It's the Systems Model for Development Communication in the Philippines

Systems go for the sytems model.

The systems model of communication is most ideal mold with which we cast our development communication programs in the Philippine setting.

The systems model, in itself, is easily the most appropriate model as it is all-encompassing, considers all elements and players involved in and with the particular issue being addressed, and it rightly considers the dynamic nature of which/where the communication intervention will be introduced.

For instance, a major development concern in some coastal towns in my province Bohol is the issue on overfishing and/or illegal fishing. Systems model would assess the problem as a whole, and regard all sectors/stakeholders involved, related issues, root causes, socio-cultural and socio-economic situation in the concerned areas, etc. Talking with local residents would yield similar to totally different attitudes or perceptions on the issue than with the local officials as with neighboring communities. We consider not only the identity of the violators but also their socio-economic background as well as the sources of their illegal paraphernalia and the whole gamut of people connected to the chain from production to marketing to consumption.

And not only will the whole and its elements be considered in the assessment but with all the processes involved in the program – from planning, strategy development, to implementation up till evaluation and monitoring aspects.

And it well illustrates a process, a living, breathing system, as in development communication itself.