Editing Development communication (section)

==== Development communication and policy sciences as mutually constitutive fields ====
Development communication and policy sciences exhibits mutuality as catalysts of change in this fluid environment. Both are geared towards effecting change in society. Will these two sciences be robustly beneficial if converged in one developmental framework? Allen (as cited in Flor, 1991) postulates that policy is a science of decision-making based on empirical data gathered from observation.<ref name="AGF" /> One important characteristic of policies is, it is created to facilitate civic order, an agent to development process. How does it relate to development communication? Although a relatively young science, Development Communication has now been recognized and adopted by various agencies: the government and private sector as a means to institute effective changes using bottom-up approach. In the same vein, policy sciences grew out of this need to reorient actively the social sciences to the resolution of policy issues.<ref name="AGF" /> Recognizing that every human being is a value-shaper and sharer in the social process, interaction as whole has been considered systemically by both sciences. A policy science is anchored on its ''intelligence'' function, followed by mobilization and bureaucratic reforms where mobilization is a key component of development communication. Development communication practitioners are well-equipped when it comes to understanding social phenomena which can aid in the ''intelligence function'' of policy scientists. The development agenda of both sciences are anchored on ''contextuality,'' meaning both recognizes the human's social values and institutions in drafting interventions, plans and policies to achieve an ''enlightened society''.

These policies are products of Development Communication initiatives that can influence decision makers or the government in enacting pertinent laws for the benefit of the publics. Development communication's process is akin to policy science as both recognizes the context or the environment where humans socially interact. Both are using social science procedures in solving large-scale problems<ref name="AGF" /> and further acknowledges communication as an integral part of the process. Hence one can surmise that policy decision-making is dependent on communication.

In an era of rapid development, each field should not be viewed as dialectically superior against the other, rather both development communication and policy sciences should mutually work to advance for the social change. The thrusts and goals of Development communication can be sustainable if it is backed by certain policies.

Following Quebral's definition of Development communication "the ''art'' and ''science'' of ''human communication'' applied to ''speedy transformation'' of a country and the mass of its people from ''poverty'' to ''dynamic state of economic growth'' that makes possible ''greater social equality'' and the ''larger fulfillment of human potential''", Flor and Ongkiko explained each aspect of this definition for better understanding on why development communication was defined this way.<ref>{{Cite book | doi=10.13140/RG.2.1.2952.6887| year=2006| last1=Ongkiko| first1=Ila Virginia C.| last2=Flor| first2=Alexander G.| title=Introduction to Development Communication| publisher=University of the Philippines - Open University|edition=Second|isbn=971-560-096-4}}</ref>

'''ART'''

In relaying a message, creativity is needed to attract the attention of its audience. It does not focus only on beautifying the message or the image but the art of communicating with people that would help them understand and adapt to the changes that will happen to them.

'''SCIENCE'''

As Flor and Ongkiko emphasize, development communication is a social science. At the same time, it is both theory and practices. The theory is backed-up with science in order to understand a situation, then the application or execution of plans towards development is the practice. A systematic approach which mostly based on the methods of science is followed in order to address a situation. The most commonly used method is identifying the problem, gathering data about the problem and develop communication processes that will be useful in able to address the situation and helped the community for development.

'''HUMAN COMMUNICATION'''

This is an important aspect for development communication because it is people-centred. The people need to communicate with one another for their own development. The people behind the development is reaching out to the people who need development. That is human communication.

'''SPEEDY TRANSFORMATION'''

This represents the social change that will happen to the community. All the researches made in able to identify the problem must put into action for the transformation of the lives of the people in the community.

'''POVERTY'''

The greatest challenge in development communication is poverty. Even in the Millennium Development Goals of United Nations, poverty is at the top of the list that needs to address with the hope of eradicating it in the future. Because of poverty, many people are experiencing malnutrition, unemployment and illiteracy which adds to the burden of the people.

'''DYNAMIC STATE OF ECONOMIC GROWTH, GREATER SOCIAL EQUALITY, LARGER FULFILLMENT OF HUMAN POTENTIAL'''

Since the goal is for development, this is a continuous process. The aim is to help the people with their economic, social, and environmental goals.

Noticeably, everything that was mentioned in the explanation of the definition of development communication has something to do with goals, progress, theory, research, problem identification, and practices. Thomas L. McPhail, also describes development communication as a process of change using education or media as long as it is for the purpose of positive social change.

This coincides with Harold Lasswell's vision that policy sciences bring together social sciences and practical policymaking to solve public problems, formalizing the link between the two.<ref>{{Cite journal |doi = 10.1080/19460171.2008.9518532|title = Harold lasswell's "problem orientation" for the policy sciences|year = 2008|last1 = Turnbull|first1 = Nick|s2cid = 144942537|journal = Critical Policy Studies|volume = 2|pages = 72–91}}</ref>

As mentioned, development communication is backed with science through theories by identifying the problems needed to address. Lasswell identified policy science as problem-solving, with the idea of when addressing the problems, it should focus on human dignity or the fulfilment of human potential as Quebral said on her definition of development communication.

'''NATIONAL DEVELOPMENT'''

According to Jaime B. Ramirez (2011), members of the development media have considered economic and social development as one of the significant and vital signs of national development. Admittedly, he said, development communication cam always bridge gaps between the traditional and modern changing society, as it can raise the full aspirations of the people under the new society in the overall strategy for change.  Development communication accordingly, can enforce social norms. In terms of policy sciences, development communication Ramirez adds, can broaden the policy dialogue by providing the two-way flow of information and opinion required for development as a nation. It, therefore, plays a potent and major role to economic and social development as well as political power. Without sacrificing its freedom, the development media can contribute to the growth of democratic institutions and to political stability, essential to national development.<ref>Philippine Journalism Handbook, 3rd Edition. 2011 reprint.</ref>

===== Social marketing and social mobilization for development =====
In the aim to address and solve the myriad of societal problems of various contexts, the policy sciences are important to be able to have a more structured operational and strategic plan. In view of this, the role of social marketing and social mobilization are deemed necessary to achieve the goal of the policy sciences by purposively crafting and implementing target-specific plans and programs for positive societal change.

Social marketing (soc mar) and social mobilization (soc mob) are utilized to facilitate development (Velasco, Cadiz, and Lumanta, 1999).<ref name="Velasco, M.T.H. 1999">Velasco, M.T.H., Cadiz, M.C.H., and Lumanta, M.F. (1999). Communication and social marketing. UP Open University</ref> Development, as defined by Gonzales (n.d.), is "a quest for an improved quality of life for all." Moreover, Gonzales (n.d.) describes development as multidimensional (possesses political, economic, social, cultural, institutional, and environmental dimensions), multidisciplinary (draws from various disciplines), interdisciplinary (derives comprehensive, strategic, and operational plans for implementation from relationships between and among disciplines), and integrative (unifies diverse orientation to allow inter-penetration among disciplines).<ref>Gonzales, V.A. (n.d). "Development in the Context of a People-Oriented Strategy for Empowerment: An Overview."</ref>
Therefore, the mobilization of people and resources is essential in the quest for development. "True development is people oriented and participatory, bringing about people empowerment. It uses technology in harmony with the environment. It aims to be relevant, responsive, effective, efficient, economical, equitable, and sustainable" (Gonzales in Velasco, Cadiz, and Lumanta, 1999).<ref name="Velasco, M.T.H. 1999"/>

===== Social marketing versus social mobilization =====
Social marketing uses different strategies to market social ideas and values that aim to create a change in behavior. Whereas, social mobilization has a much broader scope and it encompasses social marketing and communication. Social mobilization aims to bring together individuals and groups in spreading awareness about a certain cause using social marketing strategies. Social marketing is implemented when an advocacy/cause/message needs to be crafted in a way that it will effectively reach certain groups of people or target markets.

Kotler and Zaltman (in McKee, 1992) define social marketing as "the design, implementation, and control of program calculated to influence the acceptability of social ideas, involving considerations of product, pricing, communications, and market research." On the other hand, McKee (1992) described social mobilization as "the process of bringing together all feasible and practical inter-sectoral and social allies to raise people's awareness of the demand for a particular development program, to assist in the delivery of resources and services, and to strengthen community participation for sustainability and self reliance."<ref>McKee, N. (1992). Social Mobilization and Social Marketing in Developing Communities: Lessons for Communicators. Penang, Malaysia: Southbound</ref>

===== Social marketing hand-in-hand with social mobilization =====
Social marketing and social mobilization combined creates a more powerful movement as both elements strengthen each other. Social mobilization prompts the use of social marketing strategies to attain the main objectives of a program. Likewise, social marketing intensifies social mobilization as it upholds a people-centered approach in putting together activities through the use of different media, in achieving the development goal. As an illustration, the interplay of social marketing and social mobilization is manifested in the corporate social responsibility (CSR) programs of different organizations.<ref name="Velasco, M.T.H. 1999"/>