Department of Mass Communication, Amity University, Lucknow.
For many people, the term “communication” still suggests the use of the media, i.e. information dissemination activities by which printed materials, radio or television programs, educational video, etc., are used to send messages. Researchers and practitioners are often less familiar with the use of communication as an empowerment tool.
Here, in this paper, the terminology participatory development communication is used as a communication approach to facilitate community participation in a development initiative. The paper looks participatory development communication as a powerful tool to facilitate the process of development by accompanying the local development dynamics. It is about encouraging community participation with development initiatives through a strategic utilization of various communication strategies.
The paper defines the concepts and methodology of participatory development communication while keeping the ground realities in mind to the members of development agencies, development practitioners working with communities, community members involved in development activities and to all the communication and development practitioners involved in the field of development communication.
The paper is basically intended to define that how can researchers and practitioners improve communication with local communities and other stakeholders? How can two-way communication enhance community participation in research and development initiatives and improve the capacity of communities to participate in the management of their natural resources? How can researchers, community members and development practitioners improve their ability to effectively reach policy makers and promote change?
