Communication and Extension | Class 12 Home Science Notes
By ConceptScroll Team · Published on 17 July 2026 · 2 min read
Communication and Extension – this guide gives you a concise, exam-ready overview of Communication and Extension from Class 12 Home Science, written by ConceptScroll editors and reviewed against the latest NCERT textbook.
DEVELOPMENT COMMUNICATION AND JOURNALISM
Communication is integral to social and professional life, with mass media such as television, radio, and newspapers covering critical issues like health, environment, poverty, and consumption. Development Journalism is a social activity where journalists communicate community feelings and issues, supporting the people's right to opinion and expression—a cornerstone of democracy. The press is often called the fourth pillar of democracy due to its role in enabling people's participation. Development communication and journalism have evolved as indispensable tools for social change, characterized by conceptual flexibility. Development communication helps in socio-economic development by creating awareness about technologies and mobilizing people for societal betterment. It links government agencies, NGOs, and communities. Development Journalism emerged post-colonial era, focusing on positive stories of people adopting new technologies and methods, contrasting earlier colonial reporting focused on conflicts and disasters. Development Communication, coined by Nora Quebral in 1972, is the art and science of human communication used systematically to facilitate planned development of disadvantaged societies ensuring equity and individual potential. Its essential features include orientation towards socio-economic development, educating communities, combining mass media and interpersonal channels, and tailoring communication to audience characteristics and environment. It is a two-way process emphasizing dialogue, motivation, and consensus among participants, viewing people as capable problem-solvers needing assistance and resources. This section introduces outstanding examples of development communication initiatives in India and globally, highlighting the use of mass media and local participation to find sustainable solutions. Examples include campaigns addressing smoking, tuberculosis, HIV/AIDS, sanitation, immunization, safe childbirth, and consumer awareness such as 'Jago Grahak Jago'.
📊 Diagram: Figure 121370921
🔗 Connection: Introduces specific development communication initiatives such as the Red Ribbon Express.
Frequently asked questions
What is the primary goal of Communication and Extension Education in the context of India's development?
To create awareness, sensitize, educate, and empower communities for development
Which of the following best describes advocacy as used in Communication and Extension Education?
Supporting a social cause by building alliances and informing supporters
How do Sustainable Development Goals (SDGs) influence extension programmes in India?
SDGs provide a global framework adapted locally to address challenges like poverty alleviation, food security, health, sanitation, education, environmental conservation, and gender equity. Extension programmes align their goals with SDGs to promote inclusive development.
Explain the role of extension educators in development programmes.
Extension educators transfer critical information and new technologies to various stakeholders. They build skills and capacities among people working in government, NGOs, research institutes, and entrepreneurship to promote behaviour change and healthy practices.
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