Communication for Development: Making a Difference

In this article in the Glocal Times, online newspaper of Communication for Development, author Jan Servaes argues that, though modern information and communication technology (ICT) provides access to both knowledge and information, it has been marginalised as a partner in development. He proposes that the time has come to fully utilise ICT potential and power to reduce poverty.



In casting the communications net wider than the tools (e.g., radios, mobile phones, the internet) used as resources, Servaes cites the lack of "simple communication discourse with the recipients" as the cause of failure of some development projects and proposes that "[i]t should be mandatory that the clientele of any donor-funded development project be fully involved in the design, planning and outcome-setting process from the outset of that project’s genesis... Countless examples exist of measurable outcomes where the ‘value-added’ of communication has aided the successful implementation of worthwhile and life-changing programmes and where locally designed best practices are working to 'make poverty history'." This client-donor-project communication, according to the author, is a socio-cultural information-sharing process amplifying the voice of the people most affected by the project, and empowering them through the entire communication system of interpersonal, community, and organisational networks using conventional and electronic media as access points for "knowledge and media accessibility, content diversity and good governance."



These are Servaes' requirements for an enabling communication environment:

• A free, independent, pluralistic and responsible media system through which open dialogue and debate can occur;
• Open, transparent and accountable government that encourages public debate, discussion and input;
• Broad public access to a variety of communication media and channels, as well as a regulatory environment that promotes beneficial licensing for local radio serving the economically-poor and low cost universal access to internet and telephone services; and
• An open society in which all groups and sectors are able to participate fully in development discussions, debates and decision making processes.

In his "Theory to Praxis" section, the author proposes that there is no single successful theoretical model of communication strategies and that case, context, and community input should dictate the mix of models. Where problems of praxis exist in reconciling economic growth with social justice, he supports "an attempt ... to approach problems of freedom and justice from the relationship of tension between the individual and the society... [L]imits of growth and sustainability are seen as inherent to the interaction between society and its physical and cultural ecology."


In the section entitled "Current Communication for Development Initiatives," Servaes discusses a range of governance policy points to give grounding and strategic structure to his points for an enabling media environment. For example, article 19 of the Universal Declaration of Human Rights, which articulates the right to freedom of opinion and expression, underpins communication as the gateway to community participation and empowerment. This occurs through access to increased information flows, as well as accountability of governmental authorities, including transparency, anti-corruption measures, and increased democratic reform. It requires that governments ensure that, not only is information open and accessible, but also that information is complete, reliable, and objective, resulting from application of the principles of disclosure, commitment and integration.

This need for open and effective public sector participation requires clear and consistent communication practices, objectives, and values, such as integrity, that support public confidence, and are linked to principles, such as disclosure, to ensure accountability in the use of public assets in the quest to achieve stated goals and objectives and required performance levels. Communication-related governance also needs to address marginalised population groups, especially the economically poor, who often lack visibility and accessibility to resources, including knowledge and information, as well the opportunity to participate in development projects that directly affect them.



The media, according to the author, play a critical role in promoting good governance through institutional monitoring. It is an arena in which donors, international agencies, and non-governmental organisations (NGOs) might have potential impact in encouraging open media environments in recipient countries, seeking the results of decreased corruption and social injustice, a point which is illustrated with case studies.

In conclusion, Servaes cites the multi-faceted and participatory nature of communication for development and its relevancy for people in various socio-political and economic contexts. He calls for the Millennium Development Goals (MDGs) to be addressed from the perspective of local communities and those organisations trusted to cooperate and work with them towards their goals. In practice, there is a necessity of incorporating communications for development, he feels, due to both globalising and localising pressures in the new political, economic, and communication landscapes. He advocates for its growth to be based in social concerns, rather than be technology-driven because technology is at its best as "a facilitator and tool" with culture being the central concern and deserving prioritised emphasis in communication for development.



Servaes lists 9 challenges for the recognition of communications for development "as a field in its own right... to be adopted systematically in development initiatives:

1. Good governance, transparency, accountability and development communication go hand in hand...
2. Participatory concepts in the context of communication for development can be complex and challenging. Communities consist of fluid interests and shifting relationships...
3. Participation can take place at different levels: (a) decision making; (b) benefits; (c) evaluation; and (d) implementation. Participation is about changing power relations...
4. It is important to reinforce independent and pluralistic media to foster good governance and transparency... Press freedom is never guaranteed, not even in a democracy.
5. Communication for development has not made full use of the potential of radio, which in some regions could be the most effective participatory tool...
6. Communication for development initiatives need to be properly enabled by concerted actions, and adequate policies and resources. These should consider longer timescales. It is essential to bridge the digital divide by supporting community access to relevant information in local languages and at an affordable cost. This should also involve support for the production of content by the local communities.
7. National governments should implement a legal and supportive framework favouring the right to free expression and the emergence of free and pluralistic information systems, including the recognition of the specific and crucial role of community media in providing access to communication for isolated and marginalized groups. There is a need to influence policy on communication for development through advocacy, with governments and international agencies but also within development agencies, private corporations and civil society partners, for communication for development to be successful
8. Building alliances. There is a need for effective linkages which give voices to the poorest and have the ability to engage with policy and influence decision making on sustainable development...
9. New global partnerships are necessary with the media, development agencies, universities and governments. It is important to identify possibilities for convergence and for complementing existing work and to coordinate and document such work via a truly independent scientific body."