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This book explores the role of communication in development using the framework of communication designed for behaviour change. The author emphasizes the role of communication in advocacy, social mobilisation, training, research and programme support. The first section provides a historical perspective on communication and development, outlining how communication has evolved from a system of delivering messages to one consciously designed to elicit the participation of the people in development initiatives. Section two presents case-studies from the Indian perspective, which provides an analytical look at new approaches in the fields of elementary education and adult literacy, rural development and primary health care. The concluding section recommends a research-based professional approach to communication for behaviour change and suggests various crucial areas where strategic communication can play a pivotal role in development.

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Book Details

ISBN: 9780761934394
ISBN-10: 0761934391
Format: Paperback
(215mm x 139mm x 15mm)
Pages: 296
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 11-Jan-2006
Country of Publication: United States

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