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Communication in economic development
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- Description:
- This study specifies the components of development communication and, having done so, proceeds to evaluate the various approaches to this conceptual formulation. Thus, it discusses the extension and community development approach, the ideological and mass mobilization method, the centralized mass media method, the localized mass media method, and the integrated approach. It concludes that since development communication is not simply concerned with the mere provision of information on development activities, it should not stop with conventional mass media. Rather, it must involve strong components of social organization and interpersonal and traditional modes and media if it is to succeed. 'This title represents the present stage in the evolution of an appropriate name for 'those communication actions geared towards enlisting full human participation and understanding of development activities'. One of the earliest names was communication in support of development (IB11975). The IBI was followed by UNICEF in 1976 which called it 'project support communication'. The most popular name among social scientists and especially aid agencies has been 'development support communication'. But today, communication specialists working in the area of development, for obvious conceptual and operational reasons, prefer the name 'development communication'.
- Date Issued:
- 1989-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- In this article, the author proposes that one way to minimize the rate of project failures is to establish rules which project managers would be required to follow. It is the view of this author that some of these rules may already exist in the form of project formulation guidelines. These guidelines are, in large part, based upon research in development. They include local participation, integrated development, basic needs, women in development, and appropriate technology. These guidelines, carefully followed, have the potential to lead to project success. The problem is that it is the rare project wherein these guidelines have been observed. Thus, the author contends that the codification of these guidelines and other related concepts into standard development rules followed by the establishment of a mechanism to ensure that these rules are adhered to, are the tools needed to dig out of the development crisis.
- Date Issued:
- 1992-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
3. Drama
- Description:
- Development has been synonymous with directed, purposeful progress equated with economic growth. As such, communication for development has been largely understood as persuading people to adopt cut and dried messages which direct progress, hence the concept of mass communication. Unfortunately, this gives communication an apparatus for manipulation and propaganda dissemination. The widespread failure of development projects may be attributed to this understanding and practice of communication in development as communication becomes a way of forcing receivers to adjust and adapt to ideologically mediated messages. This paper proposes drama as an efficacious tool for development support communication. Drama incorporates aspects of lived realities, supports progress in peoples' lives and effectively grips the audience's attention and commitment. Drama conscientises people on aspects of life such as environmental conservation, assists people in spreading and using technological advancement, assists in health, educational and other social efforts and programmes. In this way, drama provides a viable tool in development support communication and, as the paper shows, drama is natural communication which can ensure high impact yet low cost effects.
- Date Issued:
- 1997-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- The concepts development communication, non-development communication, development journalism and development support communication are often misunderstood. The confusion, according to this paper, becomes even more magnified in Africa due to lack of sufficient literature on the conceptualisation, definition and operational parameters of the concepts in question. The paper presents a historical account of the origins of the concepts and differentiates each from the other. The essence of the paper, however, is that the mass media if well applied, can facilitate the development process. In a bid to illustrate how this can happen, the paper outlines some approaches that can be adopted and how best to manage these strategies. Paramount in the process is the need to synchronise the issue to be dealt with, the audience for whom the communication message is intended, the nature of the media to be used, and the socio-political and economic context within which the media campaign is to be effected. The paper concludes that all four concepts are crucial for development in their own right. It, however, warns that their effective utilisation calls for high degrees of specificity in their formulation, planning and management.
- Date Issued:
- 1995-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This paper makes a case for the study of organizational communication as essential to development communication. It briefly traces the history of development communication and how mass media became synonymous with development communication. The assumptions underlying mass media's pre-eminence is revisited in order to make a case for organizational communication in an African environment. In the later sections, it describes a model for the study of development systems and organizational communication components.
- Date Issued:
- 1995-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This paper discusses a systemic approach to development information management at the grassroots. It proceeds by defining the term "systemic" and by re-deflning and/or reconceptualizing "grassroots" as a development concept. A systemic approach to information management at the grassroots must address not only rural areas but also urban peripheries. For effective grassroots information management, there must be a shift in focus from endusers to decision-makers. Horizontal communication channels must be harnessed to sensitize and activate all sectors of society for participatory decision-making at the grassroots.
- Date Issued:
- 1993-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This article discusses the concept of development communication and the role which communication can play in the development process. Using the Ugandan example, it shows how the broadcast media have been used for formal and non-formal education in select African countries. It reveals the potentialities and constraints of educational broadcasting in particular and broadcasting in general including technological underdevelopment, lack of financial and human resources, as well as political instability and upheavals.Mtumi
- Date Issued:
- 1990-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- This paper examines the search for reliable sustainable development models and approaches. It is also a re-exploration of old but persistent questions in the development equation: What is the role of communication in the development process, and how can marketing strategies be integrated with other promotional methods to engender sustainable development? It shows that development communication literature is replete with research reports, models, case studies and "thought pieces" which demonsrate that communication and the mass media are vital components of the development process, especially at the awareness creation level and with integrated multimedia approaches. Some works point out that at the attitude, opinion and behaviour change levels, the effects of communication and the mass media may not be much. The employment of integrated marketing communications in sustainable development projects is recommended.
- Date Issued:
- 1995-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review