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.
