participatory communication

1. HECM512
Communication for Development
Assignment
on
Participatory Communication
Submitted To:
Dr. Manju Gupta
Professor, Deptt. Of HECM
Submitted By:
Shalini Pandey
M.Sc. (Previous)

2. Participatory Communication
Concept :
In order to share information, knowledge, trust, commitment, and a right attitude in
development projects participation is very important in any decision-making process for
development. Therefore, the International Commission for the Study of Communication
Problems, chaired by the late Sean MacBride, argued that “this calls for a new attitude for
overcoming stereotyped thinking and to promote more understanding of diversity and
plurality, with full respect for the dignity and equality of peoples living in different
conditions and acting in different ways”. This model stresses reciprocal collaboration
throughout all levels of participation.
Also, these newer approaches argue, the point of departure must be the community. It
is at the community level that the problems of living conditions are discussed, and
interactions with other communities are elicited. The most developed form of participation is
self-management.
This principle implies the right to participation in the planning and production of
media content. However, not everyone wants to or must be involved in its practical
implementation.
More important is that participation is made possible in the decision-making
regarding the subjects treated in the messages and regarding the selection procedures.
One of the fundamental hindrances to the decision to adopt the participation strategy
is that it threatens existing hierarchies. Nevertheless, participation does not imply that there is
no longer a role for development specialists, planners, and institutional leaders. It only means
that the viewpoint of the local groups of the public is considered before the resources for
development projects are allocated and distributed, and that suggestions for changes in the
policy are taken into consideration.
Participatory communication defines the terms in the following way.
» Participation implies a higher level of public involvement in communication systems. It
includes the involvement of the public in the production process, and also in the management
and planning of communication systems.
» Participation may be no more than representation and consultation of the public in decision-
making.
» On the other hand, self-management is the most advanced form of participation. In this
case, the public exercises the power of decision making within communication enterprises
and is also fully involved in the formulation of communication policies and plans.
Access by the community and participation of the community are to be considered key
factors,
Berrigan eloquently summarizes:
“Community media are media to which members of the community has access, for
information, education, entertainment, when they want access. They are media in which the
community participates, as planners, producers, and performers. They are the means of
expression of the community, rather than for the community”
Berrigan links access to the reception of information, education, and entertainment
considered relevant by the community. Access may be defined in terms of the opportunities
available to the public to choose varied and relevant programs, and to have a means of
feedback to transmit its reactions and demands to production organizations.

3. Definition
Participative communication is ‘the processes that permit users to provide relatively open and
unedited input to the mass media’ (Lewis, 1993)
‘Participative communication is ‘the processes that permit the relation to the public
and the established broadcasting institutions’ (Prehn, 1991).
So,
This term refers to the full involvement of participants in communication processes and
includes giving those individuals access to communication channels and enabling them to
participate freely and equally in dialogue and debate.

4. .
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5. The participatory communication paradigm does not call for a replacement of the basic
communication functions associated with information dissemination, but rather broadens its
boundaries to include more interactive ways of communicating. This new conception
contains functions of both communication modes: the monologic and the dialogic. When the
both are fully understood and properly applied, if needed combined together, communication
is used to its fullest advantage.
Participatory communication is an approach based on dialogue, which allows the sharing of
information, perception and opinion among the various stalk holders and thereby facilitates
their empowerment, especially for those who are most vulnerable and marginalized.
Participatory communication is not just the exchange of information and experiences, it is
also the exploration and generation of new knowledge aimed at addressing situation that need
to be improved.
To be genuinely participatory and truly effective, communication should occur among all
parties affected, ensuring all have similar opportunities to influence the outcome of the
initiative. Optimally participatory communication would be part of the whole project process,
from beginning to the end. Since this approach promotes the active involvement of stalk
holders in investigating options and shaping decision regarding development objectives,
participatory communication also facilitates empowerment. In this way, the effects go beyond
the project boundaries, spilling into the wider social and political dimensions.
Participatory communication tends to be associated with grassroots and community driven
development. Participatory communication can be used at any level of decision making local,
national, and international regardless of the diversity of groups involved, even if the number
of people involved can significantly affects its effectiveness. For example participatory
communication can be used to enhance social accountability in development reforms, to
engage parliamentarians in governance reforms and to mediate conflicts between local
communities and national authorities.

6. The participatory communication paradigm does not call for a replacement of the basic
communication functions associated with information dissemination, but rather broadens its
boundaries to include more interactive ways of communicating. This new conception
contains functions of both communication modes: the monologic and the dialogic. When the
both are fully understood and properly applied, if needed combined together, communication
is used to its fullest advantage.
Participatory communication is an approach based on dialogue, which allows the sharing of
information, perception and opinion among the various stalk holders and thereby facilitates
their empowerment, especially for those who are most vulnerable and marginalized.
Participatory communication is not just the exchange of information and experiences, it is
also the exploration and generation of new knowledge aimed at addressing situation that need
to be improved.
To be genuinely participatory and truly effective, communication should occur among all
parties affected, ensuring all have similar opportunities to influence the outcome of the
initiative. Optimally participatory communication would be part of the whole project process,
from beginning to the end. Since this approach promotes the active involvement of stalk
holders in investigating options and shaping decision regarding development objectives,
participatory communication also facilitates empowerment. In this way, the effects go beyond
the project boundaries, spilling into the wider social and political dimensions.
Participatory communication tends to be associated with grassroots and community driven
development. Participatory communication can be used at any level of decision making local,
national, and international regardless of the diversity of groups involved, even if the number
of people involved can significantly affects its effectiveness. For example participatory
communication can be used to enhance social accountability in development reforms, to
engage parliamentarians in governance reforms and to mediate conflicts between local
communities and national authorities.