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RAPID Theme 3: Improved communication and information
systems for policy and practice
Background
Communication and poverty are closely linked. The poor
are marginalised not only in relation to economic processes in society,
but also in relation to information and communication processes.
And the situation of the poor is frequently misconstrued or ignored
in societal communication. At the same time, the poor are not able
to make their voice heard and so are not able to communicate accurate
descriptions of their reality or engage in decision-making processes
that affect their lives. Therefore, RAPID's third focus area is
communication. The aim is that Southern and Northern researchers,
practitioners and advocates will improve their communication capacity
and their ability to influence policy.
Current communication initiatives in international development
are starting to recognise this complex interplay between communication
and poverty. While previous communication activities often focused
on providing increased and more effective flows of development information
'downwards' to the poor, there is now far more emphasis on discussion,
user engagement, and links to decision-making processes in society.
It is no longer always assumed that 'more information equals more
development' or that improved communication will necessarily reduce
poverty. Instead, the interactive and changeable nature of communication
processes, and their relation to wider political and economic processes,
has brought to the fore the need to think more strategically about
communication in the context of the wider international development
field.
Lessons
Approaches to communication and influencing started out
as linear models, where it was assumed that if correct information
was made accessible to people, they would incorporate this into
their knowledge, alter their attitudes, and finally change their
practice. Although the linear KAP (Knowledge-Attitudes-Practice)
approach still serves as the implicit model for many communication
initiatives in the field of development, it has been increasingly
discredited within the debate on effective communication.
Based on this insight, RAPID aims to develop simple, appropriate
and applicable communication tools to help researchers promote their
findings in different contexts. These tools are based on the principles
that:
- One-way transferral of information ('broadcasting') is only
effective in certain situations; at other times, strategies of
response, dialogue, and willingness to accept mutual change will
improve communication and influencing;
- The more technical aspect of communication is important. Simple
tools such as using visual aids and presenting information in
the form of stories can have a large impact.
- However, communication is not only a practical exercise, to
be added on at the end of a project. It is equally important to
focus on the conditions under which communication occurs, and
the systemic aspects of the communication process. Unless these
are taken into account, communication efforts might have no impact
on policy at all.
Further resources
Relevant projects
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