Engaging Rural Communities in Communication Processes

Lessons from Video Volunteers’ India Unheard Program

  • Pooja Ichplani Researcher, Center for Communication and Change, India
  • Archna Kumar, Dr. Associate Professor, Department of Development Communication and Extension, Lady Irwin College, University of Delhi, India
  • Jessica Mayberry Founding Director, Video Volunteers
Keywords: collective action, community media, ICTs, most significant change, social change

Abstract

Community Video (CV) is participatory and has immense potential to strengthen community communications and amplify the voices of people for their empowerment. By building capacities especially of marginalised community groups, CV endeavours to bring about shifts towards more inclusive communication processes. In various parts of the world, among marginalised community groups, community video initiatives have become instrumental in facilitating micro-level, yet significant changes in communities. The organization Video Volunteers (VV) promotes community media and provides disadvantaged communities with journalistic, critical thinking and creative skills for catalysing change in communities. This paper is based on qualitative research, and seeks to map the range of VV impacts in communities, and provide an in-depth analysis of factors contributing to VV influencing change in communities. Study tools included content analysis of a longitudinal sample of impact videos produced, narratives of community correspondents using the Most Significant Change Technique (MSCT) and interviews with key informants. Using a multi-fold analysis, the paper attempts to gain holistic insights into VV processes. The study maps the key aspects of Video Volunteers as a community media initiative. It also sheds light on engagement of various stakeholders in development processes using the Communication Infrastructure Theory (CIT).

Author Biographies

Pooja Ichplani, Researcher, Center for Communication and Change, India

Pooja Ichplani is a Gold Medalist (2017) in M.Sc. Development Communication and Extension, which she pursued from Lady Irwin College, University of Delhi, New Delhi, India. Her areas of interest include community media, health communication, gender and human rights.

Archna Kumar, Dr., Associate Professor, Department of Development Communication and Extension, Lady Irwin College, University of Delhi, India

Dr. Kumar has been with the department for nearly 30 years. She teaches papers in Communication for Development, Gender, Sustainable Development, Research Methods and Programme Development & Evaluation. Her areas of interest include monitoring and evaluation of communication for social change programmes and initiatives.

Jessica Mayberry, Founding Director, Video Volunteers

Jessica is a Fellow of Ashoka, TED and Echoing Green. She has also been recognised as an Architect of the Future by the Waldzell Insitute of Austria, and as an “Outstanding Young Person” by the Junior Chamber International Osaka. She holds a degree in Modern History and Modern Languages from Oxford University. Her passion for social entrepreneurship and activism when she trained marginalized women in video production as a William J. Clinton Fellow of the American India Foundation.

Published
2018-12-28
How to Cite
Ichplani, P., Kumar, A., & Mayberry, J. (2018). Engaging Rural Communities in Communication Processes. The Journal of Development Communication, 29(2), 62-75. Retrieved from https://jdc.journals.unisel.edu.my/index.php/jdc/article/view/133
Issue
Vol 29 No 2 (2018): The Journal of Development Communication (December 2018)
Section
Research and Case Study