New! ODL -DEB Proposal 2023-2024 New! Admission 2024-2025 Chat with a Student
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Course Objectives:  Students will understand the role of traditional and modern media in development. And also discuss various paradigms of social and behaviour change communication.

Course Outcome


At the end of the course, learners will be able to


CO1: Understand the paradigm shifts in development communication.

CO2: Have a clear idea understand the purpose behind creating science museums.

CO3: get introduced to creation of science clubs.

CO4: introduced to satellite-based initiatives for development.

CO5: Will have a clear idea about the role of media in development.


Unit 1

The Nature of Development. Defining development as a Goal, as a Process; Key Concepts in Development: Self-reliance, Dependence, Cultural Identify, Decentralization, Participation, Modernization, Industrialisation,

Unit 2

The Concept of Development Communication: Definitions of Development Communication, Roles of Development Communication, Differences from General Communication, Goals of Development Communication. Differences between Communication for Development and Development Communication; Models of Daniel Lerner, Everett Rogers and Wilbur Schramm.

Unit 3

Communication for social change. Using Folk forms for Social Change; Taking Theatre into the streets. Empowerment through Silver Screen; Role of a Communicator in the process of social change. Folk forms and ‘alternative silver screen’ for social change.

Unit 4

Social Advertising – Historical perspective of advertising – Taxonomy of advertising –  Social advertising – the concept, why of social advertising –  taxonomy of social ads – Social advertising in India.

Unit 5

Mass Media as a tool for development – Problems with the use of media for development;- Role & performance record of each medium-Print, Radio, TV, traditional media


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