Jan Servaes - Handbook of Communication for Development and Social Change

The use of a culturalist viewpoint

By means of such a viewpoint, specific attention is given to communication in social change processes. By putting culture centrally from a users perspective, other social science disciplines can significantly contribute to the field of Communication for Development and Social Change.

The use of an interpretative perspective

Participation, dialogue, and an active vision of human beings as the interpreters of their environments are of the utmost importance. A highly considered value is the showing of respect and appreciation for the uniqueness of specific situations and identities in social change environments.

The preference for a transdisciplinary approach

While interdisciplinary collaborations create new knowledge synthesized from existing disciplines, a transdisciplinary approach relates all disciplines into a coherent whole. Transdisciplinarity combines interdisciplinarity with a participatory approach.

The field of sustainability is, in essence, a transdisciplinary one.

The use of integrated methods and theories

In the field of Communication for Development and Social Change, it is considered important that the chosen methods should be connected with the used theoretical perspective. This implies that openness, diversity, and flexibility in methods and techniques are valued. In practice, it generally means triangulation and a preference for qualitative methods. This does not mean, however, that quantitative methods are excluded, and indeed an emphasis is placed on evidence-based scientific methodologies.

To show mutual understanding and attach importance to formal and informal intercultural teaching, training, and research

Tolerance, consciousness-raising, acceptance, and respect can only be arrived at when members of different cultures not only hear but also understand each other. This mutual understanding is a condition for development and social change. In order to prevent all forms of miscommunication, intercultural awareness, capacity building, and dialogue is deemed very important.

Communication for development and social change is the nurturing of knowledge aimed at creating a consensus for action that takes into account the interests, needs and capacities of all concerned. It is thus a social process, which has as its ultimate objective sustainable development/change at distinct levels of society.

Communication media and ICTs are important tools in achieving social change but their use is not an end in itself. Interpersonal communication and traditional, group, and social media must also play a fundamental role.