Abstract of Dissertation

Keyword : Development Communication; Community Development; Mass Media Methods; Social Organizations; Changing Technologies

Objective : To assess various strategic approaches used for communication in Gujarat. To assess communication capacity in the organisation

Background : How did the discipline and practice of development communication begin? Who were the founders and how were the first experiments implemented? The purpose of this paper is to provide an overview of development communication. To do so, the first section focuses on the theoretical perspective and evolution of development communication. This study then specifies the components of development communication and, having done so, proceeds to evaluate the various approaches to this conceptual formulation. Thus, it discusses the extension and community development approach, the ideological and mass mobilization method, the centralized mass media method, the localized mass media method, and the integrated approach. It concludes that since development communication is not simply concerned with the mere provision of information on development activities, it should not stop with conventional mass media. Rather, it must involve strong components of social organization and interpersonal and traditional modes and media if it is to succeed.

Methodology : 1. (Interview/Consultations, Baseline Measurement, Literature procured and reviewed for a particular state) The methodology involved Desk Review, Consultation with State officials responsible for IEC/BCC, Mission Directors (NHM), Development Partners in states, wherever available, district IEC officers of NHM, TALUKA IEC officers and State UNICEF officials including C4D Officers and Subject Specialists. The lists of people met and key documents reviewed are provided as annexures. 2. Steps followed included: Initial consultation with UNICEF and Secondary Review: Initial engagement with UNICEF clarified several important scoping issues. The secondary review informed the identification of the major study dimensions and sub-themes and the design of the Discussion Instrument. An initial presentation was also made to UNICEF. Submission of an Inception Report: The Inception Report, besides providing an overview of the assignment, presented the key observations, findings and issues from secondary reviews, identified major study dimensions and sub-themes and included the proposed Discussion Instrument. Field visit to two district - Banaskantha and Bhavnagar: These were undertaken to not only explore the key issues in these District but also to ensure that the approach to investigation in the remaining district was robust. The observations, issues, and findings from the two districts were presented in an Interim Report. The initial visits confirmed that the themes and sub-themes identified in the Inception Report provided a sound basis for the assessment and that the Discussion Instrument was adequate to address assignment objectives. Study Design and Sampling: A Descriptive, Observational and Interventional study will be conducted from the state division of IEC (information, education, communication) cell to the ASHA, FHW at PHC (public health center) level of the health system. Study Time: The study will be conducted for a period of 3 months from February 2018 to April 2018. Study Area a Location: The study is conducting at the various health centers (PHC, CHC) of Gujarat under National Health Mission. 3. Data Collection Procedure: Primary data was collected by -Interviews and discussion from: -State IEC officer at the state level -District CDHO, DPC, DIECO (District IEC officer) at the district level -FHW, ASHA, medical officers at CHC, PHC. -direct observation Secondary data -Previous studies by UNICEF and NHM. Data collection tool: Survey form (google survey form)

Findings : In a meeting of communication for development officer of UNICEF Gujarat with Mission Director, National Health Mission, the procedure of establishment of SBCC cell on the state, district and block level has been started. This cell will primarily focus on the implementation of strategic approaches of C4D.