Development Communication

BY: INEZ RONQUILLO, RN

APRIL 30, 2023
MPA- STUDENT
 Objectives
 a historical overview of the debate on
development in general, and development
communication in particular, since its emergence
on the political agenda in the fifties
 Media and Global Change
 the differences between a so-called diffusionist
or top-down communication model versus a
participatory or bottom-up communication
model
 two general differences in approach within the
participatory model, which lead to different
‘types’ of participatory communication projects,
especially at the community media level
 by way of conclusion we identify eleven changes
within the communication for social change field
which will, in our opinion, further condition and
complicate the future of the field.

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 Participatory
Communication
Participatory development communication
means moving from a focus on informing
and persuading people to change their
behavior or attitudes and focus on
facilitating exchanges between different
stakeholders to address a common problem
• requires first of all changes in the
thinking of ‘communicators’. The
needles, targets, and audiences of
communication and development
models, combined with self-
righteousness, titles, and insecurities,
perhaps sprinkle with a dash of
misdirected benevolence, often render
‘experts’ a bit too verbose and pushy.
Perhaps this is because it requires much
more imagination, preparation and hard
work to have dialogical learning. It is far
easier to prepare and give lectures.

20XX Participatory Development Communication 3

 From modernization, over
dependency, to multiplicity

was generally greeted with

N o . 1950-
enthusiasm and optimism
1960

Building study of communication

and development in the Middle East
N o . 195 and Wilbur Schramm’s on the
American scholar Daniel Lerner’s
8 influential

study on the role of media for national

N o . 196 development,communication researchers assumed that the
introduction of media and certaintypes of educational,
political, and economic information into a social systemcould

4 transform individuals and societies from traditional to modern

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 From modernization, over
dependency, to multiplicity

This dependency paradigm played an

N o . 1960- important role in the movementfor a New
World Information and Communication Order
1980

20XX C O N F E R E N C E P R E S E N TAT I O N 5
 Diffusion versus participatory
communication

This approach is therefore concerned with the

process of diffusion and adoption of
innovations in a more systematic and planned
way. Mass media are important in spreading
aware-ness of new possibilities and practices,
but at the stage where decisions are being
made about whether to adopt or not to adopt,
personal communication is far more likely to
be influential. Therefore, the general
conclusion of this line of thought is that mass
communication is less likely than personal
influence to have a direct effect on social
behavior.

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 Diffusion versus
participatory communication

This approach is therefore concerned with the

process of diffusion and adoption of
innovations in a more systematic and planned
way. Mass media are important in spreading
aware-ness of new possibilities and practices,
but at the stage where decisions are being
made about whether to adopt or not to adopt,
personal communication is far more likely to
be influential. Therefore, the general
conclusion of this line of thought is that mass
communication is less likely than personal
influence to have a direct effect on social
behavior.

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 Two major approaches to participatory
communication
1. Sialogical pedagogy of PauloFreire (1970, 1973, 1983, 1994)

The Freirian argument works by a dual theoretical strategy. He insiststhat subjugated peoples must be treated as fully
human subjects in any politicalprocess. This implies dialogical communication. Although inspired to someextent by
Sartre’s existentialism –a respect for the autonomous personhood ofeach human being–, the more important source is a
theology that demandsrespect for otherness –in this case that of another human being.

2. Self-management articulated in the UNESCO debates of the 1970s(Berrigan, 1977, 1979).

discourse about participatory communication is theUNESCO language about self-management, access and participation
from the1977 meeting in Belgrade, the former Yugoslavia.

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 The final report of that meeting defines
the terms in the following way

Access refers to the use of media for public Participation implies a higher level of
service. It may be definedin terms of the public involvement in communi-cation
opportunities available to the public to
choose variedand relevant programs and to
systems. It includes the involvement of
have a means of feedback to transmitits the public in the produc-tion process,
reactions and demands to production and also in the management and
organizations. planning of communi-cation systems

On the other hand, self-management is the

Participation may be no most advanced form ofparticipation. In this
more than representation case, the public exercises the power of
decision-making within communication
and consultation ofthe enterprises and is also fully involved inthe
public in decision-making. formulation of communication policies and
plans

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 Participatory communication
for social change

Participation involves the more equitable

sharing of both political and
economicpower, which often decreases the
advantage of certain groups. Structural
changeinvolves the redistribution of power.
In mass communication areas, many
commu-nication experts agree that
structural change should occur first in order
to estab-lish participatory communication
policies.

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 Components

Communication is a facet of
Communication is a the societal
human need conscientization, emancipa-
tion and liberation process.

The communication task

Communication is a involves rights and
delegated human right responsibilities/obliga-
tions.

20XX C O N F E R E N C E P R E S E N TAT I O N 11
 Different ‘types’ of participatory
communication projects

N o . 197 Berrigan, O’Sullivan

9

199 Berque, Foy and

3 Girard, lewis

200 Fraser and Restrepo

0

20XX C O N F E R E N C E P R E S E N TAT I O N 12
 Different ‘types’ of participatory
communication projects

N o . 199 Girard
2

198 O’Connor
8

20XX C O N F E R E N C E P R E S E N TAT I O N 13
 Different ‘types’ of
participatory communication
projects
(1) participatory media are internally organized on democratic lines (asworker co-operatives or
collectives);
(2) participatory media are recognized by their opposition to culturalindustries dominated by
multinational corporations;
(3) participatory media may be traced to the liberation of linguistic andethnic groups following
a major social transformation;

(4) The competition also offers similar technology, the strong existence of
participatory media may be explained in termsof class struggle within the society;
(5) participatory media may be identified as “molecular” rather than“molar” (a
collectivity of individual autonomous units rather than onethat is homogenized and
one-dimensional);
(6) participatory media (like the montage of Eisenstein and the theatre ofBrecht) by
design requires a creative and varied reception from itsaudiencebut their tools aren't
user friendly.

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 Positioning the four theoretical approaches on Community Media
(CM)

MEDIA CENTRED SOCIETY CENTRED ••No.

1
APPROACH I: APPROACH III:
AUTONOMOUS IDENTITY OF SERVING THE COMMUNITY
Test with customersPART OF CIVIL SOCIETY
Take risks to lead in product until you Listen to customers and learn • No.
CM (ESSENTIALIST)
innovation get the product right what they need •2
IDENTITY OF CM IN APPROACH II: APPROACH IV:
RELATION TO OTHER AN ALTERNATIVE TO RHIZOME • No.
IDENTITIES MAINSTREAM •3
(RELATIONALIST)

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 Communication for
Development is built around
Communication for four axes
Development (C4D) Com4Prom: Communication for Promotion
promotes development
Download aid in
Contoso todonor
try it countries
out and to
justify how and why development aid resources
are spent. provide feedback
Com4Imple: Communication for
is all the different types of communication that need to
Implementation facilitates the implementation of
development aid on developing countries by
take place in societies if sustainable democratic explaining development programmes to local
development is to occur. populations.
Com4Power: Communication for
Empowerment gives power to local population to
report on the implementation of the development
aid they receive from donor countries.
Com4Coord: Communication for Coordination
allows donor entities to coordinate their activities
on a global scale through a series of coordination
tools and rules.

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 The four axis of
Communication for
Development

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 How to attract
audiences to learn
about development
aid using positive
news and success
stories

20XX C O N F E R E N C E P R E S E N TAT I O N 18
 By way of summary
The above-described changes in the field of communication for
developmentcould be summarized as follows.
1. The growth of a deeper understanding of the nature of communication
2. A new understanding of communication as a two-way process
3. A new understanding of culture “
4. The trend towards participatory democracy
5. Recognition of the imbalance in communication resources or the digital
divide

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 6. The growing sense of globalization and cultural hybridity
7. A new understanding of what is happening within the boundaries of
thenation-state2. A new understanding of communication as a two-way process
8. Recognition of the ‘impact’ of communication technology
9. From an information society to knowledge societies
“ of distinct means of
10. A new understanding towards integration
communication
11. The recognition of dualistic or parallel communication structures

20XX C O N F E R E N C E P R E S E N TAT I O N 20
 Thank you

I N E Z F. R O N Q U I L L O ​

[Link]
Communication_for_Develop
ment
[Link]
publication/
274224851_Participatory_Co
mmunication_for_Developme
nt

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