Participatory Communication : APractical Guide

Tufte, Thomas ; Mefalopulos, Paolo

World Bank

关键词: ACTION PLAN;    ADULT EDUCATION;    ADULT LITERACY;    ADVERTISING;    BEHAVIORS;   

DOI  :  10.1596/978-0-8213-8008-6
RP-ID  :  49927

学科分类：社会科学、人文和艺术（综合）

来源: World Bank Open Knowledge Repository

【 摘 要 】

Many communication practitioners anddevelopment workers face obstacles and challenges in theirpractical work. A participatory communication strategyoffers a very specific perspective on how to articulatesocial processes, decision-making processes, and any changeprocess for that matter. Participatory approaches arenothing new. However, what is new is the proliferation ofinstitutions, especially governmental but alsonongovernmental organizations (NGOs) that seek participatoryapproaches in their development initiative. This guideconcerns to provide perspectives, tools and experiencesregarding how to go about it with participatorycommunication strategies. It is conceived as a guide to beof relevance and utility for development workers in thefield. It is targeted at both at government and theirofficials, the World Bank staff, and at civil society. Theparticular relevance of this guide is three-fold: 1) placingthe practitioner debate about participatory communicationwithin a conceptual framework, allowing the practitioner whoreads this to position him or herself conceptually,understanding some of the possible implications of optingfor one or another strategic approach in their use ofcommunication; 2) providing an introduction to the use of aparticipatory communication approach to specific developmentprojects as well as illustrating the use of participatorycommunication in broader social change processes; and 3)drawing generic lessons learned from the experiences withparticipatory communication.