Communication for Development

1
Communication for Development

• Riccardo del Castello
• Communication for Development Officer
• FAO, Rome

2
Outline

• What is ComDev?
• Key principles functions
• Historical background
• Definitions and approaches
• Video Sharing Knowledge
• ComDev media and tools
• Rural radio
• Participatory video

3
What is ComDev?

• Communication for Development (ComDev) is a
  social process based on dialogue using a broad
  range oftools and methods. ComDev is about
  seeking change at different levels including
  listening, establishing trust, sharing knowledge
  and skills, building policies, debatingand
  learning for sustained and meaningful change.
• World Congress on Communication for Development,
  Rome 2006

4
What is ComDev?

• Not a simple top-down flow of information to
  passive audiences - goes beyond information
  dissemination
• Involves participatory methods and tools
  (traditional local media, rural radio, ICTs)
• Facilitates active participation and stakeholder
  dialogue
• Special attention to media convergence and
  theenhancement of local capacities for planning
  and implementing communication processes
• A process which recognizes audiences as
  discerning groups with differing needs and
  perspectives

5
Origins of Communication for Development
ComDev as a research and practice field, has
closely followed the evolution of Third World
development paradigms (from top-down, western
oriented theories about the causes of and
solutions to underdevelopment, to the
recognition of community participation as a key
to sustainability. Non- linear evolution -
different theories, concepts and practices that
originated under different paradigms have
continued to coexist and span the continuum from
the diffusion/persuasion model to the
participatory empowerment model.
6
Origins of Communication for Development
Modernisation Visualizes development in terms of
a progressive movement towards technologically
more complex and integrated forms of modern
society.
Information moves out in a linear fashion from
senders to receivers with relatively limited
participation of the receiver.
Change in ideas Behavior change Rogers
(1962), Schramm (1964) and Lerner (1958)
7
Origins of Communication for Development

• Alternative models
• Criticism from Latin American researchers
  (Freire, Beltran, Gumucio) - top-down methods
  tend to locate the problem in the underdeveloped
  nation rather than its unequal relations with
  powerful economies.
• Assumption that Western models are appropriate
  for all parts of the world.
• Development communication failed to address the
  real underlying problems in poor countries such
  as lack of access to land, agricultural credits
  and fair market prices for products

8
Origins of Communication for Development

• Development programmes of the 1960s have failed
  due to
• Lack of information about the strategies being
  developed
• Lack of trust and confidence about the process
• No effort to promote continued engagement and
  regular feedback from stakeholders/partner
• So-called participatory exercises too often mere
  public information campaigns

9
Participation in decision making

• Passive Participation Be told and follow.
• Participation in Information Giving answering
  questions.
• Participation by Consultation conclusions may
  be modified in the light of people's responses.
• Participation for Material Incentive
  Participate by providing resources, for example
  labour, in return for food.
• Functional Participation Participate by forming
  groups to meet predetermined objectives.
• Interactive Participation for joint analysis,
  leading to action plans. Groups take control over
  decisions.
• Self-Mobilization Participate by taking
  initiative independent of external institution to
  change systems.
• (Jules Pretty, 1995)

10
In development

• Advocacy
• Dialogue
• ICTs for development
• Stakeholder engagement
• Involvement and participation
• Development Communication

11
Defining communication for development

• A multitude of terminologies
• development support communication
• development communication
• participatory development communication
• information-education-communication (IEC)
• communication for social change
• information, communication for development (ICD)
• project support communication
• rural communication
• social marketing

12
Most common approaches
Social marketing - the systematic application of
marketing to achieve specific behavioral goals
for a social good (immunization campaigns,
sanitation, ) Advocacy To promote a specific
issue or agenda, generally at a national level.
It is often directed at changing policies or
supporting policy-making changes. Information
dissemination and campaigns - The dissemination
of information to fill specific knowledge gaps
through media campaigns, often using a mix of
different media. Information, education, and
communication (IEC) - a broader set of tactical
approaches aimed at disseminating information and
educating large audiences. It is based on the
linear transmission model where information is
disseminated through a number of media.
13
Most common approaches
Education and training - applied in programs
requiring instructional design, usually based on
an interactive modality, often at an
interpersonal level. Educational approaches are
generally aimed at increasing knowledge and
comprehension, while training approaches are
usually focused on improving professional
skills. Institutional strengthening is directed
at strengthening the internal capacities of an
institution and eventually also at positioning
and improving its image with external
audiences. Social mobilization - a systematic
effort to involve the community to take active
part in the resolution of specific issues related
to their well-being. (groups designated to
participate in the decision-making process and to
follow up on specific issues, such as monitoring
the activities indicated by a project work plan).
14
Key ComDev Principles

• Inform populations on new ideas and new
  techniques
• Assess the needs of the beneficiaries
  
  
  
  
• Adapt the message to the needs
• Adapt the message, and the media to the targeted
  groups
• Multimedia approach

15
Key ComDev Principles
Fostering dialogue and mediation
Convergence andlocal appropriationof
technologies
Strengthening local knowledgeand communication
processes
16
ComDev Functions

• Social promote participation and collaborative
  action, dialogue and consensus building,
  facilitate situation analysis, decision making,
  planning and management, enhance local knowledge
  and culture,
• Educational provide training support in
  decision making, technical issues and knowledge
  exchange, enhance mutual learning.
• Institutional - Improve linkages and strengthen
  dialogue between policy makers, institutions and
  small farmers / local communities, International
  organizations.

17
Video Documentary

• Sharing Knowledge
• FAO , 1996

18
ComDev Methodologies

• Interpersonal / group communication
• Traditional communication means
• Mass media
• Face to face meetings
• Demonstrations

19
ComDev Methodologies

20
Factors influencing communication outcomes

• Power and control Knowing how influence is
  distributed in a group
• Ownership of the process local customs,
  structures and systems should be consulted or
  referenced
• Participation as an accepted cultural process
  inclusion (or exclusion from a process) is
  dependent on cultural and social norms, beliefs
  and practices

21
Factors influencing communication outcomes

• Stakeholder involvement international, regional
  national, local. (i.e. indigenous communication
  systems and mixed-media approach)
• Uptake by individuals (and communities) Each
  group takes up ideas and change differently
  innovators, early adopters, early majority, late
  majority, lagers. Communication efforts should
  take into account their characteristics and
  timing.
• Communication costs and benefits processes
  require analysis from social, temporal and
  monetary perspectives, (i.e. selecting the most
  appropriate approaches for that specific context
  and objective)

22
ComDev Media

• Community Rural Radio
• Audiovisual Pedagogy and Participatory Video
• Local appropriation of ICTs (Information and
  Communication Technologies)
• Traditional and Local Media

23
Rural Radio
24
Rural Community Radio

• Radio for the rural areas - broadcasting
  agricultural topics to a specific audience
• Community Radio - differs from the other two
  predominant communication models public and
  commercial
• Rural radio and Community radio
• FM radio stations established to broadcast to a
  local and predominantly rural audience

25
Characteristics of Rural, Community Radio

• Access, public participation in production and
  decision making, audience support and financing.
• The management of the station is in the hands of
  those who use it and listen to it
• Structure facilitates participation (volunteer
  work, targeted topics, opportunity for training,
  audience feedback)
• It has a local focus

26

• Long standing commitment to the development of
  rural radio
• 1966 -1988 radio clubs and support to rural
  radios in Africa (Congo, Mauritania, Guinea,
  Chad)
• 1993 Re-launching rural radio activities in Mali
• 1994-1995 Rural radio methodology in Niger and
  Guinea Bissau
• 1996 International meetings on rural radio in 27
  countries of Africa
• Development of participatory interactive
  methodology
• 1997-2001 4 local community radios in Southern
  Mali
• 1997-2002 Assessment of ICTs potential to
  strengthen Rural Radio
• 2000 Methodology for monitoring, evaluation and
  content analysis

27
Rural Radio

• Management Steering committee made up of
  community representatives
• Staff Director, secretary, 2-3 technicians,
  producers, animators
• On-air time 10/12 hours/day
• Programming Agricultural topics, local and
  national news, culture, entertainment,
  personal announcements

28
Rural Radio Methodology

• Integration Rural radio stations must integrate
  a large number of concerns and themes related to
  rural development.
• Interdisciplinarity Rural radio production teams
  must represent and engage a range of topics and
  approaches

29
Rural Radio Methodology

• Interactivity Programming is based on the
  concerns of the rural world and is developed in
  the form of an ongoing dialogue with the
  community.
• Sustainability Appropriate and effective legal,
  institutional and administrative framework are
  required for the proper management of the rural
  radio stations.

30
Impact
Outreach Increased participation of community
members to radio activities and programming.
Content Programming more responsive to
audience needs. Awareness HIV-AIDS, hunting
licenses, fuelwood regulations, gender issues
Capacity building Technical, radio station
management, social analysis Sustainability
Institutional framework and direct contribution
of community. Ownership and partnerships
31
Video Documentary

• Lalbero che parla
• La Radio Rurale in Mali
• FAO/Tipota movie company
• 2008

32
Participatory Video

• A set of techniques to involve a group or
  community in creating their own film to explore
  issues and voice concerns.
• The process is more important than the product
  itself.
• It makes issues visible by enabling a or
  community to take action to solve their own
  problems and to communicate their needs and ideas
  to decision-makers/ other groups
• A highly effective tool to engage and mobilise
  people, and to help them shape their own forms of
  sustainable development based on local needs.

33
Participatory Video

• Steps in PV
• Participants rapidly learn video skills through
  games exercises.
• Facilitators help groups identify analyze their
  important issues
• Short videos messages are directed filmed by
  participants.
• Footage is shared with the wider community at
  daily screenings.
• A dynamic process of community-led learning
  exchange is set in motion.
• Communities always have full editorial control. 

34
Video Documentary
Participatory Video In Gambia and Sierra
Leone Nov. 2011
35
ComDev in FAO - OEKR

• Office of Knowledge Exchange, Research and
  Extension (OEK)
• Focal point providing normative / technical
  advice in ComDev to FAO units and member
  countries
• OEKR Mission
• To contribute to the strengthening of inclusive
  agriculture innovation systems that respond to
  the needs of small producers by
• providing policy advice to member countries and
  donors
• promoting partnerships at all levels
• supporting capacity development for rural
  knowledge institutions and decision makers.

36
ComDev in FAO Priority Areas

• Natural Resources Management, Climate Change
  Adaptation and Disaster Risk Reduction
• Food and Nutrition Security
• Agricultural Innovation
• Crosscutting issues
• Capacity Development
• Knowledge Sharing
• Gender Equity Issues

37
Rural and Agricultural ComDev Network (RADCON)

• Objective
• Strengthen communication links among rural
  actors,to benefit farmers and agribusinesses at
  village level
• Internet-based, community-oriented
  agriculturalknowledge system active in Egypt
  since 2004
• Results
• 50 resource-poor communities, 96 extension
  centers,52 research institutes and 5 faculties
  of agriculture covered
• 115 facilitators trained to engage local
  communities in generating and sharing knowledge
  through the system
• online and offline support provided to
  facilitators by a network of mentors and subject
  matter experts

www.radcon.sci.eg
38
Food Security Programme (FSCA/PISA) in West Africa

• Overall objective
• Build capacity among farmers organizations to
  increase sustainable production and food
  security, mainly through improving agricultural
  processes and marketing
• 7 countries The Gambia, Guinea, Guinea Bissau,
  Liberia, Mali, Senegal and Sierra Leone
• FSCA/PISA ComDev component
• Support knowledge and information sharingon new
  practices, technologies, lessons learned
• Enable farmers to articulate their needs in the
  context of local community development
• rural radio, participatory video, village
  gatherings

www.fcsa-pisa.org
39
Thank you!