development communications

8/13/2019 Development Communications

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DEVELOPMENT COMMUNICATIONand

SOCIAL MARKETING

Arbind Sinha


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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


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Social Violence


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National Loss


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http://www.flickr.com/photos/theroadtothehorizon/2413595775/


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http://www.flickr.com/photos/theroadtothehorizon/2413595775/http://newsimg.bbc.co.uk/media/images/42076000/jpg/_42076354_mumblast416.jpg


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http://newsimg.bbc.co.uk/media/images/42076000/jpg/_42076354_mumblast416.jpg


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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

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LOSS INCURRED IN RIOTING AND VIOLENCE


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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


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suffers

Not only INot only you

The whole society


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Do not scratch

your head.

Find a solution


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We need to Communicate

We need Communication Support

We need Development Communication

We need Communication Managers

sensitive to development needs


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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


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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


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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


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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


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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


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ASSUMPTION

Once environment is created, it

helps taking the development

efforts further


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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


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Bullet theory


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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


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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


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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


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Multiple source

Who

1

2

3

4

Who


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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


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S

MC R

SOURCE

MESSAGECHANNEL RECEIVER

Social context of Communication

Mass Communication Model: Maletzke (1963)


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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


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Two-steps flow theory

A a

Mass MediaMass Media

Two-step flow model: Katz and Lezarsfeld (1955)


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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.


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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


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PL. IDENTIFY


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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


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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


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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)


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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


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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)


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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


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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


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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


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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


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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


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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


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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


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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


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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


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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


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Programme Plan

The programme

Research based programme

Formative researchNeeds assessment

Profile research

Process research Feedback


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Programme Production

Communication packaging Concept testing

Format testing

Prototype production

Prototype testing


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Programme Delivery

Delivery of Information Transmission

Logistics

Deployment

Electrification

System availability

Reception

Maintenance


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Learning

Summative research Impact research

Qualitative

Quantitative

Total learning

SITE


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SITE

Satellite Instructional Television Experiment

SITE


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SITE

SITE The objectives

One point dissemination of information

Production/format testing

Technology testing

Management learning

Pedagogy learning

Social impact


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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


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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


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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


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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


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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


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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


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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


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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


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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.


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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


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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


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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


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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


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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


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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


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INTERPRETATION IN COMMUNICATION

Coding/decoding & interpretation incommunication

A a

Dd

M mm MX Y Z.

Sender

Receiver

Channel


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Barriers of behaviour change

Factors against behaviour change

Sequential model

Awarenes

s Socio-

Cultural

Values

Norms

StigmaTechno-logistic

Economic

Individual

motivation

Interpretation

THE FUTURE


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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


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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)?


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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


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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


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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


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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


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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


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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


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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


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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


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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


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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?


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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


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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


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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


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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


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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


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.. Our concern

Feed them beforeYou Milch


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Good Luck

Exercise


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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


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CLASS TEST


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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.

development communications

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