DevelopMent CommuniCation

Definition of Communication

Communication is two way process. One is sender/ encoding and another is receiver/ decoding. Communication is process that there is an exchange and progression of thoughts, feelings or ideas towards a mutually accepted goal or direction. It is a transactional process. It can be interpersonal or mass communication.

Communication is a process where by information is encoded and imparted by a sender to a receiver via a channel/medium. The receiver then decodes the message and gives the sender a feedback. Communication requires that all parties have an area of communicative commonality.
http://en.wikipedia.org/wiki/Communication

People wants to communicate because of developed there self is called developed communication. It is positive part of life and social benefit. Developed Communication is a process of develops something for the society.

Different Types of Communication in Development Organizations

Knowledge and information are essential for people to successfully respond to the opportunities and challenges of social, economic and technological changes. But to be useful, knowledge and information must be effectively communicated to people. There are four types of communications in Development Organizations. They are:

1. Corporate Communication
2. Internal Communication
3. Advocacy Communication
4. Development Communication

Description of these types are given below:

1. Corporate Communication:

Corporate communications is the communication/ communications issued by a corporate/ organization/ institute to its entire people. People can be both internal like employees, stakeholders, etc and external like agencies, channel partners, media, government, industry bodies and institutes, educational institutes and general public. Corporate communications serves as the liaison between an organization and its entire people.
Organizations can strategically communicate to their people through public relations and advertising. This may involve an employee newsletter or video, crisis management with the news media, special events planning, building product value and communicating with stockholders, clients or donors.
Communicate the mission and activities of the organization, mostly for external audiences.
Corporate communication use media outputs and products to promote the mission and values of the institutions and also information collect from the people who are relevant with the people.

2. Internal Communication:

Internal communication refers all communication within an organization. This kind of communication may be oral or written, face-to-face or virtual, one-on-one or in groups, or it can be interpersonal communication. It is very much effective one communication. Effective internal communication is a vital means of addressing organizational concerns. Clear and concise internal communication helps to establish formal roles and responsibilities for employees and maintain organization and clarity within an establishment.
This kind of communication sometimes works for creating awareness and also it facilitate the flow of information within an institution or project. Sometimes this area can be included in corporate communication.
This is fully interpersonal communication. It ensures timely and effective sharing of the relevant staffs and institution units. It improves synergies and avoids repetition.

3. Advocacy Communication:

Advocacy is essentially an act of communication and we need to understand some of the principles of communication to be effective. This kind of communication influences change at the public or policy level and promotes issues related to the development of the society.
It also raises awareness for the society on hot development issues. Like an example HIV campaign, Drug addiction campaign etc. For development communication the advocate are using communication methods and media to influence specific audiences and support the intended change.

4. Development Communication:

This theory is following in development communication, which is continuing to evolve now a day, with different approaches and perspectives unique to the varied development contexts the field has grown in. This communication supports sustainable change in development operations by engaging key stakeholders. It establishes environments for assessing risks and opportunities and also disseminates information through many campaigns and convinces behavior as well as social change.

A Brief History of Development Communication

Awareness of the different purposes and functions of various types of communication is the first step toward a better understanding of the field of development communication and an effective way to enhance necessary quality standards.

There are three paradigms and they are:

The Dominate Paradigm: Modernization
The Opposing Paradigm: Dependency
The Emerging Paradigm: Participatory

What is Paradigm?

Paradigm means model, pattern, example etc. A paradigm is a typical pattern or an example of something. It also cannot the idea of the mental picture and patterns of thoughts. It is also set of assumptions, concepts, values and practices constituting a view of reality.

These paradigm descriptions are given below

Modernization Paradigm

This word comes from western. This model is kind of one way communication like; Sender-Message-Channel-Receive (SMCR). This theory used to summarize modern transformations of social life. It is one kind of evolutionary theory that assumes hat with help traditional countries can develop in the same ways modern countries did. This pattern is following in World War II. The relation between media structure and content is ignored. According to these theory internal factors in the countries such as illiteracy, traditional agrarian, the traditional attitude of the population, the low division of labors, the lack of communication and infrastructure etc are responsible for underdevelopment.

Dependency Paradigm

Dependency Paradigm is neglected the relevance of local social, political and cultural context. This kind of model expected development to occur along a consistent well-denied linear sequence. Communication in dependency perspectives was seen as a tool educates the people and forges alliances among developing countries. This approach tended to ignore the dynamics within developing countries. Media under the control of the state did not guarantee a more horizontal and people based flow of every kinds of information.

Participatory Paradigm

This is one kind of modern communication. This is a new perspectives based on peoples participation. Importance of actively involving and accounting four people’s perceptions, opinions, beliefs and trust in the decision making process. Two way of communication aiming to analyze and solving key issues. Development agencies and international organizations are convinced of this approach. People based approach of participation with a systematic communication focus.