Prospects & Challenges 

             in Development Communication  & Development Support Communication

                                                          By;   ASIF MEHMOOD,

                                                                   NUML. LAHORE. 30/12/14.

Abstract:

This paper aims at exploring the nature and scope of “Development Support Communication” and “Development Communication” as not only an academic discipline in Pakistan rather also emphasize on its effects on the society. Moreover it also aims at elaborating the prospects and challenges in “Development Support Communication” and “Development Communication” in Pakistan.

1-Introduction:

Development support communication and development communication actually both aim at creating awareness in society and social change. Rather both they have difference in term of their functioning parameters and capacity wise. We will take a detail view of “Development” ,“Development Communication” and “Development Support Communication” along with the prospects and challenges in all respective fields in Pakistan.

2-What is “Development”?

First of all we should know about the meaning of the word “Development” to define it in well manner as,

2.1-The Business English dictionary says:

The systematic use of scientific and technical knowledge to meet specific objectives or requirements is called “Development”. It also narrates the “Development” as a process of economic and social transformation that is based on complex cultural and environmental factors and their interactions.

On the other hand,

2.2-Mariam Webster’s dictionary says:

A specified state of growth or advancement is called “Development”

2.3- Oxford English Dictionary

Finally the most renowned source known as “Oxford English Dictionary” which explained the word “Development” as,

de·vel·op·ment

: the act or process of growing or causing something to grow or become larger or more advanced,

: the act or process of creating something over a period of time,

: the state of being created or made more advanced.

3-Development communication:

Development communication is the integration of strategic communication in development projects. Strategic communication is a powerful tool that can improve the chances of success of development projects. It strives for behavior change not just information dissemination, education, or awareness-raising.

4-Development support communication:

Development support communication (DSC) is development planning and implementation that accounts for human behavioral factors in the design of development projects. DSC links stakeholders involved in development such as politicians, administrators, consumers and others. Communication channels include vertical (flowing from government to individuals and the reverse) and horizontal between the institutions and personnel connected with the development process. This all process is no doubt a support process for development communication.

5-Prospects:

Prospects means the possibility or likelihood of some future event occurring or a person regarded as likely to succeed or as a potential customer, client or entity etc.

6-Prospects in Pakistan:

As the Pakistan is a developing nation and it is an appropriate example for studying the effects of development communications on the developing states. Rather we also can observe the recent scenario, success, and the hazards in development communication among the developing nations while taking a view of the prospects in development communication in Pakistan.

6.1- Development Communication:

The sense of development communication is not prevailing properly in Pakistan due to multiple factors. On some extent, in various areas of the state it is working here effectively like, Punjab and the urban areas of the other provinces but the rest of the regions are vacant. Rather the future is very bright as the Pakistan is the one of the rapid growing nations across the globe. Pakistan is also known as a member in top 11 countries in the world having potential to be regional super power in next few decades.

For instance:

The Polio campaign in Pakistan is not working in true sense across the state but in the developed regions the campaign is working effectively no doubt and there is none a single case of Polio. On the other hand the cases of Polio are being reported just in remote areas. Now it is our aim that we should find out the issues involved.

6.2-Development Support Communication:

While talking about the development support communication, it is more successful process as compare to the development communication. Because the DSC works on geographical bases which is more appropriate while having more close and particular attachment with local customs, norms and values. That is why the campaign against Dengue fever is more successful as compare to the campaign against the Polio here in Pakistan.

7-Challenges:

After having an idea about the prospects of development communication and development support communication our next target is point out the challenges in the way of both formats.

The followings are the challenges in front of development communication and development support communication in Pakistan as;

1-      Terrorism

2-      Lacking in Infrastructure

3-      Literacy Rate

4-      Conflict Resolution

5-      Trade

6-      Cultural Heritage

7-      Social Norms & Values

7.1- Terrorism:

Generally the role of Terrorism as a major challenge in the way of development cannot be ignored. Same as the development communication and the development support communication both cannot function properly within the presence of terrorism no doubt. As we can easily observe that how the terrorist threats and attacks affected the Polio campaign in the northern and tribal areas of Pakistan.

7.2- Lacking in Infrastructure:

 Second major challenge in front of development communication and development support communication is the lacking in infrastructure as all the regions of the state are not easily approachable. More over as the other developing states there is remarkable deficit in the use of latest technology, which is another problem to endorse any new campaign in Pakistan. Obviously the sufficient infrastructure and proper technology is needed for functioning of the development communication and the development support communication.

7.3- Lesser Literacy Rate:

Lesser literacy rate is also an issue and a worst factor in the way of effective communication. No doubt the illiterate persons cannot perceive the actual sense of message as compare to the literate fellows. That is why the lesser literacy rate is also a huge challenge in front of the development communication and the development support communication.

7.4- Conflict Resolution:

Conflict resolution is a stage where one person gives priority to its personal interest upon the national interest. This factor may also be a challenge in the way of a number of campaigns under the development communication or the development support communication.

7.5- Trade:

Trade is also a major entity which puts its influence on the public campaigns and media massages. As we know the traders in form of advertisers have a great impact upon the media massages. That is why the trade can be another remarkable challenge in the way of development communication and development support communication. 

7.6- Cultural Heritage:

The cultural analysis of a particular region is very necessary before launching a campaign, because people dislike their cultural invasion by the other cultures. So, cultural studies and analysis are far better while planning for a campaign in a particular area.

7.7- Social Norms and Values:

Mostly masses are very strict toward their social norms and values. So, they do not accept the campaigns and media messages having material against their social norms and values.

For instance,

The western dressing styles no doubt may attract to a number of peoples but peoples will not wear them as they are against the social norms and values either geographically or religiously.

CONCLUSION:

After reading the whole discussion one can easily conclude that no doubt the current status of development communication and development support communication is not up to the mark in Pakistan. On the other hand, day by day the increasing literacy rate, technological advancement and independent media are playing vital role in enhancing the efficacy of development communication and development support communication in Pakistan.

The improving democracy is liberalizing the society with the passage of time which is another positive factor to reduce the challenges in front of development communication and development support communication.

For instance,

First time in the history of Pakistan the completion of the tenure of elected assemblies has taken place, and the peaceful exchange of power by executives had seen. After that the recent “Dherna” events including the “AZADI MARCH” and “AWAMI MARCH” have proved that the society of Pakistan is getting more liberal day by day. That is a success story of development communication and development support communication on first hand, rather it depicts the future of DC and DSC that how it is bright over here on the other hand.

References:

1-      The business English dictionary.

2-      The oxford English dictionary.

3-      Mariam Webster dictionary.

4-      www.google .com 

5-   www.Wikipedia.org