Chapters 4 and 9

Communication for Development is a social process based on dialogue using a broad range of tools and methods. It is premised on the following:

• It employs a top-down approach by development policy makers who can directly address the needs of a community.

• It takes into account the synergy created between media practitioners and members of civic society (ordinary citizens).

• It seeks to empower grass roots communities who can articulate development goals aligned with their cultural practices and community needs.

• It makes use of traditional media such as TV and print for optimal reach to various demographics.

Which of the following below is TRUE about communication for development?

• It seeks to create communication channels that are based on participatory involvement from community members. 

• It seeks to alter cultural norms by using education as a means for propaganda.

• It seeks to channel the flow of information via institutions with hierarchical structures.

• It seeks to propagate entrenched ideologies by engaging powerful leaders in positions of influence.

What is the ultimate objective of devcom (development communication?)

• Sustainable development

• Participatory involvement

• Bottom-up approach

• Change in behaviour

In the mid-1960s, the largely Euro- or ethnocentric perspective on development was challenged by social scientists from _____ which gave birth to a _______theory.

• North America; overdevelopment

• Latin America; dependency

• Asia-Pacific; underdevelopment

• Africa; independency

Keynes was known to be a thinker along the lines of

• Marxism

• Culturism

• Neoliberalism

• Modernism

The most important hypothesis of Lerner’s study in 1958 was that a high level of empathy is distinctively

• Industrial, rural, literate, and observer

• Industrial, urban, literate, and observer

• Industrial, rural, literate, and participant

• industrial, urban, literate, and participant.

Empathic persons have a higher degree of mobility, which meant being more rational than so-called traditional people. It also revealed --

• a high capacity for change

• being future oriented

• Both A and B

• Only A or B

Schramm’s insistence on the importance of developing modern communication structures had the following consequence

• Turning a blind eye to power relations that shaped transfer and deployment of technology

• Ownership and control of communications media would be remanded to civic society

• Training of media professionals and journalists in the non-traditional methods of alternative media

• Advocating the leading role of educators in infrastructural development resulting from the weakness of the private sector and the lack of economic resources in developing countries

Which communication theory is NOT congruent with modernisation theory?

• Two-step flow

• Extension approaches

• Cultural imperialism

• Vertical or top down orientation of the diffusion model

In explaining the persistence of “old” ideas from a technological deterministic perspective, Shah claims that Lerner’s modernisation model is bolstered by the following technological innovations as multipliers of growth except

• Television and wireless technology

• Microwave and satellites

• Computers and call centers

• Internet and air travel