1887

n Communicatio : South African Journal of Communication Theory and Research - Participatory small-group communication as a medium for information campaigns in KwaZulu-Natal : development communication

USD

 

Abstract

The paradigm shift from top-down to participatory development has serious communication implications. Instead of using the mass media (especially radio) to carry development messages, the use of face-to-face communication is implied. This approach gives commu- nities the opportunity to enter into a dialogue with the development facilitator, resulting in a co-ownership of development, which is believed to lead to sustainable development. This case study shows that small group communication is preferable to radio in carrying development messages - a preference stemming from the dialogical nature of small-group communication. Small-group discussions or workshops should be facilitated by knowledgeable people on the development topic under discussion. It was also found that the more rural and lower the formal school education level of the respondents in this region, the higher they valued face-to-face communication. This case study also indicates that the composition of small groups for discussion sessions should be according to the gender divide and to a lesser extent according to age groups. Younger and older males prefer to be grouped separately, whilst the age divide plays a lesser role in the female groups in this region.

Die paradigmaverskuiwing vanaf 'n afwaartse na 'n deelnemende ontwikkelingsbenadering hou ernstige implikasies vir die kommunikasieproses in. In plaas van die massamedia (veral radio) as draer van ontwikkelingsboodskappe, word die gebruik van aangesig-tot-aangesig- kommunikasie geïmpliseer. Hierdie benadering gee gemeenskappe die geleentheid om in 'n dialoog met die ontwikkelingsfasiliteerder te tree, met die gevolg dat hulle mede-eienaarskap van ontwikkeling neem. Daar word geglo dat dit tot voortgesette ontwikkeling sal lei. Hierdie gevallestudie dui aan dat kleingroepkommunikasie bo radio as draer van ontwikkelingsboodskappe verkies word, aangesien kleingroepkommunikasie dialogies van aard is. Sulke besprekings of werkwinkels moet deur 'n kenner op die betrokke ontwikkelingsonderwerp gefasiliteer word. Daar is ook gevind dat hoe meer plattelands en laer die formele skoolopleiding van die respondente in hierdie gebied is, hoe meer waarde heg hulle aan aangesig-tot- aangesigkommunikasie. Hierdie gevallestudie dui verder aan dat die komposisie van kleingroepe vir besprekingsessies gedoen moet word deur die geslagte te skei en tot 'n mindere mate deur die ouderdomsgroepe in ag te neem. Jonger en ouer mans verkies om aparte groepe te vorm, terwyl die ouderdomsgrens tussen vroue in hierdie gebied 'n kleiner rol speel.

Loading

Article metrics loading...

/content/commu/25/1_2/EJC27761
1999-01-01
2016-12-03
This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error