Media Usage in Developing Countries

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Media Usage in Developing Countries
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• The Case of Rural Newspaper Forums
• Two Communication Design Approaches

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Reporters Reporters
Reporters Villagers
Reporters Agents
1
5
2
6
4
Villagers Villagers
Agents Agents
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Villagers Agents
Interactions in PRNF
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The Case of Rural Newspaper Forums
How do you understand Communication
for development is more than an activity in which
the target audience is acquiring knowledge and
skill which enables people to change themselves?
How can this be achieved?
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Questions raised during the discussion

• What are the differences between the RNF and the
  modernisation approach?
• Levels of participation
• 2. Participatory communication and local identity
• Awareness of own identity
• Community building
• 3. Development other than economic growth
  identified in the case of RNF
• Fostering culture of participation
• Change of reading habits
• 4. Why newspaper?
• Cool/Hot media Small/Big media
• 5. How to get people participate?
• Ownership/belonging

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The Case of Rural Newspaper Forums
Participation Process
Understanding
Sharing
What is MORE?
Empathising
Localising
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The Case of Rural Newspaper Forums
Participation Process
What is more?
Achievements
Actions
Solutions
Problems
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Two Communication Design Approaches
Message design approaches
Participatory communication
Marketing communication
Bottom-up
Top-down
Internal creation
Innovation diffusion
Community controlled
Change agent controlled
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Principles of Marketing Communication
Product
Customer Value
Price
Promotion
Place
Selectivity and Concentration
Market/Customer segmentation
Differential Advantage
If you know the enemy and know yourself, you need
not fear the result of a hundred battles.
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Two Communication Design Approaches
(1) Participatory communication model
When message do not deal with a whole lot of new
or technical information.
When the objective is problem identification and
the creation of awareness of common experience.
When the development process requires that
certain key psychic variables in the target
community be enhanced

• (Sood, Rahul Message Design in Development
  Communication in Perspectives on Development
  Communication pp183)

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Two Communication Design Approaches
(2) Marketing communication model
When message deal with a whole lot of new or
technical information.
When the objective of change is determined
When the development process requires broader
coordination of the society

• (Sood, Rahul Message Design in Development
  Communication in Perspectives on Development
  Communication pp184)

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Preparation for next week

• Topic Working with Indigenous Communities
• - An example of participatory communication
• Reading
• Working with Indigenous Communities
• Thinking Summarise some key strategies of
  participatory communication from the case
  discussed in the article Working with
  Indigenous Communities.