Development Communication Sourcebook : Broadening the Boundaries of Communication
This Sourcebook illustrates how the emerging paradigm in development communication, focused on participation and two-way communication, constitutes a necessary element in order to avoid the mistakes of the past. It makes the case about the importan...
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| Format: | Publication |
| Language: | English en_US |
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Washington, DC : World Bank
2012
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| Online Access: | http://documents.worldbank.org/curated/en/2008/01/9658930/development-communication-sourcebook-broadening-boundaries-communication http://hdl.handle.net/10986/6439 |
| Summary: | This Sourcebook illustrates how the
emerging paradigm in development communication, focused on
participation and two-way communication, constitutes a
necessary element in order to avoid the mistakes of the
past. It makes the case about the importance of
incorporating communication practices into the policies and
practices of development. It intends also to offer a broader
conception of communication that would take into account
other purposes and functions than the usual ones. The study
claims that communication is not only about raising
awareness, informing, persuading, or changing behavior. It
is also about listening, exploring, understanding,
empowering, and building consensus for change. This should
resonate loud and clear for the reader. Two-way
communication, used to understand, assess, explore, and
facilitate decision making related to change, combined with
the effective use of one-way communication approaches, has
been proven to significantly enhance results and the
sustainability of development initiatives. This Sourcebook
is intended to provide a small contribution in further
promoting the understanding and subsequent adoption of such
practices, in any sector of intervention. To sum up, these
are the two key messages of this publication: (1) two-way
communication, when used from the onset of a development
initiative, is not only a useful but also a necessary
ingredient to enhance development initiatives and avoid the
failures of the past, and (2) two-way communication should
be applied professionally by specialists familiar with the
rich body of knowledge and the diverse range of methods,
techniques, and tools of development communication. |
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