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