ISBN 9780761936091,Communication for Development and Social Change

Communication for Development and Social Change


Jan Servaes


SAGE India



SAGE India

Publication Year 2007

ISBN 9780761936091

ISBN-10 0761936092


Number of Pages 428 Pages
Language (English)

Information Technology

This volume is first and foremost about people and the processes needed to facilitate sharing of knowledge in order to effect positive developmental change. It is contextual and based on dialogue necessary to promote stakeholder?s participation, which is essential for the understanding of their perceptions, perspectives, values, attitudes and practices, so that these can be incorporated into the design and implementation of development initiatives. This volume follows the two-way horizontal model and increasingly makes use of many-to-many forms of communications to facilitate the understanding of people?s perceptions, priorities and knowledge with its use of a number of tools, techniques, media and methods. It aims to give voice to those most affected by the development issue(s) at stake, allowing them to participate directly in defining and implementing solutions and identifying development directions. Based on the assumption that authentic participation directly addresses power and its distribution in society, which often decreases the advantage of certain elite groups, the authors argue that structural and sustainable change necessitates the redistribution of power. This collection offers perceptive insights and vivid examples to prove that the field of communication for development and social change is indeed vibrant. Table of Contents Introduction JAN SERVAES I. Introduction Communication and the Persistence of Poverty: The Need for a Return to Basics PRADIP THOMAS Hybrid Interactions: Human Rights and Development in a Cultural Perspective JAN SERVAES and CHRIS VERSCHOOTEN Media Globalization through Localization JAN SERVAES and RICO LIE Vertical Minds versus Horizontal Cultures: An Overview of Participatory Process and Experiences ALFONSO GUMUCIO-DAGRON II. The Theoretical Underpinnings of Approaches to Development Communication The Panoptic View: A Discourse Approach to Communication and Development SUJATHA SOSALE Threads of Development Communication ROYAL D. COLLE Development Communication Approaches in an International Perspective JAN SERVAES and PATCHANEE MALIKHAO Tracing the History of Participatory Communication Approaches to Development: A Critical Appraisal ROBERT HUESCA III. Communication Policies, Strategies and Exemplars Communication for Development Approaches of Some Governmental and Non-Governmental Agencies JAN SERVAES UNESCO`s Contributions to Cultural Diversity and Communication for Development UNESCO Making a Difference through Development Communication: Some Evidence-based Results from FAO Field Projects GARY COLDEVIN Involving People, Evolving Behaviour: The UNICEF Experience NEILL MCKEE, ERMA MANONCOURT, CHIN SAIK YOON and RACHEL CARNEGIE IV. Special Case: HIV/AIDS Campaigns Rural HIV/AIDS Communication/Intervention: From Using Models to Using Frameworks and Common Principles RICO LIE Religion and HIV/AIDS Prevention in Thailand PATCHANEE MALIKHAO Fighting AIDS with Edutainment: Building on the Soul City Experience in South Africa THOMAS TUFTE V. More Complexity Added: Community Media and Conflict Resolution Making Community Media Work: Community Media Identities and their Articulation in an Antwerp Neighborhood Development Project NICO CARPENTIER, RICO LIE and JAN SERVAES Working with Media in Areas Affected by Ethno-political Conflict GEORGIOS TERZIS and MYRIA VASSILIADOU Conclusion JAN SERVAES Basic Bibliography RICO LIE, JAN SERVAES and ADINDA VAN HEMELRIJK Index