AP3ID4-Principles of Communication Design for Development

Module Provider: School of Agriculture, Policy and Development
Number of credits: 10 [5 ECTS credits]
Level:6
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Dr Sarah Cardey
Email: s.p.cardey@reading.ac.uk

Type of module:

Summary module description:

Learn how to apply key principles of development communication in practice and how to identify and address key factors that influence the design of communication interventions, through a group design project and interaction with experienced professionals.

Aims:

The aim of the module is for students to understand how the design of communication interventions is influenced by the needs and situation of the intended users as well as by the technical capabilities and limitations of communication channels.

Assessable learning outcomes:

By the end of the module, students should be able to:

• Critically assess the processes used in designing print, radio, web-based and ICT material in development contexts


• Apply the concept of usability to the design of communication media in development


• Articulate a critical analysis of the use of communication media in different development contexts


• Present a reasoned case for the selection and use of communicatio n media and activities appropriate to a given audience, context and objectives


• Specify a design process for a given communication intervention.

Additional outcomes:

Students will enhance their skills in preparing and giving oral presentations. The module will also strengthen their teamwork and their ability to reflect critically on their own learning.

Outline content:

Understanding the "audience" for communication media

Use and usability of communication media

Design of communication strategies, media and activities: a generic model

Principles of print media design

Designing radio and television for development

Designing material for social mediaÌý

Global context:

This module focuses on the use of communication technologies and principles in developing countries. It uses case study material from sub-Saharan Africa, with a focus on understanding cultural and social diversity in communication.

Brief description of teaching and learning methods:

Teaching and learning methods will include lectures, reading assignments, formative tasks, group discussions and presentations, review of case studies, and a project to design complementary print and radio materials for a communication intervention. Discussion and feedback will take place through e-mail, as well as during class sessions. Visiting lecturers will contribute to the module.