Development communication originated as a post-war term meaning “the application of communication strategies and principles in the developing world.”. As time went by, various definitions of development communication emerged, each reflecting its political agenda and interests. A more recent definition states that development communication aims to remove constraints for an increasingly participatory and equal society.
Sustainability and inclusivity are at the heart of effective development. The current development communication paradigms are the top down Dominant paradigm which is criticized for not being inclusive and the bottom up Participatory paradigm which is criticized for not being sustainable.
Based on the Seven Principles of Learning, this study suggests a new learning paradigm for development communication which bridges the gap between both afore mentioned paradigms. The suggested paradigm is more audience-centric than the current dominant paradigm and more structured than the current participatory paradigm. The suggested learning paradigm builds its conceptual model around the development communication campaign audience’s internal and external factors that directly influence their decision making. Those factors also determine if they receive the message and how they process it.
School of Global Affairs and Public Policy
Journalism & Mass Communication Department
MA in Journalism & Mass Communication
Committee Member 1
Committee Member 2
Mervat Abo Ouf
Institutional Review Board (IRB) Approval
Approval has been obtained for this item
Abd El Ghaffar, L.
(2022).Applying the Seven Principles of Learning to Development Communication [Master's Thesis, the American University in Cairo]. AUC Knowledge Fountain.
Abd El Ghaffar, Lina. Applying the Seven Principles of Learning to Development Communication. 2022. American University in Cairo, Master's Thesis. AUC Knowledge Fountain.
Available for download on Tuesday, June 11, 2024