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This profile was last updated on 1/16/12  and contains information from public web pages.

Nora C. Quebral

Wrong Nora C. Quebral?

Professor Emeritus of Development...

College of Development Communication

Employment History

  • Founder and President
    Nora C. Quebral Development Communication Center , Inc.
  • Copy Editor
    UP College of Agriculture
  • One of the Pioneer Gurus of Development Communication
    Everett Rogers
  • Communication for Sustainable Social Change


  • BA , English
    UP Diliman
  • PhD , communications
    University of Illinois
  • MS , agricultural journalism
    University of Wisconsin
11 Total References
Web References
Fellows | Communication for Sustainable Social Change, 16 Jan 2012 [cached]
Nora C. Quebral (PhD) is professor emeritus of development communication at the College of Development Communication, University of the Philippines (UP) Los Banos; independent consultant in development communication; and founding president of the Nora C. Quebral Development Communication Center, Inc. She has a PhD in communications from the University of Illinois, an MS in agricultural journalism from the University of Wisconsin and a BA in English, magna cum laude, from UP Diliman. She started work at the UP College of Agriculture in Los Banos as copy editor and was periodically officer-in-charge and chair of the Department of Agricultural/Development Communication through its various metamorphoses into a college.
Asian Institute for Development Communication (AidCom), 1 June 2010 [cached]
Professor Nora C Quebral is one of the pioneer Gurus of development communication in line with the late Everett Rogers and others. Nowadays, it is not always common to come across her contribution to development communication. We are honoured to publish her latest on devcom in this issue. We are confident that readers will enjoy her article.
Involving the Community, 15 Dec 2010 [cached]
Nora Quebral
As for the expression "development communication", according to the Clearinghouse for Development Communication, it was apparently first used in the Philippines in the 1970s by Professor Nora Quebral to designate the processes for transmitting and communicating new knowledge related to rural environments.
MAZI Articles - CFSC Pioneer: A Conversation With Nora Quebral by Cel Cadiz - Communication for Social Change Consortium (CFSC Consortium), 16 July 2006 [cached]
"The Bottom Line is: We Are After Human Development": Nora Cruz Quebral and The Evolution of Development Communication
December 9-10, 1971 marked the emergence of development communication (devcom) as a concept that planted the seed for its academic discipline and programmes at the University of the Philippines Los Baños (UPLB). This was the occasion when Nora Cruz Quebral first publicly presented her ideas on devcomm in a paper titled "Development Communication in the Agricultural Context," which she delivered in a symposium honouring the outgoing dean of the College of Agriculture. (Quebral later published the paper as "Development Communication" in Solidarity, 1972. It was reprinted as "What Do We Mean by "˜Development Communication?" in International Development Review, 1973-1972, and with its original title and a new foreword in the Asian Journal of Communication, 2006. It is also included in the upcoming CFSC Anthology: Historical and Contemporary Readings, 2006.)
The occasion also marked Quebral's emergence as devcom doyenne this side of the globe""and she was and still is the graceful, poised NCQ as we more commonly call her. She is also a sharp, critical thinker and writer par excellence. Today, Quebral is professor emeritus and acknowledged pioneer of the development communication discipline at UPLB.
In 1971, when she delivered her landmark 1971 paper on devcom, NCQ was then chair of the department of agricultural communication at the then University of the Philippines College of Agriculture (UPCA, later the lead unit of UPLB). The department was renamed "development communication" three years later, alongside the approval of the B.S. in development communication (BSDC) degree at UPLB.
Perhaps it would be enlightening to first know who Nora Cruz Quebral is: NCQ is the eldest of six children, the independent daughter of an elementary school English teacher. Noting her academic abilities, her father would ask her to help correct his students' papers. This, she confides, helps explain her admitted aversion to teaching formal courses, though she always preferred being out in the field trying out devcom concepts. In fact, her next book will focus on devcom as practice. She opted for early retirement from the University in 1988.
When schools closed at the beginning of the Second World War, three months before NCQ would have graduated from high school, she learned stenography and typing and started working as a secretary. She continued being self-reliant as a working student during part of her college years. In 1952, two years after she earned her bachelor's in English (graduating magna cum laude) UPCA recruited the young woman to its rural campus to be copy editor of its Journal of Philippine Agriculturist.
In addition, Quebral acknowledges the support and encouragement of Gloria Feliciano, Jan Servaes, Luis Ramiro Beltran, among others.
Roles: International Development Research Centre, 7 Jan 2010 [cached]
As for the expression "development communication," according to the Clearinghouse for Development Communication, it was apparently first used in the Philippines in the 1970s by Professor Nora Quebral to designate the processes for transmitting and communicating new knowledge related to rural environments.
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