Question

The concept of Development communication that it is NOT just dissemination of information but understanding its reception and utilization by the users, was given by:

• A. Devesh Kishore
• B. Nora Quebral
• C. Robert Chambers
• D. Neela Mukherjee

Hint:

Nora Quebral = "Mother of Development Communication." Her work transformed communication from a 'broadcast' model to a 'dialogue' and 'utilization' model.

Answer 1

The Correct Option is B

Step 1: Understanding the Question:
The question identifies a core principle of Development Communication (DevCom) and asks for the scholar who popularized this definition.

Step 2: Detailed Explanation:

• 1. Definition of Development Communication: DevCom is the use of communication to facilitate social development. It focuses on using media and interpersonal channels to bring about positive behavioral and social change.

• 2. Contribution of Nora Quebral: Dr. Nora C. Quebral, an academic from the Philippines, is widely regarded as the "Mother of Development Communication." In 1971, she coined the term and provided its most influential definition.

• 3. The Core Concept: Quebral argued that communication for development is not a one-way street (mere dissemination). It must be purposeful, audience-centric, and focused on whether the information is actually received, understood, and 'utilized' to improve the quality of life.

• 4. Analysis of other names: Robert Chambers (Option C) and Neela Mukherjee (Option D) are famous for Participatory Rural Appraisal (PRA) techniques. Devesh Kishore (Option A) is a notable Indian expert in the field, but Quebral is the author of the specific "not just dissemination" philosophy.

• 5. Application: This principle ensures that extension messages are tailored to the local language, culture, and literacy levels of the target audience.

Step 4: Final Answer:
The concept was given by Nora Quebral.