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Communication for Development and Social Change
First Edition
Edited by:
- Jan Servaes - University of Massachusetts, Amherst, USA
January 2008 | 428 pages | SAGE India
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.
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.
Jan Servaes
Introduction
I: INTRODUCTION
Pradip Thomas
Communication and the Persistence of Poverty: The Need for a Return to Basics
Jan Servaes and Chris Verschooten
Hybrid Interactions: Human Rights and Development in a Cultural Perspective
Jan Servaes and Rico Lie
Media Globalization through Localization
Alfonso Gumucio-Dagron
Vertical Minds versus Horizontal Cultures: An Overview of Participatory Process and Experiences
II: THE THEORETICAL UNDERPINNINGS OF APPROACHES TO DEVELOPMENT COMMUNICATION
Sujatha Sosale
The Panoptic View: A Discourse Approach to Communication and Development
Royal D Colle
Threads of Development Communication
Jan Servaes and Patchanee Malikhaoc
Development Communication Approaches in an International Perspective
Robert Huesca
Tracing the History of Participatory Communication Approaches to Development: A Critical Appraisal
III: COMMUNICATION POLICIES, STRATEGIES AND EXEMPLARS
Jan Servaes
Communication for Development Approaches of Some Governmental and Non-Governmental Agencies
UNESCO
UNESCO`s Contributions to Cultural Diversity and Communication for Development
Gary Coldevin
Making a Difference through Development Communication: Some Evidence-based Results from FAO Field Projects
Neill Mckee, Erma Manoncourt, Chin Saik Yoon and Rachel Carnegie
Involving People, Evolving Behaviour: The UNICEF Experience
IV: SPECIAL CASE: HIV/AIDS CAMPAIGNS
Rico Lie
Rural HIV/AIDS Communication/Intervention: From Using Models to Using Frameworks and Common Principles
Patchanee Malikhao
Religion and HIV/AIDS Prevention in Thailand
Thomas Tufte
Fighting AIDS with Edutainment: Building on the Soul City Experience in South Africa
V: MORE COMPLEXITY ADDED: COMMUNITY MEDIA AND CONFLICT RESOLUTION
Nico Carpentier, Rico Lie and Jan Servaes
Making Community Media Work: Community Media Identities and their Articulation in an Antwerp Neighborhood Development Project
Georgios Terzis and Myria Vassiliadou
Working with Media in Areas Affected by Ethno-political Conflict
Jan Servaes
Conclusion
Rico Lie, Jan Servaes and Adinda Van Hemelrijk
Basic Bibliography
Index
This volume not only provides a broad-based introduction to the field of development communication but also adds rich empirical detail and important theoretical insight to this often undervalued field. This volume will be of great use to all those with an interest in communication and development and particularly to the growing number of students in development communication.
This collection offers perceptive insights and precise examples to prove that the field of communication for development and social change is indeed vibrant.
