Questions for Further Research and Reflection
Since the concept of development communication was first articulated in the early 1960s, a lot of effort has been channelled by various parties to further define and refine the underlying theories. Much of this has been a reflection of the evolving approaches to development, and whether or not it involved a “top-down” transfer of technologies or engaged the local populations in the process from inception. Today we have a pretty clear idea of what development communication is, why, how and where it is needed, and what its results should be. We know the concept and practice is highly relevant to international development efforts.
What is less clear, however, is why it is not yet put into practice as comprehensively as it should be. This report provides a snapshot as seen through the eyes of over a hundred survey participants, and most of the contributions are probably right on the mark. Other venues, surveys, conferences and discussion groups have sought to determine the same (Mezzalama, 1994; United Nations, 1996; World Bank, 2005, etc). More research that involves those development practitioners that do not support devcom is needed. One assumption is that most decision makers who influence budget decisions are economists, who expect results to be measured quantitatively. This should be validated.
Find a more effective way to measure impact through empirical indicators
How can the impact of devcom be empirically measured and then communicated to development policy makers so as to ensure funding and support for this very important dimension of development assistance? This was the topic of a three-week e-forum sponsored by the World Bank, the FAO and Britain 's Department for International Development (DFID). Many participants in this discussion pointed out that the difference between the choice of quantitative or qualitative evaluation methods is influenced by the timeframe within which the evaluation takes place, with quantitative methods being more valuable in the short term, while qualitative measurements are appropriate in measuring long-term effects (World Bank, 2005).
Most participants in the e-forum agreed with the need to convince donors that devcom is worthwhile - and baselines and targets are needed for the argument. An important caveat that emerged, however, was that empirical measurements do not always capture any real sense of the complex changes in relationships and opportunities that take place as a result not only of devcom projects but many other strands of the complex strategies that poor people employ to survive and improve their lives (Hannah, 2005). What is needed is a balance between quantitative and qualitative approaches to evaluation, with an emphasis on the latter.
Revisit the value of diffusion devcom
The dominant orientation amongst most contemporary development practitioners falls heavily in the participatory devcom camp. It is evident from the research presented here, as well as from many of the responses to the survey, that there is indeed enormous value to engaging the population in all development initiatives, from needs assessments and planning to implementation and evaluation. However, to ignore the value of diffusion communication would be at devcom's peril. The contributions that Everett Rogers made to the development of this theory and practice, both in his early work on adoption and in his later work on decentralized diffusion, are in the view of this researcher central to what devcom is all about. Before his death in October 2004, Rogers had taught and researched this subject for nearly 50 years and published more than 500 articles and 30 books.
Rogers ' work should continue to offer a solid foundation for further research and deeper insights into how the field of communications can enhance efforts to bring lasting solutions to the planet's problems of poverty. To effectively attain the ambitions outlined in the Millennium Development Goals will require a multitude of multifaceted, multiplex and multilateral approaches. To miss the ball by failing to advance the very important dimension of development devcom would make Ev Rogers turn over in his grave — while pushing all of us closer to climbing into ours.
