A Comparative Analysis of the Diffusion and Participatory Models in Development Communication

Abstract

The field of development communication is dominated by two conceptual models: diffusion and participation. These models have distinct theoretical roots and differing emphases in terms of program designs and goals. This article examines the extent of the gap and the overlap between them by comparing the objectives and outcomes of 44 projects. The two approaches differ in the underlying philosophies, frameworks, program strategies, and measurement tools, but the gap between these approaches is being bridged by proponents of both models, who knowingly or unknowingly have borrowed elements from one another.Communication is a key component of many overseas aid programs. Efforts to improve living conditions in the world's poorer areas through social service and infrastructure development are often accompanied by communication campaigns aimed at the general population. Such development communication has been defined as "the strategic application of communication technologies and processes to promote social change" (Wilkins, 2000, p. 197). The field of development communication is dominated by two conceptual models: diffusion and participation. These models have distinct theoretical roots and differing emphases in terms of program designs and goals. This article compares the objectives and outcomes of projects based on these models. It takes an inductive approach to constructing a basis for theorizing about development communication by examining published studies and working papers that report on specific interventions-commonly termed campaigns or programs. 1 Development projects have many goals, including educational, environmental, and economic improvement. This article focuses on interventions concerning health, particularly infant health, HIV/AIDS, family planning, and general health promotion. It favors studies published in the last decade, and interventions carried out in what has come to be called the developing world-Africa, Latin America, and the less industrialized countries of Asia. Also included are several campaigns that applied participatory principles in indigenous or isolated populations in developed countries.

El problema del éxito en la comunicación para el cambio social

“…El análisis de estos estudios demuestra que en la investigación de la comunicación para el cambio social predominan los estudios cuantitativos (Shah, 2007;Ogan et al, 2009), y que los estudios cualitativos proporcionan escasos detalles acerca de sus procedimientos metodológicos, e insuficiente evidencia que justifique sus argumentos (Morris, 2003). Skuse y otros (2013) coinciden con Morris al concluir que la calidad de la evidencia existente para los estudios analizados por ellos, correspondientes al periodo 2001-2011, es relativamente pobre.…”

“…Skuse y otros (2013) coinciden con Morris al concluir que la calidad de la evidencia existente para los estudios analizados por ellos, correspondientes al periodo 2001-2011, es relativamente pobre. La teoría está ausente de los análisis (Shah, 2007;Ogan et al, 2009) o es utilizada de maneras eclécticas (Morris, 2003;Skuse et al, 2013). Morris (2003) destaca que los estudios tienden a centrarse en el éxito, y observa el riesgo de que los logros sean exagerados.…”

“…La teoría está ausente de los análisis (Shah, 2007;Ogan et al, 2009) o es utilizada de maneras eclécticas (Morris, 2003;Skuse et al, 2013). Morris (2003) destaca que los estudios tienden a centrarse en el éxito, y observa el riesgo de que los logros sean exagerados. Dicho riesgo se manifiesta en Inagaki (2007), cuyo objetivo es precisamente identificar casos de "impacto positivo".…”

Theorizing participation in health promotion: A literature review

“…For 11 publications, data extractions were made and double-checked by two authors. Four papers had some shortcomings and were not included in the further process of analysis: Abelson et al (2003) and Morris (2003) used theoretical distinctions, but did not elaborate a detailed theoretical approach. Cornish (2006) focused on pragmatist theory to understand participation, but did not ground further reasoning on specific theoretical concepts.…”

Tapestries of Hope: Film, Youths and Hiv/Aids in Zimbabwe and South Africa

“…Today, the discussions, debates and visual representations of HIV/AIDS have become nuanced. More holistic approaches have developed, recognising the need to deal with prevention, care and support (Morris 2003;Zalduondo 2001). Apart from relying on different forms of media, such as radio, television, newspapers and fi lm to spread valuable information concerning the prevention of HIV/AIDS and the care and support that should be given to youths with HIV/AIDS, fi lm images have increasingly become purveyors of valuable information about the disease and the politics underlying its representation.…”