Understanding Woods Triangle of Development Support Communication
John L. Woods introduced the concept of Woods Triangle, emphasizing the interconnection between knowledge generators, political leaders, and development knowledge users. Development Support Communication, popularized by UNICEF and UNDP, plays a crucial role in linking various stakeholders involved in planned development activities. It focuses on integrating information seeking patterns of target audiences into the development planning process, facilitating effective communication vertically, horizontally, and bottom-upwards.
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Woods Triangle of Development Support Communication (Unit II) Paper: Development Communication Course: BJMC , Semester: II Institution: DSPMU, Ranchi Teacher s Name: Sumedha Chaudhury
WOODS TRIANGLE Knowledge Generator Political Leaders Intermediate Groups Development Knowledge Users
John L. Woods in 1976 conceived a triangular nexus with three points: Knowledge generators, political leaders and development knowledge users called Wood s Triangle. The role of Development Support Communication as per Woods is to link all three elements in the development linkage triangle along with all the intermediate user groups.
Woods emphasizes not only on pushing the information towards the target groups, but also on taking into account the information seeking pattern of the target audience and integrating them into the development planning process. The route of communication is not only vertical from top to bottom and bottom-upwards but also horizontal between the institutions and personnel connected with the process of development.
Development Support Communication was a concept popularized by the UNICEF and UNDP. It links all agencies involved in planned development work constituting the final delivery points and consumers of information such as policy planners, development administrators , political executives, subject specialists, field workers, opinion leaders, the researchers, beneficiaries and media representatives.
