Development Communication — A Career Opportunity

Mass communication is not just for transferring information from one individual to another; rather it is to encourage the interest of individuals for their active participation in the community. This type of communication with a social conscience is known as Development Communication. It seeks transformation in the direction of higher quality of societal values through which society can keep evolving for good, beyond the long-established practices or behaviors. It is an effort to disseminate the information, good quality of education and raising awareness, making it possible to achieve greater social equality and the larger fulfillment of the human potential.

Development communication plays a vital role in mass media. It includes making material such as pamphlets, reports etc according to the defined target audience. Core areas of development communication are agriculture, education, health and sanitation, employment, environment, family welfare etc. Its purpose and action plan is divided into three parts — to instruct, to inform, and to participate.

Many organizations in India have adopted a trend of telling stories about specific issues using both traditional and new media of mass communication. However, traditional media is the most preferred for development communication in rural areas, as it is participatory and effective for the people who need messages of development like the farmers, labourers and workers. It may include community radios, or street theatre and even print media for certain group of audience. The programmes or material prepared for these media are in a language or dialect that the masses in that area understand.

For communication to promote social development in urban areas, the digital and electronic media are very helpful. The programmes may comprise of interviews with experts, discussion panels on the importance of literacy and hygiene, folk songs and information about weather, market rates, availability of improved seeds and implements for farming, etc. It simply implies that a person, seeking a career in mass communication, has to be good at multitasking for the job of a Development Communicator.

For the freshers, most job opportunities in Development Communication require a specific degree in journalism and mass communication. If an individual has knowledge and interest in issues related to social development such as education, health, environment etc, the chances to excel in this field are higher. One needs to have splendid written and verbal communication to read, write and deliver the content which serves a specific target audience. Great skill and knowledge of digital media is also required because of its wide reach. Expertise on applications for example — PowerPoint, Adobe Illustrator, Photoshop etc. also can be very beneficial.

AAFT School of Mass Communication gives you such opportunities for the mind to grow. AAFT focuses more on practical studies to empower the students in procuring ability to use the equipment for desired productions. As a part of the course curriculum, plenty workshops, seminars, field trips and tours are also arranged for the students studying the journalism degree course.

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