The aim of this project report is to evaluate the communication strategies of a specific case study – a recycling project in the town of Pekan, on mainland peninsular Malaysia, which is funded by Danida (Danish International Development Aid) under the umbrella of its Environmental Cooperation Programme. The recycling project is referred to as a ‘community initiative’, i.e. local inhabitants are ostensibly key stakeholders and decision-makers in the entire project cycle. Through a theoretical discussion of participatory and diffusion-based communications approaches, this case study will be used to highlight their comparative strengths and weaknesses, and how the two approaches have differing social consequences. Furthermore, we will draw from scholarly descriptions and discussions of Communication for Sustainable Development (ComDev), here under Communication for Social Change (CFCS), Social Marketing (SM) and last but not least Communication for Behavioural Impact (COMBI), as these theoretical approaches and models earmark varying degrees on a continuum, where dialogue inhabits one end and monologue the other. The discussion is concluded with key lessons learnt.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||20 jan. 2010|
- Communication for sustainable development
- Communication for behavioural impact
- Communication for social change
- Social marketing
- Participatory approach