Lao Tzu once
said, “Silence is a source of great strength.” As I was trying to articulate my
understanding on the traditional and contemporary approach to Development
Communication models, one word came to mind. Listen. I believe that this simple word has a say to the past and
present approaches.
It is said that the traditional
approach requires a speaker and a receiver of information to complete the
cycle. Once the information has been given to the receiver, a feedback may or
may not be given, then the cycle starts again. But that does not mean that the
receiver is not given the opportunity to voice out or verbalize their opinion/s
before a development is implemented. Or even if it did, it would not be a major
part of the communication cycle.
The new communication, known as
the C4D, is also known as a people-centered communication model. This model
“promotes and elaborated on peoples own development communication aims and
needs.” Likewise, this model makes
certain that the people have a say, or has a major role on developmental issues
and concerns. What is good about this model is the role of the people on
development. And this is possible because everyone involved is required to listen before making any final actions.
Of course, most people (that
also includes me) that the modern models are much better for development. But there
are just times when people become too vocal that they become too persistent
they are capable of shutting down other voices in the circle. This may be
considered a major disadvantage since it has a tendency to create chaos, delay,
and even failure to the cause that is being proposed. And I think this is one
of the factors that cause failure in delivering development to some areas of
communication. It is truly a
disadvantage when the voice of the majority is being considered, but
personally, I think it is more of an individual responsibility to take it as a
lesson that when we are given a chance to be heard, we must repay it by
listening as well.
Ultimately, I can say that
whether a development communicator chooses the traditional or the modern communication
model, as long as he/ she would not forget to take a back seat, absorb, and
filter every information needed for the issue, then I can say the output or the
accomplishment is truly within reach, and which everyone involved can be truly
proud of.
