Assignment of Development Communication

 Name: Taqwa Ahmed

Class of BS Part IV

Department of Media and Communications

Assignment of Development Communication

Outline

• Development communication and its concept
• Theories of development communication
• Self-reliance theory of development communication
• Dependent theory of development communication
• Interdependent theory of Development communication
• Participatory Communications
• Approaches of participatory Communications
• Methods of participatory Communications
• Issues of development communication
• ICT for development communication
• Media for development
• Community radio

Development communication

Development is a slow process which means growing, progress, a positive change in something in a period of time but when we talk about development communication it’s ' The use of communication to facilitate or develop the social community.

Nora C. Quebral pioneering the concept of development communication says that it’s the art and science of human Communication applied to speedy transformation of a country. To develop the mass of people from poverty to state of well living, to make social awareness and develop critical consciousness among the society.

Development communication develops the human potential and works on socioeconomic growth.

After second world war, huge wave of depression was surrounded among the society so people wanted to reduce poverty to ear a better living so there was a need of guidance to them. Therefore development communication was learned to improve basic living. People needed to communicate and remove the gap between them for the sake of their own benefit.

 Communication channels became a source of interpersonal communication there and rather than print media people used radio for speedy Communication. It helped them to reduce Communication Gap between their stakeholders, politicians, newspersons and receiver.

It was considered that development communication is making disparity with in the first world countries and third world countries before the twentieth century. Development communication seemed as a process which make third world countries to follow developed countries. 

But now we can clearly see that Development communication is a human centred approach which helps to fulfil the SGDS and MGDS in a under developed country . Now a days media help us a lot to make us aware about national and international development issues, developing basis skills and to help them to recognise any obstacles in their path of development.

The theory’s evolving with the help of active audience. Now people try to facilitate each other. It’s basic is not to only uplift economic conditions of a country but to also promote the sociability, politics and cultural values.

Strengths of Development Communication Theory:

• Specific tools of communication makes development communication effective.
• Helps in process of development.

Weaknesses of Development Communication:

• It focuses more on westernisation than modernization.
• Cultural dominance is occurred through implementation of development communication.

Features of Development Communication:

• To help people
• Develop roles and objectives
• No propaganda or manipulation
• Self-determination and self-responsibility
• Two way of communicating flow
• Generate genuine response from the audience
• To develop critical consciousness

Examples of Development Communication:

The posters pamphlets and brochures used to make awareness in rural areas about education, health and other facilities.

In India and China, model of adult education or distance education was adopted 

In Korea 1970, parenthood federation was introduced to reduce the rate of birth and to improve the village life.

What qualities do development communicators possess.

They understand the process of developing and Communications

They’re acknowledge with the skills and techniques of communication 

They have a way of commitment, acceptance of individual responsibility for advancing. 

Policy of Development Communication:

Provide the ability to use media and communications

Promotion of diversity in ownership of media

Provide transparency

Pursue economic and development benefits

Pursue equitable policy outcomes

THEORIES OF DEVELOPMENT COMMUNICATION

The concept of development is to bring some positive changes in society as well as to understand the people. The aim at these theories is to develop the communication between audiences, it means to involve the people in matters and gain feedback from them. It means to refer to the use of communication to ease social development. It engages policymakers and stakeholders to set up beneficial domain to provide chances and to stimulate social positive changes and information regarding new technologies.

There are also some techniques in development communication which are social marketing, media advocacy, community participation and so on. It is also considered as the fifth theory of press, with transformation and other social changes which comprise the basic needs as its main goal. The effort we put into communication is to help people in developing themselves and their surroundings.

Development communication describes as communication between the individuals to interact with communities and inform them about the surroundings and events that happen to them and also contact for better their lives. Development communication main goal is the developing and progress of a country and also work for the betterment of their people. 

The major use of media in communication is marketing and other platforms. There are number of social media platform which are working for development communication between promoting their goals to audience through TV, newspaper, radio etc.

SELF RELIANCE THEORY:

Meaning of self-reliance is to rely on your own power and assets instead of others. Self-reliance actually means to rely on our own self and abilities; it means you have the ability to solve the situation by yourself.

According to Ralph Emerson, all living things including plants, animals, and human beings are part of nature and every individual has the power and ability to solve their problems by their own and cherish the beauty of nature. Each individual has special qualities and has a quirky role to play in life and to observe and discover meditation in nature. He recommends that man should develop their individuality away from the intrigue of society.

Then Emerson pivots his attention on the relationship between the individual and society, and said people must need to stop their conformity to retrieve self-reliance. He also says that living in this world is not easy, especially according to the belief and concept of the society. They seem easy, but the brave person is the one that lives according to their own belief and comfort against the pressure in society. He also encourages people to be enough self rely on and also should be ready for disapproval from the society. He completed his debate by saying that self-reliance is important for every individual, and it helps in observing and doing different things despite from the pressure of society. Likewise, he believes that self-reliance helps in building thoughts, progress and strengthens our visions: society doesn’t work and progress in a straight line.

WHY IT IS IMPORTANT?

Self-reliance is important to adults as well as for children because when children grow they feel uncomfortable when someone imposes their wishes for them as they have their own power to perused their own dreams so why they can rely on anyone to fulfill their dreams. It simply means one have the control over his life, being activated within and being expert to take care for oneself.

It is important to teach the importance of self-reliance to children in a young age, give them tasks to complete all by themselves so that they have the ability to complete their own work. So when they get old they have their own power abilities which are beneficial to their growth.

It doesn’t mean one can learn self-reliance from their education or school, but it has to become from the environment of home how their parents treat them and instruct them to do their task it only comes from home. Sometimes parents are not allowing their children to go out and didn’t give them enough freedom.

Self reliance is considered as the economic and social abilities for peoples, communities and societies to fulfil their basic needs like food, water, shelter, health, education and safety in a tenable manner and with nobility. Its main purpose is to advance and nourish sustenance of individuals and their concerns. It builds on strong economic and social structures which are directly linked to communities.

The substantial barrier to spread self-reliance chances across communities, refugees and other local returnees may be the lack of legislative environment. The acquiring of self-reliance need a substitute change in mentality among the government and other human interest NGOs.

Now Pakistani government focuses on promoting goals to spread public and private cooperation to develop self-reliant industry, but the policies of implementation still not issued by government.  PM Imran khan says that we as a nation must think about self-reliance country but the circumstances we are facing since the independence now it is time to stand on our own feet to work for the development and progress of Pakistan and set the good reputation of Pakistan it is only possible when people pay taxes honestly, to work on infrastructure system and take care of health and dispensaries and Pakistan is blessed with countless resources.

Self-reliance theory is crucial to every individual as it helps to set the aims and encourages youth to become a creative and artistic as it can ease in making tough decision all by oneself. It also brings the self-satisfaction inside a person.

To become a self-reliant you must need to be your own best friend by accepting yourself, being self-reliant needs self-confidence to deal with circumstances which are roaming around you.

Self reliance helps people to develop their inner strength to cope up with different situations in life and when they are able to do that they didn’t lose their confidence. So it is important to every individual to think and try to be self reliant on their lives.

Participatory Communications methods

Participatory Communications allows the sharing of information, opinions and perception between the stakeholders for the process of development or empowerment. It doesn’t only used to communicate or share ideas but to explore new situation which needs some improvement.

For genuine participation people need effective communication among the parties. Following are the points which may clear the methods of participatory Communications:

From start to end, Two-way communication need to be adopted consistently.

Phase one- Participatory Communication Assessment: There must be an open and common space for the stakeholders, so they can interact freely and the issues can be researched and analyse in two way Communication.

Phase two- Participatory Communication Strategy Design: The clear definition of objectives can only lead to successful strategies.

Phase three- Implementation of Communication Activities: An action plan is implemented to guide and for management of all recent activities

Phase four- Monitoring and evaluation: Evaluation must be planned from start of initiative. The stakeholders who were partners in making process must be partnering in the impact evaluation.

Key principles of participatory Communications:

• All people have right to participate, to play role in making the decision that affect their lives
• Participatory methods are used to seek unheard voices and to ensure them safety so they can raise their voice.
• Seeking local knowledge and access to different reality perspectives
• Reversing learning so that one can let go previous conception in order to learn from the wisdom of community members.
• Use diverse methods to analyse and learn 
• Last step is Handing over the stick (or pen, or chalk) Is a phrase means the expert should sit back and give a chance and hear other participants.

Participatory Communication Approach 

Participatory communication approach allows people to share their concerns, ideas, perceptions and information, and facilitates them to involve in decision making processes regarding the issues that are affecting their lives. It makes people capable to address their needs and priorities and also empowers them in all areas of life.

This approach encourages transformative and dynamic dialogue process among various stakeholders (common citizens, ethnic groups, authorities and institutions) and enables people to realize their strength and potential in order to engage in their own welfare, either collectively or individually.

This participatory approach helps people to initiate discussions, understand, conceptualize and plan activities that they will start over for their community and human development.  

It brings all people together who might have different backgrounds, values and interests. In this way, a democratic and constructive group learning and action planning gets started by using various media platforms that help in community development and empowerment.

Factually, for participatory approach, successful communication is a key as this approach emphasizes local people ownership over management processes. An hid for making communication successful, media platforms play their role incredibly. By providing a large number of free or low-cost channels, media reflects public issues and aspirations, especially issues of those people living in isolated areas and communities. Also, it empowers communities to emerge and engage themselves as local stakeholders in development programs and processes and to involve in the planning.

This approach is a solution-to-all strategy because it provides solutions that are locally suitable and community-owned. That is what makes this approach sustainable, empowered and more attractive than other old-fashioned and traditional planning methods, solutions and strategies. 

To conclude, this approach is important for all reasons, most notably in conflicts prevention because many problems and obstacles can be prevented if addressed quickly. By raising awareness among people about their issues, participatory communication approach enables the local citizens to make and go for informed choices needed for community development.

DEPENDENCY THEORY

After become independent, many developing countries still depend on the industrialized world for many resources, including technology, financing and media content such as films, dramas and television programs. It is the imperialism legacy with which many underdeveloped countries with colonies have struggled for the development but only few countries have completely overcome it.

Dependency theory is used to explain the failure of non industrialized and undeveloped countries to develop their economy through the investments with the industrialized and developed countries. The basic argument of this theory is that the world economic system is highly unequal with underdeveloped countries in distribution of power and resources due to colonialism and neo-colonialism.

Dependency theory is developed in the late 1950 under the guidance of the Director of the United Nation Commission for Latin America Raul Perbisch. They disagree with the system or fact which is that the economic growth in the advanced industrialized countries did not lead the same growth in the poor countries or non industrialized countries. According to their studies economic growth is beneficial for all the countries even developed and underdeveloped but the fact is that richer countries economic activities lead the serious economic problems for the poor countries.     

In imperialism theory "the high stage of Capitalism"1916 proposed that the wealth would be spread to the advanced industrial developed countries from the underdeveloped countries. Then dependency theory originates with two paper published in 1949 by Hans Singer and Raul Prebisch. In which author observed that in the term of trade underdeveloped countries purchase manufactured goods from the developed countries in the exchange of given raw material and cheap labors.

Dependency theory argues that existing of national and international economic and political systems are the main causes of their unjust situation. They call the systematic change to solve the problems they want directly non linear fundamental change. Dependency theory is an approach to understanding economic conditions of underdeveloped countries that emphasized the imputed constraints imposed by the global political and economical order.

 Our world is divided into three status first world countries which are developed countries, then second world countries which are struggling to upgrade their status from underdeveloped countries and third world countries which are basically underdeveloped countries with poor wealth and health. Underdeveloped countries are increasing their economy by marketing with developed countries.

First world countries are economically, politically and socially rich. They have good health conditions and better wealth, have a tremendous military power and have large scale of industrialization. First world countries are in struggle to produce more and advance productions for the world  and focused on to introducing more power and high quality gadgets. On the other hand, third world nations found themselves in such situations in which they are concerned with explaining the unequal and unjust. Third world countries are poor, very bad health and wealth conditions, have little military power and face many problems like starving because of less economy and low literacy rate. Third world countries economy depends on producing raw material and are agricultural based and mono-productions. Third world counties have less education, less wealth, poor health, less military power and dominated politically and economically by the first world.

COLONIALISM AND NEOCOLONIALISM

Colonialism describes the ability and power of the industrialized and advanced nations that rob their own colonies of valuable resources like labours or mineral like natural resources and raw material. Colonialism concluded to exist in World War ll but it is not able to erase dependency.

Neo-colonialism refers to the overall dominating the more advanced countries over the less developed countries, their own colonies through economic pressure, and through oppressive political regimes. They took over the suppressing developing nations through capitalism and finance. Many developing countries are answerable to developed nations and they have no reasonable chance of escaping the depth and moving forward.

Interdependence Theory

In the social and behavioural sciences, Interdependence theory is one of the classic theories was first introduced by the US social psychologist Harold Kelley and John Thibaut (1959) in their book named “The Social Psychology of groups”. This book brings out inspiration from social exchange theory and game theory and provided key definitions and concepts which were instrumental in the development of the interdependence framework. The theory was fully formally recognized in 1978 in their second book, Interpersonal Relations: A Theory of Interdependence. A theory that attempts to understand the causal drivers of dyadic social behaviour by offering a systematic classification of certain important aspects of interpersonal situations or interactions, as well as the responses of persons to them. The nature of dependency between two individuals is determined by one individual’s ability to affect what happens to the other during social contact, which is referred to as ‘outcome interdependence’ In simple terms, it’s a way of looking at social interactions and connections that focuses on how one person’s outcomes are influenced by the actions of others.

Particularly, interdependence theory identifies the essential characteristics of social situations and describes their implications for understanding how individuals make choices and take action. A key feature of the theory is the idea that people have standards against which they measure their present results. When people’s real experiences do not match their expectations, they may take action to change the situation.

Here’s a look at the history and key features of interdependence theory, including (a) the principle of structure (the situation); (b) the principle of transformation (what people make of the situation); (c) the principle of interaction (what people do with the situation); and (d) the principle of adaptation. These rules are represented by studies on topics such as power and dependence, cooperation and conflict, trust and distrust, attribution and self-presentation, and stereotyping and information seeking. We wrap up by noting some of interdependence theory’s broader implications as well as some areas for future research, such as understanding the complex relationship between material and personal outcomes or articulating how interdependence theory advances our understanding of the social mind.

Interdependence theory explains the social exchange components of human interactions. It claims that human relationships are essentially a cost-benefit analysis, with individuals attempting to reduce costs while increasing advantages.

Interdependence theory discusses four categories of rewards and costs: emotional, instrumental, opportunity, and social.

The positive and negative feelings that arise as a result of a relationship are known as emotional costs and rewards.

 Instrumental costs are the additional effort required as a result of a relationship (such as picking up dirty laundry), whereas instrumental benefits are the work that is reduced as a result of the relationship (a partner helping with household chores).

When someone has to give up anything in a relationship (for example, a dream job to relocate), it is said to be an opportunity cost, but opportunity rewards must be considered when something is obtained as a result of the connection (relocating to a nicer city to live in a dream house).

The social costs and rewards are considered by the partner’s social position and ability.

All of these costs and rewards can decide whether or not a relationship succeeds. If the rewards of the relationship outweigh the problems, the partnership is likely to continue. If the costs outweigh the advantages and other options are available, the relationship will almost certainly end.

Information communication technology for development:

What is the ICT?

The term “Information and Communication Technologies” (ICT) refers to a set of technologies for obtaining, storing, retrieving, processing, analyzing, and sending data, as well as real-time communication. They give people access to information via fax, fixed-telephone networks, computer networks, mobile phones, wireless networks, and the Internet.

 ICT facilitates economic growth by expanding the reach of technologies such as high-speed Internet, mobile broadband, and computing; expanding these technologies generates growth in and of it, and the fact that they make it easier for people to interact and make workers more productive adds to the benefits. 

The term “information and communication technologies” (ICT) refers to any type of technology that allows people to communicate with one another. Education, governance, job creation, and e-commerce, among other ICT applications, have a significant direct and indirect impact on the political, economic, social, cultural, and everyday lives of numerous inhabitants in the developing world, and hence on economic growth and social systems. ICT development solves significant obstacles confronting the developing world, such as the ‘brain drain’ problems, and provides answers to problems encountered in critical sectors such as health, education, civil defence, environmental protection, and so on. 

Not the technology themselves, but the integration of developing and transition economy countries into the global knowledge society, enabling social, economic, and cultural integration, and laying the groundwork for improved efficiency and growth in key areas of their economies, are crucial. Efforts should also be made to encourage and facilitate the flow of information as well as the exchange of experience and best practices among developing countries.

ICT (Information and Communication Technology) is a broad phrase that refers to all technologies and services related to computing, data management, telecommunications, and the internet. All of these technologies are concerned with the transmission and receiving of data in some way. ICT pervades all sectors of life, allowing individuals to interact in new, better, and faster ways. 

Role of Radio and Television: Radio is the oldest tool and in recent years, has provided a great deal of enjoyment to the public. It aims to improve the listener’s attitudes toward new information that is valuable to them. T.V. has proven to be more advantageous than other audio-visual mediums for communicating with audiences with low literacy skills. Many children’s television shows are instructive, ranging from explicitly educational programs to those that teach viewers indirectly. Some programs are written with a specific moral at the heart of each episode, which is frequently stated at the conclusion by the character that learned the lesson. (JAN Cartoon on SEE HD, Doraemon Cartoon) 

• Several studies have discovered that instructional television has a positive social impact. The Good Things about Television, the Media Awareness Network demonstrates how television can be a highly strong and effective learning tool for children if utilized correctly. The importance of television and radio is that these sources are faster to communicate and provide the information regarding any issue the world is facing and works for the country’s welfare and the people which helps the country and the people. 

Role of Internet: The Internet is the most valuable tool of our time, assisting us not only in our personal lives but also in our professional endeavours. 

• YouTube is a great place to find free instructional videos 

• Online Virtual Labs

 • Online education websites like the new Boston and w3schools 

• converting seminars into webinars, and universities into virtual universities 

• Online education, e-business, e-learning, and e-commerce.

People have been able to discover new study approaches thanks to the development of the internet and other technological innovations such as the three massive search engines Google, Yahoo!, and MSN. This has led them to a world where they can do one additional task without sacrificing other routine activities. Education can now reach every corner of the globe thanks to Internet connections. Inappropriate application of this technological breakthrough, on the other hand, might have a negative impact on education and community development. Individual rights and intellectual property are two issues that come up frequently in academics. The use of the Internet to terrorize communities or commit cybercrime, such as stealing people’s personal information, is illegal.

 ICT in Education: Education’s ubiquity and immediate accessibility: ICT enables electronic learning or e-Learning by combining database technology, communications, and interactive programming approaches. Students from many walks of life can benefit from a self-paced education in a variety of subjects limited only by the designers’ ideas. Courses can draw on experience and input from the highest levels of education and industry, with literally a world of material to pick from. And, with internet connection being available in some way to people all over the world, ideas like the Massive Open Online Course, or MOOC, are offering educational opportunities to people who might otherwise be excluded. Many of the courses on offer are available in English. School management system Administrators can utilize software and digital technologies to automate a variety of duties, such as research, library management, and general documentation, using ICT. The use of information and communication technology minimizes the need for paper documents, as well as the trash and bureaucracy that they generate.

ICT in Health: ICT has multiple uses in the health-care industry, many of which have had game-changing effects on patient care, public health, operating costs, and the old bureaucracy connected with the medical profession and life sciences, just as it does in manufacturing.

ICT: Reducing Our Environmental Impact: Information and Communication Technology (ICT) presents a two-sided argument, with Environmental sustainability and respect high on the priority list for individual customers, governments, and enterprises. On the one hand, while ICT is thought to be responsible for 2% to 5% of global greenhouse gas (GHG) emissions, it also helps to reduce emissions. ICT aids in monitoring climate change, reducing and adapting to its consequences, and easing the transition to a green and circular economy, in addition to the physical components such as a reduced reliance on paper-based documentation. The International Telecommunications Union (ITU) has formed a new Focus Group on Environmental Efficiency for Artificial Intelligence and Other Emerging Technologies (FG-AI4EE), which will meet throughout 2020 to raise awareness about the environmental impacts frontier technologies on a global scale. The Group will look into whether AI and other emerging technologies can help the UN achieve its Sustainable Development Goals. Communication and Information Individuals, institutions, and society as a whole benefit greatly from technology. Only by integrating technical skill with social and environmental awareness can question about safety, data privacy, sustainability, and trust be resolved. As a result, all ICT stakeholders must be prepared to accept responsibility for all the changes that innovation brings.

Mobile Phone 

Likewise all other Information and Communication Technologies (ICTs), mobile phones too are crucial to promote development. Mobile phones opened up new ways and platforms that allow the free flow of information, access to better agriculture, health and education services, created new employment opportunities for people,  helped people and authorities in solving water supply and water conservation issues and  give easy access to media, thereby playing their part to promote democracy, knowledge, good governance and human rights.

When it comes to healthcare, mobiles provide remote consultations between doctors and patients and also help in disease diagnosis and treatment even in remote areas. In pandemics, they are also speeding up the effectiveness with which nations and institutions respond. These handy gadgets help people to become aware about diseases, their consultations, available healthcare services and also programs that help to combat them side by informative messages. Hence, they’re improving the healthcare standards and services that are needed for nation and human development.

People are using mobile phones as a tool to gain access to online information and curricula to provide them digital literacy. These cell phones streamline Hi administration by efficiently connecting students and teachers as well as are serving the community as a best teacher to train students, learners and teachers also free, lifelong, basic and expert-level technical as well as vocational learning opportunities. They also help people in getting new expertise along with opportunities and channels to pursue them further.

Mobile technology has also been used to give farmers information and ways about farming and livestock strategies and lessons. These phones give farmers easy access to expert advices available on phone and its applications everywhere. They also serve as a mean for improved coordination, collaboration and dialogue with authorities and other people. This technology connects farmers with others even in remote areas.

Governments are using the power of cell phones to operate efficiently. They are working to provide documents and records digitally so that citizens can easily get access to the provided information, data, services and record wherever they are or need it. This availability makes government responsive and citizens capable to hold governments accountable.

Through available information and applications on mobile phones, people get answers to most of their queries like how to conserve water sources, how to fix water damage, their area water availability, anticipate water shortage and many more. 

Cell phones also help people to have easy access to media and authorities for getting timely updates. Also, they help citizens sharing their content and ideas and hold government accountable for its actions or statements easily, effortlessly and everywhere.

Social Media 

Social Media platforms are also being used to increase development outcomes. With easy and unrestricted channels to gain information from and to share concerns over, these digital platforms are helping people in all social, economic and political walks of life.

This digital media includes platforms like Facebook, Twitter, YouTube, Instagram, WhatsApp and many other sites too and all of them provide easy access, information, interaction, opportunities, reach and insights to people, thus providing them all the ways that lead to development, either locally, nationally or globally. 

Social media provide and enable people to access and share health related information and queries, debate policies designed for healthcare system, discuss health issues openly and widely both with professionals and common citizens, promote health behaviours and tools for engagement with people in order to educate, help and guide them about diseases and precautions. 

It also allows public engagement that help people to interact with patients, professionals, doctors and colleagues and to get real-time insights and researches. Extraordinary, people also utilize social media to participate in online community beneficial programs as well as to map out workshops, seminars or informative meet-ups to attend them physically. 

Social media makes education convenient by providing people especially students the chances to include in and interact with learning groups and community and improve their cognitive and critical learning. These platforms empower students to learn, see and analyse things differently by growing in a developed and informative community.

The main benefit of using social media for farming practices is that these online platforms offer an extended list of opportunities to develop key partnerships with others, which will ultimately increase their overall productivity.

These digital channels also provide useful and needed information to farmers regarding rates, farming techniques, tools for better cropping and yield and how to get wider or beneficial reach to audience. Farmers share their productivity, problems, concerns hence everything on social media free and easily.

Social media sites give a new and powerful way to participate in government, interact with government authorities, to highlight common people issues efficiently and to share their concerns over government statements, policies and doings.

These communication channels provide a long-list of benefits and availabilities to people that help them to develop socially, economically and politically. They perform “democratizing” function by making government processes open to public and by enabling people to understand more clearly that how authorities use their taxes to return them services, goods and benefits. This allowance increases transparency and accountability on all levels.

Social media channels act as a developing actor that keep their audience updated 24/7, encourage citizen participation in decision making processes and reinforce democracy at local level, thus enhancing their local power. Now, people can voice their ideas and file petition against or in favour of anything online just through social media.

A developed society is the one where sharing information and communication creates new opportunities for even greater political freedoms and makes society transparent, powerful, and more inclusive. That’s how social media is playing its part in societal development.

Through blogs, videos, podcasts and mapping, social media sites invite people to discuss their matters, report anything that is creating hurdles in their way and empower local citizens to keep an eye on government and hold public servants accountable. These sites also help authorities to know issues, manage crisis and prevent conflicts.

With updates and information about different locations, clean-water availability, water-related illnesses and diseases and water shortage, social media serve as platforms to track water crisis and to remain top of this issue. These platforms convey value of water to people and inform them about government investments, policies and implementations to make sure water safety. Thus, it provides government a channel to spread information about water management and help people to report water issues if they face any.

Community Radio 

Community radio is a radio help offering a third model of radio telecom notwithstanding business and public telecom. Local area stations serve geographic networks and networks of interest. They broadcast content that is well known and pertinent to a nearby, explicit crowd however is regularly neglected by a business or broad communications telecasters. Community radio broadcasts are worked, possessed, and impacted by the networks they serve. They are for the most part not-for-profit and give a component to empowering people, gatherings, and networks to recount their accounts, to share encounters, and, in a media-rich world, to become makers and donors of media. 

In numerous pieces of the world, community radio goes about as a vehicle for the local area and intentional area, common society, offices, NGOs, and residents to work in an organization to additional local area improvement points, as well as communicating. There is legitimately characterized Community radio (as an unmistakable telecom area) in numerous nations, like France, Argentina, South Africa, Australia, and Ireland. A significant part of the enactment has included expressions, for example, “social advantage”, “social destinations” and “social increase” as a component of the definition. Two philosophical ways to deal with community radio exist, whereas, the models are not fundamentally unique. One stresses administration and local area mindedness, zeroing in on how the station can help the local area. Different anxieties inclusion and investment by the audience. 

The essential contrast between a private and local area FM radio is that the private radio works for making benefit, while the community radio is given to feature the issues of a specific community, raise political and social mindfulness in them, and set them up to work for an answer for their issues. The projects of private FM radio broadcasts are for the interests of all segments of society, while the community radio spotlights exclusively on a specific local area. 

To enhance the approach of individuals at grassroots to broad communications to engaging them and prodding devolution of force is among the purposes of Pemra and its principles permit setting up of community radio broadcasts, however, the strategies of Government of Pakistan and Pemra don’t support local area radios. This is the reason the public authority has given licenses to just organizations and mass correspondence branches of varsities to set up FM radios 

A few people believe that permitting Community radio broadcasts would fan racist, semantic, and shared disdain in the country. They give examples of illicit FM radios set up in some ancestral spaces of the NWFP province, which have advanced strict fanaticism and hostility to such a degree that the public authority has still neglected to contain them. In thusly, as of now, Pakistan is the lone country in South Asia where licenses to Community radio are not given in a legitimate way. 

Radio is a remote innovation, which is effectively accessible each whereon modest costs, and any political, social, and strict gathering could utilize it for their goals. That is the reason individuals engaged with criminal operations are likewise completely profiting from this office. Because of the issues looked in getting radio licenses and duties coming about thereof, such gatherings incline toward running illicit radio broadcasts. As indicated by an estimate, more than 100 unlawful FM radios were being controlled by different strict and partisan components in the ancestral spaces of the NWFP area just as in different pieces of the country. For instance, in the adjoining space of Omerkot (Sindh), four unlawful radio broadcasts are working while in Ghotki (Sindh), there are five illicit radio broadcasts. These illicit radio broadcasts not just posture dangers to harmony, social solidness, and partisan amicability, yet additionally, make issues for the authorized radio broadcasts. 

Currently, no radio in Pakistan meets the required meaning of community radio; in any case, there are splendid possibilities for this area in the country. The community radio could demonstrate advantageous only when immediate access is given to individuals. Each individual has the privilege to chat on the issues looked at by him on the community radio, and restriction of any manner changes the actual idea of community radio.

Media and National Development 

Media can be a powerful force for change, both in the developed and the developing world. In developing countries, it can play a significant role in the promotion of pro-poor development agenda, as well as the promotion of economic growth through the stimulation of consumer markets. Where it is not able to effectively serve as a guard dog, gatekeeper or agenda setter, you can’t enhance the governance, citizens’ awareness of social issues by allowing citizens to hold their governments accountable, the elimination of corruption, and the creation of a civic forum for discussion and analysis. Recent studies have shown that the media (especially radio), supports the growth of the population of young, rural and illiterate, and demographic groups in Africa (BBC, 2006). 

The urban mass-media which are small and non-for-profit corporations like, communities and local radio stations, try to get you to reflect and serve the interests of the local community. Some would argue that the urban media play a special role in the provision of the vote in national, marginalized and low-income communities, and also in helping those who do not have access to the mainstream media, and make them a part of the development agenda. The financial sustainability of the media community, it is a serious problem. 

The state-owned media, particularly the broadcasting services that have greatest reach, are often criticized because of the government’s one-on-one political pressure, lack of professional journalism, and the poor quality of the programs, which ultimately resulted in a lack of funds. 

The private media have been largely regarded as profit-driven, and, in general, are dependent on advertising revenue. They are also be affected by the business or interests of the government, for instance through government advertising and advertisement cost reductions. In addition, this interest can lead to a homogenization of the program, and a shift away from the subject, rather than the content full of truth, and real lessons. 

The Public Broadcasting Services, FOCUS and OVO in contrast to the state-owned and private media, operate within a clearly defined legal framework, as well as a large degree of autonomy concerning programs and materials. 

Democracy, which has become commonplace around the world – with the exception of certain monarchy and dictatorial regimes – the electoral and multilateral processes will face great difficulties and pressures. This will be due to the failure of existing electoral systems to function as checks and standards applicable to management and government. For example, some governments have been empowered in previous elections but then the same elected governments face mid-year challenges, as well as unexpected problems e.g. Thailand in 2006. As such, the lack of compulsory voting – which, in fact, in elections that truly represents the public opinion – deprives most of the existing electoral systems in Asian countries to be truly representative of democracy.

Given 2007 the slow pace of achieving the Millennium Development Goals (MDGs) set out at the UN conference in 2000 to be fulfilled by 2015, major shortcomings in health, water supply, education, employment, energy, environment and equity will create segregation of international tribalism.

Contrary to this comparative fabric, the media is expected to balance their role between the two poles. On the other hand, as partners and beneficiaries in the ongoing resistance to the free market, such as expansion cars, aggressive commercials and advertising. On the other hand, as custodians of public interest are expected to rise above the consideration of profit and income to benefit national profits.

The media will be expected to act as “early warning” to alert citizens in general and community and political leadership to critical trends that are already emerging within the countries as they too may develop in the future. Whether media outlets can meet expectations depends on major developments and various collaborations with their technical capabilities. They will need to add new skills that go far beyond event-focused reporting and stenographic reporting to levels of art and a mind that are not open to the normal environment of everyday 

Key Issues of Development Communication 

A portion of the fantasies and confusions about correspondence, particularly when identified with the field of advancement. These confusions can frequently be the reason for misconceptions and lead to conflicting and ineffectual utilization of correspondence ideas and practices. The initial two focuses on this rundown are about correspondence all in all, while the others allude to improvement correspondence specifically. 

1.”Communications” and “correspondence” are not exactly the same thing. 

The plural structure alludes for the most part to exercises and items, including data technolo­gies, media items, and administrations (the Internet, satellites, communicates). The solitary structure, then again, for the most part alludes to the interaction of correspondence, accentuating its dialogical and logical capacities instead of its educational nature and media items. This qualification is critical at the hypothetical, methodological, and functional levels. 

2. There is a sharp contrast between ordinary correspondence and expert correspondence. 

An individual who conveys well isn’t really an individual who can make successful and proficient utilization of correspondence. Each an expert (improvement) specialized expert comprehends pertinent speculations and rehearses and is equipped for design­ing successful methodologies that draw from the full scope of correspondence approaches and techniques to accomplish proposed goals. 

3. There is a huge contrast between advancement correspondence and different sorts of correspondence. 

Both hypothetically and essentially, there are numerous dif­ferent kinds of utilizations in the correspondence family. There are four primary sorts of correspondence, they are support correspondence, corporate correspondence, inward correspondence, and improvement correspondence. Each has an alternate extension and requires explicit information and abilities to be per­formed adequately. 

4. The primary degree and elements of improvement correspondence are not only about conveying data and messages, but rather they likewise include connecting with partners and evaluating the circumstance. 

At present, the extent of advancement correspondence has expanded to incorporate an insightful perspective just as a dialogical one—proposed to open public spaces where discernments, conclusions, and information on significant partners . 

5 .Development correspondence drives can never be fruitful except if legitimate correspondence research is directed prior to settling on the technique. 

A correspondence expert should plan a correspondence crusade or strat­egy with having all the significant information to educate, to recognize holes their choice. 

6. To be successful in their work, advancement specialized experts need to have a particular and top to bottom information on the hypothesis and commonsense uses of the order. 

As well as being acquainted with the pertinent writing about the different correspondence speculations, models, and applications, advancement com­munication experts ought to likewise be taught in the fundamental standards and prac­tices of other interrelated orders, like human studies, advertising, social science, ethnography, brain research, grown-up schooling, and social exploration. 

In additionally, a decent expert ought to likewise have the right demeanour toward individuals, being empathic and able to tune in and to work with discourse to evoke and consolidate partners’ insights and suppositions. 

In particular, an expert advancement specialized expert should be reliably issue-centered, instead of foundation centred. 

7. Development correspondence Objectives plan. 

Indeed, even the most very much planned correspondence methodology will fizzle if the generally objec­tives of the undertaking are not appropriately resolved, on the off chance that they hate a wide agreement from partners, or if the exercises are not executed in a palatable way. In such cases, the essential establishments of improvement correspondence are dismissed, and the outcomes are generally frustrating, particularly over the long haul. 

8. Development correspondence isn’t only about conduct change. 

The spaces of mediation and the uses of advancement correspondence reach out past the customary idea of conduct change to incorporate, in addition to other things, examining financial and political components, distinguishing needs, surveying dangers and openings, enabling individuals, reinforcing foundations, and advancing social change inside complex social and worlds of politics. 

9. Media and data advances are not the foundation of improvement correspondence. 

Media and data advances are essential for improvement correspondence, and they are significant and helpful intends to help advancement. Their effect is enormously influenced by the correspondence work done in the examination stage. Past experience shows that except if such instruments are utilized regarding different methodologies and dependent on legitimate exploration, they only occasionally convey the expected outcomes. 

10. Participatory methodologies and participatory correspondence approaches are not exactly the same thing 

Participatory methodologies and participatory correspondence approaches are not exactly the same thing and ought not be utilized conversely, however they can be utilized together, as their capacities are frequently correlative, particularly during the examination stage. Regardless of whether there are a few likenesses between the two kinds of approaches, recognize correspondence passage focuses, and map out the data and correspondence frameworks that can be utilized later to plan and execute the correspondence procedure. All things being equal, these are generally key exercises did in a participatory correspondence appraisal.

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