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Development Communication for Developing Societies

Helping a people to understand and accept the rationale for changing existing conditions that are considered no longer conducive to their well-being requires the full and active involvement of the people in the planning and execution of the advocated change. Otherwise, the change agent will not understand the people's worldviews, and the people will not have the opportunity to learn. Research and practical field experiences have shown that the neglect of this basic fact has led to the failure of many a well-intentioned development or social change project. The neglect of such a vital aspect of the development process should, in the 21st century, be seen and treated as a thing of the past. This article is an attempt to provide some simple but basic facts about the importance of target group participation and its many advantages in the development process.