"Ethnocommunication because of its holistic approach does not stick to one communication medium only but tries to see the interrelation between the different communication media, traditional as well as modern. Many development communication projects are designed for one medium only, like e.g. Radio or Television and the same holds for respective research projects. They do not sufficiently consider the need for a multimedia as well as a culturally bound approach. It is part of human nature not only to see but also to use other senses, i . e. to hear, to see, to smell and at the same time taste. Any isolation of one medium or one sense will immediately limit not only the success of such a medium but also promote a onesided development, finally not serving total human development. The multimedia approach or rather the interlink between the different means of communication – traditional and modern – in a culture also must be extended beyond the means themselves. The communications means are embedded in the culture, her social and value structure and therefore have to be seen in their use and effect within the framework of a given culture and society. Fernando Poyatos in his very revealing book on new perspectives on non-verbal communication has underlined the need not only for linguistic fluency but also a cultural fluency in intercultural communication. It is this cultural fluency as well which is part of the Ethnocommunications approach. The service of Ethnocommunication for development lies especially in this taking seriously the cultural data and situations, to relate them with the communication means and structures of the given culture and analyze and design communication processes which will be embedded and thus becoming a genuine part of the society and culture they are to serve. Development in this sense is not in the first instance concerned with technical developments but rather is first and foremost a step towards conscientization and liberation of the people in the sense of Paulo Freire and his followers. Thus Ethnocommunication should be a contribution to the liberation and redemption of man." (Page 17)