Development

Journalism/
Communicati
on

Context of
Development
Support/
Communnication

Social Change

Communication
Campaign

Prospects and
Challenges of
Development
Communication

Components of
Social Change

Concept of Change

The
Communication
Channels
Factors
Influencing
Change

Levels of Change

Obstacles to
Change

Sources of Change

Reducing
Resistance to
Change

The Role of
Opinion Leader

Diffusion of
Innovation

Steps for Planning

a Development
Communication
Campaign

Concept of
Campaign

Techniques of
Campaign

Advantages
of Campaign

Using Slogans

Creating the
Plan

Selecting
Media and
Method

Stages

Prospects and Challenges

of Development
Communication

Financial
Problems

Adminitrative
Problems

Lack of
Education
and Training

Media
Sociology

Control Over
Media

Economic
Problems

Political
Problems

Communication

Environm
ent
Social
Meaning

Communication
Process
Symbols

Development

What is Development?

Old

New

Development

What is Development?
Social
Advancem
ent

Socie
ty

Change

Society
Material
Advancem
ent

Paradigm of
Development

What is intended by
Development?
Daniel Lerners
Passing of Information Society 1958
Emergence of Modernization Approach in
communication

Developmen
t Through
Communicat
ion

Third
World

Dissemination of
Modern Ideas
through
Mass Media
Channels on the
notion that
media messages
have direct
impact

Society/
Communit
y
(Developm
ent)

ca

ti
on

S He
C an alt
am it h
a
p tio /
ai n
g
n

Ed
u

Development
Communication (Positive
Information Exchange for
Social Change)

Communication

Technology

Co
M m
ob m
ili un
za i t
ti y
on

Development
Journalism

Governme
nt

Development
Process

Media

Development
Support
Communication

Communication

Chang
e
Agent

Chang
e
Agent

Chang
e
Agent

Community (Grassroots Level)

Change &
Development

Chang
e
Agent

DEVELOPMENT SUPPORT
COMMUNICATION & CHANGE

Change

Human
Beings

Positive
Leading

Better
Living
Conditions

Population

Composition

Age
Socio-Cultural
Characteristics
Geographic
Settings

Ur
ba
niz
at
o
Mo
i
der Community/ Society n
niza
ti
Industrializ
on
ation

Levels of
Change

Variations
among
Communities
from one
another
Size

Various
Levels
Different
Forms
Change
in Peoples
Physical Structure
Change in
Technology
Social Organization
Normative Values
Demographic
Characteristics
Agriculture
Health
Education

Sources of
Change

Land

Communicati
on Channels

Workforce

Professional
s

Capital

Transportati
on

Education

Government

Opinion
Leaders

Factors Influencing
Change

Growth of Communication
Institutions
Interpersonal Local Media
Channels
Socio-Psychological
Dynamics
Culture

Obstacles to
Change

Attitudes of
Government
Partisan
Communication
Lack of Sustained
Planning
Urban-Based Planners
Cultural Factors
Alien Western Model

Reducing
Resistance to
Change

Awareness (Extended
Education)

Selection of Change
Volunteers

Indepth Stuy of
Peoples /Problems

Clear Incentive

Planned Participation
of Media

Answering the
Questions from
Feedback

Reducing Imbalance=
Minimizing
Frustration &
Destruction

Diffusion of Innovations- Everett

Rogers (1962)

Social System

New Media

Mas
s
Med
ia

Interpersona
l
Communicat
ion

Innovations

Innovatio
n

An innovation is
an
idea,
practice
or
object
perceived
as
new
by
an
individual
or
other unit of
adoption
An
Innovation
Communnicated
through
certain
communication
channels with in a
Specific time period
Diffused
among
the
members of a
Social System

Everett Rogers
Study

Similarities found by
Analyzing through
thousands of diffusion
studies

1. An Innovation

2.Communication
from one person
to another

3. A Society or
Community
Setting

4. The Element of
Time

Diffusion of
Innovation

Innovatio
n

Innovators
Early Adopters
Early Majority
Late Majority
Laggards

A predictable
pattern

the classifications of individuals within a

social system on the basis of
innovativeness

Adopter Categories

1-The
Innovators
4- The Late
Majority

2-The
Early
Adopters
5- The
Laggards

3-The Early
Majority

Form Clique(a small group of

2.5%

1- The
Innovators

Brave

people who spend their time

together & do not welcome other
people into that group)

Cosmopolitan(containing or
Adventurous

Experienced

having experience of people and

things from many different parts
of the world)

2- Early
Adopters

13.5
%

Localite(belonging
to a certain specific
area)

More
knowledgeable

Produce more
Opinion
Leaders

Their Advice is
Valued

Interested to
be updated

Have respect of
others

Sought
Information
about new
Innovations

Tend to
preserve that
respect

3- Early
Majority

34%

Conscious

Prefers to be
Delibrate(action,
movement or thought
which is done carefully
without hurrying)

Serve the
important
function of
legitimizing an
innovation

Convince the
community about
innovations
usefulness &
desirability

4- Late
Majority

34%

Skeptical &
Conscious about
benefits of
adoption
Wait until most of
community has
adobted before
they act
Sometime Peer
pressure or Social
Pressure serves to
motivate late
majority

Often economic
necessity induces
Late Majority to
adopt the
Innovation

5- The
Laggards

16%

Tied to Past

Adopt the
Innovation when
it has become
outdated

Tied to
traditional way
of doing things

Rest of the
Society has
move so far
forward from
them

Not willing to do
something new

Different Adopter Categories

Planning Development
Communication Campaign

Defining Emotion & Behavior

Emotion ()

Mental states that typically include feelings, psychological

changes, & the inclination to act.

Behavior( )

To Behave is to act in a particular way that is action taken for

doing something which someone wanted. Therefore
someones behavior is how he behaves.

Attitude(
)

An attitude is generally defined as

a way a person responds to his or
her environment, either positively
or negatively. This attitude can
have a conscious and subconscious
aspect.

Explaining Emotions, Behavior,

& Attitude
When someone has an urge to smoking (Emotion), he
will typically smoke a cigarette (Behavior) ( Emotion+
Behavior) =Attitude (Smoker)
When he is influenced by some entity (event, idea, etc.),
he will try to quit the smoking ( New Attitude)
Cognitive dissonance will occur due to the tensions
between his usual behavior of smoking when he has an
urge to smoke and newly build attitude towards the
smoking
Cognitive consistency when he will be able to convince
him to quit smoking he will return back to his normal
behavior, feeling comfortable as before

Dealing with Attitudes,

Behavior, & Emotions
Conflict
Attitude

Additional
Info
Behavior

Cognitive Dissonance
A state of tension that is produced
when an individual experiences conflict
between attitudes and behavior

Describing Attitudes and How

they are formed & Predict
Behavior
Bad or Good
Good or Bad
Entity

Behaviour

Favor

Emotion

Hard
Work,
Animals,
Coworkers
,
Our
Appearan
ce

Behaviour

Emotion

Disfavor

Attitude
Behavio
r

A Psychological tendency expressed by

evaluating an entity (objects, events, or
ideas) with some degree of favor or
disfavor

Behavio
r

Persuasion(
)

Attempt
Personss beliefs,
Attitudes, Intensions,
Motivations, or Behaviour
To
Influenc
e

co
m
m
io uni
n
c

Systematic &
one sided

Planne
d
Attemp
t

m
io un
n

ic
t

Collective
Behaviour &
opinion

co
m

Propaganda(,
)

Use of multiple
means of
Communication

To
influenc
e

ct
i
n

u
m n
m io
o
c

Carried out in
the interest of
sender

co
m
m
io uni
n
ct

Misleading or untrue
information

Public
Relations(

)

Doing good & getting

credit for it

Use Mass Media

Attempts at
Persuasion

Messages appear
as features, news
stories, or
editorials, & the
space or time
involved is not
paid for
Two-way
Communication

Advertising(
)

1. Nonpersonal
Presentation &
Promotion of Ideas,
goods, & services
toward a large
group of anonymous
people

2. usually Paid

Uses Mass Media

& Machine
Assisted
Communication
Marketing
Function
Attempts at
Persuasion

Sponsored
3. by an
identified
sponsor

One-way Marketing
Communication

Publicity ()

The placing of stories

in the mass media

A tool in PR
process

One-way
Communicatio
n

Persuasion involves certain

processes of attitude change

Attitude Formation
Attitudes are
Learned
experiences
Direct
Experience

Social
Learning

Major Influences on Attitude

Formation
Direct Experience

Social Learning
Deriving Attitudes from

Deriving Attitudes from

Personal Experiences

Features: availability, Powerful, more resistant to change

Family

Peer Groups

Religious Organizations

Culture

Features: Not powerful, learned through observing

models (others), not held confidently as are unavailable

Attitude Behavior
Correspondence
(The degree to which an attitude predicts behavior)

Depends on Five Things:

1. Attitude Specificity (= the quality of being clear and
exact): greater the attitude specificity, the stronger its
link to behavior
Example:

ProChoice
Candidate
s

Vo
te

Pro-anti
abortion
candidat
e

Attitude Behavior
Correspondence
(The degree to which an attitude predicts behavior)

2. Relevance (the degree to which something is related or

useful to what is happening or being talked about)

Plane crash
news in
foreign place

Plane crash
news in Local
Town

Attitude Behavior
Correspondence
(The degree to which an attitude predicts behavior)

3. The Timing of the Measurement

The shorter the time between the attitude measurement
and the observed behavior, the stronger the relationship.
Voter
preference
polls

More
Reliable

One year before Elections

Voter
preference
polls

One month
Before
Elections

Election Polling

Election Polling

Attitude Behavior
Correspondence

Discussi
on

(The degree to which an attitude predicts behavior)

4.
Personality
Factors
Low
self-monitor:
greater
correspondence b/w
attitudes & behavior thus
rely on their internal states
when making decisions
about behavior

High self-monitor: Less

correspondence b/w
attitudes & behavior thus
behave according to
signals from others and
environment

Attitude Behavior
Correspondence
(The degree to which an attitude predicts behavior)

5. Social Constraints: Provides information about

acceptable attitudes and behavior

Islamic
Culture

Hindu
Culture

Persuasion Defined
Human
Communicatio
n

Modifying

Beliefs
Values
Attitudes

Modifying

Human communication that is designed

to influence others by modifying their
beliefs, values, or attitudes

Requirements for a Message to

be Persuasive
Not Forced

Message

Intended
Communication

G
O
A
L

Free Will
Recipient

Intended
Communication

Persuasion & Attitude Change

To understand how attitudes can change, it is necessary
to understand the process of persuasion.
Process of Persuasion

Source

Message

Target

Source Characteristics
Source
Expertise
Trustworthine
ss
Attractiven
ess

Target CharacteristicsImportance
of Prime
Time

Target Characteristics
High
SelfEsteem

Low
SelfEsteem
Good
Mood

Extrem
e
Attitud
e

Message Characteristics
Two sides of the Messages

Undisguised
attempts
changing attitude
Less
approaches
Emotional tone

at

threatening

Example: Unpopular policy implementation for positive

change but also acknowledging existence of another
side

Cause an attitude change in opposite direction as

target feel his freedom is threatened

Less likely to elicit negative reactions

More chances of success when framed with the same

emotion as that felt by the receiver

Communication
Campaign

1.Puposive Attempts

5. typically within a
given time period

2. to Inform,
persuade, or motivate
behavior changes

6. by means or
organized
communication
activities involving
mass media, &

3. in a relatively welldefined & large

audience

7. Often
complemented by
interpersonal support.

4. generally for
noncommercial
benefits to the
individuals &/or
society at large

Understanding/Concept of
Communication Campaigns

1. Campaign
Objectives & Media
Method Employed

Objectives: Essence of
Communication Appeals

Methods: Genre (style) of

Communication

2. Strategy to
Facilitate Change

Education

Engineering

Enforcement

Three Es

These three basic strategies of social control that

have been identified as causing changes in levels
of knowledge, attitudes, or behaviors help in
understanding campaings

3. Potential
Benefits from
Proposed Change

Pain or Gain that individuals or society

will get by not complying or complying
with the objectives of the Campaign

4. The
Stakeholders

Individuals

Groups

Government

Associations

Media

Social Scientists

5. Public
Perception about
the Campaign
Stakeholder

Entitled to do so

Place messages
on Publics issue
agenda

Right to Offer
messages

Entitlement: The concept of stakeholders & the

personal relevance of an issue to them is known as
entitlement

First-party
entitlement

Second-party
entitlement

Advantages of
Campaign
Approach

1. Easy to handle
large & complex
programmes of
public information
& education

4. Helpful for producing

a planned schedule of
coordinated activities,
thus easy to adjust
personnel efforts over a
period of time

2. Effective use of
resources (time,
funds, personnel) &
its coordination

5. More chances to
reach more
audience

3. Permits the use

of combination of
methods, directed
towards the same
programme

6. Repetitive
pattern through
multiple channels
enlarge the scope
of learning

Creating the
Plan (10
Principles)

1. Understand
Historical &
Conceptual
Dimensions
2. Apply &
Extend
Relevant
Theory
3. Understand
Theoretical
implications &
interaction of
campaign
components
4. Plan the
campaign: match
objectives to
individual costbenefit

7. Analyze &
understand
media choices

5. Apply
formative
evaluation

6. Analyze &
understaand
the audience

8. Mix Multiple
media &
interpersonal
channels when
cost effecttive
9. Undertand
uses &
contradiction
of mass media
10. Identify
reasonable criteria
for campaign
success, & use
summative
evaluation to asses
both theory &

Stages

Stage-1

Identification of
Objectives
Specify kind
of Desired
Change

Pinpoint
intended
audience

State the
time period
involved

Stage-2

Analysis
Topic

Familiarity
Strong or
Weak
Scientific
Base

Quick
Description
Understandab
ility
Agreement or Conflict with the
current values & experiences
of the audience

Stage-2

Analysis
Situation

Great
opportunity?

What gap?

What efforts?

Net results
produced by
these efforts?

Stage-2

Analysis
Number of
audience
targeted?

Audience

Inhabitancy of
the audience?
Major
characteristics?
(sex, edu, income,
occupation, age)

Interest of
audience?

Goals related to
topic?
Source of
information
about topic?

Knowledge of
topic?

Realiable
stakeholders for
audience?

Feelings or
opinions about
topic?

Mass media
they use?

Stage-2

Analysis
Sponsor

Importance of
topic for DSC?

Priority of topic
in DSC?

State of
urgency from
DSC point of
view of topic?

Available
resources?

Stage-3

Formulation of the
Plan
Methods
to Use
Communicati
on Channel

Message
Identification

Schedule
selection

Amount &
Format of
Message

Arrangement
s to collect
feedback

Stage-3

Formulation of the
Plan
Timing the
Campaign
When members
take certain
When to begin?
decisions
relating to
topic?
When audience
carry out
actions?

Stage-3

Formulation of the
Plan
Using
slogans &
symbols
Attract
Easy to learn
Creat unity among
attention to
& remember
both audience &
the topic &
information
organization
message
Sustain interest
Emphasis
Memorable &
among both
should be on
easy to
audience &
single idea
understand
organization

Stage-3

Formulation of the
Plan
Pre-testing
messages

Do Pilot Study

Stage-3

Formulation of the
Plan
Selecting
media &
methods
Use more than
one
communication
channel
More
impact
when
communicated
from variety of
media

Cover the
audiences
different
information
sources
Greater chances
of access

Stage-3

Formulation of the
Plan
Providing
Channels for
information
Seeking
Live calls
Social media
forums

sms service
messages

Stage-3

Formulation of the
Plan
Involving
People
Involving concerned
people/organizations/aurthorities
i.e,
Community leaders, public
officials, & media representatives
at all stages i.e, planning,
activities, evaluating results &
publishing campain results

Deciding
How Much is
Enough

Me
s

sa
ge

Audien
ce
Me
ssa
ge

Exposing atleast twice to

each intended audience

Pacing the
Campaign

Right
season to
start
campaign

n
g
i
a
p
m
a
C
e
h
t
f
o
g
n
i
Tim
Chart Title
6
5
4
3
2
1
0
Peak

Low
Series 3

Average

Using
Calendar &
Work Charts

Campaign period 1

Campaign period 2

Campaign period 3

Mass Media

Local News Papers

Opinion Leaders

Before

During

After

Week 1

Week2

Week3

Evaluating
the
Campaign

Objectives
Achieved?

Resource
availability?

Deadline met?

State of
coopertation
with partners?

Amount & kinds

of feedback
from target
audience?

Results of
Desired
changes
achieved?

Techniques of
Campaigns

Letter Writing

Leaflets/Flyer

Radio

Writing as an
individual or
group

Panel
Debates/Guest
Speakers

Writing a Press
Release

Letter Writing
Campaign

Holding Student
Meetings

Postcards

Holding a
Demonstration or
Lobby

Keeping the
Momentum going in
your campaign
(keep everyone
informed of
developments
within the
campaign)

Alumini/Celebrity
Support

Direct Action

Outdoor

Writing to the
Press

Using the Media

Social Media

Petitions (using
the law to achieve
your goals)

Contacting the
Media

Using Transport

Prospects & Challenges of DC in

Pakistan

Dependent
on Foreign
Aid

Lack of
Revenue

Financial
Problems

Foreign
Interventio
n

Slow
developme
nt

Unavailabili
ty of
Opinion
Leaders

Create
Misunderstan
dings

Lack of
Education &
Training

Waste of
Resources

Failure of
DC
programs

Unavailability
of
Communicati
on Channels

Private
Ownership

Control over
Media

Media
Conglomerat
es

Emergence of
Media Moguls

Unstable
Political
Situation

Hurdles in DC
programs

Political
Problems

Hesitant
Donors

Terrorism

Weak
Economy

Lack of
funding

Economic
Problems
Delayed
initiation of
DC programs

Programs
future at
steak

Hurdles in DC
programs

Corruption

Administrati
ve Problems

Delayed
processes of
administrativ
e matters

Unfriendly
behavior

Study of
human social
behavior

Study of
changes in
society

Sociology
Study of
Social
organization,
structure

Study of
Social actions

Media
organizationa
l structure

Control over
media

Media
Sociology
Types of
media
available in
society

Role of media
in
society/social
change

Development Communication
(BS-5th Semester)
University of the Gujrat, Pakistan
Course Instructor: Syed Muhammad Jamal
Ph.D Fellow, Islamia University Bahawalpur
smjamaal@gmail.com