Development Communication Theory

1
Development Communication Theory

• Large-scale / dependency com
• modernistic
• top-down flow/ vertical com
• change agent
• powerful media
• persuasion

• Alternative com/ grass root media
• localised
• community-based
• participatory com
• bottom-up approach/ horizontal com
• share meanings

• Social marketing communication
• advocacy com
• message strategy/ mixed media
• peoples participation

- media exposure - impact/effect study - mass
medias role/ function

• media culture
• media audience
• media policy
• media representations

2
???????????????????
advocacy
stake holders/ partners
??????????????
Participatory com
????????????????????????? ?????????????????
?????????????/?????????????
?????????????????????
research-based
mixed com / channels
??????
?????????????
????? ????? ?????????
??????????
3
Health Protection

• ?????????????????????????????????????????????????
  ??????????

HEALTHY CONCEPT

• ???????????????????????????????????

Health Activity

• ????????????????????????????????????????
• ?????????????????????????????????????????

Health Model
4
????????????????????????
Policy advocacy legislative
knowledge
Communication for health
persuasion
Monitoring/ evaluation
5
?????????????????? ????? ?????? ???.

• ???. ???????????????

• ????????????????? ??????? ?????????? ??????
• ????????????????????????????????
  ?????????????????????
• ????????????????????????

• ???. ??????????/ ?????

• R C- N
• humanising health system