Contemporary Development Communication

Teacher

Prajna Pani

Category

Core Courses

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Course Name : Contemporary Development Communication (RUDM)/Communication for Management & Agribusiness (MBA ABM)

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

Course Objectives

This course aims to enable the students to achieve the following objectives:

  • 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 

Learning Outcomes

 

Upon the completion of the course, students will be able to achieve the following outcomes:

 

COs Learning Outcomes Mapping COs with POs
CO1 Demonstrate an understanding of the approaches to contemporary development communication PO1 Disciplinary Knowledge (1)
CO2 Acquire practical skills in conducting situation and problem analyses, as well as mastering participatory communication appraisal techniques PO3 Problem-solving ; PO4 Communication, PO5 Leadership and  Teamwork; PO 6 Research Related Skills (1) & (2)
CO3

 

Design and implement communication campaigns using modern tools and platforms PO4 Communication, PO5 Leadership & Teamwork, PO8 Information and Digital Literacy (3)
CO4 Demonstrate proficiency in bringing behaviour change communication strategies, enabling the learners to create impactful messages PO3 Problem Solving and innovation; PO4 Communication (1) & (2)
CO5  

Disseminate information through  communication campaigns proposing solutions to identified local issues or challenges

PO3 Problem Solving & innovation, P05 Communication (4); PO8 Information and Digital Literacy (3)

 

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: Students will analyze and critique existing digital stories. They can examine the storytelling techniques used, the effectiveness of the narrative structure, the use of visuals and multimedia elements, and the overall impact of the story on the audience.

Practice Exercise: Students will select a social issue or a development-related topic (e.g., health, sanitation, Gen Z habits or behaviour), and create a digital story that raises awareness, educates, or advocates for change. The assignment can include research on the chosen issue, interviews with experts or affected individuals, and the presentation of potential solutions.

Practice Exercise: Students will select a development communication-related experience they have had during the course or in their personal lives. It could be a project, an interaction, a field visit, work experience in the research and production units of the research centers or any relevant experience that sparked reflection. Students are recommended to use Gibbs’s Reflective Cycle as reference and present their reflections storyboard tool.

 

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: Presentation on various approaches to development communication

Practice Exercise : Students will design individual blogs on the contemporary development communication themes.

 

Module III: AI and 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: Students will choose a development issue or challenge and conduct a situation and problem tree analysis representing cause-effect relationships. They will also reflect on the potential role of AI in addressing the identified problems.

Project: Students will use AI to enhance development campaign messages for increased audience engagement and impact.

Project: Run a campaign on development communication 

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 : Students will analyze and critique existing digital stories. They can examine the storytelling techniques used, the effectiveness of the narrative structure, the use of visuals and multimedia elements, and the overall impact of the story on the audience.

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

Session 3

 

Practice Exercise: Students will select a social issue or a development-related topic (e.g., health, sanitation, Gen Z habits or behaviour), and create a digital story that raises awareness, educates, or advocates for change. The assignment can include research on the chosen issue, interviews with experts or affected individuals, and the presentation of potential solutions.

Useful Links:  Storyboard software (students can use other storyboard tools like https://www.studiobinder.com/blog/downloads/storyboard-template/, https://www.canva.com/storyboards/templates/ any other)

Students will present their digital stories in class or through online platforms.

Students will also convert their storyboard into visuals and upload them in their Blogsites.

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

 

Practice Exercise :Students will select a development communication-related experience they have had during the course or in their personal lives. It could be a project, an interaction, a field visit, work experience in the research and production units of the research centers or any relevant experience that sparked reflection. Students are recommended to use Gibbs’s Reflective Cycle as reference and present their reflections storyboard tool.

Presentation: Students present their reflective writings and storyboards to the class. This can be done in-person or through an online platform. Students will explain their experiences, the stages of reflection they went through, the outcomes, and the visual representation of their storyboards.

Session 6

 

Discussion and Student Presentation: Students will conduct research on different approaches to development communication and collaborate to deliver pair presentations.

Use Presentation Templates:

https://prezi.com/

https://www.canva.com/

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  7, 8, 9, 10 & 11

 

Project: Students will design individual blogs using on contemporary development communication themes –with drop down menu ‘About’, ‘Me-in-a Minute’, ‘Contemporary Development Communication Campaigns ’, ‘ Apps’, ‘Videos’, ‘Websites’, ‘Blogs’, ‘My Learning’, ‘Useful Links’, ‘Contact’.

Students are recommended to use https://wordpress.com/

Method: Self-learning

Session 12 & 13

 

Practice Exercise: Students will explore various contemporary development campaigns  and discuss best development communication practices, and upload in the Blogsite.

Session 14 & 15

 

Practice Exercise: Students will  create effective prompts for empathetic communication and develop survey questions to gather valuable insights in the field of development communication.

Method: Use Open AI  Tools

Session  16

 

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  17, 18 & 19

 

Practice Exercise: Students will choose a development issue or challenge and conduct a situation and problem tree analysis representing cause-effect relationships. Students will reflect on the potential role of  Generative AI in addressing the identified problems.

Session  20, 21 & 22

 

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 23

 

Practice Exercise: Based on the situation and problem tree analysis and stakeholder analysis, design participatory communication strategies that involve the use of Chat GPT. Develop a plan that outlines how Chat GPT can be integrated into communication activities to engage stakeholders, foster dialogue, and address the identified problems and present to the class.

Web Upload: Students will also scan and upload the problem tree image and communication plan on the personal Blogsite.

Session 24

 

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  25, 26 & 27

 

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 28, 29 & 30

 

Project: Students will use AI to enhance development campaign messages for increased audience engagement and impact.

Project Description:

  • Select a development campaign on social networking sites focused on a specific social issue.
  • Analyze the campaign's communication messages, identifying areas for improvement.
  • Explore the potential of AI to enhance the campaign's messages through interactive chatbots, personalized content, or real-time feedback.
  • Create improved communication messages using AI, such as revised slogans, taglines, or social media posts.
  • Test the effectiveness of the enhanced messages through audience/peer feedback.
  • Refine the communication messages based on the feedback received.
  • Prepare a presentation or report summarizing the original messages, enhancements made using AI, and the impact observed.
  • Present findings and recommendations to the class, discussing the effectiveness of AI in enhancing campaign impact.
  • This task allows students to apply AI to enhance development campaign messages, emphasizing their ability to analyze, improve, and present their findings to the class.

Session 31, 32, 33 & 34

 

Project: Students will run campaigns on emerging issues (e.g., digital transformation  in the adopted/ neighbouring villages and social media platforms.

Post-analysis: Analyze the campaign's impact, including reach, engagement, and behavior change,  and feedback mechanisms.

Report: Prepare and present final project report highlighting the campaign's objectives, strategies, content samples, social media engagement metrics, and reflections on lessons learned.

Web Upload: Documentary Evidences

Session 35

 

Review Presentation: Student’s will present their learnings before the faculty panel.

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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 […]