Page "Development communication" Paragraph 8

Elsewhere in the world, the term development support communication was being used in UNDP programmes under the leadership of Erskine Childers, who was operating from his UNDP office in Bangkok together with his co-author of significant development support communication papers and wife, Malicca Vajrathron.

This brand of communication was clearly focusing on the support functions of communication in promoting agricultural and development programmes of the United Nations ; clearly, therefore, development communication, Los Baños style, was, from the beginning, an academic field of study rather than just techniques program ( Librero, 2008, pp. 8-9 ).

The meaning of development as espoused by Seers in Dr. Quebral's paper in the symposium of December 1971 became a major point of argument in favour of a new term that she coined, that is, the term development communication, as opposed to Childer ’ s development support communication, which was used in public and in the scientific literature for the first time.

Dr. Librero recounts that colleagues in agricultural communications in Los Baños agreed with Dr. Quebral, but colleagues from the field of mass communication in the University of the Philippines Diliman, and more so from other countries notably in North America, did not agree completely, although years later they ultimately accepted development communication, even if in the beginning they also focused on the concept of it being agricultural.

Today, development communication is as acceptable to them as mass communication is.