Editing Development communication (section)

==== Process approach ====
The process approach deals directly with the communication planning process which deals to the theories within the planning process that asserts that planning is the application of theory on how and why they are used.  (UNESCO, 1980) The second is it deals with the planning process itself that provide alternative ways of organizing the planning function and process, given different purposes and planning contexts.  (UNESCO, 1980) The thrust of the argument is that there are alternatives to the widely known rational/comprehensive planning approach (UNESCO, 1980).<ref name=":0" />

Communication policy makers are not acting in isolation; they had the full support of scientist and theorists. Communication for Development aims at upholding change in people's attitudes and behavior so as to increase their participation in the development process.  Rogers' diffusion of innovations theory is perhaps the most influential theory in the modernization paradigm. The diffusion model gained wide currency in most developing nations and still looms large with the agenda to support 'development' by "informing the populations about the development projects, illustrating their advantages and recommending that they be supported"(Servaes, 1996). Communication within the modernization approach is synonymous to information and ignores the importance of feedback in the communication process. Melkote and Steeves (2001)<ref name=":7">Melkote, Srinivas R. and Steeves, H Leslie (2001). Communication for Development in the Third World: Theory and practice for empowerment, New Delhi, India: SAGE Publications.</ref> contributed three key qualities of modernization theory and practice: blaming the victim, Social Darwinism, and sustaining class structure of inequality. (1) Blaming the victim is an ideological process, an almost painless circumvention among policy-makers and intellectual all over the world. It is a process of justifying inequality in society by finding defects in the victims of inequality. The policymakers simply blame the despondent lives led by the poor in Third World countries and it is being attributed to the lack of motivation and access to information relating to the various social and economic aspects that they need in order to redeem themselves. (2) Social Darwinists believed that government interventions on behalf of the poor would have disastrous results since they would interfere with the laws of natural selection. The theorist believed that outside interventions to address matters concerning the poor would have dreadful results since these would be interfering with a natural course of events and individual choices and rights. (3) Sustaining class structure of inequality, this is a capitalist interest and quite difficult to overcome. The effect of a focus on individual level cultural deficiencies has been to sustain the status quo within and between unequal societies and thus delay change.

===== Systems approach =====

The systems approach in communication planning deals on how to establish new systems within organizations (UNESCO, 1980). This approach is valuable to planners faced with the task of setting up organizational systems to carry out communication functions (UNESCO, 1980). This approach can also be best applied to problems in the environment, providing planners with an analytical perspective on problem analysis and a range of techniques to use in implementing this perspective (UNESCO, 1980).<ref name=":0" />

===== Network approach =====

Network approach (Padovani & Pavan, 2014) is a heuristic framework for theorizing and empirically investigating global communication governance (GCG) environments or networks in supranational settings characterized by plurality and multiplicity of agents, actors and stakeholders, plurality and diversity of cultures, complexity of interactions, plurality of political systems, and multiplicity of policy processes. GCG is a term coined by Padovani & Pavan (2014) to "indicate the multiplicity of networks of interdependent but operationally autonomous actors that are involved with different degrees of autonomy and power, in processes of formal or informal character, through which they pursue different goals, produce relevant knowledge and cultural practices, and engage in political negotiation while trying to influence the outcome of decision-making in the domain of media and communication in transnational context" (p.&nbsp;544). Network approach specifically focuses on the transnational dynamics that govern communication systems.<ref>(Source: Padovani, C. & Pavan, E. (2014). Actors and Interactions in Global Communication Governance: The Heuristic Potential of Network Approach. In Mansell R. & Raboy, M. (eds). The Handbook of Global Media and Communication Policy. John Wiley & Sons.)</ref>

===== Policy life cycle =====

Government officials and policy makers in both developed and developing countries are often confronted with problems for which they have no design solutions.<ref name=":6">Servaes, J., Jacobson, T. L., & White, S. A. (1996). Participatory communication for social change. New Delhi: Sage Publications.</ref> Every problem, country and culture requires a specific approach and seems to go through policy life cycle. Winsemius proposed four phases of policy cycle;
Phase 1: Recognizing the problem; groups in the society such as government official, lobbyists and countries' leaders recognize the problem, e.g. terrorism, poverty, global warming, and other. The problem is made known to all stakeholders, during this stage the members realized that problem should be tackled through policy.
Phase 2: Gaining Control over the Problem; at this point, the government start to advance in their mechanisms through the formulation of policies. Policy oriented research is often appointed to scientific institutions, opinion surveys are piloted, and options for improving and solving the problem are accounted.
Phase 3: Solving the Problem; at this stage, policies, programs and projects are implemented. In most cases, the government will manage all the details of a program by itself but the best scenario is when NGOs and other involved groups participate in the initiatives.
Phase 4: Monitoring the Problem: At this point the focus is to ensure that the problem is under control and must remain so. This is also the time to think about future policies and to develop public and private partnerships in implementing policies.