THE ADVANTAGES AND LIMITS OF A “FULL-SPECTRUM” APPROACH TO COMMUNICATION FOR DEVELOPMENT (C4D)

Abstract

This Viewpoint essay is dedicated to communication practitioners across the globe, and to my former doctoral-student self, who once-upon-a-time sought clear definitions and descriptions of communication for development (C4D), but found clarity only after consulting multiple resources. I never found a short summary resource, which is what I have endeavored to provide here. I present in this essay a “full-spectrum” approach to communication for development in order to synthesise, complement, and in some cases challenge what has been documented elsewhere. I propose additional analytical categories and concepts to illustrate the benefits and challenges of a full-spectrum approach. My aim is to invite reflection and discussion about what it means to go broader and deeper when we communicate to inspire action and promote positive social change in communities. It is my hope that the concepts and domains presented as the “full-spectrum” approach might be useful (and used), by the designers, implementers and researchers of communication interventions.