Center for Development Education and Communication

CEDEC: DEVELOPING EXCELLENCE IN MEDIA EDUCATION 

“Education is a process of living through a continuous reconstruction of experiences. It is the development of all those capacities in the individual which will enable him to control his environment and fulfill his philosophy”

– John Dewey

A PROLOGUE:

Centre of Development Education and Communication (CEDEC) is an autonomous, non-profit making, non-political and secular non-government organization functioning at Bhubaneswar. It is a registered society under the Society Registration Act (No-XVI of 1960) way back in December 1984 at Bhubaneswar vide, Regd. No. 598-158, dated 12.12.1984. Its field of operation covers the entire state. It operates keeping in view the objectives of Directive Principles of State Policy (DPSP) enshrined in the Indian Constitution. The objectives intend to emancipate the socially and economically weaker section of the people living in the country. There is no doubt that both the state Govt. and Central Govt. are working for these people by extending assistance for economic and social justice through various plans and projects. But efforts of Govt. alone cannot bring the possible desired changes in the socio-economic order of the society. Therefore, non-govt. organizations play a major role to supplement the efforts of the govt. in translating the policies, plans and programmes for these neglected and marginalized sections of people. In this contest only CEDEC plays its effective role with its best capacity to extend benefits to the grassroot beneficiaries for their upliftment.

The Goal:

The ultimate goal of the CEDEC is to empower the indigenous people. They constitute the SC and ST communities who from the part of Fourth World. These undeveloped communities want to establish their identity with their human and civil rights. However, they also want to integrate themselves with the mainstream without sacrificing their cultural and social values. Therefore, the goals of CEDEC are directed towards  involving these communities and their genius to enrich their quality of life in particular and the qualities of the nation in general through education and communication.

The Strategy:

Major activities of CEDEC are oriented towards development of Scheduled Castes and Scheduled Tribes and the others groups of socially and educationally deprived sections of the society. Therefore, social and grassroot communication as a strategy for the developing the people under focus has been adopted by the organization. So the interactive, two-way, and participatory social communication has been designed dynamically, to initiate and facilitate different types of development programmes. The CEDEC College named after the Society has the same strategy and style of functioning in the day to day matters.

DEVELOPING CONVERGENT MEDIA

          CEDEC strives to provide innovative models of development for the least developed communities like Scheduled Tribe and Scheduled Castes who are struggling to establish their civic right and dignified identity. It attempts to enrich their lives with quality input so that they can integrate with the mainstream of social and national development.

The innovative model of development which have been referred to above cannot be explained clearly and translated into reality without the support of communication. In fact Development Education and Communication are inalienable and mutually inclusive components of policies and programmes of development. CEDEC is essentially involved in the development of SC and ST and other socially, economically and educationally un-developed sections of the society and towards that end Developmental Communication is an appropriate strategy for empowering, uplifting and emancipating the targeted people. Means are always important than the ends. Hence, the methods and means of communication in CEDEC are interactive, participatory and dynamically designed to initiate, facilitate and catalyse the development programmes planned and implemented for them.

Department of Social Communication

Professional training improves knowledge, efficiency and skills in better perception, co-ordination and communication. Improved skills in communication leads to better transmission, lesser distortion and ultimately to effective performance. Development itself has become highly professionalised. The professional needs of development, therefore, have to be fulfilled by a professional communicator. Hence CEDEC has decided to launch a Post-Graduate Course on Social Communication in 1994 affiliated to Utkal University and brings about professionalism in communication at all levels of development. The centre admits candidates who have graduated in Humanities, Science, Commerce or Social Work to the course and awards on Social Communication and Journalism, a Master’s Degree, after successful completion of two years.

In order to give a professional or para-professional orientation to the Grassroot Barefoot Communicators, a separate certificate course has been designed. The training runs for a period of six months part time and will consists of periodic refreshers’ courses.

The Department of Social Communication redefines society as a people in communication. With this focus in mind the Department has been teaching social communication for the last two decades. For us, in the Institute, communication has as many as 10 elements. These are (1) knowing the content and purpose of the message, (2) visualising the recipient of the message, (3) selecting and prioritising the ideas which comprise the message, (4) getting all the facts together to back up the ideas, (5) organizing the ideas in the most effective order, (6) pre-testing and revising the ideas, wherever needed, (7) transmitting the ideas through a proper medium, and in a proper format, (8) helping the recipients to examine the ideas according to their own analytical tools, (9) conceptualising and formatting the ideas for action in their own situation and (10) actual implementation of the ideas and re-transmission of the ideas to the sender on a feedback loop, a recycling of the processed deductions for dissemination to a larger audience and finally, evaluation of the impact of the concluded communication model on human or social development.

CEDEC in collaboration with NISWASS intends to:

  •   Promote better understanding and appreciation of the culture as well as socio-economic and political reality of the Fourth World.
  •   Initiate a serious debate among intellectuals political leaders, administrators and social activists with regard to rigour of life and living conditions in the Fourth World.
  •   Analyse and discern the factors that facilitate or hinder the process of development in the Fourth World.
  •   Report the efforts made world-wide towards mitigating all difficulties and disabilities of the people of the Fourth World.
  •   Encourage introspection by the Fourth World intellectuals and social activists.

VARTA: AN INNOVATIVE WALL MAGAZINE

The Varta is a wall magazine which is entirely designed and brought out by Masters in Social Communication (MSC) students every year. It is an opportunity for them to show their talents and writing skills. They report on socially relevant issues. Therefore, it encourages them to inculcate their professional skills and excel in their future profession. It is usually released on the Republic Day

Continuation of Programmes and Activities:

l      The CEDEC under which the Chair is functioning has a large network of good community NGOs. These NGOs address many areas of social concern and community problems. They all will continue to be activated and CEDEC will form an alliance with them.

l      The Chair, thus helps to increase skills with regard to participatory communication. It facilitates collective action and ultimately it will build a society based on self-reliance and self-determination. This action will lead to change, participation and empowerment.

Collaboration with Multi-Media Centre of NISWASS

The Extension activities of EMRC include organizing regular workshops and seminars to train the interested faculty of all the universities in the state in TV presentation skills, development of television and e-content scripts etc. and to provide internship programmes to post-graduate students of mass communication from across the state of Odisha.

EMRC will soon start a full time master’s programme of M.Sc in Electronic Media. The well trained faculties of EMRC are media professionals of long-standing experience with National awards to their credit. Their expertise in the field of television production, both Tele-films and Documentaries and teaching in Multimedia will help the students gain firsthand experience in Media and Multimedia Productions. Eminent scholars in Electronic Media from across the country will be associated as visiting faculty.

The epilogue

Life is one big road with lots of sings. So when you are riding through the ruts, don’t complicate your mind. flee from hate, mischief, and Jealousy. Don’t bury your thoughts; put your vision to reality. wake up and live!

– Bob Marley   

In the light of the above statement made by the noted author, the sincere efforts being made in CEDEC since its inception has met with success resulting in the convergent media, the different elements of which have been described in this report. This implies that no hard work and sincere labour would go unrewarded. It is, thus, heartening to note that CEDEC has been able to present to the State a number of trained young rural reporters belonging specially to the weaker sections of the society in the state, who will stand empowered on par with others in the media world. Empowerment is a post modern term which resonates its meaning in the context of looking at power as the basis of social and personal achievements in a society. The weaker sections today are structurally and socially disempowered and have become victims of discrimination and exploitation. The knowledge of media in general and access to the appropriate medium in particular, combined with a mastery in the arts and sciences in the convergent media is expected to transform the people of our focus. Knowledge is power and in that sense, it is also liberative and emancipatory. In a word, convergent media education will certainly usher in a transformative society, where there will be an equal relationship of mutuality and reciprocity between the oppressors and the oppressed, the high and the low as well as the upper and the lower castes.

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