Journal Entry #3: Insights & Critique: Development Communication Articles by Servaes, Quebral & Chatterjee
At first glance, development communication is such a powerful word to me. The things that come into mind when I read it are related to progression, betterment or simply leveling up societies.Â
Jan Servaes, a development communicator from Europe, writes how development communication is nurturing the knowledge from the people involved and turning them into action for their betterment or social progress.
Some concepts that I had a hard time understanding were some terms that Jan Servaes defined like ideology, power and identity. I cannot seem to grasp them concretely or citations/examples that he gives, maybe because heâs writing for readers who are development communicators? However, it was insightful to hear how ideologies can be very powerful.
I believe that development communication is not a one-man kind of job or action but it can be started as one. It needs the participation of all the people involved and to make them realize the importance of communicating one another. If one person or faction does not see this, it will be hard to achieve development or social change.Â
Dr. Mrinal Chatterjee, a MassComm professor from India, sees development communication in two definitions. He then provides the World Bank definition of DevCom as integrating strategic communication in development projects. Compared to Servaes, he emphasizes the importance of strategic communication instead. He brings up the goals of development communication and several social institutions importance in carrying out those goals.Â
Some terms and concepts I wished he tackled more on were on âstrategic communicationâ and âdevelopment journalismâ. Both of these words sound very promising. I wished he provided more elaboration on those by maybe giving case studies or the processes and frameworks used.
I also wished Chatterjee wrote more examples and the context from where he is residing in, which is India. He talked a lot on the history of the West but not really development communication from the East.
I believe that development communication requires empathy. Chatterjee talks about meaningful conversation through building understanding and responding to them, and that is part of empathy. We need to gain their perspective through communicating what, how and why their current behavior is like this. We need to remember that when we are building development projects for our stakeholders or beneficiaries, we are not the beneficiary.Â
Nora Cruz Quebral, a Development Communication professor from my home country the Philippines, ponders how there is an interaction between development and communication. She sees the value of both terms and the need for each other. However, what strikes me the most is the circumstances developing countries face when using development communication, particularly the Philippines. She mentions that communications media is concentrated in cities. How about the rural communities and indigenous tribes who rely on non-modernized information methodologies?
I find it very overwhelming because the development communicators like Quebral do want social change and she wants to focus on rural communities. However, they do not have the technological and digital media. Itâs simple to just say to urbanize rural areas but we, as a developing country, do not have the capacity or the resources to cover all. Quebral mentions that we must not copy the solutions or methods of developed countries because their context is different than developing countries. In order to find the solution, we need to communicate with not just the rural communities, but also the government and other social institutions.
I believe that development communication in developing countries should be more focused on viability and capability. As development communicators, understanding the perspectives of different stakeholders is not enough, we should acknowledge the resources we have in order to find a viable way to achieve development.
Some commonalities I noticed between these three development communicators is how they see the media having a huge potential in Development Communication. They play a huge role in information dissemination, raising awareness and educating people. Media can be an effective way to create development and social change. However, there are still concerns regarding the effectivity, conversion and evaluation of these media strategies. Developing countries have areas with no media. Do all people receive the information the media is disseminating?Â
Another commonality I see between the three is that although their definitions and views on development communication have different processes and emphasizing on different aspects, the outcome of human betterment and social progress is the same. Keeping this in mind, a good characteristic I can see among development communicators is that theyâre driven by three things: the people, the problem and the outcome. To be oriented with these areas will make a development communicatorâs role easier and impactful.