Contemporary Development Communication

Teacher

Prajna Pani

Category

Core Courses

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Course Name : Contemporary Development Communication

Code(Credit) : CUTM1240(1-2-1)

Course Objectives

This course aims to enable the students to

  • Understand the processes and approaches to contemporary development communication
  • Learn situation analysis, problem tree analysis, and participatory communication appraisal in the field
  • Understand strategies for awareness raising and communication campaigns relevant to current times (e.g., COVID-19)

Learning Outcomes

After completion of the course, students will be able to

  • Demonstrate an understanding of the approaches to contemporary development communication
  • Perform situation analysis and problem-tree analysis to address the development issues
  • Design and implement development communication strategies combining participatory methods with communication processes, social media and digital tools best suited for a specific situation (e.g., COVID-19)

Course Syllabus

Module I: Digital Instructional Media Design: Story Boarding 

  • Digital Story: Develop Idea, Plan, Outline/Script/ Film and Record, Finish, Publish and Share, Review
  • Reflective learning journal

Practice Exercise 1: To start seeing and exploring various methods of digital storytelling - and applying it to the work - students will be responsible for bringing to the class’ attention an example of a good/bad, effective/ineffective, or ethical/unethical digitally told communication.

Practice Exercise 2: Students will use storyboard tools (e.g., https://boords.com/best-storyboard-software), concepts and frameworks for giving a voice to their story/sharing the unheard voice during (or post) COVID-19 from the field. Students will also convert their storyboard into visuals and upload them in their Blogsites.

Practice Exercise 3: Student’s will develop a reflective learning journal using the storyboard tool (https://boords.com/best-storyboard-software). Students are recommended to use Gibbs’s Reflective Cycle as reference.

 

Module II: Concepts and Approaches to Development Communication

  • What is Development Communication?
  • Approaches to Development Communication: Diffusion/Extension Approach, Mass Media Approach, Development Support Communication Approach, Institutional Approach, Integrated Approach, Localized Approach to Development Communication, Planned Strategy to Development Communication

Practice Exercise 1: Students will design individual blogs using WordPress through self-learning method on the theme COVID-19 – Awareness and Prevention Campaign with drop down menu ‘About’, ‘Me-in-a Minute’, ‘Creative Repository- Posters, Videos, Audios ’, ‘COVID-19 Apps’, ‘Voices of the Youth’,  ‘COVID-19 Blogs’, ‘Social Media Campaigns’, ‘My Learning’, ‘Useful Links’, ‘Contact’.

Practice Exercise 2: Students will explore on various contemporary development campaigns on COVID-19 (e.g., Tata Trust, Voices of the Youth, WHO Campaigns, MyGov/any other) and discuss best development communication practices, and upload in the Blogsite.

Practice Exercise 3: Considering a recent community development project, students will identify at least three issues or concerns that can be addressed, and explain briefly, what communication development contribution could be.

 

Module III: Communication Strategies for Development

  • Participatory Communication Strategy Design (PCSD): Situation and Problem Tree Analysis, Stakeholder Analysis
  • Knowledge, Skills, Attitude and Practices (KSAP) Analysis
  • Planning Process (P- process): Inquire, Design Strategy, Create and Test, Mobilise and Monitor, Evaluate and Evolve

Practice Exercise 1: Students will brainstorm the entire day to develop a problem tree on COVID-19/sanitation representing cause-effect relationships. Problem Tree Analysis will include: Identify substantial and direct causes of the focal problem, identify substantial and direct effects of the focal problem, Construct a problem tree showing the cause and effect relationships between the problems, Review the problem tree.

Practice Exercise 2: Students will present the problem tree and communication plan on COVID-19/sanitation in the review meeting. Students will also scan and upload the problem tree image and communication plan on the personal Blogsite.

Practice Exercise 3: Students will develop campaign plan using P- process and storyboard tools on Covid-19 -Awareness and Prevention Measures in the adopted/neighbouring village (s).

Project 1: Students will run campaigns on 'COVID-19-Awareness and Prevention Measures' in the adopted/ neighbouring villages and social media platforms, and make post campaign analysis.

 

References:

  1. Mario Acunzo et al., (2014). Communication for Rural Development Sourcebook, Food and Agriculture Organization of the United Nations.
  2. Community Tool Box, http://ctb.ku.edu/en//tablecontents/section_1017.htm
  3. Digital Communication Course, https://www.culturepartnership.eu/en/publishing/digital-communication

 

Session Plan

Session 1

 

Lecture:  Digital Story - Develop Idea, Plan, Outline/Script/ Film and Record, Finish, Publish and Share, Review

Readings:

https://www.slideshare.net/ciellauren/storyboarding-1412888

Share your Story

Useful Link:Storyboarding

https://www.youtube.com/watch?v=miJ_k_xeUyA

https://www.youtube.com/watch?v=5Edl49_JIAs

https://www.youtube.com/watch?v=Kfpe5RewJwM

Session 2

 

Practice Exercise : To start seeing and exploring various methods of digital storytelling - and applying it to the work - students will be responsible for bringing to the class’ attention an example of a good/bad, effective/ineffective, or ethical/unethical digitally told communication.

Digital Storytelling: What is it and what isn't it? https://www.youtube.com/watch?v=pGJyrScH_hk

Session 3

 

Practice Exercise: Students will use storyboard tools concepts and frameworks for giving a voice to their story/sharing the unheard voice during/post COVID-19 from the field. Students will also convert their storyboard into visuals and upload them in their Blogsites.

Useful Links: The 2020 online storyboard software

https://boords.com/best-storyboard-software

Session 4

 

Lecture:  Reflective Writing -Thinking Reflectively, Stages of Reflection (Gibbs' Reflective Cycle), Reflecting Writing Structure, Description, Interpretation, Outcome, Reflective Vocabulary

Readings:

Reflective Writing - https://www.port.ac.uk/student-life/help-and-advice/study-skills/written-assignments/reflective-writing-introduction

Gibb's Reflective Cycle: https://www.ed.ac.uk/reflection/reflectors-toolkit/reflecting-on-experience/gibbs-reflective-cycle

Reflective Writing - https://www.youtube.com/watch?v=QoI67VeE3ds&t=303s

Session 5

 

Discussion and Student Presentation: Overview of Development Communication

Readings:

Module on Development Communication 1

Approaches to Development Communication

Useful Links: What is development communication?

https://www.youtube.com/watch?v=5r6TUfW_DI8&t=65s

https://www.youtube.com/watch?v=Ds7LpEsi3kM&t=111s

https://www.youtube.com/watch?v=ahPz0bYggcY

Session 6, 7, 8 & 10

 

Self-learning: Students will design individual blogs using WordPress on the theme COVID-19 – Awareness and Prevention Campaign with drop down menu ‘About’, ‘Me-in-a Minute’, ‘Creative Repository- Posters, Videos, Audios, & ’, ‘COVID-19 Apps’, ‘Voices of the Youth’,  ‘COVID-19 Blogs’, ‘Campaigns on Social Media’,  ‘My Learning’, ‘Useful Links’, 'Contact'.

Session 11 & 12

 

Practice Exercise: Students will explore on various contemporary development campaigns on COVID-19 (e.g., Tata Trust, Voices of the Youth, WHO Campaigns, MyGov/Any Other) and discuss best development communication practices, and upload in the Blogsite.

Session 13 & 14

 

Practice Exercise: Considering a recent community development project, identify at least three issues or concerns which can be addressed, and explain briefly what Communication Development contribution could be.

Use the Assignment Sheet

Session  15

 

Lecture: Participatory Communication Strategy Design (PCSD): Situation and Problem Tree Analysis, Stakeholder Analysis, Knowledge.

Reading:

 Logical Framework

Useful Links: Problem Tree Analysis

https://www.youtube.com/watch?v=-j-_Y7D35H4

https://sswm.info/taxonomy/term/2647/problem-tree-analysis

Session  16, 17 & 18

 

Practice Exercise: Students will brainstorm the entire day to develop a problem tree on sanitation representing cause-effect relationships.

Session  19, 20 & 21

 

Field Visit: Students will identify through participatory approach the focal issue in the adopted village (s) with problem tree analysis.

Reading:

Participatory Approach

Useful Links: Themes to draw the tree

https://www.slideteam.net/powerpoint/Problem-Tree

https://www.sketchbubble.com/en/presentation-problem-tree.html

Session 22

 

Practice Exercise: Students will present the final problem tree on sanitation/identified problem in the review presentation. Students will also scan and upload the problem tree image on the personal Blogsite.

Session 23

 

Lecture: Planning Process (P- process):

Theory: Inquire, Design Strategy, Create and Test

Participation: Mobilise and Monitor

Capacity: Evaluation and Evolve

Reading:

P-Process

Useful Link: Communication Planning Process https://www.youtube.com/watch?v=Sdqk76dMvHI

Session  24, 25 & 26

 

Field Visit: Students adopt participatory approach, and present a strategic plan using P-process to address the sanitation issues/identified issues in the adopted/nearby villages.

Reading:

https://ctb.ku.edu/en/table-of-contents/assessment/assessing-community-needs-and-resources/conduct-focus-groups/main

Useful Links:

Community Participation and Planning-https://www.youtube.com/watch?v=8xCrd-tqB48

Design Participatory Process -https://www.youtube.com/watch?v=_fVuH9mXPWs&t=45s

Session 27

 

Lecture: Develop  campaign plan for your own context, Target your information and message to the right audience, Use new age tools, Utilise offline interventions and engagement strategies.

Useful Link:

https://www.culturepartnership.eu/en/publishing/digital-communication

Session 28

 

Practice Exercise: Students will create a storyboard for a campaign plan on Awareness and Prevention Measures Covid-19 in the adopted/neighbouring village (s).

Reference: https://boords.com/best-storyboard-software

Session 29

 

Project: Students will run campaigns on 'COVID-19-Awareness and Prevention Measures' in the adopted/ neighbouring villages and social media platforms.

Session 30

 

Practice Exercise: Students will use and present post-campaign (COVID-19-Awareness and Prevention Measures) analysis dashboard in the review meetings. The analysis will help the students to understand what elements of the campaign worked well/ not so well, learn how the target audience responded to the campaign, review the ultimate effectiveness of the campaign versus objectives, discuss the campaign with key stakeholders, provide valuable learnings for future campaigns.

Session 31

 

Practice Exercise: Student’s will develop a reflective learning journal using a storyboard tool and present to the class.

Session Plan

Session 1

 

Lecture:  Digital Story - Develop Idea, Plan, Outline/Script/ Film and Record, Finish, Publish and Share, Review

Readings:

https://www.slideshare.net/ciellauren/storyboarding-1412888

Share your Story

Mindmapping, Brainstorming & Storyboards

Useful Link:Storyboarding

https://www.youtube.com/watch?v=miJ_k_xeUyA

https://www.youtube.com/watch?v=Kfpe5RewJwM

Session 2

 

Practice Exercise : To start seeing and exploring various methods of digital storytelling - and applying it to the work - students will be responsible for bringing to the class’ attention an example of a good/bad, effective/ineffective, or ethical/unethical digitally told communication.

Digital Storytelling: What is it and what isn't it? https://www.youtube.com/watch?v=pGJyrScH_hk

Session 3

 

Practice Exercise: Students will use storyboard tools concepts and frameworks for giving a voice to their story/sharing the unheard voice during/post COVID-19 from the field. Students will also convert their storyboard into visuals and upload them in their Blogsites.

Useful Links: Tools for Storyboarding

https://theplot.io/

https://boords.com/best-storyboard-software

Session 6, 7, 8 & 10

 

Self-learning: Students will design individual blogs using WordPress on the theme COVID-19 – Awareness and Prevention Campaign with drop down menu ‘About’, ‘Me-in-a Minute’, ‘Creative Repository- Posters, Videos, Audios, & ’, ‘COVID-19 Apps’, ‘Voices of the Youth’,  ‘COVID-19 Blogs’, ‘Campaigns on Social Media’,  ‘My Learning’, ‘Useful Links’, 'Contact'.

Session 11 & 12

 

Practice Exercise: Students will explore on various contemporary development campaigns on COVID-19 (e.g., Tata Trust, Voices of the Youth, WHO Campaigns, MyGov/Any Other) and discuss best development communication practices, and upload in the Blogsite.

Session 13 & 14

 

Practice Exercise: Considering a recent community development project, identify at least three issues or concerns which can be addressed, and explain briefly what Communication Development contribution could be.

Use the Assignment Sheet

Session  15

 

Lecture: Participatory Communication Strategy Design (PCSD): Situation and Problem Tree Analysis, Stakeholder Analysis, Knowledge.

Reading:

 Logical Framework

Useful Links: Problem Tree Analysis

https://www.youtube.com/watch?v=-j-_Y7D35H4

https://sswm.info/taxonomy/term/2647/problem-tree-analysis

Session  16, 17 & 18

 

Practice Exercise: Students will brainstorm the entire day to develop a problem tree on sanitation representing cause-effect relationships.

Session  19, 20 & 21

 

Field Visit: Students will identify through participatory approach the focal issue in the adopted village (s) with problem tree analysis.

Reading:

Participatory Approach

Useful Links: Themes to draw the tree

https://www.slideteam.net/powerpoint/Problem-Tree

https://www.sketchbubble.com/en/presentation-problem-tree.html

Session 22

 

Practice Exercise: Students will present the final problem tree on sanitation/identified problem in the review presentation. Students will also scan and upload the problem tree image on the personal Blogsite.

Session 23

 

Lecture: Planning Process (P- process):

Theory: Inquire, Design Strategy, Create and Test

Participation: Mobilise and Monitor

Capacity: Evaluation and Evolve

Reading:

P-Process

Useful Link: Communication Planning Process https://www.youtube.com/watch?v=Sdqk76dMvHI

Session  24, 25 & 26

 

Field Visit: Students adopt participatory approach, and present a strategic plan using P-process to address the sanitation issues/identified issues in the adopted/nearby villages.

Reading:

https://ctb.ku.edu/en/table-of-contents/assessment/assessing-community-needs-and-resources/conduct-focus-groups/main

Useful Links:

Community Participation and Planning-https://www.youtube.com/watch?v=8xCrd-tqB48

Design Participatory Process -https://www.youtube.com/watch?v=_fVuH9mXPWs&t=45s

Session 27

 

Lecture: Develop  campaign plan for your own context, Target your information and message to the right audience, Use new age tools, Utilise offline interventions and engagement strategies.

Useful Link:

https://www.culturepartnership.eu/en/publishing/digital-communication

Session 28

 

Practice Exercise: Students will create a storyboard for a campaign plan on Awareness and Prevention Measures Covid-19 in the adopted/neighbouring village (s).

Reference: https://boords.com/best-storyboard-software

Session 29

 

Project: Students will run campaigns on 'COVID-19-Awareness and Prevention Measures' in the adopted/ neighbouring villages and social media platforms.

Session 30

 

Practice Exercise: Students will use and present post-campaign (COVID-19-Awareness and Prevention Measures) analysis dashboard in the review meetings. The analysis will help the students to understand what elements of the campaign worked well/ not so well, learn how the target audience responded to the campaign, review the ultimate effectiveness of the campaign versus objectives, discuss the campaign with key stakeholders, provide valuable learnings for future campaigns.

Session 31

 

Practice Exercise: Student’s will develop a reflective learning journal using a storyboard tool and present to the class.

Session Plan

Session 1

 

Lecture:  Digital Story - Develop Idea, Plan, Outline/Script/ Film and Record, Finish, Publish and Share, Review

Readings:

https://www.slideshare.net/ciellauren/storyboarding-1412888

Share your Story

Mindmapping, Brainstorming & Storyboards

Useful Link:Storyboarding

https://www.youtube.com/watch?v=miJ_k_xeUyA

https://www.youtube.com/watch?v=Kfpe5RewJwM

Session 2

 

Practice Exercise : To start seeing and exploring various methods of digital storytelling - and applying it to the work - students will be responsible for bringing to the class’ attention an example of a good/bad, effective/ineffective, or ethical/unethical digitally told communication.

Digital Storytelling: What is it and what isn't it? https://www.youtube.com/watch?v=pGJyrScH_hk

Session 3

 

Practice Exercise: Students will use storyboard tools concepts and frameworks for giving a voice to their story/sharing the unheard voice during/post COVID-19 from the field. Students will also convert their storyboard into visuals and upload them in their Blogsites.

Useful Links: Tools for Storyboarding

https://theplot.io/

https://boords.com/best-storyboard-software

Session 6, 7, 8 & 10

 

Self-learning: Students will design individual blogs using WordPress on the theme COVID-19 – Awareness and Prevention Campaign with drop down menu ‘About’, ‘Me-in-a Minute’, ‘Creative Repository- Posters, Videos, Audios, & ’, ‘COVID-19 Apps’, ‘Voices of the Youth’,  ‘COVID-19 Blogs’, ‘Campaigns on Social Media’,  ‘My Learning’, ‘Useful Links’, 'Contact'.

Session 11 & 12

 

Practice Exercise: Students will explore on various contemporary development campaigns on COVID-19 (e.g., Tata Trust, Voices of the Youth, WHO Campaigns, MyGov/Any Other) and discuss best development communication practices, and upload in the Blogsite.

Session 13 & 14

 

Practice Exercise: Considering a recent community development project, identify at least three issues or concerns which can be addressed, and explain briefly what Communication Development contribution could be.

Use the Assignment Sheet

Session  15

 

Lecture: Participatory Communication Strategy Design (PCSD): Situation and Problem Tree Analysis, Stakeholder Analysis, Knowledge.

Reading:

 Logical Framework

Useful Links: Problem Tree Analysis

https://www.youtube.com/watch?v=-j-_Y7D35H4

https://sswm.info/taxonomy/term/2647/problem-tree-analysis

Session  16, 17 & 18

 

Practice Exercise: Students will brainstorm the entire day to develop a problem tree on sanitation representing cause-effect relationships.

Session  19, 20 & 21

 

Field Visit: Students will identify through participatory approach the focal issue in the adopted village (s) with problem tree analysis.

Reading:

Participatory Approach

Useful Links: Themes to draw the tree

https://www.slideteam.net/powerpoint/Problem-Tree

https://www.sketchbubble.com/en/presentation-problem-tree.html

Session 22

 

Practice Exercise: Students will present the final problem tree on sanitation/identified problem in the review presentation. Students will also scan and upload the problem tree image on the personal Blogsite.

Session 23

 

Lecture: Planning Process (P- process):

Theory: Inquire, Design Strategy, Create and Test

Participation: Mobilise and Monitor

Capacity: Evaluation and Evolve

Reading:

P-Process

Useful Link: Communication Planning Process https://www.youtube.com/watch?v=Sdqk76dMvHI

Session  24, 25 & 26

 

Field Visit: Students adopt participatory approach, and present a strategic plan using P-process to address the sanitation issues/identified issues in the adopted/nearby villages.

Reading:

https://ctb.ku.edu/en/table-of-contents/assessment/assessing-community-needs-and-resources/conduct-focus-groups/main

Useful Links:

Community Participation and Planning-https://www.youtube.com/watch?v=8xCrd-tqB48

Design Participatory Process -https://www.youtube.com/watch?v=_fVuH9mXPWs&t=45s

Session 27

 

Lecture: Develop  campaign plan for your own context, Target your information and message to the right audience, Use new age tools, Utilise offline interventions and engagement strategies.

Useful Link:

https://www.culturepartnership.eu/en/publishing/digital-communication

Session 28

 

Practice Exercise: Students will create a storyboard for a campaign plan on Awareness and Prevention Measures Covid-19 in the adopted/neighbouring village (s).

Reference: https://boords.com/best-storyboard-software

Session 29

 

Project: Students will run campaigns on 'COVID-19-Awareness and Prevention Measures' in the adopted/ neighbouring villages and social media platforms.

Session 30

 

Practice Exercise: Students will use and present post-campaign (COVID-19-Awareness and Prevention Measures) analysis dashboard in the review meetings. The analysis will help the students to understand what elements of the campaign worked well/ not so well, learn how the target audience responded to the campaign, review the ultimate effectiveness of the campaign versus objectives, discuss the campaign with key stakeholders, provide valuable learnings for future campaigns.

Session 31

 

Practice Exercise: Student’s will develop a reflective learning journal using a storyboard tool and present to the class.

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    Prajna Pani

    Professor of English
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    Prof. Prajna Pani obtained her doctorate from Utkal University in 2008. Her specialisations include Linguistics and ELT and 20th C British Literature. She has invested 21 years to teaching, mentoring, training and development. She is associated with ELT@I, Asia TEFL and GRDS. She is one of the editors of CFTRA Global. She is drawn in […]