Role of Communication in Development:

Mass Media may create general awareness and facilitate development of appropriate attitudes; however their input must be meaningful. Mass media messages cannot be disseminated without human interaction: there is little doubt that people do learn from mass media, but to be translated into action these learning require support form various forms of interpersonal communication and on-the-spot support.

Uma Narula in 'Development Communication Theory and Practices' says-"Role of communication has been a subject of considerable speculation in development theory." She has broadly presented three schools of thoughts in this regard:

First: Those (including classical and neoclassical economists) who consider communication as an infrastructure in the process of development and therefore view it as a precondition for economic growth.

Second: Those theorist mostly non-economists who view communication as critical or integral factor in the process of social change and modernization.

Third: Those researchers primarily social psychologists focusing on micro-system and media effects who consider communication as residual factor in the process of social change; to be studied on its own without much prejudice to its role in the developmental process.

They see communication as remaining factor in the process of social change like a substance or product left over after a chemical reaction.

As Mazid Tehranian argued, various theories have contributed to development and communication perspectives:

Theories of steady growth concern themselves primarily with stable growth in industrial society where principles of development are already institutionlised.They do not tell us how to start a process of development where it does not exist.

Dualistic theories emerged out of experience of colonialism and focused on problems of underdevelopment.

Balanced vs unbalanced theories emphasized the two alternative requirements of economic growth under the conditions of underdevelopment.

Enterpreneurial theories of growth emphasize the role of an economic elite. Human capital investment theories lay stress on education and research as the mainsprings of development process.

Marxian model of development considers communication as an integral though not decisive part of development process.

Theories of differentiation focus on the differentiation of social structures and functions as the key variable for development process.

Elite theories focus on the role of elites intellectual, political and business as of paramount importance in the process of social change in the developing countries.

Social mobilization theories focus on development policy related topics as the role of information in development decision making, the role of social communication in nationalism and participation, rate of mass media in psychic mobility, cognitive flexibility, and empathy, the role of communication and control in the crisis of development, dysfunctional role of mass communication, the multiplier effect of mass media in social mobilization, and the role of modern values in mobilization support for development.

The diffusion theorists consider process of development as spread of innovations. They focus on material, social, cultural and spatial diffusions.

In summary, international development theorists and practitioners have conceptualized development from various perspectives such as social change, modernization, progress, alternations in life-styles. But all the perspectives have encompassed 'growth'-the economic growth, viz industrial and agrarian growth; social growth, viz structural and value change.

Communication is significant component to achieve development effectively.

Three important handicaps to the development of an effective communications network in developing countries merit careful analysis.

First, there persists a considerable gap between the small modernizing elite and the large mass of tradition bound people. In some developing countries, the modernizers are out-numbered by the conservative traditional elite; in many, the latter may not be overtly strong, but its power to upset the position of the modernizers in a crisis cannot be underrated.

Second, the traditional communication networks in these countries are still strong; and the modern media of mass communication are poorly developed, A high rate of illiteracy precludes the wide utilization of books, magazines, and newspapers as instruments of communication. To the poor, the wireless continues to remain a remote and unobtainable luxury.

Third, there is very little scientific knowledge regarding the communication situation in the underdeveloped countries. Traditional channels of communication in these societies have not been clearly identified, nor is there much scientific information on the "opinion leaders" who have a seminal role in the dissemination of ideas and adoption of new practices. Even in respect to the mass media, little is known about their penetration and influence. ( Dube 215-216)

The case for developmental uses of communication has been argued persuasively and convincingly. First, communication helps to enlarge mental horizons. Second, it can be used to raise levels of aspiration. Third, through communication attention can be focused on problems having a bearing on contemporary developmental context. Fourth, it can be effectively employed to build consensus on the new economic and cultural goals and on the instrumentalities of achieving them. Fifth, through imaginative communication experimentation can be encouraged and knowledge relating to their success and/or failure can be widely diffused. Sixth, it can also be utilized to teach specific skills and techniques. In sum, communication can play a powerful role in nation building and development and contribute significantly to bringing about social change in the desired direction. (Dube 256)