Success Stories of Media and Communication usage for Development

 

 

Success stories of Development Communication in Asia

Sis Patricia Michelle Mathias fsp

 

Abstract: This paper highlights Success Stories of Media- integrated initiatives in Development Communication. In order to clearly chart through the main topic, the paper provides a summarised, historical journey of the concept of Development and the usage of media for the same followed by actual narratives from people across continents wherein Mass mediated technology was used as an important tool to empower people and contribute to Development initiatives.

 

1. Introduction

 

The word, ‘Development’ today basically highlights an empowerment of people, a community and the entire society at large to contribute to their own growth and a better living in union with nature and the cosmos at large. Development Communication is an important subject in the field of Communication that highlights the role played by Communication and Communication tools in the role of providing information and knowledge that leads to the socio-political and economic development of individuals, communities and the nation at large. A journey through the history leads us to an understanding of how Mass Media has been a constant tool in implementing the numerous initiatives despite the tumultuous terrain of learning through experiences.

 

2.  Historical Perspective of Development Communication

 

‘Development Communication’ over the years has metamorphosised from a dominating paradigm into a participatory paradigm. Historically, the initial stages of Development Communication focused on the one-way, ‘monologic’ tradition of Sender-Message-Channel-Receiver wherein, communication was seen as a persuasive stance to develop habits and practices that cater to modernization and adaptation to innovations.

Hernández-Ramos, and Wilbur Schramm (1989) state that post World War II, the U.S emerged as a massive politically and economically established power. However, the rise of the Soviet Union and the spread of Communism unnerved the U.S. In an attempt at dealing with this issue, the U.S. guided by the leadership of U S president, Harry S Truman decided on a program called the Marshall plan that provided an economical assistance to Europe. This program of aid was implemented through multilateral organisations including those like the United Nations and the International Bank for reconstruction and development. This development focussed on Industrial development brought about through economic investments, procurement of raw materials, facilitating transportation and training of personnel to cater to the Industrial needs. Aid was subsequently provided for Public Education, Health care, Population Control and Media as a ‘persuasive’ communication tool (Hernández-Ramos, and Schramm,1989).

However, scholars from the 70’s, disapproved of these development initiatives. They opined that this initial tendency wherein Development was seen as a means to overcome traditional practices and adapt to modernization, industrialization and an economic boom only led to countries with poor economies becoming poorer and depending on countries with rich economies. This awareness led to a paradigm change that included a development approach which shifted from being ‘an economically and mechanically aided development by rich donor countries to dependent countries to a development that empowered the dependent countries and its citizens to grow, transform and be empowered to participate in their own development.

This changed concept of development was spear-headed by ‘Paulo Friere’ who used adult literacy campaigns to conscientize poor farmers in the North eastern part of Brazil and empowered the landless peasants to demand for their rights for freedom from oppressive conditions and for a better living. Thus, leading to the birth of a participatory model wherein, the people of the place were conscientized and contributed equally to their own development. Communication here was used positively and the tools included both the traditional means as well the news forms of technology.

Development was thus seen as a concept not to be imposed onto people, rather, an initiative wherein people participated in the process of their empowerment and growth through education, information, awareness of their rights and provisions provided within the precincts of the country and its governance.  It was then defined in a healthier perspective that enabled the growth of human beings in their entirety, including their political, socio-economic situation and the environment.

Communication now was not just persuasive and a one way means to use media to adapt to innovations, rather communication was a means to understand the actual situation, probe the real needs, become aware of one’s rights as citizens and contribute to one’s growth hand in hand with collaboration at varied levels between authorities, experts and the recipients. Therefore, “Development communication in the words of Nora Quebral (2006) is the art and science of human communication related to a society's planned transformation from the state of poverty to a dynamic socio-economic growth that leads to a greater equality and the larger unfolding of individual potentials.

Focussing on Nedia, Royal Colle (2002) also defines Development Communication as the planned and systematic use of communication through interpersonal channels, audio-visual and mass media. Colle highlights the importance on the collects and exchanging information, mobilising people for development actions, assisting the people through the process of problem-solving during misunderstandings and the application of the Communication technology “to training and extension programs, particularly at the grassroots level, in order to improve their quality and impact” (Colle, R. 2002).  

Mass Media technology is thus one among the many tools of Communication that has been employed to reach out to the people instantaneously.

 

3.   Mass Media and Development Communication- The Success Stories

 

Mass media includes varied means of tools in Communication. These include both the Traditional forms of Media, Print Media, Electronic Media and now the ‘Digital media’. While, the yester years, saw a massive influence of traditional media such as street theatre, varied theatrical and dance forms, hoardings, booklets and posters; Community Radios, Participatory Videos and Television series; Today, New Media including Smartphone Apps, Social Media Apps, OTT apps like YouTube and likewise, have transformed the arena of Digital communication with their quick means to reach out at any given time and space.

 

3.1   Apps That Turn into A Boon for Struggling Farmers

A research Survey by Mckinsey revealed that a large number of Farmers in Brazil used digital technology for gathering information. Other studies also reveal that farmers use technologies to obtain information on the activities of the farm, farm management, purchase and sales of inputs and production, mapping land use and prediction of climatic risks (Mckinsey & Company, 2020; Colussi, 2020)

Maria Vasconcelos, the daughter of a farmer, educated in a university along with her friends Raphael and Thales, experimented with sensors that could measure rain and gradually developed a technology that can be digitally accessed on a smartphone measure soil moisture and temperature in the soil. The experiment was very successful on her own fathers’ field. Being in a village, she then contacted all her father’s friends who were farmers and those who adapted this technology benefitted so much that they further turned into role models and encouraged other to adopt this technology. The farmers benefitted, while Maria and her team turned into entrepreneurs (Be Brasil, 2021). This could be considered as an ideal development for community members.

 

3.2   A Phone Call That Turns into A Voice for The Voiceless

 

The Gondi tribe is an indigenous tribe belonging to the forests of Chhattisgarh in central India who had been ignored for long. Shubhranshu Choudhary, a journalist quit his job at the BBC world service and took help from Microsoft to build an app to highlight the news and information of the Gondi people. He thus laid the foundation of the CGnet Swara- an online voice-based portal which allows people to report a local news just by making a phone call. For this, he trained the people from the local community to deliver the audio-news reports.

Reported stories follow a process of moderation by the CGnet Swara team for authenticity purposes. For instance, when Mahesh Saket, a resident of Rewa district called to report about the only single handpump in the village that had gone dysfunctional, CGnet audience made multiple calls to the authorities, leading to the pump getting repaired in just 10 days. (Singh, 2017)

In another interesting story, a member from the tribe in the hills called the ‘Pahari Korwa’ of Raigarh district called to report about deaths of two pregnant women as they couldn’t reach the hospital on time due to lack of good roads and also mentioned the number of the collector in his message.  The collector was surprised to receive a call from New Jersey to ask what was done about the same. Today, the village has transformed and the villagers now also have a school in this area (Singh, 2017). Initiatives such as these form the crux of Development.

 

3.3   Participatory Videos (PV) for Social Change

 

The concept of the Participatory video began initially to highlight the plight of the people by making a video of theirs and then garnering the attention of the authorities and the civil society as well as the people around by showcasing the video. Unlike Documentary videos that sometimes capture stories to showcase them to the world, a participatory Video is made to garner attention to a community and the issues faced by them. R. Arun Kumar and P.Govindaraju (2011) state that “as a catalyst PV works as a catalyst for groups to develop the power to interact and influence those bodies and institutions with power over. Video breaks the illiteracy barrier and facilitates the access to the institutional and political framework. The objectives of participatory video are to facilitate empowerment, community self-sufficiency, and communication.” While initially it used to be video films, today, YouTube, the OTT platform provides space, ease, economic feasibility and convenience to easily upload videos  and reach out seeking help or bring attention to their concerns.

One of the most prominent and popular examples of participatory communication is the example of Donald Snowden who teamed up with filmmaker Colin Low to make 27 short films documenting the life and the struggles faced by the fishing community of the Fogo Island, Newfoundland, Canada. The video made by them in a collaborative effort with the people of the community led to many measures being taken to solve the community issues.

 

3.4   ICTs lead to transformation for a good cause

Samkha Village in the Lampang Province of Thailand in its earlier days, had lot of issues, logging led to forest damage which further caused drought and lack of drinking water in summer, followed by flash floods that damaged the paddy fields, which is the primary source of food and income for the people there. Forest fires caused by the villagers while hunting lead to further harm. A teacher, ‘Srinaun Wongtrakul’ and her six students who attended a workshop funded by local and international organizations on community learning initiatives, changed the scenario. It was a learner- oriented programme and gradually with the help of Information and communication technologies, and many reports that went back and forth, the village saw many projects being implemented like check dams, firebreaks, credit unions and information and technology centres to cater to this simple village. Here too a Mobile GAP assessment system was used and children from the Samkhya village’ elementary school were also trained to use “computers and tablets for data inputting and certification application purposes”. The crop production began faring well and water levels too were restored. The parents also depended on their children for data entries, the children grew in confidence. (FAO, 2015)

 

3.5   Community Radio- a beacon in the dark

Gurgaon Ki Awaaz is a community Radio venture that began in 2008 initiated by the NGO ‘The Restoring Force’. The radio plays folk songs of the people of that locality. They reach out to the people of this community in such a way, that the Community Radio station has turned into a mediator between the Government officials and the village. People call the Community Radio for help even for matters such as Bad roads. The Radio teamed up with the internationally acclaimed Sesame group to teach children of migrant workers values and hygiene. The Radio station trains and employs people belonging to the community. Community Learning Programmes like the ‘Chahat Chowk’ focussing on sexual and reproductive health, ‘We The People Abhiyaan’ ‘a 13-part series on the Preamble to the Indian Constitution involving lawyers and social activists, adolescent emotional health programs and other programs on gender- based violence, sexual harassment and gender identity. People call the Radio station, clarify their doubts, even chat with them in a very friendly manner. (Gurgaon Ki Awaaz)

 

3.6   Folk Media- a powerful medium amidst villagers

Dhananjay a pathologist, while traveling back to his village for practice met with an accident. While in the hospital many of the villagers visited him, highlighting the worsening water crisis and deteriorating land conditions in his village. 

In his attempt to do something for the people of his village. He visited other villages to find out techniques of the Watershed Management Programme. Dhananjay stated that he took the help of kirtankars (a community of spiritual storytellers who use dance and songs to convey a message) and tamasha artists (folk dancers and artists) to convey the message and create awareness. They held over 150- 200 events around the village and even visited schools, public events and households with a small television to showcase the importance of the environmental conservation. Videos were made as the results bore fruit and water conversation began. This attracted publicity towards the village and many youngsters joined the cause. The video having been shown on television also brought the attention of the Government and Trust Bodies who granted funds for the project.  The Farmers who could barely grow one crop and had started migrating away, today are able to produce multiple crops (Nitnaware, 2021). These are many instances wherein media initiatives have turned into beacons in the dark.

 

4.   Conclusion

Success Stories are many. However, it is to be remembered that Media alone cannot lead to development. It is team work and the use of proper communication tools. And Media is an undeniably important tool today that aids development initiatives. In a world that is bound by technology, media networking can work wonders across the world today, especially amidst people who are in dire need.

It is inevitable that we use vivid Means of Communication to adapt behaviours and attitudes that lead to a Development that is holistic and involves both the development of Humankind in union with Nature.

 

REFERENCES

 

1.      Be Brasil, 2021, Farming in the digital age- Using digital connectivity to revolutionise traditional farming and agribusiness across Brazil, BBC Capitol, http://www.bbc.com/storyworks/capital/brazil-where-else/agritech-brazil

2.      Colle Royal, 2002, Threads of Development Communication. In: SERVAES, J. (ed.), Approaches to Development Communication, Chapter 6, Paris: UNESCO, http://www.unesco.org/new/fileadmin/MULTIMEDIA/HQ/CI/CI/pdf/approaches_to_development_communication.pdf

3.      Colussi Joana, August 10, 2020, Research Shows the Profile of Brazilian Digital Agriculture During the Pandemic, Farm Policy News, Illinois,  https://farmpolicynews.illinois.edu/2020/08/research-shows-the-profile-of-brazilian-digital-agriculture-during-the-pandemic/

4.      Fogo Island Inn, The Fogo Process, https://fogoislandinn.ca/our-island/the-fogo-process/

5.      Hernández-Ramos, P., & Schramm, W. (1989). Development Communication: 1. History and Theories. In E. Barnouw (Ed.), International Encyclopedia of Communications. New York & Oxford: Oxford University Press/Annenberg School of Communications, University of Pennsylvania, Vol. 2, 9-12.

6.      History of Gurgaon Ki Awaaz, Gurgaon ki awaaz 107.8 FM, https://www.gurgaonkiawaaz.in/about/history/

7.      Kumar Arun R. and Govindaraju P., 2011, The role of Participatory Video in empowering different communities in Participatory Development, PPT presentation on authorSTREAM, http://www.authorstream.com/Presentation/vsundarraman-1390998-the-role-of-participatory-video-in-empowering/

8.      Mckinsey &Company, July 16, 2020, Brazilian farmers' approach to digital: Embracing digital, https://www.mckinsey.com/industries/agriculture/our-insights/brazilian-farmers-approach-to-digital

9.      Nitnaware Himanshu, May 28, 2021, Maharashtra Man Beats Drought to Revive 400 Hectares, Makes Village Tanker-Free, The Better India Community, https://www.thebetterindia.com/255789/revive-grasslands-maharashtra-lamkani-village-save-water-conservation-dhananjay-newadkar-paani-foundation-environment-him16/

10.  Quebral, Nora (2001), Development Communication in a Borderless World, Paper presented at the national conference-workshop, ‘New Dimensions, Bold Decisions’, University of the Philippines Los Baños, pp. 15–28.

11.  Success Stories on Information and Communication Technologies for Agriculture and Rural Development, Ed. Gerard Sylvester, Food and Agriculture Organization of the United Nations, Regional Office for Asia and the Pacific, Bangkok, 2015

12.  Singh Tanaya, November 17, 2017, Here’s How a Simple Phone Call From You Can Change Thousands of Lives, The Better India Community,  https://www.thebetterindia.com/121295/cgnet-swara-phone-call-shubhranshu-choudhary/