oa Communicare : Journal for Communication Sciences in Southern Africa - Development communication as part of culture
|Article Title||Development communication as part of culture|
|© Publisher:||University of Johannesburg|
|Journal||Communicare : Journal for Communication Sciences in Southern Africa|
|Affiliations||1 Human Sciences Research Council (HSRC), Pretoria|
|Publication Date||Jan 1998|
|Pages||49 - 87|
|Keyword(s)||Communication, Cultural translation, Culture and Development|
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. ""Oldï¿½ and ï¿½newï¿½ 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 translationï¿½ which is regarded as essential to effective DC, is highlighted.
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