"The current discourse on globalization has many far-reaching implications not only for African economics and politics, but also for the vital question of how we communicate in a ‘global village’. African governments and their development partners often tend to extrapolate communication models f
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rom the developed world and apply them wholesale in local environments in Africa that are quite unique. This paper argues that such communication strategies often do not impact on the rural masses for which they are meant because they are not ‘contextualized’ to the local settings, cultural dialectics and worldview of the people. The bulk of the rural people are non-literate, poor and have little or no access to modern mass media such as television, radio, film, newspapers, the internet and email. The roll-out of modern media should continue to occupy centre stage in planning by African governments, development agencies and nongovernmental organizations, and these modern media should continue to be used to disseminate various campaign messages (HIV/AIDS awareness, immunization of children, maternal health care, poverty eradication, etc.) to the communities. But given the dearth of these media in many poor countries, the limitation of their coverage to the urban centres, and the costly equipment involved, a strategy that relies solely on them has its drawbacks. Communication planners should not overlook the significant role indigenous forms such as popular theatre, drumming, village criers, storytellers, orators, etc., have played – and continue to play – in communication among rural, poor communities. The paper illustrates the ways in which these media continue to be utilized in development communication in Uganda, for instance, because of the way they are embedded in the cultural ideology of the rural people." (Abstract)
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"For social change, a model of communication is required that is cyclical, relational and leads to an outcome of mutual change rather than one-sided, individual change. In Section 1 of this report we provide a description of such a model. The model describes a dynamic, iterative process that starts
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with a “catalyst/stimulus” that can be external or internal to the community. This catalyst leads to dialogue within the community that when effective, leads to collective action and the resolution of a common problem. The catalyst in the model represents the particular trigger that initiates the community dialogue about a specific issue of concern or interest to the community. This catalyst is a missing piece in most of the literature about development communication, which often assumes that the community spontaneously initiates dialogue and action. The model describes Community Dialogue and Action as a sequential process or series of steps that can take place within the community, some of them simultaneously, and which lead to the solution of a common problem." (Executive summary, page iii)
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"Much research on urban development is supply-led - generated by the interests of donors and researchers in the North rather than the needs of poor households in the growing cities of the South, Communicating for Development focuses attention on the most fundamental of questions about development: h
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ow can the lessons of good practice and innovation and the results of research benefit the poor? The book offers in-depth discussion about how the communication process works - or doesn't work. It questions and challenges: who are the stakeholders; what are the best vehicles for transferring knowledge; why are local networks and intermediaries so important; what can hinder the communication process; and how may these gaps and barriers be overcome? Moreover, the book challenges traditional participatory methods of relating to the needs of poor urban communities and proposes instead the application of new communication and knowledge management methods currently used in business management." (Publisher description)
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"The project ran from November 98 to May 2001, involving 13 rural women’s clubs in the Mpika district of Zambia, 600 km north of Lusaka. The clubs recorded their discussions of development issues or requests for development support; the tapes were sent to a radio producer in Lusaka, who recorded a
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response from a relevant service-provider or politician. The discussion and response were edited into one programme and broadcast as a regular weekly programme by the national broadcaster, ZNBC. The clubs listened to the programmes and discussed them at their weekly meetings. This evaluation assessed the development impact of the project, principally by talking to members of the clubs and others in their communities. An audience survey was also carried out, in three different areas. The main findings of the evaluation were: The project has brought substantial material benefits and new information to the communities. To some extent the clubs and communities have been empowered to access development inputs themselves, though the mediation of the radio programme producer has also been an important factor; The success in achieving material benefits for the communities was probably a strong force in building community support for the clubs in the early months of the project, but now their role in providing information and stimulating discussion is equally appreciated; The Clubs have not achieved material benefits specifically for their own incomegenerating activities, which was the original aim of the project, and which they see (on a video) happening in Zimbabwe. Income-generating is still the clubs’ main purpose, so the project should seek to help them strengthen their income-generating activities; The project has stimulated intense discussions, in the clubs and the communities, about social issues. The clubs’ ability to discuss and present issues clearly is greatly appreciated by men and young people in the communities; There is an emerging perception of a role for the clubs as educators for their communities. They are confidently passing on their own experience, and information from outside sources, as well as “hosting” outside experts in their radio programmes; The programmes are widely listened to and appreciated all over Zambia." (Summary)
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"The Academy for Educational Development (AED) has been in the social marketing, communication, and participation business for some 40 years. This book profiles 82 projects carried out in the 1960s and 1970s in countries around the world. These projects were researched and documented by AED under it
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s Clearinghouse on Development Communication. It is hoped that the book's profiles of extraordinary early experiments with social marketing, mass media, interactive radio, and participation might benefit a new generation of communication professionals. Profiles in the book describe applications to fields as diverse as basic education, child survival, family planning, agriculture, community organizing, and participatory media. The book opens with an easy-to-read index and a table of contents. Synopses of each project follow, providing a description, results, facts of note, references, target audience, objectives, media, donors/sponsors, duration, and contacts." (www.eric.ed.gov)
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"Documentation of best practices on how certain individuals or organizations are changing the way communication works, how they are making a difference to the lives and livelihoods of rural people. About 40 organizations - government, non-government or academic - in Africa, the Caribbean and the Pac
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ific are described. The examples described are focussing on local or national initiatives that are doing good communication work despite all the constraints they face. A second criterion for inclusion was a track record, to focus on approaches that have been found to work. A third criterion was sustainability. The book has nine sections, each with up to six stories about particular institutions or sets of institutions. There are sections on radio and television, newspapers and newsletters, literacy and local languages, computers and telecommunications, farmers' groups and markets, farmers' knowledge, research and extension links, research networks, and libraries." (https://www.ircwash.org/resources)
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"This chapter reviews the historical and conceptual parameters of the international communication research area, followed by a focus on communication and development. Both parts of the chapter define the scope of the areas discussed, summarize the main theoretical approaches, and present major trend
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s in research. The chapter concludes with suggestions for future research." (Summary)
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"This book looks at the political economy of communication and information, media in development and social change, media theory and practice, international communication technology and communication values and ethics." (Publisher description)
"Addressing the use of communication (interpersonal, folk, traditional, group, organizational, and mass media) in the development process, this book discusses some of the conceptual and theoretical basis for integrating communication effectively into development plans and execution. It also examines
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the rationale and practical necessity for such integration, and uses case studies to demonstrate how to positively take advantage of communication potentials and possibilities while avoiding possible dysfunctions." (https://eric.ed.gov)
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"Evaluation (or assessment) of impact is generally regarded as an essential part of the project cycle, and is already well known and widely used in many disciplines - for example, environmental and social sciences, social psychology - and there is increasing evidence of its application to agricultur
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al research. The same pressures as are being felt in agricultural research apply in agricultural information: new technology, in the form of information and communication technologies (ICTs) is increasing the ability to access, collect, process and generate information, but there is also pressure to justify investment, and to demonstrate results (benefits). However, while the 'information/knowledge' culture may be burgeoning due to new ICTs, neither the methodology nor the culture of information impact studies is yet fully developed. There are as yet few methodologies and applications relating to information management in developing countries, and even fewer which have been or could be applied specifically to agricultural information management. This selective review seeks to engender wider knowledge, acceptance and application of evaluation in the field of agricultural information management by showing how it has been approached in other disciplines, in agricultural research, and most recently in information science and management, with some key examples relating to information management in developing countries. Finally, to give some indication of how it works in practice, some recent examples as applied to information management in developing countries are summarised as case studies." (CTA Website Sept. 11 2007)
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