DEVELOPMENT COMMUNICATION AND DEVELOPMENT SUPPORT COMMUNICATION DEFINITION AND DIFFERENCE

Development Support Communication ( DSC )

“Application of communication strategies specifically designed for the concrete development programs”.

“A support of communication in order to prepare, launch and develop a project or program for the purpose of change or development.

“DSC involves an understanding of communication techniques and practices in adult education, the process of change, diffusion of innovation, simple action and analysis”.


“DSC is discipline in development planning and implementation in which more adequate account is taken of the human behavioral factors in the design of development projects and the objectives”.


DEVELOPMENT COMMUNICATION

Development communication is an art or science of human communication applied to the speedy transformation of a country and its people from the state of poverty towards a dynamic state of economic growth which makes possible the high quality of life and large fulfillment of human potential. 

It is an art of science of human communication aimed at getting desirable results and creating a climate for development. It is a communication strategy for the whole society. 

Development communication is the communication component of national development plan of any country.


DIFFERENCE BETWEEN DC AND DSC

DEVELOPMENT COMMUNICATION

1:It works vertically top-down. This communication flows from source toward receiver

2:DC has no specific goals. It has general goals. It is for the overall development in a sector or an area.

3- It is for general masses, not for specific community or group.

4- It is sources oriented. Communicator doesn’t care about the needs of his target.

5-   It is technology based, it usually depends upon mass media.

6-   It is applied at macro level. DC is applied on projects at large scale.

7-   In development communication the information comes from the development agencies. If the communicator wants to know something about the audiences they collect required data from different agencies.

8-   It is applied in the developed countries.

9-   The audience of DC is heterogeneous.

10-   No limits but time is fixed for completion.

DEVELOPMENT SUPPORT COMMUNICATION

1-   It is participatory at grass root levels. In this communication, audiences are given maximum participation.

2-   It has specific, set and clearly defined goals.

3-   It is for specific and fix target

4-   It is receiver oriented. In contrast to DC the target audience are given special importance before communicating any message.

5-   It depends on interpersonal and culture based forms of communication.

6-   DSC is applied at micro level in the projects which are on small scale.

7-   However DSC has a direct feedback therefore it has dynamic sources of information.

8-   DSC applied in underdeveloped countries.

9-   Audience is homogeneous.

10-   DSC has certain limits and program is finished after achieving specific goal.

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