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Development Communication Policy Sciences refers to the development communication and policy sciences. These two branches of social sciences are regarded as distinct and mutually exclusive areas of study but are said to be inextricably linked.〔Flor, A. (1991). "Development Communication and the Policy Sciences." Asian Institute of Development Communication (Kuala Lumpur). Journal of Development Communication.〕 Initially articulated by Nora Quebral in 1971, development communication was defined as the use of communication to facilitate social development.〔(Policy Sciences ) Policy Sciences Library〕 Gonzales (no date) defines development as a "quest for an improved quality of life for all" and communication is used to facilitate changes in people and society so that their full potentials will be realised. Grounded on the mentioned basic meanings of development and communication, development communication is defined as "the use of communication in development work." In 1993, (Alexander Flor ) suggested to refine the definition of development communication including the perspective of cybernetics and general systems theory.〔Flor, Alexander (1993). "Upstream and Downstream Interventions in Environmental Communication". Institute of Development Communication.〕 In 1995, Alexander Flor claimed development communication as the Fifth Theory of the Press. According to the author, it is the suitable system given "the social and political structures" of the Third World and its present universal environment.〔Flor, A. (1995). "Development Communication Praxis." University of the Philippines Open University.〕 In UNESCO's approaches to development communication, Jan Servaes cited "while communication on its own will not bring about change and development, neither will change happen without development communication. We need to integrate all our efforts".〔http://www.unesco.org/new/fileadmin/MULTIMEDIA/HQ/CI/CI/pdf/approaches_to_development_communication.pdf〕 In 2001, Quebral redefined development communication as the "art and science of human communication linked to a society's planned transformation from a state of poverty to one of dynamic socio-economic growth that makes for greater equity and the larger unfolding of individual potential".〔Quebral, N.C. (1971). "What Do We Mean by 'Development Communication'?" International Development Review. 15(2): 25–28.〕 The World Bank views development communication as the "integration of strategic communication in development projects" based on a clear understanding of indigenous realities.〔Manyozo, Linje (March 2006). "Manifesto for Development Communication: Nora C. Quebral and the Los Baños School of Development Communication". Asian Journal of Communication 16 (1): 79–99. doi:(10.1080/01292980500467632 )〕 In 2006, Bassette defined development communication as a "planned and systematic application of communication resources, channels, approaches and strategies to support the goals of socio–economic, political and cultural development".〔Bassette, Guy. 2006. People, Land, and Water: Participatory Development Communication for Natural Resource Management. London: Earthscan and the International Development Research Centre.〕 The term "policy sciences" was originally coined by Harold D. Lasswell and Daniel Lerner as an approach to understanding and solving problems that draw on and contribute to all fields of knowledge.〔Quebral, N.C. (2001). "Development Communication in a Borderless World". "Paper presented at the national conference-workshop on the undergraduate development communication curriculum, "New Dimensions, Bold Decisions"". Continuing Education Center, UP Los Banos: Department of Science Communication, College of Development Communication, University of the Philippines Los Banos. Pp 15–28.〕 It is a set of procedures in an integrated and comprehensive form to help clarify and secure common interests. The term "policy sciences" is in plural form to emphasize its interdisciplinary nature.〔Allen (1978), cited in Flor, Alexander (1991). Development Communication and the Policy Sciences. Journal of Development Communication. Kuala Lumpur: Asian Institute of Development Communication.〕 In the work of Alexander Flor, the term "development communication policy sciences" was not used as a whole phrase but was mentioned separately as development communication and policy sciences. He discussed the term according to the linkage of development communication and policy sciences as fundamental and traceable even before either area was afforded the status of science.〔 Communication policy research evolved from the outset as a multi-disciplinary field and domain of various academic disciplines from sociology and political science to law and economics, resulting in the coverage of a myriad of multi-faceted topics. The choice of subjects in communication policy research is affected by sociocultural, political, economic and technological forces that determine the overall framework for communication policy and regulation as well as by the many regulatory objectives in communication (Just 2012).〔Just, Natascha and Puppis, Manuel. 2012. Trends in Communication Policy Research: New Theories, Methods and Subjects. 〕 Interestingly, Development Communication is basically communication for social change to achieve one's potential. This is embodied in Nora Quebral's (1971) definition which states that development communication is the "art and science of human communication applied to the speedy transformation of a country and the mass of its people from poverty to a dynamic state of economic growth that makes possible greater social equity and the larger fulfillment of the human potential." Quebral (2001) redefined development communication to "the art and science of human communication linked to a society's planned transformation from a state of poverty to one of dynamic socio-economic growth that makes for greater equity and the larger unfolding of individual potential." Flor (1991) explains that the term policy sciences refer to the scientific study of policies and policy making. Where 'policy' refers to a cluster of decisions with a particular purpose and audience in mind; 'science' is used to suggest the use of empirical data gathered from systematic observation. Flor also states that the aim of this supradiscipline is to improve policy making in order to provide as much "lead time" as necessary in the solution of societal problems. Improved policy making is achieved through the application of social and behavioural science knowledge, structured rationality and new uses of scientific method. Hence, a policy scientist (or a policy analyst for that matter) is involved not only in the scientific design, formulation, analysis and evaluation of policies. He is also concerned with the study of the policy making process itself.〔Flor A.G. 1991. Development Communication and the Policy Sciences. 〕 An important and founding impetus for communication policy research came from Harold D. Lasswell, who also figures prominently as a founding father of communication science and policy science (Rogers 1994). He argued that future advances in communication study depended upon the development of a policy focus and upon being a third voice supplying 'a competing appraisal of the images spread by self-serving sources' (Lasswell 1972:307). While Harold Lasswell is credited to be the intellectual father of the policy sciences and Daniel Lerner as a respected figure in the field, Flor explains that the affinity of the policy sciences and development communication does not begin and end with Lasswell and Lerner. However, while different in scope, development communication and the policy sciences stem from the same rationale: the need for actively applying knowledge from and principles of the social sciences in solving large-scale societal problems under conditions of social change. ==Development Communication and the Policy Sciences== According to Flor, although development communication and the policy sciences are generally regarded as two distinct and mutually exclusive fields of study, the two stem from the same principle: the need to actively apply knowledge from and principles of the social sciences in solving societal problems under the conditions of social change. As Allen (1978), cited by Flor (1998), states: "Since communication permeates every facet of a person's behavior, the study of communication is no less than one way to study policy making. Communication is a useful concept, precisely because it is one more handle whereby we can effectively study policy making. Communication is one of those few variables through which any policy decision is dependent."〔Ongkiko, I. and Flor, A. (1998). Dev Com and the Policy Sciences. ''Introduction to Development Communication''. UP Open University and South East Asian Ministers of Education Organization (SEAMEO) Regional Center for Graduate Study and Research in Agriculture.〕 Communication and Policy Sciences link in Societal Change Undeniably, development communication and the policy sciences are generally regarded as inextricable links in recognizing change in the society. Their engaged roles encourage and support research, practice, and education, and disseminate knowledge and information for the people through various means of communication. Such engagement leads to this further focus on these two's main target: Change. It has been widely established that mass media could fetch and cater education, essential skills, social harmony, and a desire to reach modernization. As stipulated in Walt Rostow's theory in Boado's〔Boado, P. G. (2000). The Need for Self- Directed Learning. Phil: CLSU Research Vista〕 (2000) article, societies progress through specific stages of development on their way to modernity, "the age of high mass consumption." Meanwhile, Lerner suggested that exposure to media would generate empathy for modern culture, and a desire to move from long-established to contemporary ways.〔Lerner, D. (1958) "The Passing of Traditional Society: Modernizing the Middle East." New York: Free Press.〕 However, one needs to be made to understand the fallacy of the notion that communication is an all-embracing area. Being the most used tool for development communication, mass media technologies have become the eyes and hands of the society in examining its social conditions, and to dissect and plot solutions through policy sciences, accordingly. In fact, in some instances, mass media technologies, including television, have been magic multipliers of development benefits. Educational television has been used effectively to supplement the work of teachers in classrooms in the teaching of literacy and other skills, but only in well designed programs which are integrated with other educational efforts. This insight regarding the integration of technology in the education set up basically creates a step-on-the-ladder of achieving change and development. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Development Communication Policy Science」の詳細全文を読む スポンサード リンク
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