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Organisational Communication Essay

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Below is an essay on "Organisational Communication" from Anti Essays, your source for research papers, essays, and term paper examples.

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.
Development communication in the 1958-1986 period was
generally greeted with enthusiasm and optimism:...

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