communicating development

COMMUNICATING DEVELOPMENT

DEVELOPMENT

- CHANGE

- GROWTH

- IMPROVEMENT

APPROACHES TODEVELOPMENT

SOCIALMARKETING

SOCIALMOBILIZATION

DEVELOPMENTCOMMUNI-

CATION

INFORMATION, EDUCATION,

COMMUNICATION

- THE PROCESS OF USING PEOPLE’S PARTICIPATION WITH

THE POLICY APPROVAL OF PERTINENT LEADERS TO

ACHIEVE DESIRED SOCIAL, POLITICAL AND OR ECONOMIC

ENDS

SOCIAL MOBILIZATION

SOCIAL MARKETING

- Social change management technology aimed at increasing the acceptability in one or more groups of a social idea or practice

INFORMATION, EDUCATION,

COMMUNICATION

DEFINITION OF COMMUNICATION

COMES FROM THE LATIN WORD COMMUNIS, WHICH MEANS COMMON OR ONE

HUMAN BEINGS RELATE TO ONE ANOTHER THROUGH THE USE OF ONE OF THE WAYS BY WHICH CODES AND SYMBOLS

PURPOSE

TO SUCCEED IN HAVING A

MESSAGE, AN IDEA, A CONCEPT

TRANSMITTED. IT CAN THEN BE

ACCEPTED TO REJECTED

KINDS

= ONE WAY

= TWO WAY

= THREE-WAY

THE COMMUNICATION PROCESS

S C ERM

FEEDBACK

Lasswell Model

SENDER

WHO

MESSAGE

SAYS WHAT

CODE

CONTENT

STYLE

CHANNEL

= MAKES THE MESSAGE SEEN, HEARD, TOUCHED, SMELT OR FELT

RECEIVER

EFFECT

CHANGE IN THE BEHAVIOR OF THE RECEIVER AS A RESULT OF

THE TRANSMISSION OF THE MESSAGE

FEEDBACK

RESPONSE THAT THE AUDIENCE GETS AS A REACTION TO HIS

MESSAGE

KINDS

MASS

= electronic

INTERPERSONAL

SPECIAL

COMMUNICATION THEORIES

SOCIAL CATEGORIES

= this theory suggests that there are social groupings in society. Since

these clusters have commonly-shared experiences, they also have similar norms, values and attitudes

TWO-STEP FLOW THEORY

SUGGESTS THAT INFORMATION MOVES IN TWO PHASES. FIRST FROM THE MEDIA TO OPINION LEADERS AND FROM OPINION

LEADERS TO PEOPLE WHO DEPEND ON OTHERS FOR THEIR

INFORMATION SINCE THEY ARE LESS EXPOSED TO MEDIA

BALANCE THEORY

SUGGESTS THAT PERSONS WHO HAVE SIMILAR CHARACTERISTICS

OR COMMONLY-SHARED EXPERIENCES ALSO HAVE HARMONIOUS RELATIONS

COGNITIVE DISSONNANCE THEORY

SUGGESTS THAT SINCE DISSONANCE IS UNCOMFORTABLE TO A PERSON, HE WILL BE MOTIVATED TO TRY TO REDUCE IT IN ORDER TO ACHIEVE

CONSONANCE BY SEEKING OUT INFORMATION THAT WILL

REINFORCE HIS BELIEF OR ACTIVELY AVOID INFORMATION THAT WILL

INCREASE HIS DISSONANCE.

REINFORCEMENT THEORY

STATES THAT ATTITUDE CHANGE RESULTS FROM LEARNING

PRODUCED THROUGH REINFORCMENT

CREDIBILITY THEORY

STATES THAT COMMUNICATION STARTS WITH A CLIMATE OF

BELIEF, BUILT BY PERFORMANCE ON THE PART OF THE SOURCE

GATEKEEPER CONCEPT

STATES THAT ALL ALONG THE COMMUNICATION CHAIN, ARE

SEVERAL “GATEKEEPERS” WHO CAN “OPEN” OR “CLOSE” THE GATE

TO ANY MESSAGE THAT COMES ALONG

DEVELOPMENT COMMUNICATION

ANY OR ALL SUPPORT COMMUNICATION FOR

DEVELOPMENT

= COMMUNICATION FOR A

PLANNED CHANGE

DEVELOPMENT COMMUNICATION

The art and science of human communication applied to a speedy transformation of a country and its

people from poverty to a dynamic state of economic growth which will bring about the fulfillment of the human

potential

DEVCOM SEEKS TO INFORM, EDUCATE

AND MORE IMPORTANTLY TO MOTIVATE

DEVELOPMENT COMMUNICATOR HAS THE

ROLE OF MOBILIZING AUDIENCE AND

PERSUADING THEM TO JOIN IN THE

DEVELOPMENT EFFORTS

AQUINO ADMINISTRATION

= INSTITUTIONALIZATION OFCOMMUNITY COMMUNICATION

= INCLUSION OF COMMUNICATION

STRATEGIES IN THE MTPDP

RAMOS PRESIDENCY

PROSPERITY

ESTRADA PRESIDENCY

PARA SA MASA

BEAT THE ODDS

8 IN 2008

KEEPING UP PESO’S

STRENGTH

STRONG ANTI-TERRORISM STANCE

AND

BETTER JOB CREATION

PROGRAM

GATHERING MOREINVESTMENTS

BETTER HEALTH CARE

SYSTEM

PUTTING A HOUSING AND

HUNGER MITIGATION

PROGRAM IN PLACE

IMPROVING EDUCATION

REDUCING COST OF

LIVING

PROMOTING A

GREEN PHILIPPINES