Development Communication and Journalism

Development Communication is the use of communication as a catalyst for social development. It is the systematic application of the processes, strategies and principles of communication to bring about positive social change. It is also described as the *art and science of human communication* used to facilitate the development of a disadvantaged society in a planned manner.

Its role in development is very important. It:
- creates awareness about development issues and available technologies,
- educates and informs people,
- mobilises people to use new ideas and technologies for the betterment of society,
- links government agencies, NGOs and people,
- helps bring dialogue, consensus and concerted action for social change,
- supports goals like poverty alleviation, health, sanitation, education, environmental conservation and gender equity.

So, development communication helps people understand problems and participate in solutions for development.

The essential features of Development Communication are:

- It is oriented to socio-economic development and the happiness of people and the community at large.
- It aims at giving information and educating the community.
- It combines mass media and interpersonal communication channels for greater impact.
- It is based on the audience characteristics and their environment.

It is also a two-way process between those who have information and those who are ignorant, and it tries to build dialogue and motivation among people and development agencies.