"Publications for academia need to be different from those for grassroots movements: while the former need to satisfy the needs of the target audience to increase knowledge, grassroots movements need to be made aware of needs and at the same time indicated ways of solving them." (GIZ Library Bonn)
"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
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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)
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"An anthology sponsored by the World Association for Christian Communication, whose articles examine the MacBride Report and expound the philosophy that communication is a basic human right to be shared by the developing and developed countries alike. There is a 24-page bibliography of books, pamphl
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ets, documents, periodicals and articles on the NWICO by Colleen Roach." (Eleanor Blum, Frances G. Wilhoit: Mass media bibliography. 3rd ed. Urbana: University of Illinois Press, 1990 Nr. 245)
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"In tracing and analyzing the relationship between economics and communication with reference to the Third World, the authors define the obstacles caused by inequalities and imbalances standing in the way of a new economic order and describe various perspectives on the problems, along with suggestio
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ns of practical implementation for policy and action. They also consider the consequences for information and communication if such an order is established." (Eleanor Blum, Frances G. Wilhoit: Mass media bibliography. 3rd ed. Urbana: University of Illinois Press, 1990 Nr. 332)
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"To overcome the many problems inherent in rural development in tropical countries, most governments and aid agencies have put in the field teams of extension workers as 'Change Agents' who train and advise the local people to help themselves. This book is a practical companion for the Change Agent
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or for the agricultural or technical college student. It is concerned with both the attitudes and communication skills required by Change Agents, and it is one of the first to be published for those training in this area of extension work." (Back cover)
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"The purpose of the present study is to focus precisely on the relationship between folk and mass media, on actual experiments that have been conducted in India to receive an integration of the two, on problems that were encountered in the process of integration." The author lists documentary films
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produced by the Films Division of India viewed in connection with the study." (Eleanor Blum, Frances G. Wilhoit: Mass media bibliography. 3rd ed. Urbana: University of Illinois Press, 1990 Nr. 263)
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