Communication for Development and Social Change

ISBN-10: 0761936092
ISBN-13: 9780761936091
Edition: 2nd 2008
Authors: Jan Servaes
List price: $72.00
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Description: This volume underlines that development communication: - Is, first and foremost, about people and the process needed to facilitate their sharing of knowledge and perceptions in order to effect positive developmental change. - Is based on  More...

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Book details

List price: $72.00
Edition: 2nd
Copyright year: 2008
Publisher: SAGE Publications, Incorporated
Publication date: 1/5/2008
Binding: Paperback
Pages: 356
Size: 7.50" wide x 9.25" long x 1.00" tall
Weight: 1.496

This volume underlines that development communication: - Is, first and foremost, about people and the process needed to facilitate their sharing of knowledge and perceptions in order to effect positive developmental change. - Is based on dialogue, which is necessary to promote stakeholders' participation. Such participation is needed in order to understand stakeholder perceptions, perspectives, values, attitudes and practices so they can be incorporated into the design and implementation of development initiatives. - Follows the two-way, horizontal model and not the traditional one-way, vertical model of Sender-Message-Channel-Receiver and increasingly makes use of emerging many to many forms of communication made possible through new technologies. - Gives 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. - Recognizes that reality is largely socially constructed-and thus culture-specific. The implications are that there can be different realities (or different perceptions of the same reality) for the same situation according to specific groups' perceptions and needs. Thus the role of development and by extension communication is not to "impose" the correct reality, but rather to foster dialogue to facilitate mutual understanding among different perspectives. - Uses a number of tools, techniques, media and methods to facilitate mutual understanding, define and bridge differences of perceptions, and take action towards change, according to the particular needs of the development initiative. These tools and techniques should be used in an integrated way and are most effective when used at the beginning of development initiatives.

Jan Servaes is the UNESCO Chair in Communication for Sustainable Social Change at the University of Massachusetts, Amherst.

List of Tables
List of Figures
List of Boxes
List of Abbreviations
Introduction
Introduction
Communication and the Persistence of Poverty: The Need for a Return to Basics
Hybrid Interactions: Human Rights and Development in a Cultural Perspective
Media Globalization through Localization
Vertical Minds versus Horizontal Cultures: An Overview of Participatory Process and Experiences
The Theoretical Underpinnings of Development Communication
The Panoptic View: A Discourse Approach to Communication and Development
Threads of Development Communication
Development Communication Approaches in an International Perspective
Tracing the History of Participatory Communication Approaches to Development: A Critical Appraisal
Communication Policies, Strategies and Exemplars
Communication for Development Approaches of Some Governmental and Non-Governmental Agencies
UNESCO's Contributions to Cultural Diversity and Communication for Development
Making a Difference through Development Communication: Some Evidence-based Results from FAO Field Projects
Involving People, Evolving Behaviour: The UNICEF Experience
Special Case: HIV/AIDS Campaigns
Rural HIV/AIDS Communication/Intervention: From Using Models to Using Frameworks and Common Principles
Religion and HIV/AIDS Prevention in Thailand
Fighting AIDS with Edutainment: Building on the Soul City Experience in South Africa
More Complexity Added: Community Media and Conflict Resolution
Making Community Media Work: Community Media Identities and Their Articulation in an Antwerp Neighbourhood Development Project
Working with Media in Areas Affected by Ethno-political Conflict
Conclusion
Bibliography and Select Readings
About the Editor and Contributors
Index

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