Communication for Development and Social Change

by Jan Servaes

• ISBN13: 9780761936091
• ISBN10: 0761936092
• Format: Paperback
• Copyright: 2008-01-05
• Publisher: SAGE Publications Pvt. Ltd

Summary

This volume underlines that development communication:- Is, first and foremost, about people and the process needed to facilitate their sharing of knowledge and perceptions in order to effect positive developmental change.- Is based on dialogue, which is necessary to promote stakeholders' participation. Such participation is needed in order to understand stakeholder perceptions, perspectives, values, attitudes and practices so they can be incorporated into the design and implementation of development initiatives.- Follows the two-way, horizontal model and not the traditional one-way, vertical model of Sender-Message-Channel-Receiver and increasingly makes use of emerging many to many forms of communication made possible through new technologies.- Gives voice to those most affected by the development issue(s) at stake, allowing them to participate directly in defining and implementing solutions and identifying development directions.- Recognizes that reality is largely socially constructed-and thus culture-specific. The implications are that there can be different realities (or different perceptions of the same reality) for the same situation according to specific groups' perceptions and needs. Thus the role of development and by extension communication is not to "impose" the correct reality, but rather to foster dialogue to facilitate mutual understanding among different perspectives.- Uses a number of tools, techniques, media and methods to facilitate mutual understanding, define and bridge differences of perceptions, and take action towards change, according to the particular needs of the development initiative. These tools and techniques should be used in an integrated way and are most effective when used at the beginning of development initiatives. Jan Servaes is Professor and Chair of the Department of Communication at the University of Massachusetts at Amherst.

Table of Contents

List of Tables	p. 7
List of Figures	p. 8
List of Boxes	p. 9
List of Abbreviations	p. 10
Introduction	p. 14
Introduction
Communication and the Persistence of Poverty: The Need for a Return to Basics	p. 31
Hybrid Interactions: Human Rights and Development in a Cultural Perspective	p. 45
Media Globalization through Localization	p. 58
Vertical Minds versus Horizontal Cultures: An Overview of Participatory Process and Experiences	p. 68
The Theoretical Underpinnings of Development Communication
The Panoptic View: A Discourse Approach to Communication and Development	p. 85
Threads of Development Communication	p. 96
Development Communication Approaches in an International Perspective	p. 158
Tracing the History of Participatory Communication Approaches to Development: A Critical Appraisal	p. 180
Communication Policies, Strategies and Exemplars
Communication for Development Approaches of Some Governmental and Non-Governmental Agencies	p. 201
UNESCO's Contributions to Cultural Diversity and Communication for Development	p. 219
Making a Difference through Development Communication: Some Evidence-based Results from FAO Field Projects	p. 232
Involving People, Evolving Behaviour: The UNICEF Experience	p. 254
Special Case: HIV/AIDS Campaigns
Rural HIV/AIDS Communication/Intervention: From Using Models to Using Frameworks and Common Principles	p. 279
Religion and HIV/AIDS Prevention in Thailand	p. 296
Fighting AIDS with Edutainment: Building on the Soul City Experience in South Africa	p. 327
More Complexity Added: Community Media and Conflict Resolution
Making Community Media Work: Community Media Identities and Their Articulation in an Antwerp Neighbourhood Development Project	p. 347
Working with Media in Areas Affected by Ethno-political Conflict	p. 374
Conclusion	p. 389
Bibliography and Select Readings	p. 391
About the Editor and Contributors	p. 414
Index	p. 421
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