Perspectives on communication for rural development.
Perspectives on communication for rural development are presented in this paper produced for the Food and Agriculture Organization (FAO) of the UN. The conceptual and historical development of communications in rural populations is described; communications efforts were unidirectional, but have gradually evolved to a field-based communications development approach. The next section of the report describes the operational areas of the Development Support Communication (DSC) branch of the FAO. Information dissemination and motivation, participatory community development, training for rural producers and field workers, and institutional management communication are the topics covered. Section III outlines DSC delivery strategies, among which are interpersonal communication, rural broadcasting, mass campaigns, and distance education. DSC methodology is the focus of section IV, where a development communication process model is presented, as well as management and staff development plans. The final section explains the services offered by the DSC branch, including extension services, filmstrip production, and the promotion of the institutionalization of DSC capabilities in relevant government ministries concerned with rural development.