Development communication how is it used by international ngos in vietnam exploratory research into the cases of oxfam and snv m a

Hanze University Groningen Development Communication: How is it used by international NGOs in Vietnam? – Exploratory research into the cases of Oxfam and SNV Student name: Student ID: Supervisor: Nguyen Thi Thao Nhan 362274 Dr Hope Webber A dissertation submitted in partial fulfilment for the degree of Master of Arts in International Communication May 2012 Statement of Originality and Authenticity SCHOOL OF COMMUNICATION AND MEDIA Postgraduate Scheme Course: MA International Communication Statement of Originality and Authenticity This dissertation is an original and authentic piece of work by myself I have fully acknowledged and referenced all material incorporated from secondary sources It has not, in whole or part, been presented elsewhere for assessment I have read the Examination Regulations and I am aware of the potential consequences of any breach of them Signature: Name: Nguyen Thi Thao Nhan Date: 22 May 2012 Nguyen Thi Thao Nhan| DevComm used by INGOs Abbreviations and Acronyms ADB Asian Development Bank AEC Agriculture Extension Centre AECID Spanish Agency for International Development Cooperation AKAB Awareness – Knowledge – Attitude – Behaviour ASEAN Association of Southeast Asian Nations AusAID Australian Agency for International Development BCC Behaviour Change Communication BDU Business Development Unit BMU Safety Germany’s Federal Ministry for Environment, Nature Conservation and Nuclear CBA Communication-Based Assessment CBDRM Community-Based Disaster Risk Management CBO Communication-Based Organisation CCA Climate Change Adaptation CCI Climate Change Insurance CDI Centre for Development and Integration CFSC Communication for Social Change CLTS Community-Led Total Sanitation CNA Communication Needs Assessment Nguyen Thi Thao Nhan| DevComm used by INGOs CORDAID Catholic Organisation for Relief and Development Aid CPM Centre for Preventive Medicine CSO Civil Society Organisation CSR Corporate Social Responsibility DARD Department of Agriculture and Rural Development DGIS Dutch Ministry of Foreign Affairs DevComm Development Communication DMC Disaster Management Centre DPM Disaster Preparation and Mitigation EU European Union FAO Food and Agriculture Organisation FLAIR Farmer-Led Agricultural Innovation for Resilience FU Farmers’ Union HQ Headquarters HR Human Resources IBLF International Business Leaders Forum IEC Information – Education – Communication INGO International non-governmental organisation Nguyen Thi Thao Nhan| DevComm used by INGOs IPSARD Institute of Policy and Strategy in Agriculture and Rural Development LCB Local Capacity Builder MARD Ministry of Agriculture and Rural Development MDG Millennium Development Goal ME Monitoring and Evaluation MNC Multinational Corporation MONRE Ministry of Natural Resources and Environment NGO Non-governmental organisation NPO Non profit organisation ODA Official Development Assistance OECD Organisation for Economic Co-operation and Development PACCOM People's Aid Coordinating Committee PAR Participatory Action Research RE Renewable Energy REDD+ Reducing Emissions from Deforestation and Forest Degradation PES Payments for Environmental Services PME Participatory Monitoring and Evaluation PPC People’s Committee PPD Plant Protection Department PPSD Plant Protection Sub-Department Nguyen Thi Thao Nhan| DevComm used by INGOs PPST Pro-poor Sustainable Tourism PR Public Relations PRA Participatory Rural Appraisal PVCA Participatory Vulnerability and Capacity Assessment SCR Save the Children SEDP Socio-Economic Development Planning SMS Singe Management Structure SNS Social Networking Site SNV Netherlands Development Organisation SRD Sustainable Rural Development SRI System of Rice Intensification SSA Small-Scale Agriculture TV Television UN United Nations UNDP United Nations Development Programme UNEP United Nations Environment Programme UNICIEP United Nations International Children's Emergency Fund USAID United States Agency for International Development USP Unique Selling Point VANGOCA Vietnam–Australia NGO Cooperation Agreements VND Vietnamese Dong VNGO Vietnam’s Non-governmental Organisation Nguyen Thi Thao Nhan| DevComm used by INGOs VO Voluntary Organisation VUFO Vietnam Union of Friendship Organisations WASH Water, Sanitation and Hygiene WHO World Health Organisation WU Women’s Union WW2 World War Two Nguyen Thi Thao Nhan| DevComm used by INGOs Abstract This dissertation involves three key concepts: Development, Non-governmental organisations (NGOs) and Development Communication (DevComm) Regarding knowledge gaps, there has not been any research paper which has carefully and systematically examined DevComm done by NGOs before Existing literature on the key concepts and relevant issues has missed the links between DevComm and NGOs in the Vietnamese context Covering all of these issues, the dissertation therefore fills in the gaps Specifically, the dissertation aims to explore the ways international NGOs (INGOs) use DevComm, and to explain the differences in their employment of DevComm, in Vietnam To be clear, it examines if INGOs have used DevComm’s elements (modes, models, approaches, tools, for example) in Vietnam, and if their communication activities in the country reflect DevComm’s features It also examines if different INGOs operating in Vietnam have employed DevComm differently, and if the differences in their communication are due to the differences in organisational and management factors – such as types, roles, specialisations, and financial resources In terms of methodology, the dissertation employs case study approach and examines Oxfam and the Netherlands Development Organisation (SNV) – the two leading INGOs working in Vietnam Ten projects run by these two INGOs were selected Methods used to collect data include documentary analysis, interview and participant observation Specifically, participant observation took place during the researcher’s three-month internship at SNV Vietnam in 2011 Two series of interviews were conducted in two different periods: from August to October 2011 and from April to May 2012 Documents analysed are categorised into published and unpublished documents The published documents include websites, brochures, leaflets, reports, and manuals Project proposals and project briefs are examples of the unpublished documents Data collected reveal Oxfam and SNV have known the concept of DevComm, and they have also employed DevComm in Vietnam Specifically, their communication has used DevComm’s core elements such as modes, approaches, tactics, and tools DevComm’s principles are also detected in their communication as it is dialogic, participatory, inclusive and contextual Interestingly, Oxfam and SNV have employed DevComm differently The differences are indicated by the tools and tactics they have used Specifically, Oxfam has been proven to be better than SNV in using electronic media and media relations In terms of tactics, Oxfam has extensively used advocacy, whereas SNV has been in favour of social marketing Identified reasons for these differences are the differences in their financial resources, specialisations and organisational structures The first paper to explore NGOs’ employment of DevComm in the Vietnamese context, this study is useful for both academic and practical use Academically, it fills in the knowledge gaps of NGOs and Communication thereby being a reference material for those who are interested in these fields, such as lecturers, researchers and students Practically, as giving insights into NGO work, it is useful for everyone involved in development sector such as donors, development practitioners and communication professionals However, this study examines only two INGOs and their ten projects Although being suitable for a Master’s dissertation, this sample is not large enough to represent the whole community of 900 INGOs in Vietnam A larger-scale research on the same topic is therefore needed A research that aims to measure DevComm’s contribution to the success of development work in Vietnam is also desired Nguyen Thi Thao Nhan| DevComm used by INGOs Acknowledgements Finally, I am reaching the Finishing Line of a marathon that I will never forget To me, writing a dissertation has been an academic journey which has given me valuable lessons and experience It is a journey that has had its own ups and downs Finishing it marks a turning point in my life Although the journey has officially lasted four months – from January to May 2012 – during which I have been working extensively, its final product – the dissertation report – has resulted from my study and work experience for over a year since the submission of the first proposal in April 2011 During this journey, I have been supported by a number of individuals and organisations to which I am deeply grateful Firstly, they are Leeds Metropolitan University and Hanze University Groningen – the two universities where I have obtained knowledge and experience which have inspired and nurtured my interests in NGOs and DevComm There, I have also received constructive feedback and useful advice from my two supervisors, Gerard Choo and Hope Webber There, my learning skills, self-care skills and English have been improved thanks to the tutors of Skills for Learning workshops, the counsellors of Counselling Service and the language adviser in the Language Resources Area at Leeds Metropolitan University Secondly, Oxfam and SNV – the two leading INGOs in Vietnam – also deserve my expression of gratitude I am thankful to them for two reasons First, they both participated in my research as two case studies Without the information provided by their enthusiastic staff, my dissertation would not have been completed Second, SNV Vietnam is where I had my three-month internship and gained insights into NGO work for the first time Similarly, getting involved with Oxfam North of England by volunteering for its bookshop and participating in its events has also helped the writing of my dissertation In addition to Oxfam and SNV, I would also like to acknowledge Save the Children, CARE International, Vietnam Union of Friendship Organisations and The People's Aid Coordinating Committee for helping me to better understand the INGO community in Vietnam Another organisation which deserves my thanks is Vietnam International Education Development, a department of Vietnam Ministry of Education and Training, which has financially sponsored my study in Europe Importantly, I am truly indebted to my beloved family, friends and colleagues who have always been beside me during my two-year study period abroad Nguyen Thi Thao Nhan| DevComm used by INGOs Table of Contents Statement of Originality and Authenticity Abbreviations and Acronyms Abstract Acknowledgements Table of Contents List of Tables 12 Chapter 1: INTRODUCTION 13 1.1 Context 13 1.1.1 NGOs 13 1.1.2 DevComm 14 1.2 Knowledge gaps 14 1.2.1 NGOs gap 14 1.2.2 DevComm gap 15 1.2.3 Context gap 15 1.3 Research aims and research questions 15 1.4 Significance of the research 16 1.5 Structure of the dissertation 17 Summary 17 Chapter 2: LITERATURE REVIEW 18 2.1 Development industry 18 2.1.1 Contemporary context 18 2.1.2 Three paradigms 20 2.2 NGOs 22 2.2.1 Definitions 22 2.2.2 Diversity 23 2.2.3 Strengths and weaknesses 23 2.2.4 Roles and general activities 25 Nguyen Thi Thao Nhan| DevComm used by INGOs Element Stakeholder engagement Questions What you to engage your stakeholders? Stakeholder group Answers Notes Activities Please describe activities you to engage each stakeholder group Governments Donors Businesses Civil society organisations Local people Others Stakeholders’ participation How are the problems identified? How the stakeholders participate in your project? Stakeholder group Participation Please describe activities that demonstrate the participation of each stakeholder group Governments Donors Businesses Civil society organisations Local people Others How you come up with solutions to the problems? How are local resources mobilised? Who make decision of interventions? Are decisions left in the hands of the outside experts or local people? Nguyen Thi Thao Nhan| DevComm used by INGOs Element Stakeholders’ roles Questions What are Answers the Stakeholder groups roles your stakeholders play in the Notes project? Roles Details Please tick (x) on the column of relevant roles Please give explanation Passive receivers? Active partners? Governments Donors Businesses Civil society organisations Local people Others Nguyen Thi Thao Nhan| DevComm used by INGOs Section 3: Project’s communication Element Perception of DevComm Questions Before this interview, what have you known about DevComm? Communication purposes In your project, what is communication used for? The following table provides a list of communication purposes Please tick (x) to indicate purposes of your communication Expected outcomes Answers Notes Answer Details Purposes Please tick (x) to indicate your purposes Please give examples To inform To persuade To advocate To explore To assess To engage To empower To mobilise What are expected outcomes of your communication interventions? Expected outcome Answer Details Please tick (x) if you Have your communication activities expect this outcome met your expectation? Please give examples Awareness raising Knowledge increase Positive attitudes Behaviour change Stakeholder’s participation Mutual Nguyen Thi Thao Nhan| DevComm used by INGOs Element Communication’s involvement Questions understanding Trust building Consensus building Empowerment Capacity building Risk mitigation Opportunity identification Problem solving Conflict resolution Others When does communication involve in your project? - At the beginning of the project when project objectives are not defined? - At implementation stage when project objectives have been already set? Answers Notes In your project cycle, what are stages that involve communication? Stage Answer Please tick (x) if this stage involves communication activities Details What are communication activities you carry out in this stage? Research Strategic design Implementation Monitoring and evaluation Communication modes What communication modes have you employed in your project? - Monologic? - Dialogic? - Both? Nguyen Thi Thao Nhan| DevComm used by INGOs Element Communication models Questions What communication models have you employed? - One-way? - Two-way? - Both? Communication approaches What communication approaches have you employed? - Diffusion approaches - Participatory approaches Communication tactics What communication tactics have you employed? Tactic Social marketing Answers Answer Details Please tick (x) if you have Please employed this tactic examples No Yes: Agriculture insurance Notes give Advocacy Information dissemination and campaigns Information, education, communication (IEC) Education and training Institutional strengthening Community mobilisation Nondirective participatory communication Nguyen Thi Thao Nhan| DevComm used by INGOs 10 Element Communication tools Questions What communication tools have you employed? Tool Publication Events Media Media relations Others Answers Notes Answer Details Please tick (x) if you use this Please give examples of each tool tool Brochures? Leaflets? Posters? Manuals? Books? Campaigns? Meetings? Workshops? Conferences? Websites? Networking sites? Newspaper? Broadcasting? Press releases? Press conferences? Nguyen Thi Thao Nhan| DevComm used by INGOs 11 Element Principles Questions What principles does your communication reflect? Principle Answers Answer Details Please tick (x) if your communication Please demonstrates this principle evidences Notes give Dialogic Inclusive Heuristic/ explorative Analytical Participatory Contextual Interdisciplinary Strategic Persuasive Improvement What would you like to to improve your communication? Element Purposes Involvement Modes Process Models Approaches Tactics Tools Outcomes Others Improvement Thank you for your participation in this research The report will be sent to you if you are interested in Nguyen Thi Thao Nhan| DevComm used by INGOs 12 Appendix 8: Interview transcript Interviewee: Mr Nguyen Ngoc Hung - PACCOM Content Questions Answers INGOs in Vietnam In 1990s: there were only 400 INGOs Now, 900 INGOs have been working in Vietnam How many INGOs are working in Number of INGOs Vietnam? Could you please provide working in Vietnam me with the latest statistics? - 650 to 700 of these 900 INGOs are present and working regularly in the country - Around 200 INGOs are not working regularly in the country They just sponsor financially, involve in humanitarian relief and then come back with non programme aid Despite economic crises, the number of INGOs working in Vietnam has been constantly increasing We receive 50 – 60 new applications for INGO operation every year This indicates INGOs’ commitment to poverty reduction (PR) in Vietnam Do you categorise INGOs into We have divided INGOs into groups based on their nationalities/ geographical origins: separate groups? If so, what are the - Northern America and Canada categories set up? Categories of INGOs What categories are the leading ones? What are criteria used to classify INGOs: based on their legal statuses, - Southern America - Europe (mainly from Western Europe) working areas, budget, or impact? - Asia – Pacific (mainly from Australia and New Zealands In addition, we have also categorised INGOs into groups based on their types of operation: - INGOs have Representative offices: 70 - INGOs have Project offices: 200 - INGOs have work permit: the rest, 430 Criteria of working areas cannot be applied as an INGO often works in many areas INGOs’ working areas in Vietnam are in line with the country’s development goals They include: Working INGOs areas of What are the areas in which INGOs are engaged in Vietnam? What are the areas of the largest number of INGOs? - Health - Education - Economic Growth - Social issues/ affairs - Post-war issues - Environment protection - Disaster prevention - Capacity building and institution Nguyen Thi Thao Nhan| DevComm used by INGOs - Others Health is the largest area as contributing 30 – 40% INGOs’ budget in Vietnam Atlantic Philanthropy is the biggest sponsor as funding 30 m USD for Vietnam in 2010 Budget of INGOs In 2010, Vietnam received aids of 279 millions USD from INGOs with 2.700 programmes How large are the budgets of INGOs? and non programme aids How much have they sponsored - Aid programme aims to change behaviours Vietnam? Could you please provide the statistics of recent years? - Non – programme aid provides aid in kind (physically, money, goods…) As providing us with knowledge, funds, technologies, infrastructure and policies, any INGOs’ activity contributes to poverty reduction (PR) in Vietnam either directly or indirectly Generally, INGOs have had significant impacts in Vietnam: Impact What are the prominent impacts of INGOs in Vietnam? Please provide me with the latest statistics - Improving Vietnam’s social and economic status, bringing better lives to people Eg: The project areas often change positively after a period of INGOs - Delivering/ spreading the concept of sustainable development (SD) which suits Vietnam’s demands and priorities for development The activities that employ SD approach include: micro credit, revolving loan, learner-centred education, childright based education… - Developing capacity for local organisations and people They not implement projects themselves but teach and train local actors so that local people are able to the tasks themselves later In doing so, INGOs facilitate sustainability in Vietnam - Enhancing friendship between Vietnam and other countries Thanks to working in Vietnam, some of INGOs’ staff understand Vietnam better thereby helping Nguyen Thi Thao Nhan| DevComm used by INGOs international communities so and eliminating bias and incorrect evaluation on the country The remarkable change is the change in their approach When first working in Vietnam, INGOs mainly offered humanitarian relief and aids in kind This approach, in fact, just solved the problem in short term, or just scratched the surface However, INGOs have moved from relief to development programme This approach is sustainable as through development programmes, INGOs offer poor people fishing-rods Compared to the beginning period, rather than fishes Moreover, development programmes involve multi parties which INGOs activities in Vietnam have improve participation and resource mobilisation evolved over the last years What are It should also be noticed that some large INGOs have started advocacy thereby the remarkable changes? Could you contributing in policy changes This is a significant change, I think, as root causes of poverty please give examples of changes in not lay only on the lack of funds but also on the lack of access to funds By changing their working scales, areas, policies of fund allocation, INGOs improve the poor’s access to funds thereby helping them Trends/ Changes/ approaches….? fight against poverty Differences in the Some INGOs have shifted from ways they work Indicators of changes in fund allocation polices include local banks’ simplification of fund emergency response in short-term to offer procedures, replacing pledge/ collateral with personal belief, women guarantee each long-term development programmes other… How can we explain this change? There are also changes in INGOs’ working areas In the past, INGOs focused on health care, Do you have any forecast on the education, economy growth, disaster prevention, post-war issues whereas their recent trends of INGOs in Vietnam in the priorities are social issues (street children, HIV/AIDS, STD…), climate change, capacity future? building… ** The number of INGOs working in Vietnam and their budget dedicated to Vietnam have steadily increased over the past decades It is because the country has proven its capacity and effectiveness in using funds and absorbing aids Nguyen Thi Thao Nhan| DevComm used by INGOs In the future, I think Vietnam will still receive INGOs’ support due to the following reasons: First, Vietnam still needs international aids indeed Although its poor population has dropped significantly and it has become a middle income country, Vietnam still has 16% population living in poverty and 13 m people living in extreme poverty The number of 13 m people is equal to Laos’ total population More importantly, Vietnam’s current poverty threshold is lower than the universal one of USD per day (500.000 VND/ month in urban areas, 400.000 VND/ month in rural areas) Therefore, Vietnam’s need of international help in PR is still large In addition, Vietnam also needs international assistance in disaster prevention and climate change adaptation as it is one of the countries most vulnerable to climate change If Vietnam does not have appropriate and in time responses, 30% of its mainland will be flooded in the near future Some most prosperous areas such as Cuu Long River Delta, and some largest industrial zones will disappear… The country has also faced a number of social issues (HIV, the disabled…) which should be solved in collaboration with INGOs Second, Vietnam has tradition of gratitude and its government has committed to collaboration with INGOs Vietnamese people always value help from other people In the past, foreign friends shared and helped Vietnam during the wars Nowadays, the country has welcomed and facilitated international friends coming to help it in PR and SD This good will has been specified by the legal ddd issued by the 9th and 10th Communist Party Meetings (Văn kiện ĐH Đảng & 10) Third, Vietnam has used international aids and investment effectively This reinforces INGOs’ belief and support for Vietnam To sum up, it has been proven that even developed countries still receive INGOs’ support Eg, 80% funds raised in the US was spent in this country (statistic of 2010?) Countries more developed than Vietnam (Thailand, Indo, Philippines) have also aided by INGOs Thus, I believe with its current effort, Vietnam will continue to receive INGOs’ support in terms of Nguyen Thi Thao Nhan| DevComm used by INGOs funds, goods, love and experience ** Although Vietnam’s legislation on INGOs still has not fitted the reality, the government has got the laws updated and improved in order to facilitate INGOs’ work and use their fund effectively INGOs’ Communication Overall picture Could you please give me an overall picture of INGOs’ communication? What have they done to communicate with their stakeholders, to build partnerships and to market themselves? INGOs working in Vietnam seem to be modest and have a humanitarian working approach They work in silence and not need to be acknowledged Some INGOs even refused our awards which aim to honour and express our gratitude to INGOs having great contribution to Vietnam’s development This indicates the INGOs not place importance in promoting or branding themselves in Vietnam Although INGOs rarely appear in the national news and the general public not have any impression about them, they are well known and respected in local areas where their project are carried out Low profiles In Vietnam, INGOs have rarely appeared in the news, and have not Vietnam’s media not pay attention to INGOs as in the country, NGOs are mistakenly referred as anarchical organisations The negative view may prevent media from attracted media attention Why? approaching INGOs It is one of the reasons Another reason, as I mentioned before, is that What can they to have high INGOs not actively introduce or “sell” them to the media profiles and raise people’s awareness In my opinion, to increase their impact, INGOs should increase their visibility and raise of their presence in Vietnam? public awareness of their presence in Vietnam Actually, INGOs cannot raise large funds if general public not know about them In our capacity and responsibility, PACCOM will let people know more about INGOs by Nguyen Thi Thao Nhan| DevComm used by INGOs organising rewards and national events such as Connecting big arms (Nối vòng tay lớn), The Day for the poor (Ngày người nghèo)… The award ceremonies and events will be broadcasted lively on national TV channels (VTV) In fact, the Connecting big arms or The Day for the poor has been held for many years and takes place every 31 December PACCOM is going to organise The Day of joining together for the poor in 2012 This event aims to involve and mobilise all individuals and organisations that are committed to poverty reduction Trends They will place importance on marketing and promoting themselves They will actively In your opinion, what may be the introduce themselves to the public and the media As INGOs compete each other to get changes in INGOs’ communication in funds, they need to have good communication the future? Oxfam and SNV What are their positions in Vietnam’s INGOs community? Positions Are they two of the most influential INGOs in Việt Nam? I can’t tell you I think their positions should be evaluated by their counterparts in INGOs community The key difference is that Oxfam is financially independent from the British government whereas SNV’s core funds are from the Dutch government Characteristics/ USPs What are characteristics and unique They also differ in organisational structure Oxfam in Vietnam is a combination of many selling points of each INGO? Oxfam affiliates that are from different countries but collaborate and share resources (partnership) together Oxfam’s activities therefore are diversified Nguyen Thi Thao Nhan| DevComm used by INGOs SNV Vietnam, on the other hand, is the national branch of SNV in the Netherlands Its activities therefore follow and replicate what the upper levels have done (Although Oxfam branches have unified under a brand name, this unification just takes place internally Legally, the Oxfam branches are still independent Thus, PACCOM also supervise them separately.) How does each INGO communicate? Communication The differences in financial aspect and organisational structure lead to the difference in What are the differences in their communication activities of these two INGOs communication? From your point of view, which INGO is better at communication? Why? Research/ Evaluation on INGOs in Vietnam Is there any research paper on INGOs in general and INGO’s We have not done any research on these topics as researching is often costly, timecommunication in particular done consuming and requires appropriate methods, we can’t stand them before? If so, can I access them? Nguyen Thi Thao Nhan| DevComm used by INGOs ...Statement of Originality and Authenticity SCHOOL OF COMMUNICATION AND MEDIA Postgraduate Scheme Course: MA International Communication Statement of Originality and Authenticity This dissertation... questions The dissertation has two main aims and four sub-aims The two main aims are to explore INGOs’ employment of DevComm, and to explain the differences in the ways INGOs use DevComm, in Vietnam The. .. explorative and analytical in nature Employing case study approach, it examines Oxfam and SNV – the two leading INGOs working in Vietnam Data are collected by three methods: documentary analysis, interview