NTA NET Notes

NTA UGC NET MCJ Unit 2: Communication for Development and Social Change

NTA UGC NET Mass Communication and Journalism Paper II Unit 2 complete notes on development communication, social change, dominant paradigm, diffusion, participatory communication, CSR, NGOs, public sphere, social reformers and PYQ-mapped revision areas.

NTA UGC NET MCJ Unit 2: Communication for Development and Social Change

NTA UGC NET Mass Communication and Journalism – Paper II

Subject Code 63 | Unit 2: Communication for Development and Social Change

Unit 2 Complete Notes: Communication for Development and Social Change

Exam Focus: This complete Unit 2 page covers development communication, social change, dominant paradigm, diffusion, participatory communication, CSR, NGOs, public sphere, global civil society, communication policies and leading social reformers in India.

1. Official Unit 2 Scope at a Glance

Syllabus Area What to Prepare
Development communication Concept, definition, role of media and journalism in society.
Indian society and audiences Demographic and sociological impact of communication, media and journalism; media and specific audiences.
Development and social change Meaning of development, social change, post-colonial conceptions and critique of development models.
Dominant paradigm Modernisation, diffusion, top-down development and critiques of dominant models.
Corporatisation of development CSR, non-state actors, NGOs, government campaigns, international agencies and corporate campaigns.
Public sphere and global civil society Global communication system, national communication policies and civil society debates.
Indian social reformers Raja Rammohan Roy, Malaviya, Tilak, Jyotiba Phule, Gandhi, Vinoba Bhave, Ambedkar, Deendayal Upadhyay, Ram Manohar Lohia and others.

2. Infographic Flow: Development Communication

Social Problem→ Awareness→ Dialogue→ Participation→ Behaviour Change→ Social Change
Simple idea: Development communication is the use of communication to support development, participation, awareness, empowerment and social transformation.

3. Meaning and Definition of Development Communication

Development communication refers to the planned use of communication processes, media systems and participatory dialogue for social and economic development. It may involve awareness campaigns, health education, agricultural communication, environmental communication, literacy movements, community mobilisation and policy communication.

Concept Meaning Exam Point
Development communication Communication used for development and social transformation. Important for direct definition and scholar-based questions.
Development support communication Communication that supports development projects and programmes. Linked with planning, campaigns and project communication.
Participatory communication People participate in identifying issues, creating messages and evaluating change. Repeated PYQ area.
Social change Transformation in social structure, values, behaviour, institutions and relationships. Frequently linked with development and media role.
PYQ Link: December 2015 Paper III asked who first defined development communication in the 1970s. The answer area is Nora C. Quebral. December 2014 Paper III asked a definition-related question linked with Franklin / F. Rosario-Braid.

4. Development, Modernisation and Social Change

Development is not only economic growth. It includes education, health, social justice, equality, participation, empowerment, sustainability and human development. Social change refers to transformation in society’s institutions, relationships, practices, ideas and values.

Term Meaning
Modernisation Movement from traditional society to modern social, economic and political systems.
Social change Change in social institutions, beliefs, norms and behaviour.
Empowerment Enabling people and communities to control decisions affecting their lives.
Sustainable development Development that balances present needs with long-term social and environmental responsibility.
Another development Alternative approach emphasising justice, participation, sustainability and human-centred development.
PYQ Link: January 2017 Paper III asked Another Development and linked it with sustainable development. The same paper also asked what communication for sustainable development is not.

5. Role of Media and Journalism in Society

Media and journalism support development by informing citizens, exposing problems, creating awareness, encouraging debate, giving voice to marginalised groups and monitoring public institutions.

Role Development Use
Information Spreads knowledge about policies, schemes, rights and opportunities.
Education Supports literacy, health, agriculture, environment and civic education.
Mobilisation Encourages participation in public campaigns and community action.
Watchdog Questions corruption, injustice and policy failure.
Representation Provides visibility to specific audiences and marginalised groups.

6. Indian Society, Demography and Specific Audiences

Indian society is multilingual, multicultural, multi-religious, rural-urban, caste-class structured and regionally diverse. Development communication must therefore be audience-specific and culturally sensitive.

Specific Audience Communication Need Useful Media Form
Rural communities Agriculture, health, livelihood, governance and welfare schemes. Radio, folk media, mobile media, community meetings.
Women Health, education, rights, financial inclusion and empowerment. Community media, SHG communication, radio, mobile campaigns.
Youth Education, employment, civic participation and digital awareness. Social media, short video, digital platforms.
Children Education, nutrition, health and media literacy. School media, television, animation, storytelling.
Marginalised groups Rights, access, representation and voice. Community radio, participatory video, local-language media.

7. Dominant Paradigm of Development Communication

The dominant paradigm viewed development as modernisation. It emphasised industrialisation, urbanisation, literacy, mass media exposure, economic growth and diffusion of modern values. It was largely top-down and expert-driven.

Dominant Paradigm Feature Meaning
Top-down communication Messages flow from experts, governments or institutions to the people.
Modernisation focus Development is linked with modern values, technology and economic growth.
Mass media as change agent Media are seen as tools for spreading modern ideas.
Diffusion model Innovations are spread from sources to adopters through communication channels.
Individual receiver focus Development message is directed toward changing individual attitudes and behaviour.
PYQ Links: December 2010 Paper II asked an assertion-reason question on the dominant paradigm as a blueprint for quick development of Third World countries. July 2018 Paper II asked the diffusion model and its linear transmission approach to atomised individuals.

8. Important Modernisation and Development Scholars

Scholar Associated Idea PYQ Focus
Daniel Lerner Modernisation, empathy, media exposure and transition from traditional to modern society. Frequently asked in development communication theory questions.
Wilbur Schramm Mass media and national development. Asked in connection with development and media images.
Everett M. Rogers Diffusion of innovations. Stages and adopter categories are repeatedly asked.
Lucian Pye Political communication and development. Appears as an option in development-related questions.
Jan Servaes Multiplicity / participatory development communication perspective. Asked in multiplicity model questions.
Paulo Freire Dialogic and participatory communication; conscientisation. Important for participatory and critical development communication.
PYQ Links: June 2012 Paper III asked Daniel Lerner’s idea that media exposure energises empathy for development. September 2016 Paper III asked the concept of “revolution of rising expectations”; the answer area is Daniel Lerner. June 2012 Paper III also asked the multiplicity model of development communication, with the answer area linked to Jan Servaes.

9. Critique of Dominant Models

Dominant models were criticised because they were too linear, Western-centred, top-down and economic-growth oriented. They often ignored local culture, power relations, inequality, participation and indigenous knowledge.

Criticism Explanation
Top-down approach People are treated as receivers rather than active participants.
Western bias Western modernity is treated as the universal model of progress.
Neglect of culture Local knowledge, traditions and identities are ignored.
Economic reductionism Development is reduced to growth and infrastructure.
Limited participation Communities are not involved in decision-making.

10. Diffusion of Innovations

Diffusion of innovations theory explains how new ideas, practices and technologies spread through a social system over time. It is associated with Everett M. Rogers.

Knowledge→ Persuasion→ Decision→ Implementation→ Confirmation
Adopter Category Meaning
Innovators First to adopt new ideas.
Early adopters Influential people who adopt early.
Early majority Adopt after early adopters but before the average person.
Late majority Adopt after most people have accepted the innovation.
Laggards Last and most resistant adopters.
PYQ Links: June 2008 Paper II and June 2013 Paper III asked the correct sequence of Rogers’ diffusion stages. December 2015 Paper III asked non-adopters of innovations; the answer area is laggards. December 2012 Paper III asked Rogers and the concept of cosmopoliteness.

11. Participatory Communication

Participatory communication treats people as active participants in the development process. It encourages dialogue, local control, community media, collective decision-making and grassroots empowerment.

Community Need→ Dialogue→ Participation→ Local Content→ Empowerment
Participatory Feature Meaning
Dialogue Two-way communication and shared meaning-making.
Community voice People express their needs, problems and knowledge.
Local content Messages are culturally relevant and locally created.
Empowerment Communities gain confidence and control over decisions.
Horizontal communication Communication flows among equals rather than only from authority to people.
PYQ Links: December 2009 Paper II asked participatory communication through an assertion-reason format. June 2013 Paper III linked community empowerment with innovative, imaginative and participatory communication. July 2018 Paper II asked participatory communication and structural change.

12. Paulo Freire, Dialogue and Conscientisation

Paulo Freire’s approach emphasises dialogue, critical consciousness and liberation from oppressive structures. In development communication, Freire is important because he rejected one-way “banking” education and supported dialogue-based learning and participation.

Exam point: Freire is linked with dialogic communication, conscientisation, participatory learning and empowerment.
PYQ Link: September 2016 Paper III included Paulo Freire’s dialogical communication in a context-based question. July 2018 Paper II asked Mikhail Bakhtin’s idea of social dialogue as essential for development.

13. Communitarian Strategy of Development

The communitarian approach emphasises community participation, collective decision-making, local culture and horizontal communication. It is different from top-down development because it values community voices.

PYQ Link: September 2016 Paper III asked what the communitarian strategy of development emphasises. The answer area is horizontal communication.

14. Development Communication Approaches

Approach Main Idea Keyword
Modernisation approach Development through modern values, technology, literacy and mass media. Top-down
Diffusion approach Spread of innovations through communication channels. Rogers
Dependency critique Questions unequal global structures and underdevelopment. Power
Participatory approach Community participation and dialogue. Freire
Multiplicity approach Multiple paths to development; rejects one universal model. Servaes
Social marketing Uses marketing methods for social causes and behaviour change. Campaign
Entertainment-education Uses entertainment formats to communicate educational/development messages. Edutainment

15. Corporate Social Responsibility and Non-state Actors

The syllabus includes corporatisation of development, CSR, non-state actors, NGOs, Government of India, international agencies and corporate campaigns. These actors use communication for awareness, advocacy, reputation, social responsibility and development intervention.

Actor Communication Role
Government Public information campaigns, health awareness, welfare schemes, disaster communication.
NGOs Community mobilisation, advocacy, awareness, grassroots campaigns.
International agencies Global development campaigns, health, education, environment and child welfare communication.
Corporates CSR campaigns, social responsibility communication and corporate development partnerships.
Civil society Public debate, social movements, rights communication and collective action.

16. Public Sphere and Global Civil Society

The public sphere refers to a space where citizens discuss public issues and form public opinion. Global civil society refers to networks of citizens, NGOs, movements and organisations that participate in global debates beyond national boundaries.

Concept Meaning
Public sphere Space for public debate, discussion and opinion formation.
Civil society Non-state associations and groups that participate in public life.
Global civil society Transnational networks and movements working on global concerns.
Global communication system Communication networks that connect people, nations, institutions and media systems globally.
National communication policy Policy framework guiding media, communication infrastructure and public communication goals.

17. Media, Campaigns and Social Change

Development campaigns use media to influence awareness, attitude and behaviour. They may address literacy, family welfare, health, sanitation, agriculture, environment, vaccination, disaster preparedness, gender equality and voting awareness.

Research→ Audience Segmentation→ Message Design→ Media Selection→ Feedback→ Evaluation

18. Indian Social Reformers and Communication for Social Change

Influencer Social Change Area Communication Relevance
Raja Rammohan Roy Social reform, anti-Sati, education and press activity. Used journalism and public argument for reform.
Pandit Madan Mohan Malaviya Education, nationalism and public life. Linked with education and national consciousness.
Bal Gangadhar Tilak Nationalist mobilisation. Used press and public communication for political awakening.
Mahatma Jyotiba Phule Anti-caste reform, women’s education and social equality. Communication for equality and social justice.
Mahatma Gandhi Freedom struggle, constructive programmes and social reform. Used newspapers, symbols, speeches, campaigns and interpersonal communication.
Acharya Vinoba Bhave Bhoodan movement and rural reform. Used persuasion, dialogue and moral communication.
Dr B. R. Ambedkar Social justice, constitutional rights and anti-caste movements. Used writing, speeches, journalism and public debate.
Deendayal Upadhyay Integral humanism and social-political thought. Linked with development thinking and public ideology.
Dr Ram Manohar Lohia Socialism, equality and political mobilisation. Used public communication for democratic and social justice concerns.

19. PYQ Mapping Table

PYQ Source Question Area What to Revise
December 2015 Paper III Definition of development communication Nora C. Quebral and development communication in the 1970s.
December 2014 Paper III Development communication definition Franklin / F. Rosario-Braid definition area.
June 2012 Paper III Daniel Lerner and development Media exposure energising empathy for development.
September 2016 Paper III Revolution of rising expectations Daniel Lerner and development communication.
June 2012 Paper III Multiplicity model Jan Servaes and multiplicity approach.
December 2010 Paper II Dominant paradigm Dominant paradigm as blueprint for quick development; top-down approach.
July 2018 Paper II Diffusion model critique Linear transmission to atomised individuals.
June 2008 Paper II Diffusion of innovations Correct sequence of Rogers’ stages.
June 2013 Paper III Diffusion of innovations Knowledge, persuasion, decision and confirmation sequence.
December 2015 Paper III Adopter category Non-adopters / laggards in diffusion of innovations.
December 2012 Paper III Rogers and diffusion Cosmopoliteness and diffusion of innovation.
December 2009 Paper II Participatory communication People’s participation from idea to reception of message.
June 2013 Paper III Community empowerment Innovative, imaginative and participatory communication for grassroots development.
September 2016 Paper III Communitarian strategy Horizontal communication.
September 2016 Paper III Paulo Freire Dialogical communication and participatory approach.
July 2018 Paper II Social dialogue Mikhail Bakhtin and social dialogue as essential for development.
July 2018 Paper II Communication for sustainable development Transformative learning and participatory communication.
January 2017 Paper III Another development Sustainable development and accountable communication.

20. Frequently Repeated PYQ Areas

Area 1: Nora C. Quebral and definition of development communication.
Area 2: Daniel Lerner – empathy, modernisation and rising expectations.
Area 3: Rogers – diffusion of innovations stages and adopter categories.
Area 4: Dominant paradigm and critique of linear development models.
Area 5: Participatory communication, Paulo Freire and dialogic communication.
Area 6: Communitarian strategy and horizontal communication.
Area 7: Sustainable development, social dialogue and transformative learning.
Area 8: NGOs, CSR, government campaigns and non-state actors in development.

21. Quick Revision Sheet

Concept One-line Revision
Development communication Communication for planned development and social change.
Nora C. Quebral Important name associated with development communication definition.
Dominant paradigm Top-down modernisation model of development.
Daniel Lerner Media exposure, empathy and modernisation.
Rogers Diffusion of innovations and adopter categories.
Freire Dialogic and participatory communication.
Communitarian approach Horizontal communication and community participation.
CSR Corporate role in development and social responsibility campaigns.
Public sphere Space for public debate and opinion formation.
Global civil society Transnational citizen and NGO networks involved in public issues.

22. Practice Questions with PYQ Angle

1. Who is associated with the definition of development communication in the 1970s?
Answer: Nora C. Quebral.
PYQ Angle: December 2015 Paper III.
2. For Daniel Lerner, media exposure energises which process for development?
Answer: Empathy.
PYQ Angle: June 2012 Paper III.
3. Which model explains the spread of new ideas through a social system?
Answer: Diffusion of innovations.
PYQ Angle: June 2008 Paper II and June 2013 Paper III.
4. What does the communitarian strategy of development emphasise?
Answer: Horizontal communication.
PYQ Angle: September 2016 Paper III.
5. Which communication approach gives people participation from the idea stage to reception of the final message?
Answer: Participatory communication.
PYQ Angle: December 2009 Paper II.
6. For Mikhail Bakhtin, what was essential for development?
Answer: Social dialogue.
PYQ Angle: July 2018 Paper II.
7. What is the key weakness of the dominant paradigm?
Answer: It is top-down, linear and often ignores participation, local culture and structural inequality.
PYQ Angle: December 2010 Paper II and July 2018 Paper II.

23. Final Exam Tip

For Unit 2, revise through four tables: scholar-concept, development approaches, diffusion stages/adopter categories, and PYQ mapping. Questions usually come as direct scholar identification, assertion-reason, chronology, matching and concept application.

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