DEVC 434
Social Behavioral Change Communication
[Week 2]
Melvin Nunez
BS Development Communication
Batangas State University Pablo Borbon
Revisiting Development Communication
I. What is Development Communication?
As defined at the University of the Philippines Los Baños, it is the interaction of two
social processes – development and communication – in any given environment.
In 1971 it was tentatively defined as the art and science of human communication
applied to the speedy transformation of a country and the mass of its people from
poverty to a dynamic state of economic growth that makes possible greater
social equality and the larger fulfillment of the human potential.
Fifty years and several other versions of the first definition later, development
communication is now described as the science of human communication linked
to the transitioning of communities from poverty in all its forms to a dynamic,
overall growth that fosters equity and the unfolding of individual potential
Development communication has a lot of influence on behavioral and
perception changes in a society. Its focus is appreciated in changing the way a
country perceives crisis and its influence on the decisions made in such situations.
Dr. Quebral stressed that Development Communication should be accepted first
before it can be used. Development communicators must always engage
professionals, policymakers, and administrators as they can be “just as resistant to
change and as traditional in their ways of thought”.
II. Are the two processes of development and communication co-equal?
Development could be regarded as the weightier one, it being the progressive
improvement of the quality of life that needs to happen. But communication is
the vehicle that carries development onward.
III. What have been the changes in how development is viewed?
From simply being economic development in the 1950s, it quickly took on the
social aspect as well. Then it became “another” development, which later
metamorphosed into integrated rural development to participatory
development and thence to sustainable development, with several other
approaches in-between. Among other qualifiers in present use is “inclusive” and
“long-term”.
There is less reliance nowadays on central government as the orchestrator of
development. Instead, the focus is on the capacity of communities and
individuals to set their goals and work towards them in a manner that does not
damage the environment or destroy natural resources. The change shifts more
responsibility to the nonformal educational sector of a developing country and
to nonformal methods of building up the capacities of individuals.
The nature and scope of the development desired may vary by society. But at
the core of each are sustainable development goals.
IV. The Changes in Communication
The major change has come from remarkable innovations in the media through
which communication processes happen. In many cases, the mass media has
been edged out by digital media, mobile media and social media, all are
associated with the computer, broadband, and the internet.
Information and communication technology has become pocket-sized, portable,
personal and affordable. It has changed the nature of mediated communication,
eaten into the traditional preserves of mainstream media, and virtually
segmented its users by age and income. It has made direct participation in
governance possible, for one thing, exemplified by the relatively peaceful
political revolutions since the last century. Its other possible normative uses for the
development of the poor awaits further study and practice.
V. So, who is a Development Communication Practitioner?
He/She/They is/are someone who
a. understands the process of development, the process of communication,
and the environment in which the two processes interact;
b. is not only knowledgeable in communication skills and techniques but is
also proficient in the subject matter to be communicated;
c. has internalized the values inherent in equity and the unfolding of individual
potential;
d. has firsthand knowledge of the several kinds of end users of development
communication.
But most of all, the crucial requisite for a development communicator is a sense
of commitment, the acceptance of individual responsibility for advancing human
development.
VI. The Vicious Cycle of Poverty
The cycle of poverty refers to a self-perpetuating pattern in which individuals or
families experience poverty and find it difficult to escape from it. It involves a
combination of economic, social, and psychological factors that create barriers
and keep people trapped in poverty across generations.
The cycle tends to reinforce itself and make it challenging for individuals to break
free from poverty's grip.
In 2024, 712 million people are living in extreme poverty, a marked increase from
2020 spurned by the impacts of COVID-19, conflict and extreme weather. For
those affected, circumstances fuel a cycle of poverty that they're unlikely to
break on their own. Many have inherited this cycle from their parents. Many will
pass it on to their own children.
The key factors pertaining to the cycle of poverty are:
1. Limited access to education
Poverty often leads to inadequate access to quality education. This can result
from various factors such as unaffordable school fees, lack of transportation, or
poor-quality schools in economically disadvantaged areas. Limited education
reduces individuals' opportunities for skill development and decreases their
chances of securing better-paying jobs.
2. Lack of employment opportunities
Poverty can be perpetuated by the scarcity of job opportunities, especially in
areas with high unemployment rates and limited economic growth. This can lead
to a reliance on low-wage jobs or the informal sector, which offers little job security
or opportunities for advancement.
3. Insufficient access to resources
Poverty often limits access to essential resources such as healthcare, nutritious
food, clean water, and adequate housing. These limitations can negatively
impact individuals' health, well-being, and overall productivity, making it even
more challenging to escape poverty.
4. Limited social capital
Social capital refers to the networks, relationships, and support systems that
individuals have access to. Poverty can isolate individuals from such social
networks and make it difficult for them to tap into resources, opportunities, and
knowledge that could help break the cycle. Limited social capital can also result
in a lack of role models and mentors who can provide guidance and support.
5. Inter-generational transmission
Poverty can be transmitted from one generation to the next. Children growing up
in poverty often face a range of disadvantages that hinder their development,
such as inadequate nutrition, limited access to education, and exposure to high
levels of stress. These circumstances can increase the likelihood that they will
remain in poverty as adults, continuing the cycle.
6. Psychological factors
The experience of poverty can also have psychological effects, including low self-
esteem, a sense of hopelessness, and a lack of confidence in one's ability to
escape poverty. These psychological barriers can further impede individuals'
efforts to break free from the cycle.
The Vicious Cycle of Poverty in low-income countries
The cycle of poverty in low-income countries encompasses the complex interplay
of economic, social, political, and environmental factors that contribute to the
perpetuation of poverty at both the individual and societal levels.
1. Limited access to resources and opportunities
Many individuals in low-income countries lack access to essential resources such
as education, healthcare, clean water, sanitation facilities, and energy services.
This limited access hampers their ability to escape poverty as they face barriers to
obtaining quality education, healthcare services, and employment opportunities.
2. High levels of inequality
Low-income countries often experience significant income and wealth disparities,
with a small portion of the population controlling a large share of resources. This
inequality exacerbates the cycle of poverty as it limits opportunities for upward
mobility, perpetuates social exclusion, and reinforces the concentration of wealth
and power in the hands of a few.
3. Weak infrastructure and services
Inadequate infrastructure, including transportation, communication, and energy
systems, can hinder economic development and access to basic services.
Insufficient infrastructure limits connectivity, trade, and market access, impeding
economic opportunities and perpetuating poverty.
4. Vulnerability to external shocks
Developing countries are often more vulnerable to external shocks such as
economic crises, natural disasters, and climate change. These shocks can disrupt
livelihoods, destroy infrastructure, and exacerbate poverty, particularly among
those already living in precarious conditions.
How can we break the cycle of poverty?
Breaking the cycle of poverty requires addressing these interconnected factors
through comprehensive and targeted methods. This can include improving
access to quality education, creating job opportunities and skills training
programs, ensuring access to essential services, and fostering supportive social
networks. Additionally, policies that promote economic growth, reduce income
inequality, and empower individuals and communities can contribute to breaking
the cycle of poverty.
“Communications” and “Communication” are not the same thing.
The plural form refers to activities and products; the singular refers to the process.
It emphasizes communication’s dialogical and analytical functions rather than its
informative nature and use of media products.
Everyday communication is not professional communication
All human beings are born with the ability to communicate, but not all of us can
communicate strategically. A professional (development) communication
specialist understands relevant theories and practices and can design strategies
to achieve intended objectives using the full range of communication
approaches and methods.
Development Communication is different to other types of communication
The World Bank distinguishes between advocacy communication, corporate
communication, internal communication and development communication.
Each has a different scope and requires specific knowledge and skills to be
performed effectively. Expertise in one area of communication is not sufficient to
ensure results in another.
Development Communication is not about selling ideas
We have moved beyond the linear sender-message-channel-receiver model,
whose purpose was to inform audiences and persuade them to change. The
scope of development communication includes an analytical aspect and a
dialogical one – it is intended to open public spaces where stakeholders can air
and assess their perceptions, opinions and knowledge.
Research must precede strategy
A communication professional should not design a communication campaign or
strategy without having all the relevant data to inform his or her decision.
Assumptions based on experts' knowledge should always be triangulated with
other sources to ensure their overall validity.
A Development Communication specialist needs to be
• Familiar with different communication theories, models, and applications.
• Familiar with the basic principles and practices of related disciplines, such as
anthropology, marketing, sociology, ethnography, psychology, adult
education and social research.
• Empathic and willing to listen and facilitate dialogue to elicit and
incorporate stakeholders' perceptions and opinions.
• Consistently issue-focused, rather than institution-focused.
Development communication support can only be
as effective as the project itself
Excellent communication strategies will fail if the objectives of the projects they
are meant to support are not properly determined, if they do not enjoy consensus
from stakeholders, or if the activities are not implemented in a satisfactory manner.
Development communication is never a quick fix exercise in short-term damage
control. When tight deadlines and budget cause the basic foundations of
development communication to be neglected, the results are usually
disappointing, especially over the long term.
Development Communication is not only about Behavior Change
Development communication is also about probing socioeconomic and political
factors, identifying priorities, assessing risks and opportunities, empowering people,
strengthening institutions and promoting social change within complex cultural
and political environments. The reality of development is complex and often
requires changes beyond specific individual behaviors.
Media and information technologies are not the backbone of development
communication
As a matter of fact, development communication works its magic before media
and information and communication technologies are even considered. Their
application comes at a later stage, and their impact is greatly affected by the
communication work done in the research phase. Unless media products are
used in connection with other approaches and based on proper research, they
seldom deliver the intended results.
Participatory approaches and participatory communication approaches are
not the same thing
Most participatory approaches do not usually assess the range and level of
people's perceptions and attitudes on key issues, identify communication entry
points, and map out the information and communication systems that can be
used later to design and implement the communication strategy. These are all
activities carried out in a participatory communication assessment.
