Communication for Development: Conceptualising Changes in Communication and Inclusive Rural Transformation in the Context of Environmental Change

Abstract

Globally, rural conditions are in states of change. They are often highly vulnerable to climate and environmental change, extreme weather events, conflict, socio-economic changes, inequalities, and demographic changes. These changes are putting stress on rural areas, which rely upon agriculture and natural resources for their livelihoods and are often the foundation of national economies. Communication for development (C4D) has played an important role in addressing these challenges. Its thinking is broadly consistent with rural development goals—indeed, the roots of C4D come in part from rural development and agricultural extension. Communication for development (C4D) was defined by the World Congress on Communication for Development as “…a social process based on dialogue using a broad range of tools and methods. It also seeks change at different levels, including listening, building trust, sharing knowledge and skills, building policies, debating, and learning for sustained and meaningful change. It is not public relations or corporate communications”. However, after decades of action to address these interrelated rural development challenges, much remains to be done. This paper critically considers the following: What does inclusive rural development mean now, in light of environmental change, and how does this affect the conceptualisation and practice of C4D? This was done by using three countries as case studies: Malawi, Ukraine, and the Philippines. Each of these countries represented contrasting challenges and opportunities for rural development and environmental change, with lessons from their experiences shedding insight into the communication for development thinking.