Perspectives on Development Communication

The current thinking in development communication has shifted from the 'dominant paradigm' of innovation to a less 'top-down' approach which acknowledges the importance of a micro-level focus with coherent linkages to the macro level. It is now widely accepted that the development process requires full participation of the people if there is to be a commitment to development decisions. And development communication can play the important role of facilitating this wider involvement. This volume of eighteen original essays presents diverse viewpoints regarding the need for rethinking the effectiveness of existing development models and processes. The underlying concern is to reconceptualize development communication. The new model of communication presented by the editors of this volume addresses the transition from the 'top-down' approach to one which involves people at the grass-roots in development decisions. Among the issues explored by the contributors are inequality, dependency, development indicators, participatory approaches, message effectiveness, and the use of traditional media and modern communication technologies. The volume combines theoretical concerns with practical considerations relevant to development communication. It will constitute an important source of ideas for catalyzing communication patterns which can empower people at the grass-roots and create the context within which appropriate development policies and action programs can evolve. As such, this book will be of immense use to a wide audience ranging from those involved in development communication, sociology, and development studies to policy-makers, development activists, and HRD trainers.