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Designing Messages for Development Communication: An Audience Participation-Based Approach

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Overview

Accessible and practical, Designing Messages for Development Communication takes the reader step by step through the process of designing audience-responsive messages in the Third World. Bella Mody takes the media producer through an audience research-based methodology to bridge the cultural and informational distance between senders and receivers. A discussion of the origins and nature of media use in national development over the last 30 years forms the introductory background against which the author reviews the current research on media effects. Mody presents audience research as a systematic device for the involvement of message receivers in decisions concerning message design, that is, what the message needs to say and how.
This volume instructs development and communication planners, as well as media workers, first to listen to the audience so as to determine which information the audience needs and in what form they can process it most effectively and, then, to pretest messages before they are produced in their final form.
A valuable tool for the media producer's problem of the "invisible audience" in mass communication, this volume is essential reading not only for students and teachers of development communication, but for media users and media producers who produce messages to support development.
"The book will be of great help to those who work in the field on the facilitating level, training people to be future trainers in the field of development supporting communication. "
—Massacommunicatie
"In this very welcome book . . . the author has done a very good job of turning development (support) communication 'common sense' into 'practical academic sense.' She has shown in a practical way that it is not enough only to propound high-sounding academic theories about common sense-based participatory development communication and then fail to show how they work in real life, as many of us have done and continue to do. The author has married theory to practice by showing media practitioners how it can/has been done. "
—Media Development

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Editorial Reviews

From the Publisher
'the author has done a very good job of turning development (support) communication 'common sense' into 'practical academic sense'. She has shown in a practical way that it is not enough only to propound high-sounding academic theories about commonsense-based participatory development communication and then fail to show how they work in real life, as many of us have done and continue to do. The author has married theory to practice by showing media practitioners how it can/has been done.' - Media Development

'It is a solid written and formulated booklet summarizing the contents of all chapters one by one in its summary, concluding that the implementation of the audience participation-based development commnication method depends on whether the media production team is actually charged with communication to promote participation in national transformation.... The book will be of great help to those who work in the field on the facilitating level, training people to be future trainers in the field of development supporting communication.' - Massacommunicatie

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Product Details

Meet the Author

Bella Mody (Ph.D., Gujarat University; M.A., University of Pennsylvania; B.A. Ranchi University) served as chair of the International and Development Communication Division of ICA from 1999 to 2001 and is a consultant to international and nongovernmental organizations. Her research interests include international media, communication technology application in developing countries, and gender, ethnicity, and class.

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Table of Contents

Development Communication
The Invisible Audience
Audience Participation-Based Message Design
The Idea
Audience Participation-Based Message Design
Implementation and Ethics
Designing Messages that Communicate
How to Research the Audience
Audience-Responsive Topics
Audience-Responsive Message Formats
Writing Message Specifications and Objectives
Pretesting Audience Response
Summary

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