Editing Development communication (section)

==== Communication policy science ====
The atmosphere of participation created by recent administrations has brought about a more significant role for the development communication specialist/ policy scientist. His involvement in communication policymaking is facilitated by the so-called institutionalization of people power. His expertise may be directly tapped by the most important stakeholder, the media consumer. The participation of information users and media consumers in policy making may be realized by the formation of a nationwide media consumer's organization or a federation of local organizations of this nature in which policy analysts play a significant role. This proposed organization could initiate media education in the formal and non-formal modes. Media education at the formal level may be facilitated by lobbying for the inclusion of such in existing secondary and tertiary curricula. Non-formal education may be conducted through media consumer sponsored awareness campaigns. This organization could also conduct its own audience related studies and policy research. It could establish a nationwide network involving the church, academic communities, grassroots organizations and cause-oriented groups. Communication policy scientists may also serve as part of the staff of our legislators in the Congress and Senate. In their private capacities, they can form research and development outfits or "think tanks" whose services may be availed of by government agencies. Indeed, now is a fortuitous time for policy engagement in development communication.<ref name=":2"/>

Culture, politics, economics and technology have an impact on policy decisions.  In order to investigate the factors that influence communications policy, one has to go beyond conventional views of media and communication and should combine these with policy studies.

According to experts, communication policy science would be understood if the public just had access to the right scientific information. Coyle, in his article "Theory of Development Communication", articulates that people have options to change their ways of life through communication. People improve their lives and ways of thinking through communication, sharing their perspectives and understanding what is going on in their surroundings. As highlighted by Flor, communication development has something to do with policy science as these are anchored for improving policy making.

As stipulated in Walt Rostow's theory in Boado's article, societies progress through specific stages of development on their way to modernity. Policy makers and scientists can communicate directly with the public through social media and blogging. By using social media outlets such as Twitter and Facebook, policymakers and scientists can serve as critical mediators in disseminating scientific information by sharing advancements directly with society.

=====Communication policy and its dimensions=====

Citing an article, "Dimensions of an Information and Communication Policy": "for a national policy to be effective, it must attempt to be comprehensive, covering issues that are considered relevant for that particular society". Because it involves communication, the use of many forms is deemed important, such as traditional and indigenous cultural forms, print media, electronic/broadcast media, film, cinema among others. Such communication policy must be centered on development, in transforming the lives of marginalized people. Development encompasses economic benefits, health improvement, education and other transformative agents. The process involves people empowerment in identifying goals, needs, and solutions to various challenges. Thus, communication policy that is national in scope has broad objective dimensions as well as specific areas where community needs are addressed. Intervention of communication strategies such as dissemination of information both mediated and personal where the latter constitutes participatory communication is deemed important.

John A.R. Lee, author of ''Towards Realistic Communication Policies: Recent Trends and Ideas Compiled and Analysed'', published by The Unesco Press, shares that every state or nation carries communication policies.<ref>{{Cite web|url=http://unesdoc.unesco.org/images/0001/000165/016578eo.pdf|title=Towards Realistic Communication Policies: Recent Trends and Ideas Compiled and Analysed|last=Lee|first=John|date=1976|archive-url=https://web.archive.org/web/20151120001913/http://unesdoc.unesco.org/images/0001/000165/016578eo.pdf|archive-date=20 November 2015|url-status=live}}</ref> These policies are stated/embedded in "legislation, conditions, codes of conduct, rules and proceedings" or implied/suggested "in accepted practices." He adds that they are present "at the national, institutional and professional levels."

By citing a Unesco report made by experts on communication and planning, Lee defines communication policies as "sets of principles and norms established to guide<ref>{{Cite web|url=https://www.fao.org/home/en|title=Home &#124; Food and Agriculture Organization of the United Nations|website=FAOHome}}</ref> the behaviour of communication systems."

He adds that the dimensions of communication policies as well as communication planning encompass the communication system, its components and structures; the functions of the system; the "clients" or audience using the system; the types of information carried by the system and its components; the values and qualities of the information content; and a variety of considerations about the system, its functions, audience, types of information and qualities. Members of the audience are classified based on such characteristics as age, sex, occupations, socio-economic strata, urban-rural (locations) and persuasions. Types of information refer to the conversation, cultural forms, data, education, entertainment, general information, music, news and opinion. Meanwhile, truth, objectivity, relevance, educational effectiveness, violence, humour, sex, libel are examples of values and qualities of the information content.

According to Lee, the "consideration, identification and determination" of the scope of specific communication systems and societal principles and norms are needed in formulating communication policies.

In his paper, Lee also discusses participation in the formulation of communication policies by asking, "Who is involved?" and identifying the stakeholders. They are government executive, legislative bodies, authorities in charge of social and economic planning, individual ministries and their planning boards, communication enterprises, professional organizations, the citizen, the social scientist and the economist.

E. Lloyd Sommerland, UNESCO Regional Communication Adviser for Asia,<ref>{{Cite web|url=http://unesdoc.unesco.org/images/0003/000397/039772eb.pdf|title=Why a Communication Policy and Plan|last=Sommerland|first=E. Lloyd|date=1976}}</ref> points out the difference between communication policies and communication planning by saying that the former provides "the principles, rules and guidelines on which the communication system is built," while the latter is concerned with the policy implementation.

He shares that every country engages in development planning that touches different sectors of a society like "agriculture, manufacturing, commerce, education, health, transport and communication, social and community services." At the heart of these plans for development is communication. "Communication is part and parcel of this whole process of development and needs its own infrastructure," said Summerland. The word "communication" in this particular context includes telecommunications, mass media (print and broadcast), face-to-face communication and traditional channels and these are resources tapped by a society "to enable information to flow within it", he adds.

The author emphasizes the role of communication in national development.

Sommerland also underlines that communication policies are not the ends and they provide a framework for action. He makes a reference to what a UNESCO expert group has said that behind these policies is strategic planning.

"(It) determines the alternative ways to achieve long-range goals and sets the frame of reference for shorter-range operational planning. Strategic planning translates into quantified targets and systematic approaches, the general objectives of communication policies," he says.

Sommerland also supports some claims of Lee that communication policies are either embedded or implied in the existing policies of a nation.

"For a country to try and formulate a coherent national communication policy does not, of course, imply that no policies in this area already exist," the former says. "...Because communication is interdisciplinary and because it is the thread which binds a nation together, communication policies even if incomplete and implicit, are to be found in many different parts of a political and social system.