The Conceptual Approaches to Development
Communication
Development communication
Definition of problem
Notion of culture
Notion of groups of reference
Notion of education
How are you communicating
Main notion of change
Expected outcomes
Duration of activity
The Diffusion Model( one-way
monologic communication)
Lack of information
Culture as an obstacle
Passive target audience
banking pedagogy
Messages to persuade
Individual behavior
Change of individual behavior,
numerical results
Short term and mid term
Participatory communication
Lack of stakeholder involvement/
engagement
Culture as a “ way of life”
Active target stakeholders
Liberating pedagogy
Social issues engaged problem
solving dialogue
Individual and social behavior, social
norms, power relations
Articulation of political and social
processes, sustainable change,
collective action
Mid and long term