detailed outline of chapter 9: Milestones in communication and national development

jihad Faroukhi
Dr. Ibahrine

I. Post World War Two Realities

• increased birth rate and infant mortality rates
• Marshall Plan apply a similar model to conditions in Africa, Asia, Latin America, and the Caribbean-spheres of influenceability of powerful states to impose their will on other states through economic, cultural, and military means.
• UN has played a major role in development of the field of communication for development

II. What is Development?

• a complex, integrated, participatory process involving stakeholders and beneficiaries and aimed at improving quality of human life.
• stakeholders include national gov. and politicians, development assistance agencies (USAID), private sector, NGOs, and cultural leaders-Andrew Moemeka (2000): Comm. for development has two roles:

1. support social chance that aims for higher quality of life
2. socialization- an environment which supports positive social change
III.Communication for Development
most theories emerged out of the modernization paradigm-Everett Roger's A History of Communication Study (1994)
a. Southeastern Ohio, problems with unemployment, obesity, and environmental degradation-coal mining; logging-participatory and sustainable
b. The Caribbean Community-problems with disease (dengue, malaria)-PAHO, CANA
IV. The Modernization Model

• dominant paradigm (modernization model)-dependency paradigm (dependency critique)-alternative paradigm (another development, participatory model)

V. The 1980s: Development Support Communication and Project Support Communication

• UNDP, UNICEF-DEVELOPMENT SUPPORT COMMUNICATION-Childers (1973)
• "use of communication techniques to elicit voluntary and active participation of people in development planning and action"
• Dependency Critique
• Wallerstein, Frank, Prebischglobal economic relations are dominated by the global North, therefore contributing to the underdevelopment of the developing world.
• development sabotage communication

VI. Contemporary Strategies in Communication for Development
1. Public Awareness Campaigns-PSAs (Public Service Announcements)health, wellness, M.A.D.D
2. Social Marketing-reproductive health, immunization, and childhood diseases
3. Entertainment Education-HIV/AIDS prevention-domestic violence-New Life, New Hope
4. Advocacy-stakeholders in development process who promote interventions by reporting on positive experiences and benefits-Arab Women Speak Out