2.1.2 HOW TO DEFINE IT?

The concept of development communication has been defined in very many ways:

Isang Bagsak has defined it as an “instrument in development projects… to spread information and contribute to behaviour change” by improving “opportunities for community dialogue and access to information”, thus ensuring citizens’ “participation in political communities” [www.comminit.com/planningmodels/pmodels/planningmodels-55.html].

It has also been defined as a “process of identifying, segmenting and targeting specific groups and audiences with particular strategies, messages and training programmes through various mass media and interpersonal channels, traditional and non-traditional” [McKee 1992, as quoted in ibid].

Rockefeller Foundation [2000, as quoted in ibid], however, has defined development communication as “a process of dialogue, information sharing, mutual understanding and agreement, and collective action”.

Another definition is that “development communication is a branch of communication theory or practice that is concerned with applying insights from communication theory to address problems of development and modernization” [http://encyclopedia.thefreedictionary.com/Development%20communication]. It aims “to find strategies for mobilizing people, and consequently resources, for developmental goals” [Ibid].

Whereas, the World Bank defines it as a process that “involves creating mechanisms to broaden public access to information on reforms; strengthening clients' ability to listen to their constituencies and negotiate with stakeholders; empowering grassroots organizations to achieve a more participatory process; and undertaking communications activities that are grounded in public opinion research” [www.worldbank.org/developmentcommunications/].

Thus, the objectives of development communication can be summarized as follows:
• It communicates messages with a developmental goal
• It hopes to bring about reforms for the betterment of the public at large
• The message communicated is not only supposed to affect the people but also change their behaviour in a certain way
• It improves public access to information and resources
• It also improves community dialogue and mobilizes people to share information. This would bring about harmony and peace in the society
• It ensures political participation
• It empowers the grassroots to participate in activities that affect the society
• All the message communicated are grounded in public opinion research