Participatory development communication in Ethiopia : a local development organization in focus
Author(s)
Ali, Adem ChanieContributor(s)
Sonderling, StefanKeywords
Development communicationParticipation
Participatory communication
Development
Top-down
Bottom up
Holistic development
Human development
Empowerment
Poverty
Development paradigms
307.141209634
Communication in community development -- Ethiopia -- ʼAmāra kelel
Communication in economic development -- Ethiopia -- ʼAmāra kelel
Sustainable development -- Ethiopia -- ʼAmāra kelel -- Citizen participation
Community development -- Ethiopia -- ʼAmāra kelel -- Citizen participation
Communication -- Social aspects -- Ethiopia -- ʼAmāra kelel
Participatory rural appraisal -- Ethiopia -- ʼAmāra kelel
Rural poor -- Ethiopia -- ʼAmāra kelel
Land reform -- Ethiopia -- ʼAmāra kelel
Organisation for Rehabilitation and Development in Amhara (Ethiopia)
ʼAmāra kelel (Ethiopia) -- Social conditions
ʼAmāra kelel (Ethiopia) -- Economic conditions
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http://hdl.handle.net/10500/22071Abstract
This research explores the perception and practice of participatory communication for development. To this end, the study focuses on a leading local Non-Governmental Organisation (NGO) named Organisation for Rehabilitation and Development in Amhara (ORDA), Ethiopia. This qualitative case study was based on the participatory development communication model which has been assumed to bring about sustainable socio-economic change of a country (Melkote & Steeves, 2001; Mefalopulos, 2008; Servaes, 2008). The data were collected using in-depth interviews, Focus Group Discussion (FGD), document analysis and field observation. The collected data were organised and analysed in the form of content and thematic analysis. The results revealed economic oriented and top down approach to development communication as the dominant conceptions, and majority of the research participants perceived the concept ‘participation’ as mere contributions of labour and materials which are not real participation, but co-option. Only a few of the management members of ORDA conceptualized the idea of ‘participation’ as an empowerment process in which the organisation’s official document is also stated. Besides, the results showed no genuine participation of the local community in ORDA’s development process. Generally, these results could lead us to conclude that participatory communication was the missing link in the development process. That is, communication was perceived as a transmission of development information and an image building activity, not a process of empowerment. The major communications practices of ORDA were also best described as one-way top down which could reveal the legacy of modernisation and dependency theories of the development literature. The study further indicated pressing factors such as individual, organisational and environmental related affecting the implementation of ORDA’s participatory development communication.
 The results of study further indicated that participatory development communication was not used a means of liberation from the chain of poverty, dependency syndrome and other underdevelopment problems which deeply persist in the region. Based on the findings, the study commends the mainstreaming of participatory development communication both at the perceptual and practical level for achieving sustainable development in rural Amhara region, Ethiopia.D.Litt. et Phil. (Communication)
Sociology
Date
2017-02-24Type
ThesisIdentifier
oai:uir.unisa.ac.za:10500/22071http://hdl.handle.net/10500/22071
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