Syllabus of Unit I: [Introduction to Development Communication]

1. Development Communication: Definition, Meaning and Process

2. Economic and social indicators of development:

a. GDP/GNP

b. Human Development Index

c. Happiness Index

d. Communication as an indicator: Role of ICT

e. Human Rights as an Indicator

3. Approaches to Development Communication: Diffusion of Innovation; Magic Multiplier; Empathy

4. Communication and Social Change:

a. Gandhian Perspective; Panchayati Raj

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

c. Sustainable Development Goals

 Unit 1
Chapter -1
[Introduction to Development Communication]
What is Development?
Asian and African countries under Colonial Rule

Developmental Priorities for Asian African parts for the USA and Western
countries

Developmental programmes to increase the per capita income. Due to

this education, health, sanitation, poverty eradication, and malnutrition
started to appear and hence development was realized.
Development Growth
-
-
-Qualitative and Quantitative
- Interpersonal and Thinking Skills
- Measurable
- - Eg- Weight, Height
Definition
Gunnar Myrdal (1960), treats development as an upward movement of the
whole social system by providing better living conditions, viz. adequate food,
better housing, improved facilities for health, education and training, and the
general improvement of cultural facilities, which are all desirable.

According to Tadaro, “development is both a physical reality and a state of

mind in which society has, through some combination of social, economic,
and institutional processes, secured the means for obtaining a better life.”
” In order to achieve development, all society must have at least the following
three objectives

● To increase the availability and widen the distribution of basic life sustaining
goods such as food, shelter, health, and protection to all members of society
● To raise levels of living, higher incomes, provide more jobs, better education,
and more attention to cultural and humanistic values. These all are required
not only to enhance material wellbeing but to generate greater individual and
national self-esteem.
● To expand the range of economic and social choice to individuals and nations
by freeing them from servitude and dependence, not only in relation to other
people, nations, and states, but to the forces of ignorance and human misery
Some of the important components of development could be

● increase in income and productivity

● increase in social welfare through the provision of better healthcare and
education
● increased access to basic needs, i.e., food, clothing, and shelter
● enhanced choices and opportunities
● increase in income and employment opportunities
● reduction of disparities
● Enhance quality of life of the people by way of increased and improved social
services
● reduction of poverty, malnutrition, and diseases
● increased access to potable drinking water and sanitation
● provision of infrastructure facilities for better living conditions such as road,
electricity, and information gadgets.
MEASUREMENT OF ECONOMIC DEVELOPMENT
Gross National Product/ Gross National Income

Per Capita Income

Incidence of Poverty

Human Welfare Economic Development

Standard of Living

Green Index
The Gross National Income is the total value of all income in an economy, plus the value of
all income received from other countries, minus payments made to other countries.
Produced by Indian Citizen anywhere in the world.

Per Capita Income- Total Income divide by population. How much one person is earning

Poverty Index- As per World Bank and the UNI anyone living under $2.15 per day is
considered below poverty line.The calories norm has been used in India, i.e., a minimum
2400 calories in rural areas, and 2100 calories in urban areas, to determine the poverty line.

Human Welfare Economic Development -Human Development Index records the three
dimensions - (UNDP)-Multidimentional Poverty Index 2022- Health, Education, Standard of
Living.

standard of living- Linked to afford goods, maintaining it

Green Index- World Bank introduced it. Looks at Produced Assets(machine, factory, road),
Natural Assets(Landwater etc),Human Resource(Manpower) Puts a value on these things
Development implies freedom. A person might have potential/capabilities but
the unrelated freedom might stop them like political, economic,
social,transparency, security

Connotation of development
 Development Communication

Change in Society for Development

sharing of Information and experience to accelerate
development

Example- India being a Polio Free Country

Usage of media platforms to address societal issues, foster dialogue and advocate
for Inclusive development

Traditional Media- Folk Media

Community Media- Radio

Mass Media

Includes Information dissemination, behavioural change, social marketimg, social

change, community participation

Eg- Adopting a new technology like Solar Panels, save water etc.
Concept
DevCom that can be used for development

Use of various types of msgs to change the socio-economic condition of

people

Transform behaviour of people

Improves way of living

Definition
Nora Quebral (1975) development Communication

“Development Communication is the art and science of human

communication applied to the speedy transformation of a country and its
people from poverty to a dynamic state of economic growth that makes
possible greater social equality and the larger fulfillment of the human
potential.”
• Development communication is an 'art', as one has to create a strategy, and
program to communicate to his target audience.

• Development communication ' a science', because it follows a process, a system.

Speedy Transformation- Better growth, massive industrialization

• Communication can create a correct and healthy climate for progress by placing
men and matter in there correct perspective.

• Earlier in 1950’s & 1960’s the role of communication was mainly concentrated on the
economic and production subjects.

• But with the changing concept of development under fast changing social and
political conditions, media’s role also expanded and diversified.

• Without the active support of media, it is not possible to run programs.

● Development Communication: use of communication to support social
development or applying systematic processes, strategies and principles
of communication to achieve a positive social change. A tool to use the
dev programs like- beti bachao etc.

● Media Advocacy: Media advocacy is defined as the strategic use of mass

media to advance environmental changes or a public policy initiative.

Media links both region and people and facilitates a process of interaction
which directly affects change and development taking place in a country.
Everett M. Rogers says “Development communication refers to the uses to which communication is
put in order to further development. Such applications are intend to either further development in a
general way, such as by increasing the level of the mass media exposure among a nation’s citizens, in
order to create a favorable climate for development or to support a specific development
programme or project (this type of development communication is often termed as
development-support communication’ DSC)”.

The application of communication for the development will create an environment or climate. This
climate or environment may be of two types: (a) physical climate and (b) psychological climate.
When knowledge about something is propagated or disseminated among a large number of
people, the users find many relevant things around them, say a special kind fertilizer. The
radio programmes could be heard, the TV programmes could be seen or posters could be
seen on the walls on that particular fertilizer. This may be called physical climate.

Now, the disseminated message about the fertilizer works on the psyche of the people.
Information acquired through the various communication media creates a favorable
attitude towards the new fertilizer. In the long run, they might use or adopt it, if possible. -
psychological climate

Thus, with these two types of climates, the use of the new fertilizer might be multiplied
fast pace speed .Thus, economic development, as far as earning from of the agricultural
products is concerned, could be quite encouraging.
· F Rosario Braid :- development communication is an element of management process in the
overall planning and implementation of development programs”. Development communication is
in a broad sense the identification and utilization appropriate expertise in development process
that will assist in increasing participating intended beneficiaries at the grassroots level.”

Development communication is communication with a social conscience. Development

communication is nothing but an element in process of a project. Generally, it is the decision of
the management to utilize communication to disseminate information about their project, if and
when they feel it appropriate. Suppose a contraceptive company would like to market a new
contraceptive for the males. The management might like to use the radio spots, television spots,
hoardings; posters, etc. to inform the target audience about the usefulness and availability of the
new contraceptive. It is really an important segment in the whole scheme of management at the
present time.
 Development communication has two primary roles

a) A transforming role, as it seeks social change in the direction of the higher equal life: The higher quality
of life can be achieved in various ways. Might be by adopting required vaccines for the infants of each family of
the society. Some countries might adopt techniques of producing enough food for the citizen. Some countries
might systematically and scientifically break all the myths surrounding various religious and social customs.
And communication could be a marvelous instrument to achieve these objectives.

For Eg- vaccines can help the kids to be problem free

Producing more food for citizen can help eradicate hunger
Breaking myths- why sati pratha was abolished
Abolition of Barkha/ Triple Talaq/ Mehar/mehr Alimony Muslim Women entitled to seek Alimony, says SC - Civilsdaily

LGBTQ in Cinema
All the three brought a social change and helped in a better life. Transformation happened in these aspects
b) A socializing role, by seeking to maintain some of the established values of the society: In playing
these roles, development communication seeks to create an atmosphere for change as well as providing
innovation through which society may change. Each and every society has some traditional values. These
values give the people of each society an identity sense of belonging. The aspirations of a society
sometimes are embedded in these values. Now, the values, customs and beliefs of other societies might
make inroads into other societies. If the people are not careful, they might be taken off their ground by the
new incoming sets of values. Communication can play a very vital role by making the people aware about
this pitfall. It can also help immensely by drawing the attention of the members of a society to the
richness of their own valued, customs, beliefs and, above all, aspirations.

Examples- Digitalization in Cinema/ Media

Validation due to emergence in media
Article 15 how the dalits are treated.
Treatment of news .
Acceptance from upper caste/ segment of the society. Penetration of various concepts.
Process of Development Communication
Communication and development is like a Cart which required two wheels:-
information and motivation.
● The three essential parameters for development are: political leadership, development
administration and the rural and urban masses. They are the agents of development.
The patterns of interaction and social realities of various agents of development are
dynamics for development.

● The major dynamic factor for development is ‘Development efforts’ put by all the
agents of development. Development efforts comprise development awareness,
motivation for development, and participation in development. There is relationship
between development awareness, discontent, motivation and feedback linkages with
participation, approval and adoption of development projects.
 Unit 1
Chapter -2
[Indicators of Social and Economic Development]
 1. GDP (Gross Domestic Product)

● The (GDP) is one of the primary indicators used to measure the health of a
country's economy. (country's-standard of living).
● It represents the total final output of all goods & services produced over a specific
time
period by the country’s economy.
● within the country’s territory by residents & non-residents regardless of its allocation
between domestic & foreign claims (within the geographic boundaries, regardless of
the producer's nationality. Domestic means that GDP measures production that takes
place within the country's borders.
https://www.youtube.com/watch?v=YO6bMfkiAEw
Economic production and growth, what GDP represents, has a large impact on nearly
everyone within that economy.
When the economy is healthy, you will typically see low unemployment and wage increases
as businesses demand labor to meet the growing economy.
A significant change in GDP, whether up or down, usually has a significant effect on the
stock market.
A bad economy usually means lower profits for companies, which in turn means lower stock
prices.

3.42 lakh crores USD (2022)

 2. Gross national product-(GNP)

For calculating GNP, only the final goods and services are considered. Intermediate goods are avoided as it leads to
double counting but taking into consideration Indian Citizen but anywhere in the world.

To calculate the GNP for a nation, the following factors are considered:

1. Consumption expenditure
2. Investment
3. Government expenditure
4. Net exports (Total exports minus total imports)
5. Net income (Income earned by residents in foreign countries minus income earned by foreigners in the country)

India gnp for 2022 was $3,385.77B, a 12.12% increase from 2021.

https://www.youtube.com/watch?v=fFxNQnuJwRw&t=376s
GNP = Consumption expenditure + Investment + Government expenditure + Net exports + Net income

GNP considers the manufacturing of goods like equipment, machinery, agricultural products, vehicles as well as
some services like consulting, education, and health care.

The cost of providing the services is not calculated separately as it is included in the price of the final products.

GNP per capita is used for the calculation of GNP on a country-to-country comparison, while it becomes problematic
when a citizen holds a dual citizenship. In that case, their income is contributed as GNP for each of the respective
countries, which leads to double counting.
 India’s current GDP (Q3 FY24)

In the last quarter of FY24, India's GDP grew by 8.2 percent, ₹47.24 lakh crore,
according to the data released by the Ministry of Statistics and Programme
Implementation and the National Statistical Office. It was better than NSO's
earlier estimates for real GDP growth for FY24 at 7.3 percent. "Nominal GDP
has witnessed a growth rate of 9.6 percent in FY24 over the growth rate of 14.2
percent in FY23,” the NSO said.
Gross Domestic Product
of India by macro trend
Gross National Product
of India by macro trend
3. The Human Development Index

The Human Development Index (HDI) is a summary measure of average

achievement in key dimensions of human development: a long and healthy life,
being knowledgeable and having a decent standard of living.
Country’s growth can be measured
1. Economy–Economic Growth
2. Education, Quality of Life, Purchasing Power- Economic Development also
known as Human Development
Launched by Pakistani economist Mahbub ul Haq-1990 purpose "to shift the
focus of development, from national income to people centered policies". Three
major area of development relevant for both developing and developed countries.
The HDI combines three dimensions:
● Life Expectancy at birth as an index of population health and longevity.
● Knowledge and education, as measured by the adult literacy rate and the
combined primary, secondary and tertiary gross enrollment ratio
● Standard of Living, as indicated by Gross Domestic Product Per Capita
● The HDI indicates whether people lead a knowledgeable and enjoy a decent
standard of living.
● HDI examines the average conditions of various segments of society.
● People’s participation in their country’s development and their own control
over their lives is measured by HDI.
 Happiness Index (HI)

Out of 143 countries surveyed, India is

ranked 126th, the same as last year, with
its neighbouring countries, China, ranked
60th, Nepal at 93, Pakistan at 108,
Myanmar at 118, Sri Lanka at 128,
Bangladesh at 129th, and Afghanistan at
the bottom of the list.
The World Happiness Report measures happiness in each country using six main indicators: GDP
per capita, life expectancy, social support(having someone to count on), freedom to make life
choices, generosity and perceptions of corruption.

Average Life Evaluation gathered by GallUp poll

Challenges- Pollution, Infrastructure, Socio-Economic Inequality

Raising Awareness on Mental Health

Community Driven initiatives ensures happiness and well being

Challenges for Happiness Index
Addressing Socio-Economic Inequality

Healthcare and Education

Environmental Sustainability’

Strengthen Governance and reducing corruption

What can be done
Investment in Human Development-Education, Healthcare, Social welfare
programs

Social Inclusion- Gender Equality, Empowerment

Sustainable Development

https://indianexpress.com/article/trending/top-10-listing/top-10-happiest-cou
ntries-india-rank-happiness-report9325046-9325046/#:~:text=Finland%20has
%20been%20ranked%20the,and%20healthy%20work%2Dlife%20balance.
 Communication as an Indicator-ICT
Media environments have opened up with widespread urbanization, literacy, liberalization,
modernization in society.

Broadcasting particularly contributes towards the development.

The radio medium has been revolutionized.

Television, particularly via satellite, is becoming increasingly pervasive (spread throughout) ,

even among poor communities.

Print media have mushroomed.

Most people in developing countries now receive information on issues that affect their lives
from multiple sources.

New communication technologies, particularly the internet and mobile telephone, have
transformed comm. patterns
The middle class, urban consumer, these innovations are being increasingly applied
to a developmental context. •
These changes, especially the growth of increasingly active, organized and
networked civil society takes place. •
People in developing countries access information and make their voices heard
regarding issues and decisions that affect their lives.
Comm. have exerted immense influence on social norms and individual behavior. •
Comm. have provided fresh ways for citizens to hold their Govts to account, and
for Govts to provide information that their citizens need.

While many of the effects are more open, democratic & crowded media
environments have been positive. •
But also much wider disparities in access to information and opportunities for
expression

Most current development policy rests on the belief that development

interventions work best when they are rooted in local ownership.

concerns remain - bridging gaps

When people have a voice in changes that affect them, and when citizens can hold
govts and others in power to account.

Communication for development refers to a strategy, process that promotes social

changes through dialogue, knowledge-sharing, and participation, is dependent on
a free flow of communication.
● Proper use of communication can lead to faster and better development.
Behavioral change towards objectives. The change is a result of the message
and the means.
● Direct Communication, theatre, poster is effective in its own sense.
● Broadcast media- power to change human behaviour.
● No language border in ICT.
● In ICT everyone is participatory, social, interactive, performative character.
Everyone is equal in this paradigm.
● ICT and Agriculture- Farmers used to contact with dealers for pesticides and
also trust the govt agency as they are more reliable. Agriculture is profit then
farmers are proactive then they need more information so as to make good
livelihood. E Chaupal- https://www.youtube.com/watch?v=DzZCVqrtXYw
https://www.itcportal.com/businesses/agri-business/e-choupal.aspx
● Health and ICT- Women and Girls needs are higher than its status. Nutritional
Security is better spread and knowledge absorption too. Developed food Habit.
Covid - precautions, expert advice, expert treatment. (in their language)
● Migrant Workers- Proving Identity especially women. ICT helps in labour
rights. Union and organisation tap these information. IVRS(Interactive Voice
Response System)during Pandemic(get info in mother tongue.
○ These migrant workers are employed in informal sector workers( accept
unfair Things)
● https://www.thehindu.com/news/national/tamil-nadu/cm-launches-ivrs-facility-f
or-covid-19/article31303525.ece
● Education and ICT- Digital Divide. Literacy is increased if the digital divide is
crossed. School Closure in Pandemic. Urgency to switch to ICT tools. E readers,
laptops to students, Flip classroom model(online to regional places.
● Gender Equality- Making education accessible to women but can't replace
the actual education structure. Training Programs for women, Enterprise
development, community radio(Kumaon Vani with Lok Chetna manch educated
the women and they questioned women’s right on land and their recognition as
farmers)
https://tigr2ess.globalfood.cam.ac.uk/news/community-radio-effective-way-co
mmunicate-difficult-terrain
●
Human Rights as an indicator
https://www.un.org/en/about-us/universal-declaration-of-human-rights
What are Rights?
Why need Human Rights?
Total 30 articles under Universal Declaration of Human Rights
The declaration covers two broad sets of rights.

One set is known as Civil and Political Rights.

Responsibility of Govt.
The other set of rights is known as Economic, Social and Cultural Rights.

https://www.amnesty.org/en/location/asia-and-the-pacific/south-asia/india/report-india/
Frontline:The Hindu
https://nhrc.nic.in/media/press-release/nhrc-takes-suo-
motu-cognizance-media-reports-unabated-human-rights
-violations
https://www.hrw.org/news/2022/05/03/india-media-freedom-under-threat
• Human rights are the natural rights of all human beings irrespective of their sex.

• Efforts are made all over the world to take adequate measures for the promotion and
protection of human rights.

• It is only through communication that people become aware and educated about their
rights, which they can exercise or have been granted to them.

• The United Nation General Assembly adopted the Universal Declaration of Human
Rights on 10th December 1948, according to which all men and women are entitled to
civil, political, economic, social, cultural rights and freedom for the people of the world.
• The United Nations and other international organizations, several non-governmental
organizations: Amnesty International, NHRC, the People’s Union of Civil Liberties and
the Media have been creating greater awareness.

• https://www.amnesty.org/en/location/asia-and-the-pacific/south-asia/india/report-india/

• The Protection of Human Rights Act of 1993 established the National Human Rights
Commission (NHRC) to protect human rights in India. The NHRC is an independent
legal body that works to protect the rights guaranteed by the Constitution and
international treaties.
Every Development programme should incorporate an aspect on human rights and
development communicators must shoulder the responsibility of educating various target
groups how to respect and exercise human rights and how to work towards conquering them.

Access to all existing media to the masses and sharing information and the facts related to
human rights without any discrimination

The real challenge is to prepare a development communication strategy to highlight human

rights. So far media have not been successful in projecting an impressive and popular image
of human rights issue, which constitutes an integral part of life and activity of the average
citizen.
• The Declaration by United Nations on 4th Dec, 1986 Article 8, Says-The States should
undertake, at the National level, all necessary for the realization of the right to
development and shall ensure, equality of opportunity for all in their access to basic
resources, education, health services, food, housing, employment and the fair
distribution of income. Effective measures should be undertaken to ensure that women
have an active role in the development process.

• The problems in enforcement of human rights also should be communicated to the

masses. Their participation and cooperation should be sought in and controlling these
problems.
The real challenge is to prepare a development communication strategy to highlight
human rights. So far media have not been successful in projecting an impressive and
popular image of human rights issue, which constitutes an integral part of life and
activity of the average citizen.

Right to Sanitation by National Human Rights Commission , Swachh Bharat Abhiyan.

India been declared as ODF.
(https://nhrc.nic.in/sites/default/files/Right%20to%20Santation.pdf )

Ending open defecation is an indicator being used to measure progress towards the
Sustainable Development Goal Number 6
The Human Right principles to guide development programming
identified in this agreement are:

• Universality and inalienability

• Indivisibility

• Interdependence and interrelatedness

• Equality and non-discrimination

• Inclusion and participation

• Accountability
 Unit 1
Chapter -3
[Approaches to Development Communication: Diffusion
of Innovation; Magic Multiplier; Empathy
]
 Diffusion of Innovation- 1962 by Everett M. Rogers
1. Any new change introduced in our lives( contraceptive pills, kitchen appliance, covid
vaccines, Swachh bharat, idea(family planning)
2. Any new behaviour adapting in life or any new innovation round?
3. The theory describes how new ideas, behavior, tech or goods is spread through population
4. Used by advertisers, social sciences, social scientist, developmental programs.
5. The diffusion of innovations theory describes the pattern and speed at which new ideas,
practices, or products spread through a population
6. In marketing, this diffusion of innovations theory is often applied to help understand and
promote the adoption of new products.
7. Diffusion is the process by which an innovation is communicated through certain channels
over time among the participants in a social system.
Rogers studied 508 diffusion studies across various fields like agriculture, education,
medical, sociology etc.

He found that the rate of adoption was S shaped. Agriculture Drone time is 10 years
like S shape.
 5 main elements influence the spread of new idea
1) Innovation (any idea considered new by recipient)

2) Adopters

3) Communication (the individual to another through certain channels).

4) Social system (among members –social structure)

5) Time taken (from the stage of innovation to the stage of adoption).

Innovators- Open to risk, first try new ideas

Early Adopters- interested in trying new technology and establish utility in society

Early Majority- pave the way for the use of innovation within mainstream society
and are a part of general population

Late Majority- who follow the early majority. To use in daily lives, part of general
population

Laggards- lag behind the general population

Example- Nokia Keypad phones to Smartphones.

Classification of adopters
It is based on the rate of adoption and the time lag between initial exposures to final adoption.

Venturesome innovators-eager members of the society to try new ideas and adopt new practices,willing to take risks,belong to
the cosmopolite category

Early adopters-younger, had a higher social status, more favorable financial status, engaged in more specialized operations
and were equipped with greater mental abilities. If the opinion leaders observe that the innovation has been effective for the
innovators, then they will encourage to adopt this group earns respect for its judicious well- informed decision making and
hence this group is where most opinion leaders reside

Early majority-they become the reference groups for the subsequent late adopters, constitute the early majority

Late majority – they become the reference groups for the subsequent late adopters, constitute the late majority. Much of the
social system does not have the inclination or capability to acquire information of the most recent innovations. So they trust
the opinion leaders, since adoption of opinion leader is a good indicator that innovation is going to be adopted by many also
other members will be encouraged to adopt

Laggards – The laggards are very slow in adoption. They are rigid, traditional, isolates in their social system, hard to be
convinced, stick to the old methods and resist change. If they are traditional, they are suspicious of innovations and often
interact with others who also have traditional values.
The innovation must be widely adopted to self-sustain.within the rate of
adoption there is a tipping point at which an innovation reaches critical
masses.

The tipping point occurs when the diffusion threshold of 10-20% adoption is
reached.
 Stages of Adoption
Awareness stage- Knowledge(there is broad exposure to the innovation, but the individual
does not have sufficient information. He is yet to get motivated either to seek further
information or to act upon it or how it functions (knowledge).)

Interest stage- Persuasion through mass media(individual shows interest in the new idea,
makes an effort to seek additional information. However, the person is still undecided about
its application)

Evaluation stage- Samples and try it. (The individual mentally applies the innovation to
one’s own situation, and then decides whether to try it or not. Person engages in activities
that lead to a choice to accept / unaccept the innovation (Decision).
Trial stage- Implementation- individual uses the innovations on a pilot stage
(limited scale) to decide about its utility and relevance to one’s own situation.
Observation was that whether people would not adopt an innovation without trying
(Implementation).
Adoption stage- Confirmation It is the process through which the individual arrives
at the decision to adopt or reject the innovation from the time they first became
aware of it. Individual decides to continue the innovation. Adoption implies
sustained or continuous use (confirmation).
Magic Multiplier- Wilbur Schramm 1964
Multiplier means - a multiplier refers to the phenomenon where a change in one
economic variable results in a more significant change in another related variable.

For eg- Increase in govt. Spending in infrastructure will create more jobs

The initial increase in government spending “multiplies” throughout the economy,

resulting in a larger overall economic impact.
Mass Media is called the magic multiplier as it can multiply the messages and reach
a number of people very fast, its output does have great potential and modernizing
effect. Mass media has a powerful influence on amplifying messages and ideas
across a large audience.

It includes various forms of communication such as television, radio, newspapers,

magazines, and the internet that play a crucial role in shaping public opinion,
disseminating information, and impacting society in numerous ways.

Mass Media is called the magic multiplier as it can multiply the messages and reach
a number of people very fast.

In the 1960s, mass media was seen as a "magic multiplier" for development because
it could spread information quickly and widely.
Amplification of Messages
Mass media has the ability to take a message or idea and broadcast it to a vast audience, reaching people across different
geographical locations and demographics simultaneously.

Influence on Public Opinion

Mass media has the power to shape public opinion by presenting information in a certain way, emphasizing specific
viewpoints, or highlighting particular issues.

Through repeated exposure to certain narratives, people may be influenced to adopt or support certain beliefs, values, or
ideologies.

Agenda-Setting
Mass media plays a role in setting the public agenda by determining which topics and issues receive more attention and
coverage. By selecting what stories to present and how to frame them, media outlets can influence which issues are
perceived as most important by the public.
Socialization and Cultural Transmission
Mass media contributes to the socialization process by exposing individuals to a wide range of cultural norms, values, and
behaviors. It can shape the way people perceive the world and their roles within it.

Spreading Information Rapidly

Mass media enables the rapid dissemination of news and information. This speed is particularly crucial during times of
crisis or emergencies when timely communication can be a matter of life and death.

Entertainment and Escapism

Mass media provides entertainment and a means of escape from daily life. This aspect contributes to its popularity and
the vast audiences it attracts, making it an even more influential platform for transmitting messages.

while mass media can be a powerful tool for development communication and information sharing, it also comes with
ethical responsibilities. Media outlets must maintain accuracy, impartiality, and fairness in their reporting to avoid
misinformation and manipulation of public opinion.
We need magic multiplier for the following reasons:
1. For social change of great magnitude, people must be informed, educated,
motivated and persuaded. Information must flow, not only to them but also
from them, so that their needs can be known and they might participate in
the acts and decisions of the nation-building.
2. As the required amount of information and learning is vast and so as the
targeted population.
3. The available channels of communication like inter-personal,
group-communication, traditional media are incapable to undertake this
task. As this will require a lot of time and resources. For a developing
country, it's difficult to gather a large pool of resources and wait for such a
long period. Mass media with its magical reach can do this job in less time
and resources.
 Analysis of magic multiplier:

1. The audit finds out that the mass media succeeded in reaching a vast majority of
population in less time and resources, but it failed in achieving its basic objectives for
which it became a Magic Multiplier.
2. Mass media as a magic multiplier did a commendable job in spreading awareness but it
could not give expected results in persuading and educating the targeted population.
3. It was found that persuasion, motivation and education for/on something is best achieved
by close interactions which is possible in inter-personal, group-communications etc.
4. A lot of Feedback is required as in this medium, the feedback from the receiver is slow
because of digital divide.
Role of Media in DEV COM
● Circulate knowledge that will inform people of significant events,
opportunities, dangers and changes in their community,country/world
● Provide a forum where issues affecting the national and community life
may be aired.
● Teach those ideas, skills and attitudes that people need to achieve for a
better life
● Create and maintain a base of consensus that is needed for the stability
of the state.
Empathy
● Empathy is an important communication skill that has been shown to affect
both individual knowledge acquisition and interpersonal relationships.
● Example- A person who has experienced the pain of losing a loved one will
empathize more with a friend who lost his father as the same situation had
happened with him.
● Our ability to understand and relate to other people is, in part, a function of
the empathetic process.
● Empathetic understanding is therefore both an important determinant of
how well we communicate with each other as well as a personal
characteristic that facilitates our ability to persuade other people to accept an
idea, feel a particular way, or pursue a certain course of action.
● Suppose, you have a goal of building a decent house so that you can live with
the minimum hassels. You dream about it, you aspire for it. We can say that
you empathize with it
Second World war had ended 1939-1945

Cold War between America and Russia was going on.

How to establish the country as world power and hence gave theories along with
others like Parson, Morton.

Lerner was not a full supporter of Colonialism. He said that they should not feel that
they are slaves. For development modernisation should take place with
implementing western culture.

For this he finds Mass Media as very important.

Divided the society into 3 types

1. Traditional
2. Transitional
3. Modern
● Lerner said that people of any given society must think and aspire for
a better life. If they do so, then they are empathetic about a better life.
● Daniel Lerner (1958) in his book, “Passing of Traditional Society &
modernising Middle east”, saw the problem of 'modernizing' traditional
societies.
● He saw that in order to make the society modern, urbanization will
lead to the spread of literacy in the society.
● Development was increasing productivity and to increase the
productivity, one must aspire that is dependent of the psyche of the
people. (For eg- Dubai then vs Dubai now)
● Daniel Lerner's theory of development is based on the idea that mass
media and urbanization are key factors in the transition of traditional
societies to modern ones
● According to D. Lerner, development failed because peasants were
unable to 'empathise' or imaginatively identify with the new role,
and a changed and better way of life.( tribals in India, India before
1947)
● So they remained fatalistic - unambitious and resistant to change.
● Every change in society must originate and begin in the hearts of the
people.
● If the people would like to change, only then the development
would begin.
● What is required is that some means of providing such people with
clues as to what better things in life might be.
● Lerner saw the media as filling this need of promoting interest
among the people for a better life. Not only that, he saw the media as
machines, inspiring people for better things in life.
● He said 'empathy' endows a person with the capacity to imagine
himself as proprietor of a big grocery store in a city, to wear nice
clothes and live in a nice house, to be interested in "what is going on
in the world" and to "get out of his hole.
● He pointed out to the correlation between economic productivity and the
media provisions in different countries in support of his theory.
● The richest country had the most newspapers, the radios and so on,
and the poorest, the least. (why? USA and North Korea)
● The secular evolution of a participant society appears to involve a regular
sequence of three phases: urbanization, literacy, and media
participation, all of which lead to increased political participation.
● The degree of modernization present in a society can be measured by
indices of these phases. The extent to which these are evolving is
determined by the existence of individuals with high empathy. Such
transitionals are largely defined in terms of what they want to become; their
passage from what they were to what they are to what they are becoming is
the passing of traditional society in the Middle East
https://www.youtube.com/watch?v=eSjSf4b8yd0
First Phase- urbanization that had taken place already lead to literacy and media
growth.
There is a close reciprocal relationship between these, for the literate, develop the
media which in turn spread literacy and literacy performs the key function in the
second phase.
Second Phase- The capacity to read, at first acquired by relatively few people,
equips them to perform the varied tasks required in the modernizing society.
Third Phase- when the elaborate technology of industrial development is fairly
well advanced, a society begin to produce newspapers, radio networks, and
motion pictures on a massive scale.
Hence we see a modern society.
Communication and Social Change:
Gandhian Perspective; Panchayati Raj
Mahatma Gandhi's approach to development focused on building self-sufficient
communities and creating a better life for all. His ideas included:

self-development over material prosperity

development of villages, rural industries and working at the grass roots over
modern machinery, technology and mills

Local resources
Gandhi emphasized using local resources for development. He believed that the
Panchayat Raj system should be organized to identify local resources for development in
agriculture and industry.
Employment

Gandhi believed that rural development should create employment opportunities,

especially for weaker sections of society. The spinning wheel was a means of the
economic upliftment of the poor and the despised on the one hand, while on the other it
afforded considerable appeal on moral and spiritual grounds.

Partnership
The Gandhian model is a partnership model that believes in inclusion and development
with dignity.
Skill development
Gandhi believed in a continuous learning process that includes experimentation and
improvement.
Khadi and Village Industry
Gandhi firmly believed that the essence of swadeshi consisted in producing
enough cloth to wrap each Indian, which would be possible through spinning and
weaving by the masses.
The potential to produce khadi lying at the fingertips of an individual makes him/
her empowered and proud of the identity. For Gandhi, khadi was a means of
uniting the Indians, of acquiring economic freedom and equality.
Economic Progress, Real Progress
He firmly believed that working for economic equality called for abolishing the
conflict between capital and labour. This means bridging the wide gulf between
the rich and the poor, the haves and the have–nots. Removal of untouchability.
Education

basic education was an important means to develop the body and the
mind.Gandhi was convinced that excessive emphasis on English education
would enslave the nation.He was sure that those who have received education
through a foreign tongue could not represent the masses because the people
do not identify themselves with such persons

problems of village sanitation and others would have been resolved long ago
and the village panchayats would have been a living fore suited to the
requirements of self-governance.
Swadeshi

● hinges on the concept of swadeshi or home economy.

● Gandhi believed that communities should be self-reliant, and that rural development
should focus on creating self-sufficient village economies and communities.
self-governance, selfreliance, and self-employment of people, particularly those in
villages.
● Economic and political power in the hands of the village assemblies would significantly
reduce their vulnerability to the outside market forces and enable the villagers
● swadeshi implies the use of only those things that are produced indigenously.
● poverty of the people could be removed if the spirit of swadeshi was followed with rigour
in “economic and industrial life”
●
Panchayati Raj System
https://www.youtube.com/watch?v=aSf9m4lvH_E

https://www.youtube.com/watch?v=AC-p5q60asc

The Panchayati Raj system is a three-tiered system of local self-government in rural India that
focuses on rural development
Gram Panchayat- The central entity of the system, which is the most important source of
local self-government in rural areas.

Panchayat Samiti- Also known as the Intermediate Panchayat, this tier works at the
intermediate block level.

Zila Parishad- Also known as the District Panchayat, this tier works at the ground district
level.
Rural development is one of the main objectives of Panchayati Raj and this has been established in all
states of India except Nagaland, Meghalaya and Mizoram, in all Union Territories except Delhi.

There were a number of committees appointed by the Government of India to study the implementation
of self-government at the rural level and also recommend steps in achieving this goal.The committees
appointed are as follows:

● Balwant Rai Mehta Committee

● Ashok Mehta Committee
● G V K Rao Committee
● L M Singhvi Committee
● https://byjus.com/free-ias-prep/panchayati-raj/
Development: The Panchayati Raj system helps develop villages in areas such as health,
education, agriculture, and women's participation in local government.
Justice: The Panchayati Raj system provides justice to the people of the village.
Equality: The Panchayati Raj system promotes equality among the people of the village.
Harmony: The Panchayati Raj system promotes harmony within the village community.
Awareness: The Panchayati Raj system promotes awareness of social issues such as
health, hygiene, and fundamental rights.
Implementation of schemes: The Panchayati Raj system implements Central and State
Government Schemes.
Tax collection: The Panchayati Raj system collects taxes from the produce of the village.
Distribution of land: The Panchayati Raj system distributes land.
Payment of government's share: The Panchayati Raj system pays the government's
share on behalf of the village
 Case Studies:
● Kheda
● SITE
● Water Harvesting Management
● MNREGA
● NHRM
 KHEDA
● The Kheda Communications Project or KCP is a field laboratory that aimed at the development
and local communication in Kheda district of Gujarat.This project began in 1975 and continued till
1990.
● The Kheda Project was instrumental in decentralizing television broadcasting in India.
● Kheda Communication Project received the prominent UNESCO Prize in 1984 for rural
communication efficiency.
● Television was introduced in India for the first time on September 15, 1959, in Delhi, a little over two
decades after the first television service of the world was started by British Broadcasting Corporation
(BBC) in 1936
● With help from UNESCO, programmes about topics such as citizens’ rights, civic duty, traffic sense
and community health were broadcast twice a week for an hour a day.
● Two years later, these broadcasts were expanded to include educational programmes for school
children.
● In 1972, India’s second television station was opened in Bombay, followed by stations in Amritsar
and Srinagar (in 1973) and Madras, Calcutta and Lucknow (in 1975). Nevertheless, television still
remained a distant dream for the greater part of rural India.
● Vikram Sarabhai had been appointed the Chairman of Atomic Energy
Commission in May 1966.
● as Chairman of AEC, Sarabhai started a dialogue with NASA that formed the
base for Satellite Instructional Television Experiment (SITE).
● Launched in 1975, SITE marked the first major India-US partnership in space.
It was also this nation’s first attempt to use technology for education.
● The core idea behind this experimental project was to use NASA,s first direct
broadcasting satellite to beam television programmes to remote Indian
villages. While the satellite would be foreign, the hardware (like the
direct-reception equipment, the TV sets and the earth stations for uplinking
programmes to the satellite) would be designed and made in India.
● It was with this concept in mind that the Kheda Communications Project was
set up under SITE as a pilot project that would be replicated in rural India. The
village selected for India’s first local rural television telecast was the obscure
hamlet of Pij in Kheda district of Gujarat.
● A low-powered transmitter gifted by United Nations Development
Programme (UNDP) and a local production studio was set up at Pij while a
satellite earth station was set up at Ahmedabad’s Space Applications Center
(SAC). Next, 651 televisions sets were distributed among the residents of
400 villages in a 35 km radius.
● The much-awaited moment finally arrived on a sultry evening in July 1975.
● audio-visual of people discussing issues in the local language.The
Development and Education Communication Unit produced the
development and educational programmes that involved the local audience.
● The television sets were owned by the community and maintained by the
state government. Around 650 community television sets were provided to
400 villages and also installed in public places like schools, where village
audiences gathered in the evenings to view the broadcasts.
● The Kheda Communications Project did not end with this historical

transmission. It continued to experiment with the process, style and

content of the audiovisual communication to create a model that would

be effective in taking development programmes to rural India.

● The ISRO campus in Ahmedabad hosted a motivated band of people,

young and old, which included scientists, engineers, folk culture

experts and filmmakers. Such an eclectic environment had never been

seen before in space organisations anywhere in the world!

● Producers (both independent as well as those under SAC patronage) drove into the

villages of Kheda to shoot programmes that would use local artists, realistically

portray local issues of social importance and suggest local solutions. This connect

with the audience was what made this project so unique as well as highly effective.

Dooradarshan and the Space Application Centre produced programmes for over an

hour every day. Villagers were involved as actors, writers, and visualisers in the

production of television programs dealing with such local issues as exploitation,

caste discrimination, alcoholism, minimum wages, co-operatives, local and national

elections.

● It promoted rural development and social change at the local level. Audience
participation was vastly encouraged at all levels.
● Television serials, folk drama, puppet shows, and other popular local formats were
used to continue issues such as family planning, gender equality, and village
sanitation.
● Chatter Mota (Wise Elder) on dowry and widow remarriage and Nari Tu Narayani
(Woman You Are Powerful) were two popular entertainment-education serials
produced by Kheda Communication Project.
● In the weekend series for women, the most successful were Dadi ma Ni haton
(wise women’s talks), Hun Ne Mara Ae (I and my husband) and Jagi Ni Jus to
(When I wake up and see).
● For example, weekly features such as Daad Fariyad chose a specific problem and

discussed it in detail with both affected villagers as well as government officials

before providing an implementable solution. Another sensitive serial, Hawe Na

Saheva Paap created awareness about the exploitation of Harijans by upper caste

farmers.
 The focus of Kheda Communication Project was:

● Exposing the oppression and bondages in the present social and economic system in such
a way as to heighten understanding.

● Mobilizing the community and the individual himself to break away from these bondages.

● Promoting self-reliance among the individuals and the community.

The project commenced its operation in 1975 and closed in 1990.

Summary
● Kheda-small district in central Gujarat-more than 1000 villages.
● Kheda Communication Project-instructional television project.
● PURPOSE: empowering the rural community-Social evils.
● DURATION: 1975-1990
● It is considered as milestone in the history of Indian television.
● The Development and Education Communication Unit managed this project and
produced the development and educational programmes that involved the local
audience.
● This project was the test for the production of research based on participatory
development programmes.
SITE
● The journey of television in India took a new turn with the launch of the Satellite
Instructional Television Experiment in 1975-76.
● SITE was designed jointly by NASA and the Indian Space Research Organization
(ISRO).
● It was a one year pilot-project using the National Aeronautics and Space
Administration’s ATS-6 satellite to broadcast educational messages through satellite to
2330 villages in the six states of Andhra Pradesh, Karnataka, Bihar, Orissa, Rajasthan
and Madhya Pradesh.
● Its objectives were to improve rural primary education, provide teacher training,
improve agriculture, health and hygiene, and nutritional practices and contribute to
family planning and national integration and educate financially backward and
academically illiterate people and provide them technological experience
● The programmes under the SITE were classified into two broad categories i.e. (a)
educational television (ETV) which was meant for the school children in the age group
of 5-12 years and (b) instructional television (ITV) for adult audience, primarily
designed for neoliterates and illiterates.
● ETV programme was focused to make education more interesting, creative, purposive
and stimulating and also to create an awareness in the changing society.
● The telecasts for adult viewers were to cover incidents of national importance,
improved practices in agriculture, health, hygiene, family planning, nutrition, etc. and
some recreation programmes.
● The programmes were telecasted for a duration of four hours each day in two
transmissions. The programmes were produced after categorising the target audience
into four linguistic groups viz Hindi, Oriya, Telugu and Kannada
The main objectives of the project were to study

● The process of existing rural communication

● The role of TV as a new medium of education
● The process of change brought about the community tv in the structure
● Demonstrate the potential value of satellite technology in the rapid development of
effective mass communications in developing countries;

The experiment became a great success. Villagers received the project whole heartedly. For the
entire year people gathered around television sets and watched programmes eagerly. The project
concluded in July 31, 1976 remaining sweet memoirs of television realities.
Water Harvesting Management
https://www.youtube.com/watch?v=9fe3HDg2Guc

https://www.youtube.com/watch?v=UTGgDAgiI2k

Watershed- A watershed is thus a logical unit for planning optimal development

of its soil, water and biomass resources.
Rainwater harvesting forms the major component of water management. The
rainwater collected can be recharged into the ground. Roof top water harvesting,
diversion of perennial springs and streams into storage structure, farm ponds etc
are the methods widely used for rainwater harvesting.
People’s participation and collective action are critical ingredients for watershed management.
Sustainability, equity and participation are the three basic elements of participatory watershed
management.

Participatory watershed management attempts at ensuring sustainability of the ecological

economic and social exchanges taking place in Amachal Model watershed Project conceived and
initiated under Western Ghat Development Programme is providing many interesting lessons
for watershed management practitioners in the State.

Amachal was expected to develop a scientific model for integrated development of a mini
watershed with active involvement of people Panchayats Raj Institutions and Development
Departments

The Amachal Model Watershed Development Programme is a watershed development project in

the Neyyar river basin of Thiruvananthapuram district, Kerala. A socio-economic survey of the
project was conducted in 2003.

The watershed community of Amachal has successfully completed the first phase of
participatory watershed management. The entire community is literate in watershed concepts.
 Community-based water harvesting by Rajendra Singh in Rajasthan
• Rajendra Singh (born 6 August 1959) is a well known water conservationist from Alwar,
Rajasthan in India.
• He won the Ramon Magsaysay Award for community leadership in 2001 for his pioneering
work in water management. He is the founder of an NGO called Tarun Bharat Sangh.
• The NGO has been instrumental in fighting the slow bureaucracy and has helped villagers
take charge of water management in their area, through the use of check dams and other
time-tested as well as path-breaking techniques. This NGO played a vital role in reviving
Arvari River
• Guided by Gandhi’s teachings of local autonomy and self-reliance, Singh has introduced.
Gram Sabhas, Mahila Banks, River Parliament ,an awareness campaign for Gram
Swawlamban, soil conservation, improved seeds, collection of herbal medicine and
shramdan were the activities undertaken.
• Shri Rajendra Singh at Gopalpura village played a catalyzing role in building of 8600
johads (water harvesting structures) in 1058 villages spread over 6500 sq.km. for
conservation. https://www.youtube.com/watch?v=ey7XGdPC2nw
 MNREGA
● MAHATMA GANDHI NATIONAL RURAL EMPLOYMENT GUARANTEE SCHEME
● Ministry of Rural Development
● https://www.youtube.com/watch?v=LH66zPfo408
● https://nrega.nic.in/MGNREGA_new/Nrega_home.aspx#
● The vision of Mahatma Gandhi NREGA is to enhance the livelihood security of rural households across

the country by providing at least 100 days of guaranteed wage employment in a financial year to every
rural household whose adult members volunteer to do unskilled manual work.
● Mahatma Gandhi NREGA recognizes the importance of strengthening the livelihood resource base of the
poor by reaching the most vulnerable sections of rural areas, including Scheduled Castes, Scheduled
Tribes, women-headed households, and other marginalized groups
Unemployment allowance is provided from the 16th day, if the person is
unemployed for the first 15 days.

One- fourth wage rate is provided for next 15 days and half amount after 30 days.

It is being implemented by Panchayati Raj Institutions which are further

monitored by State & centre.

It also mandates for 33% participation of women.

Gram Panchayat to be responsible for identification of the projects as per the

recommendation of the gram sabha and for executing and supervising such work.

MNREGA promotes a bottom-up approach to planning and execution,

empowering local communities to take charge of their development.
Poverty Alleviation Programmes
Swarnjayanti Shahri Rojgar Yojana

Integrated Rural Development Programme (IRDP)

Bharat Nirman

Jawaharlal Nehru National Urban Renewal Mission (JNNURM)

Valmiki Ambedkar Aawas Yojana (VAMBAY)

Employment Guarantee Scheme

NHRM
Health programmes are primarily the responsibility of the state government, but the
Union government provides the finance for improvements in public health services.

National Health Mission

Rural health Mission

Urban Health Mission

Launched on 12th April 2005, to provide accessible, affordable and quality health
care to the rural population, especially the vulnerable groups

India's first 'National Health Policy' was formulated in 1983 and second in 2003

https://www.youtube.com/watch?v=b5urTk3faU8
The RHM was launched in 2005 and was tasked with addressing the health
needs of 18 states that had been identified as having weak public health
indicators. With the launch of National Urban Health Mission (NUHM) in 2013
RHM got merged into the National Health Mission (NHM). The duration of the
NHM was extended till March 2020

(NRHM) has provided health care contractors to underserved areas, and has
been involved in training to expand the skill set of doctors at strategically
located facilities identified by the state governments.
● Increase in Funding for Healthcare:Village Health Sanitation and Nutrition
Committees
● Accredited Social Health Activists-establishing a link between the community
and the health system.volunteers take care of demands of deprived sections of
the population, especially women and children, who find it difficult to access
health services in rural areas
● Janani Shishu Suraksha Karyakram-entitles all pregnant women delivering in
public health institutions to absolutely free delivery services.
● Janani Suraksha Yojna-to reduce maternal and neonatal mortality by promoting
institutional delivery among poor pregnant women.
● Health Care Contractors:co-location of AYUSH services in Primary Health
Center PHCs,Community Health Center CHCs and District Hospitals.
● Free Drugs-to ensure provision of quality free essential drugs.
● Free Diagnostic Services- essential diagnostics free of cost in public health
facilities. Five states, namely, Andhra Pradesh, Karnataka, Maharashtra, J & K
and Tripura, have already adopted the model as per the national guidelines.
● National Ambulance Services-National Mobile Medical Unit: Objective of MMU is
to take health care to the door step of the people in the rural areas
● Rashtriya Bal Swasthya Karyakram-entails provision for child health screening
and early intervention services through early detection and management of 4
Ds, that is, defects at birth, diseases, deficiencies, development delays including
disability and free management of 30 identified health conditions,0-18 years of
age to be covered
● District Hospital as Knowledge Centre for Clinical Care & Training-are being
strengthened to provide multi-specialty health care, including dialysis care,
intensive cardiac care, cancer treatment, mental illness, emergency medical and
trauma care, etc. These hospitals would provide knowledge, support for clinical
facilities
Sustainable Development Goals
On 25th September 2015, 193 countries adopted a set of goals to end poverty,
protect the planet, and assure success for everyone as part of a new sustainable
development agenda.
Each goal has specific targets to be attained up to the next 15 years. This Plan has a
programme for people, planet and prosperity.
programme for people, planet and prosperity.
It is for strengthening universal peace for freedom. •
Eliminating poverty in all its forms, is the greatest universal challenge. •
Special effort is required to achieve sustainable development. •
All contributing countries acts in a collective partnership, for implementation. •
This plan is committed to reduce poverty and want and to secure our planet for
saving human race.
This new universal Agenda contains 17 Sustainable Development Goals and 169 targets.
To support this effort, UNDP and the SDG Project have designed a comprehensive set of services to
support SDG-based national development strategies.
SDG seek to realize the human rights for all, to achieve gender equality and empowerment of all
women and girls.
SDG are integrated and indivisible and balance the three dimensions of sustainable development:
economic, social and environment.
The Goals and targets will stimulate action over the next 15 years in areas of critical importance for
humanity and the planet.
Countries are determined to end poverty and hunger of people, improving health and education,
making cities more sustainable, oppose vigorously-- climate change, and protecting oceans and
forests
https://sdgs.un.org/goals#implementation

https://youtu.be/0XTBYMfZyrM

https://youtu.be/0XTBYfZyrhttps://youtu.be/0XTBYMfZy
THANK YOU