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1. Dev Com Practice
Michelle V. Dialogo, MA

2. Objectives
At the end of this chapter, you should be able to:
1. Describe the five areas of development communication practice; and
2. Discuss the traits of a development communication practitioner.

3. Areas of Practice
Development communication has five areas of practice. These are:
community communication; community/ development broadcasting;
development journalism; educational communication; and science
communication.

4. Community Communication
Community communication employs interpersonal
communication and community media to facilitate community decision-
making, problem solving, conflict resolution, interest articulation,
advocacy, and social mobilization.
Community communication is grassroots communication of the
people, by the people, and for the people.

5. Community Communication
Frances J. Berrigan sites the following characteristics of
community media:
1. Owned and controlled by the people in the community
2. Usually smaller media and low-cost.
3. Provides interactive two-way communication.
4. Non- profit and autonomous, therefore non-commercial
5. Limited coverage or reach
6. Utilize appropriate, indigenous materials as resources
7. Reflect community needs and interests
8. One- third of its programs or content support community development.

6. Community Communication
Examples of community media are community newspapers,
Community radio, balagtasan, folk drama, and songs.

7. Community/ Development Broadcasting
Community / development broadcasting practitioners use radio
and television for development purposes. They plan, write, and produce
radio and TV programs in different formats (such as news, magazines, or
in drama form) in response to the information needs and problems of their
audience.

8. Development Journalism
A development journalist:
1. Writes and edits developmental news for print media,
2. Manages the production of community newspapers, or
3. Prepares extension publications

9. Development Journalism
When we talk about development journalists, we refer to dev com
practitioners who are skilled in reporting and presenting news and issues
through the use of the print media. Although in the media industry,
journalism refers to news and information presented in print, broadcast,
and film.

10. Educational Communication
The Association of Educational Communication and Technology
(AECT, 1977) defines educational communication as a complex,
integrated process involving people, procedures, ideas, devices, and
organization for analyzing problems and devising, implementing,
evaluating, and managing solutions to those problems involved in all
aspects of human learning.
Educational communication is concerned with the entire process
of learning.

11. Science Communication
“Science and technology will largely shape the form of
development in the coming century.” (Jamias, 1997)
“All the great stories of our time are stories on S and T.”
“Science literacy should be improved to help this nation develop.”
All these statements underscore the importance of science and
technology in national development.

12. Science Communication
The science communication practitioner as an information
manager needs to have a working knowledge of library science and
information technology. He or she will work with a wealth of information
which needs to be organized, sorted, processed, and stored. He or she
needs to be updated on new information and communication technology
that could be tapped as channels.

13. Science Communication
As a whole, science communication, as an area of study
facilitates communication on four levels:
1. Communication among scientists;
2. Communication of science to the general public;
3. Communication of research results to specific user; and
4. Communication facilitated by new technology.

14. Types of Development Workers
The three types of development workers are: Type A, B, and C.
Type A views development work as a business. He is the person who
literally cashes in on development. In the communication trade, he
represents the typical commercial outfit for advertising agency that
charges exorbitant rates, thus making a “killing” in the process.

15. Types of Development Workers
Type B is the professional. He has embarked on development work as a
career. His foremost concern is the quality of output since this would
reflect upon his reputation and his subsequent marketability and billing
rate. Under this category are many consultants, technocrats, specialists,
and experts.

16. Types of Development Workers
Type C views development work first and foremost as a calling. His main
concern is to make an impact, to do something about development
problems. For him, the lack of time, manpower, and resources is a very
real constraint. So he endeavors to produce output through improvisation
and innovation.

17. CREDITS: This presentation template was created by
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