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2ND SEM > Development Communication > Flashcards

Development Communication Flashcards

1
Q

strategic approach to using communication as a tool for social change, development, and empowerment. It aims to facilitate the exchange of information, ideas, and perspectives between various stakeholders, including communities, governments, and non-governmental organizations (NGOs), to address development challenges and promote sustainable growth.

A

Development communication

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2
Q

Philosophies and Goals of Development Communication

A
  • Participatory Communication
  • Social Change Communication
  • Community Empowerment Communication
  • Sustainable Development Communication
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3
Q

This approach emphasizes the active involvement of community members in the communication process. It recognizes that communities are experts in their own experiences and that their perspectives and needs must be considered in any development process.

A

Participatory Communication

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4
Q

It seeks to create a two-way dialogue between communities and development practitioners, ensuring that community members have a voice in decision-making and that their knowledge and expertise are valued

A

Participatory Communication

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5
Q

This approach uses communication to challenge and transform social norms, attitudes, and behaviors that hinder development. It recognizes that development challenges are often rooted in social structures and power dynamics and that effective solutions require addressing these underlying issues.

A

Social Change Communication

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6
Q

It seeks to create a dialogue around these issues, challenging dominant narratives and promoting alternative perspectives.

A

Social Change Communication

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7
Q

This approach aims to build the capacity of communities to communicate effectively and to use communication as a tool for self-advocacy and social mobilization. It recognizes that communication is a key component of community empowerment, enabling communities to articulate their needs and advocate for their rights.

A

Community empowerment communication

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8
Q

It seeks to build the skills and knowledge of community members, enabling them to take an active role in shaping their development.

A

Community empowerment communication

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9
Q

This approach emphasizes the importance of communication in promoting ___ including environmental conservation, economic growth, and social equity. It recognizes that development must be sustainable to be effective, and that communication can be critical in promoting sustainability. .

A

Sustainable Development Communication

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10
Q

It seeks to create a dialogue around ___ issues, promoting awareness and understanding of the interconnectedness of social, economic, and environmental factors

A

Sustainable Development Communication

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11
Q

Models of Communication in Development Communication

A
  • Shannon and Weaver’s Model
  • Berlo’s Model
  • McLuhan’s Model
  • Grunig’s Model
  • Critical Theory Model
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12
Q

This linear model focuses on the transmission of information from a sender to a receiver, to ensure that the message is received and understood as intended.

A

Shannon and Weaver’s Model

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13
Q

This model expands on Shannon and Weaver’s model by incorporating the role of the receiver in the communication process, emphasizing the importance of feedback and the need for the receiver to actively process and interpret the message.

A

Berlo’s Model

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14
Q

This model emphasizes the importance of the medium in which communication occurs, suggesting that the form of communication can shape the message and its impact.

A

McLuhan’s Model

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15
Q

This model focuses on the relationship between the sender and receiver, emphasizing the importance of two-way communication and the need for both parties to be active participants in the communication process.

A

Grunig’s Model

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16
Q

This model emphasizes the importance of power dynamics and social inequality in the communication process, suggesting that communication can be used as a tool for challenging and transforming unequal social structures

A

Critical Theory Model

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17
Q

Application of Development Communication
Development communication can be applied in various contexts, including:

A
  • Health communication
  • Agricultural communication
  • Environmental communication
  • Gender communication
  • Youth communication
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18
Q

Using communication to promote health awareness, prevent disease, and improve access to healthcare.

A

Health communication

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19
Q

Using communication to promote sustainable agricultural practices, improve food security, and increase agricultural productivity.

A

Agricultural communication

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20
Q

Using communication to promote environmental conservation, reduce waste, and mitigate the impacts of climate change.

A

Environmental communication

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21
Q

Using communication to promote gender equality, challenge gender stereotypes, and empower women and girls.

A

Gender communication

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22
Q

Using communication to engage young people in development issues, promote youth leadership, and empower young people to become agents of change.

A

Youth communication

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23
Q

Three Major Paradigms in Development Communication

A

Participatory Communication
Social Change Communication
Community Empowerment Communication:

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24
Q

historically focused on top-down approaches, where information was disseminated from experts to target populations. This approach often emphasized modernization and economic growth as key indicators of development. It viewed communication as a tool for transferring knowledge and technologies to aid in development efforts.

A

Dominant Paradigm

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25
Q

often referred to as the dependency theory, critiqued the top-down approach for perpetuating inequalities and reinforcing dependency on external actors. This perspective highlighted the power dynamics inherent in communication processes and advocated for more participatory and bottom-up approaches that empower local communities.

A

The Opposing Paradigm (Dependency)

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26
Q

recognizes the importance of participatory processes, cultural sensitivity, and community engagement in fostering sustainable development outcomes. It emphasizes dialogue, collaboration, and mutual learning between different stakeholders to co-create solutions that address local needs and aspirations

A

The Emerging Paradigm

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27
Q

integrates marketing principles with social change objectives to influence behaviors that benefit individuals and society. It applies commercial marketing techniques to promote health, education, environmental conservation, and other social causes by addressing audience needs, motivations, and barriers through strategic communication campaigns.

A

Social Marketing Paradigm

28
Q

using mass media platforms to raise awareness, shape public opinion, and influence policy decisions on social issues. It leverages media channels to amplify the voices of marginalized groups, challenge power structures, and advocate for policy changes that advance social justice and equity

A

Media Advocacy

29
Q

Focuses on how new ideas and practices spread within a population.

A

Diffusion Theory

30
Q

Argues that development in the Third World often serves the interests of developed nations.

A

Dependency Theory

31
Q

emphasizes the importance of involving communities in communication processes, recognizing their knowledge, experiences, and perspectives

A

Participatory Communication

32
Q

Focuses on using communication to motivate and organize collective action for social change.

A

Mobilization Theory

33
Q

Advantage: Provides a framework for information dissemination, understands adoption process
Disadvantage: Can be top-down, neglects
power dynamics

A

Diffusion

34
Q

Advantage: Highlights unequal power structures, critiques dominant development models
Disadvantage: Limited practical solutions

A

Dependency

35
Q

Advantage: Promotes inclusivity, ownership, and sustainable change
Disadvantage: Can be time-consuming, and
challenging to implement

A

Participatory

36
Q

Advantage: Empowers collective action to address systemic issues
Disadvantage: Potential for unintended consequences neglects individual agency

A

Mobilization

37
Q

art and science of human communication applied to the speedy transformation of a country from poverty to a dynamic state of economic growth and makes possible greater economic and social equality and the larger fulfillment of human potential.”

A

Development Communication

38
Q

approach to communication that provides communities with information that may help in the improvement of their lives. It is the voice of real-life situations of the poor in connection to the effort to improve their life.

A

Development communication

39
Q

Three main ideas which define the philosophy of development communication and make it different from general communication are:

A
  • Development Communication is purposive communication, it is value-laden, and it is pragmatic.
  • Development Communication is goal oriented.
  • Development Communication goals in a specific society will be influenced by the ends and values of that society.
40
Q

Development communication type of audiences comprising development bureaucracy, media practitioners, and
professionals

A

The Communicators

41
Q

Development communication type of audiences who can be informed or uninformed; educated or semi-literate or literate

A

The People

42
Q

was the first to recognize that communication could play an important role in the national development of third-world counties. He believed that mass media could better the lives of people by supplementing information resources and exposing people to learning opportunities.

A

Wilbur Schramm (1964)

43
Q

Aspects/Areas Development

A

1) Agriculture
2) Livelihood
3) Entertainment-Education
4) Economics and Business
5) Environment
6) Science and Technology

44
Q

refers to the means of securing water, food, shelter, and clothing defined by the set of activities and the capacity to acquire the aforementioned necessities working either individually or as a group by using endowment for meeting the requirements of one’s household on a sustainable basis with dignity. Activities herein are carried out repeatedly.

A

Livelihood

45
Q

cultivation of animals, plants, and fungi for food, fiber, biofuel, medicinal plants, and other products used to sustain and enhance human life

A

Agriculture

46
Q

an attempt to go beyond the conventional definitions and approaches to eradicate poverty. It is seen to be narrow since it is focused on certain aspects of manifestation like low income without considering vulnerability and social exclusion.

A

Sustainable Livelihood (SL)

47
Q

It was launched in July 2005 to mitigate the problem of malnutritionby the PondongPinoy Community Foundation (PnPCFI) then headed by Cardinal Gaudencio B. Rosales and 13 other bishops in partnership with other institutions like Assisi Development Foundation (ADFI) and Feed the Children Philippines (FTCPI).

A

Hapag-Asa Integrated Nutrition Program (2013)

48
Q

“commanding the attention of the audience while encouraging their growth and development”, (Fossard, 2005, p.26). It has gone other names such as enter-educate, edutainment, and infotainment but after the 1990s, EE has been widely used, (Shinghal& Rogers, 1999).

A

Entertainment-Education (EE)

49
Q

social science concerned with the factors that determine the production, distribution, and consumption of goods and services.

A

Economics

50
Q

organization or enterprising entity engaged in commercial, industrial, or professional activities which can be a for-profit entity or a non-profit organization that operates to fulfill a charitable mission.

A

business

51
Q

study of the financial issues and challenges faced by corporations operating in a specified marketplace or economy. It deals with issues such as:
▪ business organization.
▪ management.
▪ expansion; and
▪ strategy

A

Business Economics

52
Q

encompasses all living and non-living things occurring naturally which encompasses the interaction of all living species, climate, weather, and natural resources that affect human survival and economic activity.

A

Environment

53
Q

uses the simple action of switching off the lights for one hour to deliver a powerful message about the need for decisive climate change solutions. It is a media-driven campaign promoted through alliances with different tri-media (newspaper, radio, and TV) companies such as Philippine Daily Inquirer, Radio Veritas and ABS-CBN, and the like.

A

*Earth Hour

54
Q

systematic way of acquiring knowledge through observation and experimentation, whereas technology is the practical application of ___ and is used to design products that improve the quality of human life.

A

Science

55
Q

An approach capable of facilitating people’s involvement in decision-making about issues impacting their lives-a process capable of addressing specific needs and priorities relevant to people and at the same time assisting their empowerment.

A

PARTICIPATORY COMMUNICATION

56
Q

used for communication, manufacturing, learning, securing data, and transportation; it is often a consequence of science and engineering, but __ as a human activity precedes the other two fields.

A

Technology

57
Q

Mobilization of people to eliminate unjust hierarchies of knowledge, power, and economic distribution.

A

PARTICIPATORY COMMUNICATION

58
Q

Reach and inclusion of inputs from relevant groups in the design and implementation of a development project.

A

PARTICIPATORY COMMUNICATION

59
Q

A dynamic, interactional, and transformative process of dialogue between people, groups, and institutions that enables people, both individually and collectively, to realize their full potential and be engaged in their welfare.

A

PARTICIPATORY COMMUNICATION

60
Q

MOST IMPORTANT PRINCIPLES OF PARTICIPATORY COMMUNICATION

A
  • Dialogue
  • Voice
  • Liberating Pedagogy
  • Action-Reflection-Action
61
Q

TYPES OF PARTICIPATORY COMMUNICATION

A

Passive Participation
Participation by consultation
Participation by collaboration
Empowerment participation

62
Q

An evidence-based, results-oriented process, undertaken in consultation with the participant group(s). It is intrinsically linked to other program elements, cognizant of the local context and favoring a multiplicity of communication approaches, to stimulate positive and measurable behavior and social change.

A

Strategic Communication

63
Q

It ensures a two-way flow of communication, addresses human factors such as sociology, psychology, culture, behavior, and politics, and helps building consensus and partnerships regarding the development agenda.

A

Strategic Communication

64
Q

5 BRANCHES OF STRATEGIC COMMUNICATIONS FOR SUSTAINABLE DEVELOPMENT

A
  • Development and environmental communication
  • Social Marketing
  • Non-formal and environmental education
  • Civil society mobilization
  • Conflict management and negotiation
65
Q

Types of Evaluation

A

Ex-ante appraisals
Ex-post impact assessment

66
Q

part of planning to estimate what effects should be expected. Formative evaluation during implementation assesses whether the program is on course.

A

Ex-ante appraisals

67
Q

soon after implementation ascertains the effects of the intervention and rates the sustainability of those effects.

A

Ex-post impact assessment

2ND SEM (14 decks)

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