Development has been the larger objective all over the world during all ages and periods of human civilisation. The concept in itself has been largely revised with the needs, availability of resources and optimum utilisation of human potential for the best possible set of changes in society. In every such attempt we have learnt lessons, made suitable course corrections and always aspired at seeking out some trends in development which can be replicated in large proportions. The government and allied institutions, civil society, non-profit organisations, academic and research organisations, intellectual class - all have contributed sufficiently in the developmental paradigm, but the going is still tough. No doubt human beings are the toughest species to work with and the changes we expect are governed by several micro indicators of social life. We have discovered many such indicators and gauzed positive changes in time but, overall, our accomplishments have not been commensurate with our efforts. This could be the general conclusion of all developmental discourse.

Communication is a prerequisite for development. The smooth exchange of information, efforts, and a helping attitude ensure the participation of all the stakeholders and can communicate expediency in the progress of development. Often viewed as a means to break out of the vicious circle of social troubles, the relevance of communication in human development and behavioral change becomes evident. Communication in its form, content and medium plays a crucial role in steering the pace of developmental process. Hence, the larger sensitivity attached to communication needs to be understood in the right spirit and expression. Not only the message that we want to propagate but the source, intent and communicating media - all have optimum importance in the goal of communication. In a human life cycle, the warm comfort in a mother’s lap communicates a bond of love and compassion to the child and is communicated further in the child’s nurturing. In a similar manner, the initiatives in development need to be communicated with tender care and a foresight.

Since the inception of civilisation, communication was regarded as the need for development and always has the human mind researched and addressed the available sources and ways to enhance all round development. This communication was apparent not only among the group of human beings but also in the nature and the atmosphere that we live in. However, oratory communication holds the key in the communication map, and accounts for a larger share; we cannot rule out the importance of the expressions, gesture, intent and objectivity behind it. The vast historical upheavals, natural disasters, political and social movements have all been landmarks in the history of communication. Society takes inspiration from all these events and takes it own path in tackling the challenge.

After the Second World War, the global regrouping of thoughts and ideologies paved way for development in an altogether different perspective. The large-scale development in the industrial sector, brought through application of capital-intensive technology and a marketable foresight, could hardly shape the developmental frame. Later, the worldwide discussions and debates on new developmental orientation brought forward a radical shift in approach and put humankind at the centre of development. A process of rethinking began and more participatory developmental models were thought of. The advent of several newer media of communications brought a spurt in society and the people. The great rise and rise of tools of mass communications, viz., radio, television and print media ensured easier, quicker and larger disseminations of information and knowledge on development. It started reflecting the changes in the attitude of people. It was communicated again that if utilised properly, this could help development. But the fascination to these small or big boxes of information did create some trouble for the communicators and receivers. Alongside there has been the older tradition of performing arts for the entertainment and information dissemination. A number of times it has been proved more successful in communicating developmental movement.

During the last decade and a half, human society has been witness to a big revolution of Information Technology. It has an all pervasive nature to bringing in the larger populace in its range. The right to ask and the right to get answers have opened an entirely new world for the Indians. It has set out progressive waves of development to others across the globe. And now we have a range of options to apply in communicating development, as India is now a hub of global IT solutions. With the rise of market economy, a large consumer society has evolved, which knows the way of earning and applying the money in acquiring goods of comfort. Alongside there is a huge population which has not been ensured access to the minimum basic amenities. This creates a divisive landscape where we talk of ‘India and Bharat’, people in digital divide, etc. Here people find themselves in a large communication conundrum. We definitely live in the information age and are reaping the dividends of an information society. The use, misuse and under use of information regulates day to day life. The large information wave has reached out to remote areas of the country and it is being used to mobilise development.

The print medium, audio visual medium, digital medium and the traditional medium all are being tapped concept of development communication needs to be applied to the initiatives that we are working on. Engaging tools of mass communication to the messages we wish to disseminate, taking into account the communication needs of target community, can be helpful. The local content on people understands the problems they face and their solutions are of utmost importance for the communicators. Despite the emergence of the electronic media, the people in rural areas enjoy regional and folk forms of entertainment. These tools can be approached and managed to communicate our message. Apart from the message, our objective and intent of bringing out change must reflect in our appearance before the community we wish to work on. After all, we are intervening into their lives, so, it puts an extra responsibility for the communicators. q

Sudhanshu Shekhar Jha
ssjha@devalt.org

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