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International Communication Gazette
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Harnessing the UN System Into a Common Approach On Communication for Development

Jan Servaes

Department of Communication, 401 Machmer Hall, University of Massachusetts, Amherst, MA 01003, USA, jservaes{at}comm.umass.edu

In the UN system, conflicts and contradictions seldom concern the Millennium Development Goals (MDGs) as such, but rather the means of achieving them. These differences of opinion about priorities, and about how much and to whom development aid or assistance should be directed, could be explained by analysing the ontological, epistemological and methodological assumptions underpinning the general perspectives in the communication for development (C4D) field. Theoretical changes in the perspective on development communication (modernization, dependency, multiplicity) have also reached the level of policy-makers. As a result, different methodologies and terminologies have evolved, which often make it difficult for agencies, even though they share a common commitment to the overall goals of development communication, to identify common ground, arrive at a full understanding of each other's objectives, or to cooperate effectively in operational projects. Consequently, it is difficult for development organizations in general and UN agencies in particular to reach a common approach and strategy.

Key Words: advocacy • behaviour change • communication for development • community media • devcom strategies • diffusion • Millennium Development Goals • participatory communication • policy recommendations • United Nations

International Communication Gazette, Vol. 69, No. 6, 483-507 (2007)
DOI: 10.1177/1748048507082838
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