Development Support Communication

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Development Support Communication: DSC Development Support Communication is a newly emerged concept of communication activities that undertake exchange of messages at more participatory level to achieve specific goals of change and development. the philosophy behind the concept is to utilize the mass media and other available communication means to teach and mobilize segments of a society towards change in specified walks of human life. The major concern of DSC is to produce message keeping in view the need and importance of message, message-effects and the ability of the target audience to consume it effectively. Unlike any other communication efforts to bring socio-economic change in a given society, DSC deals with the phenomenon of change and development at the grass-root level. So we can say that....... "Development Support Communication is a specifically designed communication strategy, which supports a particular development programme". The practice of Development Support Communication, DSC, is a multi-sectoral process of information sharing about development agendas and planned actions. It links planners, beneficiaries and implementers of development action, including the donor community. It obligates planners and implementers to provide clear, explicit and intelligible data and information about their goals and roles in development, and explicitly provides opportunities for beneficiaries to participate in shaping development outcomes. It ensures that the donor community is kept constantly aware of the achievements and constraints of development efforts in the field. Development Support Communication makes use of all available structures and means of information sharing. Therefore it is not limited to mass media alone. It also uses both formal group and non-formal channels of communication, such as women’s and youth associations, as well as places

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