Theoretical Framework of Development Communication 1

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The Power of Media
Mass media influence (Wilbur Schramm) Widening
horizons Focusing attention Raising
aspiration Creating a climate Helping change
attitudes/values Feeding interpersonal channels
of communication Conferring status Broadening
policy dialogue Enforcing social norms Helping
form tastes Affecting/canalising attitudes
Education and training
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Theoretical Framework of Development
Communication (1)
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• The power of media

• A Holistic perspective of communication

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Promotion
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Do a good job in family planing to promote
economic development.
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The World makes way for those who know where they
are going.
Inspiration
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Propaganda
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Information
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None of these will give you AIDS.
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He who is not courageous enough to take risk will
accomplish nothing in life.
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He who is not courageous enough to take risk will
accomplish nothing in life.
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The power of Media

• Transmitting information

Setting agenda
Changing opinion and behaviour
Delivering education
We become what we behold. Marshall McLuhan 1964
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A holistic perspective of communication
What is communication?

• Four models in communication research
• Transmission
• Publicity
• Expression
• Reception

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Watch the video on three examples of media
applications for communication
Discuss the differences of these applications
(e.g. What media were used? How and Why?)
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A holistic perspective of communication
Geographic
Cultural
The limitation of media
Social
Resource
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A holistic perspective of communication
The limitation of media
Media communication
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Preparation for next week

• Topic Theoretical Frameworks of Development (2)
• Reading
• Development Communication in Designing Messages
  for Development Communication
• Search the internet to find some definition of
  development. Bring at least one definition to
  the class for discussion.
• Thinking
• What is development?
• How do you understand Development means
  development of the bottom 50 percent of a
  country?