The aim of this study was to analyse the communication practices of Non-Governmental Organisations (NGOs) in their poverty alleviation programmes, using Deutsche Weltihungerhilfe German Agro Action (GAA) in Gokwe South Rural District, Midlands Province, Zimbabwe as a case study. The study was based on the premise that effective communication is essential for successful poverty alleviation programmes. Communication facilitates the diffusion of innovations and encourages active participation by local people in programmes. It is also clear that despite several attempts to end the social malaise, poverty still persists. While several factors such as corruption, misappropriation of funds and misdirection of programs are not innocuous considering the failures of poverty alleviation programmes, communication is an indispensible tool to their success. It therefore becomes imperative that the communication practices be evaluated to identify the missing links. It is evident that by so doing, going forward, NGOs can effectively communicate with the local people and advances towards poverty alleviation can be realised. To this end, third world countries amongst them Zimbabwe and particularly rural communities, Gokwe included continue to suffer from poverty despite a number of programmes to address the pandemic by NGOs. The study was guided by the tenets of the Diffusion of innovations and Participatory development communication theories. These theories were considered the most applicable in terms of the research subject. The study employed both quantitative and qualitative research methods and it was carried out in four of the wards in the district. The research methods were applied to solicit information from the rural people on how communication took place between the organisation and the community. The study found out that GAA used mainly the Indigenous Communication Systems (ICSs) in form of meetings and interpersonal face-toface communication modes. Names of projects were also fairly used for communication. The Modern Communication Systems (MCSs) used were cell phones and letters. GAA used local Page v languages mainly Shona and Ndebele and was flexible with the use of the indigenous languages. English language was also used for communication. The communication modes as well as the languages used were effective. The research also analysed and evaluated the communication practices by GAA. The study found out that the organisation effectively used the communication modes which were available for use but there were limitations in terms of access to other communication modes, especially the modern mediums due to poor infrastructure, state monopolisation of the mass media industry using regulations and fear of political persecution. The modern communication modes which GAA did not have access to could facilitate the diffusion of innovations and provide adequate information for active participation by the rural people in poverty alleviation programmes. The study also found out that only one person had heard about GAA through radio and no-one heard about GAA through the television, magazine or newspaper. The orgnanisation did not use these forms of mass media. In addition, the integration of ICSs and MCSs would provide an effective feedback system in Gokwe South Rural District. The researcher suggested the Tilled Communication Field approach whereby every stakeholder is required to make sure that the ICSs and MCSs are available for use by anyone at anytime for development purposes. There is need to give everyone adequate opportunity to use all the communication systems and users are advised to use communication for positive purposes, poverty alleviation included.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:ufh/vital:11366 |
| Date | January 2013 |
| Creators | Tasaranago, Collet |
| Publisher | University of Fort Hare, Faculty of Social Sciences & Humanities |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, M Soc Sc (Com) |
| Format | 154 leaves; 30 cm, pdf |
| Rights | University of Fort Hare |
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