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Development communication as part of culture

C.W. Malan
Human Sciences Research Council (HSRC)
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Development communication as part of culture. (2022). Communicare: Journal for Communication Studies in Africa, 17(1), 49-87. https://doi.org/10.36615/jcsa.v17i1.1882
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  • Submited: October 31, 2022
  • Published: November 3, 2022

Abstract

In this survey of approaches to Development Communication (DC) the
position is taken that DC, like development itself, should be regarded and
studied as part of culture. A cultural perspective is particularly suited to
revisit basic DC, communication and cultural concepts that have been
obfuscated. Each of these concepts can only be understood within a
particular discourse, a framewotk of meaning-producing and sense
making, and here the cultural framing predominates. "Oldn and une~
paradigms of DC are compared and relevant policy approaches are
surveyed. The main section deals with local knowledge and cultural
contexts, and the various functions within a development situation as they
relate to communication. In conclusion the importance of "cultural
translationn which is regarded as essential to effective DC, is highlighted.

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Development communication as part of culture. (2022). Communicare: Journal for Communication Studies in Africa, 17(1), 49-87. https://doi.org/10.36615/jcsa.v17i1.1882

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