Communicating for Empowerment

This article is about development communication and empowerment. It describes essential parts of communication strategies as well as challenges, misconceptions and lessons learned - all aspects that are key components of the process.

The author defines development communication as "the creation of systems for increasing the access of communities to information on the change process, and strengthening the capacity of stakeholders to listen to each other and negotiate effectively. He continues to describe it as enabling "organisations to adopt a more participatory approach to project implementation" and ensuring "that project managers are aware of public opinion and sociological barriers to change. " Lastly, "The process enables communities to adapt to change or change behaviours to realize the empowerment outcomes sought. "

As a key aspect of development communication, Koshy describes empowerment as
"a form of social action that builds the capacity of people and their institutions to become mediums for change to realize rights, equity, justice and prosperity. " In respect to empowering the poor, Koshy suggests that one of the desired outcomes is
social transformation which requires people to acquire new sets of knowledge, change attitudes and ultimately adopt new behavioural patterns. According to Koshy, it is " the acquisition of new knowledge sets and attitudes, and changing behaviours" which "require communication to be integrated strategically into the programme implementation plan as an indispensable component."

Koshy believes that to design an effective communication strategy "the communication component of a development programme needs

to be integrated into the overall programme strategy, with its own set of clear objectives, action plans, outputs and verifiable indicators." He also mentions the importance of assessing the target audience accurately. He describes several challenges as

including how to assess direct, indirect and even undesirable impacts. He also points out that there are some truths in "generic" lessons but that "every individual development programme throws up challenges for development communication that require unique solutions."

Koshy mentions a number of misconceptions that occur in development communication. Often it is considered a short-term activity, or it is considered a tool to help disseminate information rather than a component which should be integrated into an entire
project design. In some instances there are misplaced expectations such as the belief that something will change quickly when in

fact it can be a gradual process. Changing behaviour must include understanding why people behave the way they do. To affect

behavioral change among the stakeholders, research should include components such as barriers, potential benefits, information

sets, cultural mindsets and perceptions of the communities at the planning stage.

Koshy lists a number of communication approaches which he believes stand a chance in achieving development outcomes. He includes

the following pointers.

• "Firstly, comprehensive approaches that focus on the individual, her family, community and ‘circle of interaction’

  (decision-makers, service providers etc.) appear to work better than the narrowly focused ones. So the initiatives of a

  development programme that encourages women to mobilise themselves through Self-help Groups will require dialogues with women,
  their male relatives, local civil society organisations (CSOs), panchayats and even financial institutions.

• Secondly, approaches that integrate top-down and grassroots communication initiatives tend to be more effective in

  influencing stakeholders at different levels. Hence, folk theatre and development communication involves the creation of systems

  for increasing the access of communities to information on the change process, and strengthening the capacity of stakeholders to

  listen to each other and negotiate effectively. ‘village film festivals’ are as important as organising conclaves to share key

  development messages with the national media. Actions by donors, programme implementers and civil society need to be carried out

  at various levels simultaneously, using various communication tools and media.

• Thirdly, innovative approaches that rely on locally appealing modes of communication are more effective than generic or

  standardised approaches. Two years back, when CSOs in some villages in the southern Indian state of Kerala put up notice boards

  outside public health clinics with the ‘rates’ (bribes) charged by the doctors and staff, it spurred a faster response from the

  government than the numerous protest rallies against corruption in the public health sector.

• Finally, a combination of mass media and direct dialogues with communities achieves better
  results. While the mass media can raise awareness, stimulate debates and engage the wider
  community, direct dialogue can influence individual behaviour.

Koshy concludes with this statement: "Ultimately, community empowerment processes aim to influence public policies, change

societal behaviours and socio-political processes to enable the marginalised to speak up for themselves and live with dignity.

Hence, they need to be run in the spirit of democracy and not in a charity mode, with the people gaining the power to amplify

their voices to demand their entitlements. development communication must, therefore, enlarge the spaces for democratic

expression as the poor seek social transformation through the realisation of their rights."