Development Communication Sourcebook : Broadening the Boundaries of Communication

Mefalopulos, Paolo

Washington, DC : World Bank

关键词: ABBREVIATIONS;    ACTION PLAN;    ARTICLE;    ARTICLES;    AUDIOVISUAL PROGRAMS;   

DOI  :  10.1596/978-0-8213-7522-8
RP-ID  :  44636

学科分类：社会科学、人文和艺术（综合）

来源: World Bank Open Knowledge Repository

【 摘 要 】

This Sourcebook illustrates how theemerging paradigm in development communication, focused onparticipation and two-way communication, constitutes anecessary element in order to avoid the mistakes of thepast. It makes the case about the importance ofincorporating communication practices into the policies andpractices of development. It intends also to offer a broaderconception of communication that would take into accountother purposes and functions than the usual ones. The studyclaims that communication is not only about raisingawareness, informing, persuading, or changing behavior. Itis also about listening, exploring, understanding,empowering, and building consensus for change. This shouldresonate loud and clear for the reader. Two-waycommunication, used to understand, assess, explore, andfacilitate decision making related to change, combined withthe effective use of one-way communication approaches, hasbeen proven to significantly enhance results and thesustainability of development initiatives. This Sourcebookis intended to provide a small contribution in furtherpromoting the understanding and subsequent adoption of suchpractices, in any sector of intervention. To sum up, theseare the two key messages of this publication: (1) two-waycommunication, when used from the onset of a developmentinitiative, is not only a useful but also a necessaryingredient to enhance development initiatives and avoid thefailures of the past, and (2) two-way communication shouldbe applied professionally by specialists familiar with therich body of knowledge and the diverse range of methods,techniques, and tools of development communication.