Global Advertising and Public Relations
I- Brief History of Advertising and Public Relations Worldwide
1- Western in Origin
2- Corporate purpose
3- Manipulative in their Role, Function, and Design
4- Democratic in tradition
5- Capitalistic in Heritage
6- Postmodern, Postmillennial, Post-Cold War Era
II- Environmental Challenges, Population Growth, Poverty and Hunger, War
III- The management of Change
IV- Tensions from Technology, Globalism, and Multiculturalism
V- Governments, Corporations, and Private Citizens
VI- Nationalism versus Globalism
VII- Past versus Future
VIII- Tensions among the First, Second, And Third Worlds
X- Class Stratification
XI- Control of Technology
XII- An Ideological foundation for Advertising and Public Relations
Monday, July 9, 2007
Sunday, July 8, 2007
Assignment 4
I think that video gaming can be considered as a new chapter in global communication for several reasons. First, Video games are popular all around the world, which make them part of the global pop culture. Second, through video games people learn more about different cultures. Video games also contribute to the theory of convergence, by making all people that play video games allover the word converge to one culture, which is that of video gaming.
chapter11, outline
Global communication and propaganda
I- Introduction
II- Origins of propaganda
III- seeking a definition
IV- Propaganda and public relations
V- Public diplomacy
VI- Research on persuasion
VII- Wartime propaganda
VIII- Strategies of a propaganda campaign
1- Name calling
2- Glittering generality
3- Image transfer
4- Testimonial
5- Plain Folks
6- Card Staking
7- Bandwagon Approach
IX- Modern use of propaganda
X- Terrorism as propaganda
XI- Addressing terrorism
XII- Conclusions
I- Introduction
II- Origins of propaganda
III- seeking a definition
IV- Propaganda and public relations
V- Public diplomacy
VI- Research on persuasion
VII- Wartime propaganda
VIII- Strategies of a propaganda campaign
1- Name calling
2- Glittering generality
3- Image transfer
4- Testimonial
5- Plain Folks
6- Card Staking
7- Bandwagon Approach
IX- Modern use of propaganda
X- Terrorism as propaganda
XI- Addressing terrorism
XII- Conclusions
Thursday, July 5, 2007
Chapter 10, detailed outline
The Politics of Global Communication
I- The three substantive domains
- The substantive domains of global communication politics encompass the fields of telecommunication, intellectual property rights, and mass media.
II- The beginnings
A- Telecommunication: International Telecommunication Union (ITU), the first treaty to deal with the world communication was adopted: The International Telegraphy Convention.
- The original text of the convention's treaty stated that the signatories desired to secure for their telegraphy traffic the advantages of simple and reduced tariffs, to improve the conditions of international telegraphy, and to establish a permanent cooperation among themselves while retaining their freedom of operation.
- Among the other norms adopted were the protection of the secrecy of correspondence, the right of all nations to use international telegraphy, and the rejection of all liability of international telegraphy services.
- The contracting parties also reserved the right to stop any transmission considered dangerous for state security or in violation of national laws, public order, or morals.
B- Intellectual Property Rights:
- The Berne treaty provided international recognition for the national treatment principle.
- In the development of author rights, the basic principles have been,
- To ensure remuneration for an author by protecting his or her work against reproduction.
- To demand respect for the individual integrity of the creator
- To encourage the development of the arts, literature, and science
- To promote a wider distribution of literary, artistic, and scientific works.
C- Mass Media:
- The positive, constructive contribution to the media to peaceful international relations generated considerable excitement.
- However, the negative social impact of the mass media was also a serious concern.
- A moral, educational concern was expressed regarding the spread of obscene publications across borders.
D- The new multilateral institutions:
- After 1945, global communication politics received a new movement through the establishment of the United Nations.
- The Un General Assembly has contributed to global communication politics through a vast number of resolutions that address such divergent issues as the jamming of broadcasts, the protection of journalists on dangerous missions, direct satellite broadcasting, and human rights aspects of science and technology.
- Among the various organs of the UN General Assembly, special attention for communication matters is located in the Third Committee of the General Assembly, and the Economic and Social Council.
- The Committee on the Peaceful Uses of Outer Space became the focal point for the UN standard setting in outer space law, with important references to world communication politics through regulatory instruments addressing satellite broadcasting.
E- Specialized agencies:
- Multilateral policy is also made by the specialized agencies of the United Nations, and several of these became important regulators for the field of communication, especially the ITU.
F- The nongovernmental Organizations:
- In the post-1945 phase of the evolution of the world communication politics, an important contribution was offered by a rapidly growing group of international nongovernmental organizations.
- INGOs are partly international, in terms of membership and activities, and partly nationally based.
- They can influence the policymaking processes of the intergovernmental organizations as expert groups or as lobbying agents.
G- Shifts in Global Communication Politics:
- Today's global governance system to a large extent determines supranationally the space that national governments have for independent policy making.
- Global communication politics is increasingly defined by trade and market standards and ever less by political considerations.
- The most powerful private payers have become more overtly significant.
- The locus of policy making shifted form governments to associations of private business actors.
H- The World Trade Organization:
- The WTO was established as one of the outcomes of the GATT Uruguay Round of multilateral trade negotiations, completes in December1993.
- The WTO is generally more favorably to the trading interests of the major industrial countries than are other intergovernmental bodies.
- Among its main policy principles are the worldwide liberalization of markets and the nondiscrimination principle, which provides for national treatment of foreign competitors in national markets and for the treatment as most-favored nations.
- The rules of free trade are applied to the three main components of the world communications market: the manufacturing of hardware, the production and distribution of software, and the operation of networks and their services.
III- Current practices
A- The domain of telecommunication:
- The prevailing pattern of thought that guides global politics in relation to telecommunication infrastructures is based on the following assumptions:
- Telecommunication infrastructures are essential to development.
- The installation of the infrastructures is expensive.
- Private funding is needed.
- Countries have to liberalize their telecommunication markets and adopt pro-competition regulatory measures to attract private funding.
- Foe national and global telecommunication markets, the new policy implied privatization and liberalization.
- The key policy principles for global telecommunication are liberalization of the market and universal service.
- Liberalization can be defined as the opening of markets to competition; privatization refers to the transfer to state-owned institutions or assets to various degrees of private ownership.
- Governments pursue privatization and or liberalization policies for different reasons.
B- The WTO Telecommunication treaty:
- The basic telecommunication services are defined as follow:
- Public telecommunication transport service: any telecommunication transport service required by a member to be offered to the public generally.
- Public telecommunication transport network: The public telecommunication infrastructure that permits telecommunications between and among defined network termination points.
- Trade interests rather than sociocultural aspirations determine national telecommunication policy.
C- Changing the account rate settlement system:
- An important component of global communication politics is the so-called account rate system.
D- The Domain of Intellectual property rights:
- The essential governing institutions in the field of intellectual property rights are the World Intellectual Property Organization and the WTO.
- TRIPS contains the most important current rules on the protection of intellectual property rights. It is implemented within the WTO regulatory framework.
E- The domain of mass media:
- The main issues in relation to mass media concern concentration of ownership and the trade in media products.
- Oligopolization in the information industry may also undermine the civil and political fundamental right to freedom of expression.
- Oligropolists always have the tendency to use their market power to price gouge consumers. This means that access to information and culture becomes dependent upon the level pf disposable income.
- The contending positions are liberal-permissive claims versus protectionist restrictive claims.
- The liberal position prefers an arrangement that permits total liberalization of market access for media services.
- The more protectionist position favors levels of protection form media imports as instruments to support local media industries or to protect local culture.
IV- Lessons form a key project in the domain of global mass media politics
- During the 1970's, the new international information order (NIIO) was created.
- A new order that would be democratic, support economic development, enhance the international exchange of ideas, share knowledge among all the people of the world, and improve the quality of life.
- Among the various factors that contributed to the NIIO failure, the modt critical one was the lack of participation.
V- Global Communication Politics Today
A- Access:
- The neoliberal agenda perceives people primarily as consumers and aspires to provide them with access to communication infrastructure.
- The humanitarian agenda perceives people primarily as citizens and wants them to be sufficiently literate so than communication infrastructures can be used to promote democratic participation.
B- Knowledge:
- On the neoliberal agenda, knowledge is a commodity that can be processes and owned by private parties, and the property rights of knowledge producers should be strictly reinforced.
- On the humanitarian agenda, knowledge is a public good that cannot be privately appropriated.
C- Global Advertising:
- The neoliberal agenda has a strong interest in the expansion of global advertising.
- The humanitarian agenda is concerned about the ecological implications of the worldwide promotion of a consumer society.
D- Privacy:
- The neoliberal agenda has a strong interest in data mining: the systematic collection, storage, and processing of data about individuals to create client profiles for marketing purposes.
- The humanitarian agenda has a strong interest in the protection of people's privacy.
E- Intellectual Property Rights:
- The neoliberal agenda has a strong interest in the strict enforcement of a trade based system for the protection of intellectual property rights.
- This agenda has a strong interest in protecting the interests of communal property of cultural resources and in protecting resources in the public domain against their exploitation by private companies.
F- Trade in Culture:
- The neoliberal agenda has a strong interest in the application of the rules of international trade law to the export and import of cultural products.
- The humanitarian agenda is interested in exempting culture from trade provisions and in allowing national measures for the protection of cultural autonomy and local public space.
G- Concentration:
- The neoliberal agenda has a strong interest in creating business links with partners in order to consolidate controlling positions on the world market.
- The humanitarian agenda is concerned that today's global merger activities have negative consequences for both consumers and professionals in terms of diminishing diversity and creating the loss of professional autonomy.
H – The Commons:
- The neoliberal agenda wants to private exploitation of such commons as the airwaves.
- The humanitarian agenda wants to retain the public property of the human common heritage.
I- The three substantive domains
- The substantive domains of global communication politics encompass the fields of telecommunication, intellectual property rights, and mass media.
II- The beginnings
A- Telecommunication: International Telecommunication Union (ITU), the first treaty to deal with the world communication was adopted: The International Telegraphy Convention.
- The original text of the convention's treaty stated that the signatories desired to secure for their telegraphy traffic the advantages of simple and reduced tariffs, to improve the conditions of international telegraphy, and to establish a permanent cooperation among themselves while retaining their freedom of operation.
- Among the other norms adopted were the protection of the secrecy of correspondence, the right of all nations to use international telegraphy, and the rejection of all liability of international telegraphy services.
- The contracting parties also reserved the right to stop any transmission considered dangerous for state security or in violation of national laws, public order, or morals.
B- Intellectual Property Rights:
- The Berne treaty provided international recognition for the national treatment principle.
- In the development of author rights, the basic principles have been,
- To ensure remuneration for an author by protecting his or her work against reproduction.
- To demand respect for the individual integrity of the creator
- To encourage the development of the arts, literature, and science
- To promote a wider distribution of literary, artistic, and scientific works.
C- Mass Media:
- The positive, constructive contribution to the media to peaceful international relations generated considerable excitement.
- However, the negative social impact of the mass media was also a serious concern.
- A moral, educational concern was expressed regarding the spread of obscene publications across borders.
D- The new multilateral institutions:
- After 1945, global communication politics received a new movement through the establishment of the United Nations.
- The Un General Assembly has contributed to global communication politics through a vast number of resolutions that address such divergent issues as the jamming of broadcasts, the protection of journalists on dangerous missions, direct satellite broadcasting, and human rights aspects of science and technology.
- Among the various organs of the UN General Assembly, special attention for communication matters is located in the Third Committee of the General Assembly, and the Economic and Social Council.
- The Committee on the Peaceful Uses of Outer Space became the focal point for the UN standard setting in outer space law, with important references to world communication politics through regulatory instruments addressing satellite broadcasting.
E- Specialized agencies:
- Multilateral policy is also made by the specialized agencies of the United Nations, and several of these became important regulators for the field of communication, especially the ITU.
F- The nongovernmental Organizations:
- In the post-1945 phase of the evolution of the world communication politics, an important contribution was offered by a rapidly growing group of international nongovernmental organizations.
- INGOs are partly international, in terms of membership and activities, and partly nationally based.
- They can influence the policymaking processes of the intergovernmental organizations as expert groups or as lobbying agents.
G- Shifts in Global Communication Politics:
- Today's global governance system to a large extent determines supranationally the space that national governments have for independent policy making.
- Global communication politics is increasingly defined by trade and market standards and ever less by political considerations.
- The most powerful private payers have become more overtly significant.
- The locus of policy making shifted form governments to associations of private business actors.
H- The World Trade Organization:
- The WTO was established as one of the outcomes of the GATT Uruguay Round of multilateral trade negotiations, completes in December1993.
- The WTO is generally more favorably to the trading interests of the major industrial countries than are other intergovernmental bodies.
- Among its main policy principles are the worldwide liberalization of markets and the nondiscrimination principle, which provides for national treatment of foreign competitors in national markets and for the treatment as most-favored nations.
- The rules of free trade are applied to the three main components of the world communications market: the manufacturing of hardware, the production and distribution of software, and the operation of networks and their services.
III- Current practices
A- The domain of telecommunication:
- The prevailing pattern of thought that guides global politics in relation to telecommunication infrastructures is based on the following assumptions:
- Telecommunication infrastructures are essential to development.
- The installation of the infrastructures is expensive.
- Private funding is needed.
- Countries have to liberalize their telecommunication markets and adopt pro-competition regulatory measures to attract private funding.
- Foe national and global telecommunication markets, the new policy implied privatization and liberalization.
- The key policy principles for global telecommunication are liberalization of the market and universal service.
- Liberalization can be defined as the opening of markets to competition; privatization refers to the transfer to state-owned institutions or assets to various degrees of private ownership.
- Governments pursue privatization and or liberalization policies for different reasons.
B- The WTO Telecommunication treaty:
- The basic telecommunication services are defined as follow:
- Public telecommunication transport service: any telecommunication transport service required by a member to be offered to the public generally.
- Public telecommunication transport network: The public telecommunication infrastructure that permits telecommunications between and among defined network termination points.
- Trade interests rather than sociocultural aspirations determine national telecommunication policy.
C- Changing the account rate settlement system:
- An important component of global communication politics is the so-called account rate system.
D- The Domain of Intellectual property rights:
- The essential governing institutions in the field of intellectual property rights are the World Intellectual Property Organization and the WTO.
- TRIPS contains the most important current rules on the protection of intellectual property rights. It is implemented within the WTO regulatory framework.
E- The domain of mass media:
- The main issues in relation to mass media concern concentration of ownership and the trade in media products.
- Oligopolization in the information industry may also undermine the civil and political fundamental right to freedom of expression.
- Oligropolists always have the tendency to use their market power to price gouge consumers. This means that access to information and culture becomes dependent upon the level pf disposable income.
- The contending positions are liberal-permissive claims versus protectionist restrictive claims.
- The liberal position prefers an arrangement that permits total liberalization of market access for media services.
- The more protectionist position favors levels of protection form media imports as instruments to support local media industries or to protect local culture.
IV- Lessons form a key project in the domain of global mass media politics
- During the 1970's, the new international information order (NIIO) was created.
- A new order that would be democratic, support economic development, enhance the international exchange of ideas, share knowledge among all the people of the world, and improve the quality of life.
- Among the various factors that contributed to the NIIO failure, the modt critical one was the lack of participation.
V- Global Communication Politics Today
A- Access:
- The neoliberal agenda perceives people primarily as consumers and aspires to provide them with access to communication infrastructure.
- The humanitarian agenda perceives people primarily as citizens and wants them to be sufficiently literate so than communication infrastructures can be used to promote democratic participation.
B- Knowledge:
- On the neoliberal agenda, knowledge is a commodity that can be processes and owned by private parties, and the property rights of knowledge producers should be strictly reinforced.
- On the humanitarian agenda, knowledge is a public good that cannot be privately appropriated.
C- Global Advertising:
- The neoliberal agenda has a strong interest in the expansion of global advertising.
- The humanitarian agenda is concerned about the ecological implications of the worldwide promotion of a consumer society.
D- Privacy:
- The neoliberal agenda has a strong interest in data mining: the systematic collection, storage, and processing of data about individuals to create client profiles for marketing purposes.
- The humanitarian agenda has a strong interest in the protection of people's privacy.
E- Intellectual Property Rights:
- The neoliberal agenda has a strong interest in the strict enforcement of a trade based system for the protection of intellectual property rights.
- This agenda has a strong interest in protecting the interests of communal property of cultural resources and in protecting resources in the public domain against their exploitation by private companies.
F- Trade in Culture:
- The neoliberal agenda has a strong interest in the application of the rules of international trade law to the export and import of cultural products.
- The humanitarian agenda is interested in exempting culture from trade provisions and in allowing national measures for the protection of cultural autonomy and local public space.
G- Concentration:
- The neoliberal agenda has a strong interest in creating business links with partners in order to consolidate controlling positions on the world market.
- The humanitarian agenda is concerned that today's global merger activities have negative consequences for both consumers and professionals in terms of diminishing diversity and creating the loss of professional autonomy.
H – The Commons:
- The neoliberal agenda wants to private exploitation of such commons as the airwaves.
- The humanitarian agenda wants to retain the public property of the human common heritage.
Wednesday, July 4, 2007
Chapter 10, outline
The Politics of Global Communication
I- The three substantive domains
II- The beginnings
A- Telecommunication
B- Intellectual Property Rights
C- Mass Media
D- The new multilateral institutions
E- Specialized agencies
F- The nongovernmental Organizations
G- Shifts in Global Communication Politics
H- The World Trade Organization
III- Current practices
A- The domain of telecommunication
B- The WTO Telecommunication treaty
C- Changing the account rate settlement system
D- The Domain of Intellectual property rights
E- The domain of mass media
IV- Lessons form a key project in the domain of global mass media politics
V- Global Communication Politics Today
A- Access
B- Knowledge
C- Global Advertising
D- Privacy
E- Intellectual Property Rights
F- Trade in Culture
G- Concentration
H – The Commons
I- Civil Advocacy
J- The World Summit on the Information Society
I- The three substantive domains
II- The beginnings
A- Telecommunication
B- Intellectual Property Rights
C- Mass Media
D- The new multilateral institutions
E- Specialized agencies
F- The nongovernmental Organizations
G- Shifts in Global Communication Politics
H- The World Trade Organization
III- Current practices
A- The domain of telecommunication
B- The WTO Telecommunication treaty
C- Changing the account rate settlement system
D- The Domain of Intellectual property rights
E- The domain of mass media
IV- Lessons form a key project in the domain of global mass media politics
V- Global Communication Politics Today
A- Access
B- Knowledge
C- Global Advertising
D- Privacy
E- Intellectual Property Rights
F- Trade in Culture
G- Concentration
H – The Commons
I- Civil Advocacy
J- The World Summit on the Information Society
Chapter 9, detailed outline
Milestones in Communication and National Development
I- Introduction
- This chapter explores the communication and development field.
- In this chapter the term Communication for development is used to describe the systematic use of a social system's communication resources to stimulate, promote, and support human development.
- Fraser and Restrepo- Estrada (1998) offered a comprehensive definition of communication for development: Communication for development is the use of communication processes, techniques and media to help people toward a full awareness of their situation and their options for change, to resolve conflicts, to work toward consensus , to help people plan actions for change and sustainable development, to help people acquire the knowledge and skills they need to improve their condition and that society , and to improve the effectiveness of institutions.
- Several strategies in communication are been used by community groups, national governments, regional and international organizations, and nongovernmental organizations to address the range of development challenges facing the world.
- Public awareness and information campaigns , community mobilization , folk media, social marketing , entrainment-education , and advocacy are among the dominant strategies being used to promote , support , and sustain projects aimed at agriculture , education , the environment , family planning and reproductive health, gender, equality, nutrition, and public health.
II- Post-World War II Realities
- At the end if the War II, the human condition was miserable.
- The devastation caused by the war and the consequences of colonialism challenged the international community to do something about the unacceptable state of the human condition.
- By the late 40's, humanity had a range of development challenges.
- The excitement associated with the success of the Marshall plan in the European reconstruction after War II suggested that a similar model could be applied to the conditions that existed in Africa, Asia, and Latin America and the Caribbean.
- Development aid became an important item on the international relations agenda, and the development project became the primary vehicle for connecting aid with the individuals who needed it.
- Development projects in the early postwar years emphasized the transfer of technologies and techniques to support industrialization. Industrialization was generally accepted as the engine driving social progress.
- Spheres of influence refer to the ability of powerful states to impose their will on other states through economic, cultural, and military means.
- The U.N has played a major role in the development of the field of communication for development.
III- What is development?
- Development is recognized as a complex, integrated, participatory process, involving stakeholders and beneficiaries and aimed at improving the overall quality of human life through improvements in a range of social sectors in an environmentally responsible manner.
- Stakeholders include national governments and politicians, international agencies such as the specialized agencies of the U.N system.
- Stakeholders have the power to help or delay the development and implementation of development projects.
- The beneficiaries are the hundreds of millions of humans who need improvement in their quality of life.
- The list of the pressing development challenges:
- Reduction and the elimination of poverty
- Provision of adequate housing
- Access the health care
- Access to lifelong education
- Development is a profound form of social change.
- Everett Rogers, described development as a widely participatory process of directed social change in a society, intended to bring about both social and material advancement including greater equality , freedom, and other valued qualities for the majority of the people through their gaining greater control over their environment.
- Development is accepted to be complex, multidimensional and dialectic process that had no universal recipe.
- According to Andrew Moemeka (2000) , communication for development has two roles; support of social change that aims for higher quality of life, social justice , and correction of the dysfunctions from early development interventions; and socialization, creating an environment in which established values that support positive social change are maintained and, further , supporting the development of attitudes and behaviors needed to create a social system that benefits all citizens.
IV- Communication for development
- Several forces have influenced the evolution of the field of communication for development: The growth of capitalism, advances in communication technology, and the ideological rivalries between the United States and the Soviet Union during the Cold War.
- Of equal importance in the evolution of the field of communication for development were the influences of changing development paradigms and advances in communication theory, especially theories of mass media effects, persuasion, and behavior change.
- Most of the early theories that guided the practice of communication for development emerged out of the modernization paradigm.
- A paradigm is defined as an overarching body of thought whose core assumptions are subscribed to by all who work under its rubric.
A- Southeastern Ohio, USA: It is an example of maldevelopment and the process of underdevelopment.
- Contemporary southeastern Ohio is predominantly rural, with high levels of unemployment , high levels of physical inactivity , and substantial environment degradation.
- The concepts participatory and sustainable are central to contemporary communication for development practices.
- Participation refers to the involvement of citizens/beneficiaries in defining, designing, implementing, and evaluating development interventions.
- The term sustainable development is sued to describe an intervention whose outcomes are environmentally and culturally sound and can be continued by the community after the end of any resources that may have been provided by external agencies.
B-Turkmenistan: Communication for development inventions is also evident in the transitional societies that have emerged since the breakup of the Soviet Union.
- Turkmenistan, formerly a republic in the Soviet Union, became an independent state in 1992.
- The government sees the building of national identity and nurturing of national pride is important elements in the construction of individual and collective efficacy.
C- Eritrea: In Eritrea modern communication technologies are being used to create distance education systems aimed at improving access to formal education and the management of the economy.
VI- The Modernization Model
A- Modernization through Capitalism: At the end of WWII, two ideas contended for dominance in the discourse on development and human progress: Modernization through capitalism, and communism.
- The modernization perspective held that human society progresses in a linear fashion from traditional societies to modern systems of social organization and that they will continue to do so in an evolutionary manner.
- Traditional societies, according to modernization, tend to be oriented to maintaining a status quo dominated by approved status.
- Lack of self-efficacy, has also been identified as an attribute of traditional societies.
- A modern society on the other hand, is characterized by materialism, the dominance of capital as a form of wealth, consumerism, rational-legal authority, sub-cultural diversity, and positive evaluation of change.
- Modernization theorists argued that the process of becoming a modern society could be accelerated through the introduction of new ideas and practices.
- Modernization represents progress.
-Talcott Parsons' functionalist theory: Human society is like a biological organism, whose constituent institutions-economy, government law, religion, family and education-play key roles in maintaining the social stability required for progress in a society.
- In the advanced modern societies, progress is maintained through the increased consumption of material goods made possible by high incomes and higher standards of living.
- Walt Rostow identified four stages he considered necessary for progressing from traditional to a modern society: The pre-takeoff stage, the takeoff stage, the road to maturity, and the mass-consumption society.
- David McClelland emphasized the importance of motivated populace if society is to become modernized.
- Mass communication, especially broadcasting, was seen as a vehicle that would accelerate the behavioral and structural changes required for modernization.
B- Communism: Revolutionary socialists contended that true progress could occur only in a socialist society.
- Socialist transformation would replace inequitable economic practices with more egalitarian ones.
- In the process, the society would progress materially and spiritually, leading ultimately to withering away of the state.
- Information and communication had a special role in revolutionary socialist practice.
- The tensions between these two approaches –modernization through capitalism and progress through socialism influenced practices of communication for development within the international development community.
VII- The1980's: Development Support Communication and Project Support Communication
- The work of the UN Development Program (UNDP) and the UN Children's Fund (UNICEF) in establishing the importance of communication as a necessary ingredient in implementing development projects.
- Communication's role in this formulation was to accelerate the installation of the engines of modernization, especially the industrial infrastructure to facilitate economic growth.
A- Broadcasting: According to Lerner, broadcasting would serve as a psychic mobilizer, facilitating the modernizing process and preventing the adoption of Soviet ideology and practices.
- For Schramm, broadcasting was key in constructing national identity and national unity, and in mobilizing the society to execute the development goals designed by the political elites who dominated underdeveloped countries.
- Diffusion theory: broadcasting played an essential role in diffusion theory, by making the influential early adopters aware of the innovation.
- Broadcasting has remained central to the practice of communication for development.
B- The Dependency Critique: The critique of modernization emerged from two intellectual sources: ' one rooted in neo-Marxism , or structuralism, the other, in the extensive Latin American debate on development associated with the United Nations' economic Commission for Latin America".
- Dependency theorists demonstrated that the existing pattern of global economic relations, one dominated by the industrialized North, was contributing to the underdevelopment of the developing regions of the world.
- Dependency theorists contended that the broadcasting and other mass media systems that were put in place in the developing world to support modernization were actually undermining the possibilities of establishing equitable development.
- A phenomenon that Howard Frederick (1990) has termed development sabotage communication.
- The desires for change were articulated in UN resolution calling for a new world economic order and a new world information and communication order.
VIII- Another Development
- The new perspective on development was initially articulated by the Dag Hammarskjold Foundation in Sweden and has three fundamental pillars;
1- Development should strive to eradicate poverty and satisfy basic human needs.
2- Priority should be given to self-reliant and endogenous change processes.
3- Development should be environmentally responsible.
- Further, it was recognized that the need for development did not exist only in the third world. Substantial regions of the industrialized world and the recently developed world were also in need.
IX- The World Conferences
- During the 80's and 90's, the international community organized a number of conferences that focused on the development challenges facing an interdependent world.
- Conferences focused on the environment, population and development, social development, women, and food.
- These conferences revealed that, despite marginal improvements in some sectors, the human condition continued to be unacceptable.
- The conferences reaffirmed the role of communication in the development process and called for its increased use.
X- Contemporary Strategies in Communication for Development
A- Public Awareness Campaigns: Systematically draw upon the power of the mass media, especially broadcasting, to create awareness in societies about the development intervention.
- Awareness is considered the first step in creating behavior change.
B- Social Marketing: is the application of commercial marketing ideas to promote and to deliver pro-social interventions.
- Central to the social marketing approach is harmonizing the four essential elements of the social marketing –price, product, promotion, and place.
C- Entertainment- Education; has been defined as the systematic embedding of pro-social educational messages in popular entertainment formats.
D- Advocacy: When stakeholders and beneficiaries in the development process promote the interventions by reporting on their positive experiences and benefits, the credibility of the communication increases.
- Advocacy for development does just that.
XI- Challenges in the 21st Century:
See page 197
I- Introduction
- This chapter explores the communication and development field.
- In this chapter the term Communication for development is used to describe the systematic use of a social system's communication resources to stimulate, promote, and support human development.
- Fraser and Restrepo- Estrada (1998) offered a comprehensive definition of communication for development: Communication for development is the use of communication processes, techniques and media to help people toward a full awareness of their situation and their options for change, to resolve conflicts, to work toward consensus , to help people plan actions for change and sustainable development, to help people acquire the knowledge and skills they need to improve their condition and that society , and to improve the effectiveness of institutions.
- Several strategies in communication are been used by community groups, national governments, regional and international organizations, and nongovernmental organizations to address the range of development challenges facing the world.
- Public awareness and information campaigns , community mobilization , folk media, social marketing , entrainment-education , and advocacy are among the dominant strategies being used to promote , support , and sustain projects aimed at agriculture , education , the environment , family planning and reproductive health, gender, equality, nutrition, and public health.
II- Post-World War II Realities
- At the end if the War II, the human condition was miserable.
- The devastation caused by the war and the consequences of colonialism challenged the international community to do something about the unacceptable state of the human condition.
- By the late 40's, humanity had a range of development challenges.
- The excitement associated with the success of the Marshall plan in the European reconstruction after War II suggested that a similar model could be applied to the conditions that existed in Africa, Asia, and Latin America and the Caribbean.
- Development aid became an important item on the international relations agenda, and the development project became the primary vehicle for connecting aid with the individuals who needed it.
- Development projects in the early postwar years emphasized the transfer of technologies and techniques to support industrialization. Industrialization was generally accepted as the engine driving social progress.
- Spheres of influence refer to the ability of powerful states to impose their will on other states through economic, cultural, and military means.
- The U.N has played a major role in the development of the field of communication for development.
III- What is development?
- Development is recognized as a complex, integrated, participatory process, involving stakeholders and beneficiaries and aimed at improving the overall quality of human life through improvements in a range of social sectors in an environmentally responsible manner.
- Stakeholders include national governments and politicians, international agencies such as the specialized agencies of the U.N system.
- Stakeholders have the power to help or delay the development and implementation of development projects.
- The beneficiaries are the hundreds of millions of humans who need improvement in their quality of life.
- The list of the pressing development challenges:
- Reduction and the elimination of poverty
- Provision of adequate housing
- Access the health care
- Access to lifelong education
- Development is a profound form of social change.
- Everett Rogers, described development as a widely participatory process of directed social change in a society, intended to bring about both social and material advancement including greater equality , freedom, and other valued qualities for the majority of the people through their gaining greater control over their environment.
- Development is accepted to be complex, multidimensional and dialectic process that had no universal recipe.
- According to Andrew Moemeka (2000) , communication for development has two roles; support of social change that aims for higher quality of life, social justice , and correction of the dysfunctions from early development interventions; and socialization, creating an environment in which established values that support positive social change are maintained and, further , supporting the development of attitudes and behaviors needed to create a social system that benefits all citizens.
IV- Communication for development
- Several forces have influenced the evolution of the field of communication for development: The growth of capitalism, advances in communication technology, and the ideological rivalries between the United States and the Soviet Union during the Cold War.
- Of equal importance in the evolution of the field of communication for development were the influences of changing development paradigms and advances in communication theory, especially theories of mass media effects, persuasion, and behavior change.
- Most of the early theories that guided the practice of communication for development emerged out of the modernization paradigm.
- A paradigm is defined as an overarching body of thought whose core assumptions are subscribed to by all who work under its rubric.
A- Southeastern Ohio, USA: It is an example of maldevelopment and the process of underdevelopment.
- Contemporary southeastern Ohio is predominantly rural, with high levels of unemployment , high levels of physical inactivity , and substantial environment degradation.
- The concepts participatory and sustainable are central to contemporary communication for development practices.
- Participation refers to the involvement of citizens/beneficiaries in defining, designing, implementing, and evaluating development interventions.
- The term sustainable development is sued to describe an intervention whose outcomes are environmentally and culturally sound and can be continued by the community after the end of any resources that may have been provided by external agencies.
B-Turkmenistan: Communication for development inventions is also evident in the transitional societies that have emerged since the breakup of the Soviet Union.
- Turkmenistan, formerly a republic in the Soviet Union, became an independent state in 1992.
- The government sees the building of national identity and nurturing of national pride is important elements in the construction of individual and collective efficacy.
C- Eritrea: In Eritrea modern communication technologies are being used to create distance education systems aimed at improving access to formal education and the management of the economy.
VI- The Modernization Model
A- Modernization through Capitalism: At the end of WWII, two ideas contended for dominance in the discourse on development and human progress: Modernization through capitalism, and communism.
- The modernization perspective held that human society progresses in a linear fashion from traditional societies to modern systems of social organization and that they will continue to do so in an evolutionary manner.
- Traditional societies, according to modernization, tend to be oriented to maintaining a status quo dominated by approved status.
- Lack of self-efficacy, has also been identified as an attribute of traditional societies.
- A modern society on the other hand, is characterized by materialism, the dominance of capital as a form of wealth, consumerism, rational-legal authority, sub-cultural diversity, and positive evaluation of change.
- Modernization theorists argued that the process of becoming a modern society could be accelerated through the introduction of new ideas and practices.
- Modernization represents progress.
-Talcott Parsons' functionalist theory: Human society is like a biological organism, whose constituent institutions-economy, government law, religion, family and education-play key roles in maintaining the social stability required for progress in a society.
- In the advanced modern societies, progress is maintained through the increased consumption of material goods made possible by high incomes and higher standards of living.
- Walt Rostow identified four stages he considered necessary for progressing from traditional to a modern society: The pre-takeoff stage, the takeoff stage, the road to maturity, and the mass-consumption society.
- David McClelland emphasized the importance of motivated populace if society is to become modernized.
- Mass communication, especially broadcasting, was seen as a vehicle that would accelerate the behavioral and structural changes required for modernization.
B- Communism: Revolutionary socialists contended that true progress could occur only in a socialist society.
- Socialist transformation would replace inequitable economic practices with more egalitarian ones.
- In the process, the society would progress materially and spiritually, leading ultimately to withering away of the state.
- Information and communication had a special role in revolutionary socialist practice.
- The tensions between these two approaches –modernization through capitalism and progress through socialism influenced practices of communication for development within the international development community.
VII- The1980's: Development Support Communication and Project Support Communication
- The work of the UN Development Program (UNDP) and the UN Children's Fund (UNICEF) in establishing the importance of communication as a necessary ingredient in implementing development projects.
- Communication's role in this formulation was to accelerate the installation of the engines of modernization, especially the industrial infrastructure to facilitate economic growth.
A- Broadcasting: According to Lerner, broadcasting would serve as a psychic mobilizer, facilitating the modernizing process and preventing the adoption of Soviet ideology and practices.
- For Schramm, broadcasting was key in constructing national identity and national unity, and in mobilizing the society to execute the development goals designed by the political elites who dominated underdeveloped countries.
- Diffusion theory: broadcasting played an essential role in diffusion theory, by making the influential early adopters aware of the innovation.
- Broadcasting has remained central to the practice of communication for development.
B- The Dependency Critique: The critique of modernization emerged from two intellectual sources: ' one rooted in neo-Marxism , or structuralism, the other, in the extensive Latin American debate on development associated with the United Nations' economic Commission for Latin America".
- Dependency theorists demonstrated that the existing pattern of global economic relations, one dominated by the industrialized North, was contributing to the underdevelopment of the developing regions of the world.
- Dependency theorists contended that the broadcasting and other mass media systems that were put in place in the developing world to support modernization were actually undermining the possibilities of establishing equitable development.
- A phenomenon that Howard Frederick (1990) has termed development sabotage communication.
- The desires for change were articulated in UN resolution calling for a new world economic order and a new world information and communication order.
VIII- Another Development
- The new perspective on development was initially articulated by the Dag Hammarskjold Foundation in Sweden and has three fundamental pillars;
1- Development should strive to eradicate poverty and satisfy basic human needs.
2- Priority should be given to self-reliant and endogenous change processes.
3- Development should be environmentally responsible.
- Further, it was recognized that the need for development did not exist only in the third world. Substantial regions of the industrialized world and the recently developed world were also in need.
IX- The World Conferences
- During the 80's and 90's, the international community organized a number of conferences that focused on the development challenges facing an interdependent world.
- Conferences focused on the environment, population and development, social development, women, and food.
- These conferences revealed that, despite marginal improvements in some sectors, the human condition continued to be unacceptable.
- The conferences reaffirmed the role of communication in the development process and called for its increased use.
X- Contemporary Strategies in Communication for Development
A- Public Awareness Campaigns: Systematically draw upon the power of the mass media, especially broadcasting, to create awareness in societies about the development intervention.
- Awareness is considered the first step in creating behavior change.
B- Social Marketing: is the application of commercial marketing ideas to promote and to deliver pro-social interventions.
- Central to the social marketing approach is harmonizing the four essential elements of the social marketing –price, product, promotion, and place.
C- Entertainment- Education; has been defined as the systematic embedding of pro-social educational messages in popular entertainment formats.
D- Advocacy: When stakeholders and beneficiaries in the development process promote the interventions by reporting on their positive experiences and benefits, the credibility of the communication increases.
- Advocacy for development does just that.
XI- Challenges in the 21st Century:
See page 197
Sunday, July 1, 2007
Chapter 9, outline
Milestones in Communication and National Development
I- Introduction
II- Post-World War II Realities
III- What is development
IV- Communication for development
A- Southeastern Ohio, USA
B-Turkmenistan
C- Eritrea
D- The Caribbean Community
VI- The Modernization Model
A- Modernization through Capitalism
B- Communism
VII- The1980's: Development Support Communication and Project Support Communication
A- Broadcasting
B- The Dependency Critique
VIII- Another Development
IX- The World Conferences
X- Contemporary Strategies in Communication for Development
A- Public Awareness Campaigns'
B- Social Marketing
C- Entertainment- Education
D- Advocacy
XI- Challenges in the 21st Century
XII- Lessons Learned
I- Introduction
II- Post-World War II Realities
III- What is development
IV- Communication for development
A- Southeastern Ohio, USA
B-Turkmenistan
C- Eritrea
D- The Caribbean Community
VI- The Modernization Model
A- Modernization through Capitalism
B- Communism
VII- The1980's: Development Support Communication and Project Support Communication
A- Broadcasting
B- The Dependency Critique
VIII- Another Development
IX- The World Conferences
X- Contemporary Strategies in Communication for Development
A- Public Awareness Campaigns'
B- Social Marketing
C- Entertainment- Education
D- Advocacy
XI- Challenges in the 21st Century
XII- Lessons Learned
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