Approaches to Development Communication

accessiones to ontogenesis confabulationIntroductionDevelopment Communication is based on one-way fertilise of info for the purpose of disseminating tuition and messages to induce sort. Its main intentions toilet be divided into two different types of applications (1) intercourse to inform and (2) communication to persuade. Development Communication uses method of investigation in which a problem is commencement identified and observations, experiments, or modern(prenominal) pertinent data be consequently utilise to construct or test hypotheses that solves it.________________________________________________________________________________________Diffusion of Innovation ApproachThis concept is turnn by Everette M Rogers. slew communication is a two-step flow process. It develops comfortable attitudes done the pile media and leads to the adaptation of inter- soulfulnessal channels, oddly flavour leading.Modernization is channelisen as a process of dispersion, where whatsoeverbodys belong from a tralatitious way of life to a different, more technically developed way of life. This commence is concerned with the process of dissemination and acceptance of understructure in a more organizationatic and programned way. This diffusion model is a vertical or one-way perspective on communication, and that active involvement in the process of the communication itself will urge on phylogeny.This surface is based on the need assessment of the target groups and help passel to fulfil their needs by bridal of substructure.Communication has to tour the role of facilitator in disseminating innovations to the target groups. Development is basically acceptance of alter and innovations ideas, practice and technologies. Facilitating diffusion of innovations is an essential aspect of the development.All innovations need non be new to all wad. An innovation refers to an idea perceived as new by an individual. Diffusion is a process by which a n innovation spreads from its source of creation to the users or adopters. The essence of the diffusion process is the benignant interaction, in which one person communicates a new idea to a nonher(prenominal) person.There are four elements in any analysis of the diffusion processInnovation (any idea considered new by recipient)Communication (the individual to another through certain channels). affectionate system (among members of inn)Time taken (from the interpret of innovation to the put of bridal).Stages in the adoption process quintet distinct stages slang been identified by the scholarsAwareness stage at that place is broad exposure of the innovation, except the individual does not have fitted culture. He is yet to get do either to seek further information or to act upon it or know how it functions (Knowledge).Interest stage individual shows interest in the new idea, draws an effort to seek redundant information. However, the person is still undecided active its application. Person forms a favourable/unfavourable attitude towards innovation (Persuasion).Evaluation stage The individual mentally applies the innovation to ones testify situation, and then decides whether to resolve it or not. Person engages in activities that lead to a choice to accept / unaccept the innovation (Decision).Trial stage individual uses the innovations on a pi hole stage (limited scale) to decide about its utility and relevance to ones own situation. Observation is that people will not adopt an innovation without onerous (Implementation).Adoption stage It is the process through which the individual arrives at the conclusiveness to adopt or reject the innovation from the time they first became cognisant of it. Individual decides to continue the use of innovation. Adoption implies sustained or day-and-night use (Confirmation).Information Sources and their Relevance at Various Stages of Adoption maculation personal communication is face to face contact, w hereas impersonal is mediated through press communication channels (mass media) Print, Radio, TV and film are al almost effectual in providing various options and alternative choices. They are effective in drawing the attention of the individuals. Hence, the mass communication channels are order to be most important in the evaluation stage of the adoption sources.Inter-personal communication through extension workers, friends and family members endure influence behaviour and facilitate enthrall of ideas. The mass communication channels seldom effect decisions promptly although they influence indirectly.Factors affecting the Rate of Adoption of InnovationWhile some of the factors that stimulate and facilitate quick diffusion of innovation are transfer of technologies. Well certain opinion leaders communicate their approval/ disapproval of an innovation based on the innovators experiences to the rest of the fond system. Majority answer by rapidly adopting it. The analysis suggests a small pointwhether or not opinion leaders vouch for it but some others control adoptionCompatibility- the degree to which an innovation was consistent with existing values and chivalric experiences.Cultural incompatibility certain social systems do not aid adoption of innovations. Individuals in such a system are truly slow and rigid in accepting new ideas, practices and technologies. The vegetarians show label resistance in accepting non-vegetarian diet because of change in nutrition habits. New crop varieties which give higher yields and better incomes, have been spurned on the ground of taste, fear of ill-health and unacceptability as food. Thus cultural incompatibility and mismatch with the existing social system are considered to be very strong inhibitors.Classification of adoptersIt is based on the rate of adoption and the time lag between initial exposures to final adoption. Innovativeness is defined as the degree to which individual is relatively earlier in adopting new ideas than other members of a system. The personal characteristics and interaction of these groups illuminates the diffusion effect. Diffusion researchers have classified adopters into five categoriesVenturesome innovators These are the most eager members of the society to try new ideas and adopt new practices. They are enterprising and willing to take risks. Usually they belong to the cosmopolite category.Early adopters These are usually younger, had a higher social status, more favourable financial status, engaged in more specialized operations and were equipped with bulkyer mental abilities. They used the data provided by the innovators in implementation and confirmation of the innovation to make their own adoption decision. If the opinion leaders observe that the innovation has been effective for the innovators, then they will encourage others to adopt. This group earns respect for its judicious well- informed decision making and hence this group is from wher e most opinion leaders reside. These belong to the local anesthetic system they follow the venturesome. These used more mass media.Early majority They become the reference groups for the subsequent late adopters, which set up the early majority.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 take by many also and other members will be back up to adopt.Laggards The laggards are very slow in adoption. They are rigid, traditionalistic, isolate 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. If they are isolates, their lack of social interaction decreases their awareness of an innovations demonstrated well- u niverses. It takes much longer than average for laggards to adopt innovations.Potential adopters, questionable about innovation go through a stepwise social process. Well informed opinion leaders communicate their approval-disapproval of an innovation, based on the innovators experiences. Some respond by rapidly adopting. We can judge the brilliance of opinion leaders. Large subsection of the social system follows the trusted opinion leaders.Those who do not adopt lose status or stinting viability. Adoption becomes necessity as implementation results in social, economic benefit and this contextual pressure motivates adoption.ConclusionDiffusion of innovation research found the importance of communication, new ideas and their practice is a crucial component of the modernisation process. lot change attitudes of those whom they talk to, work with, or interact with. People will adopt an innovation if they believe that it enhances their utility it determines the extent of change in t heir normal functioning increases compatibility with habits and values, and has cost-benefit analysis.________________________________________________________________________________ place ApproachThis approach advocates that information transmitted through media must be locally and functionally relevant to the hearing is called localised approach. The development programmes must be local to see the local needs which vary astray in different regions and sub-regions in a large pastoral like India due to the diversity of climate, cultures and languages.Localised approach would enable communicators to figure of speech messages which will be relevant in terms of utility, timeliness, applicability, specificity, and so forthThe relationship between communication and development can be broadly divided into two typesMacro society direct studies (by Wilbur Schramm, Daniel Lerner etc.) gave direct support to the view that a modern mass media system is an important requirement for develo pment.Micro societal level studies argue that information of certain kind generates appetite for new things and new ways of doing things, which finally sets the process of development.Benefits of localised approachLocalised approach would enable the communicators to design messages which will be relevant in terms of utility, timeliness, applicability, specificity etc.The approach would tailor message for local conditions.The approach can overcome infrastructural difficulties. such an approach will allow greater involvement and participation of the audience in the communication process.As the needs of people vary widely in different regions and sub-regions.In a large developing country like India, there is diversity of cultures and languagesDos and Donts of localized approachThere should be proper need-assessment of the local population.The socio-economic condition of the local people should be kept in mind before designing the message.The geographical and political conditions of a local area bear a lot of significance for message designing and delivery.Preferences should be given to local media and local resource persons for the execution of communication tasks.ConclusionThe localised media approach helps to plan messages specially designed for various local groups. This facilitates two way communications by allowing greater involvement and participation of the audience in the communication process. In case of any problem at the local level, the closure is found there and then. Naturally for particular specific situation the root would also be specific. There cannot be a general approach. This localised approach generally yields a positive result.________________________________________________________________________________Magic Multiplier intensity Media is called the magic multiplier as it can multiply the messages and reach a number of people very fast and at one go. Its production does have great potential and modernizing effect. It is their content that is the key to use in development. Mass media are important in spreading awareness of new possibilities and practices, but at the stage where decisions are being made about whether to adopt or not to adopt personal communication is farthest more likely to be influential. Therefore, the general conclusion of this line of survey is that mass communication is slight likely than personal influence to have a direct effect on social behaviourWilbur Schramm (1964), in his book Mass Media and National Development which was produced for UNESCO became almost a excogitation (programme of action) for development communication. Schramm stated that content is the key to their use in development. Social change of great magnitude can be accomplished when people informed, persuaded, educated. Information must flow at all levels so that they can participate in the acts and decisions of nation building. He also argued that each person would have requirement of information of the work he would undertake, and there being millions of workers would require information of various types.The conventional channel of communication would neer be able to meet this demand. Therefore, modern communication technologies would be of great use to meet this demand by multiplying the messages and reaching each and each worker simultaneously.Arguments for Magic MultiplierWe need magic multiplier for the pursuit reasonsFor 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 nation-building.As the required amount of information and learning is vast so the targeted population. Work should be organised and skills should be learnt at all levels of society for better utilization of the resources of society.The available channels of communication like inter-personal, group-communication, traditional media a re incapable to undertake this task, as this will require a lot of time and resources. For a developing country, its difficult to gather a large pool of resources and wait for such a long time. Mass media with its magical reach can do this job in less time and resources.Analysis of magic multiplierThe audit found that the mass media succeeded in reaching a vast majority of population in less time and resources.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.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.ConclusionUse of latest technologies is required to supply large amounts of information to large number of people at one time and in modern formats. A lot of feedback is required when one uses communication for development it should never b e one way traffic. The users should be able to give feedback to the implementers, as success/failure of the programme could be judged.