Editing Development communication (section)

==== Policy sciences ====
Nora Quebral (1971) defines development communication as "the art and science of human communication applied to the speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth that makes possible greater social equality and larger fulfilment of the human potential".<ref>{{cite web|url=https://devcomconvergence.wordpress.com/tag/nora-c-quebral/|title=Nora C. Quebral – devcomconvergence|website=devcomconvergence.wordpress.com|date=17 August 2013 }}</ref>

The fundamental characteristic that distinguishes development communication from traditional views of mass communication is its purposive nature. According to Flor, policies, being guidelines, imply that certain directions are already assumed. Development communication and the policies sciences stem from the same rationale, which is the need for actively applying knowledge form and principles of the social sciences in order to solve large-scale societal problems under the premise of social change.<ref name=":2" />

Melafopulos (2008) presented two modes or approaches to development communication: the monologic mode and the dialogic mode. The monologic mode is linked to the standpoint of 'diffusion' following the one-way model of communication. The purpose of this mode is to disseminate information and messages to persuade its recipients about the intended change. In short, communication is positioned to (1) inform and (2) persuade. In this model, the feedback is enhanced and canned allowing the sender to refine its persuasive message. On the other hand, dialogic mode is related with the participatory paradigm which follows a two-way communication model. It seeks to create a conducive environment where stakeholders are involved in all stages of the project from the definitions down to the implementation of solutions. This model seeks to make use of communication (1) to assess and (2) to empower. The use of dialogic communication paves the way for building of trust and understanding which is the key to participation and eventually for the empowerment of the people in the grassroots.<ref name=":1" />

Achieving development in the community is collaboration between different stakeholders. Development communication believes that in order to have genuine development, that desire to improve and uplift their lives must come from the grassroots level; it must come from the people. Development communication empowers the people to believe in themselves that they can do something in order to alleviate their standard of living. In their book, [http://booklikes.com/introduction-to-development-communication-ila-virginia-c-ongkiko-alexander-/book,6911885 Introduction to Development Communication], Ongkiko and Flor (2006) claimed that Development communication entails motivating individuals and groups of people such as farmers, fisherfolks, workers, housewives, and the youth to change their habits, their lifestyles, their way of thinking and their way of doing things. This further proves that development communication is not just merely providing facts and information instead its goal is to persuade the people to become an active participant in the achievement of their goals.

Policy sciences refer to the scientific study of policies and policy making. Policy refers to a cluster of decisions with a particular purpose and audience in mind. The word "science" is used to suggest the use of empirical data gathered from systematic observation. The plural form (sciences) is used to underscore the interdisciplinary nature of this field (Allen, 1978). Policy science was conceived in order to cope-up with the fast changing landscape of our society. Because of these changes they called, "turbulent field", the traditional social science methodology was already considered inadequate in solving today's societal problems (Allen, 1978). The goal of policy sciences is to develop and provide concrete solution to the rising problems brought by technological progress.<ref name=":87">{{Cite web |author=Harold D. Lasswell |url=http://www.policysciences.org/classics/preview.pdf |title=A Preview of Policy Sciences |access-date=5 December 2015 |archive-date=24 September 2015 |archive-url=https://web.archive.org/web/20150924075209/http://www.policysciences.org/classics/preview.pdf }}</ref>

Policy sciences are concerned with knowledge of and in the decision processes of the public and civic order. Knowledge of the decision process implies systematic, empirical studies of how policies are made and put into effect. When knowledge is systematic, it goes beyond the aphoristic remarks that are strewn through the "wisdom" literature of the past.<ref name=":87"/>

Development communication and policy sciences are two essential elements in resolving recurring dilemma especially in the third world societies.