Nora C. Quebral
Encyclopedia
Nora Cruz Quebral is a pioneering figure in the discipline of Development Communication
in Asia
and is often referred to as the "Mother of Development Communication" giving birth not only to an academic discipline but to a new crop of scholars in the field as well. Among her students were internationally known devcom educators and practitioners such as Felix Librero, Pedro Bueno, Antonio Moran, Alexander Flor
, Rex Navaro and Maria Celeste Cadiz. Her landmark 1971 paper entitled Development Communication in the Agricultural Context and her leadership of what was then the UP College of Agriculture's Department of Agricultural Communication, paved the way for academic programs in development communication at the University of the Philippines Los Baños (UPLB). That institution later became the UPLB College of Development Communication
(CDC), where Quebral still serves as Professor Emeritus
.
In three separate terms spanning 17 years, from 1966 to 1985, Quebral served as the chairperson of the various earlier incarnations of what later became the CDC, where her colleagues have fondly come to refer to her by her initials, "NCQ".
She now mostly serves as a consultant
, and founded the Nora C. Quebral Development Communication Centre, Inc., which "undertakes a wide variety of development communication projects in health communication, environmental communication and agricultural communication".
She recently received the first Hildegard Award for Women in Media and Communication last March 5, 2007.
Quebral has, time and again, redefined development communication over the years, rethinking its basic tenets and reorienting her definition to fit the evolving challenge of development. These revisions to her definition of the field have served as guides towards new directions for the numerous scholars and practitioners of the field.
While she first gave a definition for the development communication in 1971, her latest revision, presented in 2001, delineates the field as:
in English from the University of the Philippines
in 1950. She then earned her MS
in agricultural journalism at the University of Wisconsin–Madison
as US International Cooperation Agency and Philippine National Economic Council scholar in 1956-57, and then received her PhD
in communication at the University of Illinois as Rockefeller Foundation
scholar in 1963-66.
at the Claims Service of the US Army
. When she graduated in 1950, she served as a debate
stenographer
of the Labor Management Advisory Board.
In 1952, she became a copy editor
of the journal Philippine Agriculturist, starting her career in what was then the University of the Philippines College of Agriculture (UPCA).
In October 1954, UPCA put up the Office of Extension and Publications (UPCA-OEP); Quebral was one of its three Filipino staff members. The office was put up to so that the then 45-year old agriculture campus could add an extension component to its mission, in addition to instruction and research. This office became an academic department in 1960, and Quebral's academic career took full flight.
. Drawing from the works of Alan Chalkley, Wilbur Schramm
, and Daniel Lerner, among others, she coined a definition of the field outlining its basic theory and practice.
In that paper she noted that:
The UP College of Agriculture was declared an autonomous unit of the University of the Philippines system the following year, 1972, and was reborn as the University of the Philippines Los Baños (UPLB).
Quebral's department was renamed the Department of Development Communication the following year, 1973, and opened the Master of Science in Development Communication program — the Philippines' first academic degree program in Communication. The next year, UPLB's university council approved the Bachelor's Degree
program in Development Communication.
When the PhD program in Development Communication received approval in 1976, the DDC became the first in the world to offer degree courses in Development Communication at the undergraduate, masteral, and doctorate levels.
She also founded Development Communication in Xavier University - Ateneo de Cagayan in the late 60's.
She was later named Professor Emeritus at UPLB CDC, "enjoying serving as consultant and expert in development communication as the opportunities arise, and guiding and interacting with Development Communication scholars."
Development communication
Development Communication, has been alternatively defined as a type of marketing and public opinion research that is used specifically to develop effective communication or as the use of communication to promote social development...
in Asia
Asia
Asia is the world's largest and most populous continent, located primarily in the eastern and northern hemispheres. It covers 8.7% of the Earth's total surface area and with approximately 3.879 billion people, it hosts 60% of the world's current human population...
and is often referred to as the "Mother of Development Communication" giving birth not only to an academic discipline but to a new crop of scholars in the field as well. Among her students were internationally known devcom educators and practitioners such as Felix Librero, Pedro Bueno, Antonio Moran, Alexander Flor
Alexander Flor
Alexander G. Flor is a Filipino academic known for his transdisciplinary approach to communication and as a pioneer of the Los Baños school of development communication, contributing to the field's understanding and application of ethnovideography, distance learning, strategic communication,...
, Rex Navaro and Maria Celeste Cadiz. Her landmark 1971 paper entitled Development Communication in the Agricultural Context and her leadership of what was then the UP College of Agriculture's Department of Agricultural Communication, paved the way for academic programs in development communication at the University of the Philippines Los Baños (UPLB). That institution later became the UPLB College of Development Communication
UPLB College of Development Communication
The College of Development Communication is the ninth college established under the University of the Philippines Los Baños . It is recognized worldwide as a pioneer of Development Communication as an academic field. It offered the Philippines' first communication course in 1960, as a major...
(CDC), where Quebral still serves as Professor Emeritus
Emeritus
Emeritus is a post-positive adjective that is used to designate a retired professor, bishop, or other professional or as a title. The female equivalent emerita is also sometimes used.-History:...
.
In three separate terms spanning 17 years, from 1966 to 1985, Quebral served as the chairperson of the various earlier incarnations of what later became the CDC, where her colleagues have fondly come to refer to her by her initials, "NCQ".
She now mostly serves as a consultant
Consultant
A consultant is a professional who provides professional or expert advice in a particular area such as management, accountancy, the environment, entertainment, technology, law , human resources, marketing, emergency management, food production, medicine, finance, life management, economics, public...
, and founded the Nora C. Quebral Development Communication Centre, Inc., which "undertakes a wide variety of development communication projects in health communication, environmental communication and agricultural communication".
She recently received the first Hildegard Award for Women in Media and Communication last March 5, 2007.
Development Communication
The former dean of the UPLB College of Development Communication, noted that:Quebral has, time and again, redefined development communication over the years, rethinking its basic tenets and reorienting her definition to fit the evolving challenge of development. These revisions to her definition of the field have served as guides towards new directions for the numerous scholars and practitioners of the field.
While she first gave a definition for the development communication in 1971, her latest revision, presented in 2001, delineates the field as:
Educational background
Quebral graduated magna cum laude with a BABachelor of Arts
A Bachelor of Arts , from the Latin artium baccalaureus, is a bachelor's degree awarded for an undergraduate course or program in either the liberal arts, the sciences, or both...
in English from the University of the Philippines
University of the Philippines
The ' is the national university of the Philippines. Founded in 1908 through Act No...
in 1950. She then earned her MS
Master of Science
A Master of Science is a postgraduate academic master's degree awarded by universities in many countries. The degree is typically studied for in the sciences including the social sciences.-Brazil, Argentina and Uruguay:...
in agricultural journalism at the University of Wisconsin–Madison
University of Wisconsin–Madison
The University of Wisconsin–Madison is a public research university located in Madison, Wisconsin, United States. Founded in 1848, UW–Madison is the flagship campus of the University of Wisconsin System. It became a land-grant institution in 1866...
as US International Cooperation Agency and Philippine National Economic Council scholar in 1956-57, and then received her PhD
Doctor of Philosophy
Doctor of Philosophy, abbreviated as Ph.D., PhD, D.Phil., or DPhil , in English-speaking countries, is a postgraduate academic degree awarded by universities...
in communication at the University of Illinois as Rockefeller Foundation
Rockefeller Foundation
The Rockefeller Foundation is a prominent philanthropic organization and private foundation based at 420 Fifth Avenue, New York City. The preeminent institution established by the six-generation Rockefeller family, it was founded by John D. Rockefeller , along with his son John D. Rockefeller, Jr...
scholar in 1963-66.
Early career
While a student, Quebral worked as secretarySecretary
A secretary, or administrative assistant, is a person whose work consists of supporting management, including executives, using a variety of project management, communication & organizational skills. These functions may be entirely carried out to assist one other employee or may be for the benefit...
at the Claims Service of the US Army
United States Army
The United States Army is the main branch of the United States Armed Forces responsible for land-based military operations. It is the largest and oldest established branch of the U.S. military, and is one of seven U.S. uniformed services...
. When she graduated in 1950, she served as a debate
Debate
Debate or debating is a method of interactive and representational argument. Debate is a broader form of argument than logical argument, which only examines consistency from axiom, and factual argument, which only examines what is or isn't the case or rhetoric which is a technique of persuasion...
stenographer
Shorthand
Shorthand is an abbreviated symbolic writing method that increases speed or brevity of writing as compared to a normal method of writing a language. The process of writing in shorthand is called stenography, from the Greek stenos and graphē or graphie...
of the Labor Management Advisory Board.
In 1952, she became a copy editor
Copy editing
Copy editing is the work that an editor does to improve the formatting, style, and accuracy of text. Unlike general editing, copy editing might not involve changing the substance of the text. Copy refers to written or typewritten text for typesetting, printing, or publication...
of the journal Philippine Agriculturist, starting her career in what was then the University of the Philippines College of Agriculture (UPCA).
In October 1954, UPCA put up the Office of Extension and Publications (UPCA-OEP); Quebral was one of its three Filipino staff members. The office was put up to so that the then 45-year old agriculture campus could add an extension component to its mission, in addition to instruction and research. This office became an academic department in 1960, and Quebral's academic career took full flight.
Pioneering the field of Development Communication
In 1971 she delivered her paper Development Communication in the Agricultural Context at a UPCA symposium in honor of its outgoing dean, Dioscoro L. UmaliDioscoro L. Umali
Dioscoro L. Umali was a National Scientist of the Philippines and is known as "the Father of Philippine Plant Breeding." He was awarded several international honors and distinctions for his outstanding achievements and improvements of rice, corn and other economic plants...
. Drawing from the works of Alan Chalkley, Wilbur Schramm
Wilbur Schramm
Wilbur Lang Schramm is sometimes called the "father of communication studies," and had a great influence on the development of communication research in the United States, and the establishing of departments of communication studies in US universities.Schramm was born in Marietta, Ohio...
, and Daniel Lerner, among others, she coined a definition of the field outlining its basic theory and practice.
In that paper she noted that:
The UP College of Agriculture was declared an autonomous unit of the University of the Philippines system the following year, 1972, and was reborn as the University of the Philippines Los Baños (UPLB).
Quebral's department was renamed the Department of Development Communication the following year, 1973, and opened the Master of Science in Development Communication program — the Philippines' first academic degree program in Communication. The next year, UPLB's university council approved the Bachelor's Degree
Bachelor's degree
A bachelor's degree is usually an academic degree awarded for an undergraduate course or major that generally lasts for three or four years, but can range anywhere from two to six years depending on the region of the world...
program in Development Communication.
When the PhD program in Development Communication received approval in 1976, the DDC became the first in the world to offer degree courses in Development Communication at the undergraduate, masteral, and doctorate levels.
She also founded Development Communication in Xavier University - Ateneo de Cagayan in the late 60's.
Retirement
The DDC was elevated into the Institute of Development Communication in 1987 and Quebral decided to take an early retirement the following year, after 28 years in the academe. She set up the Nora C. Quebral Development Communication Center, Inc. (NCQDCCI) and devoted more time to professional practice and research.She was later named Professor Emeritus at UPLB CDC, "enjoying serving as consultant and expert in development communication as the opportunities arise, and guiding and interacting with Development Communication scholars."
See also
- Development communicationDevelopment communicationDevelopment Communication, has been alternatively defined as a type of marketing and public opinion research that is used specifically to develop effective communication or as the use of communication to promote social development...
- Information and Communication Technologies for DevelopmentInformation and Communication Technologies for DevelopmentInformation and Communication Technologies for Development is a general term referring to the application of Information and Communication Technologies within the fields of socioeconomic development, international development and human rights...
- Information and Communication for Development (ICD)