Review of the Introduction to Development Communication written by Thomas L. McPhail The Communication Development Programme offered by WITS Journalism has provided an opportunity to critique ways and alternatives based on this piece written by Thomas L. McPhail, titled “Introduction to Development Communication”; in which it portrays how Media may play a meaningful role on development in general and participative democracy in particular, on both developing and developing countries, to enhance, amongst others; good governance and citizenry participation on development issues. One of the underlying background about the writ, is tracing the transition and/or evolution of development from the primitive age of traditional forms of patriarchal arrangement of communities, with early inhabitants still relying of subsistence methods of survival and the early signs of embracing industrialization, which brought many changes such as machinery, movement of people from one area to another, trading relations amongst different communities in particular after the second world war.
It depicts both on qualitative and quantitative terms, the spin-off which came along with communities starting to communicate, interacting with each other and introduction of the technological know-how which made the global world one [global village], however separated by borders. Imperialist exploration of the world, with more discoveries made smaller and rich countries become vulnerable to occupation due to natural resources which polarized the world into powerful blocks for economic gains and political supremacy. One of the powerful tools was the usage of propaganda through mediums of communication such as radio etc. to gain influence for commercial reasons and finally modernizations of all the strata on these communities to win-over everyone based on returns of ‘foreign aid’. Such occupations and/or influence did not occur peacefully as it involved an era of conflicts, displacements and imposition of the hegemony of these super powers. Same can be demonstrated through inferences such as ‘societies [would] have to leave behind old behaviours and traditions and then adopt new rhetoric, industrialized behaviours, and attitudes which reflected western values’ [Walter Rostow-‘The stages of economic Growth’, 1960]. Communication Development, alongside other fields such as Political Science, Economic Development took the centre stage, as part of entrenching ‘uplifting of the poor’ towards modernization paradigm. Many theories also found its expression through all these developments, and creating space for fermentation of various opinions on how to assert power, status, religion, culture, knowledge production, and hegemony on influencing development. These developments were characterised by ‘top-down approach’ and/or ‘master-servant’ phenomenon, one in which many citizens were reduced to become subjects of their own development, which actually negated social justice. Political systems also found an expression as nation’s fermented alternative ways to redefine their sense of existence and ‘cultural imperialism’ became a powerful tool of ‘modernization of primitive ways of living’, amongst these nations. The theories which propelled modernization of a paradigm shift from old ways painted a picture of some patterns of linear stagesim of communication, however some theories dismissed such linear patterns, by acknowledging the dynamism of communication development. For example, Gramsci formulated a theory of cultural hegemony, by mitigating a view which says the media were used to suppress dissent and promoted the interests of the ruling elites. With new technology used, such as internet “there is a space for deeper understanding of how grassroots communication can change the world”. The essence of participative democracy therefore becomes critical to entrench the right of all citizenry to be heard and not treated as subjects, but active agents of their changes in life. The other developments are on understanding the political economy of media as a business for profits, and influenced by markets. Paul Freire expressed a view on making communities pronouncing on “educating for changes through participatory democracy, enhancement of dialogue and high level of community consciousness”. Powerful educative programmes of such ideological disposition relates to many messaging shared amongst communities since the outbreak of HIV/AIDS through sometimes edu-tainment initiatives such as Radio Soap Opera and Soul City etc. Development Communication is therefore about communicating how communities can tackle modern challenges such as poverty, famine, underdevelopment etc. to humanize mankind through people’s stories and led by the people themselves. Finally, communication in a broader sense is about helping fundamentally effect a change in societies, as a universal goal to unlock opportunities that came along with technology. Therefore Media Freedom, the Right to Freedom of Expression and Freedom of Association are key cornerstones to Communication Development in any Participatory Democracy. The review has been prepared by: Mr. Mampane Ntai Norman National Spokesperson Police and Prisons Civil Rights Union Tel: 0112424600/4615 Cell: 0720737959 Email: [email protected] 01 Marie Road Auckland Park 2006 -- You are subscribed. This footer can help you. Please POST your comments to [email protected] or reply to this message. You can visit the group WEB SITE at http://groups.google.com/group/yclsa-eom-forum for different delivery options, pages, files and membership. To UNSUBSCRIBE, please email [email protected] . You don't have to put anything in the "Subject:" field. You don't have to put anything in the message part. All you have to do is to send an e-mail to this address (repeat): [email protected] .
