Popular culture and development: A case study

Communications and development in the broadest sense of the terms are examined in relation to evaluation of the work of the Communication Foundation for Asia (CFA). CFA produces, in conjunction with public and private development agencies, flip-charts, comics, a fieldworker's handbook for use in family planning education, sound cassette magazines for agricultural extension work, booklets and sound-slides on forming cooperatives, and other educational materials. CFA operates in the Philippines. A developmental radio drama produced by CFA delivered a pro-development message, one that tells people they can do something about their conditions/situations, compared to the passive, consumer-oriented commercial radio drama. The most prominent theme was achievement. The characters had complex motivations and displayed wide range of motives. Like other forms of propaganda, developmental radio drama is not welcomed by radio station owners. Not many people in the industry perceive the opportunity for increasing overall development and economic growth. All pressures from commercial radio are in consumerist directions while developmental drama encourages production.