Communication Technology and Human Development: Recent Experiences in the Indian Social Sector

The role communication can play in facilitating social change and furthering the goals of development programmes is now widely acknowledged. However, what is not so well appreciated is that the application of communication technologies in social development programmes is a complex task which requires a professional approach. Based on more than 30 years of the Author’s personal experience, this book provides an understanding of the practical issues that arise in the planning and implementation of communication programmes to bring about behaviour change in the Indian context. The first section of the book provides a historical background to the evolving nature of the application of communication technology in development. Case studies of innovative applications of communication technology, both in India and abroad, are described to assist a holistic understanding of the evolution of the role of development communication. In section II, the author presents recent and major initiatives in the design and implementation of communication strategies in three important social sectors–literacy, population issues and rural development (including poverty alleviation). Based as they are on first-hand experience, these case studies provide very practical information concerning the key elements in appropriate development communication–setting objectives, programme design, planning, application of hardware, a multi-pronged approach, the preparation of materials, accountability, the participation of local communities, and professional management. In the concluding chapter, Avik Ghosh draws attention to various critical issues and concerns in the context of India’s movement. He argues that the importance of communication in facilitating social change and the need to involve local communities in such initiatives is not sufficiently appreciated by policy-makers. Lucidly written and providing numerous insights, this book will be invaluable for all those involved in development communication and rural development. It will also attract the attention of students of mass communication, social marketing, and advertising/public relations, and those in the voluntary sector.