Here - SAARC Human Resource Development Centre

Power Point PresentationsGender DivideMany development efforts have failed women in the pastbecause they do not take into account the role that womenfarmers play in agriculture and food security.ICT is of little benefit to women, particularly in developingcountries due to lack of training in using thesetechnologies, a low percentage of women working inmedia, lack of infrastructure and limited financialresources, and high illiteracy rate.ICT could accelerate progress toward gender equality. Butresearchers and policymakers and communities may giveattention to gender, and women have to raise their voice aswell.One-Way vs. Two-Way CommunicationMainpurposeMainmodel ofreferencePreferredmethodsand mediaComm toINFORMRaiseawareness,increaseknowledgeComm toPERSUADEPromoteattitude andbehaviorchangeComm toEXPLOREAssess, probeissues, explorepreventconflictsComm toEMPOWERBuildcapacities,involvestakeholdersOne-way One-way Two-way Two-wayPredominantuse of massmediaPredominantuse of mediaHeavy use ofinterpersonalmethodUse of dialogto promoteparticipationComponents ofCommunication StrategyInfo-Com Systems:CommunitynetworkMediaSources ofauthorityChallenges:NeedsOpportunitiesProblemsSolutionsCommunicationStrategySocial Context:CultureSocio-economicenvironmentPolitical risks/opportunitiesMedia and Tools in a ComDev process,a few examples …* Folk mediaMedia/ tools in aComDev process* Tradition SocialGroupings* Farmer Field SchoolsStakeholders’ Profile:SegmentationCharacteristicsPerceptions* Rural Radio* Printed Material* Video/Multi-media* InternetThe Development ProcessIncreased democratization of the developmentprocess;Demand for transparency;A holistic approach: economic, social, political,institutional, cultural, and environmental issues;Demand for people’s participation in decisionmaking.The Emerging Communication Paradigmo Dialogueo Participation (at different degrees)o Two-way model (in addition to one-way)o Process-based (and analytical) rather than productfocused.36