Communication for development and social change / edited by Jan Servaes.

Format:

Book

Contributor:

Servaes, Jan, 1952-

Language:

English

Subjects (All):

Communication in economic development.

Communication in community development.

Social change.

Communication--Developing countries.

Communication.

Communication--Social aspects.

Developing countries.

Communication--Social aspects--Developing countries.

Physical Description:

428 pages ; 24 cm

Place of Publication:

Los Angeles ; London : Sage Publications, 2007.

Summary:

This volume is first and foremost about people and the processes needed to facilitate sharing of knowledge in order to achieve sustainable developmental change. It underlines that development communication is based on dialogue, which is necessary to promote people's participation.

The volume follows the two-way horizontal model and increasingly makes use of many-to-many forms of communication 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.

Communication is an essential element of every development and social change project, and it needs to be applied in different ways and at distinct levels according to the needs and characteristics of the context or community. This collection offers perceptive insights and vivid examples to prove that the field of communication for development and social change is indeed vibrant.

Contents:

1 Communication and the Persistence of Poverty: The Need for a Return to Basics / Pradip Thomas 31

2 Hybrid Interactions: Human Rights and Development in a Cultural Perspective / Jan Servaes, Chris Verschooten 45

3 Media Globalization through Localization / Jan Servaes, Rico Lie 58

4 Vertical Minds versus Horizontal Cultures: An Overview of Participatory Process and Experiences / Alfonso Gumucio-Dagron 68

Part II The Theoretical Underpinnings of Development Communication

5 The Panoptic View: A Discourse Approach to Communication and Development / Sujatha Sosale 85

6 Threads of Development Communication / Royal D. Colle 96

7 Development Communication Approaches in an International Perspective / Jan Servaes, Patchanee Malikhao 158

8 Tracing the History of Participatory Communication Approaches to Development: A Critical Appraisal / Robert Huesca 180

Part III Communication Policies, Strategies and Exemplars

9 Communication for Development Approaches of Some Governmental and Non-Governmental Agencies / Jan Servaes 201

10 UNESCO's Contributions to Cultural Diversity and Communication for Development / UNESCO 219

11 Making a Difference through Development Communication: Some Evidence-based Results from FAO Field Projects / Gary Coldevin, collaboration with the Communication for Development Group of the FAO of the UN 232

12 Involving People, Evolving Behaviour: The UNICEF Experience / Neill McKee, Erma Manoncourt, Chin Saik Yoon, Rachel Carnegie 254

Part IV Special Case: HIV/AIDS Campaigns

13 Rural HIV/AIDS Communication/Intervention: From Using Models to Using Frameworks and Common Principles / Rico Lie 279

14 Religion and HIV/AIDS Prevention in Thailand / Patchanee Malikhao 296

15 Fighting AIDS with Edutainment: Building on the Soul City Experience in South Africa / Thomas Tufte 327

Part V More Complexity Added: Community Media and Conflict Resolution

16 Making Community Media Work: Community Media Identities and Their Articulation in an Antwerp Neighbourhood Development Project / Nico Carpentier, Rico Lie, Jan Servaes 347

17 Working with Media in Areas Affected by Ethno-political Conflict / Georgios Terzis, Myria Vassiliadou 374.

Notes:

"Originally published by the United Nations Educational, Scientific and Cultural Organization (UNESCO)... under the original title: Approaches to development : studies on communication for development / directed by Jan Servaes."

Includes bibliographical references and index.

ISBN:

9780761936091

0761936092

OCLC:

269255312