1 September 2008
According to a West African Manual on "Participatory Development Communication", unless people participate in all phases of an intervention, from problem identification to research and implementation of solutions, the likelihood that sustainable change will occur is slim. Development communication is at the very heart of this challenge. The manual argues that though the term is sometimes used to indicate the overall contribution of mass media to the development of society, it is the planned use of strategies and processes of communication aimed at achieving a specific goal that has attracted academic attention.
But is development communication all about using mass media channels? Within the perspective of development communication, two trends have emerged; firstly, an approach that favours the use of mass media and an approach that promotes community participation in small-scale projects. Proponents of the latter empahise the use of interpersonal communication ( videos, posters and slide presentation and or one-on-one) to achieve results.
Read more [AllAfrica.com]