oa Communicare : Journal for Communication Sciences in Southern Africa - Development communication as part of culture



In this survey of approaches to Development Communication (DC) the position is taken that DC, like development itself, should be regarded and studied as part of culture. A cultural perspective is particularly suited to revisit basic DC, communication and cultural concepts that have been obfuscated. Each of these concepts can only be understood within a particular discourse, a framework of meaning-producing and sense making, and here the cultural framing predominates. ""Old� and �new� paradigms of DC are compared and relevant policy approaches are surveyed. The main section deals with local knowledge and cultural contexts, and the various functions within a development situation as they relate to communication. In conclusion the importance of ""cultural translation� which is regarded as essential to effective DC, is highlighted.


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