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NCERT Class 12 Home Science Chapter 13 Development Communication and Journalism
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Development Communication and Journalism
Chapter – 13
| PART – ⅠⅠ HUMAN ECOLOGY AND FAMILY SCIENCES |
| Unit – VI Communication and Extension |
Review Questions:
1. What is Development Communication? And what is its role in development?
Ans: Communication is an integral part of our social and professional life.
Its role in development are mentioned below:
(i) Campaign is a combination of the usage of different communication methods and materials such as meetings, tours, newspaper articles, leaflets and exhibitions about a theme for a predefined period of time. It is a well organised and intensive activity. A campaign creates public awareness and provides specific message. Use of dramatics through different channels ensures attention and interest. It lasts in the memory of the people and stimulates action. It creates conducive environment for adoption of practices. For example, to accelerate the efforts to achieve universal sanitation coverage and to put focus on sanitation, the Prime Minister of India had launched the Swachh Bharat Mission on 2nd October 2014. The mission was implemented as a nation wide campaign/Janandolan which aimed at eliminating open defecation in rural areas during the period 2014 to 2019 through mass scale behaviour change, construction of household owned and community-owned toilets and establishing mechanisms for monitoring toilet construction and usage.
(ii) Radio and Television are the most popular, cheapest and convenient mass media that can be used for development purposes. The field of broadcast journalism has distinct advantage over print media, as it can be used to reach out to more people, particularly those with poor literacy levels. It also has an advantage over television as it is available at a comparatively lower cost. Radio is the most accessible mass medium. It is a mobile medium i.e. it can move with the listener at work or rest.
(iii) Print media The bulk of news appearing in the national and regional dailies is urban in its approach. In general, reports on agriculture, problems of rural areas, and other development concerns remain low in priority. Newspapers and periodicals operating in rural areas, covering local themes are few. Still the power of press cannot be denied. Though limited to a very few good examples, it is a medium of continuous education.
(iv) Information, and Communication Technologies (ICTs) is an umbrella term that includes computer hardware and software, digital broadcast and telecommunications technologies. ICTs have been used for informing people. In both poor and wealthy countries, mobile phone use has enabled and facilitated the expansion of markets, social business and public services. An entire range of economic services, enabled by mobile phones, have enabled banking and financial transactions, marketing and distribution, employment and public services. ICTs are proving to be economically, socially and politically transformative.
2. What are the essential features of Development Communication?
Ans: The essential features of development communication are mentioned below:
(i) It is oriented to socio-economic development and happiness of the people and community at large.
(ii) It aims at giving information and educating the community.
(iii) It combines suitable mass media and interpersonal communication channels for greater impact.
(iv) It is based on the audience characteristics and their environment.
3. What is a Campaign? Design a slogan for a campaign on any issue of your choice.
Ans: Campaign is a combination of the usage of different communication methods and materials such as meetings, tours, newspaper articles, leaflets and exhibitions about a theme for a predefined period of time. It is a well organised and intensive activity. A campaign creates public awareness and provides specific message. Use of dramatics through different channels ensures attention and interest. It lasts in the memory of the people and stimulates action. It creates conducive environment for adoption of practices. For example, to accelerate the efforts to achieve universal sanitation coverage and to put focus on sanitation, the Prime Minister of India had launched the Swachh Bharat Mission on 2nd October 2014. The mission was implemented as a nation wide campaign/Jan Andolan which aimed at eliminating open defecation in rural areas during the period 2014 to 2019 through mass scale behaviour change, construction of household owned and community-owned toilets and establishing mechanisms for monitoring toilet construction and usage.
Slogan for a campaign on any issue of your choice:
(i) Issue: Plastic Pollution.
(ii) Slogan: “Break Free from Plastic, Save Our Seas!”.
4. How is community radio different from All India Radio?
Ans: Radio in different parts of the country. Some examples are Community
radio being operated in Vanasthali Vidyapeeth (Rajasthan), Self Employed
Women’s Association (SEWA) (Gujarat), Delhi University (DU) FM in North
Delhi and many such others that are helping communities in voicing their
problems and finding solutions.
In September 2004, India launched Education Satellite (EDUSAT) which was the first Indian satellite built exclusively to serve the educational sector. EDUSAT is used to meet the demand for an interactive satellite based distance education system in India.
Television today offers a variety of programmes through several channels, international, national and local levels. Some of the programmes have scope for people to participate in the form of talk shows, reality shows, competitions, etc. Other programmes of immense educational value like ‘Kyunki Jeena isi Ka Nam hai’ and ‘Main Kuch Bhi Kar Sakti Hun’ can be viewed on private channels. These indicate the scope of education and entertainment to be harnessed together for common good.
5. Take one newspaper from your school library. Look for news related to environment. Discuss in the class the visibility of news related to cinema, life styles and development and the possible reasons.
Ans: Do yourself.
6. ‘ICTs are the future vehicles of development’. Comment.
Ans: Information, and Communication Technologies (ICTs) is an umbrella term that includes computer hardware and software, digital broadcast and telecommunications technologies. ICTs have been used for informing people. In both poor and wealthy countries, mobile phone use has enabled and facilitated the expansion of markets, social business and public services. An entire range of economic services, enabled by mobile phones, have enabled banking and financial transactions, marketing and distribution, employment and public services. ICTs are proving to be economically, socially and politically transformative.
A more direct approach to the use of ICTs aimed at bettering the lives of the poor is through the setting up of tele-centres. Many projects were started in India over the last decade or so and there is a sizeable research literature on the topic, some of which will be summarised here. For example:
(i) The Sustainable Access in Rural India (SARI) project in the state of Tamilnadu: Some 80 tele-centre kiosks were set up offering a range of services including basic computer education, e-mail, web browsing and various e-government services including the provision of certificates.
(ii) Empowering Women at the Grassroots: SEWA and ICTs The Self Employed Women’s Association (SEWA) is a union of several thousand poor women working in the informal sector in India. SEWA’s aim is to achieve full employment and self-reliance for women workers by focussing both on work and support in other related areas like income, food and social security (health, childcare and shelter). Having understood the effect of poor access to information on poverty, SEWA embarked on a journey to include ICTs within its work. The vision was to make ICTs a tool for empowering its ever-increasing numbers of grassroots members. It now runs programmes which develop women’s abilities in the use of computers, radio, television, video, telephone, fax machines, mobile phones and satellite communication. Community Learning Centres (CLCs) have been set up in rural areas, and focus on IT training to build the capacity of members including areas such as electrical, mechanical and IT engineering. Besides savings in time and cost, this medium enables the members of SEWA to achieve quick and easy communication and problem-solving across districts.
