Follow-up: Based on the feedback, we make any necessary changes to
improve the communication strategy. We continue to check in with the community to ensure
that the positive changes last over time.

Chapter 2
Q1. Economic and Social indicator of development?
An economic indicator is a number that shows the economy's performance. It helps analysts
understand current and future investment opportunities and is important for checking the
economy's overall health.
Investors can look at different data as indicators, but common ones released by the
government and non-profit organizations include the Consumer Price Index (CPI), which tracks
changes in prices and helps us understand inflation.
Social indicators, on the other hand, provide information about people's well-being and
quality of life. Examples include literacy rates, life expectancy, and access to healthcare.
Together, economic and social indicators help us understand both the economy and the
overall living conditions in a society.

GDP
1. Definition: Gross Domestic Product (GDP) is the total value of all goods and services
produced within a country in a specific time, usually a year or a quarter.
2. Components: GDP includes all products made in factories, goods grown on farms, and
services like healthcare, education, and transportation.
3. Measurement: GDP can be measured in three ways – by counting production, income, or
spending in the economy.
4. Indicator of Economic Health: A growing GDP shows a strong, healthy economy, while a
shrinking GDP indicates possible economic trouble.
5. Comparison Tool: GDP is often used to compare the economic performance of different
countries or track growth over time.

GNP
1. Definition: GNP is the total value of all goods and services produced by a country's
residents, no matter where they are made, over a specific time (usually a year).
2. Components: GNP includes:

• Products made by a country's businesses, whether in the country or abroad.

• Services provided by the country's residents.
3. Measurement: GNP can be calculated by adding GDP and the net income from investments
made by residents abroad (income from outside minus income paid to foreigners).
4. Economic Health Indicator: A growing GNP means citizens are earning more, indicating a
strong economy. A shrinking GNP may suggest economic problems.
5. Comparison Tool: GNP is used to compare how well different countries are doing
economically based on their residents' earnings, both at home and abroad.

Human Development Index (HDI)

1. Definition: HDI is a composite index that measures a country’s overall development by
considering three key aspects: health, education, and standard of living.
2. Components:

• Health: Measured by life expectancy at birth, indicating the overall health of the
population.
• Education: Assessed through mean years of schooling for adults and expected years of
schooling for children.
• Standard of Living: Measured by Gross National Income (GNI) per capita, adjusted for
purchasing power.

3. Scale: HDI values range from 0 to 1. A higher value indicates higher levels of human
development, while a lower value suggests lower levels.
4. Purpose: HDI helps to compare the development levels of different countries, providing a
broader view of well-being beyond just economic factors.
5. Usefulness: Policymakers and researchers use HDI to identify areas needing improvement
and to promote policies that enhance people's quality of life.

Happiness Index
1. Definition: The Happiness Index measures how happy and satisfied people are in different
countries, reflecting their overall well-being and quality of life.
2. Components: It typically includes factors such as:

• Income: The economic status and purchasing power of individuals.

• Social Support: The level of support people feel from family, friends, and community.
• Life Expectancy: How long people are expected to live, indicating health and longevity.
• Freedom to Make Life Choices: The ability of individuals to make decisions about their
own lives.
• Perceptions of Corruption: Trust in government and business institutions.

3. Scale: Countries are ranked based on their average happiness scores, usually on a scale
from 0 to 10 or from 0 to 100.
4. Purpose: The Happiness Index aims to highlight the importance of well-being and happiness
in assessing a country’s progress, beyond just economic measures.
5. Usefulness: Governments and organizations use the index to identify areas for
improvement in policies and initiatives that enhance people's happiness and quality of life.

Communication as an Indicator
Definition: Communication is how people share and exchange information in a society. It
shows how developed a community is by reflecting how easily and effectively people can talk
to each other and access information.
Importance: Effective communication facilitates education, economic growth, and social
cohesion, contributing to overall development.
Role of Information and Communication Technology (ICT)
1. Access to Information: ICT provides people with access to a vast amount of information,
empowering them to make informed decisions about their lives.
2. Education and Learning: Online learning platforms and digital resources enhance
educational opportunities, making education more accessible to people in remote areas.
3. Economic Growth: ICT enables businesses to reach a wider audience through e-commerce
and online marketing, boosting economic activity and job creation.
4. Social Connectivity: Social media and communication apps help people connect with family
and friends, fostering social relationships and community engagement.
5. Government Services: E-governance initiatives use ICT to deliver public services more
efficiently, improving transparency and citizen participation.
6. Disaster Management: ICT plays a crucial role in disaster response and management by
facilitating communication and information sharing during emergencies.

Human Rights as an Indicator

Definition: Human rights are basic rights and freedoms that belong to every person, such as
the right to life, freedom of speech, education, and equality. They serve as an important
indicator of a country's development because they reflect how well a society protects and
respects the dignity and worth of its individuals.
Importance of Human Rights as an Indicator
1. Quality of Life: The protection of human rights contributes to a better quality of life for
people, ensuring they can live with dignity and freedom.
2. Social Stability: When human rights are respected, societies tend to be more stable and
peaceful, leading to overall development.
3. Participation and Empowerment: Protecting human rights allows individuals to participate
in decision-making processes and empowers them to advocate for their needs and interests.
4. Economic Development: Countries that uphold human rights often experience better
economic growth, as they attract investment and foster innovation by ensuring a fair and just
environment.
5. Indicators of Progress: Monitoring human rights helps identify areas that need
improvement and guides policies to promote social justice and equality.
 CHAPTER 4
Communication & Social Change:
Gandhian Perspective
The Gandhian approach to development is about swadeshi, which means being self-reliant
and helping local communities.
1. Swadeshi and Self-Reliance:

• Taking Control: Swadeshi encourages communities to take charge of their own lives and
create jobs locally, especially in villages.

• Supporting Local: By building strong local groups, people can depend less on outside
markets and help their economies by buying and selling local products.
2. Two Important Ideas:
Spinning Wheel and Khadi:
▪ Gandhi believed Khadi (homespun cloth) was a symbol of freedom and togetherness.
▪ He wanted people to make things themselves instead of relying on factories.
▪ Gandhi was against the endless desire for more things and the problems caused by big
factories. He thought people should buy less to help local businesses.
Local Self-Governance:

• Gandhi valued personal growth and community support more than just making money.
• He wanted local groups to work together and help each other.
• This way, resources are used better and shared fairly.
• He also liked the Panchayati Raj System, which encourages local leaders and community
involvement.
3. Holistic Development:

• Gandhi wanted a society where people grow socially, economically, and spiritually
together.

• His goal was Sarvodya, which means everyone growing together.

• He believed true progress is about becoming better people and communities, not just
having more things.

Panchayati Raj System

The Panchayati Raj is a three-tier system of local self-governance in rural India, established
to strengthen democracy at the grassroots level and facilitate rural development. It was
formalized in 1992 through the 73rd Amendment of the Indian Constitution.
1. Gram Panchayat (Village Level):

• This is the lowest tier of the Panchayati Raj and serves villages with populations of 300 or
more.
• It is headed by a Sarpanch and members are elected for five years by the Gram Sabha.
• Main functions include:
➢ Ensuring water supply.
➢ Maintaining village roads.
➢ Arranging street lights.
➢ Promoting public health and sanitation.
➢ Supporting agricultural development.

2. Panchayat Samiti (Block Level):

• This is the second tier and covers a group of villages (20-60) with a total population of
35,000 to 100,000.
• The head is called the Pradhan.
• Functions include:
➢ Coordinating activities of Gram Panchayats.
➢ Implementing directives from the state government.
➢ Establishing primary health centers and schools.
➢ Promoting small-scale industries and cooperatives.

3. Zila Parishad (District Level):

• This is the apex tier of the system, overseeing all the Panchayat Samitis in the district.
• Responsibilities include:
➢ Coordinating and supervising local governance activities.
➢ Advising the government on various schemes.
➢ Maintaining primary and secondary schools and hospitals.
➢ Supporting local industries and promoting arts.

Case Studies: Kheda, SITE, Water Harvesting Management, MNREGA, NHRM

KHEDA
The Kheda Satyagraha, led by Mahatma Gandhi in 1918, was an important protest in India’s
fight for freedom. It focused on helping farmers in the Kheda district of Gujarat who were
facing unfair treatment by the British government.
1. Background: In 1918, Kheda faced a severe drought, causing crop failures. Farmers
struggled but were still required to pay high taxes.
2. Gandhi’s Plan: Gandhi and Vallabhbhai Patel supported the farmers by promoting
Satyagraha, urging them to peacefully refuse tax payments.
3. Organizing the Protest: Gandhi called for unity among farmers to resist paying taxes, with
volunteers helping to keep them motivated.
4. British Reaction: The British tried to punish the farmers by taking their land, but the farmers
remained peaceful, leading the government to stop tax collection for the year.
5. Importance: The Kheda Satyagraha demonstrated the effectiveness of non-violent protest,
inspiring many Indians to join the freedom movement and showing that unity could bring
change.

SITE
Satellite Instructional Television Experiment (SITE)
Launched in 1975 with NASA's help, SITE was India's first project to use satellites for
educational TV programs aimed at rural areas. It lasted for one year.
Goals of SITE:
- Educate People: Teach important topics like health, farming, hygiene, and family planning.
- Show Technology's Potential: Demonstrate how satellite technology can enhance
communication and education.
- Teach Useful Skills: Provide knowledge to help improve daily life and jobs.
How SITE Worked:
- Broadcasting: Used NASA’s ATS-6 satellite to send programs to over 2,400 villages across six
states.
- Languages: Programs were broadcast in Kannada, Oriya, Telugu, and Hindi.
- Schedule: 1.5 hours of children’s programs in the morning and 2.5 hours of adult programs
in the evening.
Impact of SITE:
- Increased Knowledge: People learned about health and hygiene.
- Better Language Skills: Children developed better language abilities and curiosity.
- Improved Farming: Farmers gained new techniques to enhance crop production.

MNREGA
The Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA) was started in
India in 2005. Its main goal is to guarantee at least 100 days of work each year for every rural
household willing to do unskilled manual work. This program helps improve living conditions
in villages and reduces poverty.
Key Features:
1. Guaranteed Work: MGNREGA ensures that every rural household can ask for work and get
it within a certain time. This gives families a legal right to work.
2. Job Creation: The act provides at least 100 days of paid work each year, helping families
earn money and improve their lives.
3. Fair Wages: Workers receive at least the minimum wage set by their state government.
Payments are made directly to workers' bank accounts so they get their money on time.
4. Building Useful Projects: The work done under MGNREGA includes digging ponds, building
roads, and improving irrigation. This creates jobs and helps build important facilities in
villages.
5. Support for Women: MGNREGA ensures that at least one-third of the jobs go to women,
helping them gain independence and have a voice in their families.

Challenges in Implementation:
1. Corruption: Sometimes, money meant for MGNREGA is misused, and fake workers are
registered. Better monitoring is needed to prevent this.
2. Delayed Payments: There are cases where workers do not receive their wages on time.
Getting paid on time is important for trust in the program.
3. Lack of Awareness: Many people in villages do not know about their rights under
MGNREGA. Awareness campaigns are needed to inform them about how to apply for work.
4. Quality of Work: Sometimes, the quality of work done under MGNREGA is not good. It's
essential to ensure that the projects meet the needs of the community and are useful.

NHRM
National Rural Health Mission (NRHM)
1. Introduction: Launched in 2005 under the National Health Mission, NRHM aims to provide
comprehensive healthcare services to rural populations, particularly vulnerable groups such
as women and children.
2. Objectives:

• Improve healthcare delivery in rural areas.

• Enhance the quality of healthcare services.
• Increase community participation in health programs.
• Reduce maternal and infant mortality rates.
• Provide accessible and affordable healthcare through a robust healthcare infrastructure.
3. Key Components:

• Strengthening Healthcare Infrastructure: Establishing and upgrading primary healthcare

centers (PHCs), community health centers (CHCs), and district hospitals.
• Human Resource Development: Recruiting and training healthcare professionals,
including doctors, nurses, and community health workers.
• Community Participation: Encouraging local communities to engage in health initiatives
through the formation of Village Health and Sanitation Committees (VHSCs) and other
community-based organizations.
4. Achievements:

• Improved Access: Enhanced access to healthcare services, especially in remote areas,

through the establishment of new health facilities.Health Indicators: Significant reductions
in maternal and infant mortality rates.
• Awareness and Education: Increased awareness regarding health issues, sanitation, and
hygiene among rural populations.
5. Challenges:

• Resource Constraints: Limited funding and resources can hinder the effective
implementation of programs.
• Infrastructure Issues: Insufficient health infrastructure in some regions remains a barrier
to accessing quality healthcare.
• Human Resource Gaps: Shortage of trained healthcare professionals in rural areas affects
service delivery.

Water Harvesting Management

Water harvesting is the process of collecting and storing rainwater for use later. It helps ensure
that there is enough water available, especially in areas that don’t get much rainfall.
Types of Water Harvesting Techniques:

• Rooftop Rainwater Harvesting: This captures rain that falls on roofs and stores it in tanks
for later use.
• Surface Runoff Harvesting: This collects rainwater that flows on the ground and stores it
in ponds or tanks.
• Check Dams: Small barriers built across streams that slow down the water, allowing it to
soak into the ground.
Benefits of Water Harvesting:

• More Water Available: It increases the amount of water for farming and everyday needs.
• Helps Prevent Floods: It controls rainwater flow and reduces flooding risks.
• Supports Nature: It helps refill underground water, which is good for plants and animals.
Challenges

• Cost: Setting up water harvesting systems can be expensive at first.

• Maintenance: These systems need regular care to work well and keep the water clean.

(C) Sustainable Development Goals

1. No Poverty

• Goal: End poverty everywhere.

• Focus: Make sure everyone has enough money to meet their basic needs, like food,
shelter, and education.
2. Zero Hunger

• Goal: End hunger and ensure everyone has enough food.

• Focus: Provide nutritious food for everyone and support farmers in growing food
sustainably.
3. Good Health and Well-Being

• Goal: Make sure everyone is healthy.

• Focus: Improve healthcare, reduce diseases, and ensure access to medicines for all.
4. Quality Education

• Goal: Provide quality education for everyone.

• Focus: Ensure all children can go to school and receive a good education, including
opportunities for adults to learn.
5. Gender Equality

• Goal: Achieve equality for women and girls.

• Focus: End discrimination and violence against women and make sure they have equal
opportunities in society.

6. Clean Water and Sanitation

• Goal: Ensure everyone has access to clean water and proper sanitation.
• Focus: Provide safe drinking water and clean bathrooms to keep people healthy.
7. Affordable and Clean Energy

• Goal: Provide access to clean and affordable energy.

• Focus: Use renewable energy sources, like solar and wind, to provide power without
harming the environment.
8. Decent Work and Economic Growth

• Goal: Create good jobs and promote economic growth.

• Focus: Encourage businesses and support fair work conditions for everyone.
9. Industry, Innovation, and Infrastructure

• Goal: Build strong industries and infrastructure.

• Focus: Invest in things like roads, transportation, and technology to help countries grow
and develop.
10. Reduced Inequality

• Goal: Reduce inequalities in society.

• Focus: Make sure everyone, regardless of their background, has equal opportunities in
life.
14. Life Below Water

• Goal: Protect oceans and marine life.

• Focus: Reduce pollution in oceans and support sustainable fishing practices.
15. Life on Land

• Goal: Protect land ecosystems and biodiversity.

• Focus: Stop deforestation, protect wildlife, and restore damaged ecosystems.
 UNIT-2
CHAPTER 1
Linear Development

• Linear development means countries grow in a straight line from less to more
developed.
• They follow clear steps, with each stage leading to the next.
• This suggests all countries will eventually reach the same level of development.
• Growth is measured by increases in income and industry.
Rostow's Stages of Growth is an economic theory that describes how countries develop over
time through five main stages. It explains the journey from a traditional farming society to a
fully developed economy.
The Five Stages of Growth
1. Traditional Society:

• Most people are farmers, growing food mainly for themselves.

• There’s little technology or modern industry.
• People follow old customs and don’t focus on changing.
2. Preconditions for Take-Off:

• The country starts building roads, schools, and businesses.

• New ideas and small industries begin to develop, showing a desire to grow.
• This stage prepares the country for future growth.
3. Take-Off:

• The economy starts to grow rapidly.

• Industries, especially manufacturing, expand, and many people move to cities for better
jobs.
• Technology improves, leading to real economic growth.
4. Drive to Maturity:

• The economy continues to grow and becomes more diverse with various industries.
• People enjoy better jobs and more products are available.
• The country has a balanced economy and isn’t reliant on just a few industries.
5. Age of High Mass Consumption:

• The country is fully developed, with high incomes and a focus on buying consumer
goods like cars and electronics.
• People live comfortably, with access to services like healthcare, education, and
entertainment.
Transmission Model of Communication
The Transmission Model of Communication, also known as the Linear Model, is a simple way
to understand how messages are sent and received. Developed by Shannon and Weaver in
the 1940s, it describes communication as a one-way process from sender to receiver.
Key Components of the Transmission Model
1. Sender:
- The person or group sending the message.
- They create the message.
2. Message:
- The information or idea the sender wants to share.
- This can include spoken words, written text, images, etc.
3. Encoding:
- The sender turns their thoughts into words or symbols that the receiver can understand.
- For example, speaking or writing down thoughts.
4. Channel:
- The medium through which the message travels, like a phone, TV, or email.
- The choice of channel depends on the message and the sender's goal.
5. Receiver:
- The person or group meant to receive the message.

- They interpret and understand the message.

6. Decoding:
- The receiver interprets the message to grasp its meaning.
- For example, listening to someone speak or reading a text.
7. Noise:
- Any interference that distorts the message.
- Noise can be physical sounds or misunderstandings.
 CHAPTER 2
Non-Linear Development

• Development doesn’t follow a straight path from less developed to more developed.
• Growth is affected by many factors, like history, technology, and international
relationships.
• This non-linear path means countries can have different levels of development at the same
time.
The Three Levels of the World-System
1. Core Countries
Definition: These are wealthy and industrialized nations with a lot of influence in the global
economy.
Characteristics:
- They have high levels of money, resources, and advanced technology.
- They lead in global trade and finance, often exporting valuable goods and services.
- They hold strong political and military power, allowing them to set international rules.
- Examples include the United States, Germany, Japan, and many Western European
countries.
Role in the System:
- Core countries gain from their position by using the resources and labor of poorer countries.
- They maintain their economic stability and growth, often to the disadvantage of less
developed nations.
2. Peripheral Countries
Definition: These are less developed countries that often depend on core countries for
economic help and trade.
Characteristics:
- They have limited industries and mostly export raw materials and farm products.
- High levels of poverty and are vulnerable to changes in global markets.
- Often have weak political structures and unstable governments.
- Examples include countries in Africa, parts of South Asia, and Latin America, like Nigeria,
Haiti, and Bolivia.
Role in the System:
- Peripheral countries are mainly part of the global economy as suppliers of cheap labor and
raw materials.
- They are often exploited by core countries, leading to cycles of dependence and slow
development.
3. Semi-Peripheral Countries
Definition: These are countries that sit between core and peripheral countries, showing traits
of both.
Characteristics:
- They have some industrialization and a mix of high-tech and labor-intensive industries.
- They have moderate political influence and can sometimes shape global policies.
- These countries often grow quickly and have good development potential but still face big
challenges.
Examples: Brazil, India, China, South Africa, and Mexico.
Role in the System:
- Semi-peripheral countries act as a bridge between core and peripheral nations, benefiting
from connections with both.
- They can use their position to gain more influence in the global economy and aim to move
toward core status.

Chapter 3
Changing Paradigms of Development
Our view of progress has changed. It’s not just about making money anymore—it now includes
people’s well-being, fairness, protecting nature, and using technology to improve lives.
1. Focus on Economic Growth
- In the past, development meant making more money and growing the economy.
- People thought that if the economy got bigger, everyone’s lives would get better.
2. Focus on People’s Needs
- Then people realized money alone wasn’t enough. Many still didn’t have good healthcare,
education, or clean water.
- So, development started to include things that directly help people, like schools and
hospitals.
3. Protecting the Environment
- As industries grew, they caused pollution and hurt the planet.
- Sustainable development means growing the economy without harming the environment,
so future generations have a healthy earth.
4. Improving Quality of Life
- This is about more than just money; it focuses on happiness, health, and freedom.
- It means giving everyone a chance to live a good, healthy life and learn and participate in
society.
5. Reducing Inequality
- Inclusive development tries to give everyone a fair chance.
- It includes people often left out, like poor people, women, and minorities, making sure
they have equal chances and resources.
6. Using Technology
- Today, development includes access to technology like the Internet and mobile phones.
- Digital development helps people use technology to improve education, healthcare, and
business, making sure it’s available to everyone.
 UNIT 3
Q1. Role and Performance of Mass Media in Development
1. Mass media shares important information about education, health, and technology,
helping people make better choices and improve their lives.
2. It provides a space for people to talk about social, economic, and political issues, helping
everyone better understand things.
3. Media teaches new ideas and skills through TV programs, online videos, and awareness
campaigns, which helps people grow and learn.
4. It brings people together by showing national events, festivals, and achievements, making
everyone feel proud and connected.
5. Mass media spreads knowledge about laws and government policies, helping people
follow the rules and contribute to a peaceful and stable society.

Role of Media in Development (According to Wilbur Schramm)

Wilbur Schramm says that media plays an important role in development, which can be
divided into three parts:
1. To Inform

• Media shares important issues like corruption (e.g., CWG scam) with people.

• It makes people aware of social, political, and economic problems and pushes the
government to take action.

• By showing issues like poor living conditions or migrant rights, the media helps bring
transparency and responsibility.
2. To Instruct

• Media teaches people through programs like Gyan Vani and Gyan Darshan, helping them
learn new ideas and skills to improve their lives.

• It influences people’s thinking and helps modernize society.

• For example, movies like Padman and Toilet: Ek Prem Katha talk about hygiene and
menstruation, spreading awareness about these topics.
3. To Participate

• Media gives people a platform to share their views and learn about current issues
through debates and discussions.

• It encourages people to participate in development programs and helps make decision-

making more inclusive.
Q2. Development Support Communications: Social Audit, Grass-root Activism,
Whistleblowers
1. Development Support Communication (DSC) uses different ways of communicating to
help development programs reach their goals by involving people.
2. It mainly uses direct communication and activities like street plays, songs, speeches, and
group discussions.
3. Direct communication alone can’t reach everyone, especially in countries with large
populations like India.
4. To reach more people quickly, DSC uses mass media like newspapers, radio, TV, posters,
and mobile phones with the internet.
5. Mass media helps share new ideas, raise awareness, and warn people in emergencies, and
it makes them want to find more information from others.

SOCIAL AUDIT
1. Social Audit is when public agencies share information about how they use money and
resources for development with the public.
2. It helps find the difference between what a program promises and what actually happens.
3. For example, in MGNREGA, a social audit is a must. It includes checking spending records
and making sure the reports are correct, followed by a public meeting where results are
shared.
4. Social audit helps people see how the government uses public money and makes
decisions, building trust.
5. It gives people a chance to speak up, share problems, and get answers.
6. It helps prevent corruption by showing mistakes and dishonest actions.
7. Social audits make sure government promises match real results, leading to better services
for everyone.

GRASS ROOT ACTIVISM

1. Grassroots activism is when people in a community come together to fight for changes in
important issues like fairness, climate change, or income equality.
2. It starts with ordinary people and grows from the local level to make changes in the
community, the country, or even the world.
3. The strength of grassroots activism comes from the shared passion and teamwork of
people who care about a cause.
4. To succeed, grassroots groups raise money, share information, and encourage people to
join them and take action.
5. Activists use different methods like collecting donations, putting up posters, visiting
people door-to-door, sending letters, making phone calls, and getting signatures for
petitions.
6. They also organize big events like rallies and marches to bring attention to their cause and
get more people involved.
7. Social media helps grassroots movements spread their message quickly, with popular
examples being the #MeToo and #BlackLivesMatter movements.

WHISTLEBLOWERS
1. Whistleblowing is when someone reports unfair or wrong actions in an organization to
draw attention to them.
2. A whistleblower can be an employee, a former employee, or even someone outside the
company who has proof of the wrongdoing.
3. Some internal whistleblowers report issues to people within the organization and external
whistleblowers share them with outside parties like the media or government.
4. Laws in many countries, including India, require organizations to have a system for
reporting problems and protecting whistleblowers.
5. For a whistleblowing system to work well, it must be easy to use, fair, and trusted by
employees so that they can report issues without fear.

Q3. Role of NGOs in Development

1. NGOs are groups that work on their own and are not run by the government.
2. They help people and communities without trying to make money.
3. They help during disasters and work to reduce poverty.
4. They support equal rights for all and help people who are treated unfairly.
5. NGOs also protect the environment and work for the well-being of people.
Role of NGOs in Development
1. NGOs (Non-Government Organizations) are groups that help people and work on
important issues like education, health, and protecting the environment.
2. India has about 3.4 million NGOs that help improve the lives of people and reach those
who might not get help from the government.
3. NGOs help during difficult times. For example, during the COVID-19 lockdown, many NGOs
helped migrant workers who were in need.
4. NGOs work to protect people’s rights and focus on important issues like gender equality,
health care, and education.
5. NGOs help local communities by teaching skills to help people start their businesses. This
makes them independent, especially women.
6. NGOs speak out and raise awareness about important issues. They ask for changes in
government rules when needed.
7. NGOs have helped create important laws in India, such as the Right to Education and
Environmental Protection laws.
8. NGOs help change harmful beliefs and teach people better ways to live.
9. NGOs work together with the government to make society better and ensure people get
the help they need.
10. In India, where some people do not have basic things like good schools or healthcare,
NGOs play a big role in helping make life better for everyone.

Q4. Cybermedia and Development: e-governance, digital democracy & e-

chaupal
• Cybermedia is using the internet and digital tools to share information and news.

• It includes websites, social media, blogs, and online news platforms.

• Cyber media helps spread awareness and teach people about important topics.

• It supports causes like health, education, and fairness in society.

• It connects people, encourages teamwork, and helps make positive changes in

communities.

E-GOVERNANCE
1. e-Governance means using technology to make the government work better, faster, and
more open.
2. It includes sharing information and services online between the government, citizens,
businesses, and government workers.
3. Some examples are the Khajane Project in Karnataka, which helps manage government
money, and the Bhoomi Project, which gives farmers access to land records online.
4. The Government e-Marketplace helps the government buy things from businesses online.
5. Projects like MyGov, DigiLocker, and Mobile Seva let people take part in government
activities and use services more easily.
6. The Aadhaar payment system was used during the COVID-19 lockdown to send money
directly to people who needed help.
7. Problems with e-governance include worries about data safety, people not knowing how
to use technology, and not everyone having access to the internet or devices, making it
hard for e-governance to work for everyone in India.

DIGITAL DEMOCRACY
India is the second-largest internet user in the world, and by 2023, 800 million people are
expected to use the internet. Digital democracy means using digital tools for political
communication and decision-making.
1. India has the second-largest number of internet users and will reach 800 million by 2023.
2. Digital democracy uses the internet for people to participate in politics and decision-
making.
3. Technology has made elections more efficient and transparent, like in Hisar, Haryana.
4. The Supreme Court called internet access a basic right in 2020, supporting democracy.
5. e-Democracy lets people join government discussions through sites like Change.org and
MyGov.
6. Challenges include poor infrastructure, high costs, and privacy issues.
7. Fake news and lack of digital skills need to be fixed to build trust in digital democracy.

Challenges:

• Infrastructure Issues: Many areas lack electricity and internet access, slowing progress.
• High Costs: Digital projects are expensive, which is tough for a developing country.
• Privacy and Security: Concerns about data leaks and security affect trust in digital systems.
• Digital Divide: Many people lack the skills to use digital platforms, especially in rural areas.
• Fake News: Misinformation online is a growing problem that needs proper solutions.
E-Choupal Initiative
E-Choupal is a program by ITC Limited that started in June 2000 to help farmers in India.
Farming is difficult in India because there are many middlemen between farmers and buyers,
which makes it hard for farmers to earn good money. E-Choupal was created to give farmers
better information and help them make more money.
Key Features:
• Access to Information: Computers with the internet are placed in villages so farmers can
get the latest news about farming and market prices.
• Helping Farmers: Farmers can get up-to-date information to make better choices about
their crops and sell directly to buyers without middlemen.
• Local Centers: E-Choupals are small centers in villages run by a trained local farmer called
Sanachalak. Each center helps farmers in 1-5 nearby villages.
• Storage Space: A person called Sanyojak takes care of a nearby warehouse where farmers
can store their crops.
Impact:
• Reach: There are 6,100 e-Choupals in 10 states, helping about 4 million farmers.
• Challenges: Problems like no electricity, poor internet, and teaching farmers to use
computers were faced. ITC solved these problems by using solar-powered backups and
mobile centers.
Benefits:

• For Farmers: Farmers have better crop yields, earn more money, and can see fair prices
for their crops.

• For ITC: The company saves money because they don’t need as many middlemen.

• For Rural Areas: Children can use e-Choupals to help with schoolwork, making the
program good for the whole community.
 UNIT 4
Q1. SOCIAL MARKETING AND DEVELOPMENT
Social marketing uses marketing techniques to encourage people to change their behavior for
the better and help their community. It focuses on spreading awareness and improving
society, not selling products.

• It aims to help improve the community and environment.

• It is a long-term approach that focuses on creating positive change.

• Unlike regular marketing, it does not try to sell products but raises awareness.

• Examples include campaigns like Don’t Smoke or Jago Grahak Jago, which promote
healthy habits and teach people their rights.
Product:
1. The product can be something you can touch, like condoms or medical items.
2. It can be services, like free health checkups or advice.
3. It can also be healthy habits or ideas, like eating well or protecting the environment.
Price:
1. The price can be money, like paying for a product or service.
2. It can take time or effort, like going to a class or learning a new skill.
3. It might mean dealing with embarrassment or disapproval from others if the behavior is
not accepted.
Place:
1. Place means making it easy for people to get what they need for the behavior change.
2. This can include giving out products at places like schools or community centers.
3. It can also mean changing service times to fit people’s schedules, like having evening
clinic hours.
Promotion:
1. Promotion means using different ways to spread the message, like announcements or
community events.
2. It can include ads on billboards, flyers, or social media.
3. The goal is to repeat the message in many places to make sure people hear it.
Q2. Corporate Social Responsibility: Case Studies in India
• CSR is when companies help society and care for the environment while doing
business.
• It balances making money, protecting the environment, and helping people.
• Companies aim to improve the lives of workers, families, and communities.
• The Companies Act of 2013 requires some companies to spend 2% of their profit on
CSR.
• CSR includes activities like reducing poverty, improving health, supporting education,
and protecting the environment.

Case studies in India

1. TATA Group
• Helps reduce poverty and supports women and local communities through self-help
groups.
• Provides healthcare, child education, vaccinations, and awareness programs about AIDS.
• Builds schools, hospitals, and sports centers, and works on farming and protecting the
environment.
2. SBI (State Bank of India)
• Runs a SBI Youth For India program where young graduates help with village projects.
• Projects include giving career advice, helping farmers, teaching technology to youth, and
protecting the environment.
• Helps improve the lives of people in villages by supporting education, jobs, and eco-
friendly practices.
3. Havells
• Started a mid-day meal program in Alwar, Rajasthan, to help fight hunger and encourage
kids to go to school.
• Results: More kids are attending school, focusing better, dropping out less, and are
healthier.
• Other work: Built toilets, planted trees, set up skill centers, and helped during floods in
Kerala.
4. Zomato
• In 2019, gave 26 weeks of equal parental leave to both men and women to promote
fairness at work.
 • This step supports equal rights for men and women, which is better than many countries.
• Helps create a fair workplace where parents can care for their children.

Q3. Social Change Campaign in India (Case studies)

1. Social change refers to changes in how people live, the structure of society, and their
interactions.
2. It is reflected in new attitudes, values, ways of living, and relationships among people.
3. People often resist social change because they fear it challenges traditions and values.
4. An example is the opposition to inter-religious and caste marriages, which go against
established norms.
5. Campaigns help overcome these barriers by promoting social or political change
through planned activities over time.

Case studies:-
1. Swachh Bharat Abhiyaan
• Launched by: Prime Minister Narendra Modi on October 2, 2014.
• Goal: To ensure a clean India and make the country free of open defecation (ODF).
• Main activities: Building toilets, eliminating manual scavenging, managing solid
waste, and converting waste into resources.
• Awareness: The government allocated Rs. 1800 crore for public education through
media, community workers, and campaigns.
• Challenges: Despite progress, many toilets remain in poor condition, often lacking
water and electricity, which limits their use.
2. Beti Bachao Beti Padhao (BBBP)
• Launched: January 2015.
• Purpose: Promotes gender equality and education for girls to combat the declining
child sex ratio.
• Key objectives: Prevent gender-biased elimination, ensure the survival and
protection of girls, and support their education and participation.
• Activities: Communication campaigns, local interventions, and monitoring gender
outcomes.
 • Issues: Limited funding and low spending, impacting its success. Only ₹220 crore was
budgeted in 2020, which was inadequate.
3. Condom Bindaas Bol
• Launched: September 2006 by USAID and the Ministry of Health.
• Aim: Raise awareness of reproductive health and family planning, especially in
Northern India, and reduce the stigma around buying condoms.
• Approach: Normalized condom use through TV ads, media stories, contests, and
sensitization for over 40,000 health providers.
• Outcome: Increased condom sales and positive change in attitudes toward their use.
4. Hum Do Humare Do
• Meaning: "One family, two children," promoting family planning and population
control.
• Background: India started family planning measures in 1952.
• Policies: The government limits benefits to employees with two children and offers
incentives for sterilization.
5. Teach India Campaign
• Launched by: The Times of India (TOI) on July 6, 2008.
• Goal: Provide education to underprivileged children and reduce illiteracy.
• Phases:
❖ Phase 1: Citizens volunteered to teach for two hours a week.
❖ Phase 2: Selected top students dedicated two years to teaching.
• Support: Collaborated with NGOs, schools, and corporations. Promoted via various
media.
6. Tata Tea Jaago Re Campaign
• Launched: 2007.
• Purpose: Encourage youth to engage in politics by voting.
• Content: Exposed public ignorance about political candidates through a series of
impactful ads and created a website for voter registration.
• Impact: Successfully inspired young voters to participate in elections.
Q4. Development of a social media marketing campaign
Step 1: Set Your Goal
Decide what you want to achieve. For example, if you’re worried about air pollution, your goal
might be to encourage carpooling or public transport to reduce car use.
Step 2: Know Your Audience
Identify who you want to reach. Think about their age, gender, location, and interests.
Understand what they care about and what might change their behavior.
Step 3: Plan Your Budget and Time
Decide how much money you will spend and how long the campaign will last to meet your
goal.
Step 4: Choose How to Measure Success
Set clear ways to check if your campaign is working. For example, you could track how many
people use carpooling or public transport before and after the campaign.
Step 5: Pick Your Channels
Choose the best ways to reach your audience, like social media, community events, or
partnerships with local groups.
Step 6: Think About Benefits and Problems
Ask yourself why people would want to take part and what could stop them. For example, to
encourage exercise, and share benefits like better health. To help people quit smoking,
address challenges like addiction.
Step 7: Create Your Message
Make your message interesting and easy to understand. Pick the right tone (serious, funny,
emotional) and include a clear action you want people to take.
Step 8: Test and Improve
Show your message to a small group of people similar to your audience. Ask for feedback and
make changes if needed.
Step 9: Collect and Check Data
After launching, gather information to see if your message is working. Use surveys or
interviews to get feedback.
Step 10: Make Changes if Needed
Look at the data and change parts of your campaign if it’s not working. Adjust your message
or strategies based on what you learn.