Communications For Its Own Sake

Communication strategies are undeniably important for development, but we must ask: are we truly communicating or merely talking to ourselves? Are we using media mindlessly? Little is known about the impact of development communication, yet more and more aid agencies are allocating sizeable sums for "project support communications", money which might otherwise be used for drugs, food supplements, extension workers, and so on.

Instead of studying the cost-effectiveness of image-building, the average project officer goes shopping and buys as much media as he can afford and the more sophisticated the medium, the more he wants it.

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Himal Southasian