Participatory development communication

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Participatory development communication is the use of mass media and traditional, inter-personal means of communication that empowers communities to visualise aspirations and discover solutions to their development problems and issues.

Participatory communication is "the theory and practices of communication used to involve people in the decision-making of the development process. It intends to return to the roots of its meaning, which, similarly to the term community, originate from the Latin word 'communis', i.e. common (Mody, 1991). Therefore, the purpose of communication should be to make something common, or to share...meanings, perceptions, worldviews or knowledge. In this "[ citation needed ]

Based on a "Results" section which synthesises and recaps the main issues by reviewing how the conception and levels of participation identified in his research have shifted in each phase of the project, Mefalopulos concludes by arguing that participatory communication is an approach capable of facilitating people's involvement in decision-making about issues impacting their lives – a process capable of addressing specific needs and priorities relevant to people and at the same time assisting in their empowerment. In fact, he says, participatory communication is "a necessary component, consistent with a democratic vision of international development, needed to increase projects sustainability and ensure genuine ownership by the so-called 'beneficiaries'."[ citation needed ]

Six phases of planning

Communication planning for development is a logical process guided by a systematic and rational framework. This framework could be developed through situation-specific data gathered using participatory research techniques.[ citation needed ]

Preliminary situation assessment

Situation assessment could be done most effectively in a participatory manner through PRCA or participatory rural communication appraisal. Three kinds of analysis are done in PRCA: audience analysis, programme analysis, and situation analysis. Audience analysis is essentially "listening" to what potential users of information need. They are the ones whom the communication program intends to reach. Users of information are also referred to as stakeholders of a communication program. Collecting baseline information about these stakeholders is an essential preliminary step towards developing a communication strategy. Segmentation, or dividing large groups of stakeholders into smaller groups, helps achieve focus in communication strategy development. Segmentation is usually done in two ways:

What are the factors which cause a gap between the existing and desired behavior of stakeholders? Is the problem due to the stakeholders' lack of awareness or knowledge of the nature of the problem? Or is it attitudinal in nature? Could the gap be due to their lack of skills to carry out certain practices? Situation analysis likewise includes assessing the communication resources in the area which could be tapped for the communication program. Knowledge of the area's mass and small media, as well as interpersonal means of communication, should contribute substantially to strategy development.

When doing program analysis, program planners need to take both an inward and an outward look at the situation that is, looking at the organization's own vision, policies, resources, strengths, and weaknesses relevant to the problem. Are there adequate resources to realize this vision? How well are program managers using available resources? At the same time, it is important to scan the environment for existing programs that could affect, positively or negatively, the communication strategy to be developed.

Communication

Data that have been collected need to be analyzed and interpreted carefully as these will serve as bases of the communication strategy. Communication strategy is the combination of methods, messages, and approaches by which the planner seeks to achieve the communication objectives. The second phase of the process charts the direction of the communication program. It is at this stage where objectives and the corresponding standards and indicators for monitoring and evaluation are formulated. The very word strategy suggests a unique combination of techniques or approaches by which to achieve program goals and objectives. During strategy design formulation, planners also begin thinking of the following:

Participatory design of messages and discussion themes

The main activities under the message design phase are selection of message appeals and approaches and selection of communication channels and media. The big challenge at this stage is the development of the big idea or the creative concept around which the whole communication program would revolve. Professional communication outfits are often tapped to develop messages and communication materials for the above-mentioned processes. The disadvantage of this approach, aside from the huge expense involved, is the lack of participation from the stakeholders themselves. Involving the stakeholders in message and materials development increases the likelihood that the communication program would help achieve the bigger development goals.

Communication methods and materials development

Actual development of communication methods and materials are undertaken once the communication strategy is in place. A useful reminder to planners concerns the importance of pretesting not only the materials themselves, but also the creative idea and the messages. Pretesting allows for adjustments in the communication activities before substantial time, efforts, and resources are spent on their actual production. Pretesting measures potential effectiveness of communication messages, methods, and materials in terms of their being able to attract attention, to be understood, to be accepted, and to generate the feeling of self-involvement among the stakeholders.

Management and implementation

Management of the organization carrying out the communication program and networking are two of the most important activities in this phase. A manager's internal task entails preparing or training people for their respective tasks in the organization within a positive organizational climate. The external task calls for forging linkages with key organizations engaged in the same area of development work. After all the preparatory stages, launching and carrying out the communication campaign or program now takes priority. Together with this come monitoring the process of dissemination, transmission, and reception of programme inputs. The management aspect also covers the management improvement process and the concept of leadership as they affect implementation of communication programmes.

Monitoring and evaluation

Monitoring enables the planners and implementors to answer the question: Are things going all right? Evaluation, on the other hand, provides answers to the question: So, did it work? Together, monitoring and evaluation helps planners and implementors:

To help gauge programme impact on stakeholders, it is important to set up clear standards and indicators based on the objectives set. How much have the activities contributed to achieving objectives of key organizations? This can be gauged by comparing evaluation with baseline data, specifically those gathered during the PRCA. More importantly, monitoring and evaluation data contribute to planning for program sustainability and self-sufficiency.

Types of participation

Participation can be used as a goal or as a tool for specific projects. [1] The four categories below refer to different levels of participation and communication:

Participation approaches

Participation by consultation

Researchers or "experts" pose questions to the stakeholders. Input can be provided at different points in time but the final analysis and decision-making power lies in the hands of the external professionals whom may or may not take the stakeholders' decisions into consideration.

Participation by collaboration

Groups of primary stakeholders are formed in order to participate in discussion and analysis. Objectives are predetermined. This method incorporates components of horizontal communication and capacity building among all stakeholders.

Empowerment participation

Primary stakeholders are capable and willing to become involved in the process and take part in decision-making. Outsiders are equal partners, but the stakeholders make the final decisions as ownership and control of the process rests in their hands. Knowledge exchange leads to solutions.

Minga Peru case study

Minga Peru is a non-profit organization formed to address issues of "social justice, gender equality, reproductive health, and human rights". Minga has targeted the northern Loreto region for its development of "communicative spaces" which hope to spark debate and participation from the community. In order to achieve these goals they have produced a radio program, started a community empowerment and leadership program and supported income-generating activities.

These activities are community-based approaches as evidenced by editorial letters being sent to the radio program, use of youth correspondents which provides the community with access to and voice within the broadcast, and emphasis on social networking which has resulted in stronger social cohesion. The most prominent outcomes in the empowerment of women through self-confidence. Women are better able to develop professional and social networks and have improved capacity to handle health challenges. [1]

See also

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Evaluation is a systematic determination and assessment of a subject's merit, worth and significance, using criteria governed by a set of standards. It can assist an organization, program, design, project or any other intervention or initiative to assess any aim, realisable concept/proposal, or any alternative, to help in decision-making; or to ascertain the degree of achievement or value in regard to the aim and objectives and results of any such action that has been completed. The primary purpose of evaluation, in addition to gaining insight into prior or existing initiatives, is to enable reflection and assist in the identification of future change. Evaluation is often used to characterize and appraise subjects of interest in a wide range of human enterprises, including the arts, criminal justice, foundations, non-profit organizations, government, health care, and other human services. It is long term and done at the end of a period of time.

Strategic planning is an organization's process of defining its strategy or direction, and making decisions on allocating its resources to attain strategic goals.

Development communication refers to the use of communication to facilitate social development. Development communication engages stakeholders and policy makers, establishes conducive environments, assesses risks and opportunities and promotes information exchange to create positive social change via sustainable development. Development communication techniques include information dissemination and education, behavior change, social marketing, social mobilization, media advocacy, communication for social change, and community participation.

Program evaluation is a systematic method for collecting, analyzing, and using information to answer questions about projects, policies and programs, particularly about their effectiveness and efficiency. In both the public and private sectors, stakeholders often want to know whether the programs they are funding, implementing, voting for, receiving or objecting to are producing the intended effect. While program evaluation first focuses around this definition, important considerations often include how much the program costs per participant, how the program could be improved, whether the program is worthwhile, whether there are better alternatives, if there are unintended outcomes, and whether the program goals are appropriate and useful. Evaluators help to answer these questions, but the best way to answer the questions is for the evaluation to be a joint project between evaluators and stakeholders.

Policy analysis is a technique used in public administration to enable civil servants, activists, and others to examine and evaluate the available options to implement the goals of laws and elected officials. The process is also used in the administration of large organizations with complex policies. It has been defined as the process of "determining which of various policies will achieve a given set of goals in light of the relations between the policies and the goals."

Participatory design is an approach to design attempting to actively involve all stakeholders in the design process to help ensure the result meets their needs and is usable. Participatory design is an approach which is focused on processes and procedures of design and is not a design style. The term is used in a variety of fields e.g. software design, urban design, architecture, landscape architecture, product design, sustainability, graphic design, planning, and even medicine as a way of creating environments that are more responsive and appropriate to their inhabitants' and users' cultural, emotional, spiritual and practical needs. It is also one approach to placemaking.

Poverty Reduction Strategy Papers (PRSPs) are documents required by the International Monetary Fund (IMF) and World Bank before a country can be considered for debt relief within the Heavily Indebted Poor Countries (HIPC) initiative. PRSPs are also required before low-income countries can receive aid from most major donors and lenders. The IMF specifies that the PRSP should be formulated according to five core principles. The PRSP should be country-driven, result-oriented, comprehensive, partnership-oriented, and based on a long-term perspective. The PRS process encourages countries to develop a more poverty-focused government and to own their own strategies through developing the plan in close consultation with the population. A comprehensive poverty analysis and wide-ranging participation are vital parts of the PRSP formulation process. There are many challenges to PRS effectiveness, such as state capacity to carry out the established strategy. Criticism of PRSP include aid conditionality, donor influence, and poor fulfillment of the participatory aspect.

Public participation, also known as citizen participation or patient and public involvement, is the inclusion of the public in the activities of any organization or project. Public participation is similar to but more inclusive than stakeholder engagement.

Strategic communication can mean either communicating a concept, a process, or data that satisfies a long-term strategic goal of an organization by allowing facilitation of advanced planning, or communicating over long distances usually using international telecommunications or dedicated global network assets to coordinate actions and activities of operationally significant commercial, non-commercial and military business or combat and logistic subunits. It can also mean the related function within an organization, which handles internal and external communication processes. Strategic communication can also be used for political warfare.

<span class="mw-page-title-main">Participatory planning</span>

Participatory planning is an urban planning paradigm that emphasizes involving the entire community in the community planning process. Participatory planning emerged in response to the centralized and rationalistic approaches that defined early urban planning work. It has become a highly influential paradigm both in the context of traditional urban planning, and in the context of international community development. There is no singular theoretical framework or set of practical methods that make up participatory planning. Rather, it is a broad paradigm which incorporates a wide range of diverse theories and approaches to community planning. In general, participatory planning programs prioritize the integration of technical expertise with the preferences and knowledge of community members in the planning process. They also generally emphasize consensus building and collective community decision making, and prioritize the participation of traditionally marginalized groups in the planning process.

<span class="mw-page-title-main">Participatory impact pathways analysis</span>

Participatory impact pathways analysis (PIPA) is a project management approach in which the participants in a project, including project staff, key stakeholders, and the ultimate beneficiaries, together co-construct their program theory.

Interactive planning is a concept developed by Russell L. Ackoff, an American theorist, early proponent of the field of operations research and recognized as the pioneer in systems thinking. Interactive planning forwards the idea that in order to arrive at a desirable future, one has to create a desirable present and create ways and means to resemble it. One of its unique features is that development should be ideal-oriented. Interactive planning is unlike other types of planning such as reactive planning, inactive planning, and preactive planning.

<span class="mw-page-title-main">Participatory development</span>

Participatory development (PD) seeks to engage local populations in development projects. Participatory development has taken a variety of forms since it emerged in the 1970s, when it was introduced as an important part of the "basic needs approach" to development. Most manifestations of public participation in development seek "to give the poor a part in initiatives designed for their benefit" in the hopes that development projects will be more sustainable and successful if local populations are engaged in the development process. PD has become an increasingly accepted method of development practice and is employed by a variety of organizations. It is often presented as an alternative to mainstream "top-down" development. There is some question about the proper definition of PD as it varies depending on the perspective applied. Two perspectives that can define PD are the "Social Movement Perspective" and the "Institutional Perspective":

<span class="mw-page-title-main">Working group</span>

A working group, or working party, is a group of experts working together to achieve specified goals. The groups are domain-specific and focus on discussion or activity around a specific subject area. The term can sometimes refer to an interdisciplinary collaboration of researchers working on new activities that would be difficult to sustain under traditional funding mechanisms.

<span class="mw-page-title-main">Social and behavior change communication</span>

Social and behavior change communication (SBCC), often also only "BCC" or "Communication for Development (C4D)" is an interactive process of any intervention with individuals, group or community to develop communication strategies to promote positive behaviors which are appropriate to their settings and thereby solving the world's most pressing health problems. This in turn provides a supportive environment which will enable people to initiate, sustain and maintain positive and desirable behavior outcomes.

<span class="mw-page-title-main">Community mobilization</span>

Community mobilization is an attempt to bring both human and non-human resources together to undertake developmental activities in order to achieve sustainable development.

Recreation resource planning is a rational systematic decision-making process about the future management of recreation resources and recreation opportunities. Recreation planning applies analytical tools to deter our human tendencies to make decisions based on predisposition, bias, inadequate analysis, group-think, insular perspective, resistance to change, and excessive self-confidence. It results in decisions that are more effective, efficient, fair, reasoned, and defensible.

<span class="mw-page-title-main">Theory of change</span> Methodology for social impact

Theory of Change (ToC) is a methodology for planning, participation, adaptive management, and evaluation that is used in companies, philanthropy, not-for-profit, international development, research, and government sectors to promote social change. Theory of Change defines long-term goals and then maps backward to identify necessary preconditions.

The PRECEDE–PROCEED model is a cost–benefit evaluation framework proposed in 1974 by Lawrence W. Green that can help health program planners, policy makers and other evaluators, analyze situations and design health programs efficiently. It provides a comprehensive structure for assessing health and quality of life needs, and for designing, implementing and evaluating health promotion and other public health programs to meet those needs. One purpose and guiding principle of the PRECEDE–PROCEED model is to direct initial attention to outcomes, rather than inputs. It guides planners through a process that starts with desired outcomes and then works backwards in the causal chain to identify a mix of strategies for achieving those objectives. A fundamental assumption of the model is the active participation of its intended audience — that is, that the participants ("consumers") will take an active part in defining their own problems, establishing their goals and developing their solutions.

Participatory evaluation is an approach to program evaluation. It provides for the active involvement of stakeholder in the program: providers, partners, beneficiaries, and any other interested parties. All involved decide how to frame the questions used to evaluate the program, and all decide how to measure outcomes and impact. It is often used in international development.

References

  1. 1 2 Tufte, Mefalopulos, Thomas, Paolo. "Participatory Communication" (PDF). The World Bank.