The VU Centre of Communication for Development (VU CCD) was set up on the 73rd Independence Day, August 15, 2020, at the Department of Journalism and Mass Communication of the Vishwakarma University to train the students in Development Communication. This is the first Indian university to initiate teaching, research, and application of a new discipline of Empowerment Communication.
Our Commitment is to strengthen the role of communication in the development of society and redefine the contour of development bringing people to the center of the development process.
Students of the VU Department of Journalism and Mass Communication are encouraged to participate to work on success stories of the strugglers among the marginalized societies under the mentorship of our faculty. The students and the faculty produce success stories in
This is our way to offer the experience of internship to our students even before their academic classroom training is over.
These contents are uploaded on our website, www.vuccd.com and are made available free of cost to our stakeholders including the following:
For training in print, electronic, social media, and production of you tube stories and their permanent public display
In addition to the students’ smartphones for mobile production For training and production of films, documentaries, and videos.
VUCCD provides professional guidance and handholding to students on each project they undertake or wish to work on. For the same, a team of student editors and faculty mentors is in place.
Development defies precise definition and has been defined, discussed, and debated from different perspectives. It has been treated as a concept, approach, and ideal to achieve goals. As development cannot be fitted into a fixed rigid framework, so is development communication. Development journalism, development-oriented films, and documentaries, pictures are part of the development communication umbrella.
Communication scholars often use the two terms ‘development journalism’ and ‘development communication’ interchangeably. But Shelton Guarantee in a paper ‘Old Wine in a New Bottle: Public versus Developmental Journalism in the US has said,
Developmental Journalism has its roots in development communication which goes back to the work of agricultural extension carried out by large land grant state universities in the United States. Eventually, it developed into a coherent doctrine. Development communication emerged as a field of study during the post-World War II years when the countries of Asia, Africa, and Latin America were asserting their right to independence, self-reliance, and economic development. Its genesis is generally traced to the introduction and application of the agricultural extension also termed as extension education in most of the developing countries in the early 1960s.
Our effort is to research Indian and Asian concepts of development and communication during the new millennium.
International agencies including the World Bank and UNDP have introduced the concept of empowerment to evolve an actionable framework to help power relations. The concept of empowerment is being used in education, counseling, social work, and the economic sphere.
The majority of the development project proponents are insisting on the participatory approach. Participation is impossible without empowerment. The UNDP has emphasized that media can play a crucial role in empowering vulnerable and marginalized groups. This can best be achieved if the media support the empowerment of the group. Similarly, the media capacity development has enabled the media to better respond to and reflect the information and communication needs of these groups. This kind of media support can be called communication for empowerment.
In South Asian, Latin American and African perspectives empowerment journalism/ communication has to be redefined in the context of the socio-economic structure of the society. The role of media in empowering people and communicating empowerment has to be studied as a new research discipline.
This new branch of media studies is vital for communication/ journalism/ advertising and film students. Training in empowerment journalism/ communication opens opportunities in various sectors and gives an edge to students competing in the field of mass communication. Our aim is to conduct research and facilitate the dissemination of information on empowerment communication.
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