loveLife, the South African national HIV/AIDS prevention programme for youth, is known for its brand-oriented billboards and mass media campaign that ranges over various print-, broadcast- and alternative media. However, the organisation also implements a national grass-roots peer motivation programme where various activities are co-ordinated by youths (GroundBREAKERS and Mpintshis) from the community. The organisation has been criticised for its communication approach, with many researchers primarily focusing on the organisation's mass media and billboards. This study investigates the communicative approach(es) in loveLife's programme implementation in the light of the normative theory of participatory communication. The focus of this study is to identify how loveLife describes its communication approach, what communication approach the organisation employs and how the organisation's communication approach is perceived by a sample of its target audience. The research was conducted by means of a literature review, qualitative content analysis of loveLife's policy documentation and a selection of the organisation's media. Semi-structured interviews were also conducted at head office, which are contrasted with focus groups with the participants at an implementation site. Broadly, it was found that loveLife's programme is more participatory than most critics would expect and that the organisation attempts to put its primary focus on face-to-face communication. But, there is also tension in what loveLife communicates on a national level and how it relates to grass-roots activities as the national / media-driven communication is more modernistic in its approach, whereas the grass-roots communication is more participatory. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.

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The media have power: they create frames of conceptions, influence attitudes and behaviour, and monitor the conduct of government officials. For women, the media can suggest ways and means to defend civil rights and gain access to society’s resources and opportunities. Indeed, Media Development offers three levels of interventions to promote gender equality. (1) Increasing female number and roles in the media labour markets. (2) Promoting the production and circulation of content that challenge stereotypical portrayals of women and men. (3) Addressing the entire society to raise awareness and commitment for equal contributions in sustainable development. However, even though media development efforts have been popular during the last two decades in the global South (UNESCO), the Arab region is ranked the lowest in the world for achieving gender equality (CRS, 2020).  This project aims to investigate the role of media development to achieve gender equality and women’s empowerment through a case study of two gender strategies driven by two main models of media development (Scott, 2014; Manyozo, 2012), in the Arab region. One is led by external interventions, the other is supported by domestic authorities and local governments. The time period of the research is limited to the last decade, which has seen radical changes in terms of women’s participation in the public sphere.  The findings are based on 10 in-depth interviews with media professionals directly involved in these strategies across different Arab countries, from Algeria, Iraq, and Palestine, to the United Arab Emirates and Yemen. Despite the differences between the strategies in terms of political affiliations and territories of interest, the interviews show that gender (in)equality in the media is not a phenomenon isolated from people’s daily lives. Correspondingly, women’s empowerment is the result of different power struggles in society in which media development could potentially make a real difference if based on gendered pluralistic participatory approaches, which include the internal and external environments of media organisations, as well as all actors of society’s systems and structures.

The principle of child protection and the efforts to protect children from abuse and neglect in pre-modern societies have different notions. According to De Mause, the past was a barbaric place for children and the history of childhood is a nightmare (De Mause, 1995, p. 1). In 1989, the United Nations Convention on the Rights of the Child outlined the fundamental rights of children, including the right to be protected from economic exploitation (Convention on the Rights of the Child: 1990). This study explores issues of Child Protection Policy in humanitarian settings, and focuses on how the outbreak of COVID-19 has affected its implementation in South Sudan Internally Displaced People (IDP) in Camp settlements. This study is underlined by the theory of Participatory Communication while making use of concepts like Communicative Competence and Community Engagement. A case study and qualitative approach method is chosen for this research because it explores  and captures the uniqueness and complexities of South Sudan IDPs Camp in “real life” contexts  through systematic inquiry and data analysis (Geertz, 1973). The primary research tool of this study makes use of both primary and secondary sources of information. Qualitative research methodology through literature review, semi-structured interviews are used to gather data from respondents because qualitative research method aligns with the aim of finding out “how” and “why” (Kulothungan & Oham, 2019, p.12). Public statements, reports, policy documents and other resources are also used. Results from the empirical data suggest that Child Protection services in IDP camp settlements have been greatly affected by COVID-19 mitigating measures because schools and Child Friendly Spaces (CFS) are not operational as before and children are not getting the maximum support and services that they need. These measures have significantly affected the wellbeing of children in key areas including education, food and nutrition, gender and mental health. The study gives crucial insights into how stakeholders can address challenges in implementing Child Protection Policies during a global pandemic and in humanitarian settings.

The rise of social media platforms have not only allowed new opportunities for more citizen-driven initiatives, but also social change promotion in a potentially more participatory-oriented way that offers engagement with the general public and the people the change is aimed at. This has led to an increased scholarly interest in the role of these technologies in strategically promoted social change activist initiatives. However, while the focus has been lying on their use by local groups and social movements for mobilisation, there has been little focus on their use for awareness raising and through participatory communication. Therefore, through a case study of an on-going, digitally-based When He Pays/Me campaign that raises awareness about the Israeli prostitution industry as part of a human rights context by an activist, this thesis investigates the potential role of social media platforms to enable participation, specifically Facebook, in Israeli human rights awareness campaigns. The data used to investigate this included one semi-structured, in-depth interview with the activist and 22 online media texts about the campaign. The analysis revealed that there has been an innovative use of tactics in the campaign through the extensive use of PC’s principles that are based on two-way (dialogic) communication in the form of free, open, transparent, inclusive dialogues with various groups of people, creativity, flexibility, learning, reflexivity, and critical thinking. Dialogues take place on Facebook’s various spaces, and additional communication mediums and channels are used. Moreover, a new kind of story-telling that reveals the complexities and nuances of the industry was used. It was then concluded that the potential of social media platforms, namely Facebook, as a tool to enable participation in Israeli awareness-raising human rights campaigns is the combination of the platform’s popularity and its unique combination of affordances in the form of cause-Pages provided to social campaigns that include a space for dialogue, complex messaging, and anonymity. However, to fulfil this potential, the use of PC’s principles must be applied.

This research delves into the complex nexus between sustainable development and the participation of Indigenous Peoples (IPs), with a specific emphasis on Amerindians in Guyana. While sustainable development increasingly integrates into global policy, IPs have historically faced marginalisation, often finding their rights overlooked in discussions on climate change and sustainability. The inherent connection of IPs to their territories, marked by their role as stewards of the environment, showcases their critical importance in global sustainable practices. However, mainstream development often disregards the rich mosaic of Indigenous cultures, experiences, and worldviews. Utilising the Guyana-European Union Forest Law Enforcement, Governance, and Trade Voluntary Partnership Agreements (FLEGT VPA) as a case study, this research probes the intricate dynamics of a solution acclaimed for addressing deforestation and illegal logging. Central to the study is the exploration of participatory communication within this development intervention. By highlighting the potential of this communication approach, the study posits that IPs can actively engage, empowering them to reclaim their narrative and enhance their self-determination. Theoretical insights, which include postcolonial and subaltern studies, are complemented by several frameworks such as Communication for Development (C4D) and Communication for Social Change (CSC), among others. By employing a mixed-method approach encompassing individual interviews and focus group discussions, the research presents a comprehensive portrayal of IPs' perspectives on communication processes. The findings aim to augment academic discourse on the communication dynamics around sustainable initiatives, spotlighting avenues for more inclusive, patient, and equitable strategies in support of IPs and local communities. In essence, this thesis calls for an enduring commitment to bridge the chasm between vision and reality in sustainable development.

Changing the approach to communication and engagement with the local people in Liberia during the Ebola response turned out to be a key strategy in the Red Cross’ work. The Liberian Red Cross’ communication with the crisis-affected people changed significantly during the fight against the Ebola virus, from top-down information to a more dialogical communication approach. The Ebola epidemic in West Africa has caused more than 11 000 deaths since the outbreak in March 2014. The task of defeating the virus seemed overwhelming at times, but the outbreak finally stopped and all the three worst hit countries: Guinea, Sierra Leone and Liberia were declared Ebola-free by the World Health Organization. Communication with and participation of the people the aid organizations target have been a central issue for discussion within the international community and development agencies for a long time. During the Ebola response it was clearly stated that communicating and engaging with the people living in the affected area was a core approach during and after the response. This thesis explores how one of the responding humanitarian organizations, The Red Cross, used communication with the crisis affected people in Liberia as a tool in their response to help stop and prevent the virus from spreading. The study is done as a case study. Main components of the case, and focus for the analysis, are semi-structured interviews with staff and volunteers from the Liberian Red Cross that worked with communication and operational activities during the Ebola response. Red Cross documents from the Ebola response, policy, planning, evaluation and training-documents, are also important part of the case.

In the context of significant numbers of Muslim newcomers immigrating to Europe andperceptions of failed integration in Sweden, and in light of the urban conflict andincreasing debates about integration as a one-way or two-way street, this paper sets out a“communication for development”-informed theoretical framework that focuses on thestruggle for social cohesion and immigrant integration in Malmö, Sweden. The paperuses triangulation to view this challenging situation from various perspectives. Not onlydoes this reveal that unemployment and lack of power have taken their toll on agencyamong migrants—particularly Iraqi men—but also that the strongest stories showingimmigration as an asset—particularly Iraqi women—are not being told in the media.Through the use of empirical material from Malmö, this paper contends that participatorycommunication in Malmö is less than participatory, and that integration in Sweden, in itsexpectations, leans uncomfortably close to assimilation. The paper gives examples ofseveral development communication initiatives for integration that have had positiveresults, with strong evidence that community media, as just one example, has proveneffective at improving immigrant integration. The paper concludes that developmentcommunication initiatives show promise for improving social cohesion in Malmö, andthat these can be effective only if the choice to participate, and the choices of initiative,medium and content are made by the migrants themselves.

Map Kibera project and it’s Voice of Kibera reporting initiative present an example of new media applying the principle of crowd sourcing to foster social change and provide voice to community of Kibera, Kenya. The aim of this study was to analyses, firstly, how the concept of participatory communication has been applied during the implementation of the project. As a basis for this approach an Integrated Model of Communication for Social Change was applied during the analysis of articles being produced on two project blogs to identify what steps have been implemented and what new aspects could be brought. Secondly, it was important to understand what social change the implementation of such project could bring to community it serves for. Finally, in order to develop a strategy for sustainability possible barriers/limitations of citizen/actor engagement were identified. Research tools used for this analysis were qualitative semi-structured interviews with project team members as well as participants/non participants of the project combined together with quantitative content analysis applied on articles produced on Map Kibera and Voice of Kibera blogs.Most important findings indicate that the application of IMCFSC took place almost fully but was applied on a particular community – project team. At the same time the use of crowd sourcing platform and reporting gave citizens of Kibera an opportunity to create their own agenda and provide a real picture of the area thus gaining a “voice” and possibility to speak out loud to broader communities. Nevertheless it is important to mention that the access to information created during the project was possible mostly in the offline form (printed materials, maps) and via mobile phones thus indicating to such barriers as the lack of such ICT tools as computers and also to the need to co-operate more closely to broader community of Kibera to avoid possible misconception of the work of the project. These findings are important to consider when planning implementation of similar projects in other communities located in different geographical, political and social settings.

This study is a policy investigation of community radio broadcasting in Zambia. The emergence of this tier of broadcasting can be traced to the 1990s, following the country's policy of politico-economic liberalisation. The state broadcasting system had hitherto reigned supreme. Based upon a focused synthesis of a range of historical, political, policy, regulatory and other factors, within the context of participatory development communication, this study proposes a normative policy model for community radio broadcasting in Zambia. To begin with, the study focuses on the historical factors that have influenced the development of community radio broadcasting in the country, particularly in the period before and after 1991. This historical analysis establishes the fact that the shape that community radio broadcasting has assumed in Zambia is largely reflective of the state-centric policy-making regime. This policy-making regime is itself a legacy of British colonialism. Next, the study offers a conceptual framework of community radio broadcasting. It analyses several theoretical antecedents upon which the conceptual edifice of community radio broadcasting would seem to be built. In particular, the study explores the contributions of media effects and normative media theories towards the conceptual underpinnings of community radio broadcasting. Furthermore, as an attempt at establishing some empirical referents for developing a community radio broadcasting policy for Zambia, the study delves into a comparative analysis of trends in broadcast policy and regulatory practices throughout the world, with a special focus on Malawi, Mozambique, South Africa and Australia. This comparative policy analysis reveals differentiated levels of sophistication of policy-cum-regulatory models relating to community radio broadcasting. This provides a wealth of chequered experiences for Zambia to learn from. To further substantiate the case for a policy model, the study examines selected community radio initiatives in Zambia. Finally, based upon this focused synthesis, the study proposes a normative policy model for community radio broadcasting in Zambia. The policy proposal, informed by the assumptions of the group and organised anarchy models of policy-making, seeks to promote community radio broadcasting in terms of its vision, regulatory structures, funding, training, facilities, technology, production of local content and research. / Communication Science / D. Litt. et Phil.