What is Communication for Development?
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What is Communication for Development?

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This presentation is part of the Food and Agriculture Organization of the United Nations (FAO) learning kit “Communication for Agriculture Disaster Risk Management. A resource kit for field ...

This presentation is part of the Food and Agriculture Organization of the United Nations (FAO) learning kit “Communication for Agriculture Disaster Risk Management. A resource kit for field projects”. It was prepared by Maria Protz, Communication for Sustainable Development Initiative (CSDI) Regional Coordinator for the Caribbean.

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What is Communication for Development? What is Communication for Development? Presentation Transcript

  • What is ComDev?
  • Learning Objectives The key learning objectives for this first module are:• To appreciate the considerable value added that Communication for Development can bring to extension’s on-going efforts for sustainable agricultural development;• To understand the critical importance of doing sound audience research for effective communication;• To learn specific skills and techniques involved in doing sound audience research that can compliment other extension research activities (such as Livelihood Assessment);• To design appropriate audience research questions for participatory investigation;• To plan and execute proper focus group sessions and other forms of audience research investigation
  • Skills to be Covered:1. Audience Research Skills and Techniques2. Question Development3. Focus Group Session Planning and Design4. Effective use of Audience Research data
  • This training is meant to complement:1. Livelihood Assessment data collection done in support of agricultural disaster mitigation2. The data collection that is part of on-going extension responsibilities and3. Data collection and communication for projects under the Food Facility Initiative
  • What is Communicationfor Development and HowCan it Help rural serviceproviders, especially forfood security and climatechange adaptation(CCA)?
  • Who does ComDev Serve? WhoseVoices Count?• Most vulnerable communities and those most impacted by CC• Rural knowledge institutions and technical services (e.g., extension services)• Scientific knowledge involved in CCA• Policy Makers and Government• NGOs and other local stakeholders
  • What is ComDev and What is it not? Figure 1: From diffusion research to a process of innovation (Leeuwis, 2004)Conventional steps in New understanding of basic tasks in the the adoption and innovation process diffusion research•Knowledge •Working with people to identify and agree•Message based that there is a problem or issue – Farmerapproaches Field School approach, but with media•Persuasion •Thinking about and mapping the network•Decision of different stakeholders that are affected•Implementation by the problem•Confirmation •Engaging stakeholders in defining ways to affect change and enhancing existing communication patterns •Addressing the social costs of making the change •Critical evaluation and review
  • ComDev is a Discipline in its own rightbut also a process that enhances theinterface among the many knowledgefields and areas of expertise thatinvolved in climate change adaptation. Itis in fact, at the very heart of ensuringthat all of the needed players and areasof expertise are included in theadaptation and mitigation effort.
  • Without ComDev, the degree of overlap among different fields and knowledge areas remains unclear and disorganized. As a result, viable technology options are much harder to identify and confirm.
  • Indigenous Disaster Risk Knowledge and Management Coping Practices Strategies Sustainable Natural ResourceLivelihood Options for Management Adaptation Extension services and rural knowledge Good Governance institutions and Policy Only area where Scientific sound appropriate Technology adoption is Innovation possible Figure 1 - Knowledge Interface where ADRMAdaptation is Possible (adapted from Protz, 2004)
  • Indigenous Disaster Risk Knowledge and Management Coping Practices Strategies Sustainable Natural ResourceLivelihood Options for Management Adaptation Extension services and rural knowledge Good Governance institutions and Policy Area of interface Scientific when ComDev is Technology employed InnovationFigure 2 – Knowledge Interface when ComDev is employed (adapted from Protz, 2004)
  • What Can ComDev do?• Help to assess and agree on needs and priorities;• Improve negotiation and coordination;• Support good governance;• Share information and knowledge ; and• Foster multi-stakeholder dialogue, negotiation, decision making and action.
  • What areas of extension can ComDevSupport?• Technology innovation/adaptation• Improved food security• Sustainable natural resource management (NRM)• Disaster risk management (DRM)• Livelihood options for adaptation• Environmental/local governance• Gender equality
  • What can ComDev do to strengthenLocal Knowledge Institutions in theirwork with Rural Communities?ComDev can help to:• Facilitate participatory research and horizontal knowledge sharing• Improve the quality of advisory services for technology innovation• Enhance adaptation processes and disaster risk management• Bridge the gap between global environment information, local knowledge and communities; and• Strengthen policy dialogue between institutions and small farmers
  • How does ComDev Work? Steps in the ComDev Process:1. Starts by assessing peoples’ knowledge, perspectives and expectations2. Builds on existing communication systems3. Ensures equitable access4. Promotes local content5. Uses appropriate technologies6. Ensures financial sustainability7. Builds local capacities
  • When is ComDev Used for sustainabledevelopment 1. Situation/problem assessment 2. Participatory rural communication appraisal 3. Participatory communication strategy and messages design 4. Communication materials development 5. Implementation and monitoring of strategic, targeted communication interventions 6. Evaluation of outcomes/impacts in terms of changes in attitudes, knowledge levels and practices
  • ComDev also employs a range of media such as:• Rural and community radio;• Edutainment, drama and community theatre• Print media (cartoons, booklets, brochures, flyers, fact sheets)• Public service announcements• Community television• DVDs and CDRoms• And face-to-face interpersonal communication such as farmer field days and extension visits• To name a few.
  • In short, the pillars of ComDev are:• Strategic participatory planning with all stakeholders;• Facilitation of all knowledge bases needed for adoption;• Strategic use of appropriate media –both traditional media and emerging ICT technologies;• Building of local capacity• Strengthening of partnerships and best practices.
  • Check out these CSDI e-docs below:1. Collaborative Change: A Communication Framework for Climate Change Adaptation and Food Securityhttp://www.fao.org/docrep/012/i1533e/i1533e00.pdforhttp://www.comminit.com/files/CSDICollaborativeChangeFINAL.pdf2. Advancing Adaptation through Communication for Developmenthttp://www.fao.org/docrep/012/i1553e/i1553e00.pdf3. Communication Assessment and Action Plan for the LACC Project In Bangladeshhttp://www.fao.org/docrep/012/i1554e/i1554e00.pdf