A quick-revision summary of Class 12 Home Science Chapter 13: Development Communication and Journalism. For full explanations, figures and exam tips, read the detailed notes of this chapter.
1 Key definitions
Terms to learn
Developmentpositive, permanent changes in the socio-economic and cultural lives of the majority, without exploitation or violence
Development Journalismsuccess stories of people who adopted new technologies and methods and helped society; came after the colonial era
Development Communicationcommunication used systematically as a catalyst for social development; coined in 1972 by Nora Quebral
Advocacybeing an advocate for a cause (not legal); lobbying governments and multilateral bodies
Campaignmeetings, tours, articles, leaflets, exhibitions combined on a theme for a predefined period
PSAbrief 10-60 second message for public good between programs, generally a jingle
ICTsumbrella term: computer hardware and software, digital broadcast, telecommunications
2 Unit introduction and significance
- 17 SDGs set by world leaders in 2015; global but adapted locally; human development for everyone, everywhere
- India’s challenges: poverty alleviation, food security, health and sanitation, non formal education, environmental conservation, gender equity, met through extension programmes
- Employers: ministries, international agencies, NGOs, voluntary agencies, corporate bodies (CSR); work on SBCC strategies
- Other names: Extension Education, Extension and Development Communication, Home-Science and Communication Management, Development Communication and Extension, Extension and Communication
- Journalism: from the right to opinion and expression; inseparable part of democracy; people’s participation is its foundation; Press = fourth pillar; conceptual flexibility
- Communication creates awareness of technologies, mobilises people, links Government agencies, NGOs and people
3 Development communication
- Four features: oriented to socio-economic development and happiness; informs and educates; combines mass media and interpersonal channels; based on audience characteristics and environment
- Two way process between those who have information and those who are ignorant; innate ability; motivation the key element; dialogue; consensus; concerted action
- Other countries: Brazil, Peru, Indonesia, Bangladesh; campaigns on smoking, TB, HIV/AIDS, sanitation literacy, immunisation, safe child birth, ‘Jago Grahak Jago’
4 Red Ribbon Express
| Point | Fact |
|---|---|
| Issue | HIV/AIDS awareness; a multi media campaign |
| Train | Seven coaches; two doctors’ cabins, counselling cabins, touch screens, 3-D models, LCD projector, folk platform |
| Reach | Over 9,000 km a year; 180 districts/halt stations; 43,200 villages |
| Journey | From Kanyakumari, ‘parikrama’ style; IEC activities (street plays, folk songs, stories, group counselling); local youth groups |
| Partners | NACO, NYKS, UNICEF, UNAIDS, with Indian Railways |
| Aims | Primary prevention information; reduce stigma and discrimination; knowledge of prevention, health habits, lifestyle |
5 Four methods of communication
| Method | Remember |
|---|---|
| 1. Campaign | Intensive, specific message, dramatics, memory, conducive environment. Swachh Bharat Mission: 2nd October 2014, Janandolan, open-defecation-free rural areas 2014 to 2019, toilets, monitoring |
| 2. Radio and TV | Most popular, cheapest, convenient; radio beats print (poor literacy) and TV (lower cost); most accessible; mobile medium. Programmes: news, interviews, discussions, documentaries, drama, quiz. PSA: 10-60 s, jingles, catchy slogans, repetition |
| Community radio | Ministry of Information and Broadcasting; small investment, NGO training; limited area; run by local people; local dialect; licence to NGOs and educational institutions; prerequisites: participatory content development and appraisal, rapport; Vanasthali Vidyapeeth (Rajasthan), SEWA (Gujarat), DU FM (North Delhi) |
| EDUSAT and TV | EDUSAT September 2004, first education-only satellite, distance education. TV: talk shows, reality shows, competitions; ‘Kyunki Jeena isi Ka Nam hai’, ‘Main Kuch Bhi Kar Sakti Hun’ |
| 3. Print media | Mostly urban news; rural low in priority; medium of continuous education. Project Village Chhatera: 1969, Northwest Delhi, Hindustan Times fortnightly column, brought machines, bridges, roads, banks. Journalist: stories, story leads, internet, computer literacy |
| 4. ICTs | Umbrella term; mobile phones for markets, banking, employment, public services; transformative; tele-centres: SARI, Tamilnadu, some 80 kiosks; SEWA: informal sector women, full employment and self-reliance, Community Learning Centres |
6 Skills and careers
- Skills: cognitive, creative, media designing and production, technical (camera, video, editing), laws and regulations, presentation and interviewing, journalistic + presentation, questioning ability, adventure and travel, working with diverse groups (‘helping people help themselves’), leadership, good listener, interpersonal, language and computer (Word, Excel, PowerPoint)
- Scope: information dissemination and education, behavior change, social marketing, media advocacy, communication for social change, participatory development communication
- Careers: Development Journalist; Research scholar; Trainer; Freelancer and consultant. Jobs satisfying economically and psychologically
- Practical 1: radio PSA study; 8 description and 10 rating parameters; Excellent 3 to Poor 0; Total /30
More for this chapter