Hanoi University International Studies

Development
Communication

Lecture Leson Lecturer: Ms Thuy Linh Nguyen

Hanoi University International Studies

Content
What Communication?

Main roles of Development Communication

Key issues about Development Communication

Scopes and uses of Development Communication

May 2023
Framework of Development Communication
 1. What communication?

Interpersonal communication Organizational communication

Mass communications Intercultural communication

Health communication Applied communication

Political communications Speech communication

Internaltional communication Communication education

 COMMUNICATION COMMUNICATIONS

As a mass noun, Communication is Treated as a singular,

the exchange of information. Communications is the distribution
It does not describe a single Differences of the messages. It is a technical
product, but a process and its between 2 term that defines the act of mass
related methods, techniques, and terms communications.
media.

Examples: development Examples: telephone, radio, TV and

communication, intercultural the internet, websites.
communication, political
communication
1.1. Different Types of Communication

Type Purpose/ Definition Main Functions

Corporate Communication

Internal Communication
1.1. Different Types of Communication

Type Purpose/ Definition Main Functions

Advocacy Communication

Development
Communication
1.1. Different Types of Communication

Type Purpose/ Definition Main Functions

Corporate Communication Communicate the mission and Use media outputs and products to
activities of the organization, promote the mission and values of
mostly for external audiences. the institution; inform selected
audiences about relevant activities.

Internal Communication Facilitate the flow of information Ensure timely and effective sharing
within an institution/project. of relevant information within the
Sometimes this area can be staff and institution units. It
included in corporate enhances synergies and avoids
communication. duplication.
1.1. Different Types of Communication

Type Purpose/ Definition Main Functions

Advocacy Communication Influence change at the public or Raise awareness on hot

policy level and promote issues; use development issues; use
issues related to development. communication methods and media
to influence specific audiences and
support the intended change.

Development Support sustainable change in Establish conducive environments

Communication development operations by for assessing risks and
engaging key stakeholders. opportunities; disseminate
information; induce behavior and
social change.
 1.1. Different types of Communication

Channels
Leadership communication
Social Media/ Website
Peer-to-peer communication
Brochures
CC Newsletters IC Change management
communication
New releases
Culture communication

Narrow concept: through

A policy brief—a short
the use of mass media
document
AC Social media
DC Broader concept: through
the use of all forms of
Shared to-do lists
communication
1.1. Different Types of Communication

Even though the four basic types of communication are highly complementary, they
differ in scope and function, and each can play a crucial role, depending on the
situation.

Although some functions may overlap to a degree, the different types of

communication and the way they are used require different bodies of knowledge and
applicative tools as well as its own specific set of competencies.

Each of the types can involve one communication approach or a combination of

approaches (for example, marketing, capacity building, information dissemination,
community mobilization, and so on).
Development Communication

Communication involves an exchange of information, ideas, feeling. It is a

social process in which individuals employ symbols to establish and interpret
meaning in their environment.

Development is all about transformation from a state to another that is

better. It is human centered and ensures that human basic needs are met. It
affects the economic, social and mental improvement of human condition.

Development communication is an approach to communication which provides

communities with information they can use to bettering their lives, which aims
at making public programmes and policies real and sustainable.
1.2 A Brief History of Development Communication
The Dominant Paradigm: Modernization

The old paradigm, rooted Solved development Mass media were at the
in the concept of problems by center of communication
development as “modernizing” initiatives that relied
modernization, dates underdeveloped countries heavily on the traditional
back to soon after World —advising them how to be vertical one-way model:
War II and has been effective in following in Sender-Message-
called the dominant the footsteps of richer, Channel-Receiver (SMCR).
paradigm because of its more developed countries.
pervasive impact on most
aspects of development.
1.2 A Brief History of Development Communication
The Opposing Paradigm: Dependency

Strong opposition to the The basic concept of Although the dependency

modernization paradigm communication remained theory had gained a
led to the emergence of rooted in the linear, one- significant impact in the
an alternative theoretical way model, even though 1970s, in the 1980s it
model rooted in a dependency theorists started to lose relevance
political-economic emphasized the gradually with the failure
perspective: the importance of the link of the alternative
dependency theory. between communication economic models
and culture. proposed by its
proponents.
1.2 A Brief History of Development Communication
The Emerging Paradigm: Participation

Compared to the last 2 Sustainability and Development

paradigm, this people’s participation communication has
participatory model is became key elements of increasingly moved
less oriented to the this new vision. toward a horizontal “two-
political-economic way” model, which favors
dimension and more people’s active and direct
rooted in the cultural interaction through
realities of development consultation and dialog
to ensure meaningful over the traditional one-
results in the long run. way through mass media.
Vertical Communication

Horizontal Communication
2. Ten Key Issues about (Development) Communication

1) “Communications” and “communication” are not the same thing.

The plural form refers mainly to activities and products of communication.
The singular form, on the other hand, usually refers to the process of communication,
emphasizing its dialogical and analytical functions.

2) There is a sharp difference between everyday communication and professional

communication.
A person who communicates well is not necessarily a person who can make effective and
professional use of communication.
A professional (development) communication specialist understands relevant theories
and practices and is capable of designing effective strategies that draw from the full
range of communication approaches and methods to achieve intended objectives.
2. Ten Key Issues about (Development) Communication

3) There is a significant difference between development communication and other types of

communication.
Over four main types of communication, each has a different scope and requires specific
knowledge and skills to be performed effectively.
Expertise in one area of communication is not sufficient to ensure results if applied in
another area.

4) The main scope and functions of development communication are not exclusively about
communicating information and messages, but they also involve engaging stakeholders
and assessing the situation.
Communication is not only about “selling ideas.”
Currently, the scope of development communication has broadened to include an
analytical and dialogical aspects—intended to open public spaces where perceptions,
opinions, and knowledge of relevant stakeholders can be aired and assessed.
2. Ten Key Issues about (Development) Communication

5) Development communication initiatives can never be successful unless proper

communication research is conducted before deciding on the strategy.
A communication professional should not design a communication campaign or strategy
without having all the relevant data to inform his or her decision.
Assumptions based on the experts’ knowledge should always be triangulated with other
sources to ensure their overall validity.

6) To be effective in their work, development communication specialists need to have a

specific and in-depth knowledge of the theory and practical applications of the discipline.
Development communication specialists should be educated in the basic principles and
practices of other interrelated disciplines as well as have the right attitude toward
people, being empathic and willing to listen.
Most of all, they need to be consistently issue-focused, rather than institution-focused.
2. Ten Key Issues about (Development) Communication
7) Development communication support can only be as effective as the project itself.
Sometimes communication experts are called in and asked to provide solutions to
problems that were not clearly investigated and defined, or to support objectives that are
disconnected from the political and social reality on the ground.
The ideal solution is to carry out field research or a communication-based assessment to
probe key issues, constraints, and feasible options

8) Development communication is not exclusively about behavior change.

The reality of development, though, is complex and often requires broader changes than
specific individual behaviors.
The applications of development communication extend to other things such as probing
socioeconomic and political factors, identifying priorities, assessing risks and
opportunities, empowering people, strengthening institutions, and promoting social
change within complex cultural and political environments.
2. Ten Key Issues about (Development) Communication

9) Media and information technologies are not the backbone of development

communication.
As a matter of fact, the value-added of development communication occurs before media
and information and communication technologies are even considered.
Even though media and information technologies are part of development
communication, their application, however, comes at a later stage, and their impact is
greatly affected by the communication work done in the research phase.

10) Participatory approaches and participatory communication approaches are not the
same thing and should not be used interchangeably, but they can be used together, as their
functions are often complementary, especially during the research phase.
3. Understanding the Scope and Uses of Development
Communication

should be familiar not only with

communication do’s and don’ts

should have broad analytical skills

A communication should able to use communication

specialist methods to assess the cultural, political,
and social context
3.1. Monologic Mode: One-Way Communication for Behavior
Change

The monologic mode is based on the one-way flow of information for the purpose of
disseminating information and messages to induce change, emerged from the
modernization paradigm.

It aims to persuade people into changing their behaviors by adopting the information that
they receive from the sender.

Its main intentions can be divided into two different types of applications: communication to
inform and communication to persuade.
 "Communication to inform” typically involves a linear transmission of information,
usually from a sender to many receivers to raise awareness or providing knowledge on
certain issues is considered enough to achieve the intended goal.

Examples: Billboards give us many information on certain issues.

 The dissemination of information is only a temporary stage to be reached in a
longer process aimed at achieving behavior changes. This modality can be labeled
“communication to persuade.”

Active Learning 1

Watch these videos about Covid19 Vaccination advertisements to get an idea about how
communication can be used to persuade.

Do your research, get another 3 examples of "Communication to persuade" in other fields,

besides the Health Department.
Vietnam's Corona COVID Vaccination
Virus song ads around the world
3.2. Dialogic Mode: Two-Way Communication for
Engagement and Discovery
The dialogic mode is associated with the emerging participatory paradigm. It is based on
the horizontal, two-way model of communication, creating a constructive environment
where stakeholders can participate in the definition of problems and solutions.

The main purposes of this model can be divided into two broad types of applications:
communication to assess and communication to empower.

Both of these types of applications take a radical turn away from the common conception
of communication, since they do not involve any dissemination of information or
messages.
 "Communication to assess” is used as a research or analytical tool to investigate or
explore both opportunities and risks of any technical or political issue.
The power of dialogic communication is applied to engage stakeholders in explor­-
ing, uncovering, and assessing key issues, opportunities, and risks of both a techni­-
cal and political nature.

Examples: Base line survey helps to

research or assess the situation right
before a project kicks off before any
type of intervention can affect it.
It also helps to capture the right
information by determining the priority
areas of projects with multiple
objectives.
Dialogic communication is empower and effective as a problem-solving tool, also
builds confidence, prevent conflicts, and addresses the issue of poverty by
engaging the poorest and most marginal sectors in the process concerning issues of
relevance to them.

The overall goal of the dialogic mode is to ensure mutual understanding and to
make the best use of all possible knowledge in assessing the situation, building
con­sensus, and looking for appropriate solutions. By facilitating dialog with key
stake­holders, this type of communication enhances the analysis and minimizes
risks.

Examples: workshops, trainings, seminars, school campaigns

 Active Learning 2

Communication Communication Communication Communication

Compare and contrast
to inform to persuade to assess to empower

Main purpose To raise awareness or

increase knowledge of
key audiences

Model of reference One-way model

Preferred methods and Predominant use of mass

media media
Active Learning 2

Communication Communication Communication Communication

to inform to persuade to assess to empower

Main purpose To raise To change To assess, probe, To involve

awareness or attitudes and and analyze the stakeholders in
increase behaviors of key situation decisions over key
knowledge of key audiences issues
audiences

Model of reference One-way model One-way model Two-way model Two-way model
(monologic) (monologic) (dialogic) (dialogic)

Preferred methods and Predominant use Predominant use Eide range of Use of dialog to
media of mass media of media methods to promote
investigate issues participation
3.3. Misconceptions about Development Communication
While many managers and decision-makers are fully aware of the importance of communication in
development programs, most of them use it in a broad and confused way.

1) Managers and 2) The failure in 3) When engaged in a 4) Another

decision makers tend to distinguishing discussion, the goal is misconception refers to
seek communication development usually to prove the the argument that
interventions only communication from superiority of one’s anyone who
halfway through the other areas of point of view, and at “communicates” well
project cycle, rather communication can the end, winners and can be considered a
than as part of the lead to misconceptions losers emerge. communication
project’s initial and wrong specialist, without
conception when it is expectations. specific studies or in-
more strategic and cost- depth expertise on the
effective. subject.
3.3. Misconceptions about Development Communication

Therefore, it should be noted that:

1) When discussing 2) The concept of 3) In a genuine dialog, 4) To be applied

persuasion, there is also “dialog,” when used in nobody is trying to effectively, especially in
a wider conception, the context of win. When all parties the complex
where persuasion is development involved feel that their development context,
used in two-way communication, is about contribution is part of communication
communication among the professional the solution, it is more strategies and
two or more parties who facilitation of dialogic likely that everyone will approaches require a
are exchanging opinions methods among put forth their best specialist’s in-depth
and knowledge in order stakeholders to explore effort to support the knowledge, at both
to uncover and agree on and identify priorities initiative. the theoretical and
the best option. and best alternatives applicative levels.
leading to change.
4. The Operational Framework of the Development Communication
Division

In 1998 the World Bank established the Development Communication Division, or

DevComm in order to differentiate the role of development communication from the
other types of Bank communication.
DevComm’s mission is to incorporate communication into World Bank operations in order
to improve development results, helping to achieve set objectives and strengthen long-
term sustainability.
The main scope of development communication does not simply support operation, but is
engaged in operations (dealing with operational issues of projects and programs beyond
aspects regarding communicating information). Using its full range of resources,
development communication supports operations not only through dissemination and
outreach activities, but also by exploring and analyzing project issues on the ground.
The bulk of DevComm
services are in operations,
and they cover a wide
range of communication
applications, and the use
of two-way-based
approaches to facilitate
social change.
DevComm Methodological Framework
4.1. Communication-Based Assessment

Communication-based assessment is a flexible and relatively rapid way to conduct an initial

investigation, usually followed by more extensive research.

For any communication intervention to be effective, it must be rooted in research.

When carrying out a CBA, DevComm specialists need to study the cultural, political, and social
context; identify and interview opinion leaders and relevant stakeholders; assess risks (such as
opposition and potential conflict); seek solutions; and, finally, define the objectives to support
the intended change.
4.1. Communication-Based Assessment

The term “communication-based” indicates that this phase uses communication as a

way not only to assess communication needs, but also to explore and probe all kinds
of issues through communication methods and tools.

Communication-based assessment provides an overview of the whole socioeconomic

context, which is always needed to properly frame technical issues, regardless of their
operational sector.

The communication-based assessment defines, refines, or validates (if already

identified by specialists in specific sectors) the project’s objectives, and it also outlines the
needed communication objectives. The emphasis on empowerment and dialog brings the
CBA in line with the emerging development paradigm.
4.2. Strategy Design

The second phase is the strategy design where DevComm staff assist in transforming the
findings of CBA into usable data to inform the design of effective strategies.

The main output of this phase is the definition of a strategy and relative action plan in
order to indicate the budget and time required, the communication approaches needed, and
the related media and messages identified for each audience.

DevComm has developed a template, known as the Five Management Decisions, to simplify
the management and monitoring of activities in instances that require straightforward
communication interventions.
4.3. Implementation

Normally, the activities in this phase are carried out by local firms or consultants, with some
advice by DevComm, when requested.

Communication activities are prepared and executed according to the agreed strategy and
plan of action. They include training of relevant staff, media design and production,
information dissemination, and a host of other activities.
4.4. Monitoring and Evaluation

The final phase, monitoring and evaluation, is about both examining the process (formative
evaluation) and measuring the final outcomes (summative evaluation).

Given the Bank mandate and the timing cycle of operations, DevComm is seldom involved in the
impact evaluation.

Nevertheless, at the beginning of the communication intervention, its staff advises project
managers how to set up indicators to monitor the communication progress and measure to
what degree the set objectives have been achieved.
4.5. An overall analysis of the framework

Module 3 presents in greater detail the communication functions, methods, and

tools that can be effectively used in each phase.

Even if communication should be adopted at the very beginning to be most effective, it

can also be applied with some success at a later stage in specific points of the project
cycle.

When professionally applied, communication impact greatly enhances project results,

but more significantly it also indicates that lack of or poor adoption of
communication often results in problems and project failure.
Lesson Summary #1
There are different types of communication, each of
which requires a specific body of knowledge and a
well-defined set of competencies.

The three main development paradigms that have

influenced the role of communication are the
modernization paradigm, the dependency theory, and
the participation paradigm.

The current conception of development

communication is based on the two-way model, which
is used first of all to involve stakeholders and
investigate issues, before starting to design and
implement a communication strategy.
Lesson Summary #2
Ten key points have been presented to emphasize the
broader role of the current communication paradigm
and clarify some recurrent misconceptions.

To facilitate the understanding of its concepts and

practices, development communication scope has
been divided into two basic modes: monologic,
associated with the diffusion model, and dialogic,
linked to the participatory model.

The last section presents an overview of the main

functions and services offered by the Development
Communication Division—DevComm.
Hanoi University International Studies

Thank you
For your attention