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DOCUMENT RESUME ED 288 513 TITLE Development DOCUMENT RESUME ED 288 513 IR 012 916 TITLE Development Communication Report No. 50-55, Summer 1985-Autumn 1986. INSTITUTION Agency for International Development (IDCA), Washington, DC. Clearinghouse on Development Communication. PUB DATE 86 NOTE 94p.; For an earlier issue, see KJ 259 712. PUB TYPE Collected Works - Serials (022) -- Viewpoints (120) -- Reports - Descriptive (141) JOURNAL CIT Development Communications Report; n50-51 Sum-Aut 1985 n52-55 Win-Aut 1986 EDRS PRICE 14701/PC04 Plus Postage. DESCRIPTORS Change Strategies; Comics (Publications); Communications Satellites; Contraception; *Developing Nations; Distance Education; *Educational Radio; Educational Television; English Instruction; *Health Education; *Information Dissemination; Information Networks; Literacy; *Mass Media; Microcomputers; Nutrition Instruction; Primary Health Care; *Rural Development; Story Telling; Visual Aids IDENTIFIERS *Development Communication; Project SHARE ABSTRACT Six issues of the newsletter "Development Communication Report" focus primarily on the use of communication technologies in developing nations to educate their people. The issues included in this collection are: (1) Summer 1985, which highlights agricultural, health, and educational projects that have proven successful; (2) Autumn 1985, which concentrates on health communications; (3) Winter 1986, which focuses on the purpose of visuals, how to use them in training, and how people's understanding can be improved through appropriate exposure to and use of such materials; (4) Spring 1986, which discusses development communication projects in developing nations, including the People's Republic of China, South and Central America, Swaziland, Puerto Rico, India, the Gambia, Malaysia, and Bolivia; (5) Summer 1986, which focuses on broadcast technologies, including communication satellites and radio; and (6) Autumn 1986, which features articles on the innovative use of well-planned, well-integrated, and well-tested print materials in developing nations, including photonovels, rural newspapers, and posters. Reviews of recent publications, announcements of development-related conferences and courses, and a subject index of past issues are also provided. (RP) *********************************************************************** Reproductions supplied by EDRS are the best that can be made from the original document. *********************************************************************** U.S. DEPARTMENT Office of Educational OP EDUCATKIN Resmuch and Improvement EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC, fThis document hes received from the Inenbeen reproduced as originating it or organization 0 Minor changes NW* reproduction quahly,been made to improve ______ Points of %new or opinions mint do not nsceassrilystated in ibis Ooc u- rispres,nt Official OEM position or poltcY M vi u1 CO CO CV DEVELOPMENT COMMUNICATION REPORT 1=1 Lt.J No. 50-55 Summer 1985-Autumn 1986 1 BEST COPY AVAILABLE 2 0 1255 23rd Street, N.W. Washington. D.C. 20037 USA Summer 1985 No. 50 Communications Strategies for Agriculture: A Health Campaign Hybrids of a Different Kind in Zaire by William Smith and Howard Ray bylain McLellan Two decades of experimentation vocabulary which the farmer will understand, In the central African country of have enriched our understanding ofand integrate the new innovation into the Zaire a government department, how to organize and use communi- farmer's own view of his problems and needs. several international aid organiza- cation to support agricultural de- They help us ask not only "How good is the new tions, and church-sponsored velopment in a wide range of settings and condi- idea?" but "How good will the fanner think the groups have coordinated their development sup- tions. Many of the old principles of good new idea is?" port communications (DSC) campaigns to better communication have proven true; others have We know for example that there are five basic disseminate health information. This interorgan- been expanded and made even more effective. reasons why any new idea might not be ac- izational cooperation will enable participating Particular projects, like the Basic Village Educa- cepted: (I) a farmer may not have the skills or groups to learn from each others' experiences in tion project in Guatemala and the Masagana 99 knowledge to use it; (2) he may not have the DSC, and to avoid costly duplication efforts. project in the Philippines, have demonstrated to tools or materials to apply it; (3) he may see no Sante pour Tous, the nucleus of this coordi- us how ideas borrowed from fields such as ad- benefit from using the new idea; (4) he may nated effort, is a primary health care and preven- vertising and marketing can be effectively addedreceive benefit from doing something quite dif- tive medicine project that is sponsored by to large scale programs of agricultural develop- ferent; or (5) he may perceive the new idea not Zaire's Department of Health, and the U.S. ment. The key change has been a shift awayonly as having no benefit, but as punishing in Agency for International Development from media-specific planning, toward a systems some waymore work, more costly, less (A .I.D. ), and administered by l'Eglise du Christ approach to communication, which uses radio, status, etc. du Zaire . print, and other channels as part of an interre- Traditionally, the job of agricultural commu- In addition to as main focusimproved pri- lated network of inputs targeted at specificnication has been to motivate the farmer tomary health careunder the umbrella of Sante changes and driven by a farmer orientation. "want" to use a new idea and then to teach himpour Tous is a vaccination campaign, a family These three elementsa farmer orientation,the skills or knowledge to apply itBehavioral planning project, and a nutrition and agricultural targeted change, and an integrated media net-studies help us explore what "want" really promotion project. Each has a different organi- work are the fundamental organizing principles means and to help determine how to best teach zational structure and separate funding sources, around a growing set of hybrid communicationthe new skills. What benefits will the farmerbut to facilitate coordination of DSC activities, strategies. experience? How can we describe the relative representatives from these organizations sit on costs and benefits to the farmer in the most each others' boards. Farmer Orientation (continued on page 2) Sante pour Tous centers are located in 50 rural The farmer is not a receptacle into which new health zones across Zaire. Each health zone has agricultural technologies are poured, but an ac- a central hospital and field office. These offices tive catalyst whose needs, constraints, attitudes, are equipped with battery-powered film and and vocabulary orient and drive the communica- In this issue... slide projectors used to train nurses, birth atten- tion component. Communication is not a link to dants, and village health workers in primary the farmer, itis a link between the farmer, Agricultural Communication 1 health care and DSC techniques. researcher, planner, and extensionist. Zaire Health Campaign 1 Our tools for understanding the farmer's per- Educational Radio in Africa 3 Sharing Communication Materials spective are growing. Our dependence on for- Development and Commercial Films 5 These same materials are also used by the mal survey research and anecdotal information On Hie at ERIC 6 other organizations participating in the Sante is giving way to smaller, behavioral studies. Peruvian TV Health Spots 7 pour Two project for their village-based DSC Concept testing, focus group interviews, behav- A Communicator's Checklist 8 activities. Additionally, Community Develop- ioral trials, and intercept interviews are special- REDUC Reference Service in L.A. 11 ment Committees, compnsed of health profes- ized names for a new genre of sound village Briefly Noted 12 sionals and village leaders have been established research techniques. These behavioral studies PCS/URTNA Workshops in Africa 13 in many rural health zone villages to coordinate help to identify hidden constraints a farmer may Nutrition Resources 15 campaigns and projects at the local level. A encounter in trying a new innovation, and to Assessing PANA 16 village committee first decides upon a health help understand less visible incentives which issue that concerns village residents, then they inhibit or promote adoption. They help us select (continued on page 10) 4111111111111111111111111111MillialiNVIMMANWPWA A publicuuon of the Clearinghouse on Development Communication Supporlsd by the Bureau for Science and Technology of the U.S. Agency for International Development (Ag Camcontinued from page 1) Media Network water and apply it at the right time. Our exten- persuasive way possible? What costs will the Finally, no single media channel is powerfulsion 'network is spread too thin, they simply farmer pay for giving up what he is alreadyenough to accomplish tie job. Dozens of studiescannot reach enough farmers in time to control doing? were carried out in the 1950s and 1960s tothe pest problem. A communication strategy is While these questions seem, and in fact are,determine "What is betterradio, TV, pnnt, orput together in which a simple printed flyer with simple, they are rarely asked in a systematicthe extensionist?" The answer is now clear.the mixing instructions is designed and distrib- way. Our focus has often been on the innovation "What is better?' is the wrong question.
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