Participatory communication: principles and practices

Participatory communication is an approach to communication that emphasizes the involvement of local

communities and stakeholders in the communication process. Participatory communication is based on
the principles of dialogue, participation, and empowerment. The following are some of the principles
and practices of participatory communication:

Listening and dialogue: Participatory communication emphasizes the importance of listening to the
perspectives and needs of local communities and stakeholders. Communication should be a two-way
process that involves dialogue and exchange of ideas, rather than a one-way flow of information.

Participation: Participatory communication recognizes that local communities and stakeholders should
be actively involved in the design, implementation, and evaluation of development programs.
Participation can take various forms, including consultation, collaboration, and co-creation.

Empowerment: Participatory communication seeks to empower local communities and stakeholders by

providing them with the knowledge, skills, and resources needed to take action for social change.
Empowerment involves building local capacity and promoting self-determination.

Contextualization: Participatory communication recognizes that communication approaches and

strategies should be tailored to local contexts and cultures. Effective communication requires an
understanding of the local context, including the social, economic, and political dynamics that influence
communication.

Use of diverse communication channels and formats: Participatory communication emphasizes the
importance of using a variety of communication channels and formats that are accessible and
appropriate for local communities and stakeholders. This can include traditional media, such as radio
and television, as well as new media, such as social media and mobile phones.

Evaluation and learning: Participatory communication emphasizes the importance of ongoing evaluation
and learning to improve the effectiveness of communication strategies and programs. Evaluation should
involve local communities and stakeholders and should be used to inform future communication efforts.

In summary, participatory communication is an approach to communication that emphasizes the

involvement of local communities and stakeholders in the communication process. Participatory
communication is based on the principles of dialogue, participation, and empowerment, and involves
tailoring communication approaches and strategies to local contexts and cultures. Participatory
communication seeks to build local capacity, promote self-determination, and improve the effectiveness
of communication for social change and development.

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Social mobilization and behavior change communication

Social mobilization and behavior change communication are two related approaches to communication
for development that aim to promote social change and improve people's lives. Social mobilization
refers to the process of engaging and empowering individuals and communities to take action for social
change. Behavior change communication, on the other hand, focuses on changing individual and
collective behaviors related to health, hygiene, and other issues.

The following are some principles and practices of social mobilization and behavior change
communication:

Community participation: Social mobilization and behavior change communication require active
participation from local communities and stakeholders. Communication efforts should be tailored to the
needs and priorities of the target communities and should involve local leaders, influencers, and
organizations.

Communication strategies: Social mobilization and behavior change communication use a variety of
communication strategies and channels to engage and empower communities. These can include
interpersonal communication, community mobilization events, mass media campaigns, and the use of
new technologies and social media.

Addressing social norms: Social norms can influence behavior, and social mobilization and behavior
change communication efforts should address these norms to promote positive behavior change. This
can involve challenging negative or harmful social norms and promoting positive ones.

Using evidence-based approaches: Social mobilization and behavior change communication should be
based on evidence-based approaches that have been shown to be effective in promoting behavior
change. Communication strategies should be grounded in research and should be continually evaluated
and adapted based on feedback from the target communities.

Building partnerships: Social mobilization and behavior change communication efforts require
partnerships between different stakeholders, including governments, non-governmental organizations,
and communities. Building partnerships can help to mobilize resources, increase the reach of
communication efforts, and promote sustainability.

Monitoring and evaluation: Social mobilization and behavior change communication efforts should be
monitored and evaluated to assess their impact and effectiveness. This can involve tracking changes in
behavior and attitudes, measuring the reach of communication efforts, and assessing the quality of
communication messages and strategies.

In summary, social mobilization and behavior change communication are two related approaches to
communication for development that aim to promote social change and improve people's lives. Both

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approaches require active participation from local communities and stakeholders, and use a variety of
communication strategies and channels to engage and empower communities. Social mobilization and
behavior change communication are based on evidence-based approaches, require partnerships
between different stakeholders, and should be continually monitored and evaluated to assess their
impact and effectiveness.

Diffusion of Innovation Theory

Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is one of the oldest social
science theories. It originated in communication to explain how, over time, an idea or product gains
momentum and diffuses (or spreads) through a specific population or social system. The end result of
this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product.  
Adoption means that a person does something differently than what they had previously (i.e., purchase
or use a new product, acquire and perform a new behavior, etc.). The key to adoption is that the person
must perceive the idea, behavior, or product as new or innovative. It is through this that diffusion is
possible.  

Adoption of a new idea, behavior, or product (i.e., "innovation") does not happen simultaneously in a
social system; rather it is a process whereby some people are more apt to adopt the innovation than
others.   Researchers have found that people who adopt an innovation early have different
characteristics than people who adopt an innovation later. When promoting an innovation to a target
population, it is important to understand the characteristics of the target population that will help or
hinder adoption of the innovation. There are five established adopter categories, and while the majority
of the general population tends to fall in the middle categories, it is still necessary to understand the
characteristics of the target population. When promoting an innovation, there are different strategies
used to appeal to the different adopter categories.

Innovators - These are people who want to be the first to try the innovation. They are venturesome and
interested in new ideas. These people are very willing to take risks, and are often the first to develop
new ideas. Very little, if anything, needs to be done to appeal to this population.

Early Adopters - These are people who represent opinion leaders. They enjoy leadership roles, and
embrace change opportunities. They are already aware of the need to change and so are very
comfortable adopting new ideas. Strategies to appeal to this population include how-to manuals and
information sheets on implementation. They do not need information to convince them to change.

Early Majority - These people are rarely leaders, but they do adopt new ideas before the average
person. That said, they typically need to see evidence that the innovation works before they are willing
to adopt it. Strategies to appeal to this population include success stories and evidence of the
innovation's effectiveness.

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Late Majority - These people are skeptical of change, and will only adopt an innovation after it has been
tried by the majority. Strategies to appeal to this population include information on how many other
people have tried the innovation and have adopted it successfully.

Laggards - These people are bound by tradition and very conservative. They are very skeptical of change
and are the hardest group to bring on board. Strategies to appeal to this population include statistics,
fear appeals, and pressure from people in the other adopter groups.

Communication and advocacy in development

Communication and advocacy are key components of development work that aim to promote social
change and improve people's lives. Communication can help to raise awareness, promote
understanding, and influence attitudes and behavior, while advocacy can help to create a supportive
environment for social change by influencing policy, practice, and behavior.

The following are some principles and practices of communication and advocacy in development:

Identifying key stakeholders: Communication and advocacy efforts should identify the key stakeholders
who can influence social change. This can include policymakers, opinion leaders, civil society
organizations, and the media.

Developing effective messages: Communication and advocacy efforts should develop clear and
compelling messages that resonate with target audiences. Messages should be evidence-based,
targeted, and framed in ways that resonate with the values and priorities of the target audience.

Using a variety of communication channels: Communication and advocacy efforts should use a variety of
communication channels to reach target audiences. This can include traditional media, such as television
and radio, as well as new media, such as social media and mobile phones.

Building partnerships: Communication and advocacy efforts require partnerships between different
stakeholders, including governments, non-governmental organizations, and communities. Building

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partnerships can help to mobilize resources, increase the reach of communication efforts, and promote
sustainability.

Advocacy strategies: Advocacy strategies should be developed with clear objectives and targeted
messages, and should use a variety of tactics to influence policy, practice, and behavior. This can include
engaging in policy dialogues, conducting research and analysis, building alliances, and engaging in
lobbying and campaigning.

Monitoring and evaluation: Communication and advocacy efforts should be monitored and evaluated to
assess their impact and effectiveness. This can involve tracking changes in attitudes and behavior,
measuring the reach of communication efforts, and assessing the quality of communication messages
and strategies.

In summary, communication and advocacy are key components of development work that aim to
promote social change and improve people's lives. Effective communication and advocacy efforts
require identifying key stakeholders, developing effective messages, using a variety of communication
channels, building partnerships, developing clear advocacy strategies, and monitoring and evaluating
communication and advocacy efforts.