Alexander G. Flor emphasized that the “development communication” thinking
applies to different communication-related careers and does not necessarily
entail veering away of communication graduates from the typical relevant
professions, such as in media and advertising.
agree to this thinking by Dr. Alexander G. Flor that we all communication
student not only focus in the typical relevant professions because for me i do
believe all jobs and professions that has communication involved are can be our
job as a future communicators.
“development communication” mindset into a communication course curriculum is
significant because it presents unlimited opportunities to every development
education pushes the students to be more proactive in the community’s needs
rather than adapting to what is being demanded by the media industry, then they
will believe that they themselves can be catalysts of change. As a graduating student, he or
she can envision himself or herself to be a “hero” to certain communities that
are facing different challenges, such as hunger, economic collapse, computer
literacy, to name a few.
idea of Dr. Alexander G. Flor may be considered unusual due to the objectives
of certain communication programs like for example advertising is to convincing
the audience to buy the product through it’s features, advantages and benefits
but if we can think deeper and studies this carefully. The Quebral (1971) say
that according to him “dynamic state of economic growth that makes possible
greater social equality and the larger fulfillment of the human potential” some
important characteristics of a good development communication practitioner, if
possessed, say, by a marketing and advertising practitioner, then it would
definitely improve the probability of obtaining a positive result in whatever
the latter intends to do and achieve.
was one example how development communication works into advertisement. The Nature’s
Spring advertising strategy according to them “We care about the environment the way we care about your health.
As a forerunner in product innovation,
we made our caps shorter to reduce the plastic content by an average of 50%
versus our previous one. This is our way to lessen our impact on the
environment we want to help protect. Let us all make difference. Let’s GO
you can read they have care about our health and specially to our environment
because advertising is not only convincing the audience to buy the product
through it’s features, advantages and benefits. It is also by how the products
affect to the society and to our environment.
communication is a mix of art and science. In the article, it has been
mentioned that the main critique by mass media practitioners on development
communication practitioners was the poor quality of the materials the latter
produce in any project that they organize.
said in the Proactive Information Society there are still many ways on how the
relevant stakeholders can make the campaign more effective. One solution is to
inculcate in them the ideal characteristics of a development communication
practitioner. So where and how do they start acquiring them? One of them is
Education and Proper Training.
more important question to ask in relation to Dr. Flor’s proposal for
communication education is: how can the “development communication” mindset be
included in the curriculum? Of course, aside from theory, there should be some
avenues where communication graduates, whatever they specialize in, would have
a practicum where they are able to or compelled to display these
characteristics. On how to do it, the best plans can be provided by those who
have development communication background though one valid suggestion may be
doing an actual project where community involvement is required.
education can be improved by training students to have a more purposive,
pragmatic and value-driven mindset. This leads us to say that if each
communication graduate is capable to have a “development communication”
thinking, then this means that his or her career path is not only dependent on
number of media and print companies that are being established yearly. Ultimately,
he or she is not also limited to creating his or her own media and print
company so that he or she can create more jobs for communication graduates like
him or her. He or she is presented with unlimited opportunities.
examples in TMA 1 only show that what Dr. Flor’s article has mentioned about a
curriculum that instills proactive way of actualizing the environment’s good
future will be the starting point for any communication graduate. In order to
fuel him or her to succeed in this venture, there is only one thing that he
needs to possess: passion.
a communication graduate may not promise wealth relative to what Wall Street
people earn as an income but he or she can have power to change things, to
influence as many stakeholders as possible to transform a community or even a nation. With passion comes
commitment to a sense of mission to mankind, his country and the ideals of
Flor has shared a very interesting anecdote on what it is to achieve an
idealistic state of community “the government improved social services due
to the amount of revenue it gets from agricultural exports, information
technology is being utilized to narrow the gap of information-rich and
information-poor societies, establishing and supporting a government office
that monitors and implements communication programs, and the potential to
harness Philippine professionals in the ICT sector”.
ideal scenario will only be actualized if all the stakeholders do have the
passion, the knowledge, and the capability to transform a community. This
starts with an education curriculum that can train students to be
process-oriented, but not sacrificing the attainment of the real objectives of
any of their endeavours in the present and in the future. Process-oriented mindset
can entail good knowledge on the problem and the situation, engagement with all
stakeholders, and creation of some measurements for success and contingencies.
communication is dynamic because it is a continuous process and transformation
does not only happen with richness in resources. Without the agricultural
exports and the computers donated from other countries, every student, if they
have inculcated in their behaviour the proactive stance on every challenge
thrown to him or her, then everything is possible. He or she is employed with the ability to
facilitate decision-making, problem solving, conflict resolution, interest
articulation, advocacy and social mobilization in an organization or community. In
his or her own way, using his or her technical knowledge within its
specialization, may he or she be focusing on advertising or development
communications, and since the education that he or she will be receiving
following the new curriculum will empower him or her to be more creative in approaching
any problem, then he or she can create good quality initiatives that will
benefit not only him or her, but also the community that he or she plans to
change for the better.
I agree to what Dr. Flor said about his idea on what a communication curriculum
should consist of. Having a “development communication” mindset, communication
students’ awareness on unlimited opportunities for career and personal growth,
passion for service and non-reliance on material resources to transform a
community – I believe these factors should interplay so that the government
will succeed in producing more ideal communication professionals.