INTRODUCTION

Development communication is two distinct words that needs clarification so as to provide

proper understanding.

Communication: Communication is from a Latin word COMMUNIS, which means common or

shared understanding. Communication is therefore a purposeful effort to establish commonness

between a source and receiver (Schramm 1965). Whatever is being shared could be associated

with knowledge, experience, thought, ideas, suggestion, opinions, feelings etc. We will define

communication here as the process of exchanging or sharing information, ideas and feeling

between the sender and the receiver. It involves not only the spoken and written word by also

body language, personal mannerisms, and style - anything that adds meaning to a message

(Hybels and Weaver II, (2001).

Development: Rogers (1976) sees development as a widely participatory process of social

change in a society, intended to bring about social and material advancement (including greater

equality, freedom, and other valued qualities) for the majority of the people through their gaining

control over their environment.

Development Communication: development communication as "the systematic utilisation of

appropriate communication channels and techniques to increase people's participation in

development and to inform, motivate, and train rural populations, mainly at the grassroots level.

Development communication mobilises people to participate in development activities.

Development communication can be see as the entire process of communication with a specific

group of people who require development (target audience), with the purpose of achieving the

social change that should change their lives in a positive way, thus giving them better living

conditions.
 WHAT ARE THE FUNCTIONS OF DEVELOPMENT COMMUNICATION AS ITS

RELATED TO ORGANIZER AND REFORMER

Development communication serves various functions, especially when related to the roles of

organizers and reformers.

Reformer: A reformation is about change. In essence, development is all about positive change

in the living conditions of the people. So development communication plays the role of reformer

in the society. It carries the message of change in the right direction. Sometimes, the messages

could be for a change of attitude or canalised behaviour pattern considered to be primitive. At

other times, it could be mobilising support for communal work that will better the lot of people.

In some other situations, it could be canvassing for the adoption of certain ideas meant for self

preservation. In all, development communication helps to bring about positive change in the

society.

Organizer: Effective development communication certainly calls for greater sense of

organisation. The message of communication has to be strategically woven and delivered in an

organised manner in order to achieve the desired goal. Besides, development communication

when properly designed can serve as an organiser. This is so because organised communication

for development is needed by the change agent to bring the target group together for the purpose

of healthy participation in the desired development project. It is not enough for people to merely

come tighter for development efforts, people must be properly organised before they can

participate in the development exercise. The organisation needed here comes from development

communication.
The following includes but are not limited to the functions of development communication as

related to the roles of organizers and reformers:

i. Information Dissemination: Organizer: organizers often use flyers, social media, and

local radio to inform residents about neighborhood meetings or health clinics. For

example, organizers might distribute pamphlets about a new community garden project to

raise awareness and encourage participation. Reformers: Reformers might use press

releases, policy briefs, and media interviews to inform the public about new legislation or

policy changes. For instance, environmental reformers might release reports and conduct

press conferences to highlight the benefits of new environmental protection laws.

i. Education and Training: Organizer: Organizers employ development communication

to educate community members about various issues, such as health, agriculture, or

governance. They also provide training sessions to build skills and knowledge. for

example, a labor union organizer might conduct educational workshops to teach workers

about their rights and how to unionize. Reformer: Reformers focus on educating the

broader public and policymakers about the necessity and benefits of reforms, often

through campaigns and workshops. For instance, health reformers might run public

service announcements (PSAs) and community health fairs to educate people about the

importance of vaccination and preventive healthcare.

ii. Behavior Change Communication: Organizer: Organizers aim to change community

behaviors by promoting best practices in areas like hygiene, education, and

environmental conservation through targeted communication strategies. Reformer:

support of reforms, using persuasive communication techniques.

iii. Participation and Empowerment: Organizer: Development communication facilitates

community participation by encouraging people to engage in decision-making processes,

thus empowering them to take charge of their development. Reformer: Reformers use

communication to mobilize support and participation from various stakeholders, fostering

a sense of ownership and involvement in the reform process

iv. Advocacy: Organizer: Advocacy communication helps organizers champion the cause

of marginalized or underrepresented groups. It involves lobbying for resources, rights,

and recognition from authorities and institutions. For example, housing organizers might

use storytelling and lobbying to advocate for affordable housing policies at city council

meetings. Reformers: Reformers use advocacy to push for legislative changes, policy

reforms, and the allocation of resources. Effective advocacy involves building coalitions,

leveraging media, and engaging with policymakers. For instance, education reformers

might organize a campaign involving parents, teachers, and students to lobby for

increased school funding and educational reforms.

v. Facilitating Dialogue and Participation: Organizers: Facilitating dialogue among

community members helps in identifying common problems and developing collective

solutions. Organizers use communication to create platforms for community discussions,

ensuring that all voices are heard. Reformers: Reformers use communication to engage

in dialogue with stakeholders, including government officials, NGOs, and the public.

This participatory approach helps in developing reforms that are inclusive and broadly
 supported. Example: Town hall meetings and participatory rural appraisals to discuss

local development issues and solutions.

vi. Persuasion and Social Mobilization: Communication plays a crucial role in social

mobilization, which is essential for building movements and achieving social change or

example, civil rights organizers might use speeches and rallies to mobilize community

members to participate in a march or protest. Organizers and reformers use

communication strategies to mobilize people, build alliances, and create networks. For

example, anti-smoking reformers might use graphic advertisements and personal stories

to persuade people to quit smoking and support tobacco control policies.

Conclusion
Development communication serves as the backbone for organizer and reformer
activities. By effectively disseminating information, educating the public, persuading
stakeholders, fostering participation, advocating for change, and resolving conflicts,
development communication enables organizers and reformers to achieve their goals. It
empowers communities, builds support for reforms, and ensures that developmental initiatives
are inclusive, participatory, and sustainable. Through strategic communication, organizers and
reformers can drive social change, address societal challenges, and create a more equitable and
informed society.

References

Kumar, K., & Kumar, P. (2014). Development communication: A framework for understanding
the role of communication in development processes. Journal of Communication
Research, 11(1), 1-15.

Mefalopulos, P. (2008). "Development Communication Sourcebook: Broadening the Boundaries

Mohan, G., & Nakray, K. (2012). Participatory communication for development: A critical
perspective. In G. Mohan & K. Nakray (Eds.), Participatory communication for social
change: A critical perspective (pp. 1-24). New Delhi: Sage Publications.
Servaes, J. (2008). "Communication for Development and Social Change." This book discusses
the role of communication in development and the various functions it serves in
facilitating change and organizing communities.