Perspectives on Development Communication
- ISBN-10
- 0803991339
- ISBN-13
- 9780803991330
- Category
- Business & Economics
- Pages
- 256
- Language
- English
- Published
- 1994-03-02
- Publisher
- Sage Publications Pvt. Limited
- Authors
- Shirley A White, K Sadanandan Nair
Description
"Nair and White have devised a model best suited for developing countries like India where a unidirectional flow of information has hitherto considerably hindered the development process.... The papers included in this volume will be useful to students and research scholars, particularly in the field of communication.... The strength of the volume lies in the variety of viewpoints presented from the economic development perspective." --The Indian Journal of Social Science Current thinking in development communication has shifted from the 'dominant paradigm' of the diffusion of innovation to a less 'top-down' approach, acknowledging the importance of a micro level focus with coherent linkages to the macro level. It is now widely accepted that the development process requires full participation of the people if there is to be a commitment to development decisions; development communication can play a decisive the role in facilitating this wider involvement. The 18 original essays presented in this volume offer diverse viewpoints regarding the need to rethink the effectiveness of existing development models and processes. The new model of communication posited by the editors of this book addresses the transition from traditional governance by ascendancy to a more grassroots orientation in development decision making. The underlying concern is to reconceptualize development communication. Perspectives on Development Communication provides a thoughtful and provocative exposition of both the established and forthcoming approaches.
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