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Development Communication

Going beyond mass media
by

Rocío Núñez Castellanos

on 27 August 2014

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Transcript of Development Communication

Going beyond mass media
Development Communication
By: Rocío Núñez Castellanos
Today's
News

Communication is a cross-cutting element of development projects' success
Common types of Strategic
Communication
in Development Organizations:
Case study:
Uyesu Community Radio in Koutiala, Mali
Questions ?
Experts
Beneficiaries
Decision Makers
Reciprocal and two-way Strategic
Communication
Intermediaries which bridge gaps between social actors, engage participation and translate messages to diverse audiences in an effective way and through specific media.
Strategic Communication is the most compelling tool for people’s empowerment, and a very important ally for communities' education.
Conveys agenda, makes achievements visible
Gives evidence about specific needs
Guides decision-making processes
Consolidates public policies
Facilitate dialog and mutual understanding among stakeholders
B
A
C
D
E
F
G
H
I
J
+
And...
Communicators
When emerged since projects' inception, communication interventions minimize both political and technical risks.
Raise awareness
Inform
Persuade
Change Behavior
Listen
Explore
Understand
Empower
Build consensus for change
Monologic
(one way)
Dialogic
(participatory)
Some examples of monologic communication
Corporate Communication:
Communicate mission and activities for external audiences
Internal Communication:
Facilitate flow of information within an institution/project.
Advocacy Communication:
Influence change at the public or policy level.
Development Communication:

Sustainable
change in development operations by engaging stakeholders.
Message
Why?
Communication is key to maximize the impact and outreach of sustainability projects, enhancing planning and results
Modernization
Dependency
Participation
Campaign to prevent, inform and raise awareness. Many children get burnt because people leave matches within their reach.
Copy: Leaving matches within reach of children is the third cause of burnt children in Mexico.
Campaign to raise awareness and behavioural change. Through biodiversity humans and nature are intrinsically interconnected, reminding us that our actions not only affect us, but the whole ecosystem.
Campaign to invite people to read more. Raise awareness + Changes behaviour.
Prevent
The same way you read subtitles, read anywhere you are.
Source: The millennial impact report, 2012
Communication strategies require
specialist
s at both the
theoretical
and
applicative
levels.
Objective:
Modernize underdeveloped countries by economic growth. Persuade and change attitudes and behaviours though mass media
Model:
Top-down, one-way, Sender-Message-Channel-Receiver (SMCR)
Channels:
Mass/Traditional media (TV, Radio, Press)
Objective:
To be an alternative to modernization that implicitly put the responsibility for the causes of underdevelopment exclusively upon the recipients, neglecting external social, historical, and economic factors.
Model:
Remained based on the linear,one-way model, even though it emphasized the importance of the link between communication and culture.
Channels:
Mass/Traditional media (TV, Radio, Press)
Objetive:
Sustainability and people’s participation. Essential in facilitating stakeholders’ engagement in problem analysis and resolution. It favours people’s active and direct interaction through consultation and dialog.
Model:
genuine two-way and horizontal communication principles and practices. In this model everyone can be the Sender, and everyone can be Receiver
Channels:
Traditional + Social Media
Elements of a
Communication Strategy
Broad Goal
SMART objective (specific, measurable, attainable, realistic, Time-bund, in a specific period of time)
Map of actors/Messages/Media and Channels
Internal/External scope, SWAT analysis
Communication Activities (Tactics)
Work Plan/Timetable
Measurements of success (Monitoring and Evaluation)
“Development is about change and change cannot occur without communication.” (Paul Mitchell, 2005)
Participatory approaches and participatory communication approaches are not the same thing
Assess
One last thought...
DEFINITION of Development Communication

Interdisciplinary field based on empirical research that helps to build consensus while

facilitates the sharing of knowledge to achieve positive change in development initiatives. It is not only about effective dissemination of information but also about using empirical research and two-way communication among stakeholders.
Monologic
+
Dialogic
Information
Dissemination
Awareness
Education
Media
Stakeholders participation and involvement
EMPOWERMENT
By involving the poor in the assessment of problems and solutions, by engaging them and not just the experts, in the decision-making process, and by making the voices of the poor heard, strategic communication can address and reduce one key dimension of poverty:
social exclusion
.
We all have different perceptions of reality our work as specialists is to conciliate those perspectives


Rocío Núñez
rocio.nunez.castellanos@gmail.com
@
CoResponsable
Thank you!
(Mefalopolus, 2008)
(Mefalopolus, 2008)
1.Food and Agricultural Organization. 2007. World Congress on Communication for Development: lessons, Challenges, and the way forward. Washington, D.C.: The World Bank.
2.Locksley, G. 2007. The media and development: what's the story? World Bank Working Paper 158. Washington, D.C.: The World Bank.
3.Manda, D.M.D. 2007. "Understanding development in the Third World: How communication can enhance development" in Policy & Practice: A Development Education Review.
4.Mefalopolus, P. 2008. Development Communication Sourcebook. Broadening the Boundaries of Communication. Washington, D.C.: The World Bank.
5.Spitfire Strategies. 2012. Smart Chart. Washington, D.C. : Spitfire. Available at: http://www.smartchart.org/ (Accesed: 2 November 2012)
Biography
Full transcript