Organisational Communication Essay

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Approaches to Development Communication Part 1 Jan Servaes (ed.) Paris: UNESCO 2002 Table of Contents By Way of Introduction J AN SE R V A E S I . Introduction 1. Communication and the Persistence of Poverty: The Need for a Return to Basics P RADIP THOMAS 2. Hybrid Interactions. Human Rights and Development in Cultural Perspective J AN SE R V A E S & C H R I S VE R S C H O O T E N 3. Media Globalization through Localization J A N SE R V A E S & RI C O L I E 4. Vertical Minds versus Horizontal Cultures. An Overview of Participatory Processes and Experiences A L F O N S O G U M U C I O DA G R O N 2 By Way of Introduction Jan Servaes Research Center ‘Communication for Social Change’ (CSC), K.U. Brussel All those involved in the analysis and application of communication fo r development - or what can broadly be termed “development communication” - would probably agree that in essence development communication is the sharing of knowledge aimed at reaching a consensus for action that takes into account the interests, needs and capacities of all concerned. It is thus a social process. Communication media are important tools in achieving this process but their use is not an aim in itself—interpersonal communication too must play a fundamental role. This basic consensus on development communication has been interpreted and applied in different ways throughout the past century. Both at theory and research levels, as well as at the levels of policy and planning-making and implementation, divergent perspectives are on offer. At the research and theory level this could easily be illustrated as follows: In her PhD-thesis Jo Ellen Fair (summarized in the journal Gazette, 1989) examined 224 studies of communication and development published between 1958 and 1986, and found that models predicting either powerful effects or limited effects informed the research.
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