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

Volume 17, Issue 1
  • ISSN : 0259-0069



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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