DEVELOPMENT COMMUNICATION SOURCEBOOK: Broadening the Boundaries of Communication potx

DEVELOPMENT COMMUNICATION SOURCEBOOK Broadening the Boundaries of Communication Paolo Mefalopulos Development Communication Sourcebook [...]... Second, because of the recent shift in the development paradigm (that is, from one-way to two-way communication) and the related changes in the field of development communication, many communication practitioners are not entirely aware of the discipline’s rich theoretical body of knowledge and the wealth of its practical applications—which are growing in relevance for the development context The Sourcebook... overview of the field of development communication (also referred to as communication for development, ” development support communication, ” and more recently, communication for social change.”)5 The theoretical models related to this field of work and their implications are presented in more detail in module 2 The Dominant Paradigm: Modernization An understanding of the broadening role and practices of development. .. where communication would make a difference Any development intervention involves change of some kind, and as the manager of the Development Communication Division of the World Bank said, Development is about change and change cannot occur without communication. ”10 The limited understanding of communication as a way to disseminate, inform, and persuade fails to embrace the spirit of the new development. .. everyday communication skills and professional knowledge of communication, another blurred area, will also be discussed 1 1.1.1 Different Types of Communication A challenge for development communication experts is the lack of clarity, and at times the confusion, that many development managers display in their failure to differentiate among the various areas of communication, especially between this field of. .. two-way communication, when used from the onset of a development initiative, is not only a useful but also a necessary ingredient to enhance development initiatives and avoid the failures of the past, and (2) two-way communication should be applied professionally by specialists familiar with the rich body of knowledge and the diverse range of methods, techniques, and tools of development communication There... Unfortunately, the experts did not involve the farmers in the identification, assessment, and planning phases of the project This lack of proper communication at the initial stages generated suspicions in the farmers (the so-called beneficiaries) and led to misunderstandings and negative attitudes throughout implementation of the project The cause of these problems, and ultimately of the project failure, was the. .. addresses the interests of decision makers and managers of development initiatives, who are among those who can benefit the most by the appropriate use of such approaches Contents 1.1 What Communication? 1.1.1 Different Types of Communication 1.1.2 A Brief History of Development Communication 1.2 The Value-Added of Development Communication in Programs and Projects 1.2.1 Adopting Two-Way Communication. .. campaigns 1 The Opposing Paradigm: Dependency In the 1960s strong opposition to the modernization paradigm led to the emergence of an alternative theoretical model rooted in a political-economic perspective: the dependency theory The proponents of this school of thought criticized some of the core assumptions of the modernization paradigm mostly because it implicitly put the responsibility, and the blame,... study and others, such as corporate communication or mass communications The practical differences are often significant and are rooted not only in the rationale, functions, and applications of the different fields, but also in the theories 3 Development Communication Sourcebook behind those applications and the methods and techniques being used Furthermore, the operational implications of the emerging... failure, was the lack of two-way communication The end result was the opposite of what was expected—insecurity and frustration on the side of the farmers instead of increased confidence and a better quality of life, as shown in figure 1.1 (Anyaegbunam et al 2004) 10 MODULE 1: The Value-Added of Development Communication BOX 1.2 A Typology of Participation in Development Initiatives The table below illustrates . interested in broadening their knowledge of the theory and practice of development communication will become aware that the professional use of this discipline goes beyond the choice of the best channels. reflect the views of the Executive Directors of The World Bank or the govern- ments they represent. The World Bank does not guarantee the accuracy of the data included in this work. The boundaries, . 1. The Value-Added of Development Communication 1 1.1 What Communication? 3 1.2 The Value-Added of Development Communication in Programs and Projects 8 1.3 Ten Key Issues about (Development) Communication