Home Science: Class 12 (Book 2) — Chapter 13: Development Communication and Journalism

Communication is an integral part of social and professional life. The press is widely recognized as the fourth pillar of democracy, facilitating public participation which forms the very foundation of a democratic society. Development journalism acts as a social activity, communicating the feelings and needs of the community back to itself.

• Awareness & Mobilisation: Creates awareness about available technologies and mobilizes communities to utilize them for societal betterment.
• Stakeholder Linkage: Acts as a vital link connecting government agencies, non-governmental organizations (NGOs), and the general public.
• Sensitisation & Training: Sensitizes students to development processes, training them to write and speak on issues of equity, impartiality, and social justice.

• Development: Positive, permanent socio-economic and cultural changes in the lives of the majority of people without exploitation or violence. It addresses mass illiteracy, population growth, malnutrition, poor health, hunger, and pollution.
• Development Journalism: A post-colonial concept focusing on success stories of people adopting new technologies, trying new methods, and describing people at work in new projects, rather than merely reporting struggles, disasters, or colonial interests.
• Development Communication: Coined in 1972 by Nora Quebral, defined as the art and science of human communication used for facilitating development of a disadvantaged society in a planned manner to ensure equity and individual potential.

• Oriented toward socio-economic development and the general happiness of the community.
• Aims at providing critical information and educating the community.
• Combines suitable mass media and interpersonal communication channels for maximum impact.
• Based directly on audience characteristics and their specific environment.
• Operates as a two-way process of communication, building dialogue between people and development agencies.

A combination of different communication methods and materials (meetings, tours, newspaper articles, leaflets, exhibitions) focused on a theme for a predefined period. It creates public awareness, ensures attention, and stimulates long-term action.

• Broadcast Journalism Advantages: Highly accessible, cheap, mobile, and reaches populations with low literacy levels.
• Public Service Announcement (PSA): Brief 10-60 second messages/jingles between programs for public good (e.g., 'obey traffic rules', 'say no to tobacco').
• Community Radio (CR): Local radio stations run and managed by local people in local dialects (e.g., Vanasthali Vidyapeeth in Rajasthan, SEWA in Gujarat, Delhi University FM).
• EDUSAT: India's first dedicated Education Satellite launched in September 2004 to support interactive distance education.
• Educational Soap Operas: Television programs combining education and entertainment (e.g., 'Kyunki Jeena isi Ka Nam hai', 'Main Kuch Bhi Kar Sakti Hun').

Despite an urban bias in mainstream dailies, print media remains a powerful medium of continuous education. It requires development journalists to write with passion and sensitivity about rural issues, agriculture, and local development concerns.

An umbrella term including computer hardware, software, digital broadcast, and telecommunications. ICTs facilitate mobile banking, financial transactions, marketing, employment, and public services, proving to be economically and socially transformative.

• Cognitive Skills: Ability to comprehend complex development issues and conceptualize solutions.
• Creative Skills: Projecting concepts in creative ways to attract attention and make a lasting impact.
• Technical Skills: Camera techniques, video production, editing, operating radio station equipment, and writing creative briefs.
• Questioning Ability: Looking into the finer details of issues, combined with a passion for adventure and travel to remote areas.
• Ability to Work with Diverse Groups: People-centric approach, active listening, sensitivity, leadership, and professional interpersonal skills.
• Language and Computer Skills: Command over speaking, writing, and reading; technical report writing; proficiency in MS Office (Word, Excel, PowerPoint).

• Development Journalist: Working in Print, TV, Radio, community media, traditional media, radio jockeying, and anchoring.
• Research Scholar: Studying gender and development, environment, consumption behavior, health, agriculture, and livelihood issues.
• Trainer: Training grassroots-level functionaries, field workers, policy makers, and corporate social responsibility (CSR) officers.
• Freelancer and Consultant: Providing independent advisory and action project support for NGOs, government departments, and international agencies.

1. Suitability of the day/date/time
2. Ability to engage the listener
3. Ability to create interest
4. Promotion of awareness
5. Motivation of the target audience
6. Selection of voice-over
7. Clarity of the message
8. Clarity of the sound recording
9. Appropriateness of sound effects
10. Mention of the source or originator of the PSA