The Drum Beat - 54 - Strategy - July 3, 2000
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STRATEGY - WHAT STRATEGY?
In the Drum Beat and Media Beat we cover interesting communication
programmes, impact data, web sites, interactive fora, gatherings,
communication trends and news reports on development issues. Which
begs the question - what does all of this add up to? Given that or-
ganisations have finite human resources and budgets, what is the best
investment they can make for effective and efficient communication
for development? When the issues are big and the resources are small,
what is the best we can do? Which strategy should we pursue? This
Drum Beat provides some insights into strategic issues. Those in-
sights are grounded in practical experience and observations about
general development and communication trends. Access the URLs for the
full papers on the web site. And please send us your presentations on
strategic issues.
1. VOICES OF THE PEOPLE - a report on experiences of participatory
communication for social change - Alfonso Gumucio. Includes numerous
case descriptions.
Extracts:
Selection criteria for the projects that form the information base
for the strategy described: Established experiences, not only pro-
jects; Community driven communication process; Community ownership of
media; Strengthening democratic values & peace Reinforcing cultural
identity & principles; Rooted in social development; Innovative alli-
ances & networking; Not only successful, also failures.
Question of identity: Participatory communication contributes to in-
stall cultural pride and self-esteem; It reinforces the social tissue
through the strengthening of indigenous & local forms of organiza-
tion; It protects traditions and cultural values, while being able to
incorporate new elements.
http://www.comminit.com/other_presentations/alfonso_gumucio_dagron/
2. I'M SPEAKING BUT WHO'S LISTENING - Communicating for Social Change
- Muthoni Wanyeki. Includes two case studies.
Extracts:
Whose 'knowledge'? - Assuming knowledge within the 'communities' with
whom we work is the point of 'participation'. Participation is key
for the success of communications geared towards behaviour change:
the input of external knowledge communications as a window. Partici-
pation is also key for the success of communications geared towards
organisational or systemic change: the validation of, output of and
action upon internal knowledge communications as a mirror.
Scale recognises the value of the multiplicity of 'community' experi-
ences: scale is not necessarily about having every 'community' work
on every issue at every level; scale is not about expanding or repli-
cating a 'community' experience at the national, regional or interna-
tional levels; scale has to do with linking 'communities' with simi-
lar issues of concern to enable knowledge exchange and to expand
awareness about strategic ways of acting upon issues of concern;
scale has to do with amplifying the 'communities' voices at the na-
tional, regional or international levels to ensure the forgotten
knowledge component (experience) is also input into policy formula-
tion and implementation processes
http://www.comminit.com/other_presentations/muthoni_wanyeki/sld001.htm
3. SETTING AGENDAS - the changing roles of developemnt communications
in the knwoledge age - James Deane. Includes implications of communi-
cation trends.
Extracts:
Rise of the Network Society - ICTs. Capacity of people to access
knowledge and information for themselves massively increased. Capac-
ity for networking and horizontal communications increased. Economic
and social development dependent on extent to which societies can be-
come more knowledge based. This in turn dependent on societies map-
ping out their own responses to opportunities provided by ICTs.
An unprecedented opportunity: An international climate of debate and
openness; the power of new communications technologies; a media revo-
lution that is enabling unprecedented public debate.