Development communication refers to the use of communication to facilitate social development. It is a two-way process for sharing ideas and knowledge using a range of communication tools and approaches that empower individuals and communities to take actions to improve their lives. Development communication is intended to build consensus and facilitate knowledge sharing to achieve positive change in development initiatives. It disseminates information and employs empirical research, two-way communication, and dialogue among stakeholders. It is a management tool to help assess socio-political risks and opportunities.
Development communication is a response to historic, social, and economic factors that limit access to information and citizen participation. These include poverty and unemployment, limited access to basic services, remote settlement patterns, lack of access to technology, lack of information, inadequate health services, lack of education and skills, and lack of infrastructure.
Development communication is characterized by conceptual flexibility and diversity of communication techniques used to address the problem. Some approaches in the “tool kit” of the field include information dissemination and education, behavior change, social marketing, social mobilization, media advocacy, communication for social change, and participatory development communication.
Development communication is a vital aspect of journalism that focuses on the dissemination of information with the goal of promoting social and economic progress. It goes beyond conventional journalism, which primarily focuses on reporting events, and takes a more proactive role in facilitating social change. Development communication involves the use of media platforms to address societal issues, foster dialogue, and advocate for inclusive development. Its primary objective is to empower marginalized communities, amplify their voices, and promote their participation in decision-making processes.
In summary, development communication is a field that focuses on the use of communication strategies and media platforms to promote social and economic development. It involves the exchange of information, ideas, and knowledge to bring about positive change, empower communities, and address developmental challenges.
