Identify the author who has defined development communication as leapfrogging centuries of under development:
(A) Nora Quebral
(B) Wilbur Schramm
(C) Daniel Lerner
(D) Everette M Rogers.
Correct Ans: (A)
Explanation:
Nora Quebral, a pioneering scholar, defined development communication as a means to leapfrog centuries of underdevelopment. She emphasized the role of media and communication in accelerating social progress, especially in developing nations.
Quebral introduced development communication (DevCom) in 1971, defining it as the planned use of communication to promote social and economic development. She believed that effective communication helps societies overcome poverty, illiteracy, and underdevelopment faster than traditional methods.
The other options in the question are incorrect:
- Wilbur Schramm focused on mass communication and media’s role in education.
- Daniel Lerner proposed the Modernization Theory, linking media exposure to societal progress.
- Everett Rogers developed the Diffusion of Innovation Theory, explaining how new ideas spread through communities.
Because of Quebral’s contributions, development communication became a recognized field, influencing policies in education, agriculture, health, and governance. Today, organizations like UNESCO and WHO apply DevCom strategies to drive positive change worldwide.
