Development Communication Theory in India: Developmental Journalism

Mass media, as a science, has developed over the last few decades—especially in the West. When we turn our gaze to the Orient or third-world countries, theories developed keeping in mind the socio-politico-economic scenario of the same are not very significant. For example, normative theories of the press constitute an important branch of the subject which have been called ‘Western Theories’ on many occasions. However, as a developing subject, this concern was taken care of by suggesting two alternative theories for media structures in non-aligned countries of Asia which were committed to socio-economic development in their own ways. These two theories were ‘Development Communication Theory’ and Democratic Participant Media Theory. We will focus on the former, also known as the ‘fifth theory of the press’ to explore its application in India with special focus on development journalism. India has an expansive press landscape; it has provided impetus to and promoted national building.

History of Development Communication Theory

Development means developing people, advancing in any sphere and mass communication can be used as a means to this. This is the crux of development communication. The theory was first recognised at the beginning of the Cold War era but was deeply flawed. It favoured westernisation at the expense of modernisation, dehumanised people by claiming that they were passive audience, and asserted cultural and economic hegemony by disregarding other models of development. With time, theorists realised that non-aligned nations in Asia, Africa, and South America were starkly different when it comes to national development goals. This led to a horizontal approach towards communication where the government was supposed to further its agenda by advocating for national development programmes on family planning, literacy, women empowerment etc.

Today, the theory has matured—the objectives are to create opportunities at the local level, ensure growth in all spheres of life, interacts with the audience, steers away from propaganda and places emphasis on the self. Development communication “is a social process as it seeks the human response of people in society for betterment. The role of mass communication is to help, not to take over or substitute for, his thinking. It serves him by providing the facts on which to base a sound judgment, and the inspiration to carry out his resolve” (Odisha State Open University 50).

Development Communication in India

Development communication can be traced back to 1940s in India, with rural radio broadcasts about farming, weather, market prices, and schemes in indigenous languages. When Doordarshan was launched in 1959, agriculture was the prime focus. One of the earliest and biggest investments in this arena was in 1975 with support from UNESCO and NASA where India loaned satellite technology for a year. Over 2400 villages across six states received four-hour telecasts raising awareness about health, education, family planning and agriculture. Around the same time, Kheda Communication Project was running- educating the masses about topics from food security to family planning. In the last three decades, street plays have also gained popularity as a means to this end. Driven by theatre enthusiasts and woke students, nukkad nataks spread awareness about taboo topics. Development communication in India, in general, started with agriculture and then branched to other themes of importance. The themes come from the socio-political and economic landscape at that time. For example. India was an agrarian economy at the time of independence. Now it is a tertiary economy and so the communication focus has shifted to the working class.

Development journalism is a product of development communication. The role of journalism in development started way before Independence and still continues. While mainstream newspapers cover stories like developmental schemes and projects undertaken by the government, editorials on the lapses in the system, work of civil society among a range of other things, a few outlets are dedicated solely to development journalism. Let us look at a few examples in some detail.

Down to Earth

A fortnightly magazine on environment and development, Down to Earth is published by Centre for Science and Environment. The magazine covers issues of concern in Africa and South Asia, with more emphasis on India. First published in 1992, DTE was started by Anil Agarwal, an environmentalist working towards bridging the gap between people and policies. Their website reads – “We look at ways people are working in forests, farms and factories to make a difference.” DTE has led movements against deforestation, mining projects, and amendments in environmental impact assessment among other issues. Apart from print magazines and online newsletters, they also circulate Gobar Times, a children’s magazine on similar topics. Very recently, DTE launched a full-fledged investigation named ‘Honeygate’ which concluded that all major honey distributing companies like Dabur and Patanjali are frauds selling highly impure honey (read: sugar syrup). Following this, the matter was taken cognisance of by the Food Standards and Security Authority of India, the Centre and the Supreme Court (As Told to Parliament, 2021). State action is underway.

Gaon Connection

India’s biggest rural media platform, Gaon Connection connects rural communities with urban individuals and institutions (government and brands). Creating content suited for the rural audience (on farming tips, biodiversity, culture etc.) is their key vertical. However, time and again they have launched initiatives like Swayam Project, Gyaani Chacha aur Bhateeja, Gaon Yatra, and Election Connection to create an empowering ecosystem in rural areas of Uttar Pradesh, Bihar and Jharkhand. Their role in social change and quality journalism has been rewarded by organizations in India and abroad including Ramnath Goenka Awards and Deutsche Welle.

Grassroots: A Press Institute of India Journal

A monthly journal by PII, Grassroots ‘promotes reportage on human condition’. PII is a non-profit working towards increasing coverage of vital issues like development journalism, women empowerment, foreign policies etc. They provide training and workshops to journalists in this field of reportage and have trained thousands of journalists across south-east Asia. Their publication Grassroots contains a perfect blend of positive stories and challenging ones from different arenas like agriculture, women rights, child labour, environmental crisis, government interventions, and impact of work done by civil society groups.

Mainstream: Newspaper Dailies, Online Press

Let us look at some instances where English dailies and online media platforms have made a difference in this arena. In a recent series of investigative reports, Indian Express exposed a pre-matric scholarship scam in Jharkhand. Punitive action by the state followed as it led to a probe and suspension of key officials involved. When Quint did some math on paper wastage by India’s judiciary in 2019, an order by the Supreme Court followed in 2020 allowing courts to use both sides of the paper.

Decades ago when Punjab’s Eco-baba Balbir Singh set out to clean a 99-mile Kali Bein sacred river, newspapers like The Tribune, Times of India and Indian Express covered it aggressively. This also led to TIME Magazine featuring him in their special report on environmentalists (“Heroes of the Environment 2008 – TIME”). This project was a success solely because of civilians who volunteered as the government had paid no heed to their needs. English and regional dailies make it a point to share such success stories, usually on page 3 of the main newspaper. However, a study which analysed four English dailies for a period of one year, “found that the coverage of developmental news is neither significant nor encouraging” (Murthy 44). Most times, the story doesn’t receive coverage till the time it’s a success. The struggle goes undocumented.

Discussion and Scope

Till the time there is scope of development in India, there is a desperate need for development communication and journalism. We must, however, notice and remedy various factors that plague the scene. Over the last few years, the freedom of Indian press has deteriorated significantly (Kamdar). This can be a highly possible reason hampering coverage on developmental issues. It may look as a dry, passive field of work with just reporting what the government is rolling out for development of the masses. This is far from true. The press has been called the ‘fourth estate’ for performing its watchdog function. Development journalism is an extension of that watchdog function now. Critiquing government policies, performing exposés, showcasing the need of policies, holding the state accountable, lauding civilians’ and NGOs’ work in bettering the quality of life, and following up on developmental projects in place—development journalists have to do it all and more.

As India transitions from being a third world country to one that is rapidly developing and carving a strong global position for itself, Indian media needs to up its game in assisting this goal. With the swelling smartphone and internet market, India is more connected than ever. Journalism has become more accessible, democratic and participative—a manifestation being MoJo i.e. Mobile Journalism. This overlaps with the Democratic Participation Theory, the sixth theory of the press.

Conclusion

The essay traced the evolution of the development communication theory to exist in the form it has taken today—a more de-hegemonized and active approach to development. Looking at the context of India, it is highly underrated as a subject of study given its scope and relevance. Development journalism is a very strong product of development communication. There have been several successful attempts at publications being dedicated to development like Down to Earth, Gaon Connection and Grassroots which have led and promoted a better quality of living. An example mentioned before is of DTE’s expose on honey fraud which is now taken care of by the Centre. Mainstream English dailies have also done their bit in furthering national development. However, one realises that development journalism remains neglected by journalists as a field of work. While there are many instances where the press has facilitated development by spreading awareness, critiquing on policies, lauding development led by civil action and other ways, the stream requires more participation and attention. A possible way of doing that is by introducing development journalism as a subject for journalism and media students. Another factor posing as an obstacle is restrictions on freedom of expression lately. We have to get rid of fear to move ahead and that is possible only when the State, civilians and media come together for good.

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