development communications
Post on 04-Jun-2018
214 Views
Preview:
TRANSCRIPT
-
8/13/2019 Development Communications
1/101
DEVELOPMENT COMMUNICATIONand
SOCIAL MARKETING
Arbind Sinha
-
8/13/2019 Development Communications
2/101
-
8/13/2019 Development Communications
3/101
It is not that we have consciously
damaged the ecology of the globe
It is not that we have unconsciously
spoiled our own health
But we have also deliberately caused
national loss and ruined the socialfabric of the nation
-
8/13/2019 Development Communications
4/101
Social Violence
-
8/13/2019 Development Communications
5/101
National Loss
-
8/13/2019 Development Communications
6/101
http://www.flickr.com/photos/theroadtothehorizon/2413595775/ -
8/13/2019 Development Communications
7/101
http://www.flickr.com/photos/theroadtothehorizon/2413595775/http://newsimg.bbc.co.uk/media/images/42076000/jpg/_42076354_mumblast416.jpg -
8/13/2019 Development Communications
8/101
http://newsimg.bbc.co.uk/media/images/42076000/jpg/_42076354_mumblast416.jpg -
8/13/2019 Development Communications
9/101
Riots broke out across several cities/towns
As many as 58 people have been killed
Material losses to the tune of Rs 300 b. Banks lost Rs 100 billion
Railways suffered losses worth Rs 12.38 b.
Manufacturing, revenue, exports have allsuffered badly
* xxxxxxx
LOSS INCURRED IN RIOTING AND VIOLENCE
-
8/13/2019 Development Communications
10/101
Some time it is our individual acts and
sometimes it is our collective acts thathas caused the damage
Sometimes our acts are driven by our
emotions and sometimes it is instigated
by others
The nation and the natures suffered
it
comes back to us only, we have to pay
for all our misdoing
-
8/13/2019 Development Communications
11/101
suffers
Not only INot only you
The whole society
-
8/13/2019 Development Communications
12/101
-
8/13/2019 Development Communications
13/101
Do not scratch
your head.
Find a solution
-
8/13/2019 Development Communications
14/101
We need to Communicate
We need Communication Support
We need Development Communication
We need Communication Managers
sensitive to development needs
-
8/13/2019 Development Communications
15/101
COMMUNICATION
Communication theoriesthe political framework
Communication theory the social framework
Role of Communicationsocial, economic,political, administrative Policy to peoplePeople to policy makers
Communicating the development issuesmany
Development Communication (Devcom) historyand agricultural revolution
Land grants universitiesExtension activities through universities
-
8/13/2019 Development Communications
16/101
THE HISTORY
Idea of Devcom as a subject started in 1960s
Universities got in to agricultural extension studies
Development journalism became popular by late1960s
Child of press grouping;
Development Journalisma diversion orspecialisation of print & electronic journalism
Development Support Communication Development Communication
-
8/13/2019 Development Communications
17/101
DEVELOPMENT SUPPORT COMMUNICATION
Development Support Communication (DSC)emerged out of international programmes of the
United Nations family of agencies
Erskive Childers was the profounder of theconcept of DSC
Worked on various development projectsintegrated communication appraisal, planning,production, and evaluation of the studies
-
8/13/2019 Development Communications
18/101
DEVELOPMENT SUPPORT COMMUNICATION
Main thrust remains motivating utilization ofcommunication supporting development projects
- - - a management function - - - limited response
Further thoughts on Not Just Supportive Role
Concept of Development Communication
(Devcom) emerged as an elaboration of thoughton bigger responsibility to communication for
development
-
8/13/2019 Development Communications
19/101
DEVCOM
Communication mediated development towardsbetter life
Devcom is to advance the process of
development and guide the action that they wouldlike the target group to take
Focal point in Devcom is the creation ofenvironment of development, helps preparing aground for development
Devcoma combination of art and science ofmass, traditional, and human media
-
8/13/2019 Development Communications
20/101
ASSUMPTION
Once environment is created, it
helps taking the development
efforts further
-
8/13/2019 Development Communications
21/101
-
8/13/2019 Development Communications
22/101
Basics of communication
Understanding of communication starts withSO R theory, Robert S. Woodworth (1954)
Several others worked on it.
You communicate and result will come
All communicatorspolitical, religious,social, educational, development,commercialuse this principle
stimulus elicits a different responsedepending on state of organism
-
8/13/2019 Development Communications
23/101
-
8/13/2019 Development Communications
24/101
Bullet theory
-
8/13/2019 Development Communications
25/101
-
8/13/2019 Development Communications
26/101
Objectives and applications
Effects are specific reactions to specific stimuli
Expectpredict
The technology of reproduction and distributionmaximizes aggregate reception and response
Some degree of influence, little or no accountsof an intervening variables
M C R E
-
8/13/2019 Development Communications
27/101
Objectives and applications
Aims at:
- stimulating public awareness andunderstanding of planned change
- creating a climate of acceptance underwhich change can take place
Applied to speedy change of a country and mass
from poverty to dynamic economic growthgreater social equality larger fulfillment of human potential
-
8/13/2019 Development Communications
28/101
Lasswells theory
Any theoretical base raises certain questions to
be answered. So is the case withcommunication
Case of Lasswells model of 5 Ws
WHO - Source (says) WHAT - Message (to) WHOM - Receiver
(using) What CHANNEL - Medium (and with) What EFFECTS - Effects
-
8/13/2019 Development Communications
29/101
Multiple source
Who
1
2
3
4
Who
-
8/13/2019 Development Communications
30/101
Basics of communication
Communication does not always get desiredimpact automatically
Every element of communication responds inits own context, often socio-cultural
It is imperative to understand socio-culturaldynamics of source as well as receiver
Examine it in the context of objective ofcommunication
-
8/13/2019 Development Communications
31/101
Basics of communication
S
MC R
SOURCE
MESSAGECHANNEL RECEIVER
Social context of Communication
Mass Communication Model: Maletzke (1963)
-
8/13/2019 Development Communications
32/101
Psychodynamic theory
Persuasive
message
Attitude
formation
Desired
result
Individual differences theoryorPsychodynamic model
DeFleur Theor ies of mass communication (1970)
Personality characteristics: sender/receiversIDT
Effective persuasion modifies psychology ofthe individuals
The response may be different
-
8/13/2019 Development Communications
33/101
Two-steps flow theory
A a
Mass MediaMass Media
Two-step flow model: Katz and Lezarsfeld (1955)
-
8/13/2019 Development Communications
34/101
Schema Theory R. Axelrod (1973)
An information processing model of
perception and cognition, American PoliticalScience Review.
Reworked by D. Graber (1984)
processing the news. New York: LongmanInc.
-
8/13/2019 Development Communications
35/101
Schema theory
Information keeps coming - often largevolume of information
Individuals are very inefficient
Ignores most of information
Individuals are also selective consumers
Decode the information and constructmeaning
-
8/13/2019 Development Communications
36/101
PL. IDENTIFY
-
8/13/2019 Development Communications
37/101
-
8/13/2019 Development Communications
38/101
Schema theory
They follow process of selection
Interestlevel
Reflects in motivation and attention
Selection of information is based onperception
Perception depends on level of understanding
Understanding comes from background andintervening variables
Great Low No
-
8/13/2019 Development Communications
39/101
Schema theory
Making sense out of information follow someconsistent pattern
Matching new information with existing frames
Checking new and unorganized informationwith old items of information
Apply their frame or schemata to newinformationmake sense of the new
They relate it to what they already know from:their every day experiencewith incoming information
-
8/13/2019 Development Communications
40/101
NEW INFORMATION
Search for Existing Frame
Frame Exists No such Frame
Matching new Info.with Frame
Searchingunframed info.
FitsDoes notFit
Motivation to
continue
YesNo
X
Make newframe
You havemeaning
Adjust new &
old info. inframe
Leads to new
learning newframe
Hits Doesnt
X
Schema model
Axelrod, R. (1973)
Graber, D. (1984)
-
8/13/2019 Development Communications
41/101
Knowledge Persuasion ConfirmationDecision
Social System
Variables
Perceived Characteristics
of innovations
RejectionLater adoption
Continued rejection
1. Social systemnorms
2. Tolerance of
deviancy
3. Communication
integration
4. Etc.
1. Relative Advantage2. Compatibility
3. Complexity
4. Triability
5. Observability
1. Personal Characteristics
2. Social Characteristics
3. Perceived need for the
innovation etc.
Receivers variable AdoptionContinued adoption
Discontinuance1. Replacement
2. DisenchantmentCommunication sources
(Channels)
Time
Innovation-diffusion model - Rogers and Shoemaker
Antecedents Process Consequences
-
8/13/2019 Development Communications
42/101
Expectation
Conflict
Indifference
Happy
Situation
Exp. met
Expectation
Needs help
Exp. unmet
Conflict between the
idea given and the
ground situation
No external help to
fulfill expectations
Development communication process model
Society
Commn.Curiosity
Mass media and Rural Development: Arbind Sinha (1985)
-
8/13/2019 Development Communications
43/101
PERSPECTIVE
Devcom as an academic discipline in 1971integrates development journalism anddevelopment support communication inbuilding the theory
It draws inputs from development theory,mass communication, agriculture journalism,and information diffusion
Uses social science tools for project analysis,research inputs, and evaluation strategy thatmight suit the information requirement of theprojects
-
8/13/2019 Development Communications
44/101
DEVCOM IN INDIA
Devcom has contextual existence in India
Education, Development, and Entertainment
Paradigm shift - Agriculture to community torural development Agricultural universities
Agriculture research institutions
Lab to land program
Radio clubs
-
8/13/2019 Development Communications
45/101
DEVCOM
Developing nations conducted experiments
India planned for SITE
It got worldwide acclamation
Hopes were high for its grand success
By mid 1970s the scholars from thedeveloped world started raising doubts
1990 gave a jolt to Devcom, even in India
-
8/13/2019 Development Communications
46/101
DEVCOM IN INDIA
The force behind revolution in Indian Devcom--- Arthur Clark
--- Vikram Sarabhai--- Sam Pitroda
Worlds largest Devcom experiment SITEconducted in India
Satellite TV reached to rural India earlier than
most parts of India Indonesia too experienced rural television
Experiences were varied
-
8/13/2019 Development Communications
47/101
PHASES OF DEVCOM
Three distinct phases of electronic Media use inIndia for social development
Infant Stage: Pre-SITE
Growing Stage : SITE and SITE Continuity
Maturity Stage : Post-1982
-
8/13/2019 Development Communications
48/101
PRE-SITE PHASE
Electronic Mediaa means to reach to largenumber of people
Radio and Radio Clubs : inform, educate and
entertain - the focus has changed today Chaupal : Basically taking agricultural
development to villagesthe most popularprogramme of the time
Radio Ceylon (SLBC) - Indian Vividh Bharati
Introduction of Televisionas vehicle tochange
-
8/13/2019 Development Communications
49/101
PRE-SITE PHASE
Doordarshan, a part of the then AIRintroduced Delhi School Television Project in250 schools in and around Delhi, started inOctober 1961
Three 20-minute programmes - broadcasteach morning - repeated in the afternoon -five days a week
Designed by the Delhi Educational TelevisionCentre and cooperation from the FordFoundation, USA and the EducationDepartment of the Delhi Administration
-
8/13/2019 Development Communications
50/101
PRE-SITE PHASE
Television had started with 20 sets and thrice aweek programme on social development
Indian Space Research Organization (ISRO)took lead and Doordarshan joined hands withISRO
Krishi Darshanby ISRO and I & B
Pre-SITE phase had only four TV stationsDelhi, Bombay, Amritsar, and Srinagar
-
8/13/2019 Development Communications
51/101
The concern
What you want to do? Objective(s) Who are the targetsprofile? Where? District, block, village, ward
Technology penetration and access Infra-structure Deployment Communication packagespecially designed
Monitoringfeedback Evaluation different type of evaluation Dissemination of findings
-
8/13/2019 Development Communications
52/101
Communication Plan
Communication plans should have:
All background preparation for the launch
Proper plan to see that the informationreaches to people
Understanding of how it is received
Reaction of the people, and
How it impacted the target group
-
8/13/2019 Development Communications
53/101
Programme Plan
The programme
Research based programme
Formative researchNeeds assessment
Profile research
Process research Feedback
-
8/13/2019 Development Communications
54/101
Programme Production
Communication packaging Concept testing
Format testing
Prototype production
Prototype testing
-
8/13/2019 Development Communications
55/101
Programme Delivery
Delivery of Information Transmission
Logistics
Deployment
Electrification
System availability
Reception
Maintenance
-
8/13/2019 Development Communications
56/101
Learning
Summative research Impact research
Qualitative
Quantitative
Total learning
SITE
-
8/13/2019 Development Communications
57/101
SITE
Satellite Instructional Television Experiment
SITE
-
8/13/2019 Development Communications
58/101
SITE
SITE The objectives
One point dissemination of information
Production/format testing
Technology testing
Management learning
Pedagogy learning
Social impact
-
8/13/2019 Development Communications
59/101
SITE
SITEworlds largest techno-social experiment
BackgroundStarted with Radio Listens Club
Philosophyinformation up to last point
SITEAugust 1975 to July 1976Operationby ISRO
I & BAIR as partner
Information is power
Centralization of Information
-
8/13/2019 Development Communications
60/101
SITE
Conducted in 2400 villages of six States Requirements:
Hardware Ground segments
SatelliteSoftwareOperation management
Kheda Communication Project - Experimentwithin Experiment - 500+ villages
Localization of information - limited rebroadcast
-
8/13/2019 Development Communications
61/101
SITE
Last pointvillagerswhich state, district,village, which place in the village
Village Selection and its criteria
Electrified village
All weather approach road
Heterogeneity of population
Having a public building
-
8/13/2019 Development Communications
62/101
-
8/13/2019 Development Communications
63/101
SITE
OPEL - Village ElectrificationInstallation and maintenance
Diffusion of information contemporary
information system Take off point - Village Profile, Needs
Assessment, Concept testing, script testing,prototype testing, and regular feedback
Researches Large scale SurveyHolistic studyUtilisation research
-
8/13/2019 Development Communications
64/101
SITE AND SCIENCE EDUCATION
Education for students in 05-12 age group 22 minutes programmes by ISRO and DD
Xmission- 10.00 to 11.30 am - six days/week
4 languages - Hindi, Oriya, Telugu and Kannada Objectives:
Understand science is everywhere
immediate environment can be questioned,understood, explained and manipulated bythem using the scientific method
-
8/13/2019 Development Communications
65/101
SITE AND SCIENCE EDUCATION
It helped increasing Information andKnowledge of science among school children
Created general awareness
Help understanding of Physical, Intellectual,Social, Emotional, Community, Cultural andEnvironmental Development
-
8/13/2019 Development Communications
66/101
SITE AND SCIENCE TEACHERS TRAINING
Multi-media package of training for primaryschool teachers - TV and Radio programmes,Enrichment material, Tutorial and Activities
Pedagogic, motivational and enrichment
Objectives - to familiarize pedagogy ofscience education/ upgrade understanding ofteachers on primary school syllabus
10 teachers each at 2400 places - Oct.75 Three more training held in 1976 summer
Had multiplier effect - significant contribution
-
8/13/2019 Development Communications
67/101
SITE
Outcome of SITEtechnical, social,pedagogy evaluation
Learning from SITE
Information dissemination, centrality ofinformation, and social impact
General reportSITE was successful Arbinds reportit was a part success
After SITE - SITE to INSAT - experimentto operation
-
8/13/2019 Development Communications
68/101
LEARNING FROM SITE
Centralization of information is possible Direct information from source to end user
eliminates the communication gate keepers
Communication is powerful tool for changeprovided matching support is available
Centralized information is too generic
Needs total compatibility between informationand ground reality
A local communication system may workbetter.
-
8/13/2019 Development Communications
69/101
KHEDA COMMUNICATIONS PROJECT
Kheda Communication Project - Experimentwithin Experiment
Localization of information - limited rebroadcast
A low-power TV transmitter in Pij villageof Kheda district in GujaratLots of experiment done with KhedaPeople - administration - people
Participatory programmesProgramming by the stakeholdersSyllabus based programmes
-
8/13/2019 Development Communications
70/101
KHEDA COMMUNICATIONS PROJECT
The communication aroused expectationsConflict and violence reportedBy the time concept of Devcom picked up,
Kheda was discontinued in 1985
The local people and media protested1983 Kheda had choice of two channelsAgain restarted in 1988Commercialization of media and reference for
entertainment started dominatingFinally closed down in 1991Pre-matured death of Devcom in India
-
8/13/2019 Development Communications
71/101
POST-SITE
SITE Continuity in SITE States Kheda had choice of two channel in 1983 >1976 soap opera started - entertainment
SIETs (6) - Primary Education (45 minutes -mainly syllabus related programmes) - TV sets inrural schools
NOS - Secondary School Education AVRCs/EMRCs - Higher Education EMPC (IGNOU) Gyan Darshan and Gyan Vani
-
8/13/2019 Development Communications
72/101
-
8/13/2019 Development Communications
73/101
PREAL
Project in Radio Education for Adult Literacy Radio use in adult education - under NLM December 1990 to June 1991
3,600 Adult Education Centres in districts ofBihar, MP, Rajasthan and UP Nearly 108,000 adult learners participated 26 radio programmes of 20 minutes by AIR
Broadcast twice a week by local AIR station Radio-cum-tape-recorders + cassettes given Primers used as supplement
-
8/13/2019 Development Communications
74/101
TELECONFERENCING
Interactive teaching - first in 1983 with IITs One-way video two way audio
teleconferencing
Two major education applications: Distance Education and Continuing Education
During 1991-94, large number of experiments
were conducted
A transponder on board INSAT dedicated toTDCC in February 1995
-
8/13/2019 Development Communications
75/101
JDCP
After SITE and KCP, the new educationaltechnology evolved
One-way video and two way audio systemfound useful in education and training
Experimented in Jhabua (MP) -- other States 12 up-links and 150 receivers ---- 600+ TV
sets, classrooms at Ahmedabad/Bhopal
Objective - educate the rural mass in variousareas of development
-
8/13/2019 Development Communications
76/101
INTERPRETATION IN COMMUNICATION
Coding/decoding & interpretation incommunication
A a
Dd
M mm MX Y Z.
Sender
Receiver
Channel
-
8/13/2019 Development Communications
77/101
Barriers of behaviour change
Factors against behaviour change
Sequential model
Awarenes
s Socio-
Cultural
Values
Norms
StigmaTechno-logistic
Economic
Individual
motivation
Interpretation
THE FUTURE
-
8/13/2019 Development Communications
78/101
THE FUTURE
Some efforts have been made
A lot need to be done
Who will do it?
One of us
Some of us
All of us
-
8/13/2019 Development Communications
79/101
-
8/13/2019 Development Communications
80/101
Why marketing companies aremaking profit and Social Marketingfails in a country which needs it
Most?
Why Coke/Parle-G are available at
every place and we struggle topopularise smokeless chulha(stove)?
-
8/13/2019 Development Communications
81/101
Social Marketing
Social Marketing is a newest concept in publichealth and human services practice
Marketing organisations use and misuse the words
usually popular in the society Like most buzzwords, the term is often misused.
Used for any kind of marketing in the health area
The term social marketing has become synonymof fast money making
-
8/13/2019 Development Communications
82/101
Social Marketing - Concept
Systematic application of marketing concepts andtechniques to achieve specific public behavior for
social well beingquality of life
It is fusion of ideas of Marketing and DoI
It is marketing the socially beneficial products andideas to the society without profit motif
Two concerns; benefit to the society andprofit is not the motif
-
8/13/2019 Development Communications
83/101
Commercial Marketing
Process of planning and executing:
1. Product
2. Pricing,
3. Promotion , and4. Placement/Distribution of ideas, goods,
and services
to satisfy individual and company goals
Globalisation has thrown a challengecompetition for survival
-
8/13/2019 Development Communications
84/101
Social Marketing
combination of four Ps from commercialmarketing and adding more Ps. These are:
1. Public
2. Purpose3. Partners4. Persuasion
later are important to take care of the public
Acceptance may be higher if target realisethemselves as being at risk
-
8/13/2019 Development Communications
85/101
Social Marketing
Product: Need based, problem solving, easier touse, and attractivesomething is here for me
Price: Affordabletarget centric with value.Tangibles and intangibles cost calculated.
Takes into account the old habits.
Packaging: Local features
Promotion: Complete supply chain, schemes toattract people, but not to play with hopes
-
8/13/2019 Development Communications
86/101
Social Marketing
PublicTarget and audience specific, nothinglike general public. Segmentation required
Purpose: Benefiting individual or society rather
than to marketers / company
Partners: Consumers, providers, and facilitators, not necessarily the promoters
Persuasion: Behaviour change. Convert the needin to demand with holistic information
-
8/13/2019 Development Communications
87/101
Examples of social marketing
Family Welfarenational and global perspective Blindness Controlconventional or IOL Green Indiawater and ecology management
Life Insurancethe initial idea Small Savingsfuturistic concept AADHAR (UIDAI) card Fasten seat belt
No smoking in public places Yoga for wellness
-
8/13/2019 Development Communications
88/101
Social Marketing
Social marketing is a strategic move
FIVE Stages of Social Marketing:
1. Define Problem - What to be done and Why2. Audience Researchpresent practice, barriers,
motivators, motivators etc.
3. Planning
4. Implementation
5. Evaluationmeasurement of successes
-
8/13/2019 Development Communications
89/101
Social Marketing
Who works for social marketing?
Can any effort that market product of public utilitybe seen as social marketing?
Wherever there is money there is effort of Socialmarketing
e-Chaupal is a good case. e-Chaupal is amarketing proposition
What is the notion of Chaupal in rural context
-
8/13/2019 Development Communications
90/101
Social Marketing
Life insurance is another example
Services marketing mainly deal with profitableareasbanking, insurance, telecom,
entertainment, and now education Privatization of health and education for general
population can be examined
How many of them are entered into rural public,rural public education, and environment services?
-
8/13/2019 Development Communications
91/101
Social Marketing
Why marketing companies are making profitand Social Marketing fails in a country whichneeds it Most?
Examine: - The product- Need of such product- Cultural compatibility
- Delivery
- Utilisation support
Commercial products reaches to all cornersboth genuine as well as the fake products
-
8/13/2019 Development Communications
92/101
Social Marketing
Development programmes looses the businessas well as credibility
Reasonsassociated factors???
Element Marketing Social Mktg.
Product Market research
based
Based on
perceived needsPrice Mostly
affordable
Highly
subsidized
Packaging Very attractive Often good
-
8/13/2019 Development Communications
93/101
Element Marketing Social Mktg.
Supply Chain Very strong Very Poor
Promotion Strong Poor
I nformation base Poor Poor
UtilisationSupport
Good Poor
Evaluation Continuous Only when it
fails
Social Marketing
-
8/13/2019 Development Communications
94/101
Social Marketing
Who works for social marketing?
Whose responsibility it should be?
State, Industry, Society or all of it?
The efforts in this area - experiments
Let us keep thinking
The future
-
8/13/2019 Development Communications
95/101
The future
Some efforts have been made
A lot need to be done
Who will do it?
One of us
Some of us
All of us
-
8/13/2019 Development Communications
96/101
.. Our concern
Feed them beforeYou Milch
-
8/13/2019 Development Communications
97/101
Good Luck
Exercise
-
8/13/2019 Development Communications
98/101
Exercise
You are working with an agency, which hasbeen hired by World Bank to benefit ruralcommunity of Odisha and Jharkhand Statesthrough accelerated cottage industries
The programme will cover four districts eachin these States and the mode ofcommunication will be mass media. Timeline is three years
-
8/13/2019 Development Communications
99/101
-
8/13/2019 Development Communications
100/101
CLASS TEST
-
8/13/2019 Development Communications
101/101
CLASS TEST
We want to launch a social campaignProgramme: Control Female Feticide
Areas: Eight remote districts of four
underdeveloped States of India
Suggest complete plan delivery deployment know its contribution.
top related