Insight: Thoughts on DevCom

What is Development Communication? The first time someone asked me this question was in 2016, my sophomore year in college, and I did not give a straight answer. Even now, I have not mentally prepared a set of phrases to say if asked what DevCom is. I admit this even while advancing my understanding of the field in the meantime.

As learned, there are agreed definitions of DevCom, which depend on the purpose. The prominent mother of DevCom in the Philippines, Noral Quebral (2001), defined it as the art and science of human communication linked to a society's planned transformation from a state of poverty to one dynamic socio-economic growth that makes for greater equality and the larger unfolding of individual potentials. Meanwhile, Roman (2005) plainly put it is a benevolent willingness to study communication phenomena that describe and illuminate and help achieve social change in developing countries.

Nonetheless, DevCom has no precise definition. Among the reasons for this include its broad context, numerous interests, and an overarching sense of purpose and moral drive (Roman, 2005). These self-same complexities determine the challenge in the place of theory in DevCom.

Such a predicament is rooted in the twin ideas of (1) development and (2) communication. During its earliest days, spiraling out as a field, early DevCom scholars treated theory and practice as the same. By then, 'theory' was understood as an ordinary antonym and a complement of practice or a paradigm or a basic set of beliefs that guides actions (Guba, 1990). Such an approach resulted in communication scholars shelving themselves within a general DevCom framework.

True enough, DevCom is an overarching field. It does not adhere to just one paradigm because doing so invalidates its progressive nature. This alone explains why, even now, there is no one theory of DevCom developed and used by its practitioners. In essence, the palace of theory in DevCom is tough, although possible.

Roman (2005) recommended that a practical start is framing normative theories under DevCom. In his systematic review of the roots of DevCom, he laid out the three social scientific traditions of DevCom: the media effects-oriented tradition, the critical tradition, and the pragmatic philosophy tradition. Further, he suggested that DevCom should aim for a practical theory that will help present a guide.

As an aspiring DevCom practitioner, this is a profound insight not only to my concept of DevCom but, more importantly, to my focus as a researcher. Not to discredit the value of media effects-oriented tradition, which paved the way for the early DevCom studies. But I see both the critical and pragmatic traditions anew because of their practical value and emphasis on exchanged dialogues and ideas.

DevCom is never a dead discipline, not now or sooner. While there is no need to justify why such is the case, an emphasis on its practical orientation will help cement the field as a relevant discipline in the pursuit of social change. It is also what Roman (2005) meant with the phrase drive for action beyond mere academic reflection.

Only time will tell until the conception of the first DevCom theory (or theories), which encapsulates some of its aspects or its entirety. Even so, at least how I view it, we need not rush having one as though the fate of our beloved discipline depends on it. The guidance of the equally relevant paradigms will keep DevCom afloat and relevant.

Finally, DevCom, upon reflection, is arguably an ambitious field, but in a positive connotation. It aims for social change with the use of various theories and methodologies from relevant disciplines. Overall, it is powerful in the developmental focus, which communication can help promote.

In case one asks what DevCom is, I will say: DevCom, as a field is adaptive, transformative, and inventive. Both development and communication are the means for its pursuit of social change. It treats communication as a relevant driving force for development. More importantly, it is not a dead discipline even if one closes the door to it because it is developing.