USAPANG BAYAN January 3, 2025 Friday 2 to 3 pm
Open University and Development Communication must go hand in hand
Ms Melly C Tenorio, host; and Dr Abe V Rotor, guest
Living with Nature - School on Blog
Please open avrotor.blogspot.com Living with Nature
Part 1 - STOU - First Open University in Southeast Asia
Dr Abe V Rotor
Lately Thailand was rocked by internal conflict, students protesting against the current leadership and other issues.
Having been in Thailand in 2015, I saw a different picture. Thailand which means "land of the free" is a peaceful and progressive country, which I can vouch from the fact that I have had the chance to be with Thais since my student days, in visiting Sokhothai Thammathirat Open University, among other institutions, and from the fact that the Philippines historically gets most of its imported rice from Thailand.
This series of articles is my humble way of showing my appreciation to Thailand or old Siam, truly the land of the free.
Sukhothai Thammathirat Open University campus, Thailand
Printed instructional materials; STOU professor on live television lecture.
A Visit to Sukhothai Thammathirat Open University
Nationwide radio and television centralized control panel. Interview: Dr Abe Rotor (left) and Professor Suchin Phongsak. Dr. Abercio V Rotor, professor of the University of Santo Tomas (3rd from left) poses with STOU faculty headed by Dean Achara Cheewatragoongit (4th), and Prof. Sukanya Phromphon (extreme right) during a recent visit to Thailand’s second largest open university, which has a population of 280,000 students. Dr. Rotor is also head instructor of Paaralang Bayan sa Himpapawid (People’s School-on-Air) broadcast daily on DZRB network . Others in the photo (L to R) are Director Elvira Martinez and Director Cecilia R Rotor of National Food Authority, Prof. Suchin Phongsat (former STOU professor), Mrs Cora Rocero Phongsat, and a faculty member and coordinator of the group.
Ode to STOU - First Open University in Southeast Asia
Dr Abe V Rotor
Pioneer thou art, institution of the common man,
Beating hitherto a path unknown to deliverance
From the false gods, ruthless masters and ignorance,
Thousands at your bidding come at your command.
From Socrates to Plato, the university got its name,
Philosophy took root in wisdom and humanity;
Didn't Bertrand Russell say, "Away with aristocracy?"
And utilitarian education grew up to fame.
Called functional literacy that people most treasure,
Three Rs - (w)Riting, Reading, (a)Rithmetic - but not enough,
What these mean and what they do to one's life the key -
STOU brought knowledge to and from the shore.
Bridging disciplines together, amalgamating them
Like alloy, theory and practice, the heart and mind,
Psyche and spirit into holism of purpose and faith,
Into one nation, strong men and women at the helm.
To all walks of life, for a better life man has fought,
Who till the land, turn the wheel of industry,
Victims of circumstance, imprisoned by poverty,
Whose schooling fell short from skills they sought.
Globalization - the name of the game the world plays,
Homogenization of cultures and melange of races -
Are too far out, vague of purpose at the grassroots;
Education cautions the people from the race.
Here at STOU the beacon lives through night 'til dawn,
On the Information Highway, through walls hardened
By indifference and neglect, for hope has no dead end;
For here at STOU learning and living go on and on.~
*Dedicated to my kind host and staff of STOU.
NOTE: Please open also in this Blog: Thai Food - Unique, Irresistible (March 7, 2010); A Day with the Elephants - Beauty and the Beast (March 7, 2010); and Reclining Buddha (March , 2010).
Part 2 - Development Communication
- Catalyst of Socio-Economic Change
Dr Abe V Rotor
What is Development Communication?
Development Communication is recognizing the power of communication as a catalyst for social development. it is also the utilization of existent communication tools and applicable theories for result-driven strategies for the advancement of society.
University of the Philippines at Los Baños: seat of the country's agricultural research and training.
The term "Development Communication" was first coined in 1972 by Nora C. Quebral, who defines the field as "the art and science of human communication linked to a society's planned transformation from a state of poverty to one of dynamic socio-economic growth that makes for greater equity and the larger unfolding of individual potential."
Original building which housed UPLB's Farm and Home Development program. Author was among the pioneers of this special graduate course in 1962-1963 under the leadership of then Dioscorro Umali, Thomas Flores, Leo de Guzman, Roger Cuyno, Perla Tagumpay, Nora Quebral, Diosdado Castro, et al.
Some approaches include:
Development Communication is recognizing the power of communication as a catalyst for social development. it is also the utilization of existent communication tools and applicable theories for result-driven strategies for the advancement of society.
University of the Philippines at Los Baños: seat of the country's agricultural research and training.
- Development Communication is a type of marketing and public opinion research that is used specifically to develop effective communication or as the use of communication to promote social development.
- Purposive communication intended for a specific target audience that allows for the translation of information into action resulting in a higher quality of life.
- The improvement of a community using information and technology and the community's ability to maintain the created ideal state without compromising its environment and resources.
- It is the voluntary involvement of a group of people in a development activity with full knowledge of its purpose that will allow them to grow individually and as a community.
- The process of eliciting positive change (social, political, economic, moral, environmental, etc) through an effective exchange of pertinent information in order to induce people to action.
- Development communication extends to include: information dissemination on developmental schemes/projects, communication for eliciting positive change, interactivity, feedback on developmental issues, feedback/reverse communication for eliciting change. On development side, sustainability issues need to be given proper importance vis-a-vis economic development.
- The practice of systematically applying the processes, strategies, and principles of communication to bring about positive social change.
The term "Development Communication" was first coined in 1972 by Nora C. Quebral, who defines the field as "the art and science of human communication linked to a society's planned transformation from a state of poverty to one of dynamic socio-economic growth that makes for greater equity and the larger unfolding of individual potential."Original building which housed UPLB's Farm and Home Development program. Author was among the pioneers of this special graduate course in 1962-1963 under the leadership of then Dioscorro Umali, Thomas Flores, Leo de Guzman, Roger Cuyno, Perla Tagumpay, Nora Quebral, Diosdado Castro, et al.
Some approaches include:
• information dissemination and education,
• behavior change,
• social marketing,
• social mobilization,
• media advocacy,
• communication for social change, and
• participatory development communication.
Different schools of development communication have arisen in different places.
1. The "Bretton Woods school of development communication" arose with the economic strategies outlined in the Marshall Plan after WW2, and the establishment of the Bretton Woods system and of the WB and IMF in 1944. Due to his pioneering influence in the field, Everett Rogers has often been termed the "father of development communication."
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Originally, the paradigm involved production and planting of development in indigenous and uncivilized societies. This western approach to development communication was criticized early on, especially by Latin American researchers because it tended to locate the problem in the underdeveloped nation rather than its unequal relations with powerful economies. There was also an assumption that Western models of industrial capitalism are appropriate for all parts of the world. Many projects for development communication failed to address the real underlying problems in poor countries such as lack of access to land, agricultural credits and fair market prices.
---------------------------------------The world bank currently defines development communication as the "integration of strategic communication in development projects" based on a clear understanding of indigenous realities. Institutions associated with the Bretton Woods school include:
PHOTO: Dr Anselmo S Cabigan served as director for Research and Extension of the National Food Authority until he retired to join the academe. Extension draws the link between and among the stakeholders of the state agency in stabilizing price and supply of basic food. Similarly development communication aims at bringing in unity and understanding among various sectors of society.
• UNESCO
• United Nations (FAO),
• the Rockefeller Foundation,
• the Department of International Development of the United Kingdom,
• the Ford Foundation.
The Latin American School of Development traces its history back further than the Bretton Woods school, emerging in the 1940s with the efforts of Colombia's Radio Sutatenza and Bolivia's Radios Minera. These stations were the first to use participatory and educational rural radio approaches to empowering the marginalized. In effect, they have since served as the earliest models for participatory broadcasting efforts around the world.
3. India
The history of organized development communication in India can be traced to rural radio broadcasts in the 1940s. As is logical, the broadcasts used indigenous languages such as Hindi, Marathi, Gujarati and Kannada.
PHOTO: Dr Dioscoro L Umali (1917 – 1992) served as Dean of UPLB and became the regional Director of FAO in Southeast Asia. He continued to serve as consultant of IRRI after his retirement.
Independent India's earliest organized experiments in development communication started with Community Development projects initiated by the union government in 1950's. Radio played an equally important role in reaching messages to the masses. Universities and other educational institutions - especially the agricultural universities, through their extension networks - and international organizations under the UN umbrella carried the dev-comm experiments further.
4. Africa
The African school of development communication sprang from the continent's post-colonial and communist movements in the late 1960s and early 1970s. Development communication in Anglophone Africa saw the use of Radio and theatre for community education, adult literacy, health and agricultural education.
5. University of the Philippines at Los Baños
The systematic study and practice of Development Communication in the Philippines began in the 1970s with the pioneering work of Nora C Quebral who, in 1972 became the first to come up with the term "Development Communication." In at least some circles within the field, it is Quebral who is recognized as the "Mother" of Development Communication.
Aspects of development communication which the CDC has extensively explored include Development Broadcasting and Telecommunications, Development Journalism, Educational Communication, Science Communication, Strategic Communication, and Health Communication.
6. Cybernetics approach
Another area of exploration for the CDC at UPLB is the aspect of development communication relating to the information sciences, the decision sciences, and the field of knowledge management. In 1993, as part of the then Institute of Development Communication’s Faculty papers series, Alexander Flor wrote a paper on environmental communication that, among other things, proposed a definition of Development Communication expanded from the perspective of cybernetics and general systems theory:
If information counters entropy and societal breakdown is a type of entropy, then there must be a specific type of information that counters societal entropy. The exchange of such information – be it at the individual, group, or societal level – is called development communication.
7. The Participatory Development Communication school
Focusing the involvement of the community in development efforts, the evolution of the Participatory Development Communication School involved collaboration between First World and Third World development communication organizations.
Development communication is the scientific study of how to achieve and sustain positive change in individuals, groups, organizations, or communities. It involves applying the principles of scientific research, such as rigorous experimentation, data analysis, and evidence-based decision making to design and implement effective interventions. This field encompasses various domains, including project management, training, community engagement, and evaluation, all aimed at promoting understanding, knowledge creation, and effective action (Clarke & Gregory, 2001). Effective development communication aims to enhance the quality of relationships, empower individuals, and foster long-term success. Reference:Clarke, S., & Gregory, A. (2001). Setting theory: Explaining the conceptual foundations of success and failure in services and consulting.
References
1.Quebral, Nora C. (1973/72). "What Do We Mean by ‘Development Communication’". International Development Review 15 (2): 25–28.
2. Quebral, Nora (23 November 2001). "Development Communication in a Borderless World". Paper presented at the national conference-workshop on the undergraduate development communication curriculum, "New Dimensions, Bold Decisions". Continuing Education Center, UP Los Baños: Department of Science Communication, College of Development Communication, University of the Philippines Los Baños. pp. 15–28.
3.Manyoso. Linje (March 2006). "Manifesto for Development Communication: Nora C. Quebral and the Los Baños School of Development Communication". Asian Journal of Communication 16 (1): 79–99. doi:10.1080/01292980500467632
4.Avrind Singhal, Everett M. Rogers (1999). Entertainment-education: A Communication Strategy for Social Change , Lawrence Erlbaum Associates. ISBN 0805833501.
5.Flor, Alexander (1993) (Monograph). Upstream and Downstream Interventions in Environmental Communication. Institute of Development Communication.
6.Thussu, Daya Kishan 2000). International Communication: Continuity and Change. London: Arnold.
1.Quebral, Nora C. (1973/72). "What Do We Mean by ‘Development Communication’". International Development Review 15 (2): 25–28.
2. Quebral, Nora (23 November 2001). "Development Communication in a Borderless World". Paper presented at the national conference-workshop on the undergraduate development communication curriculum, "New Dimensions, Bold Decisions". Continuing Education Center, UP Los Baños: Department of Science Communication, College of Development Communication, University of the Philippines Los Baños. pp. 15–28.
3.Manyoso. Linje (March 2006). "Manifesto for Development Communication: Nora C. Quebral and the Los Baños School of Development Communication". Asian Journal of Communication 16 (1): 79–99. doi:10.1080/01292980500467632
4.Avrind Singhal, Everett M. Rogers (1999). Entertainment-education: A Communication Strategy for Social Change , Lawrence Erlbaum Associates. ISBN 0805833501.
5.Flor, Alexander (1993) (Monograph). Upstream and Downstream Interventions in Environmental Communication. Institute of Development Communication.
6.Thussu, Daya Kishan 2000). International Communication: Continuity and Change. London: Arnold.
ANNEX - University of the Philippines Open University
UPOU offers 26 graduate and three undergraduate programs in the fields of Education, Information and Communication Studies, and Management and Development Studies.
University of the Philippines Open University
Established on 23 February 1995, the University of the Philippines – Open University (UPOU) pioneered online teaching and learning and continues to play a leading role in the study and practice of open learning and distance education in the Philippines.
UPOU is envisioned as a leader in teaching and learning in the digital age, helping to equip Filipinos with the knowledge and skills they need for life and work in the 21st century.
Our mission is to provide Filipinos everywhere access to quality higher education through innovative methods of teaching and learning that are designed to be responsive to their needs as well as to national development priorities. We uphold the values of scholarship, academic excellence, academic freedom, humanism, social responsibility, and service to the nation.
UPOU is also mandated to contribute towards upgrading the quality of the educational system of the country by developing innovative instructional strategies and technologies and sharing these with other colleges and universities through cooperative programs. Republic Act 10650 (Open Distance Learning Law) has tasked UPOU to assist relevant national agencies, higher education institutions, and technical and vocational institutions in developing their distance education programs through training, technical assistance, research, and other academic programs.
UP secured the 336th spot worldwide, a significant improvement over its 404th spot in the previous year's rankings. Rising out of the challenging times during the COVID- 19 pandemic, this latest round of rankings indicate an upward trend for the university. Jun 5, 2024
USAPANG BAYAN
January 3, 2025 Friday 2 to 3 pm
Open University and
Development Communication
must go hand in hand
Ms Melly C Tenorio, host; and Dr Abe V Rotor, guest
Living with Nature - School on Blog
Please open avrotor.blogspot.com Living with Nature
A Visit to Sukhothai Thammathirat Open University (STOU)
- First Open University in Southeast Asia
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