This book presents the perspectives of some of the main players, both academics and professionals, in communication for sustainable development and social change so as to provide valuable lessons for future generations of change agents. It places emphasis on both the theoretical foundation and practical applications and ethical concerns in communication for development and social change. Most of the available historical accounts in development communications make a distinction between the modernization paradigm, the dependency paradigm and the multiplicity or participatory paradigm. These historical accounts have been dominated by framing developments within these paradigms, as the logical offspring of the Western drive to develop the world after colonization and the Second World War. The subsequent collapse of the Soviet Union in the late eighties, together with the rise of the U.S. as the only remaining ‘superpower,’ the emergence of the European Union and China, the gradual coming to the fore of regional powers, such as the BRICS countries, and the recent meltdown of the world financial system has rendered disastrous consequences for people everywhere. This book responds to these changes and challenges in presenting a rethinking of the “power” of development, and consequently the place and role of communication in it. It is aimed at both emerging research students, policymakers and social research practitioners who are interested in the history of communication for development and social change and the role and place of mayor players in it. This is most applicable to the political and educational sector, as well as scholars of history, social work, and human rights. The book will provide valuable insights for beginners in these fields who are not yet familiar with the increasingly important and emerging field of global social change.
Author(s): Jan Servaes
Series: Communication, Culture and Change in Asia, 7
Publisher: Springer Singapore
Year: 2021
Language: English
Pages: 267
City: Singapore
Contents
Editor and Contributors
Acronyms
List of Figures
List of Tables
Introduction: The Murky Beginnings and Confusing Guidelines of a “Do-Good” Ideology
References
Is It Government Communication or People Communication?
Development as Learning
What or Who is Government?
Three Communication Concepts for Development
Is Government Public Information Development Communication?
Who is a Development Communicator?
Relationship Between Human Rights and Development Communication
Who Are the People?
Development Communication Policies
References
A Personal Account of the History of Devcom: Beginning in 1964
Introduction
My First Exposure to Devcom Was in the Philippines
Universiti Sains Malaysia
New World Information and Communication Order
Folk Media
Conclusion
References
Communication for Development: Looking Backward, Looking Forward
Introduction
My Work in Communication and Development Research (1965–2020)
Reflection on Doing Research
Beginning of Communication Study and of Development Communication
The Millennium Project: Present Focus 2000–2020
Some Lessons from Small Social Enterprises
Video Volunteers: Bringing News to Villages (India)
Ikamva Youth: Helping Poor Youth to Go to College (South Africa)
Operation ASHA: Free TB Clinics for the Poor that Succeed (India and Cambodia)
The Future of Communication for Development and Change
References
The Beginnings of DSC in FAO
Introduction
The Birth of DSC
The Environment
Gender Diversity
Recognition at Last
Reasons for Success
Downgrading
Lessons Learned
Academic Training
Research and Evaluation
Indigenous Knowledge and Culture
The Special Requirements of Women
Political Space and Context
Conclusion
References
Communication Planning Recalled
Introduction
Beginnings
UNESCO
Communication Planning
Back to … UNESCO
Politics and Policies
Policies and Planning
PROCEED
Post UNESCO
Epilogue
References
A Personal Encounter: Some Reflections on Communication for Development and Social Change
Participatory Communication Research
Communication and Human Values
Communication and Change (Honolulu, 1987)
A More Systematic Overview
Technological Determinism
Where to Go from Here?
References
Understanding the Promise of Communication for Social Change: Challenges in Transforming India Towards a Sustainable Future
Introduction
Growing Inequality as a Challenge to Human Development
Glaring Gender Gap in Development
Converging Media and Social Movements for Sustainable Development
Challenges for Communication in Sustainable Development
References
Participatory Environmental Communication: Pedagogy and Practice
Introduction: The Role of Communication in Social Change
Lessons in Being a Good Communicator for Social Change
Participatory Environmental Communication
Pedagogy and Practice
The Project
Whose Knowledge?
Who Will Participate?
Barriers to participation
Diversity Mapping Tool
Choosing the Right Fit
Equipment
The Process
Project Design
Facilitator’s Role
DNA Framework as an Evaluation Tool
Message Dissemination
Research and Ethical Issues
Conclusion
References
The Development of Documentary in Post-1990s China
Introduction
Post-“New Documenting Movement” Civilianization Perspective
Innovative Experiments
Internationalized Creation and Diversified Platform
Conclusion
References
Sure Ducks: What I Learned in the Village
How it started
Case no. 1 William Trader: The Children Leave For School
Typology of Development Field Worker Attitudes and Roles
Roles: Social Broker, Social Advocate, Social Mobilizer
References
Growing up with and Within an Emerging Field: A Professional-Personal Development Story
A Personal Introduction
Four Personal Cornerstones—The Basis for My Approach and Practice
My Values—My Filter for Decisions, Advice and Evaluation
Developing My Core Approaches to Work with Communication for and in Development
For Sustainable Change, Ownership Is at the Core and the Agenda Should Be Set by People Themselves
Building on Existing Experience and Strengths Generates Empowerment—and All that Comes with It
Developing a Critical Consciousness, Understanding Your Own Space in the World—Basis for Change
International Networking to Develop Strength Through Knowledge and Experience Sharing and Solidarity
Systematizing Experience—A Reflected and Reflecting Practitioner
Development of a Field: Communication and Media at the Service of People’s Empowerment, Rights and Democracy
Communication for Development (C4D) and Communication for Social Change (CfSC)
Building up a ‘Development Communication Unit’ Inside the ILO
The Dilemma Between Being Flexible to Match Needs and the Formalisation of Project Planning
Communication for Social Change—The Interrelation Between Individual Change and the Collective
Alternative and Community Communication
Media Development
Building the Capacity of the Media Houses and the Actors Inside Them
Strengthening the Capacity, Sustainability and Journalistic Quality of Media in-House
A National Vision for Strengthening the Capacity, Sustainability and Quality of Media
Having Grown up with and Within an Emerging Field…
Power/Poder: Working Class Organizing, Confronting Race and Ethnic Hatred
Introduction
Holyoke, MA
The Outcome
What Are the Takeaways?
Rethinking Social Change and Development Communication in Africa
Introduction
The Pioneers of African Development and Social Change Communication
Latter-Day Scholars
Social Change and Political Development in Africa
Development and Modernization in Africa
Modernization
The Role of Communication in Social Change
Great Communicator for Social Change in Africa
Our Involvement in Communication and Social Change
Our Success Stories
Three Failed Projects
What to Do Differently
Advice to the New Generation
The Power of Development
Conclusion
References
Twenty Years of Communicating Social Change: A Southern African Perspective on Teaching, Researching and Doing
Introduction
Theoretical Background
From ‘Development’ to ‘Health Promotion’
Indigenization: Teaching and Theory
Community Radio
Modernizing Health (HIV) Communication for Local Responses
Donor Agencies Advancing the Health and Development Agenda for HIV Prevention
Participatory Health Methodologies: Amplifying Local Community Responses
Indigeneity: Researching and Doing
Conclusion
References
RNTC—Latin America: Lessons Learnt During Three Decades of Educational Communication for Development
Introduction
Communicative-Pedagogical Bases
Communication for Development
Consequences for the Practice of Communication for Development
The Radio Experience
The Complexity of the Medium
Educational Communication
Production
A Pedagogical Memory
Educational Communication Is Either a Matter of Human Relationship, or It Is Nothing
References
Conclusion: Some Suggestions for Communication for Development and Social Change
Introduction
World Congress on Communication for Development
Communication and Culture for Sustainability and Climate Change
The Gap Between Theory and Practice, Between Academics and Their ‘Field’
No Sustainable Development Without Communication
References
Index
