A Social Process
Communication for Development is essentially “a social process, designed to seek a common understanding among all the participants of a development initiative, creating a basis for concerted action.” Communication technology and the media are useful tools to facilitate this process, but should not be considered as an end in itself.
What is importan.
Holistic Approach
Communication is a multidisciplinary and cross-cutting discipline.
Thus, efforts should cover all the multifaceted aspects of life that concern poor people and their livelihoods.
Communication activities should deal with agriculture, health, habitat, education, nutrition, the environment, population, gender, and all issues related to development in.
in Line with National Policies
ComDev policies and strategies should be designed in accordance with national policies for poverty reduction and sustainable development and help to promote them (FAO 2007a).
Otherwise, these strategies and programs will remain isolated and not receive the support of national policymakers and decision-makers.
For example, a key characteristic of th.
Listening to People
Thus, Communication for Development efforts should begin by listening to people, learning about their perceived needs, and taking into account their knowledge and experience, their culture and traditions, and the reality of rural areas (Anyaegbunam et al. 1998).
Listening is an important skill developed by oral cultures that rely exclusively on ora.
Preserving Indigenous Knowledge, Values, and Culture
It is important to incorporate indigenous knowledge and practice in the planning of Communication for Development projects: “The outcome of useful sharing of knowledge is not so much the replacement of traditional techniques by modern ones, as a merging of modern and traditional systems to produce a more appropriate hybrid, one that befits the econ.
Promoting Policy Change
Communication for Development also has an important role to play in enacting and promoting national policy change, since there is a tendency to move away from top-down policy planning toward more participatory and interactive processes of policy planning, adjustment, and implementation.
Often today country programs concentrate on community particip.
Respect For Culture
Communities in rural areas contain a wealth of traditional cultural resources, a rich but fragile heritage which risks being lost with the advent of modern technology.
The tendency to cultural homogenization that comes with globalization processes can erase cultural identities and diversities.
To be successful, communication efforts must take into .
Sharing of Knowledge and Two-Way Communication
The first FAO Expert Consultation indicated that “people oriented and sustainable development can only realize its full potential if rural people are involved, and if information and knowledge is shared.
Sharing is not a one transfer of information; it implies rather an exchange between communication equals” (Balit 1999).
One of the most important .
Starting Upstream
To be effective, communication should be built into development programs and policies from the start and integrated into development policies and poverty reduction strategies together with the participants and all stakeholders.
A ComDev strategy planned with participants from the start will ensure their active involvement and ownership and give dev.
What is development communication?
Development communication rests on the premise that successful rural development calls for the conscious and active participation of the intended beneficiaries at every stage of the development process; for in the final analysis, rural development can not take place without changes in attitudes and behaviour among the people concerned.
