The Institution
The College of Development Communication (CDC) is home to a vibrant community of learners and teachers, encompassing about 600 students and 30 faculty and research and extension staff. Its rigorous yet rewarding curriculum has set a trend and is now the template for similar degree programs offered by other academic institutions in the Philippines and other developing countries.
As a matter of fact, the College was named one of two CHED national centers of excellence in communication in 1999.
The ninth college established under the University of the Philippines Los Baños (UPLB), CDC’s relatively smaller population cultivates a close-knit family of individuals equipped with the knowledge, skills, and values to act as catalysts for social change. CDC conducts research on human development and on the processes, elements, and impacts of communication. The College likewise undertakes training, research, extension, and other development action projects. With its extensive network of partners, CDC takes pride in being recognized as the pioneer in the practice and study of development communication in the Asian region.
History
Although CDC became a full-fledged college only in 1998, its history spans half a centu
ry. In fact, its infancy dates back to the 1950s with the establishment of the Office of Extension and Publications under the then UP College of Agriculture. This unit would then be transformed into the Department of Agricultural Information and Communication in the 1960s. Development communication teaching, in particular, had its beginnings with the offering of the Major in Agricultural Communication under the BS Agriculture program. In 1965, the department embarked on higher education and offered MS Agricultural Communication which would eventually become the MS Development Communication program. Similarly, the original Department of Agricultural Information and Communication was renamed in 1974, and the Department of Development Communication came to be. The transition continued as the department was elevated into the Institute of Development Communication in 1987, and finally, as the College of Development Communication in 1998.
In more than five decades, CDC has metamorphosed from a mere service unit into the sole academic institution in the world that offers Bachelor of Science, Master of Science, and Doctor of Philosophy programs in Development Communication.
Mission and Vision
CDC is committed to nurturing the intellectual foundation of development communication as a scholarly and professional endeavor towards the betterment of the human condition in the Philippines and other developing countries.
Its raison d’etre is to serve as a globally relevant academic institution proactively promoting sustainable development using communication as a catalyst for attaining empowerment, equity, entrepreneurship, and environmentalism (4Es) in the pursuit of distinctive excellence in agriculture, biotechnology, and environment (ABE).
Values and Guiding Principles
In its endeavors, CDC consciously places a premium on the 4Es – empowerment, equity, entrepreneurship, and environmentalism.
Empowerment. Facilitating the use of communication in community and individual problem-solving and decision-making, raising social and political consciousness, and mobilizing people towards critical action.
Equity. Increasing people’s access to information and technology and hastening the redistribution of other resources to the poor through communication.
Entrepreneurship. Promoting entrepreneurial spirit and communicating strategic information for
agro-industrialization.
Environmentalism. Managing and sustaining the environment through information-education, advocacy, social mobilization, and community action.
Departments
Department of Development Broadcasting and Telecommunication
Contact:
(+63-49) 536-2433
(+63-49) 536-2511 local 215
The department will design and test innovative techniques and approaches in using radio and television as an educational medium, such as participatory broadcasting and interactive radio/TV.
Overview
Development broadcasting and telecommunication involves the use of radio, television and telecommunication for non-formal education purposes primarily to support planned social change in a developing country.
The intention is to promote human development consciously through these communication technologies to help people diagnose their problems and clarify their objectives so that they may be able to more wisely make their decisions and mobilize themselves for social action.
The focus will continue to be educational and development.
Mission
Create a dynamic and innovative alternative communication strategies, learning environment, technologies and opportunities that shall draw the full potentials of learners and practitioners of radio and television.
Vision
The Department of Development Broadcasting and Telecommunication shall be at the forefront of rapidly changing telecommunication and radio and television broadcast environment to provide education and training.
Department of Development Journalism
Contact: (+63-49) 536-2511 loc. 211
Overview
DevJourn major courses focus on reporting development news for print and electronic media. They are primarily trained in writing, editing and lay outing for newspapers and magazines, as well as in preparing other popular and technical publications.
However students are also equipped to deal with the changing media contexts and environment.
Classroom experiences further hone their skills in in-depth interpretative and investigative reporting of current development issues and events.
Mission
The Department of Development Journalism exists to:
• provide a training ground for development journalists who will uphold the ideas and standards of journalism instruction, research and extension; and
• promote ethical, systematic, and research - based development journalism
Department of Educational Communication
Contact:
(+63-49) 536-3697
(+63-49) 536-2511 loc. 231
Overview
Principles in this major field are integrated in teaching students to develop and utilize multimedia systems for formal and non-formal education.
They are acquainted with and they learn to utilize technologies like tutorial systems, simulation and gaming, computer-based learning/ instructional management and video production.
Indigenous media such as puppetry are also studied and developed to facilitate learning.
Department of Science Communication
Contact:
(+63-49) 536-2511 local 210
Overview
Science Communication is a distinct approach in communicating the use of science for develo
pment.
It focuses on communicating not only the content or product of science, technology being one of them, but also and more importantly the process of science.
This is envisioned to help its intended audience develop the ability to think critically given the right information that will help them make the right decision.
Vision
Majors are envisioned to constitute the critical mass of science communicators equipped with the ability to:
• communicate the content and the context of science and technology to diverse publics; and
• reflect critically upon and articulate contemporary issues in science and technology.
They are trained to optimize the convergence of information and communication technologies in the generation, management, exchange and use of scientific data, information and knowledge.
Objectives
(1) A Science Communication graduate must be able to demonstrate adequate grounding on the basic sciences;
(2) One must be able to reflect critically upon the articulate issues in science and technology;
(3) One must be equipped with the ability to communicate the content and process of science to diverse audiences, and
(4) One must know the information and technology as tools for communicating the process and content of science.
