Development Support Communication (DSC)
Origin of DSC:
In the 50’s of the last century, many developing countries used agricultural extension education to improve agricultural production.
As in developing countries, even though, a large part of population is engaged in agriculture, the small and marginal farmers are not able to produce adequate food because of the unscientific method of farming (the traditional way of tilling the soil and dependence on the monsoon). It was therefore, considered necessary to help these farmers to change their agricultural practices, through extension methods.
This approach of spreading/diffusing innovation, new ideas, practices, and technologies in agriculture to the farmers became very popular as agricultural extension during 1950’s.
In view of heavy reliance of agriculture extension on communication techniques and methodologies, in due course communication applied to agriculture extension came to be known as Agricultural Communication.
By and by, extension approach was used to transfer knowledge to the rural mass on health, hygiene, nutrition, sanitation etc. Hence, it came to be known as Rural Communication.
Later on, the slums of the urban areas were also included to help the poorer sections living in them. Thus, communication theory and practice applied to help stimulate the development process in general branched off as the Development Support Communication (DSC).
In DSC, the emphasis is on greater participation of the beneficiaries in the development process in general, and in message development in particular.
Example: Pulse polio fiasco in pockets of U.P and Bihar.
DSC Links Agencies:
DSC was a concept popularized by the UNDP, FAO, UNICEF etc. It links all agencies involved in the planned development work such as political executives, policy planners, development administrators, subject specialists, field workers, opinion leaders, the media representatives, the researchers and beneficiaries who constitute the final delivery points and consumers of information.
Route of Communication in DSC:
The route of communication envisaged are not only vertical from top to bottom and bottom-upwards, but also horizontal between the institutions and personnel connected with the process of development.
Wood’s Triangle:
John L. Woods (1976) conceived a triangular nexus with three points: Knowledge generators, political leaders and development knowledge users, called Wood’s Triangle.
According to Woods, the role of DSC, is to link all three elements in the development linkage triangle along with all the intermediate user groups.
His emphasis is not only on pushing the information towards the target groups, but also on taking into account the information seeking pattern of the target audience and integrating them into the development planning process.
In the 50’s of the last century, many developing countries used agricultural extension education to improve agricultural production.
As in developing countries, even though, a large part of population is engaged in agriculture, the small and marginal farmers are not able to produce adequate food because of the unscientific method of farming (the traditional way of tilling the soil and dependence on the monsoon). It was therefore, considered necessary to help these farmers to change their agricultural practices, through extension methods.
This approach of spreading/diffusing innovation, new ideas, practices, and technologies in agriculture to the farmers became very popular as agricultural extension during 1950’s.
In view of heavy reliance of agriculture extension on communication techniques and methodologies, in due course communication applied to agriculture extension came to be known as Agricultural Communication.
By and by, extension approach was used to transfer knowledge to the rural mass on health, hygiene, nutrition, sanitation etc. Hence, it came to be known as Rural Communication.
Later on, the slums of the urban areas were also included to help the poorer sections living in them. Thus, communication theory and practice applied to help stimulate the development process in general branched off as the Development Support Communication (DSC).
In DSC, the emphasis is on greater participation of the beneficiaries in the development process in general, and in message development in particular.
Example: Pulse polio fiasco in pockets of U.P and Bihar.
DSC Links Agencies:
DSC was a concept popularized by the UNDP, FAO, UNICEF etc. It links all agencies involved in the planned development work such as political executives, policy planners, development administrators, subject specialists, field workers, opinion leaders, the media representatives, the researchers and beneficiaries who constitute the final delivery points and consumers of information.
Route of Communication in DSC:
The route of communication envisaged are not only vertical from top to bottom and bottom-upwards, but also horizontal between the institutions and personnel connected with the process of development.
Wood’s Triangle:
John L. Woods (1976) conceived a triangular nexus with three points: Knowledge generators, political leaders and development knowledge users, called Wood’s Triangle.
According to Woods, the role of DSC, is to link all three elements in the development linkage triangle along with all the intermediate user groups.
His emphasis is not only on pushing the information towards the target groups, but also on taking into account the information seeking pattern of the target audience and integrating them into the development planning process.
Development Support Communication in Health Sector in India
Improvement in the healthcare system is essential for social and economic development. Moreover, unless people have healthy living, they cannot enjoy the other benefits of life. These are the reasons why activities attempting to improve health and socio-economic situations should be regarded as mutually complementary to each other rather than competitive. Health is an essentially productive factor contributing to the overall development.
Example: The control of certain communicable diseases often helps to promote development in general. Proper nutrition and reduction of sickness increases the productivity of work. Breaking the vicious circle of malnutrition and infection leads to improvement of physical and mental development of the child. Vaccinating an entire child population against diseases brings reduction in child mortality, which can induce a feeling to have a small family.
Limitations of traditional health communication:
• Unlike other areas, the influence of mass media in changing the health behaviors of an individual is limited.
• Opinion leaders are comparatively less effective in changing the health behaviour of an individual. For example: The big land lords were the first to accept changes in the agricultural process and production but not in health (e.g. family planning).
• Not all opinion leaders can influence everyone. They generally specialize in some fields. For example: A progressive farmer might succeed in disseminating new innovations in the field of agriculture but may fail in the sector of health.
DSC Strategy:
In the context of the complexity of health behaviour, DSC assumes greater significance. Some of the important points of DSC strategy are:
• In health communication, word-of-mouth and personal communication form a trusted source and is significantly more effective than mass communication from a remote source.
• In a country like India, a DSC strategy needs to be developed in a manner that can cater to the needs of the diverse groups based on social and cultural background.
• The Govt. of India’s National Rural Health Mission (NRHM), which envisages a key role of Panchayati Raj institutions in the implementation of health programmes. This programme is in line with DSC.
•The mission relates health to determinants of good health viz. sanitation, nutrition and safe drinking water; optimization of health manpower including Ayurveda, Unani, Siddha and Homeopathy (AYUSH) among others.
•The goal of achieving health behaviour change should be a central point of the DSC strategy. This needs to be operated in that spirit. The health communicator, should, therefore pursue the following activities if he aims to achieve behavioural change.
1. Assess the needs of the community or different target groups.
2. Assess the local resources available to meet these needs.
3. Assess the likes and dislikes of people towards the different types of communication.
4. Convince the stakeholders on the need of the programme.
5. Provide scientific, specific and basic information to the policy-makers and decision-makers.
Example: The control of certain communicable diseases often helps to promote development in general. Proper nutrition and reduction of sickness increases the productivity of work. Breaking the vicious circle of malnutrition and infection leads to improvement of physical and mental development of the child. Vaccinating an entire child population against diseases brings reduction in child mortality, which can induce a feeling to have a small family.
Limitations of traditional health communication:
• Unlike other areas, the influence of mass media in changing the health behaviors of an individual is limited.
• Opinion leaders are comparatively less effective in changing the health behaviour of an individual. For example: The big land lords were the first to accept changes in the agricultural process and production but not in health (e.g. family planning).
• Not all opinion leaders can influence everyone. They generally specialize in some fields. For example: A progressive farmer might succeed in disseminating new innovations in the field of agriculture but may fail in the sector of health.
DSC Strategy:
In the context of the complexity of health behaviour, DSC assumes greater significance. Some of the important points of DSC strategy are:
• In health communication, word-of-mouth and personal communication form a trusted source and is significantly more effective than mass communication from a remote source.
• In a country like India, a DSC strategy needs to be developed in a manner that can cater to the needs of the diverse groups based on social and cultural background.
• The Govt. of India’s National Rural Health Mission (NRHM), which envisages a key role of Panchayati Raj institutions in the implementation of health programmes. This programme is in line with DSC.
•The mission relates health to determinants of good health viz. sanitation, nutrition and safe drinking water; optimization of health manpower including Ayurveda, Unani, Siddha and Homeopathy (AYUSH) among others.
•The goal of achieving health behaviour change should be a central point of the DSC strategy. This needs to be operated in that spirit. The health communicator, should, therefore pursue the following activities if he aims to achieve behavioural change.
1. Assess the needs of the community or different target groups.
2. Assess the local resources available to meet these needs.
3. Assess the likes and dislikes of people towards the different types of communication.
4. Convince the stakeholders on the need of the programme.
5. Provide scientific, specific and basic information to the policy-makers and decision-makers.
Difference between DC & DSC models
Source:
DC: University-based
DSC: Development agency based
Structure:
DC: Top-down, authoritarian
DSC: Horizontal knowledge sharing between benefactors and beneficiaries.
Paradigm:
DC: Dominant paradigm. Effort is externally directed social change.
DSC: Participatory paradigm.
Level:
DC: International and national.
DSC: Grassroots.
Media:
DC: Big media: TV, radio and Newspapers.
DSC: Small media: Traditional media, group and inter-personal communication, video, film strips etc.
Effects:
DC: To create a climate of acceptance by beneficiaries for new ideas and innovations.
DSC: To create a climate of mutual understanding between benefactors and beneficiaries.
DC: University-based
DSC: Development agency based
Structure:
DC: Top-down, authoritarian
DSC: Horizontal knowledge sharing between benefactors and beneficiaries.
Paradigm:
DC: Dominant paradigm. Effort is externally directed social change.
DSC: Participatory paradigm.
Level:
DC: International and national.
DSC: Grassroots.
Media:
DC: Big media: TV, radio and Newspapers.
DSC: Small media: Traditional media, group and inter-personal communication, video, film strips etc.
Effects:
DC: To create a climate of acceptance by beneficiaries for new ideas and innovations.
DSC: To create a climate of mutual understanding between benefactors and beneficiaries.
this fine information abour dsc i have learn more by chekka nageswararao
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