Relevance of the Discipline
Mass media plays a pivotal role in the dissemination of information.
The power of mass media in the present world is obvious. In
this information age, people, societies and nations are vying
for more and more information. This race for more and more
information has, in fact, resulted in virtually an undeclared
information war.
Though, to some extent, the role of Mass Communication for
Development has been accepted from the very beginning, it
did not get the place it deserved. It is only lately, especially
after witnessing the tremendous difference mass communication
made in development process in the developing countries like
the Philippines, that the scholars and practitioners of the
discipline have begun to realise the crucial role Mass Communication
can play to expedite the development process. The role of
mass communication for development is now taken for granted.
The issue is not how much mass media can contribute but how
we can best utilize it to its fullest.
It is against this background that CJMC has launched Master’s
in Development Communication under the affiliation of Purbanchal
University for the first time.
Our prime objective is to produce professionals who can successfully
apply mass media to expedite the existing development process.
Rationale for the Common Core
The course is designed to enable students understand the
principles and the functions of communication and to utilize
the same as a tool for development. It will also make them
grasp the theories of development and models of development
practiced successfully in some developing countries, particularly
in the Philippines.
Objectives of the Course
- Acquire a theoretical and ethical base in the Sciences
and Arts that underlie the study of Development Communication.
- Learn Practical Skills and Values in Mediated and Interpersonal
Communication in Development.
- Gain a basic grasp of the Issues and Problems of Development
in general and of a particular development area, and
- Apply the Concepts, Principles and Skills of Communication
to help solve the problems of an Underdeveloped Society
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