Development communication as part of culture

Abstract

In this survey of approaches to Development Communication (DC) theposition is taken that DC, like development itself, should be regarded andstudied as part of culture. A cultural perspective is particularly suited torevisit basic DC, communication and cultural concepts that have beenobfuscated. Each of these concepts can only be understood within aparticular discourse, a framewotk of meaning-producing and sensemaking, and here the cultural framing predominates. "Oldn and une~paradigms of DC are compared and relevant policy approaches aresurveyed. The main section deals with local knowledge and culturalcontexts, and the various functions within a development situation as theyrelate to communication. In conclusion the importance of "culturaltranslationn which is regarded as essential to effective DC, is highlighted.