This publication falls in the tradition of critical analyses of the
use of communication media, resources and techniques in societal development
and human change.
The co-authors put their deep knowledge and rich experience to good
use in Communicating for Development. Colin Fraser is regarded
as one of the leading proponents of development communication; he
has worked and written on the use of communication for development
in such areas as agriculture, rural development, environment and child
welfare and development. Sonia Restrepo-Estrada also possesses considerable
experience in the application of communication in health, nutrition,
children's rights and rural development. The authors perspective on
the use of communication for development is seen very early in the
book when they state in the introductory chapter: "A prime
factor in fostering change and development can be the planned and
systematic use of communication to help individuals, communities,
and societies to accept and introduce change" (p. 4).
The book is presented in three parts. Part I treats the theoretical
and conceptual issues relating to "communicating" for change.
Part II, which forms the bulk of the book, consists of five case studies
summarizing practical applications of communication in various aspects
of societal and human change. Part III presents a "communication
agenda" for the coming century.
Theoretical conceptual issues
Part I discusses the need for human change and societal development
to create a sustainable and better future and how communication can
support these processes. The opening chapter, "the Panorama
for Change", examines the need for change among policy-makers;
service providers or more conventionally called change agents (such
as teachers, health and agricultural extension workers); and individuals.
The chapter also refers to major international conferences organised
by the United Nations in the 1990s which, the authors argue, "all
implicitly called for major change and development and the use of
communication to help achieve them" (p. 34). Chapter 2, "Why
Communication", gives a succinct account of the origins,
evolution and refinement of the concept of communication for development.
Presented in some detail in this chapter is the pioneering role of
the late Erskine Childers in generating and gaining acceptance by
a number of U.N organizations in the 1960s that communication and
information could assist in implementing development projects.
The case studies
Part II presents case studies of how communication has been used
to promote development and social change at the global, national and
local levels. These case studies are (i) the global social mobilization
for child immunization launched in the 1980s by UNICEF; (ii) communication
strategies for rural development in Mexico which were carried out
from 1978 to 1995; (iii) two early uses of radio for information and
education in rural areas: The Archers - An Everyday Story of Countryfold,
the long-running dramatised radio series launched by the BBC in 1951,
and Radio Sutatenza and Accion Cultural Popular in the Andes in Colombia;
(iv) communication for population and family planning programs in
several countries in Latin America, Asia and Africa; and (v) the Tambuli
community radio project in the Philippines. As the authors see it,
these five detailed and insightful case studies "show how well-planned
and well-executed communication has been a powerful force in helping
societies achieve social aims and adapt to changing circumstances"
(p. 65).
Guidelines for using communication for change and development
In Part III, the authors identify the common elements in the case
studies and delineate a number of possible guidelines for using communication
in change and development in the next century. As its title suggests,
Chapter 8, "Towards Successful Communication Strategies",
brings together the common factors which made the case studies success
stories and which are key determinants of effective use of communication
and information in development and change. The factors are stressed
in every publication on communication for development worth its salt
and include strategic planning, multi-media approaches, appropriate
communication materials and hardware, well-trained human resources,
management, monitoring and evaluation. In Chapter 9, the authors bemoan
"the almost world-wide lack of coherent polices that link communication
to change and development" and argue for the importance of formulating
such policies. Chapter 10 concludes the book with "A Framework
for Action" for major issues such as population, environment,
children's rights and building civil society which "have implications
for the future of humankind and the planet, and which call for concerted
efforts to facilitate change at national, regional, local, family
and individual level" (p. 271). In the final section, the authors
note that communication "can no longer be treated like the fifth
wheel on a car-nice to have, but something of a luxury. Communication
needs to be converted into the steering wheel to help guide the enormous
changes necessary by those responsible for national policies, by institutions,
societies, communities and groups." (p. 283).
All in all, Communicating for Development is well written,
comprehensible and devoid of scholarly and academic jargons. The authors
cite many anecdotes from their personal experience and stories of
"individuals ... who catalyse important development initiatives"
to illustrate and enliven the discussion.
Scholars, teachers, students and practitioners alike will find Communicating
for Development of considerable help and a very useful addition
to the existing literature on communication and social development.
Kwame Boafo
Communication Division
UNESCO Paris
![[ADEA logo]](../../pics/top_main.gif)
![[Table]](../../pics/top_right.gif)
![[ADEA Newsletter Image]](../../pics/newsletter.jpg)
