development journalism
DESCRIPTION
smjamaalTRANSCRIPT
Dev
elop
men
t Jo
urna
lism
/
Com
mun
icati
on
Con
text
of
Develo
pm
en
t S
up
port
/ C
om
mu
nn
icati
on Social Change
Communication Campaign
Prospects and Challenges of Development
Communication
Com
pone
nts
of S
ocia
l Ch
ange
Concept of Change
Levels of Change
Sources of Change
The Role of Opinion Leader
Obstacles to Change
Factors Influencing Change
The Communication Channels
Reducing Resistance to Change
Diffusion of Innovation
Step
s fo
r Pla
nnin
g a
Dev
elop
men
t Co
mm
unic
ation
Ca
mpa
ign
Concept of Campaign
Advantages of Campaign
Creating the Plan
Stages
Techniques of Campaign
Using Slogans
Selecting Media and Method
Pro
sp
ects
an
d C
hallen
ges
of
Develo
pm
en
t C
om
mu
nic
ati
on
Financial Problems
Lack of Education and Training
Control Over Media
Political Problems
Media Sociology
Adminitrative Problems
Economic Problems
Com
mu
nic
ati
on
Communication
Environment
Social
Meaning
Process
Symbols
Develo
pm
en
t
Old New
What is Development?
SocietyChange
Develo
pm
en
tWhat is Development?
Society
Social Advancement
Material Advancement
Para
dig
m o
f D
evelo
pm
en
t
Third World
Development Through
Communication
Daniel Lerner’sPassing of Information Society 1958
Emergence of Modernization Approach in communication
Dissemination of Modern Ideas throughMass Media Channels
on the notion that media messages have
direct impact
What is intended by Development?
Communication
Technology
Develo
pm
en
t C
om
mu
nic
ati
on
(P
osit
ive I
nfo
rmati
on
Exch
an
ge f
or
Socia
l C
han
ge)
Society/ Community
(Development)
Health /
Sanitation
Campaign
Educa
tion
Community
Mobilization
Develo
pm
en
t Jo
urn
alism
Development Process
Government Media
Develo
pm
en
t S
up
port
C
om
mu
nic
ati
on
Change & Development
Communication
Community (Grassroots Level)
ChangeAgent
ChangeAgent
ChangeAgent
ChangeAgent
DEVELOPMENT SUPPORT COMMUNICATION & CHANGE
Ch
an
ge
Positive Leading Human Beings Better Living
Conditions
Levels
of
Ch
an
ge
Com
mun
ity/
Soci
ety
Urba
niza
tion
Indu
stria
lizati
on
Mod
erni
zatio
n
Change in Peoples Physical Structure
Change in Technology
Social Organization
Normative Values
Demographic Characteristics
Agriculture
Health
Education
Variations among Communities from
one anotherVarious Levels
Different Forms
Size
Population
Composition
Age
Socio-Cultural Characteristics
Geographic Settings
Sou
rces o
f C
han
ge
Land
Workforce
Capital
Education
Opinion Leaders
Communication Channels
Professionals
Transportation
Government
Facto
rs
Infl
uen
cin
g
Ch
an
ge
Growth of Communication Institutions
Interpersonal Local Media Channels
Socio-Psychological Dynamics
Culture
Ob
sta
cle
s t
o
Ch
an
ge
Attitudes of Government
Partisan Communication
Lack of Sustained Planning
Cultural Factors
Urban-Based Planners
Alien Western Model
Red
ucin
g
Resis
tan
ce t
o
Ch
an
ge
Awareness (Extended Education)
Indepth Stuy of Peoples /Problems
Planned Participation of Media
Reducing Imbalance= Minimizing Frustration &
Destruction
Answering the Questions from Feedback
Clear Incentive
Selection of Change Volunteers
Diffusion of Innovations- Everett Rogers (1962)
Inn
ovati
on
sInnovation
An innovation is an idea, practice or object perceived as new by an individual or other unit of adoption
Mass Media
Interpersonal Com
munication
New
Media
An Innovation Communnicated through certain communication channels with in a Specific time period
Social System Diffused among the members of a Social System
Evere
tt R
og
ers
’ S
tud
ySimilarities found by Analyzing through thousands of diffusion
studies
1. An Innovation
4. The Element of Time
2.Communication from one person to another
3. A Society or Community Setting
Diff
usio
n o
f In
novati
on
Innovators
Late Majority
Early Adopters
Early Majority
Laggards
A predictable pattern
Innovation
Ad
op
ter
Cate
gori
es
the c
lassifi
cati
on
s o
f in
div
idu
als
w
ith
in a
socia
l syste
m o
n t
he
basis
of
inn
ovati
ven
ess 1-The Innovators
5- The Laggards2-The Early Adopters
3-The Early Majority
4- The Late Majority
1-
Th
e
Inn
ovato
rs2.5%
Brave Form Clique(a small group of people who spend their time together & do not welcome
other people into that group)
Adventurous
Experienced
Cosmopolitan(containing or having experience of people and things from many
different parts of the world)
2-
Earl
y
Ad
op
ters
13.5%Localite(belonging to a
certain specific area)
Have respect of others
Their Advice is Valued
Produce more Opinion Leaders
Sought Information about new Innovations
Tend to preserve that respect
More knowledgeable
Interested to be updated
3-
Earl
y
Majo
rity
34%Conscious
Serve the important function of legitimizing
an innovation
Convince the community about
innovation’s usefulness & desirability
Prefers to be Delibrate(action, movement or thought which is done
carefully without hurrying)
4-
Late
M
ajo
rity
34% Skeptical & Conscious about benefits of
adoption
Wait until most of community has adobted
before they act
Sometime Peer pressure or Social Pressure serves to motivate late majority
Often economic necessity induces Late Majority to
adopt the Innovation
5-
Th
e
Lag
gard
s16%
Tied to Past
Rest of the Society has move so far forward
from them
Adopt the Innovation when it has become
outdated
Tied to traditional way of doing things
Not willing to do something new
Different Adopter Categories
Planning Development Communication Campaign
Defining Emotion & Behavior
Emotion (احساس)• Mental states that typically
include feelings, psychological changes, & the inclination to act.
Behavior( کردار ٬عمل )• To Behave is to act in a particular
way that is action taken for doing something which someone wanted. Therefore someone’s behavior is how he behaves.
Att
itu
de(ویہر
٬ از
ند(ا An attitude is generally defined as a way a person responds to his or her environment,
either positively or negatively. This attitude can have a conscious and subconscious aspect.
Explaining Emotions, Behavior, & Attitude
• When someone has an urge to smoking (Emotion), he will typically smoke a cigarette (Behavior) ( Emotion+ Behavior) =Attitude (Smoker)• When he is influenced by some entity (event, idea, etc.), he will try to
quit the smoking ( New Attitude) • Cognitive dissonance will occur due to the tensions between his usual
behavior of smoking when he has an urge to smoke and newly build attitude towards the smoking• Cognitive consistency when he will be able to convince him to quit
smoking he will return back to his normal behavior, feeling comfortable as before
Dealing with Attitudes, Behavior, & Emotions
Attitude Behavior
Conflict
Cognitive DissonanceA state of tension that is produced when an individual experiences conflict between attitudes and behavior
Additional Info
Describing Attitudes and How they are formed & Predict
BehaviorEntity
Hard Work,Animals,
Coworkers,Our
Appearance
Emotion EmotionFavor Disfavor
AttitudeA Psychological tendency expressed by evaluating an entity (objects, events, or ideas) with some degree of
favor or disfavor
Good or Bad Behaviour
Bad or Good Behaviour
Behavior Behavior
Attempt
Pers
uasio
nر)ت
بغی
) Persons’s beliefs, Attitudes, Intensions, Motivations, or Behaviour
To Influence
PlannedAttempt
Pro
pag
an
daت, )
زاماال
ہیرتش
)
Collective Behaviour & opinion
communiction communicti
on
communiction
communicti
on
To influence
Use of multiple means of Communication
Systematic & one sided
Misleading or untrue information
Carried out in the interest of sender
Pu
blic
Rela
tion
sت )
لقاتع
امہ(ع
Two-way Communication
Doing good & getting credit for it
Attempts at Persuasion
Use Mass Media
Messages appear as features, news stories, or editorials, & the space or time involved is not paid
for
Ad
vert
isin
gش)
م
نارک
ر(ہت
1. Nonpersonal Presentation & Promotion of Ideas, goods, & services
toward a large group of anonymous people
3. by an identified sponsor
2. usually PaidAttempts at Persuasion
Uses Mass Media & Machine Assisted Communication
Marketing Function
Sponsored
One-way Marketing Communication
Pu
blicit
yت)
شرہ
)
The placing of stories in the mass media
A tool in PR process
One-way Communication
Persuasion involves certain processes of attitude change
Attitude Formation
Attitudes are Learned experiences
Direct Experience Social Learning
Major Influences on Attitude Formation
Direct ExperienceDeriving Attitudes from • Personal ExperiencesFeatures: availability, Powerful, more resistant to change
Social LearningDeriving Attitudes from• Family• Peer Groups• Religious Organizations• CultureFeatures: Not powerful, learned through observing models (others), not held confidently as are unavailable
Attitude Behavior Correspondence
(The degree to which an attitude predicts behavior)
Depends on Five Things:1. Attitude Specificity (= the quality of being clear and exact): greater
the attitude specificity, the stronger its link to behaviorExample:
Pro-Choice Candidates
Pro-anti abortion
candidate
Vote
Attitude Behavior Correspondence
(The degree to which an attitude predicts behavior)
2. Relevance (the degree to which something is related or useful to what is happening or being talked about)
Plane crash news in foreign place
Plane crash news in Local Town
Attitude Behavior Correspondence
(The degree to which an attitude predicts behavior)
3. The Timing of the MeasurementThe shorter the time between the attitude measurement and the observed behavior, the stronger the relationship.
Election PollingVoter preference
polls One year before Elections
Voter preference polls Election Polling
One month Before ElectionsMore Reliable
Attitude Behavior Correspondence
(The degree to which an attitude predicts behavior)
4. Personality FactorsLow self-monitor: greater
correspondence b/w attitudes & behavior thus rely on their internal
states when making decisions about behavior
High self-monitor: Less correspondence b/w attitudes &
behavior thus behave according to signals from others and
environment
Discussion
Attitude Behavior Correspondence
(The degree to which an attitude predicts behavior)
5. Social Constraints: Provides information about acceptable attitudes and behavior
Islamic Culture Hindu Culture
Persuasion Defined
. Human Communication
BeliefsValues
Attitudes
Modifying Modifying
Human communication that is designed to influence others by modifying their beliefs, values, or attitudes
Requirements for a Message to be Persuasive. Message
Recipient
GOALIntended
CommunicationIntended
Communication
Free Will
Not Forced
Persuasion & Attitude Change
• To understand how attitudes can change, it is necessary to understand the process of persuasion.
Process of Persuasion
Source TargetMessage
Source Characteristics
SourceExpertise
Trustworthiness
Attractiveness
Target Characteristics
Target Characteristics
Low Self-Esteem
Good Mood
High Self-Esteem
Extreme Attitude
Importance of Prime Time
Message Characteristics• Two sides of the Messages
• Undisguised attempts at changing attitude
• Less threatening approaches
• Emotional tone
• Example: Unpopular policy implementation for positive change but also acknowledging existence of another side• Cause an attitude change in
opposite direction as target feel his freedom is threatened• Less likely to elicit negative
reactions• More chances of success when
framed with the same emotion as that felt by the receiver
Com
mu
nic
ati
on
C
am
paig
n1.Puposive Attempts
4. generally for noncommercial benefits to the
individuals &/or society at large
2. to Inform, persuade, or motivate behavior changes
3. in a relatively well-defined & large audience
7. Often complemented by interpersonal support.
6. by means or organized communication activities involving mass media, &
5. typically within a given time period
Understanding/Concept of Communication Campaigns
1.
Cam
paig
n
Ob
jecti
ves &
Med
ia
Meth
od
Em
plo
yed
Objectives: Essence of Communication Appeals
Methods: Genre (style) of Communication
2.
Str
ate
gy t
o
Facilit
ate
Ch
an
ge
Education EnforcementEngineering
Three “E’s”
These three basic strategies of social control that have been identified as causing changes in levels of knowledge, attitudes, or behaviors
help in understanding campaings
3.
Pote
nti
al
Ben
efi
ts f
rom
P
rop
osed
Ch
an
ge
Pain or Gain that individuals or society will get by not complying or complying with the objectives of the
Campaign
4.
Th
e
Sta
keh
old
ers
Individuals
Government
MediaGroups Associations
Social Scientists
5.
Pu
blic
Perc
ep
tion
ab
ou
t th
e C
am
paig
n
Sta
keh
old
er
Entitled to do so Place messages on Public’s issue agenda Right to Offer messages
Entitlement: The concept of stakeholders & the personal relevance of an issue to them is known as entitlement
First-party entitlement Second-party entitlement
Ad
van
tag
es
of
Cam
paig
n
Ap
pro
ach
1. Easy to handle large & complex programmes of
public information & education
6. Repetitive pattern through multiple channels
enlarge the scope of learning
5. More chances to reach more audience
4. Helpful for producing a planned schedule of coordinated
activities, thus easy to adjust personnel efforts over a period
of time
2. Effective use of resources (time, funds, personnel) &
its coordination
3. Permits the use of combination of methods,
directed towards the same programme
Cre
ati
ng
th
e
Pla
n (
10
Pri
ncip
les)
1. Understand Historical & Conceptual Dimensions
6. Analyze & understaand the
audience
5. Apply formative evaluation
10. Identify reasonable criteria for campaign
success, & use summative evaluation to asses both
theory & program success
9. Undertand uses & contradiction of
mass media
7. Analyze & understand media
choices
8. Mix Multiple media & interpersonal channels
when cost effecttive
2. Apply & Extend Relevant Theory
3. Understand Theoretical implications & interaction of campaign components
4. Plan the campaign: match objectives to
individual cost-benefit
Stages
Sta
ge-1Identification of Objectives
Specify kind of Desired Change
Pinpoint intended audience
State the time period involved
Sta
ge-2
Analysis
Topic
Familiarity
Strong or Weak Scientific Base
Quick Understandability
Description
Agreement or Conflict with the current values & experiences of the audience
Sta
ge-2
Analysis
Situation
Great opportunity?
What efforts? Net results produced by these efforts?
What gap?
Sta
ge-2
Analysis
Audience
Major characteristics?(sex, edu, income, occupation,
age)
Number of audience targeted?
Goals related to topic?
Interest of audience?
Inhabitancy of the audience?
Feelings or opinions about topic?
Knowledge of topic?
Mass media they use?
Realiable stakeholders for audience?
Source of information about topic?
Sta
ge-2
Analysis
Sponsor
Importance of topic for DSC?
Available resources?State of urgency from DSC point of view of
topic?
Priority of topic in DSC?
Sta
ge-3
Formulation of the Plan
Methods to Use
Communication Channel
Schedule selection
Amount & Format of Message
Message Identification
Arrangements to collect feedback
Sta
ge-3
Formulation of the Plan
Timing the Campaign
When to begin?
When audience carry out actions?
When members take certain decisions relating to topic?
Sta
ge-3
Formulation of the Plan
Using slogans & symbols
Attract attention to the topic &
message
Creat unity among both audience & organization
Sustain interest among both audience &
organization
Easy to learn & remember
information
Emphasis should be on single idea
Memorable & easy to understand
Sta
ge-3
Formulation of the Plan
Pre-testing messages
Do Pilot Study
Sta
ge-3
Formulation of the Plan
Selecting media & methods
Use more than one communication
channel
Greater chances of access
More impact when communicated from
variety of media
Cover the audience’s different information
sources
Sta
ge-3
Formulation of the Plan
Providing Channels for information
Seeking
Live calls
Social media forums
sms service messages
Sta
ge-3
Formulation of the Plan
Involving People
Involving concerned people/organizations/aurthorities i.e,
Community leaders, public officials, & media representatives
at all stages i.e, planning, activities, evaluating results & publishing campain results
Decid
ing
H
ow
Mu
ch
is
En
ou
gh
Audience
Message
Message
Exposing atleast twice to each intended audience
Pacin
g t
he
Cam
paig
n
Timing of the Campaign
Right season to start
campaign
Peak Low Average0
1
2
3
4
5
6
Chart Title
Series 1 Series 2 Series 3
Usin
g
Cale
nd
ar
&
Work
Ch
art
s
Campaign period 1 Campaign period 2 Campaign period 3
Mass Media Local News Papers Opinion Leaders
Week 1 Week2 Week3
Before During After
Evalu
ati
ng
th
e
Cam
paig
nObjectives Achieved? Resource availability?
Deadline met?
Results of Desired changes achieved?
State of coopertation with partners?
Amount & kinds of feedback from target
audience?
Tech
niq
ues o
f C
am
paig
ns
Letter Writing RadioLeaflets/Flyer
Writing as an individual or group
Panel Debates/Guest Speakers
Writing a Press Release
Letter Writing CampaignHolding Student
MeetingsKeeping the Momentum going in your campaign
(keep everyone informed of developments within the
campaign)Holding a
Demonstration or LobbyPostcards
Using Transport
Social Media
OutdoorDirect Action
Using the Media
Contacting the Media
Alumini/Celebrity Support
Writing to the Press
Petitions ( using the law to achieve your goals)
Prospects & Challenges of DC in Pakistan
Financial Problems
Dependent on Foreign Aid
Foreign Intervention
Lack of Revenue
Slow development
Lack of Education & Training
Create Misunderstandings
Failure of DC programs
Waste of Resources
Unavailability of Opinion Leaders
Control over Media
Unavailability of Communication
Channels
Emergence of Media Moguls
Media Conglomerates
Private Ownership
Political Problems
Unstable Political Situation
TerrorismHesitant Donors
Hurdles in DC programs
Economic Problems
Weak Economy
Programs future at steak
Delayed initiation of DC programs
Lack of funding
Administrative Problems
Corruption
Unfriendly behavior
Delayed processes of administrative
matters
Hurdles in DC programs
Sociology
Study of human social behavior
Study of Social actions
Study of Social organization,
structure
Study of changes in society
Media Sociology
Control over media
Role of media in society/social
change
Types of media available in
society
Media organizational
structure
Development Communication(BS-5th Semester)University of the Gujrat, PakistanCourse Instructor: Syed Muhammad JamalPh.D Fellow, Islamia University [email protected]