बुधवार, 22 अगस्त 2012

Communication for Development


Listening group around a radio

Knowledge and information are essential for people to respond successfully to the opportunities and challenges of social, economic and technological changes, including those that help to improve agricultural productivity, food security and rural livelihoods.
To be useful, knowledge (whether it is farmer’s innovations, latest research findings, or pressing policy issues) must be effectively shared amongst people and institutions. Communication for Development (ComDev) is therefore a critical component of any development initiative.

What is Communication for Development

Communication for Development (ComDev) is a social process based on dialogue using a broad range of tools and methods. ComDev is about seeking change at different levels including listening, establishing trust, sharing knowledge and skills, building policies, debating and learning for sustained and meaningful change.
The ComDev process goes beyond information dissemination to facilitate active participation and stakeholder dialogue. It highlights the importance of raising awareness, the cultural dimensions of development, local knowledge, experiential learning, information sharing and the active participation of rural people and other stakeholders in decision making.
Media and tools in a ComDev process range from folk media and traditional social groupings to rural radio for community development, video and multimedia modules for farmer training, and the Internet for linking researchers, educators, extensionists and other stakeholders in the agricultural innovation continuum.

Guiding principles of FAO’s work in ComDev

FAO has over 30 years of experience in applying ComDev methods and tools in agriculture and rural development work. The guiding principles and underlying philosophy of FAO’s work in ComDev are:
  • Communication is a mediation process that brings different social groups together to discuss their interests and needs and reach consensus for action;
  • Communication technologies and media are tools in this process, not ends in themselves;
  • Listening to farmers, taking into account their perceptions, needs, knowledge, experience, cultures and traditions, is a vital part of the process;
  • Stakeholder dialogue facilitates partnerships and supports a holistic approach to rural development and innovation;
  • Appropriate media-mix -traditional, local and modern media- is designed to fit the cultural, social and economic conditions of rural areas in each country.
FAO provides advice and technical assistance to Member Nations in identifying communication needs in support of agricultural and rural development initiatives and in applying innovative, cost-effective communication strategies for specific audiences.

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