Rashid wrote, ‘’Dreams are for sale, get your dream’’, and the readers were mesmerized. The poet received great praise for his work and continues to do so. His poetry may be chaotic in structure, but even a communication expert who reads it still feels a connection to it. He noted that if a seller can sell, even “dreams” can be sold. A similar sentiment is expressed in Khalil ur Rehman Qamar’s poetry, where the secrets of selling thoughts and memories are revealed.
Do not misunderstand my fame, my image, my honors
Never think of me as a small-time writer
I’ve become a businessman, a small-time trader
That meagre price I used to sell for years
Was the trade of your sorrows
Your eyes, your tears, your desires
Are all displayed on these shelves that I have sold
When you are gone, I sell the conversations
And if there is a need, I sell the memories
Once you master the art of reaching out and convincing others, you can change everything. Changing one’s mindset is the most successful formula in the world. Those who excel in this art of persuasion are so powerful that they can achieve anything. The poet Mahmood Sarosh writes, “I sell mirrors in the city of the blind”. The language transcends barriers, informed by the science of propaganda. People change in imperceptible ways.
Their thinking evolves to the point where they no longer hold the same theories about women’s education as they once did.
Their inclusion in politics is not marked by empty rhetoric. They view voting as a national duty. They are not ignorant about family planning before marriage. They believe in the positive use of technology for social progress. Rather than cutting ties, they strive to solve issues. They have more faith in logic than in their own ego, so one will find Development Communication experts working alongside psychologists. Their message permeates the airwaves.
Words are mere vessels; their meanings fill societies. And then the language emerges, diverse and culturally colorful. The languages of the four provinces of Pakistan are distinct. While Kashmir has its own language, Urdu unites everyone under its umbrella. Communication is key to both communicating existence and fulfilling the need for it. It brings people together, establishes, and blossoms. Communication, the vehicle of propagating life, is also its necessity. It is through communication that society comes into existence, shapes itself, and flourishes. Communication, i.e. Media, plays a role in transforming every soul and is vital to the progress of any society.
From birth to death, from words to gestures, everything falls under the realm of communication. People who master the language can convey their message effectively. These individuals are called experts in communication. During the age of print media, writers were also journalists. The language of journalism was also the language of literature. Reading and understanding articles was a bit challenging for less educated individuals. With time, the promotion and dissemination of messages in simple and colloquial language became necessary. Language, adapted to the masses, is the hallmark of communication.
It was introduced into existence so beautifully that everyone, from primary schoolchildren to PhD holders, could read the leading newspapers without difficulty. Successful journalistic media facilitates the people. From 18 to 28 pages, newspapers turned into tabloids, then radio provided an easy-listening option, and TV added viewing. Digital media later freed viewers and listeners from the constraints of time and space. The late-night news bulletin can now be listened to past midnight. It can also be stored securely without the need for large equipment – everything is within the reach of your mobile.
Initially, media was used primarily for business purposes. Through it, businesses influenced people’s minds, promoted their products, conveyed how to use them, enumerated benefits, and started experimentation that later became habitual. Thus, media has boosted business.
After the industrial revolution, particularly when machines began running twenty-four hours, it was necessary to divert people’s lifestyles. They were compelled to use industrial-made items and feel proud of it. The concept of brands was popularized, competitions started, and public image considerations emerged.
As a result, the capitalists’ pockets began to prosper, and curtains began to rise. Communication specialists scrutinized how, if items could be sold through media messages, ideas could infiltrate a community. Consequently, disguised messages were designed with careful consideration to deliver a significant impact once disseminated. The people who devised these messages and the journals in which these messages appeared were known as ‘Development Journals.’ Individuals actively participating in the betterment and development of a society, making efforts for changing viewpoints, are dubbed Development Communication specialists.
Initially, it was assumed anyone could do this job, but with time, it was recognized as a science. Degrees and specializations in Development Communication were established. The need for experts in Development Communication is most apparent in progressive countries.
Where people absolutely need to be uplifted from outdated beliefs and thoughts. Without this, any investment or infrastructure built will result in destruction. The importance of mindset shaping cannot be underestimated. Positive mindset is crucial for life, for even if a wealthy person acquires immense wealth, they will likely purchase a weapon and boast about it. On the other hand, when people are educated through Development campaigns on the best use of funds, they will start working for the promotion of education in their regions with the same funding.
Punjab University, a prominent university in Pakistan, has established a separate department called Development Communication, led by Dr. Ayesha Ashfaq, who has not only received education from esteemed institutions in both the East and West but also imparted knowledge.
Members of their team such as Dr. Shazia Taur and Dr. Madeeha Maqsood are experts in communication who have a good understanding of modern communication tools and psychology. The Department of Development Communication at Punjab University regularly hosts workshops and seminars that bridge the divide between academia and practical fields.
Experts share their experiences and students ask questions based on their curiosity. Recently, a competition was held for writing blogs and creating videos on the impact of environmental changes on the youth’s behavior. A seminar was also conducted at the Hamid Nizami Hall on cyber laws and the creation of safe cyber spaces for women. Additionally, a workshop was held on Media and Information Literacy in the digital world in collaboration with Punjab’s Urban Unit Planning and Development Department.
To enhance understanding and skills in students’ research, a two-day A.P.S workshop was also conducted. The Department of Development Communication at Punjab University is on the path to producing experts who will become knowledgeable about real societal transformation. The recent general elections are a testament to the ease with which digital media has made it possible to reach every home and child.
The condition is that this message must be made interesting. It should be written, narrated, set to music, visualized with graphics, and videos in such a way that it captivates the audience, reaches their ears and soothes their eyes. It must blend the messages so well that it enters the ears, eyes, and minds. Such amalgamated views will be effective and the message will reach out. Singing songs about political leaders, their popularity, and effects, are a case study for Development Communication specialists. Punjab University has provided facilities for these experts, where they can think and create.