Module 9: Definitions

Activity 9: The simplest, most concise and most elegant definition of development communication that I have ever read was that of Nora C. Quebral’s in the Development Communication Primer (Quebral and Gomez, 1976). In it, Quebral states: “Development Communication is a communication for planned social change.”

To expound this definition: Development Communication is using communication to promote development of a society, a community or a small group. This requires creativity to effectively convey the message to the target audience and convince them to change or act according to the development goals. This also needs knowledge, skills and experience in order to design, strategize and implement the target development. Finally, development means allowing the subject to change for the better or to reach its maximum potential as a group, community or society.