Development Communication


Dr. Mohammad Aamir Pasha


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Course Name : Development Communication

Code(Credit) : CUTM1271(3-1-2)

Course Objectives

  • Communication is a tool for development and social change. The strategic application of communication as a tool for development is quite popular and it is also producing nice results
  • This paper will provide an understanding of the concepts of communication, development, historical dimensions of development communication and the techniques to use communication for development
  • It further aims at providing an idea into different selected programs, policies and experiments of the governmental and non-governmental agencies at different times

Learning Outcomes

  • At the end of the paper students will be able to understand the functions of communication for development
  • They will learn strategy designing and campaign designing
  • They will be able to develop contents for development purposes
  • They will understand about different programs and policies of governmental and non governmental agencies

Course Syllabus

Social Change and Issues in Development
Global Parameters of Development and India
Global and Regional Initiatives –Millennium Development Goals, Human Rights, Social Inclusion, Gender, Ecology and Sustainable Development, Public Health, Family Welfare
Communication and Social Change
Media and Social Marketing


Strategic Approaches to Development Communication
Development Support Communication - RTI, Social Audits, Grass-root activism, Whistle-blowers, NGOs, other agencies
Wood’s Triangle
Multi-Media Campaigns, Radio, Cyber-Media, KAP Gap
Diffusion of Innovation, Magic Multiplier, Empathy


Paradigms of Development Communication
Linear Models - Rostow’s Demographic Transition, Transmission
Non-Linear - World System Theory, Marxist Theory
Dependency Paradigm – Centre - Periphery, Unequal Development, Development Under Development
Alternative Paradigms –Participatory, Think local/act Global Think global/act local


Development Communication- Praxis
Designing the Message for Print
Community Radio and Development
TV and Rural Outreach
Digital Media and Development Communication


Gupta V.S. Communication and Development, Concept Publication, New Delhi.
Ganesh S. lectures in Mass Communication, India Publishers, 1995.
Murthy D V R Development Journalism, What Next? Kanishka Publication,New Delhi.
Melkote Srinivas R. & H. Leslie Steeves. Communication for
Development in The Third World, Sage Publications.
Joshi Uma. Understanding Development Communication,
Dominant Publishers, New Delhi.Development Communication-Thomas L. McPhail- Willey Blackwell

Media Development Indicators:A framework for assessing Media development-
Communication and Development the Passing of the Dominant Paradigm-Everett M. Rogers
Communication for Development and Social Change- Jan serves- Sage

Session Plan

Session 1



Session 2



Session 3

Sustainable Development Goals



Session 4



Session 5

Human Rights



Session 6



Session 7

Social Exclusion


Session 8



Session 9



Session 10

Practice: Students will work on the effect of development communication in social inclusion



Session 11

Practice: Students will work on the effect of development communication in social exclusion



Session 12

Practice: Students will give a presentation on MDGs



Session 13

Practice: Students will give a presentation on SDGs



Session 14, 15, 16 & 17

Project: Students will submit a project paper on development communication and its impact on society


Session 18

Strategic Approaches to Development Communication



Session 19



Session 20

In this practice session students will submit an assignment on RTI



Session 21



Session 22

Grass-root activism



Session 23



Session 24

Multi-Media Campaigns


Session 25



Session 26

Diffusion of Innovation Theory: The Adoption Curve
Diffusion of Innovation Theory: The "S" Curve
Diffusion of Innovations



Session 27

Magic Multiplier



Session 28



Session 29

Paradigms of Development Communication




Session 30



Session 31

Non-Linear - World System Theory, Marxist Theory


Session 32



Session 33

Unequal Development



Session 34

Development Under Development



Session 35



Session 36

Alternative Paradigms Participatory, Think local/act Global, Think global/act local




Session 37

Development Communication- Praxis




Session 38

Community Radio and Development



Session 39, 40 & 41

Project: Designing the Message for Print
In this project session students will design a message of development for print




Session 42, 43, 44 & 45

Practice: students will practice, how to create development message



Session 46

TV and Rural Outreach




Session 47, 48, & 49

Project: students will work on field for empirical study



Session 50

Digital Media and Development Communication



Session 51, 52, 53, 54 & 55

Practice: students will practice constructing a development communication message



Session 56,57, 58, 59 & 60

Project: Students will design development message for print



Session 61

Review Session

Case Studies

Case Studies

Our Main Teachers

Dr. Mohammad Aamir Pasha is working as Assistant Professor in the School of Media & Communication, Centurion University of Technology and Management, Paralakhemundi Campus, Odisha. He has completed M.Phil. from MGAHV, Wardha, Maharashtra, and Ph. D. from Central University of Odisha, India. He has awarded with JRF-MANF Fellowship from Govt. of India for pursuing Ph. […]