Learning From the Field (Experiences in Communication)

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About the Book

Learning From The Field documents a communication experience of great significance to all who work for change in situations challenged by tradition and illiteracy. It relates a joint attempt in rural Rajasthan at developing communication materials for promoting reproductive health. The goal was an ability of village citizens to comprehend complex and often sensitive issues, in a way that acknowledged their own culture and wisdom. Today, communication is high on the development agenda. Yet there is little guidance available to help change the way communication for social change has been treated and delivered over the years: from the top down. There has been little listening to those for whom' development messages' are intended. Documented research is needed to guide more effective communication, and this has been a critical gap. UNFPA and the National Institute of Design share their Rajasthan experience in the hope that it might help speed an understanding of communication as a social and local process. Only then can media activity be transformed from mere production to support for genuine empowerment, and for influencing attitudes and behaviours essential to change.

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