CSK 3201 DEVELOPMENT COMMUNICATION (CORE)
This course focuses on the role of communication in development programs, particularly in third
world. Emphasis is on community interventions in agriculture, health, nutrition, family planning
and community development and especially on methods for designing communication strategies
for reaching low income rural people. Among the approaches considered are extension, social,
marketing and development support communication. To this end, this course provides a
conceptual framework and theoretical rationale for utilising participatory approaches in
communication and research for rural development and social action. There is focus on problem
solving approaches and the use of video as a communication tool for enhancing people’s
participation in the development context.
Content:
The course elements which are provided on this outline will be supplemented with
illustrative case studies, practical exercises and group assignments to ensure a full grasp of
relevant fundamental skills.
1. THE DOMINANT PARADIGM- THEORETICAL BASES
 Modernisation Theories
 Dominant Theory of Development
2. COMMUNICATION APPROACHES IN THE DOMINANT PARADIGM
 Communication Effects Approach
 Diffusion of Innovations Research
 The Mass Media and Modernisation Approach
3. A CRITICAL ANALYSIS OF EARLY APPROACHES TO THIRD WORLD
DEVELOPMENT
 Sociology of Development Models
 A Critique of the Cultural Model
 Value Enactment Model
 The Economic Model
4. A CRITIQUE OF THE DOMINANT PARADIGM’S COMMUNICATION
APPROACH
 Social-structural and political constraints to change
 Social-structural Barriers to change
 Political Constraints to change
 Ideological constraints
5. ALTERNATIVE DEVELOPMENT PARADIGMS
 Ethical Perspectives
 Alternative Conceptions of Development
 New Roles for Development
6. THE EMERGENCE OF PARTICIPATORY APPROACHES


Strategies for Participatory Development
Distortions and constraints in participation
 Participation and communication
 New communication Functions of Participatory media
 Participatory Message Development strategies
7. STRATEGIC COMMUNICATION APPROACHES FOR DEVELOPMENT
 Entertainment Education
 E-E Formats
 The 9Ps of E-E
 The formula for effective E-E
 Social Mobilisation
 Information Education Communication (IEC) Strategy Development Process
 Mass Media
 Skills Development
 Social Marketing
 Public Communication
APPLICABILITY OF STRATEGIC COMMUNICATION IN EMERGING ISSUES OF:
8.
 Globalisation, Poverty, Growth and Communication
 The Role of Information and Communication in Development
 Women and Development
 Child Survival, Protection and Development
 Population and Development
 Environmental Protection
 Rural Development
 Conflict Resolution
IEC/ ADVOCACY STRATEGIES IN DEVELOPMENT
 IEC/Advocacy strategy development process
 Steps in developing IEC activities
 Essentials of IEC
 IEC/Advocacy strategy design
 Strategies for an advocacy program
Learning outcome:
Students should be able to:
1. Use communication as a tool to enhance development
Course assessment:
Extended coursework essay}
Group presentation}
= 30%
Test}
Final Comprehensive Examination = 70%
(End of Semester)
Instruction methods:
Lectures
Case Studies
Group Discussion and Class Presentations
Activity Research Work
References:
BELLA MODY, (1996) Designing Messages for Development Communication:
Audience Participation - Based Approach. Sage Publications, New Delhi
HORNIK C. R. (1998) Development communication-information, Agriculture and
Nutrition in the Third word New York. Pitman Publishing Inc
FRASER C& RESTROPO E. S, (2000) Communication for Development Human
Change For Survival, New York, IB Tauris Publishers
MELKOTE SRINIVAS R (2000) Communication for Development in the Third
World: Theory & Practice, Sage Publications, New Delhi
NUSSBAUM M & GLOVER J (Ed) (1995) Women, culture and Development Study of
Human capabilities New York, Clarendon Press. Oxford
QUARRY .W & RAMIREZ .R (2004) Communication Strategies in the Age of
Decentralisation and Privatisation of Rural Services: Lessons from Two African
Experiences
RENSBURG R.S (Ed), (1996) Introduction to communication. Communication Planning
& Management: Development Communication Kenwyn, Juto & Co. Ltd.
ROYAL TROPICAL INSTITUTE/ WORLD BANK (2000) The African Network on
Participatory Approaches: Village Participation in Rural Development, A manual.