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Development Broadcasting

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DEVELOPMENT BROADCASTING
Week 3

MYTHS ABOUT DEVELOPMENT COMMUNICATION

MYTH 1
Dev com is merely supportive to other project proponents or project interventions: Communication is a legitimate intervention in itself. In fact, many would argue that in projects that aim for long-term behavior change (i.e. population control, social forestry and even resource management), communication becomes the main intervention. Some would even go as far as saying that the development process is a communication process.

MYTH 2
Dev com means communication media or materials. Communication is a process. It does not refer to media nor materials only; in a working environment ruled by management audits and performance indicators, it is all very convenient to focus on concrete deliverables and output such as posters, leaflets, TV spots or press releases. However, in doing so we may be missing the whole point of having an IEC component in the first place, which is effectively tap the spontaneous and dynamic societal process that brings about social change. We cannot substitute this process with any given material. We can only hope to facilitate it.

MYTH 3
The development project, program or organization is the source of information. Being a process, we cannot really determine where communication begins and ends nor can we accurately identify the original source and the ultimate receiver. We tend to suffer from the illusion that the development project, program or organization is the source of communication all the time. This is not really the case because we conduct needs assessments, rapid rural appraisals and Knowledge-Attitude-Practice (KAP) studies wherein our beneficiaries become the main source of information.

The development process may be considered as an ongoing dialogue between the project, program or organization and the beneficiaries that lead to

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