Wednesday, 4 February 2015

Basic Principles of Development Communication


Dialogic —Dialog is the heart of the new communication paradigm.  Development communication should foster dialog to facilitate mutual under­standing, to assess the situation, and to seek wider consensus.Professionally directed, dialog is an invalu­able research tool and is absolutely to build trust, optimize knowledge, minimize risks, and reconcile different positions. 
Inclusive—This methodological frame work might focus only on selected groups of stake­holders. Omitting a group on a basis that might not seem rel­evant can cause problems. Two-way communication should always pay special attention to groups that are marginalized or at a disadvantage in society. Gender issues are always a primary concern in this context, as well as issues related to the poor, or any other vulnerable group.
Heuristic The heuristic and explorative scope of development communication, strengthened by its analytical and dialogic features, constitutes its main value-added in addressing and rectifying the past fail­ures in development.

Analytical—It conclude large amount of its work, such as the assessment of political risks and opportunities, the effectiveness of diffusion and dissemination activ­ities  and it we know how effectively people are empowered to voice their perceptions and opinions.
Participatory Only genuine communication can facilitate effective participation,and there are  different types of participation. 
Levels of Participation and Communication
Participation Level
Basic Features Related to Communication
Information sharing
One-way communication—basically, people are included by informing them about what is being done.
Consultation
Primarily one-way communication with a stronger emphasis on feedback—stakeholders provide their input but do not have a significant say in the decision-making process.
Collaboration
Two-way communication supporting open interaction in
decision making—input in decision making is balanced.
Empowerment
Transfer of control over decisions and resources—two‑
way communication ensures shared decision making.
Inter disciplinary—A development communication body of knowledge includes a number of principles borrowed from other disciplines such as ethnography, sociology, political economy, adult education, and marketing.
Strategic—The principle of strategy emphasizes the professional and timely application of communication techniques and methods to achieve intended objectives.  

Persuasive In development communication, persuasion can be used to induce voluntary changes in individuals. Persuasion should be based on accurate infor­mation and within a context of two-way communication. 

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